Examining The Relations Among Brand Authenticity, Brand Loyalty, Brand Trust and Word of Mouth Communication: An Example of Coffee House

Yıl 2022, Cilt: 12 Sayı: 3, 2365 - 2392, 30.11.2022

Murat Burucuoğlu , Seda Akyüz

https://doi.org/10.48146/odusobiad.1115502

Cited By: 1

Öz

This study aims to analyze the relationships among brand authenticity, brand trust, brand loyalty, and word of mouth (WOM) with a specific focus on coffeehouse enterprises as thriving sub-branch of the service sector. The transformation of coffee has mutated it from a simple beverage to a tool of socialization for modern society. This transformation, therefore, leads to the intensification of competition among mushrooming coffeehouses. This situation, thus, makes the possession of an authentic and trustful brand a strategic competition tool for the coffeehouses. The research was designed as a quantitative analysis-oriented and cross-sectional. The research was conducted with the customers of coffeehouse enterprises that are active in-service sector. Customers of coffeehouse enterprises were approached in this research with convenience sampling method. The questionnaire method was utilized for data collection and 402 people was, thereby, approached. Structural equation modeling was utilized to test the relationships among variables. It was concluded in the research that brand authenticity positively and significantly affects brand trust and brand loyalty; brand trust positively and significantly affects brand loyalty and word of mouth; and lastly brand loyalty positively and significantly affects word of mouth.

Anahtar Kelimeler

Brand Authenticity, Brand Loyalty, Brand Trust, Word of Mouth-WOM, Sevice Sector

Marka Özgünlüğü, Marka Sadakati, Marka Güveni ve Ağızdan Ağıza İletişim Arasındaki İlişkilerin İncelenmesi: Kahve İşletmeleri Örneği

Öz

Bu çalışma marka özgünlüğü, marka güveni, marka sadakati ve ağızdan ağıza iletişim arasındaki ilişkileri hizmet sektörünün gelişen bir alt dalı olan kahve işletmeleri özelinde incelemeyi amaçlamaktadır. Kahvenin zaman içerisinde yaşadığı dönüşüm onu bir içecek olmanın ötesine taşıyarak modern toplumun sosyalleşme araçlarından birisi haline getirmiştir. Kahvenin dönüşümü, mantar gibi çoğalan kahve işletmeleri arasında rekabetin giderek şiddetlenmesine yol açmıştır. Bu durum işletmeler için özgün ve güvenilir bir markaya sahip olmayı stratejik bir rekabet aracına dönüştürmüştür. Araştırma nicel yönelimli, tarama türünde kesitsel araştırma olarak tasarlanmıştır. Araştırma, hizmet sektöründe faaliyet gösteren kahve işletmeleri müşteriyle gerçekleştirilmiştir. Araştırmada kahve işletmelerinin müşterilerine kolayda örnekleme yöntemi ile ulaşılmıştır. Araştırma verilerinin toplanmasında anket tekniği kullanılmış ve toplamda 402 kişiye ulaşılmıştır. Değişkenler arasındaki ilişkilerin test edilmesinde yapısal eşitlik modellemesi kullanılmıştır. Araştırmada marka özgünlüğünün marka güveni ve marka sadakatini pozitif ve anlamlı şekilde etkilediği; marka güveninin marka sadakati ve ağızdan ağıza iletişimi pozitif ve anlamlı bir şekilde etkilediği, marka sadakatinin ağızda ağızdan ağıza iletişimi pozitif ve anlamlı şekilde etkilediği sonuçlarına ulaşılmıştır.

