Samsung Markası Üzerinden Marka Aşkının, Marka Özgünlüğü ve Marka Tercihi Arasındaki Aracılık Etkisinin İncelenmesi

Amaç – Bir marka eğer özgünse tüketicinin zihninde daha çok yer edinmekte ve daha çok tercih edilmektedir. Markanın özgünlüğü, uzun dönemli tüketici-marka ilişkisi için temel bir unsurdur. Marka aşkı ise tüketicinin markaya olan tutkusunu ve markaya bağlanma derecesini içermektedir. Bu çalışmanın amacı, marka özgünlüğünün marka tercihi ile arasındaki ilişkide marka aşkının aracılık etkisini incelemektir. Yöntem – İzmir ilinde yaşayan 18 yaşından büyük, Samsung marka cep telefonu kullanan tüketicilere kolayda örnekleme yöntemi ile uygulanan anket çalışmasıyla, Samsung markası üzerinden; marka özgünlüğü kavramı kapsamında yer alan süreklilik, orijinallik, güvenilirlik ve doğallık boyutlarının marka tercihi üzerindeki etkisinde marka aşkının aracılık etkisi tespit edilmeye çalışılmıştır. Anket verileri, SPSS 18 ve AMOS 22 programları kullanılarak ve yapısal eşitlik modelinden yararlanılarak analiz edilmiştir. Bulgular – Marka özgünlüğünün süreklilik ve orijinallik boyutlarının marka tercihi üzerinde anlamlı bir etkisinin olmadığı, güvenilirlik ve doğallık boyutlarının ise anlamlı bir etkisinin olduğu belirlenmiştir. Ayrıca marka özgünlüğü ile marka tercihi arasındaki ilişkide marka aşkının aracılık etkisinin olduğu saptanmıştır. Tartışma – Markanın tercih edilebilirliğinde marka aşkının önemli bir etkiye sahip olması markanın gelecekte de tercih edilebilmesinde etkili bir faktör olduğunu göstermektedir. Marka tüketicilerin zihninde güvenilir ve özgün bir marka olarak yer edindiğinde, markanın başkalarına tavsiye edilme olasılığı da artabilecektir. Markanın istikrarlı ve tutarlı olması, yeniliklere uyum sağlayabilmesi, ayrıca markanın güvenilir ve gerçekçi olması, markaya karşı güveni ve bağlılığı yükseltmektedir. Böylece tüketicilerin deneyimleri sonucu oluşan uzun süreli bağlılığın marka aşkına dönüşmesiyle, markanın bir sonraki alımlarda tercih edilebilirliği artabilecektir.

Examining of the Mediating Effect of Brand Love Between Brand Authenticity and Brand Preference on Samsung Brand

Purpose – If a brand is authentic, it has more place in the mind of the consumer and it is more preferred. The authenticity of the brand is an essential element for a long-term consumer-brand relationship. Brand love includes the consumer’s passion for the brand and the degree of attachment to the brand. This study’s purpose is to examine the mediating effect of brand love in the relationship between brand authenticity and brand preference. Design/methodology/approach – It was attempted to determine the mediating effect of brand love on the effect of continuity, originality, reliability and naturalness dimensions on brand preference within the scope of the concept of brand authenticity through the survey which was carried out with easy sampling method to consumers over 18 years of age living in Izmir and use Samsung brand mobile phone. The survey data was analyzed using the SPSS 18 and AMOS 22 programs and using the structural equity model. Findings – – It was concluded that the continuity and authenticity dimensions of brand authenticity do not have a significant effect on brand preference, but the reliability and naturalness dimensions have a significant effect on brand preference. Also brand love has a mediating effect on the relationship between brand authenticity and brand preference. Discussion – The fact that brand love has a significant effect on the preferability of the brand shows that it is an effective factor in the preference of the brand in the future. When the brand is placed in the minds of consumers as a reliable and original brand, the possibility of recommending the brand to others may increase. The fact that the brand is stable and consistent, can adapt to innovations, and is reliable and realistic enhances the trust and loyalty to the brand. Thus, with the turning of longterm commitment into brand love as a result of consumers’ experiences, the preferability of the brand in the next purchases will be able to increase.

