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The Role of Brand Communities on Brand Loyalty

Yıl 2018, Cilt: 2 Sayı: 2, 95 - 117, 24.10.2018

Öz

Depending on development of technology, as well as it is
seen that the companies carry their communication activities to the Internet
and consumers spend most of their time in online environments. Consumers who
benefit from the opportunities provided by the Internet are no longer a passive
user and become an active user who produce the content. In this context, it is
seen that the brand communities that are created by consumers have an important
place in terms of brands are now online. These communities which is called as
virtual brand communities can be defined as a specialized, non-geographically
bound group of consumers with a common interests in a brand, based on
structured set of social relationships among each other on the Internet. Since
consumers can share their brand experiences through these communities they have
established, it can be said that virtual brand communities help consumers
establish a deep relationship with the brand. Accordingly, this study examined
the influence of virtual brand community integration by four levels of
relationships include those between the consumer and the brand, between the
consumer and the firm, between the consumer and the product in use and between
the consumer and the fellow consumers on brand loyalty by two levels include
those attitudinal (by commitment) and behavioral (by repurchase).

Kaynakça

  • Aaker, D. A. (1991). Managing Brand Equity-Capatilizing on the Value of a Brand Name. New York: The Free Press.
  • Algesheimer, R., Dholakia, U.M. & Herrmann, A. (2005). The Social Influence of Brand Community: Evidence from European Car Clubs. Journal of Marketing. 69, 19-34.
  • Andersen, P. H. (2005). ‘‘Relationship marketing and brand involvement of professionals through web-enhanced brand communities: the case of Coloplast’’, Industrial Marketing Management, Vol.34, ss.285-297.
  • Armstrong, A. & Hagel, J. (1996), Net Gain: Real Profits from Virtual Communities, Harvard Business School Press.
  • Babür Tosun, N. (2014). Marka Yönetimi, İstanbul: Beta Yayınları.
  • Back, K-J. & Parks, S.C. (2003). A Brand Loyalty Model Involving Cognitive, Affective, and Conative Brand Loyalty and Customer Satisfaction. Journal of Hospitality & Tourism Research, Vol. 27, No. 4, ss. 419-435.
  • Bagozzi, R. P., & Dholakia, U.M. (2002). Intentional social action in virtual communities. Journal of Interactive Marketing , 16 (2), 2-21.
  • Beatty, S.E. & Kahle, L.R. (1988). Alternative Hierarchies of the Attitude-Behaviour Relationship: The Impact of Brand Commitment and Habit. Journal of the Academy of Marketing Science. 16. 2, 1-10.
  • Bowen, J.T. & Chen, S.L. (2001). The Relationship between Customer Loyalty and Customer Satisfaction. International Journal of Contemporary Hospitality Management 13/5. ss. 213-217.
  • Brodie, R.J., Hollebeek, J.B. & Ilic, A. (2011). Customer Engagement: Conceptual Domain, Fundamentals Propositions, and Implications for Research, Journal of Service Research, 1-20.
  • Casalo, L., Flavian, C. & Guinaliu, M. (2008). Promoting Consumer’s Participation in Virtual Brand Communities: A New Paradigm in Branding Strategy, Journal of Marketing Communications, Vol.14, No.1, ss.19-36.
  • Chaudhry, K. & Krishnan, V. R. (2007). Impact of Corporate Social Responsibility and Transformational Leadership on Brand Community: An Experimental Study, Global Business Review, Vol.8, No.2, ss.205-220.
  • Chaudhuri, A. & Holbrook, M.B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. The Journal of Marketing, Vol. 65, No. 2 .ss. 81-93.
  • Cova, B. & Pace, S. (2006). Brand community of convenience products: new forms of customer empowerment- the case “my Nutella The Community, Europen Journal of Marketing. 40.9/10, 1087-1105.
  • Chernatony, L., McDonald, M. & Wallace, E. (2011). Creating Powerfull Brands (4. Baskı). Oxford: Butterworth-Heinemann.
