Araştırma Makalesi
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The Moderating Effect of Brand Love on the Relationshıp Between Brand Authenticity and Brand Loyalty

Yıl 2021, Cilt: 14 Sayı: 1, 83 - 112, 03.02.2021
https://doi.org/10.15659/ppad.14.2.254

Öz

Businesses that want to differentiate in the market to be valuable and preferable for consumers and gain competitive advantage try to create strong and valuable brands. This has made the concept of brand authenticity, which means being an original, unique, and reliable brand, important for businesses. This research aims to evaluate the interaction of brand authenticity, brand love, and brand loyalty concepts. Hierarchical regression analysis was applied to the data obtained from 387 participants with the convenience sampling method to measure correlation, regression, and moderating effect. In the study, brand authenticity has been discussed in four dimensions: continuity, originality, reliability, and naturalness. The effect of brand authenticity on brand loyalty and brand love; The effect of brand love on brand loyalty and the moderating role of brand love in the relationship of brand authenticity to brand loyalty were examined. In the findings obtained as a result of the analysis, it is seen that brand authenticity has a positive effect on brand love and brand loyalty. The hypothesis that brand love positively affects brand loyalty has also been accepted. It has been determined that brand love moderates the relationship between the continuity dimension and brand loyalty.

Kaynakça

  • Ahmed, M. A., Ahsan, A., ve Majeed, U. (2014). The Effect of Social Networking Based Brand Communities and Brand Love, on Brand Loyalty. SMART Journal of Business Management Studies, 10(2): 12-23.
  • Ahuvia, A. C. (1993). Market metaphors for meeting mates. 2-25.
  • Akbar, M. M., ve Wymer, W. (2017). Refining the Conceptualization of Brand Authenticity. Journal of Brand Management, 24(1): 14-32.
  • Akin, M. (2017). The Effects of Young Consumers Love for Smart Mobile Phone Brands on Brand Loyalty. International Review of Management and and Business Research, 6(1):362-370.
  • Alexander, N. (2009). Brand authentication: Creating and Maintaining Brand Auras. European Journal of Marketing, 43(3/4): 551-562.
  • Alnawas, I., ve Altarifi, S. (2016). Exploring the Role of Brand Identification and Brand Love in Generating Higher Levels of Brand Loyalty. Journal of Vacation Marketing, 22(2): 111-128.
  • Altunışık, R., Coşkun, R., Bayraktaroğlu, S. ve Yıldırım, E. (2012). Sosyal Bilimlerde Araştırma Yöntemleri. (7.Baskı). Adapazarı: Sakarya Yayıncılık
  • Anderson, J. C., ve Gerbing, D. W. (1988). Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach. Psychological Bulletin, 103(3): 411
  • Arslan, C. (2019). Love Mark Kavramının Marka Sadakatine Etkisinde Marka Deneyiminin Şartlı Değişken Etkisi. Yayımlanmamış Doktora Tezi, Marmara Üniversitesi, İstanbul.
  • Aşkın, N., ve İpek, İ. (2016). Marka Aşkının Marka Deneyimi ile Marka Sadakati Arasındaki İlişkiye Aracılık Etkisi. Ege Academic Review, 16(1): 79-94.
  • Aydın, H. (2017). Marka Güveni, Farkındalığı ve Benlik İmaj Uyumunun Marka Bağlılığına Etkisinde Marka Aşkının Aracılık Rolü. Ege Academic Review, 17(2): 281-294.
  • Azmi, A. C. ve Bee, N. L. (2010). The Acceptance of the e-filing System by Malaysian Taxpayers: A Simplified Model. Electronic Journal of e-Government, 8(1): 13-22.
  • Batra, R., Ahuvia, A., ve Bagozzi, R. P. (2012). Brand Love. Journal of Marketing, 76(2): 1-16.
  • Bergkvist, L., ve Bech-Larsen, T. (2010). Two Studies of Consequences and Actionable Antecedents of Brand Love. Journal of Brand Management, 17(7): 504-518.