___

  • Aaker, J. and Drolet, A. (1996). To Thine Own Self Be True: The Meaning of “Sincerity” in Brands and Its Impact on Consumer Evalua-Tions, Advances in Consumer Research, 23, 390-393.
  • Aktuğlu, I. K. ve Temel, A. (2006). Tüketiciler Markaları Nasıl Tercih Ediyor? (Kamu Sektörü Çalışanlarının Giysi Markalarını Tercihini Etkileyen Faktörlere Yönelik Bir Araştırma), Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, (15), 43-59.
  • Aktuğlu, Işıl Karpat. (2004). Marka Yönetimi, İstanbul, İletişim Yayınları.
  • Albert, N. and Merunka, D. (2013). The Role of Brand Love in Consumer-Brand Relationships, Journal of Consumer Marketing, 30(3), 258- 266.
  • Albert, N., Merunka, D. and Valette-Florence, P. (2008). When Consumers Love Their Brands: Exploring the Concept and Its Dimensions, Journal of Business Research, 61(10), 1062-1075.
  • Alnawas, I. and Altarifi, S. (2016). Exploring the Role of Brand Identification and Brand Love in Generating Higher Levels of Brand Loyalty, Journal of Vacation Marketing, 22(2), 111-128.
  • Ardhanari, M. (2008). Customer Satisfaction Pengaruhnya Terhadap Brand Preference dan Repurchase Intention Private Brand, Jurnal Riset Ekonomi dan Bisnis, 8(2), 58-69.
  • Arnould, E.J. and Price, L.L. (2000). Authenticating Acts and Authorative Performances, in Huffman et al. (Eds), The Why of Consumption: Contemporary Perspectives on Consumer Motives, Goals and Desires, Routledge.
  • Arıkan, E. ve Telci, E. E. (2014). Marka Özgünlüğü ve Boyutlarının Müşteri Tutum ve Satın Alma Davranışı Üzerindeki Etkileri, Pazarlama ve Pazarlama Araştırmaları Dergisi, 7(14), 87-106.
  • Aşkın, N. ve İpek, İ. (2016). Marka Aşkının Marka Deneyimi ile Marka Sadakati Arasındaki İlişkiye Aracılık Etkisi, Ege Akademik Bakış, 16(1), 79-94.
  • Aydın, H. (2017). Marka Güveni, Farkındalığı ve Benlik İmaj Uyumunun Marka Bağlılığına Etkisinde Marka Aşkının Aracılık Rolü, Ege Akademik Bakış, 17(2), 281-294.
  • Aydın, H. (2016). Marka Aşkının Değerlendirilmesi: Beyaz Eşya Kullanıcıları Üzerine Bir Araştırma. Tüketici ve Tüketim Araştırmaları Dergisi, 8(2), 125-149.
  • Ballantyne, R., Warren, A. and Nobbs, K. (2006). The Evolution of Brand Choice, The Journal of Brand Management, 13(4-5), 339-352.
  • Baron, R. M. and 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), 1173-1182.
  • Batra, R., Ahuvia, A. and Bagozzi, R. P. (2012). Brand Love, Journal of Marketing, 76(2), 1-16.
  • Bergkvist, L. and Bech-larsen, T. (2010). Two Studies of Consequences and Actionable Antecedents of Brand Love, Journal of Brand Management, 17(7), 504-518.
  • Beverland, M. B. (2005). Crafting Brand Authenticity: The Case of Luxury Wines, Journal of Management Studies, 42(5), 1003-1029.
  • Beverland, M. (2006). The Real Thing: Branding Authenticity in the Luxury Wine Trade, Journal of Business Research, 59(2), 251-258.
