Araştırma Makalesi
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LÜKS GİYİM MARKALARINDA SOSYAL MEDYA İLGİLENİMİ, MARKA DEĞERİ VE MARKA TERCİHİ İLİŞKİSİ ÜZERİNE BİR ARAŞTIRMA

Yıl 2020, , 276 - 304, 28.01.2020
https://doi.org/10.14783/maruoneri.676729

Öz

Rekabetin yoğunlaştığı ve markaların sürekli arttığı günümüz pazar koşullarında işletmeler, değişen tüketici istekleri karşısında markalarına daha fazla önem vermektedirler. İşletmeler marka değerini arttırarak, tüketicilerin marka tercihini etkileyebilirler. Bir markanın değeri yalnızca markaya biçilen parasal değeri değil, markaya karşı tüketici tutumu, bakış açısı gibi maddi olmayan değerleri de kapsamaktadır. Bilişim teknolojilerinin gelişmesiyle ivme kazanan sosyal medya da tüketicilerin marka tercihini etkileyen bir başka önemli faktördür. Bu noktadan hareketle araştırmanın amacı, lüks giyim markalarında, sosyal medya ilgilenimi, marka değeri ve marka tercihi arasındaki ilişkilerinin, hedonik ve faydacı değer temelli satın alma yaklaşımına göre farklılık gösterip göstermediğini incelemektir. Araştırma, Kocaeli’de 18 yaş ve üzeri lüks giyim markalarını kullanan tüketiciler üzerinde uygulanmıştır. Araştırma bulgularına göre, lüks markalarda, sosyal medya ilgileniminin marka farkındalığına, algılanan kaliteye, marka imajına ve marka sadakatine etkisi, hedonik ve faydacı değere göre farklılık göstermemektedir. Marka farkındalığı, marka imajı, algılanan kalite ve marka sadakatinin marka tercihine etkisi de, hedonik ve faydacı değere göre farklılık göstermemektedir.

