Öznur Özkan TEKTAŞ, Arş. Gör. Begüm UĞUR

Benlik Uyumu ve Fonksiyonel Uyumun Tüketici Marka Bağı Üzerindeki Etkisi: Cep Telefonu Kullanıcıları Üzerine Bir Çalışma

Tüketim tek yönlü ekonomik bir olgu olmaktan çıkmış; sembolik anlamlar da içeren bütünleyici bir hale bürünmüştür. Benlik uyumu ve fonksiyonel uyum, tüketimin hem sembolik hem de faydacı yönlerine vurgu yapmaktadır. Tüketimin bir bütün olarak anlaşılabilmesi için bu iki kavramın bir arada değerlendirilmesi önemlidir. Bununla birlikte, tüketiciler, Buna ek olarak tüketiciler kendilerine yakın buldukları ürün ya da markaları tercih etmekte ve bunlarla bağ kurmaktadır. Bu çerçevede çalışmanın amacı, tüketicilerin cep telefonu markaları ile aralarındaki benlik uyumu ve fonksiyonel uyumun, tüketici-marka bağı üzerindeki doğrudan ve dolaylı etkilerinin incelenmesidir. Literatürde benlik uyumu ve fonksiyonel uyumla ilgili çalışmalar olmasına rağmen, bu iki kavramın tüketici-marka bağına etkisini inceleyen çalışmalara rastlanmamıştır. Yüz yüze anket yöntemi ile Ankara’da yaşayan 302 cep telefonu kullanıcısından elde edilen verilerin test edilmesi için Çoklu Regresyon Analizi ve Bootstrapping yöntemi kullanılmıştır. Bu testler sonucunda, cep telefonu kullanıcılarının benlik uyumu ve fonksiyonel uyumunun, tüketici-marka bağını olumlu yönde etkilediği tespit edilmiştir. Buna ek olarak, fonksiyonel uyumun, benlik uyumunun tüketici-marka bağına etkisine aracılık ettiği ortaya konmuştur

Anahtar Kelimeler:

Benlik uyumu, fonksiyonel uyum, tüketici-marka bağı

THE IMPACT OF SELF CONGRUITY AND FUNCTIONAL CONGRUITY ON CONSUMER-BRAND ENGAGEMENT: A STUDY ON MOBILE PHONE USERS

Consumption is no longer a one-way economic phenomenon; it has become a complementary form that includes symbolic meanings. Self-congruity and functional congruity emphasize both symbolic and utilitarian aspects of consumption. It is important to evaluate these two concepts together in order to understand consumption as a whole. In addition, consumers choose and get engaged products or brands that they feel close to them. The present study aims to explore the direct and indirect effects of self-congruity and functional congruity on consumer-brand engagement. Although there are studies on self-congruity and functional congruity in the literature, there have been no studies investigating the effect of these two concepts on the consumer-brand engagement. Face-to-face survey method was used to collect the necessary data from 302 cell phone users living in Ankara. In order to test the hypotheses, multiple regression and bootstrapping analyses were used. The results of the analyses show that self-congruity and functional congruity of mobile phone users affect consumer-brand engagement positively. Furthermore, it is revealed that functional congruity has a mediator role on the relationship between self-congruity and consumerbrand engagement

Keywords:

Self-congruity, functional congruity, consumer-brand engagement,

PDF

___

Ahn, T., Ekinci, Y. ve Li, G. (2013). Self-Congruence, Functional Congruence, and Destination Choice. Journal of Business Research, 66(6): 719-723.
Allen, C. T., Fournier, S. ve Miller, F. (2008). Brands and Their Meaning Ma- kers. Handbook of Consumer Psychology, 781-822.
Ankara Kalkınma Ajansı (2016). İstatistiklerle Ankara – 2016, Ankara.
Armutlu, C. (2008). Sembolik Tüketim: Benlik İmajı Uyumu Üzerine Bir Araştır- ma. Doktora Tezi, Gazi Üniversitesi.
Avcıoğlu, C. (2016). Tüketicilerin Markalar ile Sosyal Medya Kanalları Aracı- lığıyla Kurduğu Bağ ve Pazarlama Stratejilerine Etkileri. Yüksek Lisans Tezi, Doğuş Üniversitesi.
Belk, R. W. (1988). Possessions and the Extended Self. Journal of Consumer Re- search, 15(2): 139-168.
Bergkvist, L. ve Bech-Larsen, T. (2010). Two Studies of Consequences and Actionab- le Antecedents of Brand Love. Journal of Brand Management, 17(7): 504-518.
Bhat, S. ve Reddy, S. K. (1998). Symbolic and Functional Positioning of Brands. Journal of Consumer Marketing, 15(1): 32-43.
Bowden, J. L. H. (2009). The Process of Customer Engagement: A Conceptual Framework. Journal of Marketing Theory and Practice, 17(1): 63-74.
Choi, S. M. ve Rifon, N. J. (2012). It is a Match: The Impact of Congruence Between Celebrity Image and Consumer Ideal Self on Endorsement Effec- tiveness. Psychology & Marketing, 29(9): 639-650.
Chu, S. C. ve Kim, Y. (2011). Determinants of Consumer Engagement In Elect- ronic Word-of-Mouth (eWOM) in Social Networking Sites. International Journal of Advertising, 30(1): 47-75.
Dedeoğlu, A. O. (2004). The Symbolic Use of Mobile Telephone Among Turkish Consumers. Journal of Eeromarketing, 13(2-3): 143-162.
De Vries, N. J. ve Carlson, J. (2014). Examining The Drivers and Brand Perfor- mance Implications of Customer Engagement with Brands in The Social Media Environment. Journal of Brand Management, 21(6), 495-515.
Deloitte (2016). Deloitte Global Mobil Kullanıcı Anketi 2015, İstanbul. https://www2.deloitte.com/content/dam/Deloitte/tr/Documents/techno- logy-mediatelecommunications/deloitte-global-mobil-kullanici-anke- ti-2015-f.pdf, (Erişim tarihi: 09.11.2017)
Dwivedi, A. (2015). A Higher-Order Model of Consumer Brand Engagement and Its Impact on Loyalty Intentions. Journal of Retailing and Consumer Ser- vices, 24, 100-109.
Ericksen, M. K. (1997). Using Self-Congruity and Ideal Congruity to Predict Pur- chase Intention: A European Perspective. Journal of Euromarketing, 6(1), 41-56
Fournier, S. (1998). Consumers and Their Brands: Developing Relationship The- ory in Consumer Research. Journal of Consumer Research, 24(4), 343-373.
France, C., Merrilees, B. ve Miller, D. (2016). An Integrated Model of Custo- mer-Brand Engagement: Drivers and Consequences. Journal of Brand Ma- nagement, 23(2), 119-136.
Gambetti, R. C., Graffigna, G. ve Biraghi, S. (2012). The Grounded Theory Ap- proach to Consumer-Brand Engagement. International Journal of Market Research, 54(5): 659-687.
Gambetti, R., Graffigna, G. ve Biraghi, S. (2014). Consumer–Brand Engage- ment. Wiley Encyclopedia of Management.
Goldsmith, R. E., Flynn, L. R. ve Clark, R. A. (2011). Materialism and Brand Engagement as Shopping Motivations. Journal of Retailing and Consumer Services, 18(4): 278-284.
Grubb, E. L. ve Grathwohl, H. L. (1967). Consumer Self-Concept, Symbolism and Market Behavior: A Theoretical Approach. The Journal of Marketing
Grubb, E. L. ve Hupp, G. (1968). Perception of Self, Generalized Stereotypes, and Brand Selection. Journal Of Marketing Reseaarch, 5(1): 58-63.
Grzeskowiak, S., ve Sirgy, M. J. (2007). Consumer Well-Being (CWB): The Effects of Self-Image Congruence, Brand-Community Belongingness, Brand Loyalty, and Consumption Recency. Applied Research in Quality of Life, 2(4): 289-304.
Gülmez, M. (2005). Üniversite Öğrencilerinin Cep Telefonu Satın Alma ve Kul- lanımını Etkileyen Faktörler: Sivas Cumhuriyet Üniversitesi ile Tokat Ga- ziosmanpaşa Üniversitelerinde Bir Uygulama. Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 24: 37-62
Hair, J. F., Anderson, R. E., Babin, B. J. ve Black, W. C. (2010). Multivariate Data Analysis: A Global Perspective. Upper Saddle River, Nj: Pearson.
