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PERCEIVED ETHICALITY OF COSMETICS BRANDS AS A DETERMINANT OF AFFECTIVE COMMITMENT, CONSUMERBRAND IDENTIFICATION AND REPUTATION

Yıl 2022, Cilt 15, Sayı 2, 452 - 480, 30.05.2022

Öz

With regard to the emerging concerns about brand ethicality, the relationships between consumer self-concepts based on brand identity and their impressions of the brand need to be better understood. This study analyzes the mediating roles of affective commitment and consumer-brand identification in the relationship between perceived brand ethicality and consumer-based corporate reputation of cosmetics brands among young women. In addition, brands are divided into two groups depending on their price strategies in order to analyze whether there is a significant difference in terms of these effects, cosmetics. The questionnaire was electronically conducted to 271 participants reached by purposive, convenient and snowball sampling methods. The snowball sampling method was especially preferred to reach well-educated young women with similar moral standing on cosmetics brands. As assumed, the direct impact of perceived brand ethicality on corporate reputation is found even if the brands are differently positioned in the market. In addition, the mediating role of affective commitment in the relationship between perceived brand ethicality and consumer-brand identification is observed and this role differs depending on the brands’ identities and their price strategies.

Kaynakça

  • Ajitha, S. ve Sivakumar, V. J. (2017). Understanding the effect of personal and social value on attitude and usage behavior of luxury cosmetic brands. Journal of Retailing and Consumer Services, 39, 103-113.
  • Alexander, R.D. (1987). The Biologv of Moral Systems. New York: Aldine De Gruyter.
  • Allen, N. J. ve Meyer, J. P. (1990). Organizational socialization tactics: A longitudinal analysis of links to newcomers' commitment and role orientation. Academy of Management Journal, 33(4), 847-858.
  • Alwi, S. F. S., Ali, S. M., ve Nguyen, B. (2017). The importance of ethics in branding: mediating effects of ethical branding on company reputation and brand loyalty. Business Ethics Quarterly, 27(3), 393-422.
  • Balmer, J. M. T. (2011). Corporate marketing myopia and the inexorable rise of a corporate marketing logic: Perspectives from identity-based views of the firm. European Journal of Marketing, 45, 1329–1352.
  • Balmer, J. M. T., ve Greyser, S. A. (2006). Corporate marketing: Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation. European Journal of Marketing, 40, 730–741.
  • Barclay, P. 2015. Reputation”. in The Handbook of Evolutionary Psychology, 1-19. American Cancer Society.
  • Barclay, P., ve Willer, R. (2007). Partner choice creates competitive altruism in humans. Proceedings of the Royal Society B: Biological Sciences, 274(1610), 749-753.
  • Bartikowski, B., ve Walsh, G. (2011). Investigating mediators between corporate reputation and customer citizenship behaviors. Journal of Business Research, 64(1), 39-44.
  • Bartikowski, B., Walsh, G., ve Beatty, S. E. (2011). Culture and age as moderators in the corporate reputation and loyalty relationship. Journal of Business Research, 64(9), 966-972.
  • Bhattacharya, C. B., ve Sen, S. (2003). Consumer–company identification: A framework for understanding consumers’ relationships with companies. Journal of Marketing, 67(2), 76-88.
  • Bendixen, M., ve Abratt, R. (2007). Corporate identity, ethics and reputation in supplier–buyer relationships. Journal of Business Ethics, 76(1), 69-82.
  • Bergami, M., ve Bagozzi, R. P. (2000). Self‐categorization, affective commitment and group self‐esteem as distinct aspects of social identity in the organization. British Journal of Social Psychology, 39(4), 555-577.
  • Bettencourt, L. A. (1997). Customer voluntary performance: Customers as partners in service delivery. Journal of Retailing, 73(3), 383.
  • Bhattacharya, C. B., ve Sen, S. (2003). Consumer–company identification: A framework for understanding consumers’ relationships with companies. Journal of Marketing, 67(2), 76-88.
  • Bromley, D. B. (2002). An examination of issues that complicate the concept of reputation in business studies. International Studies of Management & Organization, 32(3), 65-81.
  • Brunk, K. H. (2010a). Exploring origins of ethical company/brand perceptions—A consumer perspective of corporate ethics. Journal of Business Research, 63(3), 255-262.
  • Brunk, K. H. (2010b). Consumer perceived ethicality: an impression formation perspective. In European Marketing Association Conference (EMAC), 1-4. Copenhagen.
  • Brunk, K. H. (2012). Un/ethical company and brand perceptions: Conceptualising and operationalising consumer meanings. Journal of Business Ethics, 111(4), 551–-565.
  • Carlson, B. D., Suter, T. A., ve Brown, T. J. (2008). Social versus psychological brand community: The role of psychological sense of brand community. Journal of Business Research, 61(4), 284-291.
  • Carrigan, M., ve Attalla, A. (2001). The myth of the ethical consumer–do ethics matter in purchase behaviour?. Journal of Consumer Marketing, 18(7), 560–577.
  • Chun, R. (2016). What holds ethical consumers to a cosmetics brand: The Body Shop case. Business & Society, 55(4), 528-549.
  • Cohen, J. (1988). Statistical Power Analysis for The Behavioral Sciences. Hillsdale: Lawrence Erlbaum Associates. (2. Edition)
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  • Cretu, A. E., ve Brodie, R. J. (2007). The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective. Industrial Marketing Management, 36(2), 230-240.
  • Currás‐Pérez, R., Dolz‐Dolz, C., Miquel‐Romero, M. J., ve Sánchez‐García, I. (2018). How social, environmental, and economic CSR affects consumer‐perceived value: Does perceived consumer effectiveness make a difference?. Corporate Social Responsibility and Environmental Management, 25(5), 733-747. DeConinck, J. B., ve Lewis, W. F. (1997). The influence of deontological and teleological considerations and ethical climate on sales managers' intentions to reward or punish sales force behavior. Journal of Business Ethics, 16(5), 497-506.
  • Deephouse, D. L. (2000). Media reputation as a strategic resource: An integration of mass communication and resource-based theories. Journal of Management, 26(6), 1091-1112.
  • Del Rio, A. B., Vazquez, R., ve Iglesias, V. (2001). The effects of brand associations on consumer response. Journal of Consumer Marketing, 18(5), 410-425.
  • D’enbeau, S. (2011). Sex, Feminism, and Advertising: The Politics of Advertising Feminism in a Competitive Marketplace. Journal of Communication Inquiry, 35 (1), 53–69.
  • Doğan, D. (2018). SmartPLS ile Veri Analizi. Charleston SC: CreateSpace.
  • Du, S., Battacharya, C. B., ve Sen, S. (2007). Reaping relational rewards from corporate social responsibility: The role of competitive positioning. International Journal of Research in Marketing, 24, 224–241.
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  • Enderle, G., ve Tavis, L. A. (1998). A balanced concept of the firm and the measurement of its long-term planning and performance. Journal of Business Ethics, 17(11), 1129-1144.
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  • Fan, Y. (2005). Ethical branding and corporate reputation. Corporate Communication, 10(4), 341‐50.
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DUYGUSAL BAĞLILIĞIN, TÜKETİCİ MARKA KİMLİKLENDİRMESİNİN VE KURUMSAL İTİBARIN BELİRLEYİCİSİ OLARAK KOZMETİK MARKALARIN ALGILANAN ETİĞİ

