Araştırma Makalesi
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ÇEVRİMİÇİ YİYECEK-İÇECEK PLATFORMLARINDA KİŞİSEL VE KURUMSAL GÜVENİN MARKA TUTUMU VE SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİ: MARKA CİNSİYETİ ÖZELLİKLERİNİN DÜZENLEYİCİ ROLÜ

Yıl 2022, Cilt: 15 Sayı: 3, 835 - 866, 30.09.2022

Öz

Bu çalışma kişisel ve kurumsal güvenin marka tutumu ve satın alma niyeti üzerindeki etkisini belirlemeyi ve aynı zamanda kavramsal modeldeki ilişkilerde marka cinsiyeti özelliklerinin düzenleyici etkisini araştırmayı amaçlamaktadır. Bu empirik çalışma önerilen model ile yürütülmüştür. Model İstanbul’da yaşayan ve çevrimiçi yiyecek içecek markalarından ve platformlarından alışveriş yapanlar arasından 460 kişi üzerinde uygulanan anketlerle test edilmiştir. Araştırma hipotezlerini test etmek için regresyon analizleri yapılmıştır. Çalışma bulguları, kişisel ve kurumsal güvenin marka tutumu ve satın alma niyeti üzerindeki etkisini ve marka tutumunun satın alma niyeti üzerindeki etkisini ortaya çıkarmıştır. Ayrıca, araştırma modelindeki ilişkilerde erillik ve dişillik marka cinsiyeti özelliklerinin düzenleyici rolü ortaya konulmuştur. Bu çalışmaya özgünlük kazandıran, değişkenler arasındaki ilişkilerde marka cinsiyeti özelliklerinin düzenleyici etkisi olmuştur.