  • Beverland, M. B., Lindgreen, A. and Vink, M. W. (2008). Projecting Authenticity Through Advertising: Consumer Judgments of Advertisers’ Claims, Journal of Advertising, 37(1), 5-15.
  • Beverland, M. (2009). Building Brand Authenticity: 7 Habits of Iconic Brands, UK, Palgrave Macmillan.
  • Beverland, M.B. and Farrelly, F.J. (2010). The Quest for Authenticity in Consumption: Consumers’ Purposive Choice of Authentic Cues to Shape Experienced Outcomes, Journal of Consumer Research, 36(5), 838- 850.
  • Bruhn M., Schoenmüller V., Schäfer D. and Heinrich D. (2012). Brand Authenticity: Towards A Deeper Understanding of Its Conceptualization and Measurement, Advances in Consumer Research, 40, 567 – 576.
  • Chang, H. H. and Liu, Y. M. (2009). The Impact of Brand Equity on Brand Preference and Purchase Intentions in the Service Industries, The Service Industries Journal, 29(12), 1687-1706.
  • Cappannelli, G. and Cappannelli, S. C. (2004). Authenticity: Simple Strategies for Greater Meaning and Purpose at Work and at Home, USA, Clerisy Press, Emmis Books.
  • Carroll, B., A. and Ahuvia, A. C. (2006). Some Antecedents and Outcomes of Brand Love, Marketing Letters, 17(2), 79-89.
  • Cobb-Walgren, C. J., Ruble, C. A. and Donthu, N. (1995). Brand Equity, Brand Preference, and Purchase Intent, Journal of Advertising, 24(3), 25-40.
  • Correa, S. and Parente-Laverde, A. M. (2017). Consumer Ethnocentrism, Country Image and Local Brand Preference: The Case of the Colombian Textile, Apparel and Leather Industry, Global Business Review, 18(5), 1111-1123.
  • Cinelli, M. and LeBoeuf, R. A. (2019). Keeping It Real: How Perceived Brand Authenticity Affects Product Perceptions, Journal of Consumer Psychology, Forthcoming, SSRN: https://ssrn.com/abstract=3403150
  • Demirel, E. Ü. ve Yıldız, E. (2015). Marka Özgünlüğünün Marka Tercihi, Müşteri Tatmini ve Marka Sadakati Üzerindeki Etkileri: Bilgisayar Markaları Üzerine Bir Araştırma, Öneri Dergisi, 11(44), 83-100.
  • Duarte, P. A. O. and Raposo, M. L. B. (2010). A PLS Model to Study Brand Preference: An Application to the Mobile Phone Market, Handbook of Partial Least Squares (pp. 449-485), Berlin, Heidelberg, Springer.
  • Durmaz, Y. ve Dağ, K. (2018). Marka Özgünlüğünün Marka Sadakati Üzerindeki Etkileri: Cep Telefonu Markaları Üzerine Bir Araştırma, Akademik Araştırmalar ve Çalışmalar Dergisi (Akad), 10(19), 489-501.
  • Edelman/StrategyOne, (2010). The 8095 Exchange: Millennials, Their Actions Surrounding Brands, and The Dynamics of Reverberation, www.slideshare.net/EdelmanDigital/8095-white-paper
  • Ewing, D.R., Allen, C.T. and Ewing, R.L. (2012). Authenticity as Meaning Validation: An Empirical Investigation of Iconic and Indexical Cues in A Context of ‘Green’ Products, Journal of Consumer Behaviour, 11(5), 381-390.
  • Fritz, K., Schoenmueller, V. and Bruhn, M. (2017). Authenticity in Branding - Exploring Antecedents and Consequences of Brand Authenticity, European Journal of Marketing, 51(2), 324-348,
  • Fornell, C. and Larcker, D.F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error, Journal of Marketing Research, 48, 39-50
  • Gilmore, J.H. and Pine, B.J. (2007). Authenticity: What Consumers Really Want, Harvard Business School Press, Cambridge.