  • Beverland, M. B. (2005). Crafting Brand Authenticity: The Case of Luxury Wines. Journal of Management Studies, 42(5), 1003-1029.
  • Beverland, M. (2009). Building Brand Authenticity: 7 Habits of Iconic Brands. Palgrave Macmillan.
  • Bıçakcıoğlu, N., İpek, İ., ve Bayraktaroğlu, G. (2018). Antecedents and Outcomes of Brand Love: The Mediating Role of Brand Loyalty. Journal of Marketing Communications, 24(8): 863-877.
  • Broadbent, S., Bridson, K., Ferkins, L., ve Rentschler, R. (2010, January). Brand Love, Brand Image and Loyalty in Australian Elite Sport. In Anzmac 2010: Doing more with less: Proceedings of the 2010 Australian and New Zealand Marketing Academy Conference. Anzmac.
  • Brown, S., Kozinets, R. V., ve SherryJr, J. F. (2003). Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning. Journal of Marketing, 67(3): 19-33.
  • Bruhn, M., Schoenmüller, V. Schafer, D. ve Heinrich, D. (2012). Brand Authenticity: Towards a Deeper Understanding of Its Conceptualization and Measurement. Advances in Consumer Research, 40: 567-576
  • Busser, J. A., ve 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.
  • Carroll, B. A., ve Ahuvia, A. C. (2006). Some Antecedents and Outcomes of Brand Love. Marketing Letters, 17(2): 79-89.
  • Demirel, E. Ü., ve Yıldız, E. (2015). Marka Özgünlüğünün Marka Tercihi, Müşteri Tatmini ve Marka Sadakati Üzerindeki Etkileri Bilgisayar Markaları Üzerine Bir Araştırma. Öneri Dergisi, 11(44): 83-100
  • Drennan, J., Bianchi, C., Cacho-Elizondo, S., Louriero, S., Guibert, N., ve Proud, W. (2015). Examining the Role of Wine Brand Love on Brand Loyalty: A Multi-Country Comparison. International Journal of Hospitality Management, 49: 47-55.
  • Durmaz, Y., ve Dağ, K. (2018). Marka Özgünlüğünün Marka Sadakati Üzerindeki Etkileri: Cep Telefonu Markaları Üzerine Bir Araştırma. Akademik Araştırmalar ve Çalışmalar Dergisi (AKAD), 10(19): 489-501.
  • 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 Ceoper Spective. Journal of World Business, 48(3): 340-348.
  • Erciş, A., Aykut, O. H., ve Yildiz, T. (2019). Benlik-Marka Bağının Marka Sadakati Üzerindeki Etkisinde Marka Aşkı ve Deneyiminin Aracılık Rolü. Press Academia Procedia, 9(1): 285-294.
  • Erdoğan, S. ve Yazıcıoğlu Y. (2007). SPSS Uygulаmаlı Bilimsel Arаştırmа Yöntemleri, Ankаrа: Detаy Yаyıncılık, 2. Bаskı, 2007, ss. 49-50.
  • Faiz, E., ve Usta, B. (2019). Marka İmajının Marka Aşkı ile Marka Sadakati Arasındaki İlişkide Aracılık Rolü. Düzce Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 9(1): 23-36.
  • Fine, G. A. (2003). Crafting Authenticity: The Validation of Identity in Self-Taught Art. The Oryand Society, 32: 153–80.
  • Fritz, K., Schoenmueller, V., ve Bruhn, M. (2017). Authenticity in Branding–Exploring Antecedents and Consequences of Brand Authenticity. European Journal of Marketing. 51(2): 324-348.
  • Gamze, K. Z. (2019). Kuşaklar Bağlamında Marka Aşkının Marka Sadakatine Etkisi: Afyonkarahisar'da Bir Araştırma. Yüksek Lisans Tezi, Afyon Kocatepe Üniversitesi Sosyal Bilimler Enstitüsü.
  • Gilmore, J., ve Pine, B. (2007). Authenticity: What Consumers Really Want. Boston, Massachusetts: Harvard Business School Press.
  • Hair J, Anderson RE, Tatham RL, Black WC.(1995). Multivariate Data Analysis. 4th ed. New Jersey: Prentice- Hall I
  • Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis (Vol. 6): Pearson Prentice Hall Upper Saddle River.
  • Halitoğulları, H. (2018). Marka Aşkı, Marka Sadakati ve Ağızdan Ağıza Pazarlana İlişkisi: THY Örneği. Yüksek Lisans Tezi, Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü.
