Araştırma Makalesi
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Tüketicilerin Dijital Medya Ürünleri ve Dijital Medya Markalarıyla İlişkileri

Yıl 2021, Cilt 12, Sayı 2, 111 - 128, 31.12.2021
https://doi.org/10.34231/iuyd.910428

Öz

Teknolojinin gelişmesi ile birlikte, insanlar, dijital platformlardan istedikleri müziğe ya da filme istedikleri zaman, istedikleri yerde ulaşabilmektedirler. Ancak, bu tür ürünlerin kalıcılığı fiziksel ürünlerden daha azdır ve bu durum ürünlere atfedilen değeri etkilemektedir. Bu araştırmada, dijital müzik ürünleri ve dijital video ürünleri için kalıcılık hissinin, satın alma niyetine olan etkisi incelenmiştir. Kalıcılık hissinin, sırasıyla psikolojik sahipliğe, markayla kurulan duygusal bağlara ve satın alma niyetine yansıması beklenmektedir. Bu etki, sıralı arabuluculuk modeli (PROCESS 3.0, Model 6) kullanılarak dijital müzik ve video ürünleri için ayrı ayrı test edilmiştir. Cinsiyet, yaş, marka farkındalığı ve marka güveni kontrol değişkenleri olarak modele eklenmiştir. Araştırmada kolayda örnekleme metodu kullanılmıştır. Anketler, çevrimiçi bir anket platformu aracılığıyla sosyal medya üzerinden dağıtılmış ve toplam 161 kullanılabilir veri elde edilmiştir. Araştırma sonuçları hem dijital müzik, hem de dijital video ürünleri için kalıcılık hissinin, satın alma niyetine olumlu bir etkisinin olduğunu göstermiştir. Ancak, bu etki dijital müzik ürünleri için sırasıyla psikolojik sahiplik ve markayla kurulan duygusal bağ üzerinden gerçekleşmektedir. Dijital video ürünleri için ise kalıcılık hissinin satın alma niyeti üzerine hem doğrudan etkisi, hem de psikolojik sahiplik ve markayla kurulan duygusal bağ üzerinden dolaylı etkisi bulunmaktadır.