Anahtar Kelimeler

marka özgünlüğü, marka sadakati, marka güveni, ağızdan ağıza iletişim, hizmet sektörü

Kaynakça

• Akbar, M. M., & Wymer, W. (2017). Refining the conceptualization of brand authenticity. Journal of Brand Management, 24(1), 14-32.
• Anderson, J. C. & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411.
• Arıkan, E. ve Telci, E. E. (2014). Marka özgünlüğü ve boyutlarının müşteri tutum ve satın alma davranışı üzerindeki etkileri. Pazarlama ve Pazarlama Araştırmaları Dergisi, 7(14), 87-106.
• Arnould, E., & Price, L. (2000). Authenticating acts and authoritative performances: questing for self and community. London: Routledge Yayınları.
• Aytekin, P. ve Taştepe, Ö. (2020). Samsung markası üzerinden marka aşkının, marka özgünlüğü ve marka tercihi arasındaki aracılık etkisinin incelenmesi. İşletme Araştırmaları Dergisi, 2846-2863.
• Belaid, S., & Behi, A. T. (2011). The role of attachment in building consumer‐brand relationships: an empirical investigation in the utilitarian consumption context. Journal of Product & Brand Management. 20(1), 37-47.
• Bennett, R., & Rundle-Thiele, S. (2002). A comparison of attitudinal loyalty measurement approaches. Journal of Brand Management, 9(3), 193-209.
• Bıçakcıoğlu, N., İpek, İ., & Bayraktaroğlu, G. (2018). Antecedents and outcomes of brand love: the mediating role of brand loyalty. Journal of Marketing Communications, 24(8), 863-877.
• Brown, S., Kozinets, R., & Sherry, J. (2003). Teaching old brands new tricks: retro branding and the revival of brand meaning. Journal of Marketing, 19-33.
• Brown, T. J., Barry, T. E., Dacin, P. A., & Gunst, R. F. (2005). Spreading the word: Investigating antecedents of consumers’ positive word-of-mouth intentions and behaviors in a retailing context. Journal of the Academy of Marketing Science, 33(2), 123-138.
• Bruhn, M., Schoenmüller, V., Schäfer, D., & Heinrich, D. (2012). Brand authenticity: Towards a deeper understanding of its conceptualization and measurement. Advances in Consumer Research, 40. 567-576.
• Burçak Güner, S. (2021). Ağızdan ağıza pazarlamanın marka sadakatine etkisinde marka imajı ve marka güveninin aracılık rolü. Yayımlanmamış Doktora Tezi, Beykent Üniversitesi Lisansüstü Eğitim Enstitüsü.
• Busser, J. A., & Shulga, L. V. (2019). Involvement in consumer-generated advertising: Effects of organizational transparency and brand authenticity on loyalty and trust. International Journal of Contemporary Hospitality Management. 31(4), 1763-1784
• Cappannelli, G., & Cappannelli, S. C. (2004). Authenticity: Simple strategies for greater meaning and purpose at work and at home. Emmis Books.
• Chaudhry, N. I., ali Mughal, S., Chaudhry, J. I., & Bhatti, U. T. (2020). Impact of consumer ethnocentrism and animosity on brand image and brand loyalty through product judgment. Journal of Islamic Marketing. 1-15.
• 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.
• Chow, J. C. C., Snowden, L. R., & McConnell, W. (2001). A confirmatory factor analysis of the BASIS-32 in racial and ethnic samples. The Journal of Behavioral Health Services and Research, 28(4), 400-411.
• Coary, S. (2013) Scale construction and effects of brand authenticity. Doctoral dissertation, University of Southern California.
• Çavuşoğlu, S. ve Demirağ, B. (2020). Benlik ifade eden marka, marka aşkı, pozitif ağızdan ağıza iletişim ve marka sadakati arasındaki ilişkinin incelenmesi: paketlenmiş ürün kategorisinde bir araştırma. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 34(3), 1065-1087.
• Dağ, K. ve Durmaz, Y. (2020). Marka Özgünlüğünün Marka İmajı ve Marka Tercihindeki İlişkisinde Marka Güveninin Aracılık Rolü. Uluslararası Toplum Araştırmaları Dergisi, 2528-9535.