  • Heinrich, D., Albrecht, C. M., ve Bauer, H. H. (2012). Love Actually? Measuring and Exploring Consumers' Brand Love. Consumer-Brand Relationships–Theory and Practice. London: Routledge, 137-150.
  • Huang, C. C. (2017). The Impacts of Brand Experiences on Brandloyalty: Mediators of Brandlove and Trust. Management Decision.
  • Hüsken, K., ve Henkel, S. (2016). What's Next in Brand Management? The Effect of Brand Authentıcıty on Brand Love. Tiziana Russo-Spena and Cristina Mele, 26th Annual RESER Conference, 1327-1335.
  • Jiang, K., Potwarka, L., ve Havitz, M. (2017). Sub-Dimensions of Destination Brand Love and Their Influences on Destination Brand Loyalty: A Study of First-Timers and Repeat Visitors. Travel and Tourism Research Association: Advancing Tourism Research Globally. TTRA International Conference,10.
  • Kalyoncuoğlu, S. (2017). Markaya Duyulan Güven ile Marka Sadakati İlişkisinde Marka Aşkının Aracılık Rolü: Starbucks Markası Üzerine Bir Araştırma. Journal of Tourism and Gastronomy Studies, 5(4): 383-402.
  • Karasar, N. (1994). Bilimsel Araştırma Yöntemleri, Ankara: 3A Araştırma Eğitim ve Danışmanlık, 5. Basım, 1994, s. 77.
  • Lee, K. H., ve Hyun, S. S. (2016). The Effects of Perceived Destinationability and Destination Brandlove on Tourists' Loyalty to Post-Disaster Tourism Destinations: Thecase of Koreantouriststo Japan. Journal of Travel &Tourism Marketing, 33(5): 613-627.
  • Loureiro, S. M. C., Ruediger, K. H., ve Demetris, V. (2012). Brand Emotional Connection and Loyalty. Journal of Brand Management, 20(1): 13-27.
  • Manthiou, A., Kang, J., Hyun, S. S., ve Fu, X. X. (2018). The Impact of Brand Authenticity on Building Brand Love: An Investigation of Impression in Memory and Lifestyle-Congruence. International Journal of Hospitality Management, 75: 38-47.
  • McDonald, R. P. ve Ho, M.-H.R., (2002). Principles and Practice in Reporting Statistical Equation Analyses. Psychological Methods. 7 (1): 64-82.
  • Mody, M., ve Hanks, L. (2020). Consumption Authenticity in the Accommodations Industry: The Keys to Brand Love and Brand Loyalty for Hotels and Air Bnb. Journal of Travel Research, 59(1): 173-189.
  • Morhart, F., Malär, L.,Guèvremont, A., Girardin, F., ve Grohmann, B. (2015). Brand Authenticity: An Integrative Framework and Measurement Scale. Journal of Consumer Psychology, 25(2): 200-218.
  • Napoli, J., Dickinson, S. J., Beverland, M. B., ve Farrelly, F. (2014). Measuring Consumer-Based Brand Authenticity. Journal of Business Research, 67(6): 1090-1098.
  • Niyomsart, S., ve Khamwon, A.(2015). Brand Love, Brand Loyalty, and Word of Mouth: A Case of Air Asia. Journal of Arts&Sciences' (IJAS) International Conference for Business and Economics, Rome, Italy, October, 19-22.
  • Özdemir, M., Koçak, A. (2012). İlişkisel Pazarlama Çerçevesinde Marka Sadakatinin Oluşumu ve Bir Model Önerisi. Ankara Üniversitesi Siyasal Bilgiler Fakültesi Dergisi, 67(2), 127-156.
  • Özyer, G. N. (2015). Marka Aşkının Marka Sadakati ve Ağızdan Ağıza Pazarlamaya Etkisi: Pilot bir araştırma. Yayımlanmamış Yüksek Lisans Tezi, Marmara Üniversitesi, İstanbul.
  • Pandir, B., ve Yasin, B. (2017). Brand Love and Customer Engagement's Role over Brand Loyalty. Journal of Management Marketing and Logistics, 4(4): 359-365.
  • Park, H. J. (2017). Impact of Brand Authenticity on Brand Attitude and Loyalty: The Mediating Role of Self-Brand Connection. Research Journal of Business Management, 11(2): 74-79.
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Marka Otantikliği ve Marka Sadakati Arasındaki İlişkide Marka Aşkının Düzenleyici Rolü

