Research Article
BibTex RIS Cite

MARKA KİŞİLİĞİNİN MARKA SADAKATİ ÜZERİNDEKİ ETKİSİNDE ÜRÜN İLGİLENİMİNİN DÜZENLEYİCİ (MODERATÖR) ROLÜ

Year 2017, 22. UPK Ahmet Hamdi İSLAMOĞLU Special Issue, 45 - 58, 25.12.2017
https://doi.org/10.18092/ulikidince.349042

Abstract

21.yy.da
teknolojide yaşanan önemli gelişmeler tüketici dikkatinin belirli markalar
üzerinde tutulmasını zorlaştırmaktadır. Dijital çağ olarak adlandırılan bu
dönemde özellikle mobil telefon markaları arasında ciddi bir rekabet olduğu
görülmektedir. En büyük rekabet Apple ve Samsung markaları arasındadır. İki
markanın da markalarının kişiliklerini ve tüketici sadakatini korumaya
çalışmakta oldukları dikkat çekmektedir. Bu nedenle ürünlerine olan
ilgilenimini canlı tutmak için çaba harcadıkları görülmektedir. Bu çalışmada
marka kişiliği ve marka sadakati arasındaki ilişkide ürün ilgileniminin
düzenleyici etkisi olup olmadığı tespit edilmeye çalışılmıştır. Araştırma
modeli her iki marka için ayrı ayrı test edilerek yorumlanmıştır. Çalışma
Erzurum ili Merkez ilçede 210 kişini katılımıyla yüz yüze anket uygulanarak
gerçekleştirilmiştir. Yapılan analizler sonucunda her iki markada da ürün
ilgileniminin, marka kişiliğinin marka sadakati üzerindeki etkisinde
düzenleyici role sahip olduğu ancak markaların kişilik alt boyutlarında farklı
algılandıkları ortaya çıkmıştır.  

References

  • Aaker, D. A. (1996). Building Strong Brands (1 th ed.). New York: Free Press
  • Aaker, D. A. (1991). Managing Brand Equity: Capitailizing on The Value of A Brand Name (1 th ed.). New York: Free Press.
  • Aaker, J. L. (1997). Dimensions of Brand Personality. Journal of Marketing Research, 34(3), 347-356.
  • Alavijeh, M. R. K., Rezaee, M. and Hosseinabadi, V. (2014). Relationship Between University Brand Personality and Student Behavioral Loyalty. KEDI Journal of Educatioanl Policy, 11(2), 143-161.
  • Allen, P. ve Bennett, K. (2010). Pasw Statistics By Spss: A Practical Guide (18 th ed.). Australia: Cengage Learning.
  • Assael, H. (2004). Consumer Behavior A Strategic Approach (4th ed.). New York: Houghton Mifflin Harcourt Company.
  • Awolaja, A. M. (2017). Demographic Segmentation, Mobile Phones Attributes and Purchase Behaviour of University Students in Nigeria. Osogbo Journal Of Management, 1(3),48-55.
  • 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), 1173-1182.
  • Belanche, D., Flavian, C. ve Rueda, A. P. (2017). Understanding Interactive Online Advertising: Congruence and Product Involvement in Highly and Lowly Arousing, Skippable Video Ads. Journal of Interactive Marketing, 37, 75-88.
  • Bian, X. ve Moutinho, L. (2011). The Role of Brand Image, Product Involvement and Knowledge in Explaining Consumer Purchase Behaviour of Counterfeits Direct and Indirect Effects. European Journal Of Marketing, 45(1/2), 191-216.
  • Bloch, P. H. ve Richins, M. L. (1983). A Theoretical Model For The Study of Product Importance Perceptions. The Journal of Marketing, 47(3), 69-81.
  • Bloch, P. H. (1982). Involvement Beyond the Purchase Process: Conceptual Issues and Empirical Investigation. Advances in Consumer Research, 9, 413-417.
  • Campell, J., Dipietro, R. B. ve Remar, D. (2014). Local Foods in A University Setting: Price Cons-ciousness, Product Involvement, Price/Quality İnference And Consumer’s Willingness-To-Pay. International Journal of Hospitality Management, 42, 39-49.
  • Can, E. (2007). Marka ve Marka Yapılandırma. Marmara Üniversitesi İ.İ.B.F. Dergisi, 12(1), 225-237.
  • Chaudhuri, A. ve Holbrook, M. B. (2001). The Chain of Effects From Brand Trust and Brand Effect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2), 81-93.
  • Chung, S. ve Park, J. (2015). The Influence Of Brand Personality And Relative Brand Identifica-tion On Brand Loyalty İn The European Mobile Phone Market. Canadian Journal of Administrative Science, 34(1), 47-62.
  • Çilingir, Z. ve Yıldız, S. (2010). Tüketicilerin Ürünlere Olan İlgileniminin Marka Sadakati Üzerindeki Etkisi: Sembolik Nitelikteki Bir Ürün Grubu İçin İstanbul İli Pilot Çalışması. ZKÜ Sosyal Bilimler Dergisi, 6(11), 79-100.
  • Dholakia, U. M. (2001). A Motivational Process Model Of Product İnvolvement And Consumer Risk Perception. European Journal of Marketing, 35(11/12), 1340-1362.
  • Dölarslan, E. Ş. (2015). Tüketicilerin Ürün İlgilenim Ve Bilgi Düzeyinin Marka Sadakatine Etkisinin Fikir Liderliği Kapsamında Değerlendirilmesi. Pazarlama ve Pazarlama Araştırmaları Dergisi, 15, 23-48.
  • Erciş, A. ve Türk, B. (2016). Etik Çerçevesinde Tüketim, Tüketici ve Çevre: Ekolojik Okuryazarlığın Moderatör Rolü. Çukurova Üniversitesi İİBF Dergisi, 20(2), 1-24. Field, A. P. (2009). Discovering Statistics Using Spss (3th ed.). London: Sage Publication Ltd.
  • Güzel, D. (2016). İmalatçı Kobi’lerde Benchmarking Tekniğinin Bilinirliği Ve Uygulanabilirliği: Erzurum, Erzincan, Bayburt (TRA1) Bölgesinde Bir Araştırma. Çukurova Üniversitesi İİBF Dergisi, 20(1), 149-161.
  • Hanzaee, K. H., Khoshpanjeh, M. ve Rahnama, A. (2011). Evaluation Of The Effects Of