Araştırma Makalesi
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Tüketici Kişiliği, Marka Kişiliği ve Mağaza Kişiliğinin Satın Alma Niyeti Üzerindeki Etkileri

Yıl 2020, Cilt 6, Sayı 1, 61 - 80, 31.12.2020
https://doi.org/10.51803/yssr.774197

Öz

Çalışmanın amacı, tüketici kişiliği, mağaza kişiliği ve marka kişiliğinin hızlı moda ürünlerine yönelik satın alma niyeti üzerindeki etkilerinin tespit edilmesi ve marka kişiliğinin mağaza kişiliği üzerindeki etkisinin tespit edilmesidir. Bu bağlamda, hızlı moda giyim mağazalarından ürün satın almış 18 yaş üzerindeki 355 tüketiciden yüz yüze anket yöntemiyle veri toplanmıştır. Araştırma modeli doğrultusunda geliştirilen hipotezlerin test edilmesi amacıyla elde edilen verilere regresyon analizi uygulanmıştır. Hızlı moda giyim mağazalarına yönelik uygulanan çalışmanın analizleri sonucunda tüketici kişiliğinin hem marka kişiliğini hem de mağaza kişiliğini pozitif yönde etkilediği bulunmuştur. Marka kişiliği ile mağaza kişiliğinin satın alma niyeti üzerindeki etkilerine bakıldığında her ikisinin de satın alma niyeti üzerinde pozitif etkileri olduğu saptanmıştır. Ayrıca, marka kişiliğinin mağaza kişiliği üzerinde de pozitif etkisi tespit edilmiştir.

