Araştırma Makalesi
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Word of Mouth Communication: Explaining The Roles of Value Congruity and Brand Love

Yıl 2021, Cilt: 16 Sayı: 61, 32 - 61, 31.01.2021

Bülent Demirağ , Sinan Çavuşoğlu

https://doi.org/10.19168/jyasar.716698
Cited By: 1

Öz

Kaynakça

  • Aaker, D. A. 1996. “Measuring Brand Equity Across Products and Markets.” California Management Review, 38(3), 102-120.
  • Aaker, J. L. 1997. “Dimensions of brand personality.” Journal of Marketing, 34(3), 47-56.
  • Ahuvia, A. C. 1993. “I love it! Towards an unifying theory of love across divers love objects.” Ph. Dissertation, Northwestern University.
  • Albert, N., Merunka, D. ve Valette-Florence, P. 2008. “When consumers love their brands: Exploring the concept and its dimensions.” Journal of Business Research, 61(10), 1062-1075.
  • Albert, N. ve Merunka, D. 2013. “The role of brand love in consumer-brand relationships.” Journal of Consumer Marketing, 30(3), 258-266.
  • Al-Haddad A. 2019. “Social Identification, Brand Image and Customer Satisfaction as Determinants of Brand Love.” In: Mateev M., Poutziouris P. (eds) Creative Business and Social Innovations for a Sustainable Future. Advances in Science, Technology & Innovation (IEREK Interdisciplinary Series for Sustainable Development). Springer, Cham.
  • Al-Haddad, A. 2014. “The effect of brand image and brand loyalty on brand equity.” International Journal of Business and Management Invention, 3(51), 28-32.
  • Ali, F., Rasoolimanesh, S.M., Sarstedt, M., Ringle, C.M. ve Ryu, K. 2018. “An assessment of the use of partial least squares structural equation modeling (PLS-SEM) in hospitality research”. International Journal of Contemporary Hospitality Management, 30(1), 514-538.
  • Alkhawaldeh, A.M., Salleh, S.M. ve Halim, F. 2016. “Linkages between Political Brand Image, Affective Commitment and Electors Loyalty: The Moderating Influence of Reference Group.” Soc. Sci. Electron. Publ., 5, 18-36.
  • Anastasiei, B. ve Dospinescu, N. 2019. “Electronic Word-of-Mouth for Online Retailers: Predictors of Volume and Valence.” Sustainability, 11, 814.
  • Anggraeni, A. 2015. “Effects of Brand Love, Personality and Image on Word of Mouth; the Case of Local Fashion Brands among Young Consumers.” Procedia - Social and Behavioral Sciences, 211, 442-447.
  • Anwar, A., Gulzar, A., Sohail, F. ve Akram, S. 2011. “Impact of brand image, trust and affect on consumer brand extension attitude: the mediating role of brand loyalty.” International Journal of Economics and Management Sciences, 1(5), 73-79.
  • Arndt, J. 1967. “The role of product-related conversations in the diffusion of a new product.” Journal of Marketing Research, 4, 291-295.
  • Assael, H. 2004. “Consumer behavior: A strategic approach.” Boston: Houghton Mifflin Company.
  • Batra, R., Ahuvia, A. ve Bagozzi, R.P. 2012. “Brand Love”. Journal of Marketing, 76, 1-16.
  • Becheur, I., Bayarassou, O., ve Ghrib, H. 2017. “Beyond brand personality: Building consumer-brand emotional relationship.” Global Business Review, 18(3S), 1-17.
  • Burmann, C., Jost-Benz, M. ve Riley, N. 2009. “Towards an identity-based brand equity model.” Journal of Business Research, 62(2009), 390-397.
  • Carroll, B. A., ve Ahuvia, A.C. 2006. “Some antecedents and outcomes of brand love”. Market Letter, 17(2), 79-89.
  • Chandon, P. 2003. “Notes on measuring brand awareness, brand image, brand equity and brand value”, INSEAD Working Paper Series, March.
  • Charlett, D., Garland, R. ve Marr, N. 1995. “How Damaging is Negative Word of Mouth?” Marketing Bulletin, 6, 42-50.
  • Chaudhary, A.H. 2018. “Retracted Artıcle: Brand love: fiction or reality?” Journal of Strategic Marketing, 26, 8.
  • Chen, Chin-Tsu. 2016. “The Investigation on Brand Image of University Education and Students’ Word-of-Mouth Behavior.” Higher Education Studies, 6(4), 23-33.
