THE IMPACT OF BRAND PRESTIGE AND CREDIBILITY ON BRAND LOYALTY: AN APPLICATION IN AUTOMOTIVE SECTOR
Öz
The main purpose of this study is to identify the impact of brand prestige and credibility in automotive sector on brand loyalty. Besides this primary purpose, it also aims to determine the impact of brand prestige and credibility on the variables of perceived quality, perceived risk, diminishing costs of information and perceived monetary value as well as the impact of these variables on brand loyalty. Conducted on car owners living in Erzurum, the research employs survey method with a sample of 573 people to obtain data. Arithmetic means, standard deviation, frequency distribution, reliability analysis, confirmatory factor analysis, and regression analysis are used in data analysis. Analyses are conducted via Lisrel 8.51 and SPSS 20.0 pocket statistical software. In the light of the regression analyses conducted in the research, it identifies that brand prestige and credibility has a significant and positive impact on brand loyalty, perceived quality, diminishing costs of information and perceived monetary value. In addition, it is also determined that perceived quality, diminishing costs of information and perceived monetary value have a significant and positive impact on brand loyalty.
Anahtar Kelimeler
Brand Credibility,Brand Prestige,Brand Loyalty,Automotive Sector
Kaynakça
- Akturan, U. ve Bozbay, Z. (2016). Markaya Sahip Olan ve Olmayan Tüketicilerin Markaya Yönelik Kredibilite ve Değer Algısı Farkı. Uluslararası İktisadi ve İdari İncelemeler Dergisi, (16), 139-152.
- Alam, A., Arshad, M. U. ve Shabbir, S. A. (2012). Brand Credibility, Customer Loyalty and The Role of Religious Orientation. Asia Pacific Journal of Marketing and Logistics, 24 (4), 583-598. Aşkın, N. ve İpek, İ. (2016). Marka Aşkının Marka Deneyimi ile Marka Sadakati Arasındaki İlişkiye Aracılık Etkisi. Ege Akademik Bakış, 16 (1), 79-94.
- Baek, T. H., Kim, J. ve Yu, J. H. (2010). The Differential Roles of Brand Credibility and Brand Prestige in Consumer Brand Choice. Psychology and Marketing, 27 (7), 662-678. Baek, T. H. ve King, K. W. (2011). Exploring The Consequences of Brand Credibility in Services. Journal of Services Marketing, 25/4, 260-272. Chepchirchir, J. ve Leting, M. (2015). Effects of Brand Quality, Brand Prestige on Brand Purchase Intention of Mobile Phone Brands: Empirical Assessment from Kenya. International Journal of Management Science and Business Administration, 1 (11), 7-14.
- Choi, Y. G., Ok, C. M. ve Hyun, S. S. (2017). Relationships Between Brand Experiences, Personality Traits, Prestige, Relationship Quality, and Loyalty An Empirical Analysis of Coffeehouse Brands. International Journal of Contemporary Hospitality Management, 29 (4), 1185-1202. Çokluk, Ö., Şekercioğlu, G. ve Büyüköztürk, Ş. (2012) Sosyal Bilimler İçin Çok Değişkenli İstatistik SPSS ve LISREL Uygulamaları (2. Baskı). Ankara: Pegem Akademi
- 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. Erdem, T. ve Swait, J. (1998). Brand Equity as A Signaling Phenomenon. Journal of Consumer Psychology, 7 (2), 131-157.
- Erdem, T. ve Swait, J. (2004). Brand Credibility, Brand Consideration, and Choice, Journal of Consumer Research. Vol. 31, No.1, 191-198.
- Erdem, T., Swait, J. ve Valenzuela, A. (2006). Brands as Signals: A Cross-Country Validation Study. Journal of Marketing, 70 (1), 34-49.
- Erdem, T. ve Swait, J. (2016). The Information-Economics Perspective on Brand Equity. Foundations and Trends in Marketing, 10 (1), 1-59. Erdoğmuş, İ. ve Turan, I. B. (2012). The Role of Personality Congruence, Perceived Quality and Prestige on Ready-to-Wear Brand Loyalty. Journal of Fashion Marketing and Management, 16 (4), 399-417. Gilaninia, S., Ganjinia, H., Moridi, A. ve Rahimi, M. (2012). The Dıfferential Roles of Brand Credibility and Brand Prestige in The Customers' Purchase Intention. Kuwait Chapter of Arabian Journal of Business and Management Review, 2 (2), 1-9.
- Hanzaee, K. H. ve Taghipourian, M. J. (2012). The Effects of Brand Credibility and Prestige on Consumers Purchase Intention in Low and High Product Involvement. Journal of Basic and Applied Scientific Research, 2 (2), 1291-2012.
- Hashmi, F. K. H., Khalid, F., Akram, M. A., Saeed, U. ve Rizwan, M. (2014). An Empirical Study of Brand Loyalty on Samsung Electronics in Pakistan. Journal of Sociological Research, 5 (1), 350-364. Hwang, J. ve Hyun, S. S. (2012). The Antecedents and Consequences of Brand Prestige in Luxury Restaurants. Asia Pacific Journal of Tourism Research, 17 (6), 656-683. Hwang, J. ve Han, H. (2016). A Model of Brand Prestige Formation in The Casino Industry. Journal of Travel and Tourism Marketing, 33, 1106–1123. Jin, N. (P.), Line, N. ve Merkebu, J. (2016). The Impact of Brand Prestige on Trust, Perceived Risk, Satisfaction, and Loyalty in Upscale Restaurants. Journal of Hospitality Marketing and Management, 25 (5), 523-546. Kia, F. T. (2016). Brand Credibility and Brand Prestige on Influencing Purchase a Mobile Brand. The Social Sciences, 11 (9), 2200-2205.