Kaynakça

  • Aaker, D. ve Keller, K. L. (1990). Consumer Evaluations of Brand extensions, Journal of Marketing, 54(1), 27-41.
  • Alkaya, B. D. ve Korkmaz Devrani, T. (2018). Dokunma İhtı̇yacı ve Yazılı Bilgı̇nı̇n Psı̇kolojı̇k Sahı̇plı̇k Üzerı̇ndekı̇ Etkı̇sı̇. Pazarlama ve Pazarlama Araştırmaları Dergisi, 22(1), 205-232.
  • Asatryan, V. S. ve Oh, H. (2008). Psychological Ownership Theory: An Exploratory Application in the Restaurant Industry. Journal of Hospitality and Tourism Research, 32(3), 363-386.
  • Atasoy, Ö. ve Morewedge, C. K. (2016). Better to Have a Book in the Hand than Two in the Cloud: Consumer Preferences for Physical over Digital Goods. Advances in Consumer Research, 44(1), 21-25.
  • Atasoy, Ö. ve Morewedge, C. K. (2017). Digital Goods are Valued Less than Physical Goods. Journal of Consumer Research, 44(6), 1343-1357.
  • Ball, A. D. ve Tasaki, L. H. (1992). The Role and Measurement of Attachment in Consumer Behavior. Journal of Consumer Psychology, 1(2), 155-172.
  • Bardhi, F., Eckhardt, G. M. ve Arnould, E. J. (2012). Liquid Relationship to Possessions. Journal of Consumer Research, 39(3), 510-529.
  • Barnes, J. G. (2003). Establishing Meaningful Customer Relationships: Why Some Companies and Brands Mean More to Their Customer. Managing Service Quality, 13(3), 178-186.
  • Belk, R. W. (1988). Possessions and the Extended Self. Journal of Consumer Research, 15(2), 139-168.
  • Berry, L. (2000). Cultivating Service Brand Equity. Journal of the Academy of Marketing Science, 28(1), 128-137.
  • Chaudhuri, A. ve Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2), 81-93.
  • Christodoulides, G., de Chernatony, L., Furrer, O. ve Abimbola, T. (2006). Conceptualising and Measuring the Equity of Online Brands. Journal of Marketing Management, 22(7/8), 799-825.
  • Cram, F. ve Paton, H. (1993). Personal Possessions and Self-identity: The Experiences of Elderly Women in Three Residential Settings. Australian Journal of Aging, 12, 19-24.
  • Csíkszentmihályi, M. ve Rochberg-Halton, E. (1981). The Meaning of Things: Domestic Symbols and the Self. Cambridge, MA: Cambridge University Press.
  • de Chernatony, L. (2010). From Brand Vision to Brand Evaluation: The Strategic Process of Growing and Strengthening Brands. Oxford: Butterworth Heinemann.
  • DeWitt, T., Nguyen, D.T. ve Marshall, R. (2008). Exploring Customer Loyalty Following Service Recovery: The Mediating Effects of Trust and Emotions. Journal of Service Research, 10, 269-281.
  • Dittmar, H. (1991). Meanings of Material Possessions as Reflections of Identity: Gender and Socio-material Position in Society. Journal of Social Behavior and Personality, 6, 165-186.
  • Doney, P. M. ve Cannon, J. P. (1997). An Examination of the Nature of Trust in Buyer-seller Relationships. Journal of Marketing, 2(4), 35-51.
  • Feeney, J. A. ve Noller, P. (1996). Adult Attachment. London: Sage Publications.
  • Fedorikhin, A., Park C. W. ve Thomson, M. (2008). Beyond Fit and Attitude: The Effect of Emotional Attachment on Consumer Responses to Brand Extensions. Journal of Consumer Psychology, 18(4), 281-291.
  • Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 24(3), 343-373.
  • Fuchs, C., Prandelli, E. ve Schreier, M. (2010). The Psychological Effects of Empowerment Strategies on Consumers’ Product Demand. Journal of Marketing, 74(1), 65-79.
  • Grisaffe, D. ve Nguyen, H. (2011). Antecedents of Emotional Attachment to Brands. Journal of Business Research, 64(10), 1052-1059.
  • Hair, J. F., Black, W. C., Babin, B. J. ve Anderson, R. E. (2010). Multivariate Data Analysis a Global Perspective. Pearson, 7th Edition, Global Edition.
  • Hayes, A. F. (2013). Introduction to Mediation, Moderation, and Conditional Process Analysis. New York, USA: The Guilford Press.
  • Heding, T., Knudtzen, C. F. ve Bjerre, M. (2009). Brand Management, Research, Theory and Practice. New York: Routledge.
  • Hoyer, W. D. ve Brown, S. P. (2014). Effects Of Brand Awareness On Choice For A Common, Repeat-Purchase Product. Journal of Consumer Research, 17(2), 141-148.
  • Kirk, D. ve Sellen, A. (2010). On Human Remains, Values and Practice in the Home Archiving of Cherished Objects. Transactions on Computer-Human Interaction, 17(23), 1-43.
  • Kirk, C. P., McSherry, B. ve Swain, S. D. (2015). Investing the Self: The Effect of Nonconscious Goals on Investor Psychological Ownership and Word-of-mouth Intentions. Journal of Behavioral and Experimental Economics, 58(October), 186-194.
  • Kotler, P. ve Keller, K. L. (2009). Marketing Management, 13th Edition. UK: Pearson Education International.
  • Lau, G. T. ve Lee, S. H. (1999). Consumer’s Trust in a Brand and the Link to Brand Loyalty. Journal of Market Focused Management, 4(1), 341-370.
