MAĞAZA MARKALI ÜRÜNLERİ SATIN ALMA NİYETİNİN MARKA BAĞIMLILIĞI, MARKA BENZERLİĞİ VE ALGILANAN KALİTE ÇERÇEVESİNDE İNCELENMESİ

Öz

Bu çalışmanın amacı; marka bağımlılığı ve algılanan marka benzerliğinin, mağaza markalı ürün satın alma niyetine doğrudan etkilerini incelemenin yanı sıra marka bağımlılığının ve algılanan marka benzerliğinin satın alma niyetine etkisinde algılanan kalitenin aracılık rolünü araştırmaktır. Çalışmanın amacı doğrultusunda oluşturulan model, Ankara’ da yaşayan 405 katılımcıdan elde edilen veriler kullanılarak AMOS 26 yol (path) analizi ile test edilmektedir. Tüketicilerin marka bağımlılıkları arttıkça (azaldıkça), mağaza markalı ürün satın alma niyetleri azalmaktadır (artmaktadır). Algılanan marka benzerliği, mağaza markalı ürün satın alma niyetini olumlu yönde etkilemektedir. Mağaza markalı ürünlerin algılanan kalitesinin, marka bağımlılığının ve algılanan marka benzerliğinin mağaza markalı ürün satın alma niyetine etkisinde aracılık rolü bulunmaktadır. Mağaza markalı ürünleri satın alma niyetinin marka bağımlılığı, marka benzerliği ve algılanan kalite bağlamında incelenmesi; pazarlama iletişimde hedef pazar için kullanılacak mesajların belirlenmesinde ve firmaları mağaza markalı ürünlere ilişkin yapacakları yatırımın etkinliğini sağlamada firmalara ve araştırmacılara katkı sağlamaktadır.

Anahtar Kelimeler

• Mağaza Markalı Ürünler
• Marka Bağımlılığı
• Algılanan Marka Benzerliği
• Algılanan Kalite
• Satın Alma Niyeti

EXAMINING INTENTION TO PURCHASE STORE BRANDS IN THE CONTEXT OF BRAND DEPENDENCE, BRAND PARITY AND PERCEIVED QUALITY

Öz

The purpose of this study is to analyze the direct effects of brand dependency and perceived brand parity on consumers’ store brand purchase intentions, as well as the mediating influence of perceived quality on brand dependence and perceived brand parity on consumers’ store brand purchase intentions. The hypotheses of the study are tested through AMOS 26 path analysis with the data obtained from 405 participants living in Ankara. According to the results of the analysis, brand dependence has a negative effect on the store brand purchase intention and perceived brand parity has a positive effect on the consumers’ store brand purchase intention. The store brands’ perceived quality has a mediating role in the effect of brand dependence and perceived brand parity on the customers’ store brand purchase intention. Examining the intention to purchase store branded products in the context of brand dependence, brand parity, and perceived quality contributes to companies and researchers in determining the messages to be used in marketing communication and assisting the effectiveness of their investment in store branded products.

Anahtar Kelimeler

• Store Brands
• Brand Dependence
• Perceived Brand Parity
• Perceived Quality
• Purchase Intention

Kaynakça

1. Al-Monawer, N., Davoodi, M. ve Qi, L. (2021). Brand and Quality Effects on Introduction of Store Brand Products. Journal of Retailing and Consumer Services, 61, 1-13. https://doi.org/10.1016/j.jretconser.2021.102507
2. Alić, A., Činjarević, M. ve Agić, E. (2020). The Role of Brand Image in Consumer-Brand Relationships: Similarities and Differences Between National and Private Label Brands. Management & Marketing, 15(1), 1-16. https://doi.org/10.2478/mmcks-2020-0001
3. Anderson, N. H. (1971). Integration Theory and Attitude Change. Psychological review, 78(3), 171.
4. Aribarg, A., Arora, N., Henderson, T. ve Kim, Y. (2014). Private Label Imitation of a National Brand: Implications for Consumer Choice and Law. Journal of Marketing Research, 51(6), 657-675. https://doi.org/10.1509/jmr.13.0420.
5. Bao, Y., Bao, Y. ve Sheng, S. (2011). Motivating Purchase of Private Brands: Effects of Store Image, Product Signatureness, and Quality Variation. Journal of Business Research, 64(2), 220-226. https://doi.org/10.1016/j.jbusres.2010.02.007
6. Begley, S. ve McOuat, A. (2020). Turning Private Labels into Powerhouse Brands. Retail: Our Insights. https://www.mckinsey.com/industries/retail/our-insights/turning-private-labels-into-powerhouse-brands. (16 Şubat 2022).
7. Bechtel, W. (1999). A Companion to Cognitive Science. Blackwell Companions. Oxford.
8. Beneke, J., Brito, A. ve Garvey, K.A. (2015). Propensity to Buy Private Label Merchandise, International Journal of Retail & Distribution Management, 43(1), 43-62. https://doi.org/10.1108/IJRDM-09-2013-0175

