The Effect of Brand Love and Brand Reputation on the Dimensions of Brand Experience in Luxury Goods Category

Yıl 2023, Cilt: 2 Sayı: 1, 1 - 19, 30.06.2023

Deniz Serbest , Nurettin Ozan Bakır

Öz

Today, many brands are focused on providing their consumers a unique brand experience. Rather than a simple product experience, luxury brands provide internal and social experiences to their consumers. Consumers who have experiences with various brands, are connected with love to a small part of these brands according to their experiences. It is a fact that consumers who are attached to brands with love also consider factors beyond the product experience. The aim of this research is to examine the effects of brands in the luxury goods category, brand reputation and brand love, on the dimensions of brand experience experienced by consumers using luxury products. As a result of this research, it has been determined that all dimensions of brand reputation, except the intellectual dimension, are positively affected by the brand experience dimensions. In the luxury goods category, brand love has a positive effect on all dimensions of the brand experience. Finally, it was found that brand reputation has a positive effect on brand love.

Anahtar Kelimeler

Luxury Goods Category, Brand Love, Brand Reputation, Brand Experience

Lüks Ürün Kategorisinde Marka Aşkı ve Marka İtibarının Marka Deneyimi Boyutlarına Etkisi

Öz

Günümüzde, birçok marka tüketicilerine eşsiz bir marka deneyimi yaşatmaya odaklanmaktadır. Lüks markalar, tüketicilerine yalnızca bir ürün deneyimi sunmak yerine içsel ve sosyal bir deneyim de yaşatmayı amaçlamaktadır. Markalar ile çeşitli deneyimler yaşayan tüketiciler, deneyim yaşadıkları markaların küçük bir kısmına aşk ile bağlanmaktadır. Markalara aşk ile bağlanan tüketiciler, ürün deneyiminin ötesindeki unsurları da dikkate almaktadır. Bu araştırmanın amacı, lüks ürün kategorisinde faaliyet gösteren markaların marka itibarı ve marka aşkının, lüks ürün kullanan tüketicilerin yaşadığı marka deneyimi boyutlarına olan etkisini incelemektir. Araştırma sonucunda, marka itibarının marka deneyimi boyutlarından düşünsel boyut dışındaki tüm boyutları olumlu etkilediği tespit edilmiştir. Lüks ürün kategorisinde, marka aşkının marka deneyimindeki tüm boyutlar üzerinde olumlu etkisi bulunmuştur. Son olarak, marka itibarının marka aşkını olumlu etkilediği sonucuna ulaşılmıştır.