  • Govarchin, M. E. (2019). The Moderatıng Effect of Requırement to the Uniqueness in The Effect of Brand Authenticity on Brand Love in Hospitality Industry, Revista Humanidades e Inovação, 6(13), 55-71.
  • Guèvremont, A. and Grohmann, B. (2018). Does Brand Authenticity Alleviate The Effect of Brand Scandals?, Journal of Brand Management, 25(4), 322-336.
  • Gurau, C. (2012). A Life-Stage Analysis of Consumer Loyalty Profile: Comparing X and Millennial Consumers, Journal of Consumer Marketing, 29(2), 103-113.
  • Halilovic, D. (2013). Crazy Little Thing Called Brand Love! Exploring the Influence of Brand Love on Brand Equity, Master’s Thesis, University of Twente.
  • Hellier, P.K., Geursen, G.M., Carr, R.A. and Rickard, J.A. (2003), Customer Repurchase Intention: A General Structural Equation Model, European Journal of Marketing, 37(11/12), 1762-1800.
  • Holt, D. B. (2002). Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding, Journal of Consumer Research, 29(1), 70-90.
  • Hüsken, K. and Henkel, S. (2016). What’s Next in Brand Management? The Effect of Brand Authenticity on Brand Love, 26th Annual RESER Conference, 8th-10th September 2016, Naples-Italy.
  • Ismail, A. R. and 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, 16(4), 386- 398.
  • Junaid, M., Hussain, K., Basit, A. and Hou, F. (2020). Nature of Brand Love: Examining Its Variable Effect on Engagement and Well-Being, Journal of Brand Management, 27(3), 284-299.
  • Junaid, M., Hou, F., Hussain, K. and Kirmani, A. A. (2019). Brand Love: The Emotional Bridge Between Experience and Engagement, Generation-M Perspective, Journal of Product & Brand Management, 28(2), 200-215.
  • Kâhya, C. (2013). Örgütsel Sinizm, İş Performansını Etkiler Mi? İş Tatminin Aracılık Etkisi. Global Journal of Economics and Business Studies, 2(3), 34-46.
  • Kalyoncuoğlu, S. (2017). Markaya Duyulan Güven ile Marka Sadakati İlişkisinde Marka Aşkının Aracılık Rolü: Starbucks Markası Üzerine Bir Araştırma, Journal of Tourism and Gastronomy Studies, 5(4), 383-402.
  • Kang, A. (2015). Brand Love–Moving Beyond Loyalty an Empirical Investigation of Perceived Brand Love of Indian Consumer, Arab Economic and Business Journal, 10(2), 90-101.
  • Keshtidar, M. Shajie, K. Besharat, M. E. and Yousefi, M. (2018). Structural Model of the Role of Brand Trust on Brand Identity through the Mediating Role of Brand Love among Fans of Futsal Premier League Clubs in Iran, Annals of Applied Sport Science, 6(1), 65-74
  • Kim, K.-M., Nobi, B. and Kim, T. (2020). CSR and Brand Resonance: The Mediating Role of Brand Love and Involvement, Sustainability, 12(4159), 1-12.
  • Kim, H., Kim, Y., Jolly, L. and Fairhurst, A. (2010). The Role of Love in Satisfied Customers’ Relationships with Retailers, The International Review of Retail, Distribution and Consumer Research, 20(3), 285-296.
  • Machado, J. C., Vacas-de-Carvalho, L., Azar, S. L., André, A. R. and dos Santos, B. P. (2019). Brand Gender and Consumer-Based Brand Equity on Facebook: The Mediating Role of Consumer-Brand Engagement and Brand Love, Journal of Business Research, Elsevier, 96, 376-385.
