Araştırma Makalesi
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TÜKETİCİLERİN DUYGUSAL MARKA DENEYİMİ VE MARKA İLİŞKİSİ ALGILARININ MARKA EVANGELİZMİ ÜZERİNDEKİ ETKİSİ

Yıl 2023, Cilt: 16 Sayı: 2, 473 - 506, 31.05.2023

Öz

Marka evangelizmi son on yılda tüketici-marka ilişkileri kapsamında ele alınan ve bu ilişkilerin aşırı veya yoğun türleri arasında kabul edilen bir kavramdır. Markaların tüketicilerle ilişki kurma çabası uzun yıllardır araştırılmakta olan bir konudur. Ancak evangelizm davranışı için aynı şeyi söylemek mümkün görünmemektedir. Konuya ilişkin çalışmaların az olmasının yanı sıra, markaların ilişki kurma temelli özellikleri ve tüketicilerin bu yöndeki algılarının evangelizm ve duygusal marka deneyimi üzerindeki etkilerine ilişkin neredeyse hiç çalışma bulunmamaktadır. Bu çalışmada bahsi geçen ilişkiler incelenmiştir. Çevrimiçi yöntemler kullanılarak 300 anket toplanmıştır. Araştırma hipotezlerini test etmek için veri seti yapısal eşitlik modellemesi ile analiz edilmiştir. Sonuçlar, tüm hipotezleri doğrulamaktadır. Buna göre, markaların ilişki odaklı olması ve tüketicilerin ilişki kalitesi algısı, tüketicilerin duygusal marka deneyimi algılarını pozitif yönde etkilemektedir. Duygusal marka deneyimi ise hem marka evangelizmini hem de evangelizmin alt boyutları olan satın alma niyeti, pozitif marka değerlendirmeleri ve rakip markalardan vazgeçirme davranışı eğilimlerini pozitif yönde etkilemektedir.

Kaynakça

  • Kaynakça Aaker, D.A. (1996), Resisting temptations to change a brand position/execution: the power of consistency over time, Journal of Brand Management, 3 (4), 251-8.
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  • Argan, M., Özgen, C., & Koç, A. F. (2018). Futbol seyircilerinin duyusal deneyimlerinin, etkinlik tatmini üzerindeki etkisi. Pazarlama ve Pazarlama Araştırmaları Dergisi, 11(22), 233-248.
  • Aurier, P., & Séré de Lanauze, G. (2012). Impacts of perceived brand relationship orientation on attitudinal loyalty: An application to strong brands in the packaged goods sector. European Journal of Marketing, 46(11/12), 1602-1627.
  • Bahia K. & Babay H. (2023) Perceived Brand Relationship Orientation: Conceptual Analysis and Dimensions Identification, Journal of Relationship Marketing, 22:1, 1-28
  • Bairrada, C. M., Coelho, F., & Coelho, A. (2018). Antecedents and outcomes of brand love: Utilitarian and symbolic brand qualities. European Journal of Marketing, 52(3/4), 656-682.
  • Bapat, D., & Thanigan, J. (2016). Exploring relationship among brand experience dimensions, brand evaluation and brand loyalty. Global Business Review, 17(6), 1357-1372.
  • Batra, R., Ahuvia, A., & Bagozzi, R. P. (2012). Brand love. Journal of Marketing, 76(2), 1-16.
  • Becerra, E. P. ve Badrinarayanan, V. (2013). The Influence of Brand Trust and Brand Identification on Brand Evangelism. Journal of Product &Brand Management, 22(5), 371-383.
  • Berry, L.L., Carbone, L.P. and Haeckel, S.H. (2002), Managing the total customer experience, Sloan Management Review, 43 (3), 85-89.
  • Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty?. Journal of Marketing, 73(3), 52-68.
  • Breivik, E., & Thorbjørnsen, H. (2008). Consumer brand relationships: an investigation of two alternative models. Journal of the Academy of Marketing Science, 36(4), 443−472.
  • Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105-114.
  • Casidy, R., Wymer, W., & O’Cass, A. (2018). Enhancing hotel brand performance through fostering brand relationship orientation in the minds of consumers. Tourism Management, 66 (2018), 72-84.
  • Chaudhuri, A., & 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.
  • Dall’Olmo Riley, F., & De Chernatony, L. (2000). The service brand as relationships builder. British Journal of Management, 11(2), 137-150.
  • Ebrahim, R. S. (2020). The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty. Journal of Relationship Marketing, 19(4), 287-308.
  • Erdoğan, Z., & Torun, T. (2009). Bir İlişkisel Pazarlama Aracı Olarak Sanal Topluluklar. Pazarlama ve Pazarlama Araştırmaları Dergisi, 2(4), 45-71.
  • Esteban-Santos, L., García Medina, I., Carey, L. and Bellido-Pérez, E. (2018), Fashion bloggers: communication tools for the fashion industry, Journal of Fashion Marketing and Management, Vol. 22 No. 3, pp. 420-437.
  • Fernandes, T. and Moreira, M. (2019), Consumer brand engagement, satisfaction and brand loyalty: a comparative study between functional and emotional brand relationships, Journal of Product & Brand Management, Vol. 28 No. 2, pp. 274-286.
  • Fernandes, T., & Pinto, T. (2019). Relationship quality determinants and outcomes in retail banking services: The role of customer experience. Journal of Retailing and Consumer Services, 50 (2019), 30-41.
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THE EFFECTS OF EMOTIONAL BRAND EXPERIENCE AND CONSUMERS’ RELATIONSHIP PERCEPTIONS ON BRAND EVANGELISM