Anahtar Kelimeler

Lüks Ürün Kategorisi, Marka Aşkı, Marka İtibarı, Marka Deneyimi

Kaynakça

• Abimbola, T. ve Kocak, A. (2007). Brand, organization identity and reputation: SMEs as expressive organizations: A resources‐based perspective. Qualitative Market Research: An International Journal, 10(4), 416-430.
• Agmeka, F., Wathoni, R. N. ve Santoso, A. S. (2019). The influence of discount framing towards brand reputation and brand image on purchase intention and actual behaviour in e-commerce. Procedia Computer Science, 161, 851-858.
• Ahn, J. ve Back, K. J. (2018). Beyond gambling: Mediating roles of brand experience and attitude. International Journal of Contemporary Hospitality Management, 30(10), 3026-3039.
• Ahuvia, A. C. (1994). I love it. Towards a unifying theory of love across diverse love objects. Doktora Tezi, Northwestern University. Arghashi, V., Bozbay, Z. ve Karami, A. (2021). An integrated model of social media brand love: Mediators of brand attitude and consumer satisfaction. Journal of Relationship Marketing, 20(4), 319-348.
• Atak, H. ve Taştan, N. (2012). Romantik ilişkiler ve aşk. Psikiyatride Güncel Yaklaşımlar, 4(4), 520-546.
• Aydoğan, S., Bakır, N. O. ve Aktan, M. (2013). Arçelik ve Beko markaları farklı mı? Marka kişilikleri açısından bir değerlendirme. 18. Ulusal Pazarlama Kongresi Bildiri Kitabı, 19-22 Haziran Kars, 239-255.
• Bagozzi, R. P., Batra, R. ve Ahuvia, A. (2017). Brand love: Development and validation of a practical scale. Marketing Letters, 28, 1-14.
• Bairrada, C. M., Coelho, F. ve Coelho, A. (2018). Antecedents and outcomes of brand love: Utilitarian and symbolic brand qualities, European Journal of Marketing, 52(3/4), 656-682.
• Bakır, N.O. ve Safarzade, G. (2020). Marka itibarının daha fazla ödeme niyetine etkisi: Marka aşkının aracılık rolü ve Nike markası üzerine bir araştırma. Altınbaş Üniversitesi Sosyal Bilimler Dergisi, 5(2), s.149-172.
• Baron, R.M. ve Kenny, D.A. (1986). The Moderator-Mediator Variable Distiction in Social Psychological Research: Conceptual, Strategic and Statistical Considerations, Journal of Personality and Social Psychology, 51(6), 1173-1182.
• Batra, R., Ahuvia, A. ve Bagozzi, R. P. (2012). Brand love. Journal of Marketing, 76(2), 1-16.
• Bayram, N. (2010). Yapısal eşitlik modellemesine giriş AMOS uygulamaları. İstanbul: Ezgi Yayınları.
• 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.
• Brakus, J. J., Schmitt, B. H. ve Zarantonello, L. (2009). Brand experience: What ıs it? How is it measured? Does it affect loyalty?. Journal of Marketing, 73(3), 52-68.
• Carroll, B. A. ve Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79-89.
• Chaudhuri, A. (2002). How brand reputation affects the advertising-brand equity link. Journal of Advertising Research, 42(3), 33-43.
• Çavuşoğlu, S. ve Demirağ, B. (2020). Benlik ifade eden marka, marka aşkı, pozitif ağızdan ağıza iletişim ve marka sadakati arasındaki ilişkinin incelenmesi: Paketlenmiş ürün kategorisinde bir araştırma. Ataturk University Journal of Economics & Administrative Sciences, 34(3), 1065- 1087.
• Çetin, E. (2016). Sembolik tüketimin araçları: Alışveriş merkezleri ve moda. Sosyoloji Dergisi, 65-74.
• De Kerviler, G. ve Rodriguez, C. M. (2019). Luxury brand experiences and relationship quality for millennials: The role of self-expansion. Journal of Business Research, 102, 250-262.
• Diker, E. ve Koçyiğit, M. (2017). Halkla ilişkiler algısı ve marka itibarı arasındaki ilişkinin yapısal eşitlik modeli ile incelenmesi. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, 5(2), 574-590.
• Dodds, W.B., Monreo, K.B. ve Grewal, D. (1991). Effects of price, brand and store information on buyers. Journal of Marketing Research, 28(3), 307-319.