  • Cheung, C. M., Lee, M. K., ve Thadani, D. R. 2009. “The impact of positive electronic word-of-mouth on consumer online purchasing decision.” In World Summit on Knowledge Society (pp. 501-510). Springer, Berlin, Heidelberg.
  • Chiosa, A. R., ve Anastasiei, B. 2017. “Negative Word-of-Mouth: Exploring the Impact of Adverse Messages on Consumers' Reactions on Facebook.” Review of Economic and Business Studies, 10(2), 157-173.
  • Del Rio, A. B., Vazquez, R. ve Iglesias, V. 2001. “The effects of brand associations on consumer response”. Journal of Consumer Marketing, 18(4/5), 410-425.
  • Farhat, R. ve Khan, B.M. 2012. “Effect of Brand Image & Self Image Congruency on Brand Preference & Customer Satisfaction.” International Journal of Marketing and Technology, 2(3), 92-102.
  • Ferguson, R.J., Paulin, M. ve Bergeron, J. 2009. “Customer sociability and the total service experience. Antecedents of positive word-of-mouth intentions.” Journal of Service Management, 21(1), 25-44.
  • Fornell, C. & Larcker, D. F. 1981. “Structural Equation Models With Unobservable Variables and Measurement Error: Algebra and Statistics.” Journal of Marketing Research, May, 382-388.
  • Fournier, S., ve Mick, D.G. 1999. “Rediscovering satisfaction.” Journal of Marketing, 63(4), 5-23.
  • Gul, M.S., Jan, F.A., Baloch, Q.B., Jan, M.F., ve Jan, M.F. 2012. “Brand image and brand loyalty.” Abasyn Journal of Social Sciences, 3(1), 55-74.
  • Gürbüz, S. ve Şahin, F. 2016. “Sosyal Bilimlerde Araştırma Yöntemleri.” (3.Baskı). Ankara: Seçkin Yayıncılık.
  • Ha, S., ve Im, H. 2012. “Identifying the Role of Self-Congruence on Shopping Behavior in the Context of U.S. Shopping Malls.” Clothing and Textiles Research Journal, 30(2), 87-101.
  • Hair, J. F., Risher, J. J., Sarstedt, M. ve Ringle, C. M. 2019. “When to use and how to report the results of PLS-SEM.” European Business Review, 31(1), 2-24.
  • Hair, J. F., Sarstedt, M., Ringle, C. M., ve Mena, J. A. 2012. “An Assessment of the Use of Partial Least Squares Structural Equation Modeling in Marketing Research.” Journal of the Academy of Marketing Science, 40(3), 414-433.
  • Hair, J.F., Ringle, C.M. ve Sarstedt, M. 2011. “PLS-SEM: indeed a silver bullet”. Journal of Marketing Theory and Practice, 19(2), 139-152.
  • Henseler, J., Ringle, C. M., ve Sinkovics, R. R. 2009. “The use of partial least squares path modeling in international marketing.” In New challenges to international marketing. Emerald Group Publishing Limited.
  • Heris, M.S. ve Ahmadian, B. 2017. “The Effects of Brand Image on Brand Love in the Sport Products of Companies of Nike and Adidas from the Sport Customers Perspective”.
  • Hu, L. T., ve Bentler, P. M. 1999. “Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives.” Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55.
  • Huang, C. C. 2017. “The impacts of brand experiences on brand loyalty: mediators of brand love and trust.” Management Decision, 55(5), 915-934.
  • Islam, J., Rahman, Z. ve Hollebeek, L. 2018a. “Consumer engagement in online brand communities: a solicitation of congruity theory.” Internet Research, 28(1), 23-45.
  • Islam, T. Attiq, S., Hameed, Z., Khokhar, M.N. ve Sheikh, Z. 2018b. “The impact of self-congruity (symbolic and functional) on the brand hate: A studybased on self-congruity theory.” British Food Journal.
  • Ismail, A. R., ve Melewar, T. C. 2015. “Binational study of the impact of brand image, brand personality and brand love on word of mouth: The case of fashion brands in UK and Switzerland.” In Marketing Dynamism & Sustainability: Things Change, Things Stay the Same… (pp. 462-471). Springer, Cham.
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Pozitif Ağızdan Ağıza İletişim: Değer Uyumu ve Marka Aşkı Rolünün Açıklanması