9. Birtwistle, G. ve Freathy, P. (1998). More than Just A Name Above the Shop: A Comparison of the Branding Strategies of two UK Fashion Retailers. International Journal of Retail & Distribution Management, 26(8), 318-323.
10. Brislin, R. W., Lonner, W. J. ve Thorndike, R. M. (1973). Cross-Cultural Research Methods. New York: John Wiley & Sons.
11. Bristow, D. N., Schneider, K. C. ve Schuler, D. K. (2002). The Brand Dependence Scale: Measuring Consumers’ Use of Brand Name to Differentiate Among Product Alternatives. Journal of Product & Brand Management, 11(6), 343-356. https://doi.org/10.1108/10610420210445488
12. Calvo-Porral, C. ve Lévy-Mangin, J. P. (2017). Store Brands’ Purchase Intention: Examining the Role of Perceived Quality. European Research on Management and Business Economics, 23(2), 90-95. https://doi.org/10.1016/j.iedeen.2016.10.001
13. Chimhundu, R., Hamlin, R. P. ve McNeill, L. (2011). Retailer Brand Share Statistics in Four Developed Economies from 1992 to 2005. British Food Journal, 113(3), 391- 403.
14. Chu, W., Choi, B. ve Song, M. R. (2005). The Role Of On-Line Retailer Brand and Infomediary Reputation in Increasing Consumer Purchase Intention. International journal of electronic commerce, 9(3), 115-127. https://doi.org/10.1080/10864415.2005.11044336
15. Collins-Dodd, C. ve Lindley, T. (2003). Store Brands and Retail Differentiation: The Influence of Store Image and Store Brand Attitude on Store Own Brand Perceptions. Journal of Retailing and consumer services, 10(6), 345-352. https://doi.org/10.1016/S0969-6989(02)00054-1
16. Dam, T. C. (2020). The Effect of Brand Image, Brand Love on Brand Commitment and Positive Word-of-Mouth. The Journal of Asian Finance, Economics, and Business, 7(11), 449-457.
17. Dawar, N. ve Parker, P. (1994). Marketing Universals: Consumers’ Use of Brand Name, Price, Physical Appearance, and Retailer Reputation As Signals of Product Quality. Journal of Marketing, 58(2), 81-95. https://doi.org/10.2307/1252271.
18. DelVecchio, D. (2001). Consumer Perceptions of Private Label Quality: The Role of Product Category Characteristics and Consumer Use of Heuristics. Journal of Retailing and Consumer Services, 8(5), 239-249. https://doi.org/10.1016/S0969-6989(00)00030-8
19. Dharamdasani, D. ve Sharma, M. (2017). Impact of Brand Related Attributes on Consumer's Purchase Intention Towards Private Label Apparels Brands: A Study About the Consumers of Ahmedabad. International Journal of Engineering and Management Research (IJEMR), 7(1), 297-303.
20. Diallo, M. F. (2012). Effects of Store Image and Store Brand Price-Image on Store Brand Purchase Intention: Application to An Emerging Market. Journal of Retailing and Consumer Services, 19(3), 360-367. https://doi.org/10.1016/j.jretconser.2012.03.010
21. do Vale, R.C., Matos, P.V. and Caiado, J. (2016), The Impact of Private Labels on Consumer Store Loyalty: An Integrative Perspective, Journal of Retailing and Consumer Services, 28, January, 179-188. https://doi.org/10.1016/j.jretconser.2015.10.003
22. Dodds, W. B., Monroe, K. B. ve Grewal, D. (1991). Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations. Journal of Marketing Research, 28(3), 307-319. https://doi.org/10.2307/3172866
23. Dursun, I., Kabadayı, E. T., Alan, A. K. ve Sezen, B. (2011). Store Brand Purchase Intention: Effects of Risk, Quality, Familiarity and Store Brand Shelf Space. Procedia-Social and Behavioral Sciences, 24, 1190-1200. https://doi.org/10.1016/j.sbspro.2011.09.133
24. Estrada‐Reynolds, V. C., Gray, J. M. ve Nuñez, N. (2015). Information Integration Theory, Juror Bias, and Sentence Recommendations Captured Over Time in a Capital Trial. Applied Cognitive Psychology, 29(5), 713-722.
