MARKA ÖZGÜNLÜĞÜ VE BOYUTLARININ MÜŞTERİ TUTUM VE SATIN ALMA DAVRANIŞI ÜZERİNDEKİ ETKİLERİ

Öz

Marka özgünlüğünün tüketici davranışlarını şekillendirmedeki gücünün artmasına rağmen, pazarlama yazınında bu konudaki araştırmalar oldukça azdır. Bu çalışma, markaların tüketicilerin gözündeki özgünlük derecelerinin ve boyutlarının markaya yönelik güven duygularına, müşteri memnuniyet seviyelerine, markayı tekrar satın almaya ve daha fazla para ödemeye yönelik davranışlarına olan etkilerini incelemeyi amaçlamıştır. Farklı özgünlük derecelerine sahip beş marka kullanılarak oluşturulan anketle toplam 405 tüketiciye ulaşılmış ve marka özgünlüğünün müşterilerin markaya karşı duyulan güveni ve memnuniyeti arttırarak sadakat geliştirmelerine ve markaya ait ürünler için daha yüksek fiyat ödemeyi kabul etmelerine yol açtığı bulunmuştur

Anahtar Kelimeler

• Marka Özgünlüğü, Marka Güveni, Müşteri Memnuniyeti, Satın Alma Eğilimi

THE EFFECTS OF BRAND AUTHENTICITY AND ITS DIMENSIONS ON CUSTOMER ATTITUDES AND BUYING BEHAVIOR

Öz

Despite the increasing importance of brand authenticity in shaping consumers’ buying behavior, there are still limited number of research on the topic. The aim of this study is to investigate the effects of brand authenticity and its dimensions on consumers’ trust in and satisfaction with brands, their future repurchase intentions and willingness to pay a premium. Five brands with varying degrees of consumer-based brand authenticity are used to obtain information on consumer attitudes and behavior and 405 usable questionnaires are collected. Results show that perceived authenticity affects customers' brand trust and satisfaction positively, helps to develop loyalty towards the brand, and motivates consumers to pay higher prices for these brands relative to their unauthentic counterparts

Anahtar Kelimeler

• Brand Authenticity,Brand Trust,Customer Satisfaction,Purchase Intention

Kaynakça

1. Aaker, J. ve Drolet, A. (1996). “To Thine Own Self Be True: The Meaning of “Sincerity” in Brands and Its Impact on Consumer Evalua- tions”, Advances in Consumer Research, 23, 392.
2. Alexander, N. (2009). “Brand Authentication: Creating and Maintaining Brand Auras”, European Journal of Marketing, 43(3/4), 551-562.
3. Arnould, E. J. ve Linda, L. P. (2000). “Authenticating Acts and Authoritative Performances: Questing for Self and Community”, Editörler: Rat- neshwar, S., Mick, D. G. ve Huffman, C., The Why of Consumption: Contemporary Perspectives on Consumer Motives, Goals and Desires, Psychology Press, 140-163.
4. Bagozzi, R. P. ve Yi, Y. (1988). “On the Evaluation of Structural Equation Mod- els”, Journal of the Academy of Marketing Science, 16(1), 74-95.
5. Ballantyne, R., Warren, A. ve Nobbs, K. (2006). “The Evolution of Brand Choice”, The Journal of Brand Management, 13(4-5), 339-352.
6. Beverland, M. (2005a). “Crafting Brand Authenticity: The Case of Luxury Wines”, Journal of Management Studies, 42(5), 1003-1029.
7. Beverland, M. (2005b). “Brand Management and the Challenge of Authenticity”, Journal of Product & Brand Management, 14(7). 460-461.
8. Beverland, M. (2006). “The ‘Real Thing’: Branding Authenticity in the Luxury Wine Trade”, Journal of Business Research, 59(2), 251-258.