  • Lessard-Bonaventure, S. ve Chebat, J.-C. (2015). Psychological Ownership, Touch and Willingness to Pay for an Extended Warranty. Journal of Marketing Theory ve Practice, 23(2), 224-234.
  • Lomax, R. G. ve Hahs-Vaughn, D. L. (2012). An Introduction to Statistical Concepts. Third Edition, New York: Routledge.
  • Luk, S. T. K. ve Yip, L. S. C. (2008). The Moderator Effect of Monetary Sales Promotion of the Relationship between Brand Trust and Purchase Behaviour. Brand Management, 15(6), 452-464.
  • Malär, L., Krohmer, H., Hoyer, W. D. ve Nyffenegger, B. (2011). Emotional Brand Attachment and Brand Personality: The Relative Importance of the Actual and the Ideal Self. Journal of Marketing, 75(4), 35-52.
  • Marshall, D. P. (2004). New Media Culture. New York: Oxford University Press.
  • Molinillo, S., Japutra, A., Nguyen, B. ve Chen, C. H. S. (2017). Responsible Brands Active Brands? An Examination of Brand Personality on Brand Awareness, Brand Trust, and Brand Loyalty. Marketing Intelligence ve Planning, 35(2), 166-179.
  • Morgan, M. R. ve Hunt, D. S. (1994). The Commitment-trust Theory of Relationships Marketing. Journal of Marketing, 58(July), 20-38.
  • Odom, W., Sellen, A., Harper, R. ve Thereska, E. (2012). Lost in Translation: Understanding the Possession of Digital Things in the Cloud. Proceedings of the SIGCHI Conference on Human Factors in Computing Systems, (pp. 781-790). New York: ACM Press.
  • Park, W. C., MacInnis, D. J., Priester, J. R., Eisingerich, A. B. ve Iacobucci, D. (2010). Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity drivers. Journal of Marketing, 74(6), 1-17.
  • Pavlou, P. A. (2003). Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model. International Journal of Electronic Commerce, 7(3), 101-134.
  • Kirk, C. P. ve Swain, S. D. (2018). Consumer Psychological Ownership of Digital Technology. In J. Peck, J., S. B. Shu (Eds.), Psychological Ownership and Consumer Behavior (pp. 64-90). Los Angeles, CA: Springer.
  • Petrelli, D. ve Whittaker, S. (2010). Family Memories in the Home: Contrasting Physical and Digital Mementos. Personal and Ubiquitous Computing, 14(2), 153-169.
  • Pierce, J. L., Kostova, T. ve Dirks, K. T. (2001). Toward a Theory of Psychological Ownership in Organizations. Academy of Management Review, 26(2), 298-310.
  • Pierce, J. L., Kostova, T. ve Dirks, K. T. (2003). The State of Psychological Ownership: Integrating and Extending a Century of Research. Review of General Psychology, 7(1), 84-107.
  • Preacher, K. J. ve Kelley, K. (2011). Effect Size Measures for Mediation Models: Quantitative Strategies for Communicating Indirect Effects. Psychological Methods, 16(2), 93-115.
  • Robert Jr., L. P., Dennis, A. R. ve Hung, Y. T. C. (2009). Individual Swift Trust and Knowledge-based Trust in Face-to-face and Virtual Team Members. Journal Of Management Information Systems, 26(2), 241-279.
  • Rotter, J. B. (1980). Interpersonal Trust, Trustworthiness, and Gullibility. American Psychologist, 35(1), 1-7.
  • Shu, S. B. ve Peck, J. (2011). Psychological Ownership and Affective Reaction: Emotional Attachment Process Variables and the Endowment Effect. Journal of Consumer Psychology, 21(4), 439-452.
  • Spears, N. ve Yazdanparast, A. (2014). Revealing Obstacles to the Consumer Imagination. Journal of Consumer Psychology, 24(3), 363-372. Sperling, M. B. ve Berman, W. H. (1994). Attachment in Adults: Clinical and Developmental Perspectives. New York: Guilford Press.
  • Thomson, M., MacInnis, D. J. ve Park, C. W. (2005). The Ties that Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands. Journal of Consumer Psychology, 15(1), 77-91.
  • Tsai, S-P. (2005). Utility, Cultural Symbolism and Emotion: A Comprehensive Model of Brand Purchase Value. International Journal of Research in Marketing, 22(3), 277-291.
  • Wang, J., Zhao, X. ve Bamossy, G. J. (2009) The Sacred and Profane in Online Gaming: A Netnographic Enquiry of Online Gamers. In N. T. Wood, ve M. R. Solomon (Eds.), Virtual Social Identity and Consumer Behaviour (pp. 109-124). Armonk, New York: M. E. Sharpe.
  • Watkins, R. D., Denegri-Knott, J. ve Molesworth, M. (2016). The Relationship between Ownership and Possession: Observations from the Context of Digital Virtual Goods. Journal of Marketing Management, 32(1-2), 44-70.
  • Watkins, R. ve Molesworth, M. (2012). Attachment to Digital Virtual Possessions in Videogames. In R. W. Belk, S. Askegaard, ve L. Scott (Eds.), Research in Consumer Behavior, 14, 153-171. Bingley: Emerald Group Publishing Limited.
  • Yoo, B. ve Donthu, N. (2001). Developing and Validating a Multidimensional Consumer-based Brand Equity Scale. Journal of Business Research, 52(1), 1-14.

