THE IMPACT OF BRAND EXPERIENCE ON BRAND IMAGE AND BRAND LOYALTY: THE MEDIATION ROLE OF BRAND IMAGE

Yıl 2021, Cilt: 16 Sayı: 55, 221 - 249, 30.01.2021

Buket Sekmen , F. Müge Arslan

https://doi.org/10.14783/maruoneri.732562

Cited By: 5

Öz

Along with experience economy, brand experience has become a popular concept in the past few years. Nowadays it is a well known fact that consumers buy products not only for their utilitarian benefits but also for the unique experiences they gain from them. Taken the importance of brand experience, it was determined that studies that directly test the effect of brand experience on brand image is highly limited. Hence, the aim of the study is to assess the effect of brand experience on brand image and brand loyalty and also to test the mediation effect of brand image on the relationship between brand experience and brand loyalty. Using convenience sampling and online survey, a total of 203 usable surveys were collected from Zara brand consumers. The results of the study show that brand experience has significant effects on brand image and brand loyalty and also brand image fully mediates the relationship between brand experience and brand loyalty.

Anahtar Kelimeler

Brand Experience, Brand Image, Brand Loyalty, Mediation Effect

MARKA DENEYİMİNİN MARKA İMAJI VE MARKA SADAKATİNE ETKİSİ: MARKA İMAJININ ARACILIK ROLÜ

Öz

Deneyim ekonomisi ile birlikte marka deneyimi kavramı son yıllarda oldukça popüler hale gelmiştir. Tüketicilerin günümüzde ürünleri artık sadece sağladıkları fonksiyonel faydalar için değil, daha çok elde edecekleri eşsiz deneyimler için satın aldıkları bilinmektedir. Marka deneyiminin bu kadar önemli olduğu günümüzde marka deneyiminin marka imajına etkisiyle ilgili çok kısıtılı sayıda çalışma bulunması bu çalışmanın amacını belirlemiştir. Çalışmanın amacı marka deneyiminin marka imajı ve marka sadakati üzerindeki etkisinin incelenmesi ve marka deneyiminin marka sadakatine etkisinde marka imajının aracılık rolünün test edilmesidir. Kolayda örnekleme yöntemi ile çevrimiçi anket kullanılarak Zara markası tüketicilerinden toplam 203 kullanılabilir anket elde edilmiştir. Elde edilen sonuçlara göre marka deneyiminin marka imajı ve marka sadakati üzerinde anlamlı etkilerinin bulunduğu, ayrıca marka deneyiminin marka sadakatine etkisinde marka imajının tam aracılık rolünün bulunduğu tespit edilmiştir.