Kaynakça

  • Ai E., Lim, C. & Ang, S. H. (2008). Hedonic vs. Utilitarian consumption: a cross-cultural perspective based on cultural conditioning. Journal of Business Research. 61(3). 225-232.
  • Ariffin, S., Yusof, J. M., Putit, L. & Shah, M. I. A. (2016). Factors ınfluencing perceived quality and repurchase ıntention towards green products. Procedia Economics and Finance. 37, 391-396.
  • Attri, R. & Bairagi, R. (2017). Challenges of selling luxury motorcycle brands in India. The IUP Journal of Brand Management. 14(4). 47-58.
  • Baalbaki, S. & Guzmán, F. (2016). A consumer-perceived consumer-based brand equity scale. Journal of Brand Management. 23(3). 229-251.
  • Bashir, N., Papamichail, K. N. & Malik, K. (2017). Use of social media applications for supporting new product development processes in multinational corporations. Technological Forecasting and Social Change, 120, 176-183.
  • Buil, I., Chernatony, L. & Martinez, E. (2008). A cross-national validation of the consumer-based brand equity scale. Journal of Product and Brand Management. 17(6), 384-392.
  • Chahal, H. & Bala, M, (2010). Confırmatory study on brand equıty and brand loyalty: A specıal look at the ımpact of attıtudınal and behavıoural loyalty. The Journal of Business Perspective. 14(1&2). 1-12.
  • Chanthinok, K., Ussahawanitichakit, P. & Jhundra-Indra, P. (2015). Social media marketing strategy and marketing outcomes: A conceptual framework. Proceedings of the Academy of Marketing Studies. 19(2). 35-52.
  • Chaudhuri, A. & 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.
  • Çal, B. & Adams, R. (2014). The effect of hedonistic and utilitarian consumer behavior on brand equity: Turkey - UK comparison on Coca Cola. Procedia - Social and Behavioral Sciences. 150, 475-484.
  • Çifci, S., Ekinci, Y., Whyatt, G., Japutra, A., Molinillo, S. & Siala, H. (2016). A cross validation of consumer-based brand equity models: Driving customer equity in retail brands. Journal of Business Research. 69(9). 3740-3747.
  • Delassus, V. P. & Descotes, R. M. (2012). Brand name substitution and brand equity transfer. Journal of Product and Brand Management. 21(2), 117-125.
  • Dhar, J. & Jha, A. (2014). Analyzing social media engagement and ıts effect on online product purchase decision behavior. Journal of Human Behavior in the Social Environment. 24(7), 791-798.
  • Empen, J., Loy, J. P. & Weiss, C. (2015). Price promotions and brand loyalty- empirical evidence for the german ready-to-eat cereal market. European Journal of Marketing. 49(5&6),736-759.
  • Erdil, T. S. (2015). Effects of customer brand perceptions on store ımage and purchase ıntention: An application in apparel clothing. Procedia - Social and Behavioral Sciences. 207, 196-205.
  • Geissinger, A. & Laurell, C. (2016). User engagement in social media – an explorative study of swedish fashion brands. Journal of Fashion Marketing and Management. 20(2), 177-190.
  • Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research. 69(12). 5833- 5841.
  • Goyal, P. & Chanda, U. (2017). A bayesian network model on the association between CSR, perceived service quality and customer loyalty in Indian banking ındustry. Sustaınable Productıon and Consumptıon. 10, 50-65.
  • Hsiang-Ming, L., Ching-Chi, L. & Cou-Chen, W. (2011). Brand ımage strategy affects brand equity after M&A. European Journal of Marketing. 45(7). 1091-1111.
  • Hwong, Y., Oliver, C., Kranendonk, M., Sammut, C. & Seroussi, Y. (2017). What makes you tick? The psychology of social media engagement in space science communication. Computers in Human Behavior. 68, 480-492.
  • Jain, V., Roy, S. & Ranchhod, A. (2015). Conceptualizing luxury buying behavior: The Indian perspective. Journal of Product and Brand Management. 24(3), 211-228.
  • Kırık, M. (2012). Arap Baharı bağlamı’nda sosyal medya-birey etkileşimi ve toplumsal dönüşüm. 21. Yüzyılda Eğitim ve Toplum Eğitim Bilimleri ve Sosyal Araştırmalar Dergisi. 1(3), 87-98.
  • Kim, J.H. & Hyun, Y.J. (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(3), 424-438.
  • Konecnik, M. & Gartner, W. C. (2007). Customer-based brand equity for a destination. Annals of Tourism Research. 34(2). 400-421.
  • Köksal, Y. & Özdemir, Ş. (2013). Bir iletişim aracı olarak sosyal medya’nın tutundurma karması içerisindeki yeri üzerine bir inceleme. Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 18(1). 323-337.
  • Kwon, O., Min, D., Geringer, S. & Lim, S. (2013). Students perception of qualifications for successful social media coordinator. Academy of Marketing Studies Journal. 17(1). 109-128.
  • Lazarevic, V. (2012). Encouraging brand loyalty in fickle generation Y consumers. International Journal of Advertising and Marketing to Children. 13(1). 45-61.
  • Liu, M. T., Wong, I. A., Tseng, T. H. & Chang, A. W. Y. (2017). Applying consumer-based brand equity in luxury hotel branding. Journal of Business Research, 81, 192-202.
  • Loureiro, S. M. C., Lopes, R. & Kaufmann, H. R. (2014). How brand personality, brand ıdentification and service quality ınfluence service brand equity. Cogent Business and Management. (1)1, 1-12.
  • Lu, A. C. C., Gursoy, D. & Lu, C. Y. (2015). Authenticity perceptions, brand equity and brand choice ıntention: The case of ethnic restaurants. International Journal of Hospitality Management, 50, 36-45.
  • Mohan, B. C. & Sequeira, A. H. (2016). The ımpact of customer-based brand equity on the operational performance of FMCG companies in India. IIMB Management Review. 28(1). 13-19.
  • Mollen, A. & Wilson, H. (2010). Engagement, telepresence and ınteractivity in online consumer experience: Reconciling scholastic and managerial perspectives. Journal of Business Research. 63(9&10), 919-925.
  • Nyadzayo, M. V. & Khajehzadeh, S. (2016). The antecedents of customer loyalty: A moderated mediation model of customer relationship management quality and brand ımage. Journal of Retailing and Consumer Services. 30, 262-270.
  • Petzer, D., Mostert, P., Kruger, L. & M. Kuhn, S. (2014). The dimensions of brand romance as predıctors of brand loyalty among cell phone users. Research Unit for Economic and Management Sciences. 17(4), 457-470.
  • Sanyal, S. N. & Datta, S. K. (2011). The effect of perceived quality on brand equity: An empirical study on generic drugs. Asia Pacific Journal of Marketing and Logistics. 23(5), 604-625.
  • Sasmita, J. & Suki N. M. (2015). Young consumers’ ınsights on brand equity -effects of brand association, brand loyalty, brand awareness, and brand ımage. International Journal of Retail and Distribution Management. 43(3), 276-292.
  • Smith, B., Stumberger, N., Guild, J. & Dugan, A. (2017). What’s at stake? An analysis of employee social media engagement and the ınfluence of power and social stake. Public Relations Review. http://dx.doi.org/10.1016/j.pubrev; Erişim Tarihi: 28.09.2017. 1-11.
  • Steinhart, Y., Ayalon, O. & Puterman, H. (2013). The effect of an environmental claim on consumers’ perceptions about luxury and utilitarian products. Journal of Cleaner Production. 53, 277-286.
  • Şimşek, Ö.F. (2007). Yapısal Eşitlik Modellemesine Giriş- Temel İlkeler ve LISREL Uygulamaları. Ankara: Siyasal Kitap Basın Yayın Dağıtım.
  • Tarute, A., Nikou, S. & Gatautis, R. (2017). Mobile application driven consumer engagement. Telematics and Informatics. 34(4), 145-156.
  • Wang, R., Kim, J., Xiao, A. & Jung, Y. (2017). Networked narratives on humans of New York: A content analysis of social media engagement on Facebook. Computers in Human Behavior. 66, 149-153.
  • Whiting, A. & Deshpande, A. (2016). Towards greater understanding of social media marketing: A review. Journal of Applied Business and Economics. 18(4), 82-91.
  • Yasin, N., Noor, M. & Mohamad, O. (2007). Does ımage of country-of-origin matter to brand equity?. Journal of Product and Brand Management. 16(1),38-48.
  • Yükselen, C. (2017). Pazarlama Araştırmaları. Ankara: Detay Yayıncılık.