Consumers' Connections with Digital Media Products and Digital Media Brands

Yıl 2021, Cilt 12, Sayı 2, 111 - 128, 31.12.2021
https://doi.org/10.34231/iuyd.910428

Öz

With the development of technology, people can reach the music or films they like whenever and wherever they like via digital platforms. Nonetheless, permanence of such products is perceived less than physical products and this affects the valuation of the products. In this research, the effect of sense of permanence on purchase intention is examined for digital music and video products. It is expected that permanence would affect psychological ownership, emotional connections with the brand and purchase intention respectively. This effect is tested for digital music and video products separately using a serial mediation model (PROCESS 3.0, Model 6). Gender, age, brand awareness, and brand trust were also added as control variables. In the research, convenience sampling method is used. Surveys are distributed through a survey platform via social media and a total of 161 usable data is collected. The results of the study have shown that sense of permanence has an effect on purchase intention both for digital music and video products. But, for digital music products, this effect is through psychological ownership and emotional connection with the brand, respectively. For digital video products, sense of permanence has both a direct effect on purchase intention and an indirect effect through psychological ownership and emotional connection with the brand.

Kaynakça

  • Aaker, D. ve Keller, K. L. (1990). Consumer Evaluations of Brand extensions, Journal of Marketing, 54(1), 27-41.
  • Alkaya, B. D. ve Korkmaz Devrani, T. (2018). Dokunma İhtı̇yacı ve Yazılı Bilgı̇nı̇n Psı̇kolojı̇k Sahı̇plı̇k Üzerı̇ndekı̇ Etkı̇sı̇. Pazarlama ve Pazarlama Araştırmaları Dergisi, 22(1), 205-232.
  • Asatryan, V. S. ve Oh, H. (2008). Psychological Ownership Theory: An Exploratory Application in the Restaurant Industry. Journal of Hospitality and Tourism Research, 32(3), 363-386.
  • Atasoy, Ö. ve Morewedge, C. K. (2016). Better to Have a Book in the Hand than Two in the Cloud: Consumer Preferences for Physical over Digital Goods. Advances in Consumer Research, 44(1), 21-25.
  • Atasoy, Ö. ve Morewedge, C. K. (2017). Digital Goods are Valued Less than Physical Goods. Journal of Consumer Research, 44(6), 1343-1357.
  • Ball, A. D. ve Tasaki, L. H. (1992). The Role and Measurement of Attachment in Consumer Behavior. Journal of Consumer Psychology, 1(2), 155-172.
  • Bardhi, F., Eckhardt, G. M. ve Arnould, E. J. (2012). Liquid Relationship to Possessions. Journal of Consumer Research, 39(3), 510-529.
  • Barnes, J. G. (2003). Establishing Meaningful Customer Relationships: Why Some Companies and Brands Mean More to Their Customer. Managing Service Quality, 13(3), 178-186.
  • Belk, R. W. (1988). Possessions and the Extended Self. Journal of Consumer Research, 15(2), 139-168.
  • Berry, L. (2000). Cultivating Service Brand Equity. Journal of the Academy of Marketing Science, 28(1), 128-137.
  • Chaudhuri, A. ve Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2), 81-93.
  • Christodoulides, G., de Chernatony, L., Furrer, O. ve Abimbola, T. (2006). Conceptualising and Measuring the Equity of Online Brands. Journal of Marketing Management, 22(7/8), 799-825.
  • Cram, F. ve Paton, H. (1993). Personal Possessions and Self-identity: The Experiences of Elderly Women in Three Residential Settings. Australian Journal of Aging, 12, 19-24.
  • Csíkszentmihályi, M. ve Rochberg-Halton, E. (1981). The Meaning of Things: Domestic Symbols and the Self. Cambridge, MA: Cambridge University Press.
  • de Chernatony, L. (2010). From Brand Vision to Brand Evaluation: The Strategic Process of Growing and Strengthening Brands. Oxford: Butterworth Heinemann.
