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Gastronomik Deneyimin Marka Sadakatine Yansımaları

Yıl 2022, Sayı: 40, 17 - 39, 30.06.2022
https://doi.org/10.17829/turcom.1050108

Öz

Gastronomik deneyim, salt bir yemek yeme aktivitesinin ötesinde, sosyal, duygusal, düşünsel, hayali ve teknik benzeri durumları bünyesinde barındıran, özellikle yüksek mutfakta ortaya çıkan tüm süreçlerin etkileşiminin sonucu olarak tanımlanabilir. İnsanlara bu tarz deneyimleri sunmayı misyon edinen işletmeler günümüzde giderek önem kazanmaktadır. Bu durumda, markalar arası rekabeti arttırması doğrultusunda işletmeler sadık müşterilerini kaybetmemek adına yeni arayışlara girmişlerdir. Ayrıca gastronomik deneyiminin sonucunda yemeği bilinçli bir şekilde yorumlayarak görüşlerini çevresi ile paylaşan diğer bir deyişle yüksek mutfağa yönelik bilinçli ve farkındalık sahibi insan sayısı artmaktadır. Bilgiye ulaşımın kolaylaşması doğrultusunda bireylerin bilgi yelpazesinin gelişim göstermesi günümüzün temel olgularındandır. Bu doğrultuda özellikle yüksek mutfağa hitap eden yiyecek-içecek işletmeleri, gastronomik deneyimi önemli bir pazarlama silahı olarak kullanmaktadır. Bu bağlamda çalışma, gastronomik deneyim sunmaya çalışan yiyecek-içecek işletmelerinin, insanların beklentileri göz önüne alındığında marka sadakati yaratma hususunda etkili olan deneyim unsurlarını nicel olarak sorgulamayı ve bu yönde bilimsel veriler üretmeyi amaçlamaktadır. Bu amaç doğrultusunda hazırlanan anket; yemek kültürü gelişkin, sosyal ekonomik statü olarak A ve B gruplarında yer alan 335 katılımcıya uygulanmıştır. Katılımcıların gittikleri lüks restoranlarda (fine dining) yaşadıkları gastronomik deneyimin marka sadakatine yansımasını irdeleyen araştırma neticesinde, gastronomik deneyimin tutumsal marka sadakati üzerinde pozitif etkileri olduğu fakat davranışsal marka sadakatiyle arasında anlamlı bir ilişki kurulamayacağı sonucuna varılmıştır.

Teşekkür

Bu çalışma, Marmara Üniversitesi, Sosyal Bilimler Enstitüsü, Halkla İlişkiler ve Tanıtım Ana Bilim Dalı, Reklamcılık ve Tanıtın bölümü bünyesinde hazırlanan “Gastronomik Deneyimin Marka Sadakatine Yansımaları” isimli doktora tezinden türetilmiştir. Çalışmanın hazırlanmasında büyük katkıları ve emeği olan değerli danışmanım Prof. Dr. Nurhan BABÜR TOSUN’ a sonsuz teşekkür ederim

