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FİRMA KREDİBİLİTESİ ve REKLAMA YÖNELİK TUTUMUN MARKA DENKLİĞİ BOYUTLARI ÜZERİNDEKİ ETKİLERİNİN İNCELENMESİ

Yıl 2021, , 49 - 60, 29.01.2021

Pınar Başgöze Öznur Özkan Tektaş Canan Eryiğit

https://doi.org/10.51551/verimlilik.689307

Öz

Amaç: Tüketici temelli marka denkliği, işletmelerin müşterileri ile daha uzun soluklu ilişkiler geliştirmesi noktasında stratejik öneme sahiptir. Markaların pazarlama iletişimi faaliyetleri, hedef kitlenin markaya yönelik daha kolay bilgi edinmesini ve tepki vermesini sağlayarak iletişim verimliliğini ve marka denkliğini olumlu yönde etkileyebilecektir. Dolayısıyla bu çalışmanın amacı, firma kredibilitesi ve tüketicilerin reklama yönelik tutumlarının, tüketici temelli marka denkliği boyutları üzerindeki etkilerinin saptanmasıdır.
Yöntem: Tanımlayıcı, nicel tasarıma sahip çalışmada, spor endüstrisinde faaliyet gösteren bir firma özelinde 210 bireysel tüketiciden anket yöntemiyle veri toplanmıştır. Ankette; reklama yönelik tutum, firma kredibilitesi, tüketici temelli marka denkliği ölçekleri yer almaktadır. Marka denkliği; marka sadakati, algılanan kalite ve marka farkındalığı/çağrışımları olmak üzere 3 boyutla ölçülmektedir. Hipotezlerin test edilmesi için toplanan veriye Yol Analizi uygulanmıştır.
Bulgular: Çalışmanın sonuçlarına göre, firma kredibilitesi marka sadakatini istatistiksel olarak anlamlı düzeyde olumlu etkilemektedir. Benzer şekilde, firma kredibilitesinin algılanan kalite üzerinde istatistiksel olarak anlamlı düzeyde olumlu etkisi vardır.
Özgünlük: Çalışma, önceki çalışmalardan farklı olarak, reklama yönelik tutum ile firma kredibilitesinin, tüketici temelli marka denkliğinin alt boyutları üzerindeki etkilerini ayrı ayrı incelemesi bakımından literatüre katkı sağlar niteliktedir.

Anahtar Kelimeler

Firma Kredibilitesi Reklama Yönelik Tutum Marka Denkliği.