Yıl 2022, Cilt 15, Sayı 2, 452 - 480, 30.05.2022

Öz

Marka etiği konusunda gelişen yeni kaygılara bağlı olarak, marka kimliğine dayalı tüketici benlik kavramları ile markaya yönelik izlenimleri arasındaki ilişkilerin daha iyi anlaşılması gerekmektedir. Bu çalışma, genç kadınlar kapsamında kozmetik markaların algılanan marka etiği ile tüketici odaklı kurumsal itibarı arasındaki ilişkide duygusal bağlılığın ve tüketici marka kimliklendirmesinin aracılık rollerini analiz etmektedir. Ayrıca çalışma kapsamında kozmetik markalar, bu etkiler açısından önemli bir fark olup olmadığını analiz etmek amacıyla 4P stratejilerine bağlı olarak iki gruba ayrılmıştır. Amaçlı, kolayda ve kartopu örnekleme yöntemleriyle ulaşılan 271 katılımcıya anket formu elektronik olarak uygulanmıştır. Kartopu örnekleme yöntemi, kozmetik markaları hakkında benzer ahlaki duruşlara sahip iyi eğitimli genç kadınlara ulaşmak için özellikle tercih edilmiştir. Varsayıldığı gibi, markalar pazarda farklı konumlandırılmış olsalar bile, algılanan marka etiğinin kurumsal itibarı doğrudan etkilediği tespit edilmiştir. Ayrıca, duygusal bağlılığın algılanan marka etiği ile tüketici marka kimliklendirmesi arasındaki ilişkide aracılık etkisinin olduğu, bu etkinin de marka kimliğine ve fiyat stratejilerine bağlı olarak değiştiği gözlemlenmiştir.