  • Fournier, S. & Lee, L. (2009). Getting Brand Communities Right, Harvard Business Review, ss.105-119.
  • Geçti, F. & H. Zengin. (2013). The Relationship between Brand Trust, Brand Affect, Attitudinal Loyalty and Behavioral Loyalty: A Field Study towards Sports Shoe Consumers in Turkey. International Journal of Marketing Studies; Vol. 5, No. 2, ss. 111-119.
  • Gegez, A.E. (2007). Pazar Araştırmaları. İstanbul: Beta Yayınevi.
  • Gopal, R. (2007). Brand Management: Strategy, Measurement and Yield Analysis, New York: Nova Science Publishers.
  • Hur, W.M.,  Ahn, K.H. & Kim, M. (2011). Building brand loyalty through managing brand community commitment. Management Decision. 49.7, 1194-1213.
  • Jang, H.Y.,  Ko, I.S. & Koh, J.. (2007). The Influence of Online Brand Community Characteristics on Community Commitment and Brand Loyalty. Proceeding of the 40th Annual Hawaii International Conference on System Sciences.
  • Kozinets, R. V. (1999). E-Tribalized Marketing?: The Strategic Implications of Virtual Communities of Consumption, European Management Journal, Vol.17, No:3, s.252-264.
  • Kressman, F., Sirgy, M.J., Hermann, A., Huber, F., Huber, S. & Dong-Jin, L,. (2006) Direct and Indirect Effects of Self-image Congruence on Brand Loyalty. Journal of Business Research. 59s. 955–964 .
  • Lee, S., Shin, H., Park, J.J. & Kwon, O.R. (2010). A Brand Loyalty Model Utilitizing Team Identification and Customer Satisfaction in the Licensed Sports Product Industry, Journal of Research, Vol.5 Issue.1, 60-67.
  • Lipiäinen, H. S. M. & Karjaluoto, H. (2015), Industrial branding in the digital age, The Journal of Business and Industrial Marketing, Vol 30, No. 6, pp. 733-741.
  • Madupu, V. & Cooley, D. O. (2010). Antecedents and Consequences of Online Brand Community Participation: A Conceptual Framework. Journal of Internet Commerce. 9, 1-21.
  • Martinez-Lopez, F.J., Anaya Sanchez, R., Aguilar-Illescas, R. & Molinillo, S. (2016). Online Brand Communities-Using the Social Web for Branding and Marketing. İsviçre: Springer International Publishing-E-BOOK.
  • McAlexander, J.H., Schouten, J.W. & Koenig, H.F. (2002). Building Brand Community. Journal of Marketing. 66, 38-54.
  • Mechinda, P., Seritat, S. & Gulid, N. (2009). An Examination of Tourists’ Attitudinal and Behavioral Loyalty: Comparison between Domestic and International Tourists. Journal of Vacation Marketing. Vol 15, No.2, ss.129-148.
  • Muñiz, A. & Schau, H.J. (2007). Processes and Outcomes of Consumer Interactions within Brand Communities. Advances in Consumer Research. Vol.34., ss.644-646.Muñiz, A.M. & O’Guinn, T.C. (2001). Brand Community. Journal of Consumer Research, 27, 412- 432.
  • Pathak, X. & Pathak-Shelat, M. (2017). Sentiment analysis of virtual brand communities for effective tribal marketing, Journal of Research in Interactive Marketing. 11.1, 16-38.
  • Pringle, H. & Field, P. (2009). Brand Immortality- How brands can live long and prosper. USA: Kogan Page.
  • Putrevu, S. & Lord, K.R. (1994). Comparative and Noncomparative Advertising: Attitudinal Effects Under Cognitive and Affective Involvement Conditions. Journal of Advertising. 23, 77-90.
  • Rheingold, H. (1999). A Slice of My Life in My Virtual Community. P. Ludlow (Ed.). High Noon on the Electronic Frontier: Conceptual Issues in Cyberspace içinde (s.413-437).
  • Shang, A., Y.R. Chen & H.J. Liao. (2006). The Value of Participation in Virtual Consumer Communities on Brand Loyalty. Internet Research. 16.4, 398-418.
  • Sicilia, M. & Palazon, M. (2008). Brand communities on the Internet: A case study of Coca-Cola’s Spanish virtual community, Corporate Communications: An International Journal, Vol.13, No.3, ss.255-270.
  • Stockburger-Sauer, N. (2010). Brand Community: Drivers and Outcomes. Psychology& Marketing. 27.4, 347-368.
  • http://www.istatistikanaliz.com/faktor_analizi.asp
  • http://www.istatistikanaliz.com/regresyon_analizi.asp