Kaynakça

  • • AAKER, D. A. (1991), Managing Brand Equity, Free Press.
  • • AAKER, D. A. (1996), Building Strong Brands, Free Press.
  • • ADETUNJI, R. R., RASHID, S. M. ve ISHAK, M. S. (2018), Social Media Marketing Communication and Consumer-Based Brand Equity: An Account of Automotive Brands in Malaysia, Jurnal Komunikasi: Malaysian Journal of Communication, 34 (1), 1-19.
  • • ANDERSON, J. C. ve GERBING, D. W. (1988), Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach, Psychological Bulletin, 103 (3), 411-423.
  • • BAILEY, R. ve BALL, S. (2006), An Exploration of The Meanings of Hotel Brand Equity. The Service Industries Journal, 26 (1), 15-38.
  • • BAALBAKI, S. ve GUZMÁN, F. (2016), A Consumer-Perceived Consumer-Based Brand Equity Scale, Journal of Brand Management, 23 (3), 229-251.
  • • BATRA, R. ve MICHAEL, L. R. (1986), Affective Responses Mediating Acceptance of Advertising, Journal of Consumer Research, 13 (September), 234-49.
  • • BECKER-OLSEN, K. L., CUDMORE, B. A. ve HILL, R. P. (2006), The Impact of Perceived Corporate Social Responsibility on Consumer Behavior, Journal of Business Research, 59 (1), 46-53.
  • • BHARADWAJ, S. G., VARADARAJAN, P. R. ve FAHY, J. (1993), Sustainable Competitive Advantage in Service Industries: A Conceptual Model and Research Propositions, Journal of Marketing, 57 (4), 83-99.
  • • BOGDAN, R. C. ve BIKLEN, S. K. (1998), Qualitative Research in Education: An Introduction to Theory and Methods (3rd ed.), Needham Heights, MA: Allyn & Bacon.
  • • BRAVO, R., FRAJ, E. ve MARTINEZ, E., (2007), Family as a Source of Consumer-Based Brand Equity, The Journal of Product and Brand Management, 16 (3): 188–99.
  • • BRUNELLO, A., (2013), The Relationship Between Integrated Marketing Communication and Brand Equity, International Journal of Communication Research, 3 (1), 9.
  • • BUIL, I., DE CHERNATONY, L. ve MARTINEZ, E. (2013), Examining The Role of Advertising and Sales Promotions in Brand Equity Creation, Journal of Business Research, 66 (1), 115-122.
  • • CASTELLAN, C. M. (2010), Quantitative and qualitative research: A view for clarity, International Journal of Education, 2 (2), 1.
  • • COBB-WALGREN, C. J., RUBLE, C. A. ve DONTHU, N. (1995), Brand Equity, Brand Preference and Purchase Intent, Journal of Advertising, 24 (3), 25-40.
  • • DATTA, H., AILAWADI, K. L. ve VAN HEERDE, H. J. (2017), How Well Does Consumer-Based Brand Equity Align with Sales-Based Brand Equity and Marketing-Mix Response?, Journal of Marketing, 81 (3), 1-20.
  • • DELGADO-BALLESTER, E., NAVARRO, A. ve SICILIA, M. (2012), Revitalizing Brands Through Communication Messages: The Role of Brand Familiarity, European Journal of Marketing. 1/2, 31-51.
  • • DE CHERNATONY, L., (2010), From Brand Vision to Brand Evaluation, Routledge.
  • • DURUKAN, T. ve KARTAL, C. (2008), Küresel İşletmelerin Marka Değerlemesine Yönelik Kavramsal Bir Çalışma, Niğde Üniversitesi İİBF Dergisi, 1 (1), 25-32.
  • • ERDEM, T., SWAIT, J. (1998), Brand Equity as a Signaling Phenomenon, Journal of Consumer Psychology, 7, 131–157.
  • • ERDEM, T. ve SWAIT, J. (2004), Brand Credibility, Brand Consideration and Brand Choice, Journal of Consumer Research, 31, 191-198.
  • • FARQUHAR, G. D. (1989), Models of Integrated Photosynthesis of Cells and Leaves, Philosophical Transactions of the Royal Society of London, B, Biological Sciences, 323 (1216), 357-367.
  • • GÜLER, S. (2015), Bütünleşik Pazarlama İletişimi Algısının ve İletişim Araçlarının Marka Denkliği Üzerindeki Etkileri: Havayolu Şirketleri Üzerine Bir Çalışma, Yüksek Lisans Tezi, Doğuş Üniversitesi Sosyal Bilimler Enstitüsü.
  • • GOLDSMITH, R. E., LAFFERTY, B. A. ve NEWELL, S. J., (2000), The Impact of Corporate Credibility and Celebrity Credibility on Consumer Reaction to Advertisements and Brands, Journal of Advertising, 29 (3), 43-54.
  • • HA, M. (2020), Investigating Green Brand Equity and Its Driving Forces, Management Science Letters, 10 (10), 2385-2394.
  • • HAIR, J. F., BUSH, R. P. ve ORTINAU, D. J. (2005), Marketing Research: A Practical Approach for the New Millennium, Irwin Professional Publishing.
  • • HERBIG, P. ve MILEWICZ, J. (1995), To Be or not to Be... Credible That Is: A Model of Reputation and Credibility Among Competing Firms, Marketing Intelligence & Planning, 13 (6), 24-33.
  • • HOVLAND, C. I., JANIS, I. L. ve KELLEY, H. H. (1953), Communication and Persuasion: Psychological Studies of Opinion Change, Yale University Press.
  • • HSU, K. T. (2012), The Advertising Effects of Corporate Social Responsibility on Corporate Reputation and Brand Equity: Evidence from The Life Insurance Industry in Taiwan, Journal of Business Ethics, 109 (2), 189-201.
  • • JAHANZEB, S., FATIMA, T. ve MOHSIN BUTT, M., (2013), How Service Quality Influences Brand Equity: The Dual Mediating Role of Perceived Value and Corporate Credibility, International Journal of Bank Marketing, 31 (2), 126-141.
  • • JONES, T. L., BAXTER, M. A. J. ve KHANDUJA, V. (2013), A Quick Guide to Survey Research, The Annals of the Royal College of Surgeons of England, 95 (1), 5-7.
  • • KAVAK, B. (2013), Pazarlama ve Pazar Araştırmaları: Tasarım ve Analiz, Detay Yayıncılık.
  • • KELLER, K. L. (1993), Conceptualizing, Measuring and Managing Customer-Based Brand Equity, Journal of Marketing, 57 (1), 1-22.