Kaynakça

  • Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356. https://doi.org/ggzjn9
  • Akyol Gürses, Ö., & Uslu, A. (2014). Effects on awareness, brand image and purchase intention. Journal of Management, Marketing and Logistics, 1(3), 173-190. https://dergipark.org.tr/tr/pub/jmml/issue/32446/360819
  • Arslan, K., & Ersun, N. (2011). Moda sektöründe faaliyet gösteren mağazalarda müşterilerin mağaza tercihinde mağaza tasarımının önemi ve tasarım kriterleri. İstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi, 10(19), 221-245. https://hdl.handle.net/11467/600
  • Beldona, S., & Wysong, S. (2007). Putting the brand back into store brands: An exploratory examination of store brands and brand personality. Journal of Product and Brand Management, 16(4), 226-235. https://doi.org/ck7xqd
  • Büyüköztürk, Ş. (2019). Sosyal bilimler için veri analizi el kitabı: İstatistik, araştırma deseni SPSS uygulamaları ve yorum. Pegem Akademi.
  • Byun, S.E., & Sternquist, B. (2008). The antecedents of in-store hoarding: Measurement and application in the fast fashion retail environment. The International Review of Retail, Distribution and Consumer Research, 18(2), 133-147. https://doi.org/db73zm
  • Chebat, J. C., Sirgy, M. J., & St-James, V. (2006). Upscale image transfer from malls to stores: A self-image congruence explanation. Journal of Business Research, 59(12), 1288-1296. https://doi.org/cnp963
  • Çileroğlu, B., & Kıvılcımlar, İ. S. (2014). Fast fashion koleksiyonlarında yer alan spor-casual giysilerin tasarım özelliklerinin belirlenmesi. International Journal of Science Culture and Sport, 2(1), 623-633. https://doi.org/fshr
  • Dal, V., & Gürpınar, M. (2010). Hazır giyim sanayinde hızlı moda kavramı ve bir model önerisi. İstanbul Sanayi Odası. http://www.iso.org.tr/sites/1/upload/files/hazir_giyim_model_onerisi-261.pdf
  • Das, G., Guin, K. K., & Datta, B. (2013). Impact of store personality antecedents on store personality dimensions: An empirical study of department retail brands. Global Business Review, 14(3), 471-486. https://doi.org/fshs
  • Das, G. (2014a). Store personality and consumer store choice behaviour: An empirical examination. Marketing Intelligence & Planning, 32(3), 375-394. https://doi.org/fsht
  • Das, G. (2014b). Linkages of retailer personality, perceived quality and purchase intention with retailer loyalty: A study of Indian non-food retailing. Journal of Retailing and Consumer Services, 21(3), 407-414. https://doi.org/fshv
  • D'Astous, A., & Levesque, M. (2003). A scale for measuring store personality. Psychology & Marketing, 20(5), 455-469. https://doi.org/cs4k5r
  • Demirkan, S. (2006). Özel sektördeki yöneticilerin ve çalışanların bağlanma stilleri, kontrol odağı, iş doyumu ve beş faktör kişilik özelliklerinin araştırılması (Tez No. 187044) [Yüksek lisans tezi, Ankara Üniversitesi]. Yükseköğretim Kurulu Ulusal Tez Merkezi.
  • Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand and store information on buyers’ product evaluations. Journal of Marketing Research, 28(3), 307-319. https://doi.org/b8x
  • Doğruel Anuşlu, M. (2015). Gözlenemeyen sınıf analizi ile bir hızlı moda markasında müşteri segmentasyonu (Tez No. 428561) [Doktora tezi, İstanbul Üniversitesi]. Yükseköğretim Kurulu Ulusal Tez Merkezi.
  • Donahay, B., & Rosenberger, P. (2007). Using brand personality to measure the effectiveness of image transfer in Formula One racing. Marketing Bulletin, 18(1), 1-15. http://marketing-bulletin.massey.ac.nz/V18/MB_V18_A1_161_Rosenberger.pdf
  • Fishbein, M., & Ajzen, I. (1975). Belief, attitude intention and behavior: An introduction to the theory and research. Addison-Wesley.
  • Grewal, D., Baker, J., Levy, M., & Voss, G. B. (2003). The effects of wait expectations and store atmosphere evaluations on patronage ıntentions in service-intensive retail stores. Journal of Retailing, 79(4), 259-268. https://doi.org/bsfmn8
  • Hair, J. F., Anderson, R. E., Babin, B. J., & Black, W. C. (2010). Multivariate data analysis: A global perspective. Pearson.
  • Hansen, R. A., & Deutscher, T. (1978). An empirical investigation of attributes importance in retail store selection. Journal of Retailing, 53(4), 59-72.
  • İstanbul Hazır Giyim ve Konfeksiyon İhracatçıları Birliği. (2019). 2019 Ocak-Haziran hazır giyim ve konfeksiyon sektörü ihracat performans değerlendirmesi. https://www.ihkib.org.tr/fp-icerik/ia/d/2019/05/07/hazirgiyim-ve-konfeksiyon-sektoru-ocak-mart-2019-201905071559010653-D4E66.pdf
