Antecedenets and outcomes of brand love: An application in the Eastern Black Sea Region

Yıl 2019, , 323 - 338, 10.07.2019

Emel Yıldız , Reyhan Günaydın

https://doi.org/10.17541/optimum.536453

Cited By: 3

Öz

Previously,
consumers have met their request and needs through limited choices, but
nowadays the number of options has increased with the ease of access provided
by the development of technology. Therefore, the concept of brand love, which
expresses the emotional and passionate bond against the brand, has started to
gain importance. The purpose of this research is to determine the effects of
brand associations, brand trust, brand awareness, brand image and perceived
quality on brand love and effects of brand love on brand loyalty and
word-of-mouth marketing. The main mass of the research consists of consumers
who live in the Eastern Black Sea Region and are the customers of famous electronic
brand operating in Turkey. Face-to-face survey was applied to 400 consumers
which were obtanined by convenience sampling method. Factor analysis and
cronbach's alpha method were used to test the validity and reliability of the
data. Research hypotheses were tested by structural equation modeling. As a
result of the research, it was determined that brand associations, brand trust,
brand awareness, brand image and perceived quality affect brand love and brand
love affect brand loyalty and word-of-mouth positively.

Anahtar Kelimeler

Brandlove, Brand Image, Brand Awareness, Brand Loyalty Word-of-Mouth

Marka Aşkının Öncülleri ve Sonuçları: Doğu Karadeniz Bölgesinde Bir Uygulama

Öz

Önceleri
tüketiciler istek ve ihtiyaçlarını sınırlı seçenekler arasından karşılarken
günümüzde teknolojinin gelişmesinin getirdiği erişim kolaylığı ile seçeneklerin
sayısı artmıştır. Bu nedenle, markaya karşı duygusal ve tutkulu bağı ifade eden
marka aşkı kavramı önem kazanmaya başlamıştır. Bu araştırmanın amacı; marka
çağrışımları, marka güveni, marka farkındalığı, marka imajı ve algılanan
kalitenin marka aşkı üzerindeki etkilerini; Marka aşkının da marka sadakati ve
kulaktan kulağa pazarlama davranışı üzerindeki etkilerinin belirlenmesidir.
Araştırmanın ana kütlesi Doğu Karadeniz Bölgesinde yaşayan ve Türkiye’de
faaliyet gösteren ünlü bir elektronik markası müşterilerinden oluşmaktadır. Kolayda
örnekleme yöntemi ile elde edilen 400 tüketiciye yüz yüze anket yöntemi
uygulanmıştır. Verilerin geçerlilik ve güvenilirliklerini test etmek için
faktör analizi ve cronbach alfa yöntemi uygulanmıştır. Araştırma hipotezleri
yapısal eşitlik modellemesi ile test edilmiştir. Araştırma sonucunda marka
çağrışımları, marka güveni, marka farkındalığı, marka imajı ve algılanan
kalitenin marka aşkını, marka aşkının da marka sadakati ve kulaktan kulağa
pazarlama davranışını pozitif yönlü etkilediği tespit edilmiştir. 

Anahtar Kelimeler

Marka Aşkı, Marka İmajı, Marka Farkındalığı, Marka Sadakati, Kulaktan Kulağa Pazarlama