  • • KELLER, K. L. (1998), Strategic Brand Management: Building, Measuring and Managing Brand Equity, Prentice Hall.
  • • KELLER, K. L. (2001), Mastering the Marketing Communications Mix: Micro and Macro Perspectives on Integrated Marketing Communication Programs, Journal of Marketing Management, 17 (September), 819-847.
  • • KELLER, K. L. (2007), Advertising and Brand Equity, GJ TELLIS, T. AMBLER, Handbook of Advertising, SAGE.
  • • KELLER, K. L. (2013), Strategic Brand Management, Building, Measuring and Managing Brand Equity, Pearson.
  • • KIRMANI, A. ve CAMPBELL, M. C. (2009), Taking The Target’s Perspective: The Persuasion Knowledge Model, Social Psychology of Consumer Behavior, 297-316.
  • • KOTLER, P. ve AMSTRONG, G. (2014), Principle of Marketing, Pearson Prentice Hall.
  • • KURTULUŞ, K. (2006), Pazarlama Araştırmaları, Literatür Yayıncılık.
  • • LABARBERA, (1982), Overcoming No-Reputation Liability Through Documentation and Advertising Regulation, Journal of Marketing Research, 19 (2), 223-228.
  • • LAFFERTY, B. A., GOLDSMITH, R. E., (2004), How Influential Are Corporate Credibility and Endorser Attractiveness When Innovators React to Advertisements for a New High-Technology Product?, Corporate reputation review, 7 (1), 24-36.
  • • LUTZ, R. J. (1985), Affective and Cognitive Antecedents of Attitude Toward The Ad: A Conceptual Framework, Psychological process and advertising effects: Theory, research and application, 45-63.
  • • MACKENZIE, S. B. ve RICHARD, J. L. (1989), An Empirical Examination of the Structural Antecedents of Attitude-toward-the-ad in an Advertising Pretesting Context, Journal of Marketing, 53 (April), 48-65.
  • • MADHAVARAM, S., BADRINARAYANAN, V. ve MCDONALD, R. E. (2005), Integrated Marketing Communication (IMC) and Brand Identity as Critical Components of Brand Equity Strategy: A Conceptual Framework and Research Propositions, Journal of Advertising, 34 (4), 69-80.
  • • MATHEW, V., THOMAS, S. ve INJODEY, J. I. (2012), Direct and Indirect Effect of Brand Credibility, Brand Commitment and Loyalty Intentions on Brand Equity, Economic Review: Journal of Economics and Business, 10 (2), 73-82.
  • • MUEHLING, D. D. (1987), An Investigation of Factors Underlying Attitude-Toward Advertising-in-General, Journal of Advertising, 16 (1), 32-40.
  • • MITCHELL, A. A. ve OLSON, J. C. (1981), Are Product Attribute Beliefs The Only Mediator of Advertising Effects on Brand Attitude?, Journal of Marketing Research, 18 (3), 318-332.
  • • NEWELL, S. J. ve GOLDSMITH, E. R. (2001), The Development of a Scale to Measure Perceived Corporate Credibility, Journal of Business Research, 52 (3), 235-47.
  • • NGUYEN, T. D., BARRETT, N. J. ve MILLER, K. E. (2011), Brand Loyalty in Emerging Markets, Marketing Intelligence & Planning, 29 (3), 222-232.
  • • OHANIAN, R. (1990), Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness and Attractiveness, Journal of Advertising, 19 (3), 39-52.
  • • OLIVER, P. (1997), Encyclopedia of Vernacular Architecture of The World (Vol. 3), Cambridge University Press.
  • • PARK, C. S. ve SRINIVASAN, V. (1994), A Survey-Based Method for Measuring and Understanding Brand Equity and Its Extendibility, Journal of Marketing Research, 31 (2), 271-288.
  • • PARK, C. W. ve YOUNG, S. M. (1986), Consumer Response to Television Commercials: The Impact of Involvement and Background Music on Brand Attitude Formation, Journal of Marketing Research, 23 (February), 11- 24.
  • • RAZA, S. H., BAKAR, H. A. ve MOHAMAD, B. (2017), Relationships between the Advertising Appeal and Behavioral Intention: The Mediating Role of The Attitude Towards Advertising Appeal, SHS Web of Conferences 33, 22, 1–6.
  • • REID, M. (2005), Performance Auditing of Integrated Marketing Communication (IMC) Actions and Outcomes, Journal of Advertising, 34 (4), 41-54.
  • • SHIMP, T. A. ve DELOZIER, M. W. (1986), Promotion Management and Marketing Communications, Dryden Press.
  • • SPRY, A., PAPPU, R. ve CORNWELL, T. B. (2011), Celebrity Endorsement, Brand Credibility and Brand Equity, European Journal of Marketing, 45 (6), 882-909.
  • • SRIRAM, S., BALACHANDER, S. ve KALWANI, M. U. (2007), Monitoring The Dynamics of Brand Equity Using Store Level Data, Journal of Marketing, 71 (April), 61–78.
  • • STERNTHAL, B., DHOLAKIA, R. ve LEAVITT, C. (1978), The Persuasive Effect of Source Credibility: Tests of Cognitive Response, Journal of Consumer Research, 4 (4), 252-260.
  • • TABACHNICK, B. G. ve FIDELL, L. S. (2013), Using Multivariate Statistics, Pearson.
  • • UZTUĞ, F., (1997), Marka Değeri: Kavram ve Yönetimi, Pazarlama Dünyası, 61, 19-25.
  • • VACINO, A. ve OPPEWAL, H. (2006), Antecedents of Brand Credibility under Asymmetrical Information, Australian and New Zeland Marketing Academy Conference (ANZMAC), Brisbane, Queensland.
  • • VELOUTSOU, C., CHATZIPANAGIOTOU, K. ve CHRISTODOULIDES, G. (2020), The Consumer-Based Brand Equity Deconstruction and Restoration Process: Lessons from Unliked Brands, Journal of Business Research, 111, 41-51.
  • • YOO, B. ve DONTHU, N. (2001), Developing and Validating a Multidimensional Consumer-Based Brand Equity Scale, Journal of business research, 52 (1), 1-14.
  • • YOO, B., DONTHU, N. ve LEE, S. (2000), An Examination of Selected Marketing Mix Elements and Brand Equity, Journal of the Academy of Marketing Science, 28 (2), 195-211.

