The Mediating Role of Brand Image and Brand Trust on The Effect of Word of Mouth Marketing on Brand Loyalty

Yıl 2021, Cilt: 18 Sayı: 39, 553 - 588, 01.07.2021

Selin Burçak Güner , Volkan Öngel

https://doi.org/10.26466/opus.898666

Cited By: 2

Öz

The aim of the study is to analyze the mediating role of brand image and brand trust on the effect of word of mouth marketing on brand loyalty. Within the scope of the research, consumers of electrical small home appliances were contacted. In the process of collecting data, the survey method was preferred and convenience sampling method was applied. 663 survey data were analyzed using SPSS 25 and SPSS Process 2.16 programs. According to the research findings; it has been determined that word of mouth marketing has a positive effect on brand loyalty through brand image and brand trust. It was concluded that word-of-mouth marketing positively effects the brand image, brand trust, and brand loyalty. It was also concluded that the brand trust and the brand image also increased brand loyalty. As a result of the study, different than the original, the word of mouth marketing scale was obtained in five dimensions and this dimension was named as website content, as previously used in literature. The results obtained in the study are essential in determining the variables that have a mediation role in creating customer loyalty.

Anahtar Kelimeler

Word of Mouth Marketing, Word of Mouth Communication, Brand Image, Brand Trust, Brand Loyalty

Ağızdan Ağıza Pazarlamanın Marka Sadakatine Etkisinde Marka İmajı ve Marka Güveninin Aracılık Rolü

Öz

Araştırmanın amacı, ağızdan ağıza pazarlamanın marka sadakatine etkisinde marka imajı ve marka güveninin aracılık etkisini analiz etmektir. Araştırma örneklemi elektrikli küçük ev aletleri kullanıcılarıdır. Araştırma verilerinin toplanması aşamasında anket yöntemi tercih edilmiş ve kolayda örnekleme yöntemi uygulanmıştır. Elde edilen 663 anket verisi SPSS 25 ve SPSS Process 2.16 programları kullanılarak analiz edilmiştir. Araştırmadan elde edilen bulgulara göre; ağızdan ağıza pazarlamanın marka imajı ve marka güveni aracılığında marka sadakatine olumlu etkisinin olduğu tespit edilmiştir. Ağızdan ağıza pazarlamanın marka imajını, markaya olan güveni ve marka sadakatini olumlu yönde etkilediği sonucuna ulaşılmıştır. Bunun yanında markaya duyulan güven ve markanın imajının da marka sadakatini arttırdığı sonucuna ulaşılmıştır. Çalışmanın sonucunda ağızdan ağıza pazarlama ölçeği orijinalinden farklı olarak bu çalışmada beş boyutlu olarak elde edilmiştir ve bu boyut literatürde daha önce de kullanıldığı gibi web sitesi içeriği olarak adlandırılmıştır. Araştırmadan elde edilen sonuçlar müşteri sadakati oluşturmada aracılık rolüne sahip olan değişkenlerin tespit edilmesi açısından önemli taşımaktadır.

Anahtar Kelimeler

Ağızdan Ağıza Pazarlama, Ağızdan Ağıza İletişim, Marka İmajı, Marka Güveni, Marka Sadakati