Kaynakça

  • Aaker, D. A., Stahl, F. & Stöckle, F. (2015). Marken erfolgreich gestalten. Wiesbaden:Springer Gabler.
  • Altunışık, R., Coşkun, R., Bayraktaroğlu, S. & Yıldırım, E. (2007). Sosyal bilimlerde araştırma yöntemleri SPSS uygulamaları. Sakarya: Sakarya Kitabevi.
  • Arnold, M. J., & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79(2), 77-95.
  • Barsky, J. D., & Labagh, R. (1992). A strategy for customer satisfaction. Cornell Hotel and Restaurant Administration Quarterly, 33(5), 32-40.
  • Baudrillard, J. (1998). Simülakrlar ve simülasyon. İzmir: Dokuz Eylül Yayınları.
  • Beer, S. (2008). Authenticity and food experience. Journal of Foodservice, 19(3), 153-163.
  • Bell, R. & Marshall, D. (2003). The construct of food involvement in behavioral research: Scale development and validation. Appetite, 40(3), 235-244.
  • Berbel, P., Juan, M., Palacios, F., Hurtado, B. R., Jose, M., & Luna, S. L. (2019). Gastronomic experience as a factor of motivation in the tourist movements. International Journal of Gastronomy and Food Science, 18, 1-10.
  • Bourdieu, P. (1984). A social critique of the judgement of taste. London: Routledge.
  • Bryce, D., Curran, R., O’Gorman, K., & Taheri, B. (2015). Visitors’ engagement and authenticity: Japanese heritage consumption. Tourism Management, 46, 571–581.
  • Carmody, P. C. (2013). Understanding meaning and existence: Toward the developlment of a measure of existential authenticity. Yayınlanmamış Doktora Tezi. Tennessee: University of Tennessee.
  • Cedric, H-J. W. & Rong, D. L. (2009). Effect of experiential value on customer satisfaction with service encounters in luxury-hotel restaurants. International Journal of Hospitality Management, (28), 586–593.
  • Chang, R. C. Y., Kivela, J. & Mak, A. (2011). Attributes that influence the evaluation of travel dining experience: When east meets west. Tourism Management, 32, 307-316.
  • Chaudhuri, A. (2000). A macro analysis of the relationship of product involvement and information search: The role of risk. Journal of Marketing Theory and Practice, 8, 1–14.
  • Cohen, E. (1979). A phenomenology of tourist experiences. Sociology, 13, 179-201.
  • Cohen, E. & Avieli, N. (2004). Food in tourism: Attraction and impediment. Annals of Tourism Research, 31(4), 755-778.
  • Coulter, A. R., Price, L. L. & Feick, L. (2003). Rethinking the origins of involvement and brand commitment: Insights from postsocialist central europe. Journal of Consumer Research, 30(2),151-169.
  • Çetintürk, İ. (2010). Konaklama işletmelerinde marka sadakati: Antalya örneği. Yayınlanmamış Yüksek Lisans Tezi. Isparta: Süleyman Demirel Üniversitesi Sosyal Bilimler Enstitüsü.
  • De Albeniz, M. I. (2018). Foundations for an analysis of the gastronomic experience: From product to process. International Journal of Gastronomy and Food Science, 13, 108-116.
  • De Kervenoael, R. & Ozturkcan, S. (2008). Grey market e-shopping and trust building practices in China: Trust and new technologies. Teemu Kautonen & Heikki Karjaluoto (Ed.), Marketing and management on the internet and mobile media içinde (ss. 56-73). Cheltenham: Edward Elgar Publishing.
  • Demir, M. Ö. (2011). Risk algısının marka sadakatine etkisi: Cep telefonları kategorisinde bir uygulama. Ege Akademik Bakış, 11(2), 267-276.
  • Devrani, T. K. (2009). Marka sadakati öncülleri: Çalışan kadınların kozmetik ürün tüketimi üzerine bir çalışma. Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 14(3), 407-421.
  • Dholakia, U. M. (1997). An investigation of the relationship between perceived risk and product involvement. Advances in Consumer Research, 24, 159-167.
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  • Dodd, T. H., Laverie, D. A., Wilcox, J. F. & Duhan, D. F. (2005). Differential effects of experience, subjective knowledge, and objective knowledge on sources of information used in consumer wine purchasing. Journal of Hospitality & Tourism Research, 29(1), 3-19.
  • Dodd, T. H. (1998). Influences on search behavior of ındustrial tourists. Journal of Hospitality & Leisure Marketing, 5(2-3),77-94.
  • Fournier, S. & Yao, L. (1997). Reviving brand loyalty: A reconceptualization within the framework of consumer- brand relationships. International Journal of Research in Marketing, 14, 451-472.
  • Fransisca, A. (2007). Experiential marketing: A marketing approach. Journal Management Marketing, 2(1), 11- 18.
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  • Hall, C. M. & Sharples, L. (2003). The consumption of experiences or the experience of consumption? An introduction to the tourism of taste. C. Michael Hall, Liz Sharples, Richard Mitchell, Niki Macionis & Brock Cambourne (Ed.), Food tourism around the world: Development, management and markets içinde (ss. 1-25). Oxford: Butterworth Heinemann.
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  • Hargrove, C. M. (2002). Heritage tourism. The Journal of CRM (Cultural Resource Management)-Washington, 25(1), 10-11.
  • Havitz, M. E. & Dimanche, F. (1999). Leisure involvement revisited: Drive properties and paradoxes. Journal of Leisure Research, 31(2), 122-149.
  • Hernandez-Rojas, R. D., Fernandez, J. A. F. & Palos-Sanchez, P. R. (2021). Influence of the restaurant brand and gastronomy on tourist loyalty: A study in Córdoba (Spain). International Journal of Gastronomy and Food Science, 23, 1-10.
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The Reflections of Gastronomic Experience on Brand Loyalty