  • Manthiou, A., Kang, J., Hyun, S. S. and Fu, X. X. (2018). The Impact of Brand Authenticity on Building Brand Love: An Investigation of Impression in Memory and Lifestyle-Congruence, International Journal of Hospitality Management, 75, 38-47.
  • Martín, F. V., Toledo, L. D. and Palos-Sanchez, P. (2020). How Deep is Your Love? Brand Love Analysis Applied to Football Teams, International Journal of Sports Marketing and Sponsorship, https://doi.org/10.1108/IJSMS-10-2019-0112
  • Meydan, C. H. ve Şeşen, H. (2011). Yapısal Eşitlik Modellemesi Amos Uygulamaları, Ankara, Detay Yayıncılık.
  • Mody, M. and Hanks, L. (2019). Consumption Authenticity in The Age of The Sharing Economy: The Keys to Creating Loyal Customers Who Love Your Brand, Journal of Travel Research, https://doi.org/10.1177/0047287519826233
  • Mody, M., Hanks, L. and Dogru, T. (2019). Parallel Pathways to Brand Loyalty: Mapping the Consequences of Authentic Consumption Experiences For Hotels and Airbnb, Tourism Management, 74, 65-80.
  • Morhart, F., Malär, L., Guèvremont, A., Girardin, F. and Grohmann, B. (2015). Brand authenticity: An Integrative Framework and Measurement Scale, Journal of Consumer Psychology, 25(2), 200-218.
  • Moulard J. G., Raggio R. D. and Folse J. A. G. (2016). Brand Authenticity: Testing the Antecedents and Outcomes of Brand Management’s Passion for its Products, Psychology and Marketing, 33(6), 421- 436.
  • Napoli, J., Dickinson, S. J., Beverland, M. B. and Farrelly, F. (2014). Measuring Consumer-based Brand Authenticity, Journal of Business Research, 67(6), 1090-1098.
  • Oh, H., Prado, P., Korelo, J. and Frizzo, F. (2019). The Effect of Brand Authenticity on Consumer-Brand Relationships, Journal of Product & Brand Management, 28(2), 231-241.
  • Patwardhan, H. (2004). The Romance of Brands: An Interpersonal Relationship Approach to Assess the Antecedents and Consequence of Consumer Attachment To The Brand, Phd Thesis, Southern Illinois University.
  • Patwardhan, H. and Balasubramanian, S. K. (2011). Brand Romance: A Complementary Approach to Explain Emotional Attachment Toward Brands. Journal of Product & Brand Management, 20, 297-308.
  • Patwardhan, H. and Balasubramanian, S. K. (2013). Reflections on Emotional Attachment to Brands: Brand Romance and Brand Love, Journal of Customer Behaviour, 12(1), 73-79.
  • Ferreira, P., Rodrigues, P. and Rodrigues P. (2019). Brand Love as Mediator of the Brand Experience Satisfaction-Loyalty Relationship in a Retail Fashion Brand, Management & Marketing. Challenges for the Knowledge Society, 14(3), 278-291.
  • Riefler, P. (2020). Local Versus Global Food Consumption: The Role of Brand Authenticity, Journal of Consumer Marketing, 37(3), 317-327.
  • Riivits-Arkonsuo, I., Kaljund, K. and Leppiman, A. (2014). Consumer Journey from First Experience to Brand Evangelism, Research in Economics and Business: Central and Eastern Europe, 6(1), 50-28.
  • Rodrigues, C. and Brandão, A. (2020). Measuring the Effects of Retail Brand Experiences and Brand Love on Word of Mouth: A Cross-Country Study of IKEA Brand, The International Review of Retail, Distribution and Consumer Research, https://doi.org/10.1080/09593969.2020.1768577
  • Rossmann, A. and Wilke, T. (2017). Building Brand Love: A Dynamic Capabilities Approach, Rossmann, A. & Zimmermann, A. (Hrsg.), Digital Enterprise Computing (DEC 2017), Gesellschaft für Informatik, Bonn, 135-146.
