The Effect Of Luxurious Brand Value Perception On Loyalty Formation

Öz

Today, competition conditions that are increasing day by day reveal the problem of how brands can make their consumers loyal. In this context, in this research, it is aimed to reveal the effect of consumers' value perceptions towards luxury brand perfumes on the formation of brand loyalty. The research was carried out on 368 people who were reached by convenience sampling method on social media. However, the answers of 47 people who use luxury brand perfumes between 0-1 years and the perfume brand specified by the participant is not on the list in the survey were not included in the analysis, and the analyzes were carried out on 321 people. Correlation analysis was used in order to examine the relationship between consumers' level of brand loyalty towards luxury brands and their perceptions of luxury perfume brands. Multiple regression analysis was used to determine the dimensions of value perception that affect consumers' loyalty levels towards luxury brand perfumes. Research results include functional value (Standard Beta=0.30 p=0.00<0.01) and experiential value (Standard Beta=0.31 p=0.00) among functional, experiential and symbolic dimensions of value perception for luxury brands dimensions have a significant effect on the consumer's loyalty level towards luxury brand perfume.

Anahtar Kelimeler

• Luxury Brand
• Brand Loyalty
• Perception

Lüks Marka Değeri Algısının Sadakat Oluşumu Üzerindeki Etkisi

Öz

Günümüzde her geçen gün daha da artan rekabet koşulları markaların tüketicilerini sadık hale nasıl getirebilecekleri sorunsalını ortaya çıkarmaktadır. Bu bağlamda bu araştırmada tüketicilerin lüks marka parfümlere yönelik değer algılarının marka sadakati oluşumundaki etkisini ortaya çıkarmak amaçlanmıştır. Araştırma sosyal medya üzerinde kolayda örnekleme yöntemiyle ulaşılmış 368 kişi üzerinde gerçekleştirilmiştir. Ancak lüks marka parfümü 0-1 yıl arası kullananlar ve katılımcının belirtmiş olduğu parfüm markasının ankette yer alan listede olmayan 47 kişinin verdiği cevaplar analize dahil edilmeyip, analizler 321 kişi üzerinde gerçekleştirilmiştir. Tüketicilerin lüks marka yönelik marka sadakat düzeyi ile lüks parfüm markalarına yönelik algıları arasındaki ilişkiyi incelemek üzere korelasyon analizi; tüketicilerin lüks marka parfüme yönelik sadakat düzeyleri üzerinde etkili olan değer algısı boyutlarını belirlemek amacıyla ise çoklu regresyon analizi kullanılmıştır. Araştırma sonuçları lüks markalara yönelik değer algısı boyutları olan fonksiyonel, deneyimsel ve sembolik boyutları içinden fonksiyonel değer (Standart Beta=0,30 p=0,00<0,01) ve deneyimsel değer (Standart Beta=0,31 p=0,00<0,01) boyutlarının tüketicinin lüks marka parfüme yönelik sadakat düzeyi üzerinde anlamlı bir etkiye sahip olduğunu ortaya koymuştur.

Anahtar Kelimeler

• Lüks Marka
• Marka Sadakati
• Algı

Kaynakça

1. Allan, K. (2011). Contemporary Social and Sociological Theory: Visualing Social Worlds. 2. Ed., USA: Sage.
2. Atwal, G. & Williams, A. (2017). Luxury Brand Marketing – The Experience Is Everything!, içinde (Ed.). Jean-Noel Kapferer, Joachim Kernstock, Tim Oliver Brexendorf & Shaun M. Powell. Advances in Luxury Brand Management (43-57). Switzerland: Palgrave Macmillan.
3. Bloemer, J. M. M. & Kasper, H. D. P. (1995). The Complex Relationship Between Consumer Satisfaction and Brand Loyalty. Journal of Economic Psychology 16, 311-329.
4. Bowen, E. K. & M. K. Starr. (1994). Basic Statistics for Business and Economics. McGraw Hill, s. 372.
5. Büyüköztürk, Ş. (2006). Sosyal Bilimler İçin Veri Analizi El Kitabı. 6. Basım. İstanbul: Pegem Yayınları.
6. Brandirectory. Erişim Adresi: https://brandirectory.com/rankings/luxury-and-premium/table
7. 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, 81-93.
8. Chevalier, M. & Mazzalovo, G. (2012). Luxury Brand Management: A World of Privilege. 2nd Ed. Singapore: John Wiley & Sons Singapore Pte.