Yıl 2022, Sayı: 40, 17 - 39, 30.06.2022
https://doi.org/10.17829/turcom.1050108

Öz

Gastronomic experience can be defined as the result of the interaction of all processes, especially in the high cuisine, which includes social, emotional, intellectual, imaginary and technical situations beyond a mere eating activity. The number of establishments that have made it their mission to offer such experiences to people has also increased significantly compared to the past. In this case , in line with the increase with the competition between brands, businesses have entered into new searches in order not to lose their loyal customers In addition, the number of people who are conscious and aware of high cuisine continues to increase day by day. As a result of people’s gastronomic experience, the number of knowledgeable people who interpret/understand the food consciously and share it with the people around has increased significantly. In line with the facilitation of access to information, the development of the information spectrum of individuals is one of the basic phenomena of today. In this direction, especially the food and beverage businesses that appeal to high cuisine use gastronomic experience as an important marketing weapon. In this context, the study aims to quantitatively question the experience elements that are effective in creating brand loyalty and to produce scientific data in this direction, considering the expectations of the people of the food and beverage businesses that try to offer gastronomic experience. The questionnaire developed for this goal was applied to 335 foodie (moderate version of gourmet) participants in groups relatively high in social economic status, and the reflection of the gastronomic experience they had in the luxury restaurants (fine dining) on brand loyalty was analyzed quantitatively. As a result of the research, it has been determined that gastronomic experience has positive effects on attitudinal brand loyalty, but there is no consequential relationship between behavioral brand loyalty.