• Ferreira, P., Rodrigues, P. ve Rodrigues, P. (2019). Brand love as mediator of the brand experience-satisfaction-loyalty relationship in a retail fashion brand. Management & Marketing Challenges for the Knowledge Society, 14(3), 278-291.
• Fombrun, C. ve Shanley, M. (1990). What's in a name? Reputation building and corporate strategy. The 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.
• Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343-373.
• Garg, R., Mukherjee, J., Biswas, S. ve Kataria, A. (2015). An investigation of antecedents and conequences of brand love in India. Asia-Pasific Journal of Business Administration, 7(3), 174-196.
• Gegez, A.E. (2014). Pazarlama araştırmaları. 3. Baskı, Beta Yayınları: İstanbul.
• George, D. ve Mallery, P. (2001). SPSS for windows step by step: A simple guide and reference 10.0 update. Third Edition, USA: Allyn & Bacon Comp.
• Hair, J.F., Black, W.C., Babin, B.J. ve Anderson R.E. (1998). Multivariate data analysis. Fifth Edition, New Jersey: Prentice-Hall Int.
• Han, S.-L. ve Kim, K. (2020). Role of consumption values in the luxury brand experience: Moderating effects of category and the generation gap. Journal of Retailing and Consumer Services, 57, 102249.
• Hasan, A., Khan, M., ur Rehman, K., Ali, I. ve Sobia, W. (2009). Consumer’s trust in the brand: Can it be built through brand reputation, brand competence and brand predictability. International Business Research, 3(1), 43-51.
• Herbig, P. ve Milewicz, J. (1993). The relationship of reputation and credibility to brand success. Journal of Consumer Marketing, 10(3), 18-24.
• Huang, C.C. (2017). The impacts of brand experiences on brand loyalty: Mediators of brand love and trust. Management Decision, 55(5), 915-934.
• Iqbal, J., Malik, M., Yousaf, S. ve Yaqub, R. M. S. (2021). Brand reputation, brand experience, and electronic word of mouth toward smartphone: Investigating the mediating role of brand love. Journal of Public Affairs, 21(3), 1-7.
• Jurisic, B. ve Azevedo, A. (2011). Building customer-brand relationships in the mobile communications market: The role of brand tribalism and brand reputation. Journal of Brand Management, 18(4), 349-366.
• Kabadayı, E. T. ve Alan, A. K. (2014). Deneyimsel pazarlama: Pazarlamadaki artan önemi. İşletme Araştırmaları Dergisi, 6(1), 203-217.
• Kapferer, J.-N. (2014). The future of luxury: Challenges and opportunities. Journal of Brand Management, 21(9), 716-726.
• Kara, G. ve Kimzan, H. S. (2015). Marka deneyimi ve tekrar satın alma niyeti arasındaki ilişkide müşteri tatmininin rolü. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 17(4), 73-90.
• Kim, S.S., Malhotra, N.K. ve Narasimhan, S. (2005). Two competing perspectives on automatic use: A theoretical and emprical comparison. Information Systems Research, 16(4), 418-432.
• Kotler, P. (2003). Marketing insights from a to z: 80 concepts every manager needs to know. New Jersey: John Wiley & Sons.
• Lau, G. T. ve Lee, S. H. (1999). Consumers' trust in a brand and the link to brand loyalty. Journal of Market-Focused Management, 4(4), 341-370.
• Limayem, M. ve Hirt, S.G. (2003). Force of habit and information systems usage: Theory and initial validition. Journal of the Association for Information Systems, 4(1), 65-97.
• Liu, C. R., Wang, Y. C., Chiu, T. H. ve Chen, S. P. (2018). Antecedents and outcomes of lifestyle hotel brand attachment and love: The case of Gen Y. Journal of Hospitality Marketing and Management, 27(3), 281-298-298. https://doi.org/10.1080/19368623.2017.1364197
• Madeline, S. ve Sihombing, S. O. (2019). The impacts of brand experiences on brand love, brand trust, and brand loyalty: An empirical study. Jurnal Bisnis dan Manajemen, 20(2), 91-107. Meydan, C.H. ve Şeşen, H. (2011). Yapısal eşitlik modellemesi AMOS uygulamaları. Ankara: Detay Yayıncılık.
• Nunnaly, J. (1979). Psychometric theory. New York: McGraw Hill.