Anahtar Kelimeler

Marka Deneyimi, Marka İmajı, Marka Sadakati, Aracılık Etkisi

Kaynakça

• Aaker, D. A. (2012). Güçlü Markalar Yaratmak. (Demir, E. Çev.). İstanbul: MediaCat Yayınları.
• Aaker, D. A. (2014). Aaker on Branding: 20 Principles That Drive Success. New York, USA: Morgan James Publishing.
• Aktuğlu, I. K. (2014). Marka Yönetimi. İstanbul: İletişim Yayınları.
• Amine, A. (1998). Consumers’ True Brand Loyalty: The Central Role of Commitment. Journal of Strategic Marketing. 6 (4), 305-319.
• Back, K. J. & Parks, S. C. (2003). A Brand Loyalty Model Involving Cognitive, Affective, and Conative Brand Loyalty and Customer Satisfaction. Journal of Hospitality and Tourism Research. 27 (4), 419-435.
• Bapat, D. & Thanigan, J. (2016). Exploring Relationship among Brand Experience Dimensions, Brand Evaluation and Brand Loyalty. Global Business Review. 17 (6), 1357-1372.
• Baron, R. M. & Kenny, D. A. (1986). The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations. Journal of Personality and Social Psychology. 51 (6), 1173-1182.
• Başer, İ. U., Cintamür, İ. G. & Arslan, F. M. (2015). Examining the Effect of Brand Experience on Consumer Satisfaction, Brand Trust and Brand Loyalty. Marmara Üniversitesi İ.İ.B. Dergisi. 37 (2), 101-128.
• Berry, L. L., Wall, E. A. & Carbone, L. P. (2006). Service Clues and Customer Assessment of the Service Experience: Lessons from Marketing. Academy of Management Perspectives. 20 (2), 43-57.
• Bowen, J. & Shoemaker, S. (1998). The Antecedents and Consequences of Customer Loyalty. Cornell Hotel Restaurant and Administration Quarterly. 39 (1), 12-25.
• Brakus, J. J., Schmitt, B. H. & Zarantonello, L. (2009). Brand Experience: What is it? How is it Measured? Does it Affect Loyalty?. Journal of Marketing. 73 (3), 52-68.
• Candan, F. B. & Kapucu, H. (2018). Current Debates in Business Studies. London, UK: JOPEC Publication Limited.
• Chang, P. & Chieng, M. (2006). Building Consumer-Brand Relationship: A Cross-Cultural Experiential View. Psychology and Marketing. 23 (11), 927-959.
• Chang, Y. H. & Chen, F. (2007). Relational Benefits, Switching Barriers and Loyalty: A Study of Airline Customers in Taiwan. Journal of Air Transport Management. 13 (2), 104-109.
• Chao, R.F. (2015). The Impact of Experimental Marketing on Customer Loyalty for Fitness Clubs: Using Brand Image and Satisfaction as the Mediating Variables. The Journal of International Management Studies. 10 (2), 52-60.
• Cleff, T., I C. L. & Walter, N. (2014). Can You Feel It? The Effect of Brand Experience on Brand Equity. The IUP Journal of Brand Management. 11 (2), 7-22.
• Davis, J. A. (2012). Rekabetçi Başarı. Markalaşma Nasıl Değer Katar? (Mehter, U. Çev.). İstanbul: BrandAge Yayınları.
• Demirtaş, M. C. (2017). Limitlerin Ötesinde Deneyimlemek: Bir Deneyimsel Pazarlama Çabası Örneği Olarak Nike Sub 2. Kırklareli Üniversitesi İktasadi ve İdari Bilimler Fakültesi Dergisi. 6 (3), 46-57.
• Dick, A.S. & Basu, K. (1994). Customer Loyalty: Towards an Integrated Conceptual Framework. Journal of the Academy of Marketing Science. 22 (2), 99–113.
• Dobni, D. & Zinkhan, G. M. (1990). In Search of Brand Image: a Foundation Analysis. Aktaran: NA – Advances in Consumer Research.17. Goldberg, M. E., Gorn, G. & Pollay, R. W. (Ed.). Provo, UT: Association for Consumer Research. 110-119.
• Galbreath, J. & Rogers, T. (1999). Customer Relationship Leadership: A Leadership and Motivation Model for the Twenty – First Century Business. The TQM Magazine. 11 (3), 161-171.
• Gardner, B.G. & Levy, S.J. (1955). The Product and the Brand. Harvard Business Review. 33(Mart-Nisan). 33- 39. Aktaran: Dobni, D. & Zinkhan, G. M. (1990). In Search of Brand Image: a Foundation Analysis. Aktaran: NA - Advances in Consumer Research. 17. Goldberg, M. E., Gorn, G. & Pollay, R. W. (Ed.). Provo, UT: Association for Consumer Research. 111.