Kaynakça

  • Aaker, D. A., Stahl, F. & Stöckle, F. (2015). Marken erfolgreich gestalten. Wiesbaden:Springer Gabler.
  • Altunışık, R., Coşkun, R., Bayraktaroğlu, S. & Yıldırım, E. (2007). Sosyal bilimlerde araştırma yöntemleri SPSS uygulamaları. Sakarya: Sakarya Kitabevi.
  • Arnold, M. J., & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79(2), 77-95.
  • Barsky, J. D., & Labagh, R. (1992). A strategy for customer satisfaction. Cornell Hotel and Restaurant Administration Quarterly, 33(5), 32-40.
  • Baudrillard, J. (1998). Simülakrlar ve simülasyon. İzmir: Dokuz Eylül Yayınları.
  • Beer, S. (2008). Authenticity and food experience. Journal of Foodservice, 19(3), 153-163.
  • Bell, R. & Marshall, D. (2003). The construct of food involvement in behavioral research: Scale development and validation. Appetite, 40(3), 235-244.
  • Berbel, P., Juan, M., Palacios, F., Hurtado, B. R., Jose, M., & Luna, S. L. (2019). Gastronomic experience as a factor of motivation in the tourist movements. International Journal of Gastronomy and Food Science, 18, 1-10.
  • Bourdieu, P. (1984). A social critique of the judgement of taste. London: Routledge.
  • Bryce, D., Curran, R., O’Gorman, K., & Taheri, B. (2015). Visitors’ engagement and authenticity: Japanese heritage consumption. Tourism Management, 46, 571–581.
  • Carmody, P. C. (2013). Understanding meaning and existence: Toward the developlment of a measure of existential authenticity. Yayınlanmamış Doktora Tezi. Tennessee: University of Tennessee.
  • Cedric, H-J. W. & Rong, D. L. (2009). Effect of experiential value on customer satisfaction with service encounters in luxury-hotel restaurants. International Journal of Hospitality Management, (28), 586–593.
  • Chang, R. C. Y., Kivela, J. & Mak, A. (2011). Attributes that influence the evaluation of travel dining experience: When east meets west. Tourism Management, 32, 307-316.
  • Chaudhuri, A. (2000). A macro analysis of the relationship of product involvement and information search: The role of risk. Journal of Marketing Theory and Practice, 8, 1–14.
  • Cohen, E. (1979). A phenomenology of tourist experiences. Sociology, 13, 179-201.
  • Cohen, E. & Avieli, N. (2004). Food in tourism: Attraction and impediment. Annals of Tourism Research, 31(4), 755-778.
  • Coulter, A. R., Price, L. L. & Feick, L. (2003). Rethinking the origins of involvement and brand commitment: Insights from postsocialist central europe. Journal of Consumer Research, 30(2),151-169.
  • Çetintürk, İ. (2010). Konaklama işletmelerinde marka sadakati: Antalya örneği. Yayınlanmamış Yüksek Lisans Tezi. Isparta: Süleyman Demirel Üniversitesi Sosyal Bilimler Enstitüsü.
  • De Albeniz, M. I. (2018). Foundations for an analysis of the gastronomic experience: From product to process. International Journal of Gastronomy and Food Science, 13, 108-116.
  • De Kervenoael, R. & Ozturkcan, S. (2008). Grey market e-shopping and trust building practices in China: Trust and new technologies. Teemu Kautonen & Heikki Karjaluoto (Ed.), Marketing and management on the internet and mobile media içinde (ss. 56-73). Cheltenham: Edward Elgar Publishing.
  • Demir, M. Ö. (2011). Risk algısının marka sadakatine etkisi: Cep telefonları kategorisinde bir uygulama. Ege Akademik Bakış, 11(2), 267-276.
  • Devrani, T. K. (2009). Marka sadakati öncülleri: Çalışan kadınların kozmetik ürün tüketimi üzerine bir çalışma. Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 14(3), 407-421.
  • Dholakia, U. M. (1997). An investigation of the relationship between perceived risk and product involvement. Advances in Consumer Research, 24, 159-167.
  • Dick, A. S. & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22, 99-113.
  • Dodd, T. H., Laverie, D. A., Wilcox, J. F. & Duhan, D. F. (2005). Differential effects of experience, subjective knowledge, and objective knowledge on sources of information used in consumer wine purchasing. Journal of Hospitality & Tourism Research, 29(1), 3-19.
  • Dodd, T. H. (1998). Influences on search behavior of ındustrial tourists. Journal of Hospitality & Leisure Marketing, 5(2-3),77-94.
  • Fournier, S. & Yao, L. (1997). Reviving brand loyalty: A reconceptualization within the framework of consumer- brand relationships. International Journal of Research in Marketing, 14, 451-472.
  • Fransisca, A. (2007). Experiential marketing: A marketing approach. Journal Management Marketing, 2(1), 11- 18.
  • Gegez, A. E. (2007). Pazarlama araştırmaları. İstanbul: Beta Yayınevi.
  • Gibson, S. (2007). Food mobilities: Travelling, dwelling, and eating cultures. Space and Culture, 10, 4–21. Gilmore, J. H. & Pine, B. J. (2007). Authenticity: What consumers really want. Brighton- Massachusetts:Harvard Business Press Books.
  • Gottlieb, A. (1982). Americans’ vacations. Annals of Tourism Research, 9(2), 165-187.
  • Gounaris, S. & Stathakopoulos, V. (2004). Antecedents and consequences of brand loyalty: An empirical study. Journal of Brand Management, 11(4), 283-306.