Kaynakça

• Agung, L., Rahmat, S. Y. ve Angga, N. D. (2019). The relationship of brand communication, brand image, and brand trust to brand loyalty of Samsung celluar phone product. Russian Journal of Agricultural and Socio-Economic Sciences, 88(4), 138-143. doi: 10.18551/rjoas.2019-04.18
• Alhaddad, A. (2015). Perceived quality, brand ımage and brand trust as determinants of brand loyalty. Journal of Research in Business and Management, 3(4), 2347-3002.
• Aziz, N. ve Ngah, H. (2019). The effect of self expressive value and perceived value on Malaysian cosmetic brand loyalty: The mediating role of brand identification and word of mouth. Asia-Pacific Management Accounting Journal, 14(1), 151-178. doi: 10.24191/apmaj.v14i1.907.
• Azizi, S. (2014). A model of factors affecting foreign brand trust. Journal of Competitiveness, 6(3), 20-31.
• Blackston, M. (1992). Observations: Building brand equity by managing the brand's relationships. Journal of Advertising Research, 32(3), 79-83. doi: 10.2501/JAR-40-6-101-105.
• Briciu, V. A. ve Briciu, A. (2016). A brief history of brands and the evolution of place branding. Bullefin of the Transilvania University of Brasov, 9(2), 137-142. Erişim adresi: https://www.ceeol.com/search/article-detail?id=494838
• Chaudhuri, A. ve Chatterjee, S. C. (2005). Are trusted brands important? Marketing Management Journal, 15(1), 1-16.
• Chaudhuri, A. ve 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. doi: 10.1509/jmkg.65.2.81.18255
• Chen, G.-L., Yang, S.-C., Chang, R.-M. ve Lee, T.-L. (2017). The antecedents of brand loyalty building in fan page of Facebook. In Proceedings of the 4th Multidisciplinary International Social Networks Conference, 1-9. doi: 10.1145/3092090.3092126
• Copeland, M. T. (1923). Relation of consumers' buying habits to marketing methods. Harvard Business Review, 1(3), 282-289.
• Delgado-Ballaster, E. ve Munuera-Aleman, J. (2005). Does brand trust matter to brand equity? Journal of Product and Brand Management, 14(3), 187-196. doi: 10.1108/10610420510601058
• Delgado-Ballester, E. (2004). Applicability of a brand trust scale across product categories. European Journal of Marketing, 38(5-6), 573-592. doi: 10.1108/03090560410529222
• Doney, P. M. ve Cannon, J. P. (1997). An examination of the nature of trust in buyer–seller relationships. Journal of Marketing, 61(2), 35-51. doi: 10.1177/002224299706100203
• Doyle, C. (2011). Oxford dictionary of marketing. New York: Oxford University Press.
• Esenyel, V. ve Emeagwali, O. L. (2019). The relationship between perceived corporate reputation and employee’s positive word of mouth behavior: The mediation effect of trust to managers. Management Science Letter, 9(5), 673-686. doi: 10.5267/j.msl.2019.2.004
• Geyskens, I., Steenkamp, J. B. ve Kumar, N. (1999). A Meta-Analysis of satisfaction in marketing channel relationships. Journal of Marketing Research, 36(2), 223-238. doi: 10.1177/002224379903600207
• Goyette, I., Ricard, L., Bergeron, J. ve Marticotte, F. (2010). e-WOM scale: Word-of-Mouth measurement scale for e-services context. Canadian Journal of Administrative Sciences, 27(1), 5-23. doi: 10.1002/cjas.129
• Hair, J. F., Black, W. C., Babin, B. J. ve Anderson, R. E. (2014). Multivariate data analysis (Vol. 7.). Harlow, UK: Harlow: Pearson Education.
• Han, H., Yu, J., Chua, B.-L., Lee, S. ve Kim, W. (2019). Impact of core-product and service-encounter quality, attitude, image, trust and love on repurchase. International Journal of Contemporary Hospitality Management, 31(4), 1588-1608. doi: 10.1108/IJCHM-05-2018-0376
• Hayes, A. F. (2017). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. Newyork: Guilford Publications.
• Ho, C.-H., Chang, S.-T., Chen, Y.-T. ve Chiu, K.-H. (2010). Effects of brand image, online word of mouth, and price discount on consumer’s purchase intention - mobile phone as the example. Department of Business Administration, National Taipei University, 1-21.
• Hu, H.-h., Wang, L., Jiang, L. ve Yang, W. (2019). Strong ties versus weak ties in word-of-mouth marketing. BRQ Business Research Quarterly, 22(4), 245-256. doi: 10.1016/j.brq.2018.10.004
• Hyun, S. S. ve Kim, W. (2011). Dimensions of brand equity in the chain restaurant industry. Cornell Hospitality Quarterly, 52(4), 429-437. doi: 10.1177/1938965510397533
• Kalaycı, Ş. (2010). Spss uygulamalı çok değişkenli istatistik teknikleri (sayı, 5). Ankara: Asil Yayıncılık.
• Kauv, S. ve Blotnicky, K. A. (2020, Spring). Brand loyalty, brand trust, peer influence and price sensitivity as ınfluencers in student computer purchase. Journal Of Business and Behavioral Sciences, 32(1), 131-150.
• Keller, E. (2007). Unleashing the power of word of mouth: Creating brand advocacy to drive growth. Journal of Advertising Research, 47(4), 448-452. doi: 10.2501/S0021849907070468
• Keller, K. L. (2013). Strategic brand management building, measuring and managing brand equity (4 ed.). New Jersey: Pearson Education Inc., as Prentice Hall.