Sanal Marka Topluluklarının Marka Sadakati Üzerindeki Rolü

Yıl 2018, Cilt: 2 Sayı: 2, 95 - 117, 24.10.2018

Öz




















Rekabetin yoğun olduğu günümüzde firmalar, gerek
tüketicileri ile güçlü ilişkiler kurabilmek gerekse marka sadakatini
güçlendirmek adına birçok iletişim çalışması gerçekleştirmektedir. Teknolojinin
gelişimine bağlı olarak hem firmaların günümüzde iletişim çalışmalarını
İnternet ortamına taşıdığı hem de tüketicilerin zamanlarının büyük bir bölümünü
çevrimiçi ortamlarda geçirdiği görülmektedir. İnternet’in sağlamış olduğu
imkânlardan yararlanan tüketiciler artık pasif birer kullanıcı olmaktan çıkıp
aktif birer içerik üreticisi haline gelmiştir. Bu bağlamda, tüketicilerin
oluşturduğu  ve markalar açısından önemli
bir yere sahip olan marka topluluklarının da günümüzde çevrimiçi ortama geçtiği
görülmektedir. Sanal marka toplulukları olarak adlandırılan çevrimiçi bu
topluluklar, belli özelliklere sahip, coğrafi açıdan birbirinden bağımsız, bir
markaya karşı ortak ilgi duyan bir grup tüketicinin, birbirleri ile İnternet
aracılığıyla kurdukları sosyal ilişkiler dizisinin yapısal temeline dayalı
topluluklar olarak tanımlanmaktadır. Tüketicilerin markaya ilişkin
deneyimlerini kurmuş oldukları bu topluluklar aracılığıyla paylaşabilmelerinden
ötürü sanal marka topluluklarının tüketicilerin marka ile derinlemesine bir
ilişki kurmalarına yardımcı olduğundan söz edilebilmektedir. Bu doğrultuda, bu
araştırmada tüketicilerin sanal marka topluluğuna, tüketici-marka ilişkisi,
tüketici-firma ilişkisi, tüketici-ürün ilişkisi ve tüketici-tüketici ilişkisi
bağlamında katılım düzeylerinin, markaya tutumsal ve davranışsal  olarak sadık olma düzeyleri üzerindeki etkisi
belirlenmeye çalışılmıştır.

