Determining the impact of brand equity on consumer purchase intention

Yıl 2017, Cilt: 3 Sayı: 4, 1164 - 1177, 01.07.2017

Vesile Özçifçi

https://doi.org/10.24289/ijsser.319844

Cited By: 1

Öz

In this study, it was attempted to determine which
brand equity element is more effective regarding the mobile phone purchase of
university students. Brand equity is defined in three dimensions which are
brand awareness, perceived quality and brand loyalty. Data was collected by
1190 subjects studying at the faculties of Aksaray University. The data was
tested by Structural Equation Modeling. As a result of the research, it was
found that brand awareness affects perceived quality, but it does not affect
the brand loyalty and overall brand value. Perceived quality affects brand
loyalty and overall brand value, while the brand loyalty affects the overall
brand value. Furthermore, it was found that overall brand value affects
purchase intention.

 

Anahtar Kelimeler

Brand Equity, Overall Brand Equity, Purchase Intention, Structural Equation Modelling

Kaynakça

• Aaker, A. D. (1991). Managing Brand Equity. New York: The Free Press.
• Aaker, D. A. (1996). Measuring Brand Equity Across Product and Markets. California Management Review, 38(Spring), 102- 120.
• Ahmad, F. & Sherwani, N. U. K. (2015). An Empirical Study on the effect of Brand Equity Mobile Phones on Customer Satisfaction. International Journal of Marketing Studies, 7(2), 59-69.
• Altunışık, R., Coşkun, R., Bayraktaroğlu S. & Yıldırım, E. (2004). Araştırma Yöntemleri. 3.Basım, Avcı Ofset, İstanbul.
• Atılgan, E., Aksoy, Ş., & Akıncı, S. (2005). Determinants of the brand equity: A verification approach in the beverage industry in Turkey. Marketing Intelligence & Planning, 23(2/3), 237-248.
• Avcılar, M.Y. (2008). Tüketici Temelli Marka Değerinin Ölçümü. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 17(1), 11-30.
• Ayyıldız, H., Cengiz, E. & Ustasüleyman, T. (2006). Üretim ve Pazarlama Bölüm Çalışanları Arası Davranışsal Değişkenlerin Firma Performansı Üzerine Etkisine İlişkin Yapısal Bir Model Önerisi. Muğla Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 17, 21-38.
• Baldauf, A., Cravens, K. S. & Binder, G. (2003). Performance consequences of brand equity management: Evidence from organizations in the value chain. The Journal of Product and Brand Management, 12(4/5), 220-234.
• Bilgili, B., Özkul, E. (2015). Brand Awareness, Brand Personality, Brand Loyalty And Consumer Satisfaction Relations in Brand Positioning Strategies (A Torku Brand Sample). Journal of Global Strategic Management, 9(2), 89-106.
• Buil, I., Martinez, E. & Chernatony, L. (2013). The İnfluence of Brand Equity on Consumer Responses. Journal of Consumer Marketing, 30(1), 62-74.
• Can, P. (2016). Marka Deneyimi, Hedonik Duygular ve Algılanan Reklam Harcamalarının Marka Değeri Boyutlarına Etkisi Üzerine Fast Food Sektöründe Bir Araştırma, Uluslararası Yönetim İktisat ve İşletme Dergisi,12(30), 121-143.
• Chong, V. K., Rundus, M. J. (2004). Total Quality Management Market Competition and Organizational Performance. The British Accounting Review, 36(2), 155-172.
• Demir, S.S., Demir, M., & Nield, K. (2013). The effects of customer focused selling on destination choice and decision of purchasing: An empirical study on British tourists travelling to Turkey. International Journal of Human Sciences, 10(2), 443-461.
• Erdem, T., Swait, J. & Valenzuela, A. (2006), Brand as signals: a cross-country validation study. Journal of Marketing, 70, January, 34-49. Farquhar, P. H. (1989), Managing Brand Equity. Marketing Research, September, 24-33.
• Gill, M., S., Dawra, J. (2010). Evaluating Aaker’s sources of brand equity and the mediating role of brand image. Journal of Targeting, Measurement and Analysis for Marketing, 18(3), 189-198.
• Girard, T., Trapp, P., Pınar, M., Gülsoy T. & Boyt, T. E. (2017). Consumer-Based Brand Equity of A Private-Label Brand:Measuring and Examining Determinants. Journal of Marketing Theory and Practice, 25(1), 39-56.
• Hair, J. F. Jr., Anderson, R. E., Tahtam, R. L., Black, W. C. (1998). Multivariate Data Analysis. Fifth Edition. Prentice Hall Inc., New Jersey. Hooper, D., Mullen, C. J. (2008). Structural Equation Modelling: Guidelines for Determining Model Fit. Electronic Journal of Business Research Methods, 6(1),53-60.
