Marka Güveni, Farkındalığı ve İmaj Uyumunun Marka Bağlılığına Etkisinde Marka Aşkının Aracılık Rolü
Tüketicilerin markaya aşk duygusuyla bağlanmaları marka ile uzun süreli ilişkisini güçlendirmektedir. Ancak tüketicinin markaya aşk ile bağlanmasında ve markayla uzun süreli bir ilişki sürdürmesinde marka güveni, farkındalığı ve benlik imaj uyumu etkili olan faktörlerdendir. Bu çalışmada amaç bu faktörlerin marka bağlılığına etkisinde marka aşkının aracılık rolünü belirlemektir. Modellere ilişkin hipotezleri test etmek için aracı etki analizi kullanılmıştır. Muş ilindeki tüketiciler üzerinde yapılan bu çalışmada, dayanıklı ürün gruplarında marka güveni, farkındalığı ve benlik-imaj uyumunun marka bağlılığına etkilerinin anlamlı olduğu ve bu etkilere marka aşkının kısmi aracılık ettiği tespit edilmiştir. Ayrıca marka güveninin marka bağlılığına etkisinde marka aşkının aracılık rolünün daha fazla olduğu tespit edilmiştir
The Mediating Role of Brand Love on the Effect of Brand Trust, Awareness
and Self-Image Congruence on Brand Loyalty
Consumer’s love with their brands strengthens their long-term relationship with the brand. But brand trust, awareness and self-image congruence are affected on brand love and loyalty. The aim of this study is to determine the mediator affect of brand love on the affect of these factors on brand loyalty. In the study, mediator effect analysis was used to test the hypotheses of the model. This study conducted on the consumers in Muş shows that the effect of brand trust, awareness, and self-image congruence on loyalty are statisticaly significant and there is mediating affect of brand love on these affects for durable product groups. Also, the mediating affect of brand love on the affect of brand trust on brand loyalty is more than other factors’ affect
___
- Aaker, J. (1999) “The Malleable Self: The Role of
Self-Expression in Persuasion”, Journal of Marketing
Research, 36: 45-57.
- Albert, N., Merunka, D. ve Valette-Florence, P. (2008)
“When Consumers Love Their Brands: Exploring the
Concept and its Dimensions”, Journal of Business
Research, 61(10): 1062-1075.
- Albert, N. ve Merunka, D. (2013) “The Role of Brand
Love in Consumer-Brand Relationships”, Journal of
Consumer Marketing, 30(3): 258-266.
- Alnawas, I. ve Altarifi, S. (2016) “Exploring The Role of
Brand İdentification and Brand Love in Generating
Higher Levels of Brand Loyalty”, Journal of Vacation
Marketing, 22(2):111-128.
- Armutlu, C. ve Üner, M. M. (2009) “Benlik İmajı Uyumu,
Tüketici Tatmini Ve Marka Sadakati İlişkisi Üzerine
Görgül Bir Araştırma”, Gazi University Journal of
Economics & Administrative Sciences, 11(3).
- Askin, N. ve Ipek, I. (2016) “Marka Aşkının Marka
Deneyimi ile Marka Sadakati Arasındaki İlişkiye
Aracılık Etkisi 1/The Mediating Role of Brand Love
on the Relationship between Brand Experience and
Brand Loyalty”, Ege Akademik Bakış, 16(1), 79.
- Bagozzi, R. P., Batra, R. ve Ahuvia, A. (2016) “Brand
Love: Development and Validation of A Practical
Scale, Marketing Letters, 1-14.
- Balıkçıoğlu, B. (2016) “Benlik-İmajı Uyumunun
Retoriği: Bana Ne Tükettiğini Söyle Sana Kim
Olduğunu Söyleyeyim”, İnsan ve Toplum Bilimleri
Araştırmaları Dergisi, 5(3): 537-553.
- Baron, R. M. ve Kenny, D. A. (1986) “The Moderator–
Mediator Variable Distinction in Social Psychological
Research: Conceptual, Strategic, and Statistical
Considerations”, Journal of Personality and Social
Psychology, 51(6): 1173.
- Batra, R., Ahuvia, A. ve Bagozzi, R. P. (2012) “Brand
Love”, Journal of Marketing, 76(2): 1-16.
- Bergkvist, L. ve Bech-Larsen, T. (2010) “Two Studies of
Consequences and Actionable Antecedents of Brand
Love”, Journal of Brand Management, 17(7): 504-518.
- Bıçakcıoğlu, N., İpek, İ. ve Bayraktaroğlu, G. (2016)
“Antecedents and Outcomes of Brand Love: The
Mediating Role of Brand Loyalty”, Journal of Marketing
Communications, 1-15.
- Broadbent, S., Bridson, K., Ferkins, L. ve Rentschler, R.
(2010, January) “Brand Love, Brand Image and Loyalty
in Australian Elite Sport. In ANZMAC 2010: Doing More
with Less”, Proceedings of the 2010 Australian and New
Zealand Marketing Academy Conference. ANZMAC.