• Gautam, V. (2015). An Empirical Test for Mediation Effect of Educational Institute’s Image on Relationship between Marketing Elements and Parents’ Loyalty: Evidence from India. Journal of Promotion Management. 21 (5), 584-600.
• Gegez, A. E. (2015). Pazarlama Araştırmaları (Geliştirilmiş 5. Baskı). İstanbul: Beta Basım Yayım Dağıtım AŞ.
• Gounaris, S. & Stathakopoulos, V. (2004). Antecedents and Consequences of Brand Loyalty: An Empirical Study. Brand Management. 11 (4), 283-306.
• Graeff, T. R. (1997). Consumption Situations and the Effects of Brand Image on Consumers’ Brand Evaluations. Psychology and Marketing. 14 (1), 49-70.
• Green, S. B. (1991). How Many Subjects Does it Take to do a Regression Analysis?. Multivariate Behavioral Research. 26. 499‐510. Aktaran: VanVoorhis, C. R. W. & Morgan, B. L. (2007). Understanding Power and Rules of Thumb for Determining Sample Sizes. Tutorials in Quantitative Methods for Psychology. 3 (2), 43-50.
• Gümüş, N. & Onurlubaş, E. (2020). Vestel Marka Cep Telefonu Kullanıcılarının Marka Deneyimlerinin Tekrar Satın Alma Kararlarına Etkisi. Business and Management Studies: An International Journal. 8 (1), 396- 418.
• Hair, J. F., Celsi, M., W., Oritinau, D. J. & Bush, R. P. (2013). Essentials of Marketing Research (3. Edition) (International Edition). New York, USA: McGraw-Hill.
• Hameed, F. (2013). The Effect of Advertising Spending on Brand Loyalty Mediated by Store Image, Perceived Quality and Customer Satisfaction: A Case of Hypermarkets. Asian Journal of Business Management. 5 (1), 181-192.
• https://www.ama.org/topics/branding adresinden alındı (24.03.2020).
• https://www.campaigntr.com/marka-deneyimi-nasil-yonetilir adresinden alındı (10.03.2019).
• Huang, C. C. (2017). The Impacts of Brand Experiences on Brand Loyalty: Mediators of Brand Love and Trust. Management Decision. 55 (5), 915-934.
• Hulten, B. (2011). Sensory Marketing: The Multi-Sensory Brand-Experience Concept. European Business Review. 23 (3), 256-273.
• Hussein, A. S., Hapsari, R. D. V. & Yulianti, I. (2018). Experience Quality and Hotel Boutique Customer Loyalty: Mediating Role of Hotel Image and Perceived Value. Journal of Quality Assurance in Hospitality & Tourism. 19 (4), 442-459.
• Iacobucci, D. & Churchill, G. A. (2010). Marketing Research Methodological Foundations (10. Edition) (International Edition). Canada: South-Western, Cengage Learning.
• Iglesias, O., Singh, J. J. & Batista-Foguet, J. M. (2011). The Role of Brand Experience and Affective Commitment in Determining Brand Loyalty. Journal of Brand Management. 18 (8), 570-582.
• Jani, D. & Han, H. (2014). Personality, Satisfaction, Image, Ambience, and Loyalty: Testing Their Relationships in the Hotel Industry. International Journal of Hospitality Management. 37, 11-20.
• Jin, N., Lee, S. & Huffman, L. (2012). Impact of Restaurant Experience on Brand Image and Customer Loyalty: Moderating Role of Dining Motivation. Journal of Travel and Tourism Marketing. 29 (6). 532-551.
• Kara, G. & Kimzan, H. S. (2017). Marka Deneyimi ve Tekrar Satın Alma Niyeti Arasındaki İlişkide Müşteri Tatmininin Rolü. Anadolu Üniversitesi Sosyal Bilimler Dergisi. 17 (4), 73-90.
• Kaur, H. & Soch, H. (2013). Mediating Roles of Commitment and Corporate Image in the Formation of Customer Loyalty. Journal of Indian Business Research. 5 (1), 33-51.
• Keiningham, T. L., Cooil, B., Aksoy, L., Andreassen, T. W. & Weiner, J. (2007). The Value of Different Customer Satisfaction and Loyalty Metrics in Predicting Customer Retention, Recommendation, and Share-OfWallet. Managing Service Quality. 17 (4), 361-384.
• Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity (Global Edition) (4. Edition). Essex, England: Pearson Education Limited.
• Khan, I. & Fatma, M. (2017). Antecedents and Outcomes of Brand Experience: An Empirical Study. Journal of Brand Management. 24 (5), 439-452.