• Ishak, F., Ghani, N. H. (2013). A review of the literature on brand loyalty and customer loyalty. In: Conference on Business Management Research,11, 186-198.
• Jara, M., Cliquet, G. (2012). Retail brand equity: Conceptualization and measurement. Journal of Retailing and Consumer Services, 19,140–149.
• Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1),1-22.
• Keller, K. L., Lehman, D. R. (2003). How do brands create value?. Marketing Management, May/June, 27-31.
• Keller, K. L. (2013). Strategic Brand Management:Building, Measuring, and Managing Brand Equity(4th ed.). Upper Saddle River, NJ: Pearson Prentice-Hall.
• Keskin, H. D.,Yıldız, S. (2010). Tüketicilerin Marka Tercihlerinde Etkili Olan Faktörler İle Marka İmajı’nın Marka Değeri Üzerindeki Etkileri: Trabzon Örneği. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, (27), 239–254.
• Khan, M. N., Rizwan, M., Islam, F., Aabdeen, Z. & Rehman, M. (2016). The Effect of Brand Equity of Mobile Phones on Customer Satisfaction: An Empirical Evidence from Pakistan. American Journal of Business and Society, 1(1), 1-7.
• Kim, H., Kim, W. G. & An, J. A. (2003). The effect of consumer-based brand equity on firms' financial performance. The Journal of Consumer Marketing, 20(4/5), 335-351.
• Kim, J., Hyun, Y. (2011). A model to investigate the influence of marketing-mix efforts and corporate image on brand equity in the IT software sector. Industrial Marketing Management, 40, 424–438.
• Kim, W. G., Kim, H. (2004). Measuring customer-based restaurant brand equity: Investigating the relationship between brand equity and firms' performance. Cornell Hotel and Restaurant Administration Quarterly,45(2),115-131.
• Karahasan, F. (2012). Taşlar Yerinden Oynarken-Dijital Pazarlamanın Kuralları,1. Basım, Doğan Egmont Yayıncılık ve Yapımcılık Tic. A.Ş.,İstanbul.
• Kocaman, S., Güngör, İ. (2012). Destinasyonlarda Müşteri Temelli Marka Değerinin Ölçülmesi ve Marka Değeri Boyutlarının Genel Marka Değeri Üzerindeki Etkileri: Alanya Destinasyonu Örneği, Uluslararası Alanya İşletme Fakültesi Dergisi,4(3),143-161.
• Koçak, A., Özer A. (2004). Marka Değeri Belirleyicileri: Bir Ölçek Değerlendirmesi. 9.Ulusal Pazarlama Kongresi, 6-8 Ekim 2004, Ankara.
• Konecnik, M., Gartner, W. C. (2007). Customer-based brand equity for a destination. Annals of Tourism, Research, 34(2), 400-421.
• Lakshmi, S., Kavida, V. (2016). Impact of Brand Equity on Purchase Intention of Home Appliances. The IUP Journal of Brand Management, 13 (4), 54-67.
• Latha, R. (2016). Service Based Brand Equity and Its Impact on Brand Preferences and Purchase Intention: A Study of Customers of Health Insurance in Thanjavur District. International Journal of Research in Commerce & Management,7(10),47-53.
• Loureiro, S. M. C. (2013). The Effect Of Perceıved Benefıts,Trust, Quality, Brand Awareness/Assocıatıons and Brand Loyalty on Internet Banking Brand Equity. International Journal of Electronic Commerce Studies, 4(2),139-158.
• Madhavaram, S., Badrinarayanan, V. & McDonald, R. E. (2005). Integrated Marketing Communication (Imc) And Brand Identity As Critical Components Of Brand Equity Strategy. Journal of Adversiting, 34(4), 69-80.
• Majid E., Zahra M. & Azade R. (2016). Effect of Dimensions of Servıce Quality on the Brand Equity in The Fast Food Industry. Studies in Business and Economics, 11(3), 30-46.
• Marangoz, M. (2007). Marka Değeri Algılamalarının Marka Yayılmaya Etkileri. Ege Akademik Bakış, 7(2), 459-483.
• Mills, I., & Williams, A. (2016). Understanding Brand Equity in Campus Recreational Sports:A Consumer-Based Perspective. Recreational Sports Journal, 40(2),120 -132.
• Nakip, M. (2004). Pazarlama Araştırmalarına Giriş, 1. Basım, Seçkin Yayıncılık, Ankara.
• Nunnally, Jum C. (1978), Psychometric theory, (2nd Edition), McGraw-Hill, New York.
• Odoom, R. (2016). Brand marketing programs and consumer loyalty–evidence from mobile phone users in an emerging market. Journal of Product & Brand Management, 25(7), 651–662.
• Özdemir, E. K., Güzeloğlu, E. B. (2015). Akıllı Telefonlar Ve Marka Değeri Algıları: Üniversite Öğrencileri Üzerine Bir Araştırma. Uluslararası Sosyal Araştırmalar Dergisi, 8(40), 730-742.