- Carroll, B. A. ve Ahuvia, A. C. (2006) “Some Antecedents
and Outcomes of Brand Love”, Marketing Letters, 17(2):
79-89.
- Chaudhuri, A. ve 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(2): 81-93.
- Cho, E. (2011) “Development of A Brand İmage Scale
and The Impact of Lovemarks on Brand Equity”,
Graduate Theses and Dissertations, Iowa State
University.
- Clark, J. M., Cornwell, T. B. ve Pruitt, S. W. (2009) “The
Impact of Title Event Sponsorship Announcements
on Shareholder Wealth”, Marketing Letters, 20(2): 169-
182.
- Çokluk, O., Şekercioğlu, G. ve Büyüköztürk, Ş. (2012)
Sosyal Bilimler İçin Çok Değişkenli SPSS ve Lısrel
Uygulamaları, Pegem Akademi Yayıncılık, 2.Baskı.
- Delgado-Ballester, E. ve Luis Munuera-Aleman, J.
(2001) “Brand Trust in the Context of Consumer
Loyalty”, European Journal of Marketing, 35(11/12):
1238-1258.
- Delgado-Ballester, E. ve Luis Munuera-Alemán, J. (2005)
“Does Brand Trust Matter to Brand equity?”, Journal of
Product & Brand Management, 14(3): 187-196.
- Dick, A. S. ve Basu, K. (1994) “Customer Loyalty: Toward
an Integrated Conceptual Framework”, Journal of the
Academy of Marketing Science, 22(2): 99-113.
- Doney, P. ve Cannon, J. (1997) “An Examination of the
Nature of Trust in Buyer- Seller Relationships”, Journal
of Marketing, 61(2): 35- 51.
- Erbaş, S. (2016) “Tüketici İlginliği Bağlamında Marka
Sadakati: Dayanıklı Tüketim Mallarına Yönelik Örnek
Bir Çalışma”, Süleyman Demirel Üniversitesi İktisadi ve
İdari Bilimler Fakültesi Dergisi, 21(2): 382-402.
- Fournier, S. (1998) “Consumers and Their Brands:
Developing Relationship Theory in Consumer
Research”, Journal of Consumer Research, 24(4): 343-
373.
- Frazier, P. A., Tix, A. P. ve Barron, K. E. (2004) “Testing
Moderator and Mediator Effects in Counseling
Psychology Research”, Journal of Counseling
Psychology, 51(1): 115.
- Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E.,
ve Tatham, R. L. (1998) Multivariate Data Analysis:
Uppersaddle River. Multivariate Data Analysis, (5th
ed) Upper Saddle River.
Hatice AYDIN
292
- Halilovic, D. (2013) “Crazy Little Thing Called Brand
Love! Exploring the Influence of Brand Love on Brand
Equity”, Master's Thesis, University of Twente.
- Huang, R. ve Sarigöllü, E. (2014) How Brand Awareness
Relates to Market Outcome, Brand Equity, and The
Marketing Mix. In Fashion Branding and Consumer
Behaviors (pp. 113-132), Springer New York.
- Hwang, J. ve Kandampully, J. (2012) “The Role
of Emotional Aspects in Younger ConsumerBrand
Relationships”, Journal of Product & Brand
Management, 21(2): 98-108.
- Jamal, A. ve Goode, Mark M.H. (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.
- Johnson, M. D., Herrmann, A. ve Huber, F. (2006)
“The Evolution of Loyalty Intentions”, Journal of
Marketing, 70(2): 122-132.
- Keller, K. L. (2003) “Understanding Brands, Branding,
and Brand Equity”, Interactive Marketing, 5(1): 7-20.
- Kressmann, F., Sirgy, M. J., Herrmann, A., Huber, F.,
Huber, S. ve Lee, D. J. (2006) “Direct and Indirect
Effects of Self-Image Congruence on Brand Loyalty”,
Journal of Business Research, 59(9): 955-964.
- Kurtuluş, K. (2004) Pazarlama Araştırmaları,
Genişletilmiş 7. Baskı, Literatür Yayınları, İstanbul.
- Lau, G. T. ve Lee, S. H. (1999) “Consumers' Trust in a
Brand and the Link to Brand Loyalty”, Journal of
Market-Focused Management, 4(4): 341-370.
- Lee, S. H. ve Workman, J. E. (2015) “Determinants of
Brand Loyalty: Self-Construal, Self-Expressive Brands,
and Brand Attachment”, International Journal of
Fashion Design, Technology and Education, 8(1): 12-
20.
- Lee, S. H., Workman, J. E., Jung, K. ve Park, B. (2015)
“Determinant of Brand Love and Brand Loyalty As Its
Outcome”, Change as a Constant, (p. 1.).
- Odabaşı, Y., Barış, G. (2002) Tüketici Davranışı, Kapital
Medya A.Ş., 2. Baskı, İstanbul.
- Oh, H. (2000) “The Effect of Brand Class, Brand
Awareness, and Price on Customer Value and
Behavioral Intentions”, Journal of Hospitality & Tourism
Research, 24(2): 136-162.