  • DeWitt, T., Nguyen, D.T. ve Marshall, R. (2008). Exploring Customer Loyalty Following Service Recovery: The Mediating Effects of Trust and Emotions. Journal of Service Research, 10, 269-281.
  • Dittmar, H. (1991). Meanings of Material Possessions as Reflections of Identity: Gender and Socio-material Position in Society. Journal of Social Behavior and Personality, 6, 165-186.
  • Doney, P. M. ve Cannon, J. P. (1997). An Examination of the Nature of Trust in Buyer-seller Relationships. Journal of Marketing, 2(4), 35-51.
  • Feeney, J. A. ve Noller, P. (1996). Adult Attachment. London: Sage Publications.
  • Fedorikhin, A., Park C. W. ve Thomson, M. (2008). Beyond Fit and Attitude: The Effect of Emotional Attachment on Consumer Responses to Brand Extensions. Journal of Consumer Psychology, 18(4), 281-291.
  • Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 24(3), 343-373.
  • Fuchs, C., Prandelli, E. ve Schreier, M. (2010). The Psychological Effects of Empowerment Strategies on Consumers’ Product Demand. Journal of Marketing, 74(1), 65-79.
  • Grisaffe, D. ve Nguyen, H. (2011). Antecedents of Emotional Attachment to Brands. Journal of Business Research, 64(10), 1052-1059.
  • Hair, J. F., Black, W. C., Babin, B. J. ve Anderson, R. E. (2010). Multivariate Data Analysis a Global Perspective. Pearson, 7th Edition, Global Edition.
  • Hayes, A. F. (2013). Introduction to Mediation, Moderation, and Conditional Process Analysis. New York, USA: The Guilford Press.
  • Heding, T., Knudtzen, C. F. ve Bjerre, M. (2009). Brand Management, Research, Theory and Practice. New York: Routledge.
  • Hoyer, W. D. ve Brown, S. P. (2014). Effects Of Brand Awareness On Choice For A Common, Repeat-Purchase Product. Journal of Consumer Research, 17(2), 141-148.
  • Kirk, D. ve Sellen, A. (2010). On Human Remains, Values and Practice in the Home Archiving of Cherished Objects. Transactions on Computer-Human Interaction, 17(23), 1-43.
  • Kirk, C. P., McSherry, B. ve Swain, S. D. (2015). Investing the Self: The Effect of Nonconscious Goals on Investor Psychological Ownership and Word-of-mouth Intentions. Journal of Behavioral and Experimental Economics, 58(October), 186-194.
  • Kotler, P. ve Keller, K. L. (2009). Marketing Management, 13th Edition. UK: Pearson Education International.
  • Lau, G. T. ve Lee, S. H. (1999). Consumer’s Trust in a Brand and the Link to Brand Loyalty. Journal of Market Focused Management, 4(1), 341-370.
  • Lessard-Bonaventure, S. ve Chebat, J.-C. (2015). Psychological Ownership, Touch and Willingness to Pay for an Extended Warranty. Journal of Marketing Theory ve Practice, 23(2), 224-234.
  • Lomax, R. G. ve Hahs-Vaughn, D. L. (2012). An Introduction to Statistical Concepts. Third Edition, New York: Routledge.
  • Luk, S. T. K. ve Yip, L. S. C. (2008). The Moderator Effect of Monetary Sales Promotion of the Relationship between Brand Trust and Purchase Behaviour. Brand Management, 15(6), 452-464.
  • Malär, L., Krohmer, H., Hoyer, W. D. ve Nyffenegger, B. (2011). Emotional Brand Attachment and Brand Personality: The Relative Importance of the Actual and the Ideal Self. Journal of Marketing, 75(4), 35-52.
  • Marshall, D. P. (2004). New Media Culture. New York: Oxford University Press.
  • Molinillo, S., Japutra, A., Nguyen, B. ve Chen, C. H. S. (2017). Responsible Brands Active Brands? An Examination of Brand Personality on Brand Awareness, Brand Trust, and Brand Loyalty. Marketing Intelligence ve Planning, 35(2), 166-179.
  • Morgan, M. R. ve Hunt, D. S. (1994). The Commitment-trust Theory of Relationships Marketing. Journal of Marketing, 58(July), 20-38.
  • Odom, W., Sellen, A., Harper, R. ve Thereska, E. (2012). Lost in Translation: Understanding the Possession of Digital Things in the Cloud. Proceedings of the SIGCHI Conference on Human Factors in Computing Systems, (pp. 781-790). New York: ACM Press.