Kaynakça

  • Ajitha, S. ve Sivakumar, V. J. (2017). Understanding the effect of personal and social value on attitude and usage behavior of luxury cosmetic brands. Journal of Retailing and Consumer Services, 39, 103-113.
  • Alexander, R.D. (1987). The Biologv of Moral Systems. New York: Aldine De Gruyter.
  • Allen, N. J. ve Meyer, J. P. (1990). Organizational socialization tactics: A longitudinal analysis of links to newcomers' commitment and role orientation. Academy of Management Journal, 33(4), 847-858.
  • Alwi, S. F. S., Ali, S. M., ve Nguyen, B. (2017). The importance of ethics in branding: mediating effects of ethical branding on company reputation and brand loyalty. Business Ethics Quarterly, 27(3), 393-422.
  • Balmer, J. M. T. (2011). Corporate marketing myopia and the inexorable rise of a corporate marketing logic: Perspectives from identity-based views of the firm. European Journal of Marketing, 45, 1329–1352.
  • Balmer, J. M. T., ve Greyser, S. A. (2006). Corporate marketing: Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation. European Journal of Marketing, 40, 730–741.
  • Barclay, P. 2015. Reputation”. in The Handbook of Evolutionary Psychology, 1-19. American Cancer Society.
  • Barclay, P., ve Willer, R. (2007). Partner choice creates competitive altruism in humans. Proceedings of the Royal Society B: Biological Sciences, 274(1610), 749-753.
  • Bartikowski, B., ve Walsh, G. (2011). Investigating mediators between corporate reputation and customer citizenship behaviors. Journal of Business Research, 64(1), 39-44.
  • Bartikowski, B., Walsh, G., ve Beatty, S. E. (2011). Culture and age as moderators in the corporate reputation and loyalty relationship. Journal of Business Research, 64(9), 966-972.
  • Bhattacharya, C. B., ve Sen, S. (2003). Consumer–company identification: A framework for understanding consumers’ relationships with companies. Journal of Marketing, 67(2), 76-88.
  • Bendixen, M., ve Abratt, R. (2007). Corporate identity, ethics and reputation in supplier–buyer relationships. Journal of Business Ethics, 76(1), 69-82.
  • Bergami, M., ve Bagozzi, R. P. (2000). Self‐categorization, affective commitment and group self‐esteem as distinct aspects of social identity in the organization. British Journal of Social Psychology, 39(4), 555-577.
  • Bettencourt, L. A. (1997). Customer voluntary performance: Customers as partners in service delivery. Journal of Retailing, 73(3), 383.
  • Bhattacharya, C. B., ve Sen, S. (2003). Consumer–company identification: A framework for understanding consumers’ relationships with companies. Journal of Marketing, 67(2), 76-88.
  • Bromley, D. B. (2002). An examination of issues that complicate the concept of reputation in business studies. International Studies of Management & Organization, 32(3), 65-81.
  • Brunk, K. H. (2010a). Exploring origins of ethical company/brand perceptions—A consumer perspective of corporate ethics. Journal of Business Research, 63(3), 255-262.
  • Brunk, K. H. (2010b). Consumer perceived ethicality: an impression formation perspective. In European Marketing Association Conference (EMAC), 1-4. Copenhagen.
  • Brunk, K. H. (2012). Un/ethical company and brand perceptions: Conceptualising and operationalising consumer meanings. Journal of Business Ethics, 111(4), 551–-565.
  • Carlson, B. D., Suter, T. A., ve Brown, T. J. (2008). Social versus psychological brand community: The role of psychological sense of brand community. Journal of Business Research, 61(4), 284-291.
  • Carrigan, M., ve Attalla, A. (2001). The myth of the ethical consumer–do ethics matter in purchase behaviour?. Journal of Consumer Marketing, 18(7), 560–577.
  • Chun, R. (2016). What holds ethical consumers to a cosmetics brand: The Body Shop case. Business & Society, 55(4), 528-549.
  • Cohen, J. (1988). Statistical Power Analysis for The Behavioral Sciences. Hillsdale: Lawrence Erlbaum Associates. (2. Edition)
  • Cosmides L., ve Tooby J. (1989). Evolutionary psychology and the generation of culture: Part II. A computational theory of social Exchange. Ethology and Sociobiology, 10, 51-97
  • Cretu, A. E., ve Brodie, R. J. (2007). The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective. Industrial Marketing Management, 36(2), 230-240.