• Kim, R. B. ve Chao, Y. (2019). Effects of brand experience, brand image and brand trust on brand building process: The case of Chineese millennial generation consumers. Journal of International Studies, 12(3), 9-21. doi: 10.14254/2071-8330.2019/12-3/1
• Kim, S. S., Choe, J. J. ve Petrick, J. F. (2018). The effect of celebrity on brand awareness, perceived quality, brand image, brand loyalty, and destination attachment to a literary festival. Journal of Destination Marketing and Management,9, 320-329. doi: 10.1016/j.jdmm.2018.03.006
• Kotler, P., Armstrong, G., Saunders, J. ve Wong, V. (2005). Principles of marketing (2 ed.). Milan: Pearson Education Limited.
• Kurtoğlu, R. ve Sönmez, A. T. (2016). Marka imajı ve marka faydasının marka sadakati ve pozitif ağızdan ağıza iletişim üzerindeki etkisi. Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 21(4), 1127-1138.
• Kurtuluş, K. (2010). Araştırma yöntemleri, Türkmen Kitapevi: İstanbul.
• Lau, G. T. ve Lee, S. H. (1999). Consumers' trust in a brand and the link to brand loyalty. Journal of Market-Focused Management, 4(4), 341-370. doi: 10.1023/A:1009886520142
• Marliawati, A. ve Cahyaningdyah, D. (2020). Impacts the brand of experience and brand image on brand loyalty: Mediators brand of trust. Management Analysis Journal, 9(2), 140-151. doi: 10.15294/MAJ.V9I2.36945
• Mihardjo, L. W., Sasmoko, S., Alamsjah, F. ve Elidjen, E. (2019). The influence of digital customer experience and electronic word of mouth on brand. Uncertain Supply Chain Management, 7(4), 691-702. doi: 10.5267/j.uscm.2019.4.001
• Morgan, R. M. ve Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38. doi: 10.1177/002224299405800302
• Newman, J. W. (1957). New Insight, new progress, for marketing. Harvard Business Review, 35(6), 95-102.
• Nikookar, G., Rahrovy, E., Razi, S. ve Ghassemi, R. A. (2015). Investigating influential factors on word of mouth in service industries: The case of Iran Airline Company. Procedia-Social and Behavioral Sciences,177, 217-222. doi: 10.1016/j.sbspro.2015.02.392
• Özdemir, M. ve Koçak, A. (2012). İlişkisel pazarlama çerçevesinde marka sadakatinin oluşumu ve bir model önerisi. Ankara Üniversitesi SBF Dergisi, 67(2), 127-156. doi: 10.1501/SBFder_0000002246
• Saeednia, H. R. ve Masoumi, P. (2014). An investigation on the effects of brand equity, trust, image and customer satisfaction on regular insurance firm customers’ loyalty. Management Science Letters, 4(3), 497-502.
• Saleem, S., Rahman, S. U. ve 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. doi: 10.5539/ijms.v7n1p66
• Salinas, E. M. ve Pérez, J. M. (2009). Modeling the brand extensions' influence on brand image. Journal of Business Research, 62(1), 50-60. doi: 10.1016/j.jbusres.2008.01.006
• Sallam, M. A. (2015). The effect of dual image (corporate and brand) on customers’ wom: The role of customer loyalty. International Journal of Economics, Commerce and Management, 3(12), 1-17.
• Sensuse, D. I., Cahyaningsih, E. ve Wibowo, W. C. (2015). Identifying knowledge management process of Indonesian government human capital management using analytical hierarchy process and pearson correlation analysis. Procedia Computer Science, 72, 233-24. doi: 10.1016/j.procs.2015.12.136
• Seo, E.-J. ve Park, J.-W. (2018). A study on the influence of the information characteristics of airline social media on e-wom, brand equity and trust. The Open Transportation Journal, 12(1), 289-300. doi: 10.2174/1874447801812010289
• Sernovitz, A. (2012). Word of mouth marketing: how smart companies get people talking (Vol. 3). Texas: Greenleaf Book Group Press.
• Silverman, G. (2006). Ağızdan ağıza pazarlama. (E. Orfanlı, Trans.) İstanbul: MediaCat Yayınları.
• Sparks, B. A. ve Browning, V. (2011). The impact of online reviews on hotel booking intentions and perception of trust. Tourism Management, 32(6), 1310-1323. doi: 10.1016/j.tourman.2010.12.011
• Sung, Y. ve Kim, J. (2010). Effects of brand personality on brand trust and brand affect. Psychology and Marketing, 27(7), 639-661. doi: 10.1002/mar.20349
• Tekin, M. ve Öztürk, A. (2010). Kriz ve marka iletişimi (1 ed.). Konya: Eğitim Akademi Yayınevi.
• Ulusu, Y. (2011). Effects of brand image on brand trust. Journal of Yasar University, 24(6), 3932-3950.
• Virvilaite, R., Tumasonyte, D. ve Sliburyte, L. (2015). The influence of word of mouth communication on brand equity: Receiver perspectives. Procedia-Social and Behavioral Sciences (213), 641-646. doi: 10.1016/j.sbspro.2015.11.465
• Yıldız, E. (2017). Effects of service quality on customer satisfaction, trust, customer loyalty and word of mouth: An application on cargo companies in Gümüşhane. Global Journal of Economics and Business Studies, 6(12), 81-88.
• Yi, Y. ve 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. doi: 10.1177/0092070303031003002
• Yükselen, C. (2013). Pazarlama araştırmaları (6 ed.). Ankara: Detay Yayıncılık.