  • Rundle-Thiele, S. and Mackay, M. M. (2001). Assessing the Performance of Brand Loyalty Measures, Journal of Services Marketing, 15(7), 529-546.
  • Schallehn, M., Burmann, C. and Rġley, N. (2014). Brand Authenticity: Model Development and Empirical Testing, Journal of Product & Brand Management, 23(3), 192-199.
  • Shimp, T.A. and Madden, T.J. (1988). Consumer-Object Relations: A Conceptual Framework Based Analogously on Sternberg’s Triangular Theory of Love, Advances in Consumer Research, 15, 163-168.
  • Spiggle, S., Ngyuen, H.T. and Caravella, M. (2018). More Than Fit: Brand Extension Authenticity, Journal of Marketing Research, 49(6), 967-983.
  • Sternberg, R. J. (1986). A Triangular Theory of Love, Psychological Review, 93(2), 119.
  • Stern, B. (1996). Clarifying The Construct: What Is Authenticity?, Advances in Consumer Research, 23, 392-393.
  • Temmuz ayında Türkiye'de en çok satan telefon markaları belli oldu, (20 Eylül 2018), https://www.aksam.com.tr/teknoloji/temmuz-ayinda-turkiyede-en-cok-satan-telefon-markalari-belli-oldu/haber-775474 (Erişim Tarihi: 08.07.2019).
  • Trivedi, J. (2020). Effect of Corporate Image of The Sponsor on Brand Love and Purchase Intentions: The Moderating Role of Sports Involvement, Journal of Global Scholars of Marketing Science, 30(2), 188-209.
  • Ünal, S. and Aydın, H. (2013). An Investigation on the Evaluation of the Factors Affecting Brand Love, Procedia - Social and Behavioral Sciences, 92, 76–85.
  • Wymer, W. and Akbar, M. M. (2017). Brand Authenticity, Its Conceptualization, and Its Relevance to Nonprofit Marketing”, Int Rev Public Nonprofit Mark, 14, 359-374.
  • Wymer, W. (2015). Nonprofit Brand Strength’s Moderational Role”, Ekonomski Vjesnik/Econoviews: Review of Contemporary Entrepreneurship, Business and Economic Issues, 28(1), 155-166.
  • Yannopoulou, N., Moufahim, M. and Bian, X. (2013). User-Generated Brands and Social Media: Couchsurfing and Airbnb, Contemporary Management Research, 9(1), 85-90.
  • Yao, P. and Wang, X. (2018). Research on The Relationship of The Weaker Enterprises Post-Merger Brand Strategy and Consumers’ Purchase Intention: Based on The Brand Authenticity, Journal of Contemporary Marketing Science, 1(1), 34-52.
  • Yaşa, E. and Bozyiğit, S. (2012). Y Kuşağı Tüketicilerinin Cep Telefonu ve GSM Operatörleri Tercihi: Mersin İlindeki Üniversite Öğrencilerinin Tercihlerini Belirlemeye Yönelik Pilot Bir Araştırma, Çağ Üniversitesi Sosyal Bilimler Dergisi, 9(1) , 29-46
  • Yıldız, E. ve Koç, M. E. (2017). Marka Mirası ve Marka Güveninin Satın Alma Niyeti, Müşteri Tatmini ve Marka Sadakati Üzerindeki Etkileri, Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, Pazarlama Kongresi Özel Sayısı, 86-104.
  • Zebal, M.A. and Jackson, F.H. (2019). Cues for Shaping Purchase of Local Retail Apparel Clothing Brands in an Emerging Economy, International Journal of Retail & Distribution Management, 47(10), 1013-1028.
İşletme Araştırmaları Dergisi-Cover
  • ISSN: 1309-0712
  • Yayın Aralığı: Yılda 4 Sayı
  • Başlangıç: 2009
  • Yayıncı: Melih Topaloğlu