Yıl 2021, Cilt: 16 Sayı: 61, 32 - 61, 31.01.2021

Bülent Demirağ , Sinan Çavuşoğlu

https://doi.org/10.19168/jyasar.716698
Cited By: 1

Öz

Araştırma, değer uyumunun, marka aşkının ve marka imajının, pozitif ağızdan ağıza iletişime yol açan tüketici rollerinin değerlendirilmesi amacıyla gerçekleştirilmiştir. Araştırmanın evrenini Gaziantep’te yer alan kozmetik firmalarından 1 Ocak-1 Şubat tarihlerinde alışveriş yapan kadın tüketiciler oluşturmaktadır. Araştırmada hipotezlerin test edilmesi için Smart PLS 3 (Partial Least Squares) istatistik programı kullanılmıştır. Araştırmada ölçülmesi amaçlanan hipotezlerin testi için bootstrapping tekniği uygulanmıştır. Analiz sonuçlarına göre değerlerin uyumunun marka imajını, marka imajının da marka aşkını pozitif yönde anlamlı olarak etkilediği tespit edilmiştir. Değerlerinin uyumu, marka imajı ve marka aşkının marka bağlılığına etkisi de anlamlı çıkmıştır. Son olarak marka aşkının ve marka bağlılığının pozitif ağızdan ağıza iletişim üzerinde pozitif anlamlı etkisi olduğu yapılan analizler sonucunda tespit edilmiştir.

Anahtar Kelimeler

Değerlerin uyumu Marka imajı Marka aşkı Marka bağlılığı Pozitif ağızdan ağıza iletişim