9. Beverland, M., Lindgreen, A. ve Vink, M. W. (2008). “Projecting Authenticity through Advertising: Consumer Judgments of Advertisers’ Claims”, Journal of Advertising, 37(1), 5-15.
10. Brown, S., Kozinets, R. V. ve Sherry, J. F. (2003). “Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning”, Journal of Marketing, 67(3), 19-33.
11. Bruhn, M., Schoenmüller, V., Schäfer, D. ve Heinrich, D. (2012). “Brand Authen- ticity: Towards a Deeper Understanding of Its Conceptualization and Measurement”, Advances in Consumer Research, 40, 567-576.
12. Buil, I., Martinez, E. ve de Chernatony, L. (2013). “The Influence of Brand Equity on Consumer Responses”, Journal of Consumer Marketing, 30(1), 62-74.
13. Cappannelli, G. ve Cappannelli, S. C. (2004). Authenticity: Simple Strategies for Greater Meaning and Purpose at Work and at Home, Emmis Books.
14. Carbonaro, S. ve Votava, C. (2005). “Paths to a New Prosperity”, The Nordic Tex- tile Journal, The Textile Research Centre, University College of Borås, Sweden, 71-85.
15. Chalmers, T. D. (2007). “Advertising Authenticity: Resonating Replications of Real Life”, European Advances in Consumer Research, 8, 442-443.
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 Loy- alty”, Journal of Marketing, 65, 81-93.
17. Chhabra, D. (2010). “Branding Authenticity”, Tourism Analysis, 15(6), 735-740.
18. Chhabra, D., Healy, R. ve Sills, E. (2003). “Staged Authenticity and Heritage Tourism”, Annals of Tourism Research, 30(3), 702-719.
19. Delgado-BALLESTER, E. (2004). “Applicability of a Brand Trust Scale across Product Categories”, European Journal of Marketing, 38(5/6), 573–592.
20. Eggers, F., O’Dwyer, M., Kraus, S., Vallaster, C. ve Güldenberg, S. (2013). “The Impact of Brand Authenticity on Brand Trust and SME Growth: A CEO Perspective”, Journal of World Business, 48(3), 340-348.
21. Fine, G. A. (2003). “Crafting Authenticity: The Validation of Identity in Self- Taught Art”, Theory and Society, 32(2), 153-180.
22. Fornell, C. ve Larcker, D. F. (1981). “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error”, Journal of Mar- keting Research, 48, 39-50.
23. Fornell, C., Rust, R. T. ve Dekimpe, M. G. (2010). “The Effect of Customer Satis- faction on Consumer Spending Growth”, Journal of Marketing Research, 47(1), 28-35.
24. Gilmore, J. H. ve Pine, B. J. (2007). Authenticity: What Consumers Really Want, Harvard Business School Press, Boston.
25. Groves, A. M. (2001). “Authentic British Food Products: A Review of Consumer Perceptions”, International Journal of Consumer Studies, 25(3), 246-254.
26. Hair, J. F., Black, W.C., Babin, B. J., Anderson, R. E. ve Tatham, R. L. (2006). Mul- tivariate Data Analysis. Prentice Hall, New Jersey.
27. Hess, J. (1995). “Construction and Assessment of a Scale to Measure Consumer Trust”, AMA Educator’s Conference 6, Chicago, IL, 20-26.
28. Holt, D. B. (2002). “Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding”, Journal of Consumer Research, 29(1), 70-90.
29. Holt, D. B. (2004). How Brands Become Icons: The Principles of Cultural Brand- ing, Harvard Business Press, Boston.
30. Homburg, C., Koschate N. ve Hoyer, W. D. (2005). “Do Satisfied Customers Really Pay More? A Study of the Relationship between Customer Sat- isfaction and Willingness to Pay”, Journal of Marketing, 69(2), 84-96.
31. Kalayci, Ş. (2008). SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri, 3. Baskı, Asil Yayın Dağıtım, Ankara.
32. Kates, S. M. (2004). “The Dynamics of Brand Legitimacy: An Interpretive Study in the Gay Men’s Community”, Journal of Consumer Research, 31(2), 455- 464.
33. Kim, D. J., Ferrin, D. L. ve Rao, H. R. (2009). “Trust and Satisfaction, Two Step- ping Stones for Successful E-Commerce Relationships: A Longitudinal Exploration”, Information Systems Research, 20(2), 237–257.
34. Kozinets, R. V. (2002). “Can Consumers Escape The Market? Emancipatory Il- luminations From Burning Man”, Journal of Consumer Research, 29(1), 20-38.
35. Kurtuluş, K. (2010). Araştırma Yöntemleri, 1. Baskı, Türkmen Kitabevi, İstanbul.
36. Leigh, T. W., Peters, C. ve Shelton, J. (2006). “The Consumer Quest for Authen- ticity: The Multiplicity of Meanings within the MG Subculture of Con- sumption”, Journal of the Academy of Marketing Science, 34 (4), 481-493.
37. Lin, H. H. ve Wang, Y. S. (2006). “An Examination of the Determinants of Cus- tomer Loyalty in Mobile Commerce Contexts”, Information and Mana- gement, 43, 271–282.
38. Munoz, C. L., Wood, N. T. ve Solomon, M. R. (2006). “Real or Blarney? A Cross-Cultural Investigation of the Perceived Authenticity of Irish Pubs”, Journal of Consumer Behaviour, 5(3), 222-234.
39. Napoli, J., Dickinson, S. J., Beverland, M. B. ve Farrelly, F. (2014). “Measuring Consumer-Based Brand Authenticity”, Journal of Business Research, 67, 1090-1098.
40. Peñaloza, L. (2000). “The Commodification of the American West: Marketers’ Production of Cultural Meanings at the Trade Show”, Journal of Mar- keting, 64(4), 82-109.
41. Putrevu, S. ve Lord, K. R. (1994). “Comparative and Noncomparative Advertis- ing: Attitudinal Effects Under Cognitive and Affective Involvement Conditions”, Journal of Advertising, 23(2), 77–91.
42. Rose, R. L. ve Wood, S. L. (2005). “Paradox and the Consumption of Authentici- ty through Reality Television”, Journal of Consumer Research, 32(2), 284- 296.
43. Stern, B. (1996). “Clarifying the Construct: What Is Authenticity”, Advances in Consumer Research, 23, 392-393.
44. Thompson, C. J., A. Rindfleisch ve Z. Arsel (2006). “Emotional Branding and the Strategic Value of the Doppelgänger Brand Image”, Journal of Market- ing, 70(1), 50-64.