• Delgado‐Ballester, E., & Munuera‐Alemán, J. L. (2005). Does brand trust matter to brand equity?. Journal of Product & Brand Management. 14(3), 187-196.
• Durmaz, Y. ve Dağ, K. (2018). Marka özgünlüğünün marka sadakati üzerindeki etkileri: cep telefonu markaları üzerinde bir araştırma. Akademik Araştırmalar ve Çalışmalar Dergisi, 489-501.
• Eggers, F., O’Dwyer, M., Kraus, S., Vallaster , C., & Guldenberg, S. (2013). The ımpact of brand authenticity on brand trust and SME growth: A CEO perspective. Journal of World Business, 340-348.
• Etezadi-Amoli, J., & Farhoomand, A. F. (1996). A structural model of end user computing satisfaction and user performance. Information & Management, 30(2), 65-73.
• Everard, A., & Galletta, D. F. (2005). How presentation flaws affect perceived site quality, trust, and intention to purchase from an online store. Journal of management Information Systems, 22(3), 56-95.
• Ewing, D. R., Allen, C. T., & Ewing, R. L. (2012). Authenticity as meaning validation: An empirical investigation of iconic and indexical cues in a context of “green” products. Journal of Consumer Behaviour, 11(5), 381-390.
• Fornell, C. & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 39-50.
• Fouladi, S., Ekhlassi, A., & Sakhdari, K. (2021). Determining the factors affecting brand authenticity of startups in social media. Qualitative Market Research: An International Journal. 1352-2752.
• George, D. & Mallery, P. (2019). IBM SPSS Statistics 26 step by step: A simple guide and reference. Routledge. Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). e‐WOM Scale: word‐of‐mouth measurement scale for e‐services context. Canadian Journal of Administrative Sciences, 27(1), 5-23.
• Grayson, K., & Martinec, R. (2004). Consumer perceptions of iconicity and indexicality and their influence on assessments of authentic market offerings. Journal of Consumer Research, 31(2), 296-312.
• Gremler, D. D., Gwinner, K. P., & Brown, S. W. (2001). Generating positive word‐of‐mouth communication through customer‐employee relationships. International Journal of Service Industry Management. 12(1), 44-59.
• Guèvremont, A. (2018). Creating and interpreting brand authenticity: The case of a young brand. Journal of Consumer Behaviour, 17(6), 505-518.
• Gülmez, M., ve Türker, G. Ö. (2015). Ağızdan ağıza iletişim ile tüketici odaklı marka değeri arasındaki ilişkinin incelenmesi: Tur operatörleri ve seyahat acenteleri müşterileri üzerine bir uygulama. Seyahat ve Otel İşletmeciliği Dergisi, 12(1), 64-81. Gürbüz, S. (2019). AMOS ile yapısal eşitlik modellemesi. Ankara: Seçkin Yayınevi.
• Gürbüz, S. ve Şahin, F. (2016). Sosyal bilimlerde araştırma yöntemleri, Ankara: Seçkin Yayınevi.
• Ha, H. Y., & Perks, H. (2005). Effects of consumer perceptions of brand experience on the web: Brand familiarity, satisfaction and brand trust. Journal of Consumer Behaviour: An International Research Review, 4(6), 438-452.
• Haider, A. (2018). Combined effects of brand co-creation, customization on brand trust and word-of-mouth: mediating role of perceived brand authenticity and moderating role of need for uniqueness a study from ıslamic perspective. Journal of Islamic Business and Management (JIBM), 8(1), 171-186.
• Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate data analysis. In Pearson (7th ed.). Pearson Education Limited.
• Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E. & Tatham, R. L. (2006). Multivariate data analysis (Vol.6.). UpperSaddleRiver, NJ: Pearson Prentice Hall.