Kaynakça

  • Aaker, D. A. 1996. “Measuring Brand Equity Across Products and Markets.” California Management Review, 38(3), 102-120.
  • Aaker, J. L. 1997. “Dimensions of brand personality.” Journal of Marketing, 34(3), 47-56.
  • Ahuvia, A. C. 1993. “I love it! Towards an unifying theory of love across divers love objects.” Ph. Dissertation, Northwestern University.
  • Albert, N., Merunka, D. ve Valette-Florence, P. 2008. “When consumers love their brands: Exploring the concept and its dimensions.” Journal of Business Research, 61(10), 1062-1075.
  • Albert, N. ve Merunka, D. 2013. “The role of brand love in consumer-brand relationships.” Journal of Consumer Marketing, 30(3), 258-266.
  • Al-Haddad A. 2019. “Social Identification, Brand Image and Customer Satisfaction as Determinants of Brand Love.” In: Mateev M., Poutziouris P. (eds) Creative Business and Social Innovations for a Sustainable Future. Advances in Science, Technology & Innovation (IEREK Interdisciplinary Series for Sustainable Development). Springer, Cham.
  • Al-Haddad, A. 2014. “The effect of brand image and brand loyalty on brand equity.” International Journal of Business and Management Invention, 3(51), 28-32.
  • Ali, F., Rasoolimanesh, S.M., Sarstedt, M., Ringle, C.M. ve Ryu, K. 2018. “An assessment of the use of partial least squares structural equation modeling (PLS-SEM) in hospitality research”. International Journal of Contemporary Hospitality Management, 30(1), 514-538.
  • Alkhawaldeh, A.M., Salleh, S.M. ve Halim, F. 2016. “Linkages between Political Brand Image, Affective Commitment and Electors Loyalty: The Moderating Influence of Reference Group.” Soc. Sci. Electron. Publ., 5, 18-36.
  • Anastasiei, B. ve Dospinescu, N. 2019. “Electronic Word-of-Mouth for Online Retailers: Predictors of Volume and Valence.” Sustainability, 11, 814.
  • Anggraeni, A. 2015. “Effects of Brand Love, Personality and Image on Word of Mouth; the Case of Local Fashion Brands among Young Consumers.” Procedia - Social and Behavioral Sciences, 211, 442-447.
  • Anwar, A., Gulzar, A., Sohail, F. ve Akram, S. 2011. “Impact of brand image, trust and affect on consumer brand extension attitude: the mediating role of brand loyalty.” International Journal of Economics and Management Sciences, 1(5), 73-79.
  • Arndt, J. 1967. “The role of product-related conversations in the diffusion of a new product.” Journal of Marketing Research, 4, 291-295.
  • Assael, H. 2004. “Consumer behavior: A strategic approach.” Boston: Houghton Mifflin Company.
  • Batra, R., Ahuvia, A. ve Bagozzi, R.P. 2012. “Brand Love”. Journal of Marketing, 76, 1-16.
  • Becheur, I., Bayarassou, O., ve Ghrib, H. 2017. “Beyond brand personality: Building consumer-brand emotional relationship.” Global Business Review, 18(3S), 1-17.
  • Burmann, C., Jost-Benz, M. ve Riley, N. 2009. “Towards an identity-based brand equity model.” Journal of Business Research, 62(2009), 390-397.
  • Carroll, B. A., ve Ahuvia, A.C. 2006. “Some antecedents and outcomes of brand love”. Market Letter, 17(2), 79-89.
  • Chandon, P. 2003. “Notes on measuring brand awareness, brand image, brand equity and brand value”, INSEAD Working Paper Series, March.
  • Charlett, D., Garland, R. ve Marr, N. 1995. “How Damaging is Negative Word of Mouth?” Marketing Bulletin, 6, 42-50.
  • Chaudhary, A.H. 2018. “Retracted Artıcle: Brand love: fiction or reality?” Journal of Strategic Marketing, 26, 8.
  • Chen, Chin-Tsu. 2016. “The Investigation on Brand Image of University Education and Students’ Word-of-Mouth Behavior.” Higher Education Studies, 6(4), 23-33.
  • Cheung, C. M., Lee, M. K., ve Thadani, D. R. 2009. “The impact of positive electronic word-of-mouth on consumer online purchasing decision.” In World Summit on Knowledge Society (pp. 501-510). Springer, Berlin, Heidelberg.
  • Chiosa, A. R., ve Anastasiei, B. 2017. “Negative Word-of-Mouth: Exploring the Impact of Adverse Messages on Consumers' Reactions on Facebook.” Review of Economic and Business Studies, 10(2), 157-173.
  • Del Rio, A. B., Vazquez, R. ve Iglesias, V. 2001. “The effects of brand associations on consumer response”. Journal of Consumer Marketing, 18(4/5), 410-425.
  • Farhat, R. ve Khan, B.M. 2012. “Effect of Brand Image & Self Image Congruency on Brand Preference & Customer Satisfaction.” International Journal of Marketing and Technology, 2(3), 92-102.
  • Ferguson, R.J., Paulin, M. ve Bergeron, J. 2009. “Customer sociability and the total service experience. Antecedents of positive word-of-mouth intentions.” Journal of Service Management, 21(1), 25-44.