A SURVEY RESEARCH ON THE RELATIONSHIP OF SOCIAL MEDIA ENGAGEMENT, BRAND EQUITY AND BRAND PREFERENCE IN LUXURY CLOTHING BRANDS

Yıl 2020, , 276 - 304, 28.01.2020
https://doi.org/10.14783/maruoneri.676729

Öz

In today's market conditions where the competition has become intense and the brands have been increasing constantly, the enterprises emphasize more on their brands in the face of changing consumer demands. The enterprises can influence the brand preferences of the consumers by increasing brand equity. The value of a brand includes not only the monetary value of the brand but the intangible values such as the attitudes, points of view of the consumers towards the brand. Social media, which has gained momentum with the development of information technologies, is another important factor affecting the consumer brand preferences. From this point of view, the aim of the study is to examine whether the relationships between social media engagement, brand equity, and brand preference in luxury clothing brands differ from the hedonic and utilitarian value-based purchasing approach. The study was conducted on consumers using luxury clothing brands aged 18 and over in Kocaeli. According to the findings, in luxury brands, the impact of social media engagement on brand awareness, perceived quality, brand image and brand loyalty does not differ by hedonic and utilitarian value. The impact of brand awareness, brand image, perceived quality and brand loyalty on brand preference does not differ from the perspectives of hedonic and utilitarian value.