Hair, J. F., Bush, R. P., ve Ortinau, D. J. (2002). Marketing Research: Within a Chan- ging Information Environment, New York: The McGraw−Hill Companies.
Han, J. W. (2006). The Impact Of Self-Concept/Product Image Congruity And Functional Congruity On Brand Preference: Three Product Categories. Doktora Tezi, Florida State University.
Hirschman, E. C. ve Holbrook, M. B. (1982). Hedonic Consumption: Emerging Concepts, Methods and Propositions. The Journal of Marketing, 46(3): 92- 101.
Hohenstein, N., Sirgy, M. J., Herrmann, A. ve Heitmann, M. (2007). Self-Congru- ity: Antecedents and Consequences. Aix En Provance: France University Paul Cezanne, 118-130.
Hollebeek, L. D. (2011). Demystifying Customer Brand Engagement: Exploring the Loyalty Nexus. Journal of marketing management, 27(7-8):785-807.
Huber, F., Vollhardt, K., Matthes, I. ve Vogel, J. (2010). Brand Misconduct: Con- sequences on Consumer–Brand Relationships. Journal of Business Resear- ch, 63(11): 1113-1120.
Hung, K. ve Petrick, J. F. (2011). The Role of Self-and Functional Congruity in Cruising Intentions. Journal of Travel Research, 50(1): 100-112.
Islam, J. U., ve Rahman, Z. (2016). Linking Customer Engagement to Trust and Word-of-Mouth on Facebook Brand Communities: An Empirical Study. Journal of Internet Commerce, 15(1): 40-58.
Jamal, A. ve Goode, M. M. (2001). Consumers And Brands: A Study of The Im- pact of Self-Image Congruence on Brand Preference and Satisfaction. Mar- keting Intelligence & Planning, 19(7): 482-492.
Japutra, A., Ekinci, Y., ve Simkin, L. (2014). Exploring Brand Attachment, Its De- terminants and Outcomes. Journal of Strategic Marketing, 22(7): 616-630.
Johar, J. S. ve Sirgy, M. J. (1991). Value-Expressive Versus Utilitarian Advertising Appeals: When and Why to Use Which Appeal. Journal of Advertising
Kang, J., Tang, L. ve Lee, J. Y. (2012). Self-Congruity and Functional Congruity in Brand Loyalty. Journal of Hospitality & Tourism Research. 39(1): 105-131.
Kang, J., Tang, L., Lee, J. Y. ve Bosselman, R. H. (2011). Understanding Customer Behavior in Name-Brand Korean Coffee Shops: The Role of Self-Congru- ity and Functional Congruity. International Journal of Hospitality Mana- gement, 31(3): 809-818.
Katz, J. E., ve Sugiyama, S. (2006). Mobile Phones as Fashion Statements: Evidence from Student Surveys in the US and Japan. New Media & So- ciety, 8(2): 321-337.
Keller, K. L. (2001). Building Customer-Based Brand Equity: A Blueprint For Creating Strong Brands.
Keller, K. L. (2013). Strategic Brand Management. New Jersey: Prentice Hall.
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.
Kumar, V. Ve Nayak, J. K. (2014). The Role of Self-Congruity and Functional Congruity in Influencing Tourists’ Post Visit Behavior. Advances in Hospi- tality and Tourism Research, 2(2): 22-44.
Leckie, C., Nyadzayo, M. W. ve Johnson, L. W. (2016). Antecedents of Consu- mer Brand Engagement and Brand Loyalty. Journal of Marketing Manage- ment, 32(5-6): 558-578.
Lee, J. Y., Kang, J. ve Tang, L. (2011). The Role of Store-Image and Functional Image Congruity in Determining Brand Loyalty: Cognitive, Affective, And Conative Brand Loyalty in the Context of Brand Coffeehouses. 1-12.
Litvin, S. W. ve Kar, G. H. (2004). Individualism/Collectivism as a Moderating Factor to the Self-Image Congruity Concept. Journal of Vacation Marke- ting,10(1): 23-32.
Liu, F., Li, J., Mizerski, D. ve Soh, H. (2012). Self-Congruity, Brand Attitude, and Brand Loyalty: A Study on Luxury Brands. European Journal of Marke- ting, 46(7/8): 922-937.
Malar, L., Krohmer, H., Hoyer, W. D. ve Nyffenegger, B. (2011). Emotional Brand Attachment and Brand Personality: The Relative Importance of the Actual and the Ideal Self. Journal Of Marketing, 75(4): 35-52.
Malhotra, N. K. (1988). Self Concept and Product Choice: An Integrated Perspe- ctive. Journal of Economic Psychology, 9(1): 1-28.
Menguc, B., Auh, S., Fisher, M. ve Haddad, A. (2013). To Be Engaged or not to Be Engaged: The Antecedents and Consequences of Service Employee En- gagement. Journal of Business Research, 66(11): 2163-2170.