  • John, O. P., Donahue E. M., & Kentle R. L. (1991). The big five inventory, versions 4a and 54. Berkeley Institute of Personality and Social Research.
  • Koç, E. (2012). Tüketici davranışı ve pazarlama stratejileri. Seçkin Yayınevi.
  • Laroche, M., Papadopoulos, N., Heslop, L. A., & Mourali, M. (2005). The influence of country image structure on consumer evaluations of foreign products. International Marketing Review, 22(1), 96-115. https://doi.org/bpn2fg
  • Lee, J. K., Hansen, S. S., & Lee, S. Y. (2020). The effect of brand personality self-congruity on brand engagement and purchase intention: The moderating role of self-esteem in Facebook. Current Psychology, 39(6), 2116-2118. https://doi.org/fshw
  • Malhotra, N. K. (2006). Marketing research: An applied orientation with SPSS. Pearson Education.
  • Martineau, P. (1958). The personality of the retail store. Harvard Business Review, 36(1), 47-55.
  • Möller, J., & Herm, S. (2013). Shaping retail brand personality perceptions by bodily experiences. Journal of Retailing, 89(4), 438-446. https://doi.org/ghb77v
  • Mucuk, İ. (2006). Pazarlama ilkeleri. Türkmen Kitabevi.
  • Mutlu, H. M., Çeviker, A., & Çirkin, Z. (2011). Tüketici etnosentrizmi ve yabancı ürün satın alma niyeti: Türkiye ve Suriye üzerine karşılaştırmalı analiz. Sosyoekonomi, 14(14), 51-74. https://dergipark.org.tr/tr/download/article-file/197689
  • Nakip, M. (2006). Pazarlama araştırmaları teknikler ve (SPSS destekli) uygulamalar. Seçkin Kitabevi.
  • O'Cass, A. (2004). Fashion clothing consumption: Antecedents and consequences of fashion clothing involvement. European Journal of Marketing, 38(7), 869-882. https://doi.org/ckjzgj
  • Öndoğan, E. N. (2019). Hazır giyim sektöründe pazarlama maliyetleri. TJFDM, 1(1), 1-12. https://dergipark.org.tr/tr/download/article-file/865565
  • Ötken, A. B., & Cenkci, T. (2013). Beş faktör kişilik modeli ve örgütsel muhalefet arasındaki ilişki üzerine bir araştırma. Öneri Dergisi, 10(39), 41-51. https://dergipark.org.tr/tr/download/article-file/165794
  • Pradhan, D., Duraipandian, I., & Sethi, D. (2016). Celebrity endorsement: How celebrity-brand-user personality congruence affects brand attitude and purchase intention. Journal of Marketing Communications, 22(5), 456-473. https://doi.org/cd3c
  • Schiffman, L. G., Dash J. F., & Dillon W. R. (1977). The contribution of store-image characteristics to store-type choice. Journal of Retailing, 53(2), 3-16.
  • Schneider Kelemci, G., & Bodur Kelebek, C. (2009). Tüketicilerde marka kişiliği algısı ile marka tercihine ilişkin bir analiz: Hijyenik ürünler sektöründe bir uygulama. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, (24), 121-141. https://kutuphane.dogus.edu.tr/mvt/pdf.php?pdf=0006446
  • Sheridan, M., Moore, C., & Nobbs, K. (2006). Fast fashion requires fast marketing: The role of category management in fast fashion positioning. Journal of Fashion Marketing and Management, 10(3), 301-315. https://doi.org/dzbxq7
  • 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, 127-138. https://doi.org/bppqv9
  • Tek, Ö. B. (1999). Pazarlama ilkeleri global yönetimsel yaklaşım Türkiye uygulamaları. Beta Basım A.Ş.
  • Whelan, S., & Davies, G. (2006). Profiling consumers of own brands and national brands using human personality. Journal of Retailing & Consumer Services, 13(6), 393-402. https://doi.org/bm8k4b
  • Willems, K., & Swinnen, G. (2011). Am I cheap? Testing the role of store personality and self-congruity in discount retailing. The International Review of Retail, Distribution and Consumer Research, 21(5), 513-539. https://doi.org/fnzgrt
  • Willems, K., Swinnen, G., Janssens, W., & Brengman, M. (2011). Fashion store personality: Scale development and relation to self-congruity theory. Journal of Global Fashion Marketing, 2(2), 55-65. https://doi.org/fsh2
  • Willems, K., Janssens, W., Swinnen, G., Brengman, M., Streukens, S., & Vancauteren, M. (2012). From Armani to Zara: Impression formation on fashion store patronage. Journal of Business Research, 65(10), 1487-1494. https://doi.org/d7zzbn
  • Yao, Q., Chen, R., & Xu, X. (2015). Consistency between consumer personality and brand personality ınfluences brand attachment. Social Behavior and Personality, 43(9), 1419-1428. https://doi.org/f7vmqv
  • Zentes, J., Morschett, D., & Schramm-Klein, H. (2008). Brand personality of retailers - An analysis of its applicability and its effect on store loyalty. The International Review of Retail, Distribution and Consumer Research, 18(2), 167-184. https://doi.org/fkgvh4