Yıl 2021, , 49 - 60, 29.01.2021

Pınar Başgöze Öznur Özkan Tektaş Canan Eryiğit

https://doi.org/10.51551/verimlilik.689307

Öz

Purpose: Customer-based brand equity has strategic importance as it allows companies to build long-term customer relationships. Besides, according to the literature, marketing communication activities of brands can provide information to the customer and obtain customer reaction, thus, positively affect communication efficiency and brand equity. So, the aim of this study is to examine the effects of corporate credibility and attitude towards advertisement on dimensions of consumer-based brand equity.
Methodology: The study is designed as quantitative, descriptive research, and the data is gathered from 210 individual consumers via questionnaire for a company operating in sports industry. The questionnaire includes; attitudes towards advertisement, brand credibility and brand equity scales. Also brand equity scale has 3 dimensions that consist of brand loyalty, perceived quality and brand awareness/associations. In order to test the hypotheses, path analysis was conducted.
Findings: According to the results of path analysis, corporate credibility has significant positive effects on brand loyalty. In addition corporate credibility has also positive effects on perceived quality. Finally corporate credibility has positive effects on brand awareness.
Originality: Unlike previous studies, this study, contributes to the literature through examining the distinct effects of corporate credibility and attitude toward advertisement on dimensions of brand equity individually.

Anahtar Kelimeler

Corporate Credibility Attitude Towards Advertisement Brand Equity.