  • Fornell, C. & Larcker, D. F. 1981. “Structural Equation Models With Unobservable Variables and Measurement Error: Algebra and Statistics.” Journal of Marketing Research, May, 382-388.
  • Fournier, S., ve Mick, D.G. 1999. “Rediscovering satisfaction.” Journal of Marketing, 63(4), 5-23.
  • Gul, M.S., Jan, F.A., Baloch, Q.B., Jan, M.F., ve Jan, M.F. 2012. “Brand image and brand loyalty.” Abasyn Journal of Social Sciences, 3(1), 55-74.
  • Gürbüz, S. ve Şahin, F. 2016. “Sosyal Bilimlerde Araştırma Yöntemleri.” (3.Baskı). Ankara: Seçkin Yayıncılık.
  • Ha, S., ve Im, H. 2012. “Identifying the Role of Self-Congruence on Shopping Behavior in the Context of U.S. Shopping Malls.” Clothing and Textiles Research Journal, 30(2), 87-101.
  • Hair, J. F., Risher, J. J., Sarstedt, M. ve Ringle, C. M. 2019. “When to use and how to report the results of PLS-SEM.” European Business Review, 31(1), 2-24.
  • Hair, J. F., Sarstedt, M., Ringle, C. M., ve Mena, J. A. 2012. “An Assessment of the Use of Partial Least Squares Structural Equation Modeling in Marketing Research.” Journal of the Academy of Marketing Science, 40(3), 414-433.
  • Hair, J.F., Ringle, C.M. ve Sarstedt, M. 2011. “PLS-SEM: indeed a silver bullet”. Journal of Marketing Theory and Practice, 19(2), 139-152.
  • Henseler, J., Ringle, C. M., ve Sinkovics, R. R. 2009. “The use of partial least squares path modeling in international marketing.” In New challenges to international marketing. Emerald Group Publishing Limited.
  • Heris, M.S. ve Ahmadian, B. 2017. “The Effects of Brand Image on Brand Love in the Sport Products of Companies of Nike and Adidas from the Sport Customers Perspective”.
  • Hu, L. T., ve Bentler, P. M. 1999. “Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives.” Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55.
  • Huang, C. C. 2017. “The impacts of brand experiences on brand loyalty: mediators of brand love and trust.” Management Decision, 55(5), 915-934.
  • Islam, J., Rahman, Z. ve Hollebeek, L. 2018a. “Consumer engagement in online brand communities: a solicitation of congruity theory.” Internet Research, 28(1), 23-45.
  • Islam, T. Attiq, S., Hameed, Z., Khokhar, M.N. ve Sheikh, Z. 2018b. “The impact of self-congruity (symbolic and functional) on the brand hate: A studybased on self-congruity theory.” British Food Journal.
  • Ismail, A. R., ve Melewar, T. C. 2015. “Binational study of the impact of brand image, brand personality and brand love on word of mouth: The case of fashion brands in UK and Switzerland.” In Marketing Dynamism & Sustainability: Things Change, Things Stay the Same… (pp. 462-471). Springer, Cham.
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  • Karlíček, M. Tomek, I. ve Křížek, M. 2010. “Word-of-Mouth marketing: An integrated model.” Ekonomika a Management, 2010(3), 1-11.
  • Kaul, S., Khokle, P. ve Koshy, A. 2006. “The value-congruity relationship model,” Ahmedabad, India: Indian Institute of Management.
  • Keller, K. L. 1993. “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity.” Journal of Marketing, 57(1), 1-22.
  • Khalid, N.R., Wel, C.A.C.,Mokhtaruddin, S.A. ve Alam, S.S. 2018. “The Influence of Self-Congruity on Purchase Intention for Cosmetic Merchandises.” International Journal of Academic Research in Business and Social Sciences, 8(4), 933-945.
  • Kim, S., Kim, M. ve Lee, D. 2016. “The Effects of Personality Traits and Congruity on Customer Satisfaction and Brand Loyalty: Evidence from Coffee Shop Customers.” Advances in Hospitality and Leisure (Advances in Hospitality and Leisure, Vol. 12), Emerald Group Publishing Limited, pp. 3-33.
  • Kropp, F., Lavack, A. M., ve Silvera, D. H. 2003. “Values and collective self-esteem as predictors of consumer susceptibility to interpersonal influence among university students.” International Marketing Review, 22(1), 7-33.
  • Kropp, F., Lavack, A. M., ve Silvera, D. H. 2005. “Values and collective self-esteem as predictors of consumers usceptibility to interpersonal influence among university students. International Marketing Review, 22(1), 7-33.
  • Kumar, S. (2013). Value Congruity, Identity and Store Image Formation: A Conceptualization of Consumers’ Retail Store Choice Behaviour.” International Journal of Management and Social Sciences Research, 2(11), 23-32.
  • Larasati, Y. ve Hananto, A. 2012. “The Role of Value congruity and Consumer Brand Identification toward Development of Brand Commitment and Positive Word of Mouth.” http://ssrn.com/abstract=2200313. doi:10.2139/ssrn.2200313. Erişim Tarihi: 19.03.2020.