The Effects of Consumer Personality, Brand Personality and Store Personality on Purchase Intention

Yıl 2020, Cilt 6, Sayı 1, 61 - 80, 31.12.2020
https://doi.org/10.51803/yssr.774197

Öz

The aim of this study is to explain the effect of consumer, brand and store personality on purchase intention of fast fashion products and also to determine the effect of brand personality on store personality. In this context, data collected via face-to-face survey method from 355 consumers over 18 years old who purchased product from fast fashion stores. In order to test the hypotheses developed based on the research model, the data were analyzed by using the regression analysis. As a result of the analysis for the fast fashion clothing stores, consumer personality positively affects both brand personality and store personality. When the effects of brand personality and store personality on purchase intention are considered, it has been seen that they both have positive effects on purchase intention. In addition, it has been found that also brand personality positively affects store personality.

Kaynakça

  • Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356. https://doi.org/ggzjn9
  • Akyol Gürses, Ö., & Uslu, A. (2014). Effects on awareness, brand image and purchase intention. Journal of Management, Marketing and Logistics, 1(3), 173-190. https://dergipark.org.tr/tr/pub/jmml/issue/32446/360819
  • Arslan, K., & Ersun, N. (2011). Moda sektöründe faaliyet gösteren mağazalarda müşterilerin mağaza tercihinde mağaza tasarımının önemi ve tasarım kriterleri. İstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi, 10(19), 221-245. https://hdl.handle.net/11467/600
  • Beldona, S., & Wysong, S. (2007). Putting the brand back into store brands: An exploratory examination of store brands and brand personality. Journal of Product and Brand Management, 16(4), 226-235. https://doi.org/ck7xqd
  • Büyüköztürk, Ş. (2019). Sosyal bilimler için veri analizi el kitabı: İstatistik, araştırma deseni SPSS uygulamaları ve yorum. Pegem Akademi.
  • Byun, S.E., & Sternquist, B. (2008). The antecedents of in-store hoarding: Measurement and application in the fast fashion retail environment. The International Review of Retail, Distribution and Consumer Research, 18(2), 133-147. https://doi.org/db73zm
  • Chebat, J. C., Sirgy, M. J., & St-James, V. (2006). Upscale image transfer from malls to stores: A self-image congruence explanation. Journal of Business Research, 59(12), 1288-1296. https://doi.org/cnp963
  • Çileroğlu, B., & Kıvılcımlar, İ. S. (2014). Fast fashion koleksiyonlarında yer alan spor-casual giysilerin tasarım özelliklerinin belirlenmesi. International Journal of Science Culture and Sport, 2(1), 623-633. https://doi.org/fshr
  • Dal, V., & Gürpınar, M. (2010). Hazır giyim sanayinde hızlı moda kavramı ve bir model önerisi. İstanbul Sanayi Odası. http://www.iso.org.tr/sites/1/upload/files/hazir_giyim_model_onerisi-261.pdf
  • Das, G., Guin, K. K., & Datta, B. (2013). Impact of store personality antecedents on store personality dimensions: An empirical study of department retail brands. Global Business Review, 14(3), 471-486. https://doi.org/fshs
  • Das, G. (2014a). Store personality and consumer store choice behaviour: An empirical examination. Marketing Intelligence & Planning, 32(3), 375-394. https://doi.org/fsht
  • Das, G. (2014b). Linkages of retailer personality, perceived quality and purchase intention with retailer loyalty: A study of Indian non-food retailing. Journal of Retailing and Consumer Services, 21(3), 407-414. https://doi.org/fshv