Kaynakça

  • Aaker, J. (1997). “Dimensions of brand personality”, Journal of Marketing Research, 34(3), 347–356.
  • Aaker, J., Vohs, K. D., & Mogilner, C. (2010). Nonprofits are seen as warm and for-profits as competent: Firm stereotypes matter. Journal of Consumer Research, 37(2), 224-237.
  • Agustin, C., ve Singh, J. (2005). Curvilinear effects of consumer loyalty determinants in relational exchanges. Journal of Marketing Research, 42(1), 96–108.
  • Ajzen (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50, 179–211.
  • Ajzen, I. (2002). Perceived behavioral control, self‐efficacy, locus of control, and the theory of planned behavior 1. Journal of applied social psychology, 32(4), 665-683.
  • Ajzen, ve Fishbein (1977). Attitude-behavior relations: A theoretical analysis and review of empirical research. Psychological Bulletin, 84, 818–918.
  • Alreck, P. L., Settle, R. B., ve Belch, M. A. (1982). Who responds to" gendered" ads, and how? Masculine brands versus feminine brands. Journal of Advertising Research, 22(2), 25–32.
  • Altuna, O. K., ve Konuk, F. A. (2009). Understanding consumer attitudes toward mobile advertising and its impact on consumers' behavioral intentions: A cross-market comparison of United States and Turkish consumers. International Journal of Mobile Marketing, 4(2), 43-51.
  • Anderson, J. C., ve Narus, J. A. (1990). A model of distributor firm and manufacturer firm working partnerships. Journal of marketing, 54(1), 42-58.
  • Avery, J. (2012). “Defending the markers of masculinity: Consumer resistance to brand gender bending”, International Journal of Research in Marketing, 29(4), 322-336.
  • Azar, S. L. (2015). “Toward an understanding of brand sexual associations”, Journal of Product and Brand Management, 24(1), 43–56.
  • Azar, S. L., Aimé, I., ve Ulrich, I. (2018). “Brand gender-bending: The impact of an endorsed brand strategy on consumers’ evaluation of gendered mixed-target brands”, European Journal of Marketing, 52(7/8), 1598–1624.
  • Barnes, S. J., ve Scornavacca, E. (2004). Mobile marketing: the role of permission and acceptance. International Journal of mobile communications, 2(2), 128-139.
  • Barney, J. B., ve Hansen, M. H. (1994). Trustworthiness as a source of competitive advantage. Strategic Management Journal, 15(S1), 175–190.
  • Barrett, L. F., ve Bliss-Moreau, E. (2009). She’s emotional. He’s having a bad day: Attributional explanations for emotion stereotypes. Emotion, 9(5), 649-658.
  • Batra, R., Lehmann, D. R., ve Singh, D. (1993), The brand personality component of brand goodwill: some antecedents and consequences, In Asker, David A & Biel Alexander L.(Eds.), Brand equity and advertising, Hillsdale, NJ: Law-rence Erlbaum Associates.
  • Bauer, H. H., Reichardt, T., Barnes, S. J., ve Neumann, M. M. (2005). Driving consumer acceptance of mobile marketing: A theoretical framework and empirical study. Journal of electronic commerce research, 6(3), 181-192.
  • Blackwell, R. D., Miniard, P. W., ve Engel, J. F. (2001). Consumer behavior 9th. South-Western Thomas Learning. Mason, OH. USA: South-Western Thomson Learning.
  • Boerman, S. C., Van Reijmersdal, E. A., ve Neijens, P. C. (2014). Effects of sponsorship disclosure timing on the processing of sponsored content: A study on the effectiveness of European disclosure regulations. Psychology & Marketing, 31(3), 214-224.
  • Boeuf, B. (2020). Boys do not cry: the negative effects of brand masculinity on brand emotions. Marketing Letters, 31(2), 247-264.
  • Bradach, J. L., ve Eccles, R. G. (1989). Price, authority, and trust: From ideal types to plural forms. Annual Review of Sociology, 97–118.
  • Cases, A. S., Fournier, C., Dubois, P. L., ve Tanner Jr, J. F. (2010). Web Site spill over to email campaigns: The role of privacy, trust and shoppers' attitudes. Journal of Business Research, 63(9-10), 993-999.
  • Carnevale, M., Luna, D., ve Lerman, D. (2017). “Brand linguistics: A theory-driven framework for the study of language in branding”, International Journal of Research in Marketing, 34(2), 572-591.
  • Chang, T., ve Wildt, A. R. (1994). Price, product information, and purchase intention: An empirical study. Journal of the Academy of Marketing Science, 22(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.
  • Creyer, E. H. (1997). The influence of firm behavior on purchase intention: Do consumers really care about business ethics? Journal of Consumer Marketing, 14(6), 421–432.
  • 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.
  • Freling, T. H., ve Forbes, L. P. (2005). “An examination of brand personality through methodological triangulation”, Journal of brand management, 13(2), 148-162.
  • Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships. Journal of marketing, 58(2), 1-19.
  • Godin, S. (1999). Permission marketing: Turning strangers into friends and friends into customers. New York, USA: Simon and Schuster.