Kaynakça

• Aaker, D. A. (1996). Building strong brand. Free Press.
• Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York: Free Press.Aaker, D. A. (2009). Marka değeri yönetimi. (E. Orhanlı, Çev.) İstanbul: Mediacat .
• Ahuvia, A. C., Batra, R., & Bagozzi, R. P. (2012). Brand love. Journal of Marketing , 76 (2), 1-16.
• Albert, N., Merunka, D., & Valette-Florence, P. (2008), When consumers love their brands: Exploring the concept and its dimensions, Journal of Business Research, 61(10), 1062-1075.
• Albert, Noel., & Merunka, Dwight. (2013). The role of brand love in consumer-brand relationships. Journal of Consumer Marketing, 30 (3), 258-266.
• Anderson, E. W. (1998). Customer satisfaction and word-of- mouth. Journal of Service Research , 1(1), 5-17.
• Arndt, J. A. (1967). Role of product- related conversations in the diffusion of a new product. Journal of Marketing Research, 4 (3), 291-5.
• Aşkın, N. ve İpek, İ. (2016). Marka aşkının marka deneyimi ile marka sadakati arasındaki ilişkiye aracılık etkisi. Ege Akademik Bakış, 16(1), 79-94.
• Aydın, H. (2017). Marka güveni, farkındalığı ve benlik imaj uyumunun marka bağlılığına etkisinde marka aşkının aracılık rolü. Ege Akademik Bakışı, 17(2), 281-294.
• Batra, R., Ahuvia A. & Bagozzi, R.P. (2012), Brand love. Journal of Marketing, 76(2), 1-16
• Beatty, S. E., & Kahle, L. R. (1988). Alternative hierarchies of the attidu-behavior relationship: The impact of brand commitment and habit. Journal of the Academy of Marketing Science, 16(2), 1-10.
• Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79-89.
• Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. The Journal of Marketing, 81-93.
• Çaylak, P., ve Tolon, M. (2013). Ağızdan ağıza pazarlama ve tüketicilerin ağızdan pazarlamayı kullanmaları üzerine bir araştırma. Gazi Üniversitesi İktisadi ve İdari Bilimler Dergisi, 15(3), 1-30.
• Dick, A., & Basu, K. (1994). Consumer loyalty: Toward on integrated conceptual framework. Journal of The Academy of Marketing, 22(2), 99-113.Giep, F. (2002). Reklamların marka değerine etkisi. (F. Yalım, Çev.) İstanbul: Mediacat.
• Halilovic, D. (2013). Crazy little thing called brand love! Exploring the influence of brand love on brand equity. Masters thesis, University of Twente . Enschede.
• Harrison-Walker, L.J. (2001). The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents. Journal of Service Research, 4(1), 60–75.
• Hwang, J. & Kandampully, J. (2012). The role of emotional aspects in younger consumer‐brand relationships. Journal of Product & Brand Management, 21(2), 98-108.
• İslam, J. U. & Rahman, Z. (2016). Examining the effects of brand love and brand image on customer engagement: An empirical study of fashion apparel brands. Journal of Global Fashion Marketing, 7(1), 45-59.
• Ismail, A. R. & Spinelli, G. (2012). Effects of brand love, personality and image on word of mouth: The case of fashion brands among young consumers. Journal of Fashion Marketing and Management: An International Journal, 16(4), 386-398.
• Jacoby, J. & Chestnut, R. W. (1978). Brand loyalty: Measurement and Management. New york: Wiley.
• Jacoby, J. & Kyner, D. B. (1973). Brand loyalty vs. repeat purchasing behavior. Journal Marketing Research, 10 (1), 1-9.
• Kalyoncuoğlu, S. (2017). Markaya duyulan güven ile marka sadakati ilişkisinde marka aşkının aracılık rolü: Starbucks markası üzerine bir araştırma. Journal of Tourism and Gatronomyt Studies, 5(4), 383-402.
• Keh, H.T., Pang, J. & Peng, S. (2007), Understanding and measuring brand love. Society for Consumer Psychology Conference Proceedings, Santa Monica.
• Keller, K. L. (2003). Strategic brand management building, measuring, and managing brand equity. New Jersey: Prentice Hall Press.