  • Loureiro, S., Gorgus, T. ve Kaufmann, H. 2017. “Antecedents and outcomes of online brand engagement: The role of brand love on enhancing electronic-word-of-mouth.” Online Information Review, 41(7), 985-1005.
  • Lu, J. ve Xu, Y. 2015. “Chinese young consumers’ brand loyalty toward sportswear products: a perspective of self-congruity.” Journal of Product & Brand Management, 24(4), 365-376.
  • Maisam, S. ve Mahsa, R. 2016. “Positive Word of Mouth Marketing: Explaining the Roles of Value Congruity and Brand Love.” Journal of Competitiveness, 8(1), 19-37.
  • Malik, M.E., Naeem, B. ve Munawar, M. 2012. “Brand Image: Past, Present and Future.” Journal of Basic and Applied Scientific Research, 2(12), 13069-13075.
  • Martin, W.C. 2017. “Positive Versus Negative Word-Of-Mouth: Effects On Receivers.” Academy of Marketing Studies Journal, 21(2), 1-10.
  • Nandan, S. 2005. “An exploration of the brand identity–brand image linkage: A communication perspective.” J Brand Manag. 12, 264-278.
  • Nikhashemi, S. ve Valaei, N. 2018. “The chain of effects from brand personality and functional congruity to stages of brand loyalty: The moderating role of gender.” Asia Pacific Journal of Marketing and Logistics, 30(1), 84-105.
  • Niyomsart, S. ve Khamwon, A. 2016. “Brand Love, Brand Loyalty, and Word Of Mouth: A Case Of Airasia.” Conference of the International Journal of Arts & Sciences, 9(1), 263-268.
  • Ogba, I.E. ve Tan, Z. 2009. “Exploring the impact of brand image on customer royalty and commitment in China.” Journal of Technology Management in China, 4, 132-144.
  • Park, C.W., Jaworski, B.J. ve Maclnnis, D.J. 1986. “Strategic Brand Concept-Image Management.” Journal of Marketing, 50, 135-145.
  • Pourabedin, Z. Ve Migin, M.W. 2015. “Hotel Experience and Positive Electronic Word of Mouth.” International Business Management, 9(4), 596-600.
  • Purnasari H. ve Yuliando H. 2015. “How relationship quality on customer commitment influences positive e-wom.” Agriculture &Agricultural Science Procedia, 3, 149-153.
  • Ranjbarian, B., Kazemi, A. ve Borandegi, F. 2013. “Analyzing the Antecedents and Consequences of Brand Love with a Case Study on Apple Cell phone Users.” International Journal of Academic Research in Business and Social Sciences, 3(11), 320-329.
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  • Roy, R. ve Rabbanee, F. 2015. “Antecedents and consequences of self-congruity.” European Journal of Marketing, 49(3/4), 444-466.
  • Semadi, I.PY. ve Ariyanti, M. 2018. “The Influence of Brand Experience, Brand Image, and Brand Trust On Brand Loyalty of ABC-CASH.” Asian Journal of Management Sciences & Education, 7(3), 12-23.
  • Setiawan, P.Y. 2014. “The Effect of e-WOM on Destination Image, Satisfaction and Loyalty.” International Journal of Business and Management Invention, 3(1), 22-29.
  • Shimp, Terrence A. ve Thomas J. Madden (1988). “Consumer-Object Relations: A Conceptual Framework Based Analogously on Sternberg’s Triangular Theory of Love.” in Advances in Consumer Research, Michael J. Houston, ed. Provo, UT: Association for Consumer Research, 163–168.
  • Smith, R. A., White-McNeil, A. ve Ali, F. 2020. “Students’ perceptions and behavior toward on-campus foodservice operations.” International Hospitality Review, 1-16.
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  • Sweeney, J.C., Soutar, G.N., ve Mazzarol, T. 2005. “Positive and negative word-of-mouth are not necessarily opposites”, Paper Presented at the First International Conference on Word-of-Mouth Marketing, Hamburg, 6-7 October 2005, Brand Science Institute, Hamburg, Germany.
  • T.C. Ekonomi Bakanlığı 2016. “Kozmetik Sektör Raporu”, Ankara.
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  • TOBB, 2018. “Türkiye Kozmetik ve Temizlik Sanayii Ürünleri Sektör Raporu,” Ankara.
  • Turri, A., Smith, K.H. ve Kemp, E. 2013. “Developing affective brand commitment through social media.” Journal of Electronic Commerce Research, 14(3), 201-214.
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  • Wang, Y. ve Tsai, C. 2014. “The Relationship between Brand Image and Purchase Intention: Evidencefrom Award Winning Mutual Funds.” The International Journal of Business and Finance Research, 8(2), 27-40.
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  • Zhang, J., & Bloemer, J. M. 2008. “The impact of value congruence on consumer-service brand relationships.” Journal of Service Research, 11(2), 161-178.
Toplam 99 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Bülent Demirağ 0000-0002-8718-1822