Kaynakça

  • Ai E., Lim, C. & Ang, S. H. (2008). Hedonic vs. Utilitarian consumption: a cross-cultural perspective based on cultural conditioning. Journal of Business Research. 61(3). 225-232.
  • Ariffin, S., Yusof, J. M., Putit, L. & Shah, M. I. A. (2016). Factors ınfluencing perceived quality and repurchase ıntention towards green products. Procedia Economics and Finance. 37, 391-396.
  • Attri, R. & Bairagi, R. (2017). Challenges of selling luxury motorcycle brands in India. The IUP Journal of Brand Management. 14(4). 47-58.
  • Baalbaki, S. & Guzmán, F. (2016). A consumer-perceived consumer-based brand equity scale. Journal of Brand Management. 23(3). 229-251.
  • Bashir, N., Papamichail, K. N. & Malik, K. (2017). Use of social media applications for supporting new product development processes in multinational corporations. Technological Forecasting and Social Change, 120, 176-183.
  • Buil, I., Chernatony, L. & Martinez, E. (2008). A cross-national validation of the consumer-based brand equity scale. Journal of Product and Brand Management. 17(6), 384-392.
  • Chahal, H. & Bala, M, (2010). Confırmatory study on brand equıty and brand loyalty: A specıal look at the ımpact of attıtudınal and behavıoural loyalty. The Journal of Business Perspective. 14(1&2). 1-12.
  • Chanthinok, K., Ussahawanitichakit, P. & Jhundra-Indra, P. (2015). Social media marketing strategy and marketing outcomes: A conceptual framework. Proceedings of the Academy of Marketing Studies. 19(2). 35-52.
  • Chaudhuri, A. & 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.
  • Çal, B. & Adams, R. (2014). The effect of hedonistic and utilitarian consumer behavior on brand equity: Turkey - UK comparison on Coca Cola. Procedia - Social and Behavioral Sciences. 150, 475-484.
  • Çifci, S., Ekinci, Y., Whyatt, G., Japutra, A., Molinillo, S. & Siala, H. (2016). A cross validation of consumer-based brand equity models: Driving customer equity in retail brands. Journal of Business Research. 69(9). 3740-3747.
  • Delassus, V. P. & Descotes, R. M. (2012). Brand name substitution and brand equity transfer. Journal of Product and Brand Management. 21(2), 117-125.
  • Dhar, J. & Jha, A. (2014). Analyzing social media engagement and ıts effect on online product purchase decision behavior. Journal of Human Behavior in the Social Environment. 24(7), 791-798.
  • Empen, J., Loy, J. P. & Weiss, C. (2015). Price promotions and brand loyalty- empirical evidence for the german ready-to-eat cereal market. European Journal of Marketing. 49(5&6),736-759.
  • Erdil, T. S. (2015). Effects of customer brand perceptions on store ımage and purchase ıntention: An application in apparel clothing. Procedia - Social and Behavioral Sciences. 207, 196-205.
  • Geissinger, A. & Laurell, C. (2016). User engagement in social media – an explorative study of swedish fashion brands. Journal of Fashion Marketing and Management. 20(2), 177-190.
  • Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research. 69(12). 5833- 5841.
  • Goyal, P. & Chanda, U. (2017). A bayesian network model on the association between CSR, perceived service quality and customer loyalty in Indian banking ındustry. Sustaınable Productıon and Consumptıon. 10, 50-65.
  • Hsiang-Ming, L., Ching-Chi, L. & Cou-Chen, W. (2011). Brand ımage strategy affects brand equity after M&A. European Journal of Marketing. 45(7). 1091-1111.
  • Hwong, Y., Oliver, C., Kranendonk, M., Sammut, C. & Seroussi, Y. (2017). What makes you tick? The psychology of social media engagement in space science communication. Computers in Human Behavior. 68, 480-492.
  • Jain, V., Roy, S. & Ranchhod, A. (2015). Conceptualizing luxury buying behavior: The Indian perspective. Journal of Product and Brand Management. 24(3), 211-228.
  • Kırık, M. (2012). Arap Baharı bağlamı’nda sosyal medya-birey etkileşimi ve toplumsal dönüşüm. 21. Yüzyılda Eğitim ve Toplum Eğitim Bilimleri ve Sosyal Araştırmalar Dergisi. 1(3), 87-98.
  • Kim, J.H. & Hyun, Y.J. (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(3), 424-438.
  • Konecnik, M. & Gartner, W. C. (2007). Customer-based brand equity for a destination. Annals of Tourism Research. 34(2). 400-421.