Nunnally, J. C. ve Bernstein, I. H. (1994). Psychometric Theory. New York: Mcg- raw-Hill.
Odabaşı, Y. ve Barış, G. (2013). Tüketici Davranışı. İstanbul: Kapital Medya Hiz- metleri/ Mediacat Kitapları.
Onkvisit, S. ve Shaw, J. (1987). Self-Concept and Image Congruence: Some Re- search and Managerial Implications. Journal of Consumer Marketing, 4(1): 13-23.
Patterson, P., Yu, T. ve De Ruyter, K. (2006). Understanding Customer Engage- ment in Services. In Advancing Theory, Maintaining Relevance, Proceedin- gs of ANZMAC 2006 Conference, Brisbane, 4-6.
Park, M. ve Yoo, J. (2016). E-Mass Customization: Effects of Self-Congruity and Functional Congruity on Consumer Responses. Social Behavior and Perso- nality: An International Journal, 44(8): 1379-1394.
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: 879-891.
Salanova, M., Agut, S., ve Peiró, J. M. (2005). Linking Organizational Resources and Work Engagement to Employee Performance and Customer Loyalty: The Mediation of Service Climate. Journal of Applied Psychology, 90(6): 1217-1227.
Sashi, C. M. (2012). Customer Engagement, Buyer-Seller Relationships, and So- cial Media. Management Decision, 50(2): 253-272.
Sirgy, M. J. (1982). Self-Concept in Consumer Behavior: A Critical Review. Jour- nal of Consumer Research, 9(3): 287-300.
Sirgy, M. J. (1985). Using Self-Congruity and Ideal Congruity to Predict Purchase Motivation. Journal of Business Research, 13(3): 195-206.
Sirgy, M. J., Grewal, D. ve Mangleburg, T. (2000). Retail Environment, Self-Congruity, and Retail Patronage: An Integrative Model and a Research Agenda. Journal of Business Research, 49(2): 127-138.
Sirgy, M. J., Grewal, D., Mangleburg, T. F., Park, J. O., Chon, K. S., Claiborne, C. B., Johar, J. H. ve Berkman, H. (1997). Assessing The Predictive Validity of Two Methods of Measuring Self-Image Congruence. Journal of the Aca- demy of Marketing Science, 25(3): 229-241.
Sirgy, M. J., Grzeskowiak, S. ve Su, C. (2005). Explaining Housing Preference and Choice: The Role of Self-Congruity and Functional Congruity. Journal of Housing and the Built Environment, 20(4): 329-347.
Sirgy, M. J., Johar, J. S., Samli, A. C. ve Claiborne, C. B. (1991). Self-Congruity Versus Functional Congruity: Predictors of Consumer Behavior. Journal of the Academy of Marketing Science, 19(4): 363-375.
Sirgy, M. J. ve Samli, A. C. (1985). A Path Analytic Model of Store Loyalty Invol- ving Self-Concept, Store Image, Geographic Loyalty, and Socioeconomic Status. Journal of the Academy of Marketing Science, 13(3): 265-291.
Sirgy, M. J. ve Su, C. (2000). Destination Image, Self-Congruity, and Travel Behavior: Toward an Integrative Model. Journal of Travel Research, 38(4): 340-352.
Sit, J., Merrilees, B. ve Grace, D. (2003). A Conceptual Framework for Enter- tainment Consumption at Shopping Centres: An Extension to Functional Congruity of Satisfaction. In ANZMAC 2003 Conference Proceedings Ade- laide. Adelaide, Australia, 1-3.
Sprott, D., Czellar, S. ve Spangenberg, E. (2009). The Importance of a General Measure of Brand Engagement on Market Behavior: Development and Va- lidation of a Scale. Journal of Marketing Research, 46(1): 92-104.
Şimşek, Ö. F. (2007). Yapısal Eşitlik Modellemesine Giriş, Temel İlkeler ve LIS- REL Uygulamaları, İstanbul: Ekinoks Yayınları.
Türkiye İstatistik Kurumu (2016). Hanehalkı Bilişim Teknolojileri Kullanım Araş- tırması - 2016, Ankara. www.tuik.gov.tr/PreHaberBultenleri.do?id=21779, (Erişim tarihi: 20.10.2017)
Türkiye İstatistik Kurumu (2017). Hanehalkı Bilişim Teknolojileri Kullanım Araş- tırması - 2017, Ankara. www.tuik.gov.tr/PreTablo.do?alt_id=1028, (Erişim tarihi: 20.10.2017)
Usakli, A. ve Baloglu, S. (2011). Brand Personality of Tourist Destinations: An App- lication of Self-Congruity Theory. Tourism Management, 32(1): 114-127.
Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P. ve Verhoef, P. C. (2010). Customer Engagement Behavior: Theoretical Foundations and Research Directions. Journal of Service Research, 13(3): 253-266.
Vivek, S. D., Beatty, S. E. ve Morgan, R. M. (2012). Customer Engagement: Exp- loring Customer Relationships Beyond Purchase. Journal of Marketing Theory and Practice, 20(2): 122-146.