• Halitoğulları, H. ve Dinç, N. T. (2020). Marka aşkı, marka sadakati ve ağızdan ağıza pazarlama ilişkisi: THY örneği. Türk Turizm Araştırmaları Dergisi, 4(4), 3649-3667.
• Hamby, A., Brinberg, D., & Daniloski, K. (2019). It's about our values: How founder's stories influence brand authenticity. Psychology & Marketing, 36(11), 1014-1026.
• Han, S. H., Nguyen, B., & Lee, T. J. (2015). Consumer-based chain restaurant brand equity, brand reputation, and brand trust. International Journal of Hospitality Management, 50, 84-93.
• Hernandez-Fernandez, A., & Lewis, M. (2019). Brand Authenticity Leads to Perceived Value and Brand Trust. Europan Journal of Management and Business Economics, 222-238.
• Huaman-Ramirez, R., & Merunka, D. (2019). Brand experience effects on brand attachment: the role of brand trust, age, and income. European Business Review. 31(5), 610-645.
• Huang, C. C. (2017). The impacts of brand experiences on brand loyalty: mediators of brand love and trust. Management Decision. 55(5), 915-934.
• Huang, C., & Guo, R. (2021). The effect of a green brand story on perceived brand authenticity and brand trust: the role of narrative rhetoric. Journal of Brand Management, 28(1), 60-76.
• Ismagilova, E., Dwivedi, Y. K., Slade, E. L., & Williams, M. D. (2017). Electronic word of mouth (eWOM) in the marketing context: A state of the art analysis and future directions. Cham: Springer International Publishing.
• Kefeli, E., Şahin, Ö. ve Yarmacı, N. (2020). Üçüncü nesil kahve işletmelerinde türk kahvesinin yeri: İstanbul örneği. Uluslararası Batı Karadeniz Sosyal ve Beşeri Bilimler Dergisi, 130-147.
• Kim, K., Choi, H.-J., & Hyun, S. (2020). Coffee House Consumers' Value Perception and Its Consequences: Multi-Dimensional Approach. Sustainability, 1-9.
• Kim, M., & Kim, J. (2020). The influence of authenticity of online reviews on trust formation among travelers. Journal of Travel Research, 59(5), 763-776.
• Kim, W. G., Han, J. S., & Lee, E. (2001). Effects of relationship marketing on repeat purchase and word of mouth. Journal of Hospitality & Tourism Research, 25(3), 272-288.
• Kwon, J.-H., Jung, S.-H., Choi, H.-J., & Kim, J. (2020). Antecedent factors that affect restaurant brand trust and brand loyalty: focusing on US and Korean consumers. Journal of Product & Brand Management, 1–26.
• Liao, S. H., Chung, Y. C., Hung, Y. R., & Widowati, R. (2010, December). The impacts of brand trust, customer satisfaction, and brand loyalty on word-of-mouth. In 2010 IEEE international conference on industrial engineering and engineering management (pp. 1319-1323). IEEE.
• Lindum, H. M. & Thomsen, W. P. (2019). The natüre of brand authenticity a case study of SOUNDBOKS from a multiple-stakeholder perspective. Copenhagen Business School Department of Marketing, MSc Brand and Communications Management Master’s Thesis.
• Marangoz, A. Y. ve Aydın, A. Ö. (2021). Marka otantikliği ve marka sadakati arasındaki ilişkide marka aşkının düzenleyici rolü. Pazarlama ve Pazarlama Araştırmaları Dergisi, 14(1), 83-112.
• Marangoz, M. (2007). Ağızdan ağıza iletişimin müşterilerin satın alma davranışlarına etkileri: Cep telefonu pazarına yönelik bir araştırma. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 16(2), 395-412.
• Morhart, F., Malär, L., Guèvremont, A., Girardin, F., & Grohmann, B. (2015). Brand authenticity: An integrative framework and measurement scale. Journal of consumer psychology, 25(2), 200-218.
• Nam, J., Ekinci, Y., & Whyatt, G. (2011). Brand Equity, Brand Loyalty and Consumer Satisfaction. Annals of Tourism Research, Vol. 38, No. 3, 1009-1030.
• Napoli, J., Dickinson, S. J., Beverland, M. B., & Farrelly, F. (2014). Measuring consumer-based brand authenticity. Journal of Business Research, 67(6), 1090-1098.