  • Greenwald, A. G. & Leavitt, C. (1984). Audience involvement in advertising: Four levels. The Journal of Consumer Research,11 (1), 581-592.
  • Gross, M. & Brown, G. (2008). An empirical structural model of tourists and places: Progressing involvement and place attachment into tourism. Tourism Management, 29(6), 1141-1151.
  • Hall, C. M. & Sharples, L. (2003). The consumption of experiences or the experience of consumption? An introduction to the tourism of taste. C. Michael Hall, Liz Sharples, Richard Mitchell, Niki Macionis & Brock Cambourne (Ed.), Food tourism around the world: Development, management and markets içinde (ss. 1-25). Oxford: Butterworth Heinemann.
  • Hanefors, M. & Mossberg, L. (2003). Searching for the extraordinary meal experience. Journal of Business and Management, 9(3), 249-270.
  • Hargrove, C. M. (2002). Heritage tourism. The Journal of CRM (Cultural Resource Management)-Washington, 25(1), 10-11.
  • Havitz, M. E. & Dimanche, F. (1999). Leisure involvement revisited: Drive properties and paradoxes. Journal of Leisure Research, 31(2), 122-149.
  • Hernandez-Rojas, R. D., Fernandez, J. A. F. & Palos-Sanchez, P. R. (2021). Influence of the restaurant brand and gastronomy on tourist loyalty: A study in Córdoba (Spain). International Journal of Gastronomy and Food Science, 23, 1-10.
  • Hirschman, E. & Holbrook, M. B. (1982). Hedonic consumption: Emerging concepts, methods and propositions. Journal of Marketing, 48(3), 92–101.
  • Hoch, S. J. & Deighton, J. (1989). Managing what consumers learn from experience. Journal of Marketing, 53(2), 1-20.
  • Hoyer, W. D. & Ridgway, N. M. (1984). Variety seeking as an explanation for exploratory purchase behaviour: A theoratical model. Advances in Consumer Research, 11, 114-119.
  • Huang, J. & Zhang, D. (2008). Customer value and brand loyalty: Multi-dimensional empirical test. International Seminar on Future Information Technology and Management Engineering, 50, 102-106.
  • Hughes, G. (1995). Authenticity in tourism. Annals of Tourism Research, 22(4), 781-803.
  • Jacoby, J. & Kyner, D. B. (1973). Brand loyalty vs. repeat purchasing behavior. Journal of Marketing Research, 10(1), 1-9.
  • Junjun, M. (2010). Customer brand loyalty. International Journal of Business and Management, 5(7), 213-217.
  • Kassarjian, H. H. (1981). Low involvement:&Nbsp; A second look. Advances in Consumer Research, 8, 31-34. Kinley, T. L., Conrad, C. A. & Brown, G. (1999). Internal and external promotional references: An examination of gender and product involvement effects in the retail apparel setting. Journal of Retailing and Consumer Services, 6(1), 39-44.
  • Kolar, T. & Zabkar, V. (2010). A consumer-based model of authenticity: An oxymoron or the foundation of cultural heritage marketing. Tourism Management, 31(5), 652–664.
  • Kovacs, B., Carroll, G. R. & Lehman, D. W. (2013). Authenticity and consumer value ratings: Empirical tests from the restaurant domain. Organization Science, 25, 458-478.
  • Laaksonen, P. (1994). Consumer involvement: Concepts and research. London: Routledge.
  • Larrea, J. L. & Aduriz, L. A. (2011). Innovación abierta y alta cocina (Open innovation and haute cuisine). Madrid: Piramide Yayınevi.
  • Liu, Y. (2003). Developing a scale to measure the ınteractivity of websites. Journal of Advertising Research, 43, 207-216.
  • Lockshin, L. S. & Macintosh, G. (1997) Retail relationships and store loyalty: A multi-level perspective. International Journal of Research in Marketing, 14(5), 487-497.
  • Meydan, C. M. & Şeşen, H. (2015). Yapısal eşitlik modellemesi AMOS uygulamaları. Ankara: Detay Yayıncılık. Mittal, B. & Lee, M. S. (1989). A causal model of consumer involvement. Journal of Economic Psychology, 10(3), 363-389.
  • Muncy, J. A. (1990). Involvement and perceived brand similarities/differences: The need for process oriented models. Advances in Consumer Research, 17,144-148.
  • Murgado, E. M. (2013). Turning food into a gastronomic experience: Olive oil tourism. Options Mediterranéennes, 106, 97-109.
  • Nadiri, H. & Gunay, N. (2009, October). Diagnosing university student’s experiences in trendy coffee shops: An empirical study in gloria jean’s coffee. In Proceedings of 27th Eurochrie Annual Conference, Helsinki, 105-117.
  • Nunan, D., Malhotra, N. K. & Birks, D. F. (2020). Marketing research: Applied ınsight. UK: Pearson.
  • O’Connor, P., Hallak, R., Guy, A. & Craig, L. (2018) Firm performance in the upscale restaurant sector: The effects of resilience, creative self-efficacy, innovation and industry experience. Journal of Retailing and Consumer Services, 40, 229-240.
  • Petty R. E. & John, C. (1981). Issue ınvolvement as a moderator of the effects on attitude of advertising content and context. Advances in Consumer Research, 8, 20-24.
  • Petty, R. E., Cacioppo, J. T. & Schumann, D. (1983). Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of Consumer Research, 10(2), 135-146.
