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FİNANSAL HİZMETLERDE KURUMSAL MARKA İMAJI VE MARKA GÜVENİNİN BANKACILIK HİZMETİ ALMA EĞİLİMİNE ETKİSİ

Yıl 2019, Cilt: 12 Sayı: 24, 303 - 330, 01.12.2019

Öz

Bu çalışmanın amacı, bireysel bankacılık hizmetlerinde kurumsal marka imajı ve marka güveninin bir bankadan hizmet alma niyeti üzerindeki etkisini incelemektir. Müşterilerin bankaya varlık emanet ettikleri yatırım hesapları ile bankadan varlık ödünç aldıkları ihtiyaç kredisi arasında alınan hizmetin değerlendirilmesi sırasında tüketici hizmete farklı noktalardan baktığından, bankacılık ürünleri arasında karşılaştırma da yapılmıştır. Bu çalışmanın kavramsal modeli, Gerekçeli Eylem Teorisi’ne dayandırılmış ve davranışsal niyeti etkileyen değişkenlere marka güveni ve kurumsal marka imajı eklenerek model genişletilmiştir. Kantitatif araştırma yöntemi kapsamında yapılan regresyon analizlerinin sonucunda, kurumsal marka imajı ile marka güveni kavramlarının, tutum değişkeni aracılığı ile bankacılık ürünü satın alma niyetini pozitif yönde etkilediği görülmüştür. Kurumsal marka imajı, bankacılık ürünlerinin ana kategorileri olan bireysel kredi ürünleri, yatırım ürünleri, kartlar ve dağıtım kanallarını kullanma niyeti üzerinde önemli etkiye sahiptir. Araştırma sonucunda, Gerekçeli Eylem Teorisi, finansal hizmetler alanında marka güveni ve kurumsal marka imajı kavramları ile genişletilerek, finansal hizmetler alanında yapılacak çalışmalar için araştırmacılara bir model önerilmiştir