• Niyomsart, S., & Khamwon, A. (2015, October). Brand love, brand loyalty, and word of mouth: A case of Airasia. In Niyomsart, S., & Khamwon, A.(2015, October, 19-22). Brand Love, Brand Loyalty, and Word of Mouth: A Case of AirAsia. Paper presented at the International Journal of Arts & Sciences’(IJAS) International Conference for Business and Economics, Rome, Italy.
• Nunnally, J. C. (1978). Psychometric Theory, New York, USA, McGraw Hill.
• Oliver, R. L. (1999). Whence consumer loyalty?. Journal of Marketing, 63(4_suppl1), 33-44.
• Önen, V. (2018). Marka güveni marka sadakati ve marka tercihi arasındaki ilişkinin incelenmesi: kırtasiye sektörü uygulaması. Avrasya Uluslararası Araştırmalar Dergisi, 6(15), 1031-1044.
• Portal, S., Abratt, R., & Bendixen, M. (2019). The role of brand authenticity in developing brand trust. Journal of Strategic Marketing, 27(8), 714-729.
• Putranto, F., & Hudrasyah, H. (2017). Identification of consumer decision journey in choosing third wave coffee shop in Bandung by youth market segment. Journal of Business and Management, 6(1), 88-100.
• Riefler, P. (2020). Local versus global food consumption: the role of brand authenticity. Journal of Consumer Marketing. 37(3), 317-327.
• Samoggia, A., & Riedel, B. (2019). Consumers' perceptions f coffee health benefits and motives for coffee consumption and purchasing. Nutrients, 1-21.
• Schallehn, M., Burmann, C., & Riley, N. (2014). Brand authenticity: model development and empirical testing. Journal of Product & Brand Management. 23(3), 192-199.
• Schermelleh-Engel, K., Moosbrugger, H., & Müller, H. (2003). Evaluating the fit of structural equation models: Tests of significance and descriptive goodness-of-fit measures. Methods of Psychological Research online, 8(2), 23-74.
• Segars, A. H., & Grover, V. (1993). Re-examining perceived ease of use and usefulness: A confirmatory factor analysis. MIS Quarterly, 517-525.
• Spiggle, S., Nguyen, H. T., & Caravella, M. (2012). More than fit: Brand extension authenticity. Journal of Marketing Research, 49(6), 967-983.
• Şaylan, O. ve Tokgöz, E. (2020). Marka güveni ve marka sadakati ilişkisinde marka özdeşleşmesinin düzenleyici rolü. Business & Management Studies: An International Journal, 8(1), 144-163.
• Şimşek, H. (2017). Marka özgünlüğünün ağızdan ağıza pazarlama ile ilişkisinde müşteri memnuniyetinin aracılık rolü: hazır giyim sektöründe bir araştırma. Haliç Üniversitesi sosyal Bilimler Enstitüsü, Yayımlanmamış Doktora Tezi, İstanbul. Türk Dil Kurumu- TDK, (2021), https://sozluk.gov.tr/, erişim tarihi: 17.07.2021
• Verma, S., & Yadav, N. (2021). Past, present, and future of electronic word of mouth (EWOM). Journal of Interactive Marketing, 53, 111-128.
• Yeniçeri, T., Yaraş, E. ve Zengin, A. Y. (2010). İndirimli mağazalarda müşteri satin alma değeri, müşteri memnuniyeti, ağızdan ağıza iletişim ve müşteri sadakati ilişkisi. Sosyal Ekonomik Araştırmalar Dergisi, 10(20), 367-386.
• Yıldız, S., & Kırmızıbiber, A. (2020). Marka özgünlüğü: cep telefonu kullanıcıları üzerine bir araştırma. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, (40), 37-52.
• Yi, Y., & Jeon, H. (2003). Effects of loyalty programs on value perception, program loyalty, and brand loyalty. Journal of the Academy of Marketing Science, 31(3), 229-240.
• Zehir, C., Kitapçı, H., Şahin, A., & Özşahin, M. (2011). The effects of brand communication and service quality in building brand loyalty through brand trust; the empirica research on global brands. Procedia Social and Behavioral Sciences, 24, 1218–1231.