Kaynakça

  • Aaker, D. A. (1991). Managing Brand Equity-Capatilizing on the Value of a Brand Name. New York: The Free Press.
  • Algesheimer, R., Dholakia, U.M. & Herrmann, A. (2005). The Social Influence of Brand Community: Evidence from European Car Clubs. Journal of Marketing. 69, 19-34.
  • Andersen, P. H. (2005). ‘‘Relationship marketing and brand involvement of professionals through web-enhanced brand communities: the case of Coloplast’’, Industrial Marketing Management, Vol.34, ss.285-297.
  • Armstrong, A. & Hagel, J. (1996), Net Gain: Real Profits from Virtual Communities, Harvard Business School Press.
  • Babür Tosun, N. (2014). Marka Yönetimi, İstanbul: Beta Yayınları.
  • Back, K-J. & Parks, S.C. (2003). A Brand Loyalty Model Involving Cognitive, Affective, and Conative Brand Loyalty and Customer Satisfaction. Journal of Hospitality & Tourism Research, Vol. 27, No. 4, ss. 419-435.
  • Bagozzi, R. P., & Dholakia, U.M. (2002). Intentional social action in virtual communities. Journal of Interactive Marketing , 16 (2), 2-21.
  • Beatty, S.E. & Kahle, L.R. (1988). Alternative Hierarchies of the Attitude-Behaviour Relationship: The Impact of Brand Commitment and Habit. Journal of the Academy of Marketing Science. 16. 2, 1-10.
  • Bowen, J.T. & Chen, S.L. (2001). The Relationship between Customer Loyalty and Customer Satisfaction. International Journal of Contemporary Hospitality Management 13/5. ss. 213-217.
  • Brodie, R.J., Hollebeek, J.B. & Ilic, A. (2011). Customer Engagement: Conceptual Domain, Fundamentals Propositions, and Implications for Research, Journal of Service Research, 1-20.
  • Casalo, L., Flavian, C. & Guinaliu, M. (2008). Promoting Consumer’s Participation in Virtual Brand Communities: A New Paradigm in Branding Strategy, Journal of Marketing Communications, Vol.14, No.1, ss.19-36.
  • Chaudhry, K. & Krishnan, V. R. (2007). Impact of Corporate Social Responsibility and Transformational Leadership on Brand Community: An Experimental Study, Global Business Review, Vol.8, No.2, ss.205-220.
  • Chaudhuri, A. & Holbrook, M.B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. The Journal of Marketing, Vol. 65, No. 2 .ss. 81-93.
  • Cova, B. & Pace, S. (2006). Brand community of convenience products: new forms of customer empowerment- the case “my Nutella The Community, Europen Journal of Marketing. 40.9/10, 1087-1105.
  • Chernatony, L., McDonald, M. & Wallace, E. (2011). Creating Powerfull Brands (4. Baskı). Oxford: Butterworth-Heinemann.
  • Fournier, S. & Lee, L. (2009). Getting Brand Communities Right, Harvard Business Review, ss.105-119.
  • Geçti, F. & H. Zengin. (2013). The Relationship between Brand Trust, Brand Affect, Attitudinal Loyalty and Behavioral Loyalty: A Field Study towards Sports Shoe Consumers in Turkey. International Journal of Marketing Studies; Vol. 5, No. 2, ss. 111-119.
  • Gegez, A.E. (2007). Pazar Araştırmaları. İstanbul: Beta Yayınevi.
  • Gopal, R. (2007). Brand Management: Strategy, Measurement and Yield Analysis, New York: Nova Science Publishers.
  • Hur, W.M.,  Ahn, K.H. & Kim, M. (2011). Building brand loyalty through managing brand community commitment. Management Decision. 49.7, 1194-1213.
  • Jang, H.Y.,  Ko, I.S. & Koh, J.. (2007). The Influence of Online Brand Community Characteristics on Community Commitment and Brand Loyalty. Proceeding of the 40th Annual Hawaii International Conference on System Sciences.
  • Kozinets, R. V. (1999). E-Tribalized Marketing?: The Strategic Implications of Virtual Communities of Consumption, European Management Journal, Vol.17, No:3, s.252-264.
  • Kressman, F., Sirgy, M.J., Hermann, A., Huber, F., Huber, S. & Dong-Jin, L,. (2006) Direct and Indirect Effects of Self-image Congruence on Brand Loyalty. Journal of Business Research. 59s. 955–964 .
  • Lee, S., Shin, H., Park, J.J. & Kwon, O.R. (2010). A Brand Loyalty Model Utilitizing Team Identification and Customer Satisfaction in the Licensed Sports Product Industry, Journal of Research, Vol.5 Issue.1, 60-67.
  • Lipiäinen, H. S. M. & Karjaluoto, H. (2015), Industrial branding in the digital age, The Journal of Business and Industrial Marketing, Vol 30, No. 6, pp. 733-741.
  • Madupu, V. & Cooley, D. O. (2010). Antecedents and Consequences of Online Brand Community Participation: A Conceptual Framework. Journal of Internet Commerce. 9, 1-21.
  • Martinez-Lopez, F.J., Anaya Sanchez, R., Aguilar-Illescas, R. & Molinillo, S. (2016). Online Brand Communities-Using the Social Web for Branding and Marketing. İsviçre: Springer International Publishing-E-BOOK.
  • McAlexander, J.H., Schouten, J.W. & Koenig, H.F. (2002). Building Brand Community. Journal of Marketing. 66, 38-54.
  • Mechinda, P., Seritat, S. & Gulid, N. (2009). An Examination of Tourists’ Attitudinal and Behavioral Loyalty: Comparison between Domestic and International Tourists. Journal of Vacation Marketing. Vol 15, No.2, ss.129-148.
  • Muñiz, A. & Schau, H.J. (2007). Processes and Outcomes of Consumer Interactions within Brand Communities. Advances in Consumer Research. Vol.34., ss.644-646.Muñiz, A.M. & O’Guinn, T.C. (2001). Brand Community. Journal of Consumer Research, 27, 412- 432.
  • Pathak, X. & Pathak-Shelat, M. (2017). Sentiment analysis of virtual brand communities for effective tribal marketing, Journal of Research in Interactive Marketing. 11.1, 16-38.
  • Pringle, H. & Field, P. (2009). Brand Immortality- How brands can live long and prosper. USA: Kogan Page.
  • Putrevu, S. & Lord, K.R. (1994). Comparative and Noncomparative Advertising: Attitudinal Effects Under Cognitive and Affective Involvement Conditions. Journal of Advertising. 23, 77-90.
  • Rheingold, H. (1999). A Slice of My Life in My Virtual Community. P. Ludlow (Ed.). High Noon on the Electronic Frontier: Conceptual Issues in Cyberspace içinde (s.413-437).
  • Shang, A., Y.R. Chen & H.J. Liao. (2006). The Value of Participation in Virtual Consumer Communities on Brand Loyalty. Internet Research. 16.4, 398-418.
  • Sicilia, M. & Palazon, M. (2008). Brand communities on the Internet: A case study of Coca-Cola’s Spanish virtual community, Corporate Communications: An International Journal, Vol.13, No.3, ss.255-270.
  • Stockburger-Sauer, N. (2010). Brand Community: Drivers and Outcomes. Psychology& Marketing. 27.4, 347-368.
  • http://www.istatistikanaliz.com/faktor_analizi.asp
  • http://www.istatistikanaliz.com/regresyon_analizi.asp
Toplam 39 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Nurhan Babür Tosun Bu kişi benim