• Koç, F., Kaya, N., Özbek, V. & Akkılıç, M. E. (2014). Algılanan Fiyat ile Tüketici Güveni Arasında Algılanan Hizmet Kalitesinin Aracı Etkisi: Bankacılık ve GSM Sektörlerinin Karşılaştırılmasına Yönelik Bir Araştırma. Pazarlama ve Pazarlama Araştırmaları Dergisi. 13, 1-26.
• Lai, F., Griffin, M. & Babin, B. J. (2009). How Quality, Value, Image, and Satisfaction Create Loyalty at a Chinese Telecom. Journal of Business Research. 62. 980-986.
• Li, C. K. & Hung, C. H. (2009). Marketing Tactics and Parents’ Loyalty: The Mediating Role of School Image. Journal of Educational Administration. 47 (4), 477-489.
• Martenson, R. (2007). Corporate Brand Image, Satisfaction and Store Loyalty: A Study of the Store as a Brand, Store Brands and Manufacturer Brands. International Journal of Retail and Distribution Management. 35 (7), 544-555.
• Martínez, E. & Pina, J. (2003). The Negative Impact of Brand Extensions on Parent Brand Image. Journal of Product and Brand Management. 12 (7), 432-448.
• McCleary, K. W. & Weaver, P. A. (1992). Simple and Safe. Hotel and Motel Management. 207. 23-26.
• Merisavo, M. & Raulas, M. (2004). The Impact of E-Mail Marketing on Brand Loyalty. Journal of Product and Brand Management. 13 (7). 498-505.
• Mittal, V. & Kamakura, W. A. (2001). Satisfaction, Repurchase Intent, and Repurchase Behavior: Investigating the Moderating Effect of Customer Characteristics. Journal of Marketing Research. 38, 131-142.
• Moreira, A. C., Fortes, N. & Santiago, R. (2017). Influence of Sensory Stimuli on Brand Experience, Brand Equity and Purchase Intention. Journal of Business Economics and Management. 18 (1), 68-83.
• Nesset, E, Nervik, B. & Helgesen, Ø. (2011). Satisfaction and Image as Mediators of Store Loyalty Drivers in Grocery Retailing. The International Review of Retail, Distribution and Consumer Research. 21 (3), 267- 292.
• Nunnally, J. C. (1978). Psychometric Theory. New York, USA: McGraw-Hill. Nysveen, H. & Pedersen, P.E. (2014). Influences of Co-Creation on Brand Experience. International Journal of Market Research. 56 (6), 807-832.
• Nysveen, H., Pedersen, P.E. & Skard, S. (2013). Brand Experiences in Service Organizations: Exploring the Individual Effects of Brand Experience Dimensions. Journal of Brand Management. 20 (5), 404-423.
• Ogba, I. & Tan, Z. (2009). Exploring the Impact of Brand Image on Customer Loyalty and Commitment in China. Journal of Technology Management in China. 4 (2), 132-144.
• Oliver, R. L. (1997). Satisfaction: A Behavioral Perspective on the Consumer. Boston, MA, USA: McGraw-Hill.
• Oliver, R. L. (1999). Whence Consumer Loyalty?. Journal of Marketing. 63, 33-44.
• Park, S. K. (1996). Relationships Between Involvement and Attitudinal Loyalty Constructs in Adult Fitness Programs. Journal of Leisure Research. 28(4), 233-250.
• Pine, B. J. & Gilmore, J. H. (1998). Welcome to the Experience Economy. Harvard Business Review. 76 (4), 97- 105.
• Preacher, K. J. & Hayes, A. F. (2004). SPSS and SAS Procedures for Estimating Indirect Effects in Simple Mediation Models. Behavior Research Methods, Instruments and Computers. 36 (4), 717-731.
• Ramaseshan, B. & Stein, A. (2014). Connecting the Dots Between Brand Experience and Brand Loyalty: The Mediating Role of Brand Personality and Brand Relationships. Journal of Brand Management. 21, 664- 683.
• Reicheld, F. (1996). The Loyalty Effect: The Hidden Force Behind Growth, Profits, and Lasting Value. Boston, MA, USA: Harvard Business School Press.
• Richardson, P., Dick, A. & Jain, A. (1994). Extrinsic and Intrinsic Cue Effects on Perceptions of Store Brand Quality. The Journal of Marketing, 58 (4). 28-36.
• Roscoe, J.T. (1975). Fundamental Research Statistics for the Behavioural Sciences (2. Edition). New York: Holt Rinehart & Winston.
