ÖZ BENLİĞİN MARKA SADAKATİ ÜZERİNDEKİ ETKİSİNİN DERMOKOZMETİK ÜRÜN PAZARI İÇİN İNCELENMESİ

Yıl 2020, Cilt: 6 Sayı: 2, 199 - 216, 29.08.2020

Sezer Korkmaz Ece Doğuç

Öz

Tüketici davranışı literatüründe özellikle markalar için önemli birer kavram olan öz benlik uyumu ve marka sadakati bu çalışmanın ana konusu olarak seçilmiştir. Bu doğrultuda çalışmanın amacı, öz benlik uyumunun marka sadakati üzerindeki doğrudan ve dolaylı etkilerini gösteren bir modeli test etmek olarak belirlenmiştir. Model, öz benlik uyumunun doğrudan, ürün ilgilenimi ve marka ilişki kalitesiyle dolaylı olarak marka sadakatini olumlu yönde etkilediğini ortaya koymaktadır. Araştırmanın örneklemini 303 dermokozmetik kullanıcısı oluşturmaktır. Dermokozmetik market büyüyen ve gelişen bir pazardır ve kullanıcıları her yaştan ve segmentten olduğu için araştırma konusu seçilmiştir. Veriler araştırma modelini desteklemektedir. Öz benlik uyumu marka sadakatini doğrudan olumlu etkilemektedir. Ayrıca marka ilişki kalitesi ve ürün ilgilenimi tam aracılık yaparak öz benlik uyumunun marka sadakati üzerindeki etkisini olumlu etkilemektedir. Tüm bu sonuçlar ışığında tüketicilerin kendi kişiliklerine uygun olarak marka/ürün tercih ettikleri dolayısıyla marka yöneticilerinin tüketici-marka ilişkisine çok daha fazla önem vermelerinin gerekliliği ortaya konulmuştur.

Anahtar Kelimeler

öz benlik uyumu, marka sadakati, ürün ilgilenimi, marka ilişki kalitesi

INVESTIGATION OF THE EFFECT OF THE SELF IMAGE CONGRUENCE ON BRAND LOYALTY FOR THE DERMOCOSMETIC PRODUCT MARKET

Öz

In the literature on consumer behavior, self-image congruence and brand loyalty, which are important concepts for brands, have been chosen as the main subject of this study. The aim of this study is to test a model showing the direct and indirect effects of self-image congruence on brand loyalty. The model posits that self-image congruence positively affects brand loyalty directly and indirectly through product involvement, and brand relationship qualityThe research sample of 303 dermocosmetic consumers was included in the study with questionnaires. The dermocosmetic market is a growing and developing market and since its users are from every age and segment, the research topic has been chosen. The data supports the research model. Self image congruence directly and positive affects brand loyalty. In addition, brand relationship quality and product involvement are fully mediated and have a positive impact on the self image congruence on brand loyalty. In the light of all these results, it is revealed that consumers prefer brand / product in accordance with their personalities and therefore brand managers should pay more attention to consumer-brand relationship.

Anahtar Kelimeler

self image congruence, brand loyalty, product involvement, brand relationship quality