  • Grabner-Kräuter, S., ve Kaluscha, E. A. (2003). Empirical research in on-line trust: a review and critical assessment. International journal of human-computer studies, 58(6), 783-812.
  • Grayson, K., Johnson, D., ve Chen, D. F. R. (2008). Is firm trust essential in a trusted environment? How trust in the business context influences customers. Journal of Marketing Research, 45(2), 241-256.
  • Grohmann, B. (2009). “Gender dimensions of brand personality”, Journal of Marketing Research, 46, 105–119.
  • Guevremont, A., ve Grohmann, B. (2015). “Consonants in brand names influence brand gender perceptions”, European Journal of Marketing, 49(1/2), 101-122.
  • Gulati, R. (1995). Does familiarity breed trust? The implications of repeated ties for contractual choice in alliances. Academy of management journal, 38(1), 85-112.
  • Gunawan, D. D., ve Huarng, K. H. (2015). Viral effects of social network and media on consumers’ purchase intention. Journal of Business Research, 68(11), 2237-2241.
  • Hess, A. C., ve Melnyk, V. (2016). Pink or blue? The impact of gender cues on brand perceptions. European Journal of Marketing. 50(9/10), 1550-1574. Jain, S. P., ve Posavac, S. S. (2004). Valenced comparisons. Journal of marketing Research, 41(1), 46-58.
  • Jayawardhena, C., Kuckertz, A., Karjaluoto, H., ve Kautonen, T. (2009). Antecedents to permission based mobile marketing: an initial examination. European journal of marketing. 43(3/4), 473-499.
  • Jun, J. W., ve Lee, S. (2007). Mobile media use and its impact on consumer attitudes toward mobile advertising. International journal of mobile marketing, 2(1), 50-58.
  • Kautonen, T., Karjaluoto, H., Jayawardhena, C., ve Kuckertz, A. (2007). Permission‐based mobile marketing and sources of trust in selected European markets. Journal of Systems and Information Technology. 9(2), 104-123.
  • Kautonen, T., ve Kohtamäki, M. (2006). Endogenous and exogenous determinants of trust in inter-firm relations: a conceptual analysis based on institutional economics. Finnish Journal of Business Economics, 55(3), 277-295.
  • Keller (1993). Conceptualizing, measuring, managing customer-based brand equity. Journal of Marketing, 57, 1–21.
  • Klink, R. R. (2000). “Creating brand names with meaning: The use of sound symbolism”, Marketing letters, 11(1), 5-20.
  • Kotler, P., ve Armstrong, G. (2001). Principles of marketing (9th ed.). Upper Saddle River, NJ: Prentice Hall.
  • Kramer, R. M., Brewer, M. B., ve Hanna, B. A. (1996). Collective trust and collective action. Trust in organizations: Frontiers of theory and research. Thousand Oaks, CA: Sage Publications. 357-389.
  • Krishnamurthy, S. (2001). A comprehensive analysis of permission marketing. Journal of Computer Mediated Communication, 6(2), 1-19.
  • Li, F., ve Miniard, P. W. (2006). On the potential for advertising to facilitate trust in the advertised brand. Journal of Advertising, 35(4), 101-112.
  • Lieven, T., Grohmann, B., Herrmann, A., Landwehr, J. R., ve Van Tilburg, M. (2015). The effect of brand design on brand gender perceptions and brand preference. European Journal of Marketing, 49(1/2), 146-169.
  • Lieven, T., ve Hildebrand, C. (2016). The impact of brand gender on brand equity: Findings from a large scale cross-cultural study in ten countries. International Marketing Review, 33(2), 178-195.
  • Luhmann, N. (1979). Trust and power (H. Davis, J. Raffan, & K. Rooney, Trans.). UK: John Wiley and Sons.
  • Machado, J. C., Vacas-de-Carvalho, L., Azar, S. L., André, A. R., ve dos Santos, B. P. (2019). “Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love”, Journal of Business Research, 96, 376-385.
  • Mayer, R. C., Davis, J. H., ve Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of management review, 20(3), 709-734.
  • McDaniel, C., Lamb, C. W., ve Hair, J. F. (2006). Introduction to marketing (8th ed.). Mason, Ohio: Thomson South-Western.
  • McCracken, G. (1993). The Value of the Brand: An Anthropological Perspective in Brand Equity and Advertising. Hillsdale, NJ: Lawrence Erlbaum Associates.
  • McKnight, D. H., Cummings, L. L., ve Chervany, N. L. (1998). Initial trust formation in new organizational relationships. Academy of Management review, 23(3), 473-490.
  • McKnight, D. H., ve Chervany, N. L. (2001). What trust means in e-commerce customer relationships: An interdisciplinary conceptual typology. International journal of electronic commerce, 6(2), 35-59.
  • Moorman, C., Deshpande, R., ve Zaltman, G. (1993). Factors affecting trust in market research relationships. Journal of marketing, 57(1), 81-101.
  • 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.
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THE EFFECT OF PERSONAL AND INSTITUTIONAL TRUST ON BRAND ATTITUDE AND PURCHASE INTENTION IN ONLINE FOOD AND BEVERAGE PLATFORMS: THE MODERATING ROLES OF BRAND GENDER CHARACTERISTICS