  • D'Astous, A., & Levesque, M. (2003). A scale for measuring store personality. Psychology & Marketing, 20(5), 455-469. https://doi.org/cs4k5r
  • Demirkan, S. (2006). Özel sektördeki yöneticilerin ve çalışanların bağlanma stilleri, kontrol odağı, iş doyumu ve beş faktör kişilik özelliklerinin araştırılması (Tez No. 187044) [Yüksek lisans tezi, Ankara Üniversitesi]. Yükseköğretim Kurulu Ulusal Tez Merkezi.
  • Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand and store information on buyers’ product evaluations. Journal of Marketing Research, 28(3), 307-319. https://doi.org/b8x
  • Doğruel Anuşlu, M. (2015). Gözlenemeyen sınıf analizi ile bir hızlı moda markasında müşteri segmentasyonu (Tez No. 428561) [Doktora tezi, İstanbul Üniversitesi]. Yükseköğretim Kurulu Ulusal Tez Merkezi.
  • Donahay, B., & Rosenberger, P. (2007). Using brand personality to measure the effectiveness of image transfer in Formula One racing. Marketing Bulletin, 18(1), 1-15. http://marketing-bulletin.massey.ac.nz/V18/MB_V18_A1_161_Rosenberger.pdf
  • Fishbein, M., & Ajzen, I. (1975). Belief, attitude intention and behavior: An introduction to the theory and research. Addison-Wesley.
  • Grewal, D., Baker, J., Levy, M., & Voss, G. B. (2003). The effects of wait expectations and store atmosphere evaluations on patronage ıntentions in service-intensive retail stores. Journal of Retailing, 79(4), 259-268. https://doi.org/bsfmn8
  • Hair, J. F., Anderson, R. E., Babin, B. J., & Black, W. C. (2010). Multivariate data analysis: A global perspective. Pearson.
  • Hansen, R. A., & Deutscher, T. (1978). An empirical investigation of attributes importance in retail store selection. Journal of Retailing, 53(4), 59-72.
  • İstanbul Hazır Giyim ve Konfeksiyon İhracatçıları Birliği. (2019). 2019 Ocak-Haziran hazır giyim ve konfeksiyon sektörü ihracat performans değerlendirmesi. https://www.ihkib.org.tr/fp-icerik/ia/d/2019/05/07/hazirgiyim-ve-konfeksiyon-sektoru-ocak-mart-2019-201905071559010653-D4E66.pdf
  • John, O. P., Donahue E. M., & Kentle R. L. (1991). The big five inventory, versions 4a and 54. Berkeley Institute of Personality and Social Research.
  • Koç, E. (2012). Tüketici davranışı ve pazarlama stratejileri. Seçkin Yayınevi.
  • Laroche, M., Papadopoulos, N., Heslop, L. A., & Mourali, M. (2005). The influence of country image structure on consumer evaluations of foreign products. International Marketing Review, 22(1), 96-115. https://doi.org/bpn2fg
  • Lee, J. K., Hansen, S. S., & Lee, S. Y. (2020). The effect of brand personality self-congruity on brand engagement and purchase intention: The moderating role of self-esteem in Facebook. Current Psychology, 39(6), 2116-2118. https://doi.org/fshw
  • Malhotra, N. K. (2006). Marketing research: An applied orientation with SPSS. Pearson Education.
  • Martineau, P. (1958). The personality of the retail store. Harvard Business Review, 36(1), 47-55.
  • Möller, J., & Herm, S. (2013). Shaping retail brand personality perceptions by bodily experiences. Journal of Retailing, 89(4), 438-446. https://doi.org/ghb77v
  • Mucuk, İ. (2006). Pazarlama ilkeleri. Türkmen Kitabevi.
  • Mutlu, H. M., Çeviker, A., & Çirkin, Z. (2011). Tüketici etnosentrizmi ve yabancı ürün satın alma niyeti: Türkiye ve Suriye üzerine karşılaştırmalı analiz. Sosyoekonomi, 14(14), 51-74. https://dergipark.org.tr/tr/download/article-file/197689
  • Nakip, M. (2006). Pazarlama araştırmaları teknikler ve (SPSS destekli) uygulamalar. Seçkin Kitabevi.