Yıl 2021, Cilt: 14 Sayı: 1, 83 - 112, 03.02.2021
https://doi.org/10.15659/ppad.14.2.254

Öz

Pazarda farklılaşma, tüketiciler için değerli ve tercih edilir olma ve rekabet avantajı kazanmak isteyen işletmeler güçlü ve değerli markalar yaratmaya çalışmaktadır. Bu da özgün, benzersiz ve güvenilir marka olmayı ifade eden marka otantikliği kavramını işletmeler için önemli hale getirmiştir. Bu araştırmanın amacı marka otantikliği, marka aşkı ve marka sadakati kavramlarının etkileşimini değerlendirmektir. Kolayda örnekleme yöntemiyle 387 katılımcıdan elde edilen verilere korelasyon, regresyon ve düzenleyici etkiyi ölçmek için hiyerarşik regresyon analizi uygulanmıştır. Çalışmada marka otantikliği süreklilik, orijinallik, güvenilirlik ve doğallık olmak üzere dört boyutuyla ele alınmıştır. Marka otantikliğinin marka sadakatine ve marka aşkına etkisi; marka aşkının marka sadakatine etkisi ve marka aşkının marka otantikliğinin marka sadakatine olan ilişkisindeki düzenleyici rolü incelenmiştir. Analizler sonucu elde edilen bulgularda marka otantikliğinin marka aşkına ve marka sadakatine olumlu yönde etkisi olduğu görülmektedir. Marka aşkının marka sadakatini olumlu yönde etkilemesine yönelik hipotez de kabul edilmiş, süreklilik boyutu ile marka sadakati arasındaki ilişkide marka aşkının düzenleyici bir etkisi olduğu saptanmıştır.