• Saleem, S., Rahman, S. U. & Umar, R. M. (2015). Measuring Customer Based Beverage Brand Equity: Investigating the Relationship between Perceived Quality, Brand Awareness, Brand Image, and Brand Loyalty. International Journal of Marketing Studies. 7 (1), 66-77.
• Schmitt, B. (1999). Experiential Marketing. Journal of Marketing Management. 15 (1-3), 53-67.
• Schultz B. E. & Barnes D. (1996). Strategic Brand Communication Campaigns. Chicago, Illinois USA: NTC Business Books.
• Severi, E. & Ling, K. C. (2013). The Mediating Effects of Brand Association, Brand Loyalty, Brand Image and Perceived Quality on Brand Equity. Asian Social Science. 9 (3), 125-137.
• Shamim, A. & Butt, M. M. (2013). A Critical Model of Brand Experience Consequences. Asia Pacific Journal of Marketing and Logistics. 25(1). 102-117.
• Sirgy, M. J. (1985). Using Self-Congruity and Ideal Congruity to Predict Purchase Motivation. Journal of Business Research. 13, 195-206.
• Sobel, M. E. (1982). Asymptotic Confidence Intervals for Indirect Effects in Structural Equation Models. Sociological Methodology. 13. 290-312.
• Soper, D. S. (2020). Sobel Test Calculator for the Significance of Mediation [Software]. http://www.danielsoper. com/statcalc adresinden alındı 25.02.2020).
• Spry, A., Pappu, R. & Cornwell, B.T. (2011). Celebrity Endorsement, Brand Credibility and Brand Equity. European Journal of Marketing. 45 (6), 882-909.
• Sundbo, J. & Darmer, P. (2008). Creating Experiences in the Experience Economy: Services, Economy and Innovation. Massachusetts, USA: Edward Elgar Publishing Limited.
• Şahin, A., Zehir, C. & Kitapçı, H. (2011). The Effects of Brand Experiences, Trust and Satisfaction on Building Brand Loyalty: An Empirical Research On Global Brands. Procedia Social and Behavioral Sciences. 24, 1288-1301.
• Taylor S, Hunter G. & Lindberg D. (2007). Understanding (Customer-Based) Brand Equity in Financial Services. Journal of Services Marketing. 21 (4), 241-252.
• Tosun, N. B. (2017). Marka Yönetimi (Güncellenmiş 3. Baskı). İstanbul: Beta Yayınları.
• Tu, Y. T., Wang, C.M. & Chang, H. C. (2012). Corporate Brand Image and Customer Satisfaction on Loyalty: An Empirical Study of Starbucks Coffee in Taiwan. Journal of Social and Development Sciences. 3 (1), 24-32.
• Uludağ, G., Faiz, E. & Çatı, K. (2018). Akıllı Telefon Pazarında Marka İmajının Müşteri Sadakati Üzerindeki Etkisinde Müşteri Memnuniyetinin Aracılık Rolü. İşletme Araştırmaları Dergisi (Journal of Business Research-Turk). 10 (4), 575-599.
• Uztuğ, F. (2005). Markan Kadar Konuş (Marka İletişim Stratejileri). İstanbul: MediaCat Yayınları.
• van der Westhuizen L. M. (2018). Brand Loyalty: Exploring Self-Brand Connection and Brand Experience. Journal of Product and Brand Management. 27 (2), 172-184.
• VanVoorhis, C. R. W. & Morgan, B. L. (2007). Understanding Power and Rules of Thumb for Determining Sample Sizes. Tutorials in Quantitative Methods for Psychology. 3 (2), 43-50.
• Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M. & Schlesinger, L. A. (2009). Customer Experience Creation: Determinants, Dynamics and Management Strategies. Journal of Retailing. 85, 31- 41.
• Walter, N., Cleff, T. & Chu, G. (2013). Brand Experience’s Influence on Customer Satısfactıon and Loyalty: A Mirage in Marketing Research?. International Journal of Management Research and Business Strategy. 2 (1), 130-144.
• Wu, C. C. (2011). The Impact of Hospital Brand Image on Service Quality, Patient Satisfaction and Loyalty. African Journal of Business Management. 5 (12), 4873-4882.
• Zarantonello, L. & Schmitt, B. H. (2010). Using the Brand Experience Scale to Profile Consumers and Predict Consumer Behaviour. Journal of Brand Management. 17 (7), 532-540.
• Zeithaml, V. A., Berry, L. L. & Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing. 60 (2), 31-46.
• Zhang, Y. (2015). The Impact of Brand Image on Consumer Behavior: A Literature Review. Open Journal of Business and Management. 3, 58-62.