  • O'Cass, A. (2004). Fashion clothing consumption: Antecedents and consequences of fashion clothing involvement. European Journal of Marketing, 38(7), 869-882. https://doi.org/ckjzgj
  • Öndoğan, E. N. (2019). Hazır giyim sektöründe pazarlama maliyetleri. TJFDM, 1(1), 1-12. https://dergipark.org.tr/tr/download/article-file/865565
  • Ötken, A. B., & Cenkci, T. (2013). Beş faktör kişilik modeli ve örgütsel muhalefet arasındaki ilişki üzerine bir araştırma. Öneri Dergisi, 10(39), 41-51. https://dergipark.org.tr/tr/download/article-file/165794
  • Pradhan, D., Duraipandian, I., & Sethi, D. (2016). Celebrity endorsement: How celebrity-brand-user personality congruence affects brand attitude and purchase intention. Journal of Marketing Communications, 22(5), 456-473. https://doi.org/cd3c
  • Schiffman, L. G., Dash J. F., & Dillon W. R. (1977). The contribution of store-image characteristics to store-type choice. Journal of Retailing, 53(2), 3-16.
  • Schneider Kelemci, G., & Bodur Kelebek, C. (2009). Tüketicilerde marka kişiliği algısı ile marka tercihine ilişkin bir analiz: Hijyenik ürünler sektöründe bir uygulama. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, (24), 121-141. https://kutuphane.dogus.edu.tr/mvt/pdf.php?pdf=0006446
  • Sheridan, M., Moore, C., & Nobbs, K. (2006). Fast fashion requires fast marketing: The role of category management in fast fashion positioning. Journal of Fashion Marketing and Management, 10(3), 301-315. https://doi.org/dzbxq7
  • 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, 127-138. https://doi.org/bppqv9
  • Tek, Ö. B. (1999). Pazarlama ilkeleri global yönetimsel yaklaşım Türkiye uygulamaları. Beta Basım A.Ş.
  • Whelan, S., & Davies, G. (2006). Profiling consumers of own brands and national brands using human personality. Journal of Retailing & Consumer Services, 13(6), 393-402. https://doi.org/bm8k4b
  • Willems, K., & Swinnen, G. (2011). Am I cheap? Testing the role of store personality and self-congruity in discount retailing. The International Review of Retail, Distribution and Consumer Research, 21(5), 513-539. https://doi.org/fnzgrt
  • Willems, K., Swinnen, G., Janssens, W., & Brengman, M. (2011). Fashion store personality: Scale development and relation to self-congruity theory. Journal of Global Fashion Marketing, 2(2), 55-65. https://doi.org/fsh2
  • Willems, K., Janssens, W., Swinnen, G., Brengman, M., Streukens, S., & Vancauteren, M. (2012). From Armani to Zara: Impression formation on fashion store patronage. Journal of Business Research, 65(10), 1487-1494. https://doi.org/d7zzbn
  • Yao, Q., Chen, R., & Xu, X. (2015). Consistency between consumer personality and brand personality ınfluences brand attachment. Social Behavior and Personality, 43(9), 1419-1428. https://doi.org/f7vmqv
  • Zentes, J., Morschett, D., & Schramm-Klein, H. (2008). Brand personality of retailers - An analysis of its applicability and its effect on store loyalty. The International Review of Retail, Distribution and Consumer Research, 18(2), 167-184. https://doi.org/fkgvh4

Ayrıntılar

Birincil Dil Türkçe
Konular Sosyal
Yayınlanma Tarihi May 2020
Bölüm Makaleler
Yazarlar

Elif TAŞKIN> (Sorumlu Yazar)
İSTANBUL ÜNİVERSİTESİ SOSYAL BİLİMLER ENSTİTÜSÜ
0000-0002-7095-9351
Türkiye


Zehra BOZBAY>
İSTANBUL ÜNİVERSİTESİ İŞLETME FAKÜLTESİ
Türkiye

Yayımlanma Tarihi 31 Aralık 2020
Yayınlandığı Sayı Yıl 2020, Cilt 6, Sayı 1

Kaynak Göster

APA Taşkın, E. & Bozbay, Z. (2020). Tüketici Kişiliği, Marka Kişiliği ve Mağaza Kişiliğinin Satın Alma Niyeti Üzerindeki Etkileri . Yildiz Social Science Review , 6 (1) , 61-80 . DOI: 10.51803/yssr.774197