Yıl 2022, Cilt: 15 Sayı: 3, 835 - 866, 30.09.2022

Öz

The present study aims not only to determine the impact of personal and institutional trust on brand attitude and purchase intention, but also to investigate the moderator effect of brand gender characteristics on conceptual model relationships. This empirical study was conducted with a proposed model. The model was tested with surveys applied to a sample of 460 online food and beverage shoppers in Istanbul, Turkey. Regression analyses were conducted to test the research hypotheses. The study findings elicited the impact of personal and institutional trust on brand attitude and purchase intention, and the impact of brand attitude on purchase intention. Furthermore, the moderator role of femininity and masculinity brand gender personality traits on study correlations were verified. The present study underlined the brand gender characteristics as moderator factors in model correlations.

Kaynakça

  • Aaker, J. (1997). “Dimensions of brand personality”, Journal of Marketing Research, 34(3), 347–356.
  • Aaker, J., Vohs, K. D., & Mogilner, C. (2010). Nonprofits are seen as warm and for-profits as competent: Firm stereotypes matter. Journal of Consumer Research, 37(2), 224-237.
  • Agustin, C., ve Singh, J. (2005). Curvilinear effects of consumer loyalty determinants in relational exchanges. Journal of Marketing Research, 42(1), 96–108.
  • Ajzen (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50, 179–211.
  • Ajzen, I. (2002). Perceived behavioral control, self‐efficacy, locus of control, and the theory of planned behavior 1. Journal of applied social psychology, 32(4), 665-683.
  • Ajzen, ve Fishbein (1977). Attitude-behavior relations: A theoretical analysis and review of empirical research. Psychological Bulletin, 84, 818–918.
  • Alreck, P. L., Settle, R. B., ve Belch, M. A. (1982). Who responds to" gendered" ads, and how? Masculine brands versus feminine brands. Journal of Advertising Research, 22(2), 25–32.
  • Altuna, O. K., ve Konuk, F. A. (2009). Understanding consumer attitudes toward mobile advertising and its impact on consumers' behavioral intentions: A cross-market comparison of United States and Turkish consumers. International Journal of Mobile Marketing, 4(2), 43-51.
  • Anderson, J. C., ve Narus, J. A. (1990). A model of distributor firm and manufacturer firm working partnerships. Journal of marketing, 54(1), 42-58.
  • Avery, J. (2012). “Defending the markers of masculinity: Consumer resistance to brand gender bending”, International Journal of Research in Marketing, 29(4), 322-336.
  • Azar, S. L. (2015). “Toward an understanding of brand sexual associations”, Journal of Product and Brand Management, 24(1), 43–56.
  • Azar, S. L., Aimé, I., ve Ulrich, I. (2018). “Brand gender-bending: The impact of an endorsed brand strategy on consumers’ evaluation of gendered mixed-target brands”, European Journal of Marketing, 52(7/8), 1598–1624.
  • Barnes, S. J., ve Scornavacca, E. (2004). Mobile marketing: the role of permission and acceptance. International Journal of mobile communications, 2(2), 128-139.
  • Barney, J. B., ve Hansen, M. H. (1994). Trustworthiness as a source of competitive advantage. Strategic Management Journal, 15(S1), 175–190.
  • Barrett, L. F., ve Bliss-Moreau, E. (2009). She’s emotional. He’s having a bad day: Attributional explanations for emotion stereotypes. Emotion, 9(5), 649-658.
  • Batra, R., Lehmann, D. R., ve Singh, D. (1993), The brand personality component of brand goodwill: some antecedents and consequences, In Asker, David A & Biel Alexander L.(Eds.), Brand equity and advertising, Hillsdale, NJ: Law-rence Erlbaum Associates.