Kaynakça

• Aaker D. A. (1996). Building Strong Brands. New York, NY: Free Press
• Aaker JL. Dimensions of brand personality. J Mark Res 1997;34(3):347–56.
• Aaker D. A. (1996). Building Strong Brands. New York, NY: Free Press
• Aaker J.L, Fournier S.S & Brasel, A. (2004) When Good Brands Do Bad. J Consum Res. 1-16.
• Abel, J. I., Buff, C. L., & O'Neill, J. C. (2013). Actual Self-Concept Versus Ideal Self-Concept: An Examination Of Image Congruence and Consumers In The Health Club Industry. Sport, Business and Management: An International Journal, 3(1), 78-96.
• Achouri, M. A., and Bouslama, N. (2010). The Effect of the Congruence between Brand Personality and Self-Image on Consumers' Satisfaction and Loyalty: A Conceptual Framework. IBIMA Business Review. 1-16
• Armutlu, C., ve Üner, M. M. (2009). Benlik İmajı Uyumu, Tüketici Tatmini ve Marka Sadakati İlişkisi Üzerine Görgül Bir Araştırma. Gazi Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 11(3), 1-26.
• Arnold, M. J., Reynolds, K. E., Ponder, N., & Lueg, J. E. (2005). Customer Delight in A Retail Context: Investigating Delightful and Terrible Shopping Experiences. Journal of Business Research, 58(8), 1132-1145.
• Aron, A. and Aron E.N. (1996) .Self And Self-Expansion in Relationships. Fletcher GJO, Fitness J, (editors). Knowledge Structures in Close Relationships: A Social Psychological Approach. Mahwah, NJ: Erlbaum, 325–44.
• Barış, G., (2018)., Ekonomik Krizler ve Ruj etkisi, Brandmap, Kasım, 21.-25.
• Belanche, D., Flavián, C., & Pérez-Rueda, A. (2017). Understanding interactive online advertising: Congruence and product involvement in highly and lowly arousing, skippable video ads. Journal of Interactive Marketing, 37, 75-88.
• Blackston, M. (1993). Beyond Brand Personality: Building Brand Relationships. In D. Aaker, and A. Biel (Eds.), Brand Equity And Advertising: Advertising's Role in Building Strong Brands (pp. 113e124). Hillsdale, NJ: Erlbaum.
• Bosnjak, M., Sirgy, M. J., Hellriegel, S., & Maurer, O. (2011). Postvisit Destination Loyalty Judgments. Journal of Travel Research, 50, 496–508.
• Cosmetic Industry, Statistics and facts (2019) 25.01.2020 tarihinde https://www.statista.com/topics/3137/cosmetics-industry/ adresinden alınmıştır.
• Cosmetic Market Size, Share, İndustry Trends And Analysis. (2019) 25.01.2020 tarihinde https://www.alliedmarketresearch.com/cosmetics-market adresinden alınmıştır.
• Das, G. (2014). Impacts Of Retail Brand Personality And Self-Congruity On Store Loyalty: The Moderating Role Of Gender. Journal of Retailing and Consumer services, 21(2), 130-138.
• Ericksen, M. K., and Sirgy, M. J. (1992). Employed Females’ Clothing Preference, Self-image Congruence, And Career Anchorage. Journal of Applied Social Psychology, 22, 408–422.
• Ferreira, A. G., and Coelho, F. J. (2015). Product involvement, price perceptions, and brand loyalty. Journal of Product & Brand Management. 24 (4), 349–364
• Fournier, S.M. (1994). A Consumer–Brand Relationship Framework for Strategic Brand Management. Published dissertation. Ann Arbor (MI): UMI
• Fournier, S.M. (1998). Consumers And Their Brands: Developing Relationship Theory in Marketing. J Consum Res, 24(3):343–73.
• Francisco-Maffezzolli, E. C., Semprebon, E., & Prado, P. H. M. (2014). Construing loyalty through brand experience: The mediating role of brand relationship quality. Journal of Brand Management, 21(5), 446-458.
• Fu, X., Kang, J., and Tasci, A. (2017). Self-congruity and flow as antecedents of attitude and loyalty towards a theme park brand. Journal of Travel & Tourism Marketing, 34(9), 1261-1273.
• Graeff, T. R. (1997). Consumption Situations And The Effects Of Brand ımage On Consumers' Brand Evaluations. Psychology & Marketing, 14(1), 49-70.
• Hair, J.F.Jr, Black, W.C., Babin, B.J., Anderson, R.E. & Tatham, R.L. (2005). Multivariate Data Analysis (6th Edition). Pearson, Prentice Hall, New Jersey
• Hayes, A. F. (2013). Introduction To Mediation, Moderation, And Conditional Process Analysis: A Regression-Based Approach., New York: Guilford Publications.