Sinan Çavuşoğlu 0000-0001-9365-8677

Yayımlanma Tarihi 31 Ocak 2021
Yayımlandığı Sayı Yıl 2021 Cilt: 16 Sayı: 61

Kaynak Göster

APA Demirağ, B., & Çavuşoğlu, S. (2021). Pozitif Ağızdan Ağıza İletişim: Değer Uyumu ve Marka Aşkı Rolünün Açıklanması. Yaşar Üniversitesi E-Dergisi, 16(61), 32-61. https://doi.org/10.19168/jyasar.716698
AMA Demirağ B, Çavuşoğlu S. Pozitif Ağızdan Ağıza İletişim: Değer Uyumu ve Marka Aşkı Rolünün Açıklanması. Yaşar Üniversitesi E-Dergisi. Ocak 2021;16(61):32-61. doi:10.19168/jyasar.716698
Chicago Demirağ, Bülent, ve Sinan Çavuşoğlu. “Pozitif Ağızdan Ağıza İletişim: Değer Uyumu Ve Marka Aşkı Rolünün Açıklanması”. Yaşar Üniversitesi E-Dergisi 16, sy. 61 (Ocak 2021): 32-61. https://doi.org/10.19168/jyasar.716698.
EndNote Demirağ B, Çavuşoğlu S (01 Ocak 2021) Pozitif Ağızdan Ağıza İletişim: Değer Uyumu ve Marka Aşkı Rolünün Açıklanması. Yaşar Üniversitesi E-Dergisi 16 61 32–61.
IEEE B. Demirağ ve S. Çavuşoğlu, “Pozitif Ağızdan Ağıza İletişim: Değer Uyumu ve Marka Aşkı Rolünün Açıklanması”, Yaşar Üniversitesi E-Dergisi, c. 16, sy. 61, ss. 32–61, 2021, doi: 10.19168/jyasar.716698.
ISNAD Demirağ, Bülent - Çavuşoğlu, Sinan. “Pozitif Ağızdan Ağıza İletişim: Değer Uyumu Ve Marka Aşkı Rolünün Açıklanması”. Yaşar Üniversitesi E-Dergisi 16/61 (Ocak 2021), 32-61. https://doi.org/10.19168/jyasar.716698.
JAMA Demirağ B, Çavuşoğlu S. Pozitif Ağızdan Ağıza İletişim: Değer Uyumu ve Marka Aşkı Rolünün Açıklanması. Yaşar Üniversitesi E-Dergisi. 2021;16:32–61.
MLA Demirağ, Bülent ve Sinan Çavuşoğlu. “Pozitif Ağızdan Ağıza İletişim: Değer Uyumu Ve Marka Aşkı Rolünün Açıklanması”. Yaşar Üniversitesi E-Dergisi, c. 16, sy. 61, 2021, ss. 32-61, doi:10.19168/jyasar.716698.
Vancouver Demirağ B, Çavuşoğlu S. Pozitif Ağızdan Ağıza İletişim: Değer Uyumu ve Marka Aşkı Rolünün Açıklanması. Yaşar Üniversitesi E-Dergisi. 2021;16(61):32-61.

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