Kaynakça

  • • AAKER, D. A. (1991), Managing Brand Equity, Free Press.
  • • AAKER, D. A. (1996), Building Strong Brands, Free Press.
  • • ADETUNJI, R. R., RASHID, S. M. ve ISHAK, M. S. (2018), Social Media Marketing Communication and Consumer-Based Brand Equity: An Account of Automotive Brands in Malaysia, Jurnal Komunikasi: Malaysian Journal of Communication, 34 (1), 1-19.
  • • ANDERSON, J. C. ve GERBING, D. W. (1988), Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach, Psychological Bulletin, 103 (3), 411-423.
  • • BAILEY, R. ve BALL, S. (2006), An Exploration of The Meanings of Hotel Brand Equity. The Service Industries Journal, 26 (1), 15-38.
  • • BAALBAKI, S. ve GUZMÁN, F. (2016), A Consumer-Perceived Consumer-Based Brand Equity Scale, Journal of Brand Management, 23 (3), 229-251.
  • • BATRA, R. ve MICHAEL, L. R. (1986), Affective Responses Mediating Acceptance of Advertising, Journal of Consumer Research, 13 (September), 234-49.
  • • BECKER-OLSEN, K. L., CUDMORE, B. A. ve HILL, R. P. (2006), The Impact of Perceived Corporate Social Responsibility on Consumer Behavior, Journal of Business Research, 59 (1), 46-53.
  • • BHARADWAJ, S. G., VARADARAJAN, P. R. ve FAHY, J. (1993), Sustainable Competitive Advantage in Service Industries: A Conceptual Model and Research Propositions, Journal of Marketing, 57 (4), 83-99.
  • • BOGDAN, R. C. ve BIKLEN, S. K. (1998), Qualitative Research in Education: An Introduction to Theory and Methods (3rd ed.), Needham Heights, MA: Allyn & Bacon.
  • • BRAVO, R., FRAJ, E. ve MARTINEZ, E., (2007), Family as a Source of Consumer-Based Brand Equity, The Journal of Product and Brand Management, 16 (3): 188–99.
  • • BRUNELLO, A., (2013), The Relationship Between Integrated Marketing Communication and Brand Equity, International Journal of Communication Research, 3 (1), 9.
  • • BUIL, I., DE CHERNATONY, L. ve MARTINEZ, E. (2013), Examining The Role of Advertising and Sales Promotions in Brand Equity Creation, Journal of Business Research, 66 (1), 115-122.
  • • CASTELLAN, C. M. (2010), Quantitative and qualitative research: A view for clarity, International Journal of Education, 2 (2), 1.
  • • COBB-WALGREN, C. J., RUBLE, C. A. ve DONTHU, N. (1995), Brand Equity, Brand Preference and Purchase Intent, Journal of Advertising, 24 (3), 25-40.
  • • DATTA, H., AILAWADI, K. L. ve VAN HEERDE, H. J. (2017), How Well Does Consumer-Based Brand Equity Align with Sales-Based Brand Equity and Marketing-Mix Response?, Journal of Marketing, 81 (3), 1-20.
  • • DELGADO-BALLESTER, E., NAVARRO, A. ve SICILIA, M. (2012), Revitalizing Brands Through Communication Messages: The Role of Brand Familiarity, European Journal of Marketing. 1/2, 31-51.
  • • DE CHERNATONY, L., (2010), From Brand Vision to Brand Evaluation, Routledge.
  • • DURUKAN, T. ve KARTAL, C. (2008), Küresel İşletmelerin Marka Değerlemesine Yönelik Kavramsal Bir Çalışma, Niğde Üniversitesi İİBF Dergisi, 1 (1), 25-32.
  • • ERDEM, T., SWAIT, J. (1998), Brand Equity as a Signaling Phenomenon, Journal of Consumer Psychology, 7, 131–157.
  • • ERDEM, T. ve SWAIT, J. (2004), Brand Credibility, Brand Consideration and Brand Choice, Journal of Consumer Research, 31, 191-198.
  • • FARQUHAR, G. D. (1989), Models of Integrated Photosynthesis of Cells and Leaves, Philosophical Transactions of the Royal Society of London, B, Biological Sciences, 323 (1216), 357-367.
  • • GÜLER, S. (2015), Bütünleşik Pazarlama İletişimi Algısının ve İletişim Araçlarının Marka Denkliği Üzerindeki Etkileri: Havayolu Şirketleri Üzerine Bir Çalışma, Yüksek Lisans Tezi, Doğuş Üniversitesi Sosyal Bilimler Enstitüsü.
  • • GOLDSMITH, R. E., LAFFERTY, B. A. ve NEWELL, S. J., (2000), The Impact of Corporate Credibility and Celebrity Credibility on Consumer Reaction to Advertisements and Brands, Journal of Advertising, 29 (3), 43-54.