Kaynakça

  • Aaker, D. A. (1996). Measuring Brand Equity across Products and Markets. California Management Review, 38(3): 102-120.
  • Aaker, J. L. (1997). Dimensions of Brand Personality. Journal of Marketing Research, 34(3): 347-356.
  • Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50(2): 179-211.
  • Atılgan, K. Ö. (2014). Gerekçeli Eylem Teorisi. Kitap içinde Bölüm, M.İ. Yağcı ve S. Çabuk (Eds.), Pazarlama Teorileri, 297-310. MediaCat, İstanbul.
  • Avcılar, M. Y. (2008). Tüketici Temelli Marka Değerinin Ölçümü. Ç.Ü. Sosyal Bilimler Dergisi, 17(1): 11-30.
  • Bagozzi, R. (1992). The Self Regulation of Attitudes, Intentions and Behavior. Social Psychology Quarterly. 55(2): 178-204.
  • Bagozzi, R.P., Wong, N., Abe, S. ve Bergami, M. (2000). Cultural and Situational Contingencies and the Theory of Reasoned Action: Application to Fast Food Restaurant Consumption. Journal of Consumer Psychology, 9(2): 97- 106.
  • Bravo, R., Montaner, T. ve Pina, J. M. (2010). Corporate Brand Image in Retail Banking: Development and Validation of a Scale. The Service Industries Journal, 30(8): 1199-1218.
  • Casalo, L. V., Flavian, C. ve Guinaliu, M. (2007). The Influence of Satisfaction, Perceived Reputation and Trust on a Consumer’s Commitment to a Website. Journal of Marketing Communications, 13(1): 1–17.
  • Chan, C. ve Chan, A. (2011). Attitude toward Wealth Management Services: Implications for International Banks in China. International Journal of Bank Marketing, 29(4): 272-292.
  • Chan, K., Prendergast, G. ve Ng, Y.L. (2016). Using an Extended Theory of Planned Behavior to Predict Adolescents’ Intention to Engage in Healthy Eating. Journal of International Consumer Marketing, 28(1): 16-27.
  • 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.
  • Delgado-Ballester, E. ve Munuera-Aleman, J.L. (2001). Brand Trust in the Context of Consumer Loyalty. European Journal of Marketing, 35 (11/12): 1238-1258.
  • Delgado-Ballester, E. ve Munuera-Aleman, J.L. (2005). Does Brand Trust Matter to Brand Equity? The Journal of Product & Brand Management, 14 (3): 187-196.
  • Deutsch, M. (1960). The Effect of Motivational Orientation upon Trust and Suspicion. Human Relations, 13: 123-139.
  • Dobni, D. ve Zinkhan, G.M. (1990). In Search of Brand Image: A Foundation Analysis. Advances in Consumer Research, 17: 110-119.
  • Doğan, M., Şen, R. ve Yılmaz, V. (2015). Internet Bankacılığına İlişkin Davranışların Planlanmış Davranış Teorisi ve Teknoloji Kabul Modeli Kullanılarak Önerilen Bir Yapısal Eşitlik Modeliyle İncelenmesi. Uşak Üniversitesi Sosyal Bilimler Dergisi, 8(2): 1-22.
  • Doll, J. ve Ajzen, I. (1992). Accessibility and Stability of Predictors in the Theory of Planned Behavior. Journal of Personality and Social Psychology, 63(5): 754-765.
  • 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.
  • Ekorn, S. ve Khan, S. (2014). Through the Eye of the Customer: A Study of How Corporate Brand Image Impact Customer Loyalty and Customer Satisfaction in the Travel Industry. Yüksek Lisans Tezi, Uppsala University.
  • Farquhar, P. H. (1989). Managing Brand Equity. Marketing Research, 1 (September): 24-33.
  • Fishbein, M. ve Ajzen, I. (1975). Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley.
  • Groeneveld, R.A. ve Meeden, G. (1984). Measuring Skewness and Kurtosis. Journal of the Royal Statistical Society, 33(4): 391-399.
  • Hayes, A.F. (2013). Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-Based Approach. New York: Guilford Press.
  • Hem, L. E. ve Iversen, N. M. (2003). Transfer of Brand Equity in Brand Extensions: The Importance of Brand Loyalty. Advances in Consumer Research, 30(1): 72-79.