  • Bauer, H. H., Reichardt, T., Barnes, S. J., ve Neumann, M. M. (2005). Driving consumer acceptance of mobile marketing: A theoretical framework and empirical study. Journal of electronic commerce research, 6(3), 181-192.
  • Blackwell, R. D., Miniard, P. W., ve Engel, J. F. (2001). Consumer behavior 9th. South-Western Thomas Learning. Mason, OH. USA: South-Western Thomson Learning.
  • Boerman, S. C., Van Reijmersdal, E. A., ve Neijens, P. C. (2014). Effects of sponsorship disclosure timing on the processing of sponsored content: A study on the effectiveness of European disclosure regulations. Psychology & Marketing, 31(3), 214-224.
  • Boeuf, B. (2020). Boys do not cry: the negative effects of brand masculinity on brand emotions. Marketing Letters, 31(2), 247-264.
  • Bradach, J. L., ve Eccles, R. G. (1989). Price, authority, and trust: From ideal types to plural forms. Annual Review of Sociology, 97–118.
  • Cases, A. S., Fournier, C., Dubois, P. L., ve Tanner Jr, J. F. (2010). Web Site spill over to email campaigns: The role of privacy, trust and shoppers' attitudes. Journal of Business Research, 63(9-10), 993-999.
  • Carnevale, M., Luna, D., ve Lerman, D. (2017). “Brand linguistics: A theory-driven framework for the study of language in branding”, International Journal of Research in Marketing, 34(2), 572-591.
  • Chang, T., ve Wildt, A. R. (1994). Price, product information, and purchase intention: An empirical study. Journal of the Academy of Marketing Science, 22(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.
  • Creyer, E. H. (1997). The influence of firm behavior on purchase intention: Do consumers really care about business ethics? Journal of Consumer Marketing, 14(6), 421–432.
  • 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.
  • Freling, T. H., ve Forbes, L. P. (2005). “An examination of brand personality through methodological triangulation”, Journal of brand management, 13(2), 148-162.
  • Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships. Journal of marketing, 58(2), 1-19.
  • Godin, S. (1999). Permission marketing: Turning strangers into friends and friends into customers. New York, USA: Simon and Schuster.
  • Grabner-Kräuter, S., ve Kaluscha, E. A. (2003). Empirical research in on-line trust: a review and critical assessment. International journal of human-computer studies, 58(6), 783-812.
  • Grayson, K., Johnson, D., ve Chen, D. F. R. (2008). Is firm trust essential in a trusted environment? How trust in the business context influences customers. Journal of Marketing Research, 45(2), 241-256.
  • Grohmann, B. (2009). “Gender dimensions of brand personality”, Journal of Marketing Research, 46, 105–119.
  • Guevremont, A., ve Grohmann, B. (2015). “Consonants in brand names influence brand gender perceptions”, European Journal of Marketing, 49(1/2), 101-122.
  • Gulati, R. (1995). Does familiarity breed trust? The implications of repeated ties for contractual choice in alliances. Academy of management journal, 38(1), 85-112.
  • Gunawan, D. D., ve Huarng, K. H. (2015). Viral effects of social network and media on consumers’ purchase intention. Journal of Business Research, 68(11), 2237-2241.
  • Hess, A. C., ve Melnyk, V. (2016). Pink or blue? The impact of gender cues on brand perceptions. European Journal of Marketing. 50(9/10), 1550-1574. Jain, S. P., ve Posavac, S. S. (2004). Valenced comparisons. Journal of marketing Research, 41(1), 46-58.
  • Jayawardhena, C., Kuckertz, A., Karjaluoto, H., ve Kautonen, T. (2009). Antecedents to permission based mobile marketing: an initial examination. European journal of marketing. 43(3/4), 473-499.