• Odabaşı, Y. (2006). Tüketim kültürü: Yetinen toplumdan tüketen topluma. İstanbul: Sistem Yayıncılık.
• Ozyer, Y. (2016). Understanding the impact of the brand experience on brand reputation by the moderating role of technology turbulence. International Journal of Marketing Studies, 8(1), 161-169.
• Pine, B. J. ve Gilmore, J. H. (1998). Welcome to the experience economy. Harvard Business Review, 76(4), 97-105.
• Roberts, K. (2005). Lovemarks: The future beyond brands. Powerhouse books.
• Safeer, A. A., He, Y. ve Abrar, M. (2020). The influence of brand experience on brand authenticity and brand love: An empirical study from Asian consumers’ perspective. Asia Pacific Journal of Marketing and Logistics, 33(5), 1123- 1138.
• Same, S. ve Larimo, J. (2012). Marketing theory: Experience marketing and experiential marketing, In 7th International Scientific Conference “Business and Management", 10-11. Santos, M. ve Schlesinger, W. (2021). When love matters. experience and brand love as antecedents of loyalty and willingness to pay a premium price in streaming services. Spanish Journal of Marketing-ESIC, 25(3), 374-391.
• Schmitt, B. (1999). Experiential marketing: How to get customers to sense, feel, think, act, and relate to your company and brands. New York: The Free Press.
• Schmitt, B. (2009). The concept of brand experience. Journal of Brand Management, 16(7), 417-419.
• Sekmen, B. ve Arslan, F.M. (2021). Marka deneyiminin marka imajı ve marka sadakatine etkisi: Marka imajının aracılık rolü. Marmara Üniversitesi Öneri Dergisi, 16(55), 221-249.
• Shimp, T. A. ve Madden, T. J. (1988). Consumer-object relations: A conceptual framework based analogously on sternberg's triangular theory of love. ACR North American Advances, 15, 163-168.
• Shujaat, S., Durrani, B., Abrar, K. ve Rashid, T. (2018). Brand love-some antecedents and consequences: An empirical study of the retail industry, International Journal of Sales, Retailing & Marketing, 7(2), 27-38.
• Sternberg, R. J. (1986). A triangular theory of love. Psychological Review, 93(2), 119.
• Suartina, I., Wimba, I., Astrama, I., Wulandari, N., Rahmayanti, P., Yasa, N. ve Sujana, I. (2022). The role of brand love in mediating the effect of intensive distribution and social media promotion on brand loyalty and e-wom. International Journal of Data and Network Science, 6(2), 335-346.
• Sumbly, Y. ve Siraj, S. (2019). A conceptual framework of brand experience for luxury brands. Journal of Management Research and Analysis, 6(1), 60-64.
• Şimşek, Ö. F. (2007). Yapısal eşitlik modellemesine giriş. Ankara: Ekinoks Yayınları.
• Ueacharoenkit, S. (2013). Experiential marketing–a consumption of fantasies, feelings and fun. An investigation of the relationship between brand experience and loyalty within the context of the luxury cosmetics sector in Thailand. Doktora Tezi, Brunel University Brunel Business School.
• Unal, S. ve Aydın, H. (2013). An investigation on the evaluation of the factors affecting brand love. Procedia-Social and Behavioral Sciences, 92, 76-85.
• Veloutsou, C. ve Moutinho, L. (2009). Brand relationships through brand reputation and brand tribalism. Journal of Business Research, 62(3), 314-322.
• Venkatesh, V., Morris, M., Davis, G.B. ve Davis, F.D. (2003). User acceptance od information technology: Toward a unified view, MIS Quarterly, 27(3), 425-478.
• Yıldız, S. ve Avcı, İ. (2019). Tüketici temelli marka değerinin taklit markalı ürün algısı üzerindeki etkisi. Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 9(17), 189-214.
• Yuan, Y., Lai, F. ve Chu, Z. (2019). Continuous usage ıntention of internet banking: A commitment-trust model. Information Systems and E-Business Management, 17(1), pp.1-25.
• Yücel, E. (2021). Algılanan marka yenilikçiliği, marka deneyimi ve marka bağlılığı ilişkisinde hedonik duyguların aracılık rolü. Kesit Akademi Dergisi, 7(26), 214-239.