• Kim, H.-b., Kim, W. G., & A.An, J. (2003). The effect of consumer-based brand equity on firms' financial performance. Journal of Consumer Marketing, 20(4), 335-351.
• Knox, S. & Walker, D. (2001). Measuring and managing brand loyalty. Journal of Strategic Marketing, 9(2), 111-128.
• Kotler, P. (1988). Marketing management: Analysis, planning and control. Englewood Cliffs: Prentice Hall.
• Kotler, P., Wong, V., Saunders, J., & Armstrong, G. (2005). Principles of marketing (4th ed.). England: The Prentice Hall.
• Kurtuluş, K. (2004.) Pazarlama Araştırmaları, Genişletilmiş 7. Baskı, Literatür Yayınları, İstanbul.
• Langner, T., Schmidt, J., and Fischer, A. (2015), “Is it really love? A comparative investigation of the emotional nature of brand and interpersonal lrove”, Psychology & Marketing, 32( 6), 624-634.
• Lassar, W., Mittal, B., & Sharma, A. (1995). Measuring customer-based brand equity. Journal of Consumer Marketing , 12 (4), 11-19.
• Lee, M., & Youn, S. (2009). Electronic word of mouth. International Journal of Adversiting, 28(3), 479-499.
• Moorman, C., Deshpande, R., & Zaltman, G. (1993). Factors affecting trust in market research relationships. Journal of Marketing, 81-101.
• Odabaşı, Y. ve Oyman, M. (2007). Pazarlama iletişimi yönetimi (Cilt 7). İstanbul: Mediacat Yayınları.
• Oh, H. (2000). The effect of brand class, brand awareness and price on customer value and behavioral intentions. Journal of Hospitality an Tourism Research, 24(2), 133-162.
• Oliver, R. L. (1999). Whence customer loyalty. Journal of Marketing, 63, 33-44.
• Önen, V. (2018). Marka değerinin marka aşkına etkisinin incelenmesi: Starbucks cafe örneği. Avrasya Sosyal ve Ekonomi Araştırmaları Dergisi, 5(1), 49-63.
• Özyer, G. N. (2015). Marka aşkının marka sadakati ve ağızdan ağıza pazarlamaya etkisi: Pilot bir araştırma. Marmara Üniversitesi Sosyal Bilimler Enstitüsü İşletme Anabilim Dalı Yüksek Lisans Tezi . İstanbul.
• Roberts, K. (2004). Lovemarks: The future beyond brands. New York: Power House Books.
• Roy, S. K., Eshghi, A., & Sarkar, A. (2013). Antecedents and consequences of brand love. Journal of Brand Management, 20(4), 325 – 332.
• Shimp, T. A., & Madden, T. J. (1988). Consumer-object relations: a conceptual framework based analogously on sternberg's triangular theory of love. Advances in Consumer Research, 15(1), 163-168.
• Silverman, G. (2001). The secrets of word of mouth marketing. Newyork: American Management Association.
• Swaen, V., & Chumpitaz, R. C. (2008). Impact of corporate social responsibility on consumer trust. Recherce at Applications en Marketing, 23(4), 7-33.
• Tekbıyık, K. (2017). Impact of brand love on focal online and offline consumer behavior outcomes. Marmara Üniversitesi Sosyal Bilimler Enstitüsü İşletme Ana Bilim Dalı Yüksek Lisans Tezi. İstanbul.
• Valkenburg, P. M., & Bujizen, M. (2005). Identifying determinants of young childeren's brand awareness: Television, parents, and peers. Applied Developmental Psychology, 26, 456-468.
• Wallace, E., Buil, I., & Chernatony, L.d. (2014). Consumer engagement with self-expressive brands: Brand love and WOM outcomes. Journal of Product & Brand Management, 23(1), 33-42.
• Yang, D. (2010). The effect of perceived quality and value in brand love, International Conference on Management and Service Science, Wuhan, China Date of Conference: 24-26 Aug. 2010 Date Added to IEEE Xplore: 16 September 2010.
• Yoo, B., & Donthub, N. (1997). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1-14.
• Yoo, B., Lee, S., & Donthu, N. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195-211.
• https://dictionary.cambridge.org/tr/s%C3%B6zl%C3%BCk/ingilizce/love Erişim Tarihi:01.03.2019