  • Hess, J. ve Story J. (2005). Trust-Based Commitment: Multidimensional Consumer-Brand Relationships. Journal of Consumer Marketing, 22(6): 313-322.
  • Kaur, G. ve Gupta, S. (2012). Consumers’ Behavioral Intentions Toward Self- Service Technology in the Emerging Markets. Journal of Global Marketing, 25(5): 241-261.
  • Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer- Based Brand Equity. Journal of Marketing, 57(1): 1-22.
  • Lassar, W., Mittal, B. ve Sharma, A. (1995). Measuring Customer-Based Brand Equity, Journal of Consumer Marketing, 12(4): 11-19.
  • Liang, C. ve Wang, W. (2007). An Insight into the Impact of a Retailer’s Relationship Efforts on Customers’ Attitudes and Behavioral Intentions. International Journal of Bank Marketing, 25(5): 336-366.
  • Liebermann, Y. (1999), Membership Clubs as a Tool For Enhancing Buyers’ Patronage. Journal of Business Research, 45(3): 291-297.
  • Matzler, K., Grabner-Kräuter, S. ve Bidmon, S. (2008). Risk Aversion and Brand Loyalty: The Mediating Role of Brand Trust and Brand Affect. Journal of Product & Brand Management, 17(3): 154-162.
  • Moorman, C., Zaltman, G. ve Deshpande, R. (1992). Relationships between Providers and Users of Market Research: The Dynamics of Trust within and between Organizations. Journal of Marketing Research, 29(3): 314- 328.
  • Morgan, R. M. ve Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(3): 20-38.
  • Nasri, W. ve Charfeddine, L. (2012). Factors Affecting the Adoption of Internet Banking in Tunisia: An Integration Theory of Acceptance Model and Theory of Planned Behavior. Journal of High Technology Management Research, 23(1): 1-14.
  • Netemeyer, R.G., Craig Andrews J. ve Durvasula, S. (1993). A Comparison of Three Behavioral Intention Models: The Case of Valentine’s Day Gift- Giving. Advances in Consumer Research, 20: 135-141.
  • Nunnally, J.C. ve Bernstein, I.H. (1994). Psychometric Theory. McGraw-Hill: New York.
  • Rambocas, M., Kirpalani, V.M. ve Simms, E. (2018). Brand Equity and Customer Behavioral Intentions: A Mediated Moderated Model. International Journal of Bank Marketing, 36(1): 19-40.
  • Richard, J. E. ve Zhang, A. (2012). Corporate Image, Loyalty and Commitment in the Consumer Travel Industry, Journal of Marketing Management, 28(5- 6): 586-593.
  • Rotter, J. B. (1967). A New Scale for the Measurement of Interpersonal Trust. Journal of Personality, 35(4), 615-665.
  • Samuelsen, B. M. ve Olsen, L. E. (2010). Promising Attributes and Experiences; Attitudinal Responses to Functional Versus Experiential Ad Claims and the Moderating Role of Involvement. Journal of Advertising, 39(2): 65-78.
  • Shapiro, S. P. (1987). The Social Control of Impersonal Trust. American Journal of Sociology, 93(3): 623-658.
  • Shih, Y.Y. ve Fang, K. (2004). The Use of a Decomposed Theory of Planned Behavior to Study Internet Banking in Taiwan. Internet Research, 14(3): 213–223.
  • Sichtmann, C. (2007). An Analysis of Antecedents and Consequences of Trust in a Corporate Brand. European Journal of Marketing, 41 (9/10): 999-1015.
  • Sirgy, M. J. (1982). Self-Concept in Consumer Behavior: A Critical Review. Journal of Consumer Research, 9(3): 287-300.
  • Turan, A.H. (2011). Internet Alışverişi Tüketici Davranışını Belirleyen Etmenler: Planlı Davranış Teorisi (TPB) ile Ampirik Bir Test. Doğuş Üniversitesi Dergisi, 12(1): 128-143.
  • Vahdati, H. ve Mousavi Nejad, S. H. (2016). Brand Personality toward Customer Purchase Intention: The Intermediate Role of Electronic Word-of-Mouth and Brand Equity. Asian Academy of Management Journal, 21(2): 1–26.
  • Zand, D. E. (1972). Trust and Managerial Problem Solving. Administrative Science Quarterly, 17(2): 229-239.