• Huang, C. C., Fang, S. C., Huang, S. M., Chang, S. C., & Fang, S. R. (2014). The impact of relational bonds on brand loyalty: the mediating effect of brand relationship quality. Managing Service Quality. 24(2), 184-204. Hudson, S., Roth, M. S., Madden, T. J., & Hudson, R. (2015). The Effects Of Social Media On Emotions, Brand Relationship Quality, And Word Of Mouth: An Empirical Study Of Music Festival Attendees. Tourism Management, 47, 68-76.
• Ibrahim, H., and Najjar, F. (2008). Assessing The Effects Of Self-Congruity, Attitudes And Customer Satisfaction On Customer Behavioural Intentions in Retail Environment. Marketing Intelligence & Planning, 26(2), 207-227.
• Jamal, A., and Goode, M. M. (2001). Consumers And Brands: A Study Of The Impact Of Self-image Congruence On Brand Preference And Satisfaction. Marketing Intelligence & Planning, 19(7), 482-492.
• Kang, J., Tang, L., and Lee, J. Y. (2015). Self-congruity and functional congruity in brand loyalty. Journal of Hospitality & Tourism Research, 39(1), 105-131.
• Kressmann, F., Sirgy, M. J., Herrmann, A., Huber, F., Huber, S., & Lee, D. J. (2006). Direct And Indirect Effects Of Self-image Congruence On Brand Loyalty. Journal of Business research, 59(9), 955-964.
• Krystallis, A., and Chrysochou, P. (2014). The effects of service brand dimensions on brand loyalty. Journal of Retailing and Consumer Services, 21(2), 139-147.
• Koç, F., Kaya, N., Özbek, V., ve Akkılıç, M. E. (2014). Algılanan Fiyat İle Tüketici Güveni Arasında Algılanan Hizmet Kalitesinin Aracı Etkisi: Bankacılık Ve Gsm Sektörlerinin Karşılaştırılmasına Yönelik Bir Araştırma. Pazarlama Ve Pazarlama Araştırmaları Dergisi, 13: 1-26.
• Lesschaeve, I., and Bruwer, J. (2010). The importance of consumer involvement and implications for new product development. In Consumer-driven innovation in food and personal care products (pp. 386-423). Woodhead Publishing.
• Levy, S. (1959). Symbols For Sale. Harvard Business Review, 37, 117–124.
• Liu, F., Li, J., Mizerski, D., & Soh, H. (2012). Self‐Congruity, Brand Attitude, And Brand Loyalty: A Study On Luxury Brands. European Journal of Marketing, 46, 922–937.
• Mangleburg, T. F., Sirgy, M. J., Grewal, D., Axsom, D., Hatzios, M., Claiborne, C. B., & Bogle, T. (1998). The Moderating Effect Of Prior Experience in Consumers' Use Of User-Image Based Versus Utilitarian Cues in Brand Attitude. Journal of Business and Psychology, 13(1), 101-113.
• Milam, E. C., and Rieder, E. A. (2016). An Approach to Cosmeceuticals. Journal of drugs in dermatology: JDD, 15(4), 452-456.
• Mothersbaugh, D. L. And Hawkins, D. I. (2015). Consumer Behavior: Building Marketing Strategy. (Thırteenth Edıtıon) New York: Mcgraw-Hill Higher Education.
• Moulard, J. G., Garrity, C. P., & Rice, D. H. (2015). What Makes A Human Brand Authentic? Identifying The Antecedents Of Celebrity Authenticity. Psychology & Marketing, 32(2), 173-186.
• Nam, J., Ekinci, Y., and Whyatt, G. (2011). Brand equity, brand loyalty and consumer satisfaction. Annals of tourism Research, 38(3), 1009-1030.
• O'Malley, L., and Tynan, C. (2001). Reframing Relationship Marketing For Consumer Markets. Interactive Marketing, 2(3), 240-246.
• Park, S. Y., and Lee, E. M. (2005). Congruence Between Brand Personality And Self-image, And The Mediating Roles Of Satisfaction And Consumer-Brand Relationship On Brand Loyalty. ACR Asia-Pacific Advances. 6, 39-45.
• PAGEV (2017) Türkiye Plastik Kozmetik Ambalaj Sektör İzleme Raporu, 10.02.2020 tarihinde https://www.pagev.org/upload/files/Hammadde%20Yeni%20Tebliğ%20Bilg.%203/Türkiye%20Plastik%20Kozmetik%20Ambalaj%20Sektör%20Raporu%202017%206%20Ay.pdf adresinden alınmıştır.
• Quester, P., and Lin Lim, A. (2003). Product Involvement/Brand Loyalty: Is There A Link?. Journal of Product and Brand Management, 12(1), 22-38
• Richins, M. L., and Bloch, P. H. (1986). After The New Wears Off: The Temporal Context Of Product Involvement. Journal of Consumer research, 13(2), 280-285.
• Rezza, A. M. (2018). The Role of Consumer’s Self-Congruence in the Formation of Brand Attitude. Jurnal Sekretaris dan Administrasi Bisnis, 2(1), 11-18
• Rosenberg, M. (1989). Self-Concept Research: A Historical Overview. Social forces, 68(1), 34-44.
• Rothschild, M. L. (1984). Perspectives On Involvement: Current Problems And Future Directions. ACR North American Advances.216-217