  • Jun, J. W., ve Lee, S. (2007). Mobile media use and its impact on consumer attitudes toward mobile advertising. International journal of mobile marketing, 2(1), 50-58.
  • Kautonen, T., Karjaluoto, H., Jayawardhena, C., ve Kuckertz, A. (2007). Permission‐based mobile marketing and sources of trust in selected European markets. Journal of Systems and Information Technology. 9(2), 104-123.
  • Kautonen, T., ve Kohtamäki, M. (2006). Endogenous and exogenous determinants of trust in inter-firm relations: a conceptual analysis based on institutional economics. Finnish Journal of Business Economics, 55(3), 277-295.
  • Keller (1993). Conceptualizing, measuring, managing customer-based brand equity. Journal of Marketing, 57, 1–21.
  • Klink, R. R. (2000). “Creating brand names with meaning: The use of sound symbolism”, Marketing letters, 11(1), 5-20.
  • Kotler, P., ve Armstrong, G. (2001). Principles of marketing (9th ed.). Upper Saddle River, NJ: Prentice Hall.
  • Kramer, R. M., Brewer, M. B., ve Hanna, B. A. (1996). Collective trust and collective action. Trust in organizations: Frontiers of theory and research. Thousand Oaks, CA: Sage Publications. 357-389.
  • Krishnamurthy, S. (2001). A comprehensive analysis of permission marketing. Journal of Computer Mediated Communication, 6(2), 1-19.
  • Li, F., ve Miniard, P. W. (2006). On the potential for advertising to facilitate trust in the advertised brand. Journal of Advertising, 35(4), 101-112.
  • Lieven, T., Grohmann, B., Herrmann, A., Landwehr, J. R., ve Van Tilburg, M. (2015). The effect of brand design on brand gender perceptions and brand preference. European Journal of Marketing, 49(1/2), 146-169.
  • Lieven, T., ve Hildebrand, C. (2016). The impact of brand gender on brand equity: Findings from a large scale cross-cultural study in ten countries. International Marketing Review, 33(2), 178-195.
  • Luhmann, N. (1979). Trust and power (H. Davis, J. Raffan, & K. Rooney, Trans.). UK: John Wiley and Sons.
  • Machado, J. C., Vacas-de-Carvalho, L., Azar, S. L., André, A. R., ve dos Santos, B. P. (2019). “Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love”, Journal of Business Research, 96, 376-385.
  • Mayer, R. C., Davis, J. H., ve Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of management review, 20(3), 709-734.
  • McDaniel, C., Lamb, C. W., ve Hair, J. F. (2006). Introduction to marketing (8th ed.). Mason, Ohio: Thomson South-Western.
  • McCracken, G. (1993). The Value of the Brand: An Anthropological Perspective in Brand Equity and Advertising. Hillsdale, NJ: Lawrence Erlbaum Associates.
  • McKnight, D. H., Cummings, L. L., ve Chervany, N. L. (1998). Initial trust formation in new organizational relationships. Academy of Management review, 23(3), 473-490.
  • McKnight, D. H., ve Chervany, N. L. (2001). What trust means in e-commerce customer relationships: An interdisciplinary conceptual typology. International journal of electronic commerce, 6(2), 35-59.
  • Moorman, C., Deshpande, R., ve Zaltman, G. (1993). Factors affecting trust in market research relationships. Journal of marketing, 57(1), 81-101.
  • 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.
  • Najmi, M., Atefi, Y., ve Mirbagheri, S. (2012). Attitude toward brand: An integrative look at mediators and moderators. Academy of Marketing Studies Journal, 16(1), 111.
  • North, D. C. (1990). Institutions, Institutional Change and Economic Performance, (Cambridge University Press: Cambridge).
  • Othman, B. A. (2013). The influence of technology acceptance model on behavioral intention to use Internet banking system (Doctoral dissertation, Universiti Teknologi Malaysia).
  • Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International journal of electronic commerce, 7(3), 101-134.
  • Ramaseshan, B., ve Stein, A. (2014). “Connecting the dots between brand experience and brand loyalty: The mediating role of brand personality and brand relationships”, Journal of Brand Management, 21(7), 664-683.
  • Rindova, V. P., Williamson, I. O., Petkova, A. P., ve Sever, J. M. (2005). Being good or being known: An empirical examination of the dimensions, antecedents, and consequences of organizational reputation. Academy of Management Journal, 48(6), 1033–1049.
  • Roy, P., Khandeparkar, K., ve Motiani, M. (2016). “A lovable personality: The effect of brand personality on brand love”, Journal of Brand Management, 23(5), 97-113.
  • Schivinski, B., ve Dabrowski, D. (2016). The effect of social media communication on consumer perceptions of brands. Journal of Marketing Communications, 22(2), 189–214.
  • Sztompka, P. (1999). Trust: A sociological theory. Cambridge university press.
  • Thompson, D. V., ve Malaviya, P. (2013). Consumer-generated ads: Does awareness of advertising co creation help or hurt persuasion?. Journal of Marketing, 77(3), 33-47.
  • Urban, G. L., Sultan, F., ve Qualls, W. J. (2000). Placing trust at the center of your Internet strategy. Sloan Management Review, 42(1), 39-48.
  • Veland, R., Amir, D., ve Samije, S. D. (2014). Social media channels: the factors that influence the behavioural intention of customers. International Journal of Business and Globalisation, 12(3), 297-314.
  • Vriens, M., Van der Scheer, H. R., Hoekstra, J. C., ve Bult, J. R. (1998). Conjoint experiments for direct mail response optimization. European journal of Marketing. 32(3/4), 323-339.
  • Wang, S., Beatty, S. E., ve Foxx, W. (2004). Signaling the trustworthiness of small online retailers. Journal of interactive marketing, 18(1), 53-69.
  • Welter, F., ve Kautonen, T. (2005). Trust, social networks and enterprise development: exploring evidence from East and West Germany. The International Entrepreneurship and Management Journal, 1(3), 367-379.
  • Wong, M. M. T., ve Tang, E. P. Y. (2008). Consumers’ attitudes towards mobile advertising: The role of permission. Review of Business Research, 8(3), 181-187.
  • Worth, L. T., Smith, J., ve Mackie, D. M. (1992), “Gender schematicity and preference for gender‐typed products”, Psychology & Marketing, 9(1), 17-30.
  • Wu, L., Klink, R. R., ve Guo, J. (2013). “Creating gender brand personality with brand names: The effects of phonetic symbolism”, Journal of Marketing Theory and Practice, 21(3), 319-330.
  • Yorkston, E., ve De Mello, G. E. (2005). “Linguistic gender marking and categorization”, Journal of Consumer Research, 32(2), 224-234.
  • Yorkston, E., ve Menon, G. (2004), “A sound idea: Phonetic effects of brand names on consumer judgments”, Journal of consumer research, 31(1), 43-51.
  • Zand, D. E. (1972). Trust and managerial problem solving. Administrative science quarterly, 229-239.
Toplam 80 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Araştırma Makaleleri
Yazarlar

Parisa Alizadehfanaeloo Bu kişi benim 0000-0001-9972-6079

Yayımlanma Tarihi 30 Eylül 2022
Gönderilme Tarihi 27 Nisan 2022
Yayımlandığı Sayı Yıl 2022 Cilt: 15 Sayı: 3

Kaynak Göster

APA Alizadehfanaeloo, P. (2022). ÇEVRİMİÇİ YİYECEK-İÇECEK PLATFORMLARINDA KİŞİSEL VE KURUMSAL GÜVENİN MARKA TUTUMU VE SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİ: MARKA CİNSİYETİ ÖZELLİKLERİNİN DÜZENLEYİCİ ROLÜ. Pazarlama Ve Pazarlama Araştırmaları Dergisi, 15(3), 835-866.