  • Park, W. C., MacInnis, D. J., Priester, J. R., Eisingerich, A. B. ve Iacobucci, D. (2010). Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity drivers. Journal of Marketing, 74(6), 1-17.
  • Pavlou, P. A. (2003). Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model. International Journal of Electronic Commerce, 7(3), 101-134.
  • Kirk, C. P. ve Swain, S. D. (2018). Consumer Psychological Ownership of Digital Technology. In J. Peck, J., S. B. Shu (Eds.), Psychological Ownership and Consumer Behavior (pp. 64-90). Los Angeles, CA: Springer.
  • Petrelli, D. ve Whittaker, S. (2010). Family Memories in the Home: Contrasting Physical and Digital Mementos. Personal and Ubiquitous Computing, 14(2), 153-169.
  • Pierce, J. L., Kostova, T. ve Dirks, K. T. (2001). Toward a Theory of Psychological Ownership in Organizations. Academy of Management Review, 26(2), 298-310.
  • Pierce, J. L., Kostova, T. ve Dirks, K. T. (2003). The State of Psychological Ownership: Integrating and Extending a Century of Research. Review of General Psychology, 7(1), 84-107.
  • Preacher, K. J. ve Kelley, K. (2011). Effect Size Measures for Mediation Models: Quantitative Strategies for Communicating Indirect Effects. Psychological Methods, 16(2), 93-115.
  • Robert Jr., L. P., Dennis, A. R. ve Hung, Y. T. C. (2009). Individual Swift Trust and Knowledge-based Trust in Face-to-face and Virtual Team Members. Journal Of Management Information Systems, 26(2), 241-279.
  • Rotter, J. B. (1980). Interpersonal Trust, Trustworthiness, and Gullibility. American Psychologist, 35(1), 1-7.
  • Shu, S. B. ve Peck, J. (2011). Psychological Ownership and Affective Reaction: Emotional Attachment Process Variables and the Endowment Effect. Journal of Consumer Psychology, 21(4), 439-452.
  • Spears, N. ve Yazdanparast, A. (2014). Revealing Obstacles to the Consumer Imagination. Journal of Consumer Psychology, 24(3), 363-372. Sperling, M. B. ve Berman, W. H. (1994). Attachment in Adults: Clinical and Developmental Perspectives. New York: Guilford Press.
  • Thomson, M., MacInnis, D. J. ve Park, C. W. (2005). The Ties that Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands. Journal of Consumer Psychology, 15(1), 77-91.
  • Tsai, S-P. (2005). Utility, Cultural Symbolism and Emotion: A Comprehensive Model of Brand Purchase Value. International Journal of Research in Marketing, 22(3), 277-291.
  • Wang, J., Zhao, X. ve Bamossy, G. J. (2009) The Sacred and Profane in Online Gaming: A Netnographic Enquiry of Online Gamers. In N. T. Wood, ve M. R. Solomon (Eds.), Virtual Social Identity and Consumer Behaviour (pp. 109-124). Armonk, New York: M. E. Sharpe.
  • Watkins, R. D., Denegri-Knott, J. ve Molesworth, M. (2016). The Relationship between Ownership and Possession: Observations from the Context of Digital Virtual Goods. Journal of Marketing Management, 32(1-2), 44-70.
  • Watkins, R. ve Molesworth, M. (2012). Attachment to Digital Virtual Possessions in Videogames. In R. W. Belk, S. Askegaard, ve L. Scott (Eds.), Research in Consumer Behavior, 14, 153-171. Bingley: Emerald Group Publishing Limited.
  • Yoo, B. ve Donthu, N. (2001). Developing and Validating a Multidimensional Consumer-based Brand Equity Scale. Journal of Business Research, 52(1), 1-14.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Araştırma Makalesi
Yazarlar

Umut KUBAT> (Sorumlu Yazar)
AKDENİZ ÜNİVERSİTESİ
Türkiye


Hasan Ali ACAR>
AKDENİZ ÜNİVERSİTESİ
0000-0003-3979-4226
Türkiye

Yayımlanma Tarihi 31 Aralık 2021
Yayınlandığı Sayı Yıl 2021, Cilt 12, Sayı 2

Kaynak Göster

APA Kubat, U. & Acar, H. A. (2021). Tüketicilerin Dijital Medya Ürünleri ve Dijital Medya Markalarıyla İlişkileri . Journal of Internet Applications and Management , 12 (2) , 111-128 . DOI: 10.34231/iuyd.910428