25. Faryabi, M., Fesaghandis, K. S. ve Saed, M. (2015). Brand Name, Sales Promotion and Consumers' Online Purchase Intention for Cell-phone Brands. International Journal of Marketing Studies, 7(1), 167. https://doi.org/10.5539/ijms.v7n1p167
26. Fornell, C. ve D.F. Larcker (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50.
27. Frey, C. J. ve Kinnear, T. C. (1980). Information Integration Theory: An Alternative Attitude Model for Consumer Behavior. ACR North American Advances.
28. Glynn, S. M., Britton, B. K., Semrud-Clikeman, M. ve Muth, K. D. (1989). Analogical Reasoning and Problem Solving in Science Textbooks. In Handbook of creativity (383-398). Springer, Boston, MA.
29. Gotlieb, J. B., Grewal, D. ve Brown, S. W. (1994). Consumer Satisfaction and Perceived Quality: Complementary or Divergent Constructs? Journal of Applied Psychology, 79(6), 875–885. doi:10.1037/0021-9010.79.6.875
30. Gök, B. Salkın, M., Kenanoğlu Bektaş, Z. ve Kınıklı, F. (2017). Tüketicilerin Süt ve Süt Ürünleri Satın Alma Tercihinde Ambalajın Etkisi: İzmir İli Örneği. 23(2), 241-253. https://doi.org/10.24181/tarekoder.369451
31. Grunert, K. G., Esbjerg, L., Bech‐Larsen, T., Brunsø, K. ve Juhl, H. J. (2006). Consumer Preferences for Retailer Brand Architectures: Results from a Conjoint Study. International Journal of Retail & Distribution Management, 34(8), 597-608. https://doi.org/10.1108/09590550610675921
32. Gutman, J. ve Alden, S. D. (1985). Adolescents' Cognitive Structures of Retail Stores and Fashion Consumption: A Means-End Chain Analysis of Quality. Perceived quality: How consumers view stores and merchandise/edited by Jacob Jacoby, Jerry C. Olson, 99-114.
33. Gultekin, B., Demir, S., Gunduz, M. A., Çura, F. ve Ozer, L. (2022). The Logistics Service Providers During The COVID-19 Pandemic: The Prominence and The Cause-Effect Structure Of Uncertainties and Risks. Computers and Industrial Engineering, 165, https://doi.org/10.1016/j.cie.2022.107950
34. Gürbüz, S. (2021). Aracı ve Düzenleyici Etki Analizleri. Seçkin Yayıncılık, Ankara.
35. Ha, H. Y. (2004). Factors Influencing Consumer Perceptions of Brand Trust Online. Journal of Product&Brand Management, 13(5), 329-342. https://doi.org/10.1108/10610420410554412
36. Hair, J. F., Black, W. C., Babin, B. J. ve Anderson, R. E. (2010). Multivariate Data Analysis. Upper Saddle River, New Jersey: Pearson Education.
37. Hanzaee, K. H. ve Andervazh, L. (2012). The Influence of Brand Loyalty on Cosmetics Purchase Intention of Iranian Female Consumers. Journal of Basic and Applied Scientific Research, 2(5), 5389-5398.
38. Hashmi, A., Amirah, N. ve Yusof, Y. (2021). Organizational Performance with Disruptive Factors and Inventory Control as a Mediator in Public Healthcare Of Punjab, Pakistan. Management Science Letters, 11(1), 77-86.
39. Henao, C. A., Muñoz, J. C. ve Ferrer, J. C. (2019). Multiskilled Workforce Management By Utilizing Closed Chains Under Uncertain Demand: A Retail Industry Case. Computers & Industrial Engineering, 127, 74-88.
40. Hofstede Insights. "What about Turkey?, "https://www.hofstede-insights.com/country/turkey/ (Erişim tarihi: 13.4.2022).
41. Hu, L.-T. ve Bentler, P. M. (1999). Cutoff Criteria for Fit Indexes in Covariance Structure Analysis: Conventional Criteria Versus New Alternatives. Structural Equation Modeling, 6, 1–55.
42. Japutra, A. (2014). Drivers and Outcomes of Brand Attachment. Doctoral dissertation, Oxford Brookes University, Headington.
43. Jara, M., Cliquet, G. ve Robert, I. (2017). A Comparison Between Economic and Organic Store Brands: Packaging As a Key Factor of Store Brand Equity. International Journal of Retail & Distribution Management. https://doi.org/10.1108/IJRDM-07-2016-0107
44. Jin, B. ve Suh, Y. G. (2005). Integrating Effect of Consumer Perception Factors In Predicting Private Brand Purchase in a Korean Discount Store Context. Journal of Consumer Marketing, 22(2), 62-71.