Yıl 2023, Cilt: 16 Sayı: 2, 473 - 506, 31.05.2023

Öz

Brand evangelism, which has been examined in the context of consumer-brand relationships in the last decade, is considered one of the extreme and intense types of these relationships. Brands’ attempts to establish a relationship with consumers have been researched for a long time. However, the same is not true for brand evangelism. There is a general lack of research on brand evangelism, and previous studies have not dealt with its relationship with brands’ relationship-based attributes, consumers’ relationship perceptions and emotional brand experience. This study investigates the mentioned network of relationships. We collected 300 questionnaires by online tools. To test the research hypotheses, we analysed the dataset by Structural Equation Modelling. Results affirmed all the hypotheses. Accordingly, brands’ relationship orientation and consumers’ perceptions of relationship quality positively impact emotional brand experience. Also, emotional brand experience positively influences brand evangelism and its sub-dimensions (purchase intention, positive brand referrals, and oppositional brand referrals).

Kaynakça

  • Kaynakça Aaker, D.A. (1996), Resisting temptations to change a brand position/execution: the power of consistency over time, Journal of Brand Management, 3 (4), 251-8.
  • Akrout, H., & Nagy, G. (2018). Trust and commitment within a virtual brand community: The mediating role of brand relationship quality. Information & Management, 55(8), 939-955.
  • Aladwani, A. M., & Almarzouq, M. (2016). Understanding compulsive social media use: The premise of complementing self-conceptions mismatch with technology. Computers in Human Behavior, 60, 575-581.
  • Argan, M., Özgen, C., & Koç, A. F. (2018). Futbol seyircilerinin duyusal deneyimlerinin, etkinlik tatmini üzerindeki etkisi. Pazarlama ve Pazarlama Araştırmaları Dergisi, 11(22), 233-248.
  • Aurier, P., & Séré de Lanauze, G. (2012). Impacts of perceived brand relationship orientation on attitudinal loyalty: An application to strong brands in the packaged goods sector. European Journal of Marketing, 46(11/12), 1602-1627.
  • Bahia K. & Babay H. (2023) Perceived Brand Relationship Orientation: Conceptual Analysis and Dimensions Identification, Journal of Relationship Marketing, 22:1, 1-28
  • Bairrada, C. M., Coelho, F., & Coelho, A. (2018). Antecedents and outcomes of brand love: Utilitarian and symbolic brand qualities. European Journal of Marketing, 52(3/4), 656-682.
  • Bapat, D., & Thanigan, J. (2016). Exploring relationship among brand experience dimensions, brand evaluation and brand loyalty. Global Business Review, 17(6), 1357-1372.
  • Batra, R., Ahuvia, A., & Bagozzi, R. P. (2012). Brand love. Journal of Marketing, 76(2), 1-16.
  • Becerra, E. P. ve Badrinarayanan, V. (2013). The Influence of Brand Trust and Brand Identification on Brand Evangelism. Journal of Product &Brand Management, 22(5), 371-383.
  • Berry, L.L., Carbone, L.P. and Haeckel, S.H. (2002), Managing the total customer experience, Sloan Management Review, 43 (3), 85-89.
  • Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty?. Journal of Marketing, 73(3), 52-68.
  • Breivik, E., & Thorbjørnsen, H. (2008). Consumer brand relationships: an investigation of two alternative models. Journal of the Academy of Marketing Science, 36(4), 443−472.
  • Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105-114.
  • Casidy, R., Wymer, W., & O’Cass, A. (2018). Enhancing hotel brand performance through fostering brand relationship orientation in the minds of consumers. Tourism Management, 66 (2018), 72-84.
  • Chaudhuri, A., & 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.
  • Dall’Olmo Riley, F., & De Chernatony, L. (2000). The service brand as relationships builder. British Journal of Management, 11(2), 137-150.
  • Ebrahim, R. S. (2020). The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty. Journal of Relationship Marketing, 19(4), 287-308.
  • Erdoğan, Z., & Torun, T. (2009). Bir İlişkisel Pazarlama Aracı Olarak Sanal Topluluklar. Pazarlama ve Pazarlama Araştırmaları Dergisi, 2(4), 45-71.
  • Esteban-Santos, L., García Medina, I., Carey, L. and Bellido-Pérez, E. (2018), Fashion bloggers: communication tools for the fashion industry, Journal of Fashion Marketing and Management, Vol. 22 No. 3, pp. 420-437.
  • Fernandes, T. and Moreira, M. (2019), Consumer brand engagement, satisfaction and brand loyalty: a comparative study between functional and emotional brand relationships, Journal of Product & Brand Management, Vol. 28 No. 2, pp. 274-286.
  • Fernandes, T., & Pinto, T. (2019). Relationship quality determinants and outcomes in retail banking services: The role of customer experience. Journal of Retailing and Consumer Services, 50 (2019), 30-41.
  • Field, A. (2005). Discovering statistics using SPSS. Second edition. Sage.
  • Fierro, J. C., Polo, I. M., & Oliván, F. J. S. (2014). From dissatisfied customers to evangelists of the firm: a study of the Spanish mobile service sector. BRQ Business Research Quarterly, 17(3), 191-204.
  • Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50.
  • Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343-373.
  • Giertz, J.N., Hollebeek, L.D., Weiger, W.H. and Hammerschmidt, M. (2022), The invisible leash: when human brands hijack corporate brands’ consumer relationships, Journal of Service Management, Vol. 33 No. 3, pp. 485-495.
  • Gobe, M. (2001). Emotional branding: the new paradigm for connecting brands to people. New York: Allworth.
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Toplam 104 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Araştırma Makaleleri
Yazarlar

Mehmet Özer 0000-0002-5777-3165

İrem Buran 0000-0002-4241-6122

Yayımlanma Tarihi 31 Mayıs 2023
Gönderilme Tarihi 10 Nisan 2023
Yayımlandığı Sayı Yıl 2023 Cilt: 16 Sayı: 2

Kaynak Göster

APA Özer, M., & Buran, İ. (2023). TÜKETİCİLERİN DUYGUSAL MARKA DENEYİMİ VE MARKA İLİŞKİSİ ALGILARININ MARKA EVANGELİZMİ ÜZERİNDEKİ ETKİSİ. Pazarlama Ve Pazarlama Araştırmaları Dergisi, 16(2), 473-506.