CORPORATE BRAND IMAGE AND BRAND TRUST IN FINANCIAL SERVICES

Yıl 2019, Cilt: 12 Sayı: 24, 303 - 330, 01.12.2019

Öz

The aim of this study is to investigate the effects of corporate brand image and brand trust on the intention to purchase retail banking products. Since consumers may evaluate consumer loans in which they borrow from the bank and wealth management products such as deposit accounts in which they put their money in the bank from different perspectives, the intention to use different banking products are compared as well. The conceptual model of the study is based on the Theory of Reasoned Action and the model is expanded by including brand trust and corporate brand image constructs. The results of the regression analyses show that corporate brand image and brand trust have positive effect on purchase intention through attitude. Corporate brand image has a positive influence on consumer loans, investment products, credit cards, and distribution channels which are the main categories of banking products. Theory of Reasoned Action is extended by adding brand trust and corporate brand image and a conceptual model is proposed for future studies that will be conducted in financial services

Kaynakça

  • Aaker, D. A. (1996). Measuring Brand Equity across Products and Markets. California Management Review, 38(3): 102-120.
  • Aaker, J. L. (1997). Dimensions of Brand Personality. Journal of Marketing Research, 34(3): 347-356.
  • Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50(2): 179-211.
  • Atılgan, K. Ö. (2014). Gerekçeli Eylem Teorisi. Kitap içinde Bölüm, M.İ. Yağcı ve S. Çabuk (Eds.), Pazarlama Teorileri, 297-310. MediaCat, İstanbul.
  • Avcılar, M. Y. (2008). Tüketici Temelli Marka Değerinin Ölçümü. Ç.Ü. Sosyal Bilimler Dergisi, 17(1): 11-30.
  • Bagozzi, R. (1992). The Self Regulation of Attitudes, Intentions and Behavior. Social Psychology Quarterly. 55(2): 178-204.
  • Bagozzi, R.P., Wong, N., Abe, S. ve Bergami, M. (2000). Cultural and Situational Contingencies and the Theory of Reasoned Action: Application to Fast Food Restaurant Consumption. Journal of Consumer Psychology, 9(2): 97- 106.
  • Bravo, R., Montaner, T. ve Pina, J. M. (2010). Corporate Brand Image in Retail Banking: Development and Validation of a Scale. The Service Industries Journal, 30(8): 1199-1218.
  • Casalo, L. V., Flavian, C. ve Guinaliu, M. (2007). The Influence of Satisfaction, Perceived Reputation and Trust on a Consumer’s Commitment to a Website. Journal of Marketing Communications, 13(1): 1–17.
  • Chan, C. ve Chan, A. (2011). Attitude toward Wealth Management Services: Implications for International Banks in China. International Journal of Bank Marketing, 29(4): 272-292.
  • Chan, K., Prendergast, G. ve Ng, Y.L. (2016). Using an Extended Theory of Planned Behavior to Predict Adolescents’ Intention to Engage in Healthy Eating. Journal of International Consumer Marketing, 28(1): 16-27.
  • 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.
  • Delgado-Ballester, E. ve Munuera-Aleman, J.L. (2001). Brand Trust in the Context of Consumer Loyalty. European Journal of Marketing, 35 (11/12): 1238-1258.
  • Delgado-Ballester, E. ve Munuera-Aleman, J.L. (2005). Does Brand Trust Matter to Brand Equity? The Journal of Product & Brand Management, 14 (3): 187-196.
  • Deutsch, M. (1960). The Effect of Motivational Orientation upon Trust and Suspicion. Human Relations, 13: 123-139.
  • Dobni, D. ve Zinkhan, G.M. (1990). In Search of Brand Image: A Foundation Analysis. Advances in Consumer Research, 17: 110-119.
  • Doğan, M., Şen, R. ve Yılmaz, V. (2015). Internet Bankacılığına İlişkin Davranışların Planlanmış Davranış Teorisi ve Teknoloji Kabul Modeli Kullanılarak Önerilen Bir Yapısal Eşitlik Modeliyle İncelenmesi. Uşak Üniversitesi Sosyal Bilimler Dergisi, 8(2): 1-22.
  • Doll, J. ve Ajzen, I. (1992). Accessibility and Stability of Predictors in the Theory of Planned Behavior. Journal of Personality and Social Psychology, 63(5): 754-765.
  • 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.
  • Ekorn, S. ve Khan, S. (2014). Through the Eye of the Customer: A Study of How Corporate Brand Image Impact Customer Loyalty and Customer Satisfaction in the Travel Industry. Yüksek Lisans Tezi, Uppsala University.
  • Farquhar, P. H. (1989). Managing Brand Equity. Marketing Research, 1 (September): 24-33.
  • Fishbein, M. ve Ajzen, I. (1975). Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley.
  • Groeneveld, R.A. ve Meeden, G. (1984). Measuring Skewness and Kurtosis. Journal of the Royal Statistical Society, 33(4): 391-399.