Sezgi Turfanda 0000-0003-2398-9563

Yayımlanma Tarihi 24 Ekim 2018
Yayımlandığı Sayı Yıl 2018 Cilt: 2 Sayı: 2

Kaynak Göster

APA Babür Tosun, N., & Turfanda, S. (2018). Sanal Marka Topluluklarının Marka Sadakati Üzerindeki Rolü. Yıldız Sosyal Bilimler Enstitüsü Dergisi, 2(2), 95-117.
AMA Babür Tosun N, Turfanda S. Sanal Marka Topluluklarının Marka Sadakati Üzerindeki Rolü. Yıldız Sosyal Bilimler Enstitüsü Dergisi. Ekim 2018;2(2):95-117.
Chicago Babür Tosun, Nurhan, ve Sezgi Turfanda. “Sanal Marka Topluluklarının Marka Sadakati Üzerindeki Rolü”. Yıldız Sosyal Bilimler Enstitüsü Dergisi 2, sy. 2 (Ekim 2018): 95-117.
EndNote Babür Tosun N, Turfanda S (01 Ekim 2018) Sanal Marka Topluluklarının Marka Sadakati Üzerindeki Rolü. Yıldız Sosyal Bilimler Enstitüsü Dergisi 2 2 95–117.
IEEE N. Babür Tosun ve S. Turfanda, “Sanal Marka Topluluklarının Marka Sadakati Üzerindeki Rolü”, Yıldız Sosyal Bilimler Enstitüsü Dergisi, c. 2, sy. 2, ss. 95–117, 2018.
ISNAD Babür Tosun, Nurhan - Turfanda, Sezgi. “Sanal Marka Topluluklarının Marka Sadakati Üzerindeki Rolü”. Yıldız Sosyal Bilimler Enstitüsü Dergisi 2/2 (Ekim 2018), 95-117.
JAMA Babür Tosun N, Turfanda S. Sanal Marka Topluluklarının Marka Sadakati Üzerindeki Rolü. Yıldız Sosyal Bilimler Enstitüsü Dergisi. 2018;2:95–117.
MLA Babür Tosun, Nurhan ve Sezgi Turfanda. “Sanal Marka Topluluklarının Marka Sadakati Üzerindeki Rolü”. Yıldız Sosyal Bilimler Enstitüsü Dergisi, c. 2, sy. 2, 2018, ss. 95-117.
Vancouver Babür Tosun N, Turfanda S. Sanal Marka Topluluklarının Marka Sadakati Üzerindeki Rolü. Yıldız Sosyal Bilimler Enstitüsü Dergisi. 2018;2(2):95-117.