Kaynakça

  • Ahmed, M. A., Ahsan, A., ve Majeed, U. (2014). The Effect of Social Networking Based Brand Communities and Brand Love, on Brand Loyalty. SMART Journal of Business Management Studies, 10(2): 12-23.
  • Ahuvia, A. C. (1993). Market metaphors for meeting mates. 2-25.
  • Akbar, M. M., ve Wymer, W. (2017). Refining the Conceptualization of Brand Authenticity. Journal of Brand Management, 24(1): 14-32.
  • Akin, M. (2017). The Effects of Young Consumers Love for Smart Mobile Phone Brands on Brand Loyalty. International Review of Management and and Business Research, 6(1):362-370.
  • Alexander, N. (2009). Brand authentication: Creating and Maintaining Brand Auras. European Journal of Marketing, 43(3/4): 551-562.
  • Alnawas, I., ve Altarifi, S. (2016). Exploring the Role of Brand Identification and Brand Love in Generating Higher Levels of Brand Loyalty. Journal of Vacation Marketing, 22(2): 111-128.
  • Altunışık, R., Coşkun, R., Bayraktaroğlu, S. ve Yıldırım, E. (2012). Sosyal Bilimlerde Araştırma Yöntemleri. (7.Baskı). Adapazarı: Sakarya Yayıncılık
  • Anderson, J. C., ve Gerbing, D. W. (1988). Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach. Psychological Bulletin, 103(3): 411
  • Arslan, C. (2019). Love Mark Kavramının Marka Sadakatine Etkisinde Marka Deneyiminin Şartlı Değişken Etkisi. Yayımlanmamış Doktora Tezi, Marmara Üniversitesi, İstanbul.
  • Aşkın, N., ve İpek, İ. (2016). Marka Aşkının Marka Deneyimi ile Marka Sadakati Arasındaki İlişkiye Aracılık Etkisi. Ege Academic Review, 16(1): 79-94.
  • Aydın, H. (2017). Marka Güveni, Farkındalığı ve Benlik İmaj Uyumunun Marka Bağlılığına Etkisinde Marka Aşkının Aracılık Rolü. Ege Academic Review, 17(2): 281-294.
  • Azmi, A. C. ve Bee, N. L. (2010). The Acceptance of the e-filing System by Malaysian Taxpayers: A Simplified Model. Electronic Journal of e-Government, 8(1): 13-22.
  • Batra, R., Ahuvia, A., ve Bagozzi, R. P. (2012). Brand Love. Journal of Marketing, 76(2): 1-16.
  • Bergkvist, L., ve Bech-Larsen, T. (2010). Two Studies of Consequences and Actionable Antecedents of Brand Love. Journal of Brand Management, 17(7): 504-518.
  • Beverland, M. B. (2005). Crafting Brand Authenticity: The Case of Luxury Wines. Journal of Management Studies, 42(5), 1003-1029.
  • Beverland, M. (2009). Building Brand Authenticity: 7 Habits of Iconic Brands. Palgrave Macmillan.
  • Bıçakcıoğlu, N., İpek, İ., ve Bayraktaroğlu, G. (2018). Antecedents and Outcomes of Brand Love: The Mediating Role of Brand Loyalty. Journal of Marketing Communications, 24(8): 863-877.
  • Broadbent, S., Bridson, K., Ferkins, L., ve Rentschler, R. (2010, January). Brand Love, Brand Image and Loyalty in Australian Elite Sport. In Anzmac 2010: Doing more with less: Proceedings of the 2010 Australian and New Zealand Marketing Academy Conference. Anzmac.
  • Brown, S., Kozinets, R. V., ve SherryJr, J. F. (2003). Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning. Journal of Marketing, 67(3): 19-33.
  • Bruhn, M., Schoenmüller, V. Schafer, D. ve Heinrich, D. (2012). Brand Authenticity: Towards a Deeper Understanding of Its Conceptualization and Measurement. Advances in Consumer Research, 40: 567-576
  • Busser, J. A., ve 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.
  • Carroll, B. A., ve Ahuvia, A. C. (2006). Some Antecedents and Outcomes of Brand Love. Marketing Letters, 17(2): 79-89.
  • Demirel, E. Ü., ve Yıldız, E. (2015). Marka Özgünlüğünün Marka Tercihi, Müşteri Tatmini ve Marka Sadakati Üzerindeki Etkileri Bilgisayar Markaları Üzerine Bir Araştırma. Öneri Dergisi, 11(44): 83-100
  • Drennan, J., Bianchi, C., Cacho-Elizondo, S., Louriero, S., Guibert, N., ve Proud, W. (2015). Examining the Role of Wine Brand Love on Brand Loyalty: A Multi-Country Comparison. International Journal of Hospitality Management, 49: 47-55.