45. Keller, K. (2013). Strategic Brand Management. Global edition, Pearson Higher Ed.
46. Kethüda, Ö. (2020). Mağaza İmaj Bileşenlerinin Premium Özel Markalı Ürünlere ilişkin Müşterilerin Kalite Algısına ve Satın Alma Niyetine Etkisi. Pazarlama ve Pazarlama Araştırmaları Dergisi, 3 (Eylül), 502-531. https://doi.org/10.15659/ppad.13.2.235
47. Konuk, F. A. (2018). The Role of Store Image, Perceived Quality, Trust And Perceived Value in Predicting Consumers’ Purchase Intentions Towards Organic Private Label Food. Journal of Retailing and Consumer Services, 43, 304-310. https://doi.org/10.1016/j.jretconser.2018.04.011
48. Lacoeuilhe, J. (2000). Attachment to the Brand: Proposal of a Measurement Scale. Research and Applications in Marketing, 15(4), 61-77.
49. Lee, W. H. (2008). An Academic Research Study on the Influential Role of Brand Dependence in Purchases and the Associated Significance of the Age Differential (Doctoral dissertation, University of Leicester (United Kingdom)).
50. Levy, S. ve Gendel‐Guterman, H. (2012). Does Advertising Matter to Store Brand Purchase Intention? A Conceptual Framework. Journal of Product & Brand Management, 21(2), 89-97. https://doi.org/10.1108/1061042121121541
51. Li, X. (2010). Loyalty Regardless of Brands? Examining Three Nonperformance Effects on Brand Loyalty in a Tourism Context. Journal of Travel Research, 49(3), 323-336.
52. Li, A. D., He, Z., Wang, Q. ve Zhang, Y. (2019). Key Quality Characteristics Selection for Imbalanced Production Data Using a Two-Phase Bi-Objective Feature Selection Method. European Journal of Operational Research, 274(3), https://doi.org/978-989. 10.1016/j.ejor.2018.10.051
53. Martin, M. A. (2003). “It's Like… You Know”: The Use of Analogies and Heuristics in Teaching Introductory Statistical Methods. Journal of Statistics Education, 11(2).
54. Mostafa, R. H. ve Elseidi, R. I. (2018). Factors Affecting Consumers’ Willingness to Buy Private Label Brands (PLBs). Spanish Journal of Marketing-ESIC, 22(3), 341-361. https://doi.org/10.1108/SJME-07-2018-0034
55. Mrad, M. (2018). Brand Addiction Conceptual Development. Qualitative Market Research: An International Journal, 21(1), 18–38. https://doi.org/10.1108/QMR-06-2016-0050
56. Muncy, J. A. (1996). Measuring Perceived Brand Parity. ACR North American Advances, 23, 411-417.
57. Nielsen (2018). “2018 Yılı Hızlı Tüketim Ürünleri Pazarı ve Private Label Trendleri”, https://gallery.mailchimp.com/d2b84858e13c7d0b24935804d/files/315317d2-95b9-4b3d-b96b-60416cd30c52/PLAT2018_Nielsen_Sunumu.pdf. (Erişim tarihi: 22.04.2021).
58. Özel Markalı Ürünler Sanayiciler ve Tedarikçiler Derneği (PLAT), (2021), “Private Label Cirosu”, https://plturkey.org/2021-ilk-ceyrekte-private-label-cirosu-yuzde-21-artti/. (Erişim tarihi:22.04.2021)
59. Piehler, R. (2018). Employees’ Brand Understanding, Brand Commitment, and Brand Citizenship Behaviour: A Closer Look at the Relationships Among Construct Dimensions. Journal of Brand Management, 25(3), 217-234.
60. Private Label Manufacturers Association International, (2021). “Private Label Today”, https://www.plmainternational.com/industry-news/private-label-today. (Erişim tarihi: 22.04.2021)
61. Rahman, M. (2014). Differentiated Brand Experience in Brand Parity Through Branded Branding Strategy. Journal of Strategic Marketing, 22(7), 603-615. https://doi.org/10.1080/0965254X.2014.914061
62. Ramirez, E. ve Goldsmith, R. E. (2009). Some Antecedents of Price Sensitivity. Journal of Marketing Theory and Practice, 17(3), 199-214. http://www.jstor.org/stable/40470409
63. Richardson, P., Jain, A. K. ve Dick, A. (1996). The Influence of Store Aesthetics on Evaluation of Private Label Brands. Journal of Product & Brand Management, 5(1), 19-28. https://doi.org/10.1108/10610429610113384
