Sosyal Pazarlama Uygulamaları ve Marka İletişiminin Marka Güveni ve Daha Fazla Ödeme İsteği Üzerindeki Etkileri: Head & Shoulders Markası Üzerine Bir Araştırma

Bu çalışmanın amacı sosyal pazarlama uygulamaları ve marka iletişiminin marka güveni ve daha fazla ödeme isteği üzerindeki etkilerini araştırmaktır. Bu amaçla Ankara’da şampuan sektörüne yönelik bir araştırma yapılmıştır. 10 akademisyenden oluşan bir odak grupla; kullanılan şampuan markaları, markaların üretici firmaları ve firmaların sosyal sorumluluk projelerine yönelik nitel bir araştırma yapılmıştır. Araştırma sonucunda; Dünya, Avrupa ve Türkiye Basketbol ligindeki sponsorluklarıyla bilinen Head & Shoulders markası ön plana çıkmıştır. Bu markayı kullanan 384 tüketiciden, kolayda örnekleme tekniğiyle, 1 Haziran – 30 Temmuz 2017 tarihleri arasında toplanan veriler, analiz edilmiştir. Veri setinin, yapı geçerliliği doğrulayıcı faktör analiziyle, güvenilirliği cronbach alfa katsayıları ile test edilmiştir. Araştırma hipotezleri için yapısal eşitlik modellemesinden yararlanılmıştır. Araştırma sonucunda; sosyal pazarlama uygulamaları ve marka iletişiminin marka güvenini, marka güveninin de daha fazla ödeme isteğini direkt, sosyal pazarlama uygulamaları ve marka iletişiminin daha fazla ödeme isteğini marka güveni üzerinden dolaylı olarak etkilediği tespit edilmiştir. Marka güveninin açıklanma oranı %59, daha fazla ödeme isteğinin açıklanma oranı da %62 olarak gerçekleşmiştir.

The Effects of Social Marketing Practices and Brand Communication on Brand Trust and Willingness to Pay More: A Research on the Head & Shoulders Brand

The purpose of this study is to investigate the effects of social marketing practices and brand communication on brand trust and the willingness to pay more. For this purpose, a study related to shampoo sector was carried out in Ankara. A qualitative research based on the shampoo brands the consumers use, the manufacturers of the brands and the social responsibility projects of the companies has been carried out with a focus group consisting of 10 academicians. As a result of the research; Head & Shoulders known for its sponsorships in World, Europe and Turkey Basketball League has come to the fore. The data collected from 384 consumers using this brand between June 1st and July 30th, 2017 was analyzed with convenience sampling method. The construct validity of the data set was tested by confirmatory factor analysis, its reliability was tested by cronbach alpha coefficients. Structural equation modeling has been used for research hypotheses. As a result of the research; it has been determined that social marketing practices and brand communication affect brand trust directly and brand trust affects willingness to pay more directly while social marketing practices and brand communication affect willingness to pay more indirectly over brand trust. The rate of explanation of brand trust was 59% and the rate of explanation of willingness to pay more was 62%.