  • Durmaz, Y., ve Dağ, K. (2018). Marka Özgünlüğünün Marka Sadakati Üzerindeki Etkileri: Cep Telefonu Markaları Üzerine Bir Araştırma. Akademik Araştırmalar ve Çalışmalar Dergisi (AKAD), 10(19): 489-501.
  • 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 Ceoper Spective. Journal of World Business, 48(3): 340-348.
  • Erciş, A., Aykut, O. H., ve Yildiz, T. (2019). Benlik-Marka Bağının Marka Sadakati Üzerindeki Etkisinde Marka Aşkı ve Deneyiminin Aracılık Rolü. Press Academia Procedia, 9(1): 285-294.
  • Erdoğan, S. ve Yazıcıoğlu Y. (2007). SPSS Uygulаmаlı Bilimsel Arаştırmа Yöntemleri, Ankаrа: Detаy Yаyıncılık, 2. Bаskı, 2007, ss. 49-50.
  • Faiz, E., ve Usta, B. (2019). Marka İmajının Marka Aşkı ile Marka Sadakati Arasındaki İlişkide Aracılık Rolü. Düzce Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 9(1): 23-36.
  • Fine, G. A. (2003). Crafting Authenticity: The Validation of Identity in Self-Taught Art. The Oryand Society, 32: 153–80.
  • Fritz, K., Schoenmueller, V., ve Bruhn, M. (2017). Authenticity in Branding–Exploring Antecedents and Consequences of Brand Authenticity. European Journal of Marketing. 51(2): 324-348.
  • Gamze, K. Z. (2019). Kuşaklar Bağlamında Marka Aşkının Marka Sadakatine Etkisi: Afyonkarahisar'da Bir Araştırma. Yüksek Lisans Tezi, Afyon Kocatepe Üniversitesi Sosyal Bilimler Enstitüsü.
  • Gilmore, J., ve Pine, B. (2007). Authenticity: What Consumers Really Want. Boston, Massachusetts: Harvard Business School Press.
  • Hair J, Anderson RE, Tatham RL, Black WC.(1995). Multivariate Data Analysis. 4th ed. New Jersey: Prentice- Hall I
  • Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis (Vol. 6): Pearson Prentice Hall Upper Saddle River.
  • Halitoğulları, H. (2018). Marka Aşkı, Marka Sadakati ve Ağızdan Ağıza Pazarlana İlişkisi: THY Örneği. Yüksek Lisans Tezi, Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü.
  • Heinrich, D., Albrecht, C. M., ve Bauer, H. H. (2012). Love Actually? Measuring and Exploring Consumers' Brand Love. Consumer-Brand Relationships–Theory and Practice. London: Routledge, 137-150.
  • Huang, C. C. (2017). The Impacts of Brand Experiences on Brandloyalty: Mediators of Brandlove and Trust. Management Decision.
  • Hüsken, K., ve Henkel, S. (2016). What's Next in Brand Management? The Effect of Brand Authentıcıty on Brand Love. Tiziana Russo-Spena and Cristina Mele, 26th Annual RESER Conference, 1327-1335.
  • Jiang, K., Potwarka, L., ve Havitz, M. (2017). Sub-Dimensions of Destination Brand Love and Their Influences on Destination Brand Loyalty: A Study of First-Timers and Repeat Visitors. Travel and Tourism Research Association: Advancing Tourism Research Globally. TTRA International Conference,10.
  • Kalyoncuoğlu, S. (2017). Markaya Duyulan Güven ile Marka Sadakati İlişkisinde Marka Aşkının Aracılık Rolü: Starbucks Markası Üzerine Bir Araştırma. Journal of Tourism and Gastronomy Studies, 5(4): 383-402.
  • Karasar, N. (1994). Bilimsel Araştırma Yöntemleri, Ankara: 3A Araştırma Eğitim ve Danışmanlık, 5. Basım, 1994, s. 77.
  • Lee, K. H., ve Hyun, S. S. (2016). The Effects of Perceived Destinationability and Destination Brandlove on Tourists' Loyalty to Post-Disaster Tourism Destinations: Thecase of Koreantouriststo Japan. Journal of Travel &Tourism Marketing, 33(5): 613-627.
  • Loureiro, S. M. C., Ruediger, K. H., ve Demetris, V. (2012). Brand Emotional Connection and Loyalty. Journal of Brand Management, 20(1): 13-27.
  • Manthiou, A., Kang, J., Hyun, S. S., ve Fu, X. X. (2018). The Impact of Brand Authenticity on Building Brand Love: An Investigation of Impression in Memory and Lifestyle-Congruence. International Journal of Hospitality Management, 75: 38-47.