64. Rodrigue, C. S. ve Biswas, A. (2004). Brand Alliance Dependency and Exclusivity: An Empirical Investigation. Journal of Product & Brand Management, 13(7), 477-487. https://doi.org/10.1108/10610420410568417
65. Rubio, N., Villaseñor, N ve Yagüe, M. J. (2017). Creation Of Consumer Loyalty and Trust in the Retailer through Store Brands: The Moderating Effect of Choice of Store Brand Name. Journal of Retailing and Consumer Services, 34, 358-368. https://doi.org/10.1016/j.jretconser.2016.07.014
66. Sheau-Fen, Y., Sun-May, L. and Yu-Ghee, W. (2012), Store Brand Proneness: Effects of Perceived Risks, Quality and Familiarity, Australasian Marketing Journal, 2(1), 48-58. https://doi.org/10.1016/j.ausmj.2011.10.014
67. Shen, Y. C., Bei, L. T. ve Chu, C. H. (2011). Consumer Evaluations of Brand Extension: The Roles of Case‐Based Reminding on Brand‐to‐Brand Similarity. Psychology&Marketing, 28(1), 91-113. https://doi.org/10.1002/mar.20382
68. Sit, K. J., Ballantyne, E. E. F. ve Gorst, J. (2022). Profiling Shoppers’ Coping Behaviours During a Pandemic Crisis: A Regulatory Focus Perspective. Journal of Retailing and Consumer Services, 64, 102811. https://doi.org/https://doi.org/10.1016/j.jretconser.2021.102811
69. Skarzynski, P. ve Gibson, R. (2008). Innovation to the Core: A Blueprint for Transforming the Way Your Company Innovates. Harvard Business Press.
70. Sprott, D. E. ve Shimp, T. A. (2004). Using Product Sampling to Augment the Perceived Quality of Store Brands. Journal of Retailing, 80(4), 305-315. https://doi.org/10.1016/j.jretai.2004.10.006
71. Steenkamp, J. B. E. ve Dekimpe, M. G. (1997). The Increasing Power of Store Brands: Building Loyalty and Market Share. Long Range Planning, 30(6), 917-930. https://doi.org/10.1016/S0024-6301(97)00077-0
72. Steenkamp, J.B.E., Van Heerde, H.J. ve Geyskens, I. (2010), What Makes Consumers Willing to Pay a Price Premium for National Brands over Private Labels?, Journal of Marketing Research, 47(6), 1011-1024. https://doi.org/10.1509/jmkr.47.6.1011
73. Thomson, M., MacInnis, D. J. ve Whan Park, C. (2005). The Ties that Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands. Journal of Consumer Psychology, 15(1), 77-91.
74. Tih, S. ve Lee, K. H. (2013). Perceptions and Predictors of Consumers’ Purchase Intentions for Store Brands: Evidence from Malaysia. Asian Journal of Business and Accounting, 6(2), 105-136.
75. Xia, Y. ve Yang, Y. (2019). RMSEA, CFI, and TLI in Structural Equation Modeling with Ordered Categorical Data: The Story They Tell Depends on the Estimation Methods. Behavior Research Methods 51, 409–428. https://doi.org/10.3758/s13428-018-1055-2
76. Vo, T. T. ve Nguyen, C. T. (2015). Factors Influencing Customer Perceived Quality and Purchase Intention Toward Private Labels in the Vietnam Market: The Moderating Effects of Store Image. International Journal of Marketing Studies, 7(4), 51. https://doi.org/10.5539/ijms.v7n4p51
77. Yan, L., Xiaojun, F., Li, J. ve Dong, X. (2019). Extrinsic Cues, Perceived Quality, and Purchase Intention for Private Labels. Asia Pacific Journal of Marketing and Logistics, 31(3), 714-727. https://doi.org/10.1108/APJML-08-2017-0176
78. Zhou, L. (2022). Antecedents of Similarity Perception for Storebranded Lookalikes. Marketing Intelligence & Planning, 40 (2), 169-183. https://doi.org/10.1108/MIP-05-2021-0159
79. Zia, A. (2019). Store Brands Purchase Intentions: An Empirical Investigation of Supermarkets in Al-Baha, Saudi Arabia. Shanlax International Journal of Commerce, 14(1), 96-101.
80. Zielke, S. ve Dobbelstein, T. (2007). Customers' Willingness to Purchase New Store Brands. Journal of Product & Brand Management, 16(2), 112-121. https://doi.org/10.1108/10610420710739982