9. Consuegra, D. M., Diaz, E., Gomez, M. & Molina, A. (2019). Examining Consumer Luxury Brand-Related Behavior Intentions in a Social Media Context: The Moderating Role of Hedonic and Utilitarian Motivations. Physiology & Behavior 200, 104-110.
10. Delgado-Ballester, E & Fernandez Sabiote, E. (2015). Brand Experimental Value Versus Brand Functional Value: Which Matters More for the Brand?. European Journal of Marketing 49(11/12), 1857-1879.
11. Gegez, A. E. (2007). Pazarlama Araştırmaları. 2. Basım. İstanbul: Beta Yayınları.
12. Hung, K. P., Chen, A. H., Peng, N., Hackley, C., Tiwaskul, R. A. & C-I Chou. (2011). Antecedents of Luxury Brand Purchase Intention. Journal of Product & Brand Management 20(6), 457–467.
13. Jansson-Boyd, C. V. (2010). Consumer Psychology. New York: McGraw-Hill.
14. Kapferer, J. N. (2012). Abundant Rarity: The Key to Luxury Growth. Business Horizons 55, 453-462.
15. Kapferer, J. N. (2014). The Artification of Luxury: From Artisans to Artists. Business Horizons 57, 371-380.
16. Kapferer, J. N., & Bastien, V. (2009). The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands. UK: KoganPage.
17. Keller, K. L. (2012). Strategic Brand Management Building, Measuring, and Managing Brand Equity. 4th Edition-Prentice Hall.
18. Kim, C. K., Han, D., & S-B Park. (2001). The Effect of Brand Personality and brand Identification on Brand Loyalty: Applying the Theory of Social Identification. Japanese Psychological Research 43(4), 195–206.
19. Kline, R. B. (2011). Principles and Practice of Structural Equation Modeling. New York: Guilford Press.
20. Kwon, J. H., Seo, Y., & Ko, D. (2016). Effective Luxury-Brand Advertising: The ES-IF Matching (Entity- Symbolic Versus Incremental-Functional) Model. Journal of Advertising 45(4), 459-471.
21. Larraufie, A. F. M., & Kourdoughli, A. (2014) The E-Semiotics of Luxury. Journal of Global Fashion Marketing 5(3), 197-208.
22. Lee, J. E. & Watkins, B. (2016). YouTube Vloggers’ Influence on Consumer Luxury Brand Perceptions and Intentions. Journal of Business Research 69, 5753-5760.
23. Mark, N. (2014). Social Media and Luxury Fashion Brands in China: The Case of Coach. Journal of Global Fashion Marketing 5(3), 251-265.
24. Mozota, B. B. D. (2003). Design Management Using Design to Build Brand Value and Corporate Innovation. Allworth Communications.
25. Nia, A., & Zaichkowsky, J. L. (2000). Do Counterfeits Devalue the Ownership of Luxury Brands?. Journal of Product & Brand Management 9(7), 485-497.
26. Okonkwo, U. (2009). Sustaining the Luxury Brand on the Internet. Brand Management 16 (5/6), 302-310.
27. Oliver, R. L. (1999). Whence Consumer Loyalty?. Journal of Marketing 63, 33-44.
28. Qiu, Q., Wang, Y., Richard, J., & Wang, X. (2017). The Impact of Country of Brand Image on Symbolic Value of Luxury Brands. Asian Journal of Business Research 7(1), 94-122.
29. Quach, S., & Thaichon, P. (2017). From Connoisseur Luxury to Mass Luxury: Value Co-Creation and Co-Destruction in the Online Environment. Journal of Business Research 81, 163-172.
30. Ramchandani, M., & Coste-Mani re, I. (2012). Asymmetry in Multi-Cultural Luxury Communication: A Comparative Analysis on Luxury Brand Communication in India and China. Journal of Global Fashion Marketing 3(2), 89-97.
31. Schivelbusch, W. (2012). Keyif Verici Maddelerin Tarihi. (Çev.). Zehra Aksu Yılmazer. Ankara: Genesis Kitap.
32. Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why We Buy What We Buy: A Theory of Consumption Values. Journal of Business Research 22, 159-170.
33. Shukla, P. & Purani, K. (2012). Comparing the Importance of Luxury Value Perceptions in Cross-National Contexts. Journal of Business Research 65, 1417–1424.
34. Som, A. & Blanckaert, C. (2015). The Road to Luxury: The Evolution, Markets, and Strategies of Luxury Brand Management. Singapore: John Wiley & Sons Singapore Pte.
35. Trigg, A. B. (2004). Deriving the Engel Curve: Pierre Bourdieu and the Social Critique of Maslow's Hierarchy of Needs. Review of Social Economy 62(3), 393-406.
36. Truong, Y. (2010). Personal Aspirations and the Consumption of Luxury Goods. International Journal of Market Research 52(5), 653-671.
37. Turunen, L. L. M. (2018). Interpretations of Luxury: Exploring the Consumer Perspective. Switzerland: Palgrave Macmillen.
38. Yeoman, I. (2011). The Changing Behaviours of Luxury Consumption. Journal of Revenue and Pricing Management 10(1), 47-50.
39. www2.deloitte.com/content/dam/Deloitte/at/Documents/consumer-business/at-global-powers-luxury-goods-2020.pdf