- Patwardhan, H. ve Balasubramanian, S. K. (2011)
“Brand Romance: a Complementary Approach to
Explain Emotional Attachment Toward Brands”,
Journal of Product & Brand Management, 20(4): 297-
308.
- Pektaş, G., Erdem, O., Yıldız, E. ve Karadeniz, M.(2015)
“Sosyal Pazarlama Uygulamalarının Marka Aşkı
Aracılığı Rolü ile Tüketici Satın Alma Davranışına
Etkisi: Deterjan Pazarı Üzerinde Bir Araştırma”, 20.
Ulusal Pazarlama Kongresi, Anadolu Üniversitesi –
Eskişehir, 717-720.
- Preacher, K. J. ve Hayes, A. F. (2008) “Asymptotic and
Resampling Strategies for Assessing and Comparing
Indirect Effects In Multiple Mediator Models”, Behavior
Research Methods, 40(3): 879-891.
- Radder, L. ve Huang, W. (2008) “High-İnvolvement
and Low-İnvolvement Products: A Comparison
of Brand Awareness Among Students at a South
African University”, Journal of Fashion Marketing and
Management, 12(2): 232-243.
- Rageh Ismail, A. ve Spinelli, G. (2012) “Effects of
Brand Love, Personality and Image on Word of
Mouth: The Case of Fashion Brands Among Young
Consumers”, Journal of Fashion Marketing and
Management: An International Journal, 16(4): 386-
398.
- Reutter, K. K. ve Bigatti, S. M. (2014) “Religiosity and
Spirituality As Resiliency Resources: Moderation,
Mediation, or Moderated Mediation?, Journal for the
Scientific Study of Religion, 53(1): 56-72.
- Roberts, K.(2005) Lovemarks: The Future Beyond
Brands, New York: Power House Books.
- Rowley, J. (2005) “The Four Cs Customer Loyalty”,
Marketing Intelligence & Planning, 23(6/7): 574-581.
- Roy, S. K., Eshghi, A. ve Sarkar, A. (2013) “Antecedents
and Consequences of Brand Love”, Journal of Brand
Management, 20(4): 325-332.
- Sarkar, A. (2011) “Romancing with A Brand: A
Conceptual Analysis of Romantic Consumer-Brand
Relationship”, Management & Marketing, 6(1), 79-94
- Shen, Y. S., Huang, S. ve Joppe Ph D, M. (2016)
“Examining the Role of Satisfaction and Brand Love
in Generating Behavioral Intention”, 2016- Conferance,
University of Massachusetts - Amherst ScholarWorks@
UMass Amherst.
- Sirdeshmukh, D., Jagdip, S. ve Barry, S. (2002)
“Consumer Trust, Value and Loyalty in Relational
Exchanges”, Journal of Marketing, 66(1): 15-37.
- Sobel, M.E. (1982) “Asymptotic Confidence Intervals
for Indirect Effects in Structural Equation Models”,
Sociological Methodology, 13: 290-312.
- Song, Y., Hur, W-M. ve Kim, M. (2012) “Brand Trust and
Affect in the Luxury Brand-Customer Relationship”,
Social Behavior and Personality, 40(2): 331-338.
- Sung, Y. ve Kim, J. (2010) “Effects of Brand Personality
on Brand Trust and Brand Affect” Psychology&
Marketing, 27(7): 639-661.
Marka Güveni, Farkındalığı ve Benlik İmaj Uyumunun Marka Bağlılığına Etkisinde Marka Aşkının Aracılık Rolü
293
- Sung, Y., Kim, J. ve Jung, J-H. (2009) “The Predictive
Roles of Brand Personality on Brand Trust and Brand
Affect: A Study of Korean Consumers”, Journal of
International Consumer Marketing, 22(1): 5-17.
- Swaen, V. ve Chumpitaz, C.R. (2008) “Impact of
Corporate Social Resposibility on Consumer Trust”,
Recherce at Applications on Marketing, 23 (4): 7- 33.
- Şimşek, Ö. F.(2007), Yapısal Eşitlik Modellemesine Giriş
Temel İlkeler ve Lısrel Uygulamaları, Ekinoks Eğitim
ve Danışmanlık Hizmetleri. Siyasal Basın ve Dağıtım,
Ankara.
- Torlak, Ö., Doğan, V. ve Özkara, B.Y. (2014) “Marka
Farkındalığı, Marka İmajı, Markadan Etkilenme
ve Markaya Güvenin Marka Bağlılığı Üzerindeki
Görece Etkilerinin İncelenmesi: Turkcell Örneği”, Bilgi
Ekonomisi ve Yönetimi Dergisi, 9(1).
- Turgut, M. Ü. (2014) “Marka Sevgisinin Marka Güveni,
Olumsuz Bilgiye Karşı Direnç ve Tekrar Satın Alma
Niyeti Çerçevesinde İncelenmesi”, Yüksek Lisans Tezi,
Hacettepe Üniversitesi, Ankara.
- Valkenburg, P. M. ve Buijzen, M. (2005) “Identifying
Determinants of Young Children’s Brand Awareness:
Television, Parents, and Peers”, Applied Developmental
Psychology, 26: 456-468.
- 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.