PDF

___

Aktan, M., (2017). “Sigara Paketlerinde Bulunan Birleşik Sağlık Uyarılarının Etkinliğinin Sosyal Pazarlama Açısından Değerlendirilmesi”, Business and Economics Research Journal, Vol. 8, No. 3, 555-573.
Andreasen, A. R., (1994). “Social marketing: its definition and domain”, Journal of Public Policy and Marketing, 13, 108–114.
Aydın, G. ve Koç, E., (2016). “Social marketing analysis of attitude toward compulsory earthquake insurance in Turkey”, Yönetim ve Ekonomi Dergisi, Cilt. 23, Sayı. 2.
Aydın, H., (2017). “Marka güveni, farkındalığı ve benlik imaj uyumunun marka bağlılığına etkisinde marka aşkının aracılık rolü”, Ege Akademik Bakış, Cilt. 17, Sayı. 2, 281-294.
Azizi, S., (2014). “A model of factors affecting foreign brand trust”, Journal of Competitiveness, Vol. 6, No. 3, 20-31.
Bayraktar, A., (2015). “Are consumers really willing to pay more for favorable brand associations? The moderating role of product value and product risk level”, Ege Akademik Bakış, Cilt. 15, Sayı. 4, 565-575.
Beerli-Palacio, A., Martin-Santana, J., (2015). “How to increase blood donation by social marketing” International Review of Public and Nonprofit Marketing doi: 10.1007/s12208-015-0133-8.
Carroll, B.A., Ahuvia, A., (2006). “Some antecedents and outcomes of brand love”, Marketing Letters, Vol. 17, No. 2, 79-89.
Celemente Mediavilla, J., Sebastian Morillas, A., (2018). “New discourses in brand communication in Spain: Adaptation vs. renewal of target audience”, Communication Society, 31 (2), 25-38.
Chinomona, R., (2016). “Brand communication, brand image and brand trust as antecedents of brand loyalty in Gauteng Province of South Africa” African Journal of Economic and Management Studies, Vol. 7, No. 1, 124-139
Chiu, C. M., Huang, H. Y., Yen, C. H., (2010). “Antecedents of online trust in online auctions”, Electronic Commerce Research and Application, Vol. 9, No. 2, 148- 159.
Dwivedi, A., McDonald, R., (2018). “Building brand authenticity in fast-moving consumer goods via consumer perceptions of brand marketing communications”, European Journal of Marketing, Vol. 52, No. 7/8, 1387-1471.
Erol, F., (2017). “Dijital dünyanın sosyal uçurumları kapamadaki rolü: sosyal medya ve sosyal pazarlama ilişkisi üzerine bir inceleme”, Gümüşhane Üniversitesi Sosyal Bilimler Dergisi, Cilt. 8, Sayı. 21, 33-48.
Fornell, C., Larcker, D.F., (1981). “Evaluating structural equation models with unobservable variables and measurement error”, Journal of Marketing Research, 48, 39-50.
Gefen, D., Karahanna, E., Straub, D. W., (2003). “Trust and TAM in online shopping: an integrated model”, MIS Quarterly, Vol. 27, No. 1, 51-90.
Gürbüz, S. ve Şahin, F., (2014). Sosyal Bilimlerde Araştırma Yöntemleri Felsefe - Yöntem - Analiz, Seçkin Yayınevi, Ankara.
Hoek, J., Jones, S. C., (2011). “Regulation, public health and social marketing: a behaviour change trinity”, Journal of Social Marketing, Vol. 1, No. 1, 32-44.
Jin, S. A. A., Lee, K. M., (2010). “The ınfluence of regulatory fit and ınteractivity on brand satistaction and trust ın e-health marketing ınside 3d virtual worlds (second life)”, Cyberpsychology, Behavior, And Social Networking, 13 (6), 673–680.
Jones, S. C., Donovan, R. J., (2002). “Self-regulation of alcohol advertising: is it working for Australia?”, Journal of Public Affairs, Vol. 2, No. 3, 153-165.
Keller, K. L., Lehmann, D. R., (2006). “Brands and branding: research findings and future priorities”, Marketing Science, Vol. 25, No. 6, 740-759.
Kotler, P., Andreasen, A., (1996). Strategic marketing for non profit marketing. Englewood Cliffs: Prentice-Hall.
Krishna, A., (1991). “Effect of dealing patterns on consumer perceptions of deal frequency and willingness to pay”, Journal of Marketing Research, 441-451.
Li, G., Li, G., Kambele, Z., (2012). “Luxury fashion brand consumers in China: perceived value, fashion lifestyle, and willingness to pay”, Journal of Business Research, Vol. 65, No. 10, 1516-1522.
Li, N., Robson, A., Coates, N., (2013). “Chinese consumers’ purchasing: impact of value and affect”, Journal of Fashion Marketing and Management, Vol. 17, No. 4, 486-508.
Luk, S. T., Yşp, L. S.x (2008). “The moderator effect of monetary sales promotion on the relationship between brand trust and purchase behaviour”, Journal of Brand Management, 15 (6), 452-464.