• Schiffman, L. G. and Kanuk, L. L. (2006) Consumer Behavior, New Jersey, Prentice Hall International.
• Şencan, H.(2002), Bilimsel Yazım, İstanbul Üniversitesi, İşletme Fak.Yayınları no:283.
• Sencan, N., Duman, G., ve Koparan, M. (2008). Community pharmacists and cosmetics: Current state in Turkey. Ankara Üniversitesi Eczacılık Fakültesi Dergisi, 37(4), 269-284. Sheeraz, M., Masood, M., & Hameed, I. (2018). Self-Congruence Facets and Emotional Brand Attachment: The Role of Product Involvement and Product Type. Pakistan Journal of Commerce and Social Sciences, 12(2), 598-616.
• Sirgy, M. J. (1985). Using Self-Congruity And Ideal Congruity To Predict Purchase Motivation. Journal of business Research, 13(3), 195-206.
• Sirgy MJ, Samli C.A.(1985). A Path Analytic Model Of Store Loyalty Involving Selfconcept, Store Image, Socio-Economic Status, and Geographic Loyalty. J Acad Mark Sci, 13(2):265–91.
• Sirgy, M. J., Johar, J. S., Samli, A. C., & Claiborne, C. B. (1991). Self-Congruity Versus Functional Congruity: Predictors Of Consumer Behavior. Journal of the Academy of Marketing Science, 19: 363–375.
• Sirgy, M. J., Grewal, D., & Mangleburg, T. (2000). Retail Environment, Self-Congruity, And Retail Patronage: An Integrative Model And A Research Agenda. Journal of Business research, 49(2), 127-138.
• Sirgy, M. J., and Su, C. (2000). Destination Image, Self-Congruity, And Travel Behavior: Toward An İntegrative Model. Journal of Travel Research, 38(4), 340-352.
• Sirgy, M. J., Lee, D.-J., Johar, J. S., & Tidwell, J. (2008). Effect Of Self-Congruity With Sponsorship On Brand Loyalty. Journal of Business Research, 61, 1091–1097.
• Sirgy, M. J. (2015). The Self-Concept In Relation To Product Preference And Purchase İntention. In Marketing Horizons: A 1980's Perspective (pp. 350-354). Springer, Cham.
• Sirgy, M. J. (2018). Self-Congruity Theory in Consumer Behavior: A little history. Journal of Global Scholars of Marketing Science, 28(2), 197-207.
• Srivastava, K., and Sharma, N. K. (2011). Exploring the multidimensional role of involvement and perceived risk in brand extension. International Journal of Commerce and Management. 21(4), 410-427.
• Smit, E., Bronner, F., & Tolboom, M. (2007). Brand Relationship Quality And Its Value For Personal Contact. Journal of business research, 60(6), 627-633.
• Suh, J. C., and Youjae, Y. (2006). When Brand Attitudes Affect The Customer Satisfaction‐Loyalty Relation: The Moderating Role Of Product İnvolvement. Journal of Consumer Psychology, 16(2), 145-155.
• Tambo, E., Almeer, H., & Alshamrani, Y. (2016). Health and Beauty Cosmeceuticals Industry and Market Expansion in Saudi Arabia. Pharmaceut Reg Affairs, 5(172), 1-5.
• T.C. Resmi Gazete. Sağlık Bakanlığı Kozmetik Yönetmeliği. 23.05.2005. Sayı: 25823
• Thorbjørnsen, H., Supphellen, M., Nysveen, H., &Egil, P.(2002). Building Brand Relationships Online: A Comparison Of Two Interactive Applications. Journal of interactive marketing, 16(3), 17-34.
• Tektaş, Ö. Ö., ve Uğur, B. (2018). Benlik Uyumu ve Fonksiyonel Uyumun Tüketici-Marka Bağı Üzerindeki Etkisi: Cep Telefonu Kullanıcıları Üzerine Bir Çalışma. Pazarlama ve Pazarlama Araştırmaları Dergisi, 22, 249-272
• TOBB. (2018). Türkiye Kozmetik ve Temizlik Ürünleri Sanayi Raporu 09.02.2020 tarihinde https://www.tobb.org.tr/Documents/yayinlar/2018/T.Kozmetik%20ve%20Temizlik%20Ürünleri%20Sanayi%20Meclis%20Sektör%20Raporu%202017.pdf adresinden alınmıştır.
• Unal, S., and Aydın, H. (2013). An Investigation On The Evaluation Of The Factors Affecting Brand Love. Procedia-Social and Behavioral Sciences, 92, 76-85.
• Yasin, B. (2009). The role of gender on Turkish consumers' decision-making styles. ACR Asia-Pacific Advances.
• Yusof, J. M., and Ariffin, S. (2016). The influence of self-congruity, functional image, and emotional attachment on loyalty. Procedia Economics and Finance, 37, 350-357.
• Zaichkowsky, J. L. (1985). Measuring The Involvement Construct. Journal of Consumer Research, 12: 341–352.
• Zhang, K. Z., Benyoucef, M., & Zhao, S. J. (2016). Building Brand Loyalty in Social Commerce: The Case Of Brand Microblogs. Electronic Commerce Research and Applications, 15, 14-25.