  • Pieter, M. A. D. & Hendrik, N. J. S. (2008). Sources of positive and negative emotions in food experience. Appetite, 50(2–3), 290-301.
  • Pine, B. J. & Gilmore, J. H. (2013). The experience economy: Past, present and future. Jon Sundbo & Flemming Sorensen (Ed.), Handbook on the experience economy içinde (ss. 21-22). Cheltenham: Edward Elgar Publishing.
  • Pine, B. J. & Gilmore, J. H. (1999). The experience economy: Work is theatre and every business a stage. Boston: Harvard Business School Press.
  • Poulain J. P. & Neirick, E. (2004). Histoire de la cuisine et des cuisiniers: Techniques culinaires et pratiques de table, en france du moyen âge à nos jours. Paris: Lanore.
  • Quester, P. & Lin, L. A. (2003). Product involvement/brand loyalty: Is there a link. Journal of Product & Brand Management, 12(1), 22-38.
  • Reynolds, N. L., Simintiras, A., & Diamantopoulos, A. (2003). Theoretical justification of sampling choices in international marketing research: Key issues and guidelines for researchers. Journal of International Business Studies, 34(1), 80-89.
  • Richards, G. (2002). Gastronomy: An essential ingredient in tourism production and consumption? Anne- Mette Hjalager & Greg Richards (Ed.), Tourism and gastronomy içinde (ss. 3-21). London: Routledge. Richins, M. L. & Bloch, P. (1986). After the new wears off: The temporal context of product ınvolvement. Journal of Consumer Research, 13(2), 280–285.
  • Robert, L. (1999). The Dream Society: How the Coming Shift from Information to Imagination Will Transform Your Business. Library Journal, 124(7), 112-113.
  • Rothschild, M. L. & Houston, M. J. (1980). Individual differences in voting behavior: Further investigations of ınvolvement. Advances in Consumer Research, 7, 655-658.
  • Santich, B. (1996). Why people eat what they eat: beyond mechanics. Proceedings of The Nutrition Society of Australia, Sydney, 20, 38-46.
  • Schmitt, B. (1999). Experiential marketing. Journal of Marketing Management, 15(1-3), 53-67. Sheth, J. N., Mittal, B. & Newman, B. (1999). Customer behaviour: Consumer behaviour and beyond. New York: The Dryden Press.
  • Shevlin, M. & Miles, J. N. (1998). Effects of sample size, model specification and factor loadings on the GFI in confirmatory factor analysis. Personality and Individual Differences, 25(1), 85-90.
  • Smith, G. C. (1970). Marketing the meal experience. Cornell Hotel and Restaurant Administration Quarterly, 11(1), 73-102.
  • Solunoğlu, A. (2019). Regional impacts of the quality of gastronomic experience. Krystev, V., Efe, R. and Atasoy, E. (Ed.), In Theory and Practice in Social Sciences (ss. 479-487). Sofia: Kliment Ohridski University Press.
  • Steiner, C. J. & Reisinger, Y. (2006). Understanding existential authenticity. Annals Of Tourism Research, 33(2), 299-318.
  • Stone, R. N. (1984). The marketing characteristics of ınvolvement. Advances in Consumer Research, 11, 210-215.
  • Sugiyarti, G. & Hendar. (2017). Experiential marketing creative antecedence for success of brand loyalty (A study on the users of perfume for body in Indonesia). International Review of Management and Marketing, 7(1), 529-536.
  • Taar, J. (2014). The best culinary experience. Factors that create extraordinary eating episodes. Procedia-Social and Behavioral Sciences, 122, 145-151.
  • Tepeci, M. (1999). Increasing brand loyalty in the hospitality industry. International Journal of Contemporary Hospitality Management, 11(5):223-230
  • Vaughn, R. (1986). How advertising works: A planning model revisited. Journal of Advertising Research, 26(1), 57-66.
  • Venkatraman, M. P. (1988). Investigating differences in the roles of enduring and instrumentally involved consumers in the diffusion process. Advances in Consumer Research, 15(1), 299-303.
  • Wang, N. (1999). Rethinking authenticity in tourism experience. Annals of Tourism Research, 26(2), 349-370. Ward, J. C., Bitner, M. J. & Barnes, J. (1992). Measuring the prototypicality and meaning of retail environments. Journal of Retailing, 68(2), 194-220.
  • Warrington, P. & Shim, S. (2000). An empirical investigation of the relationship between product involvement and brand commitment. Psychology & Marketing, 17(9), 761-782.
  • Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12(3), 341-352.
Toplam 85 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İletişim ve Medya Çalışmaları
Bölüm Araştırma Makaleleri
Yazarlar

Uğur Kaçan 0000-0002-8532-5618

Nurhan Zeynep Tosun 0000-0003-0234-9647

Yayımlanma Tarihi 30 Haziran 2022
Gönderilme Tarihi 28 Aralık 2021
Yayımlandığı Sayı Yıl 2022 Sayı: 40

Kaynak Göster

APA Kaçan, U., & Tosun, N. Z. (2022). Gastronomik Deneyimin Marka Sadakatine Yansımaları. Türkiye İletişim Araştırmaları Dergisi(40), 17-39. https://doi.org/10.17829/turcom.1050108

Türkiye İletişim Araştırmaları Dergisi'nde yayımlanan tüm makaleler Creative Commons Atıf-Gayri Ticari 4.0 Uluslararası Lisansı ile lisanslanmıştır.