  • Köksal, Y. & Özdemir, Ş. (2013). Bir iletişim aracı olarak sosyal medya’nın tutundurma karması içerisindeki yeri üzerine bir inceleme. Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 18(1). 323-337.
  • Kwon, O., Min, D., Geringer, S. & Lim, S. (2013). Students perception of qualifications for successful social media coordinator. Academy of Marketing Studies Journal. 17(1). 109-128.
  • Lazarevic, V. (2012). Encouraging brand loyalty in fickle generation Y consumers. International Journal of Advertising and Marketing to Children. 13(1). 45-61.
  • Liu, M. T., Wong, I. A., Tseng, T. H. & Chang, A. W. Y. (2017). Applying consumer-based brand equity in luxury hotel branding. Journal of Business Research, 81, 192-202.
  • Loureiro, S. M. C., Lopes, R. & Kaufmann, H. R. (2014). How brand personality, brand ıdentification and service quality ınfluence service brand equity. Cogent Business and Management. (1)1, 1-12.
  • Lu, A. C. C., Gursoy, D. & Lu, C. Y. (2015). Authenticity perceptions, brand equity and brand choice ıntention: The case of ethnic restaurants. International Journal of Hospitality Management, 50, 36-45.
  • Mohan, B. C. & Sequeira, A. H. (2016). The ımpact of customer-based brand equity on the operational performance of FMCG companies in India. IIMB Management Review. 28(1). 13-19.
  • Mollen, A. & Wilson, H. (2010). Engagement, telepresence and ınteractivity in online consumer experience: Reconciling scholastic and managerial perspectives. Journal of Business Research. 63(9&10), 919-925.
  • Nyadzayo, M. V. & Khajehzadeh, S. (2016). The antecedents of customer loyalty: A moderated mediation model of customer relationship management quality and brand ımage. Journal of Retailing and Consumer Services. 30, 262-270.
  • Petzer, D., Mostert, P., Kruger, L. & M. Kuhn, S. (2014). The dimensions of brand romance as predıctors of brand loyalty among cell phone users. Research Unit for Economic and Management Sciences. 17(4), 457-470.
  • Sanyal, S. N. & Datta, S. K. (2011). The effect of perceived quality on brand equity: An empirical study on generic drugs. Asia Pacific Journal of Marketing and Logistics. 23(5), 604-625.
  • Sasmita, J. & Suki N. M. (2015). Young consumers’ ınsights on brand equity -effects of brand association, brand loyalty, brand awareness, and brand ımage. International Journal of Retail and Distribution Management. 43(3), 276-292.
  • Smith, B., Stumberger, N., Guild, J. & Dugan, A. (2017). What’s at stake? An analysis of employee social media engagement and the ınfluence of power and social stake. Public Relations Review. http://dx.doi.org/10.1016/j.pubrev; Erişim Tarihi: 28.09.2017. 1-11.
  • Steinhart, Y., Ayalon, O. & Puterman, H. (2013). The effect of an environmental claim on consumers’ perceptions about luxury and utilitarian products. Journal of Cleaner Production. 53, 277-286.
  • Şimşek, Ö.F. (2007). Yapısal Eşitlik Modellemesine Giriş- Temel İlkeler ve LISREL Uygulamaları. Ankara: Siyasal Kitap Basın Yayın Dağıtım.
  • Tarute, A., Nikou, S. & Gatautis, R. (2017). Mobile application driven consumer engagement. Telematics and Informatics. 34(4), 145-156.
  • Wang, R., Kim, J., Xiao, A. & Jung, Y. (2017). Networked narratives on humans of New York: A content analysis of social media engagement on Facebook. Computers in Human Behavior. 66, 149-153.
  • Whiting, A. & Deshpande, A. (2016). Towards greater understanding of social media marketing: A review. Journal of Applied Business and Economics. 18(4), 82-91.
  • Yasin, N., Noor, M. & Mohamad, O. (2007). Does ımage of country-of-origin matter to brand equity?. Journal of Product and Brand Management. 16(1),38-48.
  • Yükselen, C. (2017). Pazarlama Araştırmaları. Ankara: Detay Yayıncılık.
Toplam 44 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makale Başvuru
Yazarlar

Tuğba Uzunkaya 0000-0002-3728-3388

Cemal Yükselen Bu kişi benim 0000-0001-5871-7280

Yayımlanma Tarihi 28 Ocak 2020
Yayımlandığı Sayı Yıl 2020

Kaynak Göster

APA Uzunkaya, T., & Yükselen, C. (2020). LÜKS GİYİM MARKALARINDA SOSYAL MEDYA İLGİLENİMİ, MARKA DEĞERİ VE MARKA TERCİHİ İLİŞKİSİ ÜZERİNE BİR ARAŞTIRMA. Öneri Dergisi, 15(53), 276-304. https://doi.org/10.14783/maruoneri.676729

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