  • Currás‐Pérez, R., Dolz‐Dolz, C., Miquel‐Romero, M. J., ve Sánchez‐García, I. (2018). How social, environmental, and economic CSR affects consumer‐perceived value: Does perceived consumer effectiveness make a difference?. Corporate Social Responsibility and Environmental Management, 25(5), 733-747. DeConinck, J. B., ve Lewis, W. F. (1997). The influence of deontological and teleological considerations and ethical climate on sales managers' intentions to reward or punish sales force behavior. Journal of Business Ethics, 16(5), 497-506.
  • Deephouse, D. L. (2000). Media reputation as a strategic resource: An integration of mass communication and resource-based theories. Journal of Management, 26(6), 1091-1112.
  • Del Rio, A. B., Vazquez, R., ve Iglesias, V. (2001). The effects of brand associations on consumer response. Journal of Consumer Marketing, 18(5), 410-425.
  • D’enbeau, S. (2011). Sex, Feminism, and Advertising: The Politics of Advertising Feminism in a Competitive Marketplace. Journal of Communication Inquiry, 35 (1), 53–69.
  • Doğan, D. (2018). SmartPLS ile Veri Analizi. Charleston SC: CreateSpace.
  • Du, S., Battacharya, C. B., ve Sen, S. (2007). Reaping relational rewards from corporate social responsibility: The role of competitive positioning. International Journal of Research in Marketing, 24, 224–241.
  • Dwyer, F. R., Schurr, P. H., ve Oh, S. (1987). Developing buyer-seller relationships. Journal of Marketing, 51(2), 11-27.
  • Edelman Trust Barometer (2020), “2020 Edelman Trust Barometer”, available at: https://www.edelman.com/trustbarometer (13 May 2020).
  • Ellemers, N., Kortekaas, P., ve Ouwerkerk, J. W. (1999). Self-categorisation, commitment to the group and group self-esteem as related but distinct aspects of social identity. European Journal of Social Psychology, 29, 371-389.
  • Enderle, G., ve Tavis, L. A. (1998). A balanced concept of the firm and the measurement of its long-term planning and performance. Journal of Business Ethics, 17(11), 1129-1144.
  • Erciş, A., Ünal, S., Candan, F. B., ve Yıldırım, H. (2012). The effect of brand satisfaction, trust and brand commitment on loyalty and repurchase intentions. Procedia-Social and Behavioral Sciences, 58, 1395-1404.
  • Fan, Y. (2005). Ethical branding and corporate reputation. Corporate Communication, 10(4), 341‐50.
  • Ferrell, O. C., Harrison, D. E., Ferrell, L., ve Hair, J. F. (2019). Business ethics, corporate social responsibility, and brand attitudes: An exploratory study. Journal of Business Research, 95, 491-501.
  • Fincher, L. H. (2016). Leftover Ladies: The Resurgence of Gender Inequality in China. London: Zed Books.
  • Fombrun, C. (1996). Reputation: Realizing Value from the Corporate Image. Boston: Harvard Business School Press.
  • Fombrun, C. J., Gardberg, N. A., ve Sever, J. M. (2000). The Reputation Quotient SM: A multi-stakeholder measure of corporate reputation. Journal of Brand Management, 7(4), 241-255.
  • Fombrun, C., ve Shanley, M. (1990). What's in a name? Reputation building and corporate strategy. Academy of Management Journal, 33(2), 233-258.
  • Fornell, C., ve Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
  • Fullerton, G. (2003). When does commitment lead to loyalty?. Journal of Service Research, 5(4), 333-344.
  • Galinsky, A. D., ve Moskowitz, G. B. (2000). Perspective-taking: decreasing stereotype expression, stereotype accessibility, and in-group favoritism. Journal of Personality and Social Psychology, 78(4), 708.
  • Garbarino, E., ve Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, 63(2), 70-87.
  • Graham, J. A., ve Kligman, A. M. (1985). Physical attractiveness, cosmetic use and self‐perception in the elderly. International Journal of Cosmetic Science, 7(2), 85-97.
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Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Araştırma Makaleleri
Yazarlar

Çağla Pınar UTKUTUĞ Bu kişi benim (Sorumlu Yazar)
ANKARA HACI BAYRAM VELİ ÜNİVERSİTESİ
0000-0002-4147-9519
Türkiye

Yayımlanma Tarihi 30 Mayıs 2022
Başvuru Tarihi 25 Ocak 2022
Kabul Tarihi 17 Nisan 2022
Yayınlandığı Sayı Yıl 2022, Cilt 15, Sayı 2

Kaynak Göster

APA Utkutuğ, Ç. P. (2022). DUYGUSAL BAĞLILIĞIN, TÜKETİCİ MARKA KİMLİKLENDİRMESİNİN VE KURUMSAL İTİBARIN BELİRLEYİCİSİ OLARAK KOZMETİK MARKALARIN ALGILANAN ETİĞİ . Pazarlama ve Pazarlama Araştırmaları Dergisi , 15 (2) , 452-480 . Retrieved from https://dergipark.org.tr/tr/pub/ppad/issue/70072/1123797