  • • HA, M. (2020), Investigating Green Brand Equity and Its Driving Forces, Management Science Letters, 10 (10), 2385-2394.
  • • HAIR, J. F., BUSH, R. P. ve ORTINAU, D. J. (2005), Marketing Research: A Practical Approach for the New Millennium, Irwin Professional Publishing.
  • • HERBIG, P. ve MILEWICZ, J. (1995), To Be or not to Be... Credible That Is: A Model of Reputation and Credibility Among Competing Firms, Marketing Intelligence & Planning, 13 (6), 24-33.
  • • HOVLAND, C. I., JANIS, I. L. ve KELLEY, H. H. (1953), Communication and Persuasion: Psychological Studies of Opinion Change, Yale University Press.
  • • HSU, K. T. (2012), The Advertising Effects of Corporate Social Responsibility on Corporate Reputation and Brand Equity: Evidence from The Life Insurance Industry in Taiwan, Journal of Business Ethics, 109 (2), 189-201.
  • • JAHANZEB, S., FATIMA, T. ve MOHSIN BUTT, M., (2013), How Service Quality Influences Brand Equity: The Dual Mediating Role of Perceived Value and Corporate Credibility, International Journal of Bank Marketing, 31 (2), 126-141.
  • • JONES, T. L., BAXTER, M. A. J. ve KHANDUJA, V. (2013), A Quick Guide to Survey Research, The Annals of the Royal College of Surgeons of England, 95 (1), 5-7.
  • • KAVAK, B. (2013), Pazarlama ve Pazar Araştırmaları: Tasarım ve Analiz, Detay Yayıncılık.
  • • KELLER, K. L. (1993), Conceptualizing, Measuring and Managing Customer-Based Brand Equity, Journal of Marketing, 57 (1), 1-22.
  • • KELLER, K. L. (1998), Strategic Brand Management: Building, Measuring and Managing Brand Equity, Prentice Hall.
  • • KELLER, K. L. (2001), Mastering the Marketing Communications Mix: Micro and Macro Perspectives on Integrated Marketing Communication Programs, Journal of Marketing Management, 17 (September), 819-847.
  • • KELLER, K. L. (2007), Advertising and Brand Equity, GJ TELLIS, T. AMBLER, Handbook of Advertising, SAGE.
  • • KELLER, K. L. (2013), Strategic Brand Management, Building, Measuring and Managing Brand Equity, Pearson.
  • • KIRMANI, A. ve CAMPBELL, M. C. (2009), Taking The Target’s Perspective: The Persuasion Knowledge Model, Social Psychology of Consumer Behavior, 297-316.
  • • KOTLER, P. ve AMSTRONG, G. (2014), Principle of Marketing, Pearson Prentice Hall.
  • • KURTULUŞ, K. (2006), Pazarlama Araştırmaları, Literatür Yayıncılık.
  • • LABARBERA, (1982), Overcoming No-Reputation Liability Through Documentation and Advertising Regulation, Journal of Marketing Research, 19 (2), 223-228.
  • • LAFFERTY, B. A., GOLDSMITH, R. E., (2004), How Influential Are Corporate Credibility and Endorser Attractiveness When Innovators React to Advertisements for a New High-Technology Product?, Corporate reputation review, 7 (1), 24-36.
  • • LUTZ, R. J. (1985), Affective and Cognitive Antecedents of Attitude Toward The Ad: A Conceptual Framework, Psychological process and advertising effects: Theory, research and application, 45-63.
  • • MACKENZIE, S. B. ve RICHARD, J. L. (1989), An Empirical Examination of the Structural Antecedents of Attitude-toward-the-ad in an Advertising Pretesting Context, Journal of Marketing, 53 (April), 48-65.
  • • MADHAVARAM, S., BADRINARAYANAN, V. ve MCDONALD, R. E. (2005), Integrated Marketing Communication (IMC) and Brand Identity as Critical Components of Brand Equity Strategy: A Conceptual Framework and Research Propositions, Journal of Advertising, 34 (4), 69-80.
  • • MATHEW, V., THOMAS, S. ve INJODEY, J. I. (2012), Direct and Indirect Effect of Brand Credibility, Brand Commitment and Loyalty Intentions on Brand Equity, Economic Review: Journal of Economics and Business, 10 (2), 73-82.