• Özkan, M., Solmaz, B. (2015). Mobile Addiction of Generation Z And Its Effects On Their Social Lifes. Procedia - Social and Behavioral Sciences, 205, 92 – 98.
• Pappu, R. ve Quester, P. (2006). A Consumer-Based Method for Retailer Equity Measurement: Results of an Empirical Study. Journal of Retailing and Consumer Services, 13(5), 317–329.
• Pappu, R., Quester, P. G. & Cooksey, R. W. (2005). Consumer‐based brand equity: improving the measurement–empirical evidence. Journal of Product & Brand Management, 14(3), 143-154.
• Prahinski, C., Fan, Y. (2007). Supplier Evaluations: The Role of Communication Quality. The Journal of Supply Chain Management, 43(3),16-28.
• Rao, P., Holt, D. (2005). Do Green Supply Chains Lead to Competitiveness and Economic Performance. International Journal of Operations & Production Management, 25(9), 898-916.
• Rasouli, R. (2016). Tüketici temelli marka değeri ile perakendeci temelli marka değerinin karşılaştırılması ve perakendeci temelli marka değerinin marka performansına etkisi üzerine bir araştırma (Ağrı-Iğdır-Van illerinde süt ürünleri örneği). (Yayınlanmamış doktora tezi). Atatürk Üniversitesi Sosyal Bilimler Enstitüsü, Erzurum.
• Sakakibara, S., Flynn, B. B. & Schroeder, G. (1993). A Framework and Measurement Instrument For Just-in-time Manufacturing. Production and Operations Management, 2(3), 177-194.
• Sasmita, J., Suki, N. M. (2015). Young consumers’ insights on brand equity: Effects of brand association, brand loyalty, brand awareness, and brand image. International Journal of Retail & Distribution Management, 43(3), 276-292.
• Saydan, R. (2013). Relationship between Country of Origin Image and Brand Equity: An Empirical Evidence in England Market. International Journal of Business and Social Science, 4(3), 78-88.
• Shafi, S.I., Madhavaiah, C. (2014). Defining Customer-Based Brand Equity: An Evaluation of Previous Studies, Srusti Management Review,7(2),34-39.
• Tabachnick, B. G., Fidell, L.S. (2001). Using Multivarite Statistics, Fourt Edition, Allyn&Bacon, a Pearson Education Company.
• Tanveer, Z., Lodhi, R. N. (2016). The Effect of Brand Equity on Customer Satisfaction: An Empirical Study Based on David Aaker’s Brand Equity Model. The IUP Journal of Brand Management, 13(3), 43-54.
• Taşkın, Ç., Akat, Ö. (2010). Tüketici Temelli Marka Değerinin Yapısal Eşitlik Modelleme ile Ölçümü ve Dayanıklı Tüketim Malları Sektöründe Bir Araştırma. İşletme ve Ekonomi Araştırmaları Dergisi, 1(2), 1-16.
• Taşkın, Ç. (2016). Otomobil Sektöründe Tüketici Temelli Marka Değerinin Ölçümü Üzerine Bir Araştırma. Business and Economics Research Journal, 7(3), 125-136.
• Ural, T., Perk, H. G. (2012). Tüketici Temelli Marka Değerinin Kişisel Bilgisayar Satın Alma Niyeti Üzerine Etkisi: Antakya’da Bir Çalışma. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 2(3),11-26.
• Vazquez R., Rio A.B. & Iglesias V. (2002) Consumer-based Brand Equity: Development and Validation of a Measurement Instrument. Journal of Marketing Management 18(1-2): 27-48.
• Veronique V. A., Wittlox, F. & Wee, B. V. (2007). The effects of the Land Use System on Travel Behavior: Structural Equation Modeling Approach. Transportation Planning and Technology, 30(4),331-353.
• Washburn, J. H., Plank, R. E. (2002). Measuring Brand Equity: An Evaluation of a Consumer-Based Brand Equity Scale. Journal of Marketing Theory and Practice, 10(1),46-62.
• Yasin, N. M., Noor, M. N. & Mohamad, O. (2007). Does image of country-of-origin matter to brand equity?. Journal of Product & Brand Management,16(1), 38–48.
• Yılmaz, M. K., Bağdigen, S. (2015). Endüstriyel Hizmetlerde Marka Değeri: Muhasebe Yazılım Programı Kullanıcıları Üzerinde Bir Uygulama. Atatürk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 19 (3), 233-246.
• Yoo, B., Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52,1-14.
• Yoo, B., Donthu, N. (2002). Testing cross-cultural in variance of the brand equity creation process. Journal of Product & Brand Management, Vol. 11 No. 6, pp. 380-98.
• Yoo, B., Donthu, N. & Lee, S. (2000). An Examination of Selected Marketing Mix Elements and Brand Equity. Academy of Marketing Science Journal, 28(2), 195-211.
• Zhang, C., Suhong, L. (2006). Secure Information Sharing in Internet-Based Supply Chain Management Systems. Journal of Computer Information Systems, 46(4),18-24.