  • McDonald, R. P. ve Ho, M.-H.R., (2002). Principles and Practice in Reporting Statistical Equation Analyses. Psychological Methods. 7 (1): 64-82.
  • Mody, M., ve Hanks, L. (2020). Consumption Authenticity in the Accommodations Industry: The Keys to Brand Love and Brand Loyalty for Hotels and Air Bnb. Journal of Travel Research, 59(1): 173-189.
  • Morhart, F., Malär, L.,Guèvremont, A., Girardin, F., ve Grohmann, B. (2015). Brand Authenticity: An Integrative Framework and Measurement Scale. Journal of Consumer Psychology, 25(2): 200-218.
  • Napoli, J., Dickinson, S. J., Beverland, M. B., ve Farrelly, F. (2014). Measuring Consumer-Based Brand Authenticity. Journal of Business Research, 67(6): 1090-1098.
  • Niyomsart, S., ve Khamwon, A.(2015). Brand Love, Brand Loyalty, and Word of Mouth: A Case of Air Asia. Journal of Arts&Sciences' (IJAS) International Conference for Business and Economics, Rome, Italy, October, 19-22.
  • Özdemir, M., Koçak, A. (2012). İlişkisel Pazarlama Çerçevesinde Marka Sadakatinin Oluşumu ve Bir Model Önerisi. Ankara Üniversitesi Siyasal Bilgiler Fakültesi Dergisi, 67(2), 127-156.
  • Özyer, G. N. (2015). Marka Aşkının Marka Sadakati ve Ağızdan Ağıza Pazarlamaya Etkisi: Pilot bir araştırma. Yayımlanmamış Yüksek Lisans Tezi, Marmara Üniversitesi, İstanbul.
  • Pandir, B., ve Yasin, B. (2017). Brand Love and Customer Engagement's Role over Brand Loyalty. Journal of Management Marketing and Logistics, 4(4): 359-365.
  • Park, H. J. (2017). Impact of Brand Authenticity on Brand Attitude and Loyalty: The Mediating Role of Self-Brand Connection. Research Journal of Business Management, 11(2): 74-79.
  • Riivits-Arkonsuo, I., Kaljund, K., ve Leppiman, A. (2014). Consumer Journey from First Experience to Brand Evangelism. Research in Economics and Business: Central and Eastern Europe, 6(1).
  • Roy, S. K., Eshghi, A., ve 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. ACR North American Advances.
  • Sta, N., Abbassi, R., ve Elfidha, C. (2018). The Effect of Brand Love on Brand Performance: The Role of Brand Loyalty. Journal of Business and Management Research, 11: 314-324.
  • TDK, https://sozluk.gov.tr/tdk.gov.tr. (01.07.2020).
  • 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.
  • Uyar K. ve Somtaş Lekesizcan F. (2017), Markanın Benliği İfade Etmesi ve Sosyal Görünürlüğünün Marka Aşkı İle İlişkisi, Business & Management Studies: An International Journal,( BMIJ), (2017), 5(4): 154-171.
  • Ünal, S., ve Aydın, H. (2013). An investigation on the Evaluation of the Factors Affecting Brand Love. Procedia-Social and Behavioral Sciences, 92, 76-85.
  • Yadollahi, A. (2016). The Relationship Between Brand Love, Brand Loyalty and Word of Mouth Advertising Among Customers of Mehr-e Eqtesad Bank in Gorgan, Iran. Research Journal of Management Reviews, 2(5): 308-312.
  • Yang, Z., ve Kim, S. (2015). The Effect of Brand Authenticity Perceived by Customer on Brand Trust and Brand Loyalty Focusing on Network Franchise Dental Clinic's in Medical. Korea Journal of Hospital Management, 20(3): 1-12.
  • Yin, C. K., ve Shen, H. (2017). Assessing the Effects of Switching Costs on Perceived Values and Brand Loyalty: The Impact of Customers' Perceived Authenticity in Hotel Sector. International Journal of Business and Management, 12(1): 84-94.
Toplam 65 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Araştırma Makaleleri
Yazarlar

Aslıhan Yavuzalp Marangoz 0000-0002-5119-4330

Ahmet Özgür Aydın Bu kişi benim

Yayımlanma Tarihi 3 Şubat 2021
Gönderilme Tarihi 10 Ağustos 2020
Yayımlandığı Sayı Yıl 2021 Cilt: 14 Sayı: 1

Kaynak Göster

APA Yavuzalp Marangoz, A., & Aydın, A. Ö. (2021). Marka Otantikliği ve Marka Sadakati Arasındaki İlişkide Marka Aşkının Düzenleyici Rolü. Pazarlama Ve Pazarlama Araştırmaları Dergisi, 14(1), 83-112. https://doi.org/10.15659/ppad.14.2.254