  • • MUEHLING, D. D. (1987), An Investigation of Factors Underlying Attitude-Toward Advertising-in-General, Journal of Advertising, 16 (1), 32-40.
  • • MITCHELL, A. A. ve OLSON, J. C. (1981), Are Product Attribute Beliefs The Only Mediator of Advertising Effects on Brand Attitude?, Journal of Marketing Research, 18 (3), 318-332.
  • • NEWELL, S. J. ve GOLDSMITH, E. R. (2001), The Development of a Scale to Measure Perceived Corporate Credibility, Journal of Business Research, 52 (3), 235-47.
  • • NGUYEN, T. D., BARRETT, N. J. ve MILLER, K. E. (2011), Brand Loyalty in Emerging Markets, Marketing Intelligence & Planning, 29 (3), 222-232.
  • • OHANIAN, R. (1990), Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness and Attractiveness, Journal of Advertising, 19 (3), 39-52.
  • • OLIVER, P. (1997), Encyclopedia of Vernacular Architecture of The World (Vol. 3), Cambridge University Press.
  • • PARK, C. S. ve SRINIVASAN, V. (1994), A Survey-Based Method for Measuring and Understanding Brand Equity and Its Extendibility, Journal of Marketing Research, 31 (2), 271-288.
  • • PARK, C. W. ve YOUNG, S. M. (1986), Consumer Response to Television Commercials: The Impact of Involvement and Background Music on Brand Attitude Formation, Journal of Marketing Research, 23 (February), 11- 24.
  • • RAZA, S. H., BAKAR, H. A. ve MOHAMAD, B. (2017), Relationships between the Advertising Appeal and Behavioral Intention: The Mediating Role of The Attitude Towards Advertising Appeal, SHS Web of Conferences 33, 22, 1–6.
  • • REID, M. (2005), Performance Auditing of Integrated Marketing Communication (IMC) Actions and Outcomes, Journal of Advertising, 34 (4), 41-54.
  • • SHIMP, T. A. ve DELOZIER, M. W. (1986), Promotion Management and Marketing Communications, Dryden Press.
  • • SPRY, A., PAPPU, R. ve CORNWELL, T. B. (2011), Celebrity Endorsement, Brand Credibility and Brand Equity, European Journal of Marketing, 45 (6), 882-909.
  • • SRIRAM, S., BALACHANDER, S. ve KALWANI, M. U. (2007), Monitoring The Dynamics of Brand Equity Using Store Level Data, Journal of Marketing, 71 (April), 61–78.
  • • STERNTHAL, B., DHOLAKIA, R. ve LEAVITT, C. (1978), The Persuasive Effect of Source Credibility: Tests of Cognitive Response, Journal of Consumer Research, 4 (4), 252-260.
  • • TABACHNICK, B. G. ve FIDELL, L. S. (2013), Using Multivariate Statistics, Pearson.
  • • UZTUĞ, F., (1997), Marka Değeri: Kavram ve Yönetimi, Pazarlama Dünyası, 61, 19-25.
  • • VACINO, A. ve OPPEWAL, H. (2006), Antecedents of Brand Credibility under Asymmetrical Information, Australian and New Zeland Marketing Academy Conference (ANZMAC), Brisbane, Queensland.
  • • VELOUTSOU, C., CHATZIPANAGIOTOU, K. ve CHRISTODOULIDES, G. (2020), The Consumer-Based Brand Equity Deconstruction and Restoration Process: Lessons from Unliked Brands, Journal of Business Research, 111, 41-51.
  • • YOO, B. ve DONTHU, N. (2001), Developing and Validating a Multidimensional Consumer-Based Brand Equity Scale, Journal of business research, 52 (1), 1-14.
  • • YOO, B., DONTHU, N. ve LEE, S. (2000), An Examination of Selected Marketing Mix Elements and Brand Equity, Journal of the Academy of Marketing Science, 28 (2), 195-211.
Toplam 66 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Pınar Başgöze Bu kişi benim

Öznur Özkan Tektaş Bu kişi benim

Canan Eryiğit

Yayımlanma Tarihi 29 Ocak 2021
Gönderilme Tarihi 14 Şubat 2020
Yayımlandığı Sayı Yıl 2021

Kaynak Göster

APA Başgöze, P., Özkan Tektaş, Ö., & Eryiğit, C. (2021). FİRMA KREDİBİLİTESİ ve REKLAMA YÖNELİK TUTUMUN MARKA DENKLİĞİ BOYUTLARI ÜZERİNDEKİ ETKİLERİNİN İNCELENMESİ. Verimlilik Dergisi(1), 49-60. https://doi.org/10.51551/verimlilik.689307

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