  • Hayes, A.F. (2013). Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-Based Approach. New York: Guilford Press.
  • Hem, L. E. ve Iversen, N. M. (2003). Transfer of Brand Equity in Brand Extensions: The Importance of Brand Loyalty. Advances in Consumer Research, 30(1): 72-79.
  • Hess, J. ve Story J. (2005). Trust-Based Commitment: Multidimensional Consumer-Brand Relationships. Journal of Consumer Marketing, 22(6): 313-322.
  • Kaur, G. ve Gupta, S. (2012). Consumers’ Behavioral Intentions Toward Self- Service Technology in the Emerging Markets. Journal of Global Marketing, 25(5): 241-261.
  • Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer- Based Brand Equity. Journal of Marketing, 57(1): 1-22.
  • Lassar, W., Mittal, B. ve Sharma, A. (1995). Measuring Customer-Based Brand Equity, Journal of Consumer Marketing, 12(4): 11-19.
  • Liang, C. ve Wang, W. (2007). An Insight into the Impact of a Retailer’s Relationship Efforts on Customers’ Attitudes and Behavioral Intentions. International Journal of Bank Marketing, 25(5): 336-366.
  • Liebermann, Y. (1999), Membership Clubs as a Tool For Enhancing Buyers’ Patronage. Journal of Business Research, 45(3): 291-297.
  • Matzler, K., Grabner-Kräuter, S. ve Bidmon, S. (2008). Risk Aversion and Brand Loyalty: The Mediating Role of Brand Trust and Brand Affect. Journal of Product & Brand Management, 17(3): 154-162.
  • Moorman, C., Zaltman, G. ve Deshpande, R. (1992). Relationships between Providers and Users of Market Research: The Dynamics of Trust within and between Organizations. Journal of Marketing Research, 29(3): 314- 328.
  • Morgan, R. M. ve Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(3): 20-38.
  • Nasri, W. ve Charfeddine, L. (2012). Factors Affecting the Adoption of Internet Banking in Tunisia: An Integration Theory of Acceptance Model and Theory of Planned Behavior. Journal of High Technology Management Research, 23(1): 1-14.
  • Netemeyer, R.G., Craig Andrews J. ve Durvasula, S. (1993). A Comparison of Three Behavioral Intention Models: The Case of Valentine’s Day Gift- Giving. Advances in Consumer Research, 20: 135-141.
  • Nunnally, J.C. ve Bernstein, I.H. (1994). Psychometric Theory. McGraw-Hill: New York.
  • Rambocas, M., Kirpalani, V.M. ve Simms, E. (2018). Brand Equity and Customer Behavioral Intentions: A Mediated Moderated Model. International Journal of Bank Marketing, 36(1): 19-40.
  • Richard, J. E. ve Zhang, A. (2012). Corporate Image, Loyalty and Commitment in the Consumer Travel Industry, Journal of Marketing Management, 28(5- 6): 586-593.
  • Rotter, J. B. (1967). A New Scale for the Measurement of Interpersonal Trust. Journal of Personality, 35(4), 615-665.
  • Samuelsen, B. M. ve Olsen, L. E. (2010). Promising Attributes and Experiences; Attitudinal Responses to Functional Versus Experiential Ad Claims and the Moderating Role of Involvement. Journal of Advertising, 39(2): 65-78.
  • Shapiro, S. P. (1987). The Social Control of Impersonal Trust. American Journal of Sociology, 93(3): 623-658.
  • Shih, Y.Y. ve Fang, K. (2004). The Use of a Decomposed Theory of Planned Behavior to Study Internet Banking in Taiwan. Internet Research, 14(3): 213–223.
  • Sichtmann, C. (2007). An Analysis of Antecedents and Consequences of Trust in a Corporate Brand. European Journal of Marketing, 41 (9/10): 999-1015.
  • Sirgy, M. J. (1982). Self-Concept in Consumer Behavior: A Critical Review. Journal of Consumer Research, 9(3): 287-300.
  • Turan, A.H. (2011). Internet Alışverişi Tüketici Davranışını Belirleyen Etmenler: Planlı Davranış Teorisi (TPB) ile Ampirik Bir Test. Doğuş Üniversitesi Dergisi, 12(1): 128-143.
  • Vahdati, H. ve Mousavi Nejad, S. H. (2016). Brand Personality toward Customer Purchase Intention: The Intermediate Role of Electronic Word-of-Mouth and Brand Equity. Asian Academy of Management Journal, 21(2): 1–26.
  • Zand, D. E. (1972). Trust and Managerial Problem Solving. Administrative Science Quarterly, 17(2): 229-239.
Toplam 48 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Research Article
Yazarlar

Selime Sezgin Bu kişi benim

Petek Tosun Bu kişi benim

Elif Börekçi Bu kişi benim

Yayımlanma Tarihi 1 Aralık 2019
Yayımlandığı Sayı Yıl 2019 Cilt: 12 Sayı: 24

Kaynak Göster

APA Sezgin, S., Tosun, P., & Börekçi, E. (2019). FİNANSAL HİZMETLERDE KURUMSAL MARKA İMAJI VE MARKA GÜVENİNİN BANKACILIK HİZMETİ ALMA EĞİLİMİNE ETKİSİ. Pazarlama Ve Pazarlama Araştırmaları Dergisi, 12(24), 303-330.