Mabkhot, H. A., Sahari, H., Salleh, S., (2017). “The influence of brand image and brand personality on brand loyalty, mediating by brand trust: an empirical study”, Jurnal Pengurusan, 50, 1-18.
Madhavaram, S., Badrinarayanan, V., 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, Vol. 34, No. 4, 69-80.
Menidjel, C., Benhabib, A., Bilgihan, A., (2017). “Examining the moderating role of personality traits in the relationship between brand trust and brand loyalty”, Journal of Product and Brand Management, 26/6, 631–649.
Mert, G., (2012). “Sosyal pazarlama uygulamalarının tüketici davranışı ve firma performansı üzerinet etkileri: teori ve bir uygulama”, Organizasyon ve Yönetim Bilimleri Dergisi, Cilt. 4, Sayı. 1, 117-129.
Moon, S. J., Costello, J. P., Koo, D. M., (2017). “The impact of consumer confusion from eco-labels on negative WOM, distrust, and dissatisfaction”, International Journal of Advertising Vol. 36, No. 2, 246-271.
Nawaz, N., Usman, A., (2011). “What makes customers brand loyal: A study on telecommunication sector of Pakistan”, International Journal of Business and Social Science, 2 (14), 213-221.
O'Cass, A., Choy, E., (2008). “Studying Chinese generation Y consumers' involvement in fashion clothing and perceived brand status2, Journal of Product & Brand Management, Vol. 17, No. 5, 341-352.
Papatya, N., Papatya, G. ve Hamşıoğlu, A. B., (2015). “Sürdürülebilir rekabet yönetiminde marka değeri ve marka güveni: Süleyman Demirel Üniversitesinde bir uygulama”, Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Cilt. 20, Sayı. 3, 35-54.
Potente, S., McIver, J., Anderson, C., Coppa, K., (2011). “It’s a beautiful day for cancer’’: an innovative communication strategy to engage youth in skin cancer prevention”, Social Marketing Quarterly, 17, 86–105.
Rogdiguez, S., Camero, C, Gutierrez, J., (2002). “Loyalty and value in the consumer’s relationship. An application to the case of financial service”, Granada: Universidad de Valladolid. Ponencia publicade en las memorias del XIV Encuentro de Profesores Universitarios de Marketing, 2-15.
Shin, Y. H., Moon, H., Jung, S. E., Severt, K., (2017). “The effect of environmental values and attitudes on consumer willingness to pay more for organic menus: A value-attitude-behavior approach”, Journal of Hospitality and Tourism Management, 33, 113-121.
Siew, S. W, Minor, M. S., Felix, R., (2018). “The influence of perceived strength of brand origin on willingness to pay more for luxury goods”, Journal of Brand Management, https://doi.org/10.1057/s41262-018-0114-4.
Şahin, A., Zehir, C. ve Kitapçi, H., (2011). “The effects of brand experiences, trust and satisfaction on building brand loyalty; an empricial research on global brands”, The 7th International Strategic Management Conference, Paris.
Şahin, E. ve Gültekin, C., (2017). “Markaya duyulan güven ve etnosentrik eğilimlerin marka sadakatine etkisi: bir marka örneği”, Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Cilt. 22, Sayı. 4, 993-1012.
Uptown, D., Thirlaway, K., (2014). Promoting healthy behavior: A practical guide. Routledge.
Villagra, N., Lopez, B., Monfort, A., (2015). “The management of intangibles and the corparet brand: has someting changed in the relationship between companies and society?” Revista Latina de Commicacion Social, 70, 793-812.
Wasan, P. G., Tripathi, G., (2014). “Revisiting social marketing mix: a socio-cultural perspective”,Journal of Services Research, Vol. 14, No. 2, 127-144.
Weinreich, N. K., (2007). “What is social marketing?”, USA: Weinreich Communications.
Yang, Y. C., Liu, S. W., (2018). “Links between switching costs, brand trust, and customer loyalty in mobile phone services”, The International Journal of Organizational Innovation, Vol. 10, No. 4, 315-326.
Yavuz, E. ve Ünal, S., (2018). “Bilişsel ve marka güveninin satın alma davranışı üzerindeki etkisi: Erzurum ilinde bir araştırma”, Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, Cilt. 32, Sayı. 2, 247-266.
Zehir, C., Şahin, A., Kitapçı, H. ve Özşahin, M., (2011). “The effects of brand communication and service quality in building brand loyalty through brand trust; the empirical research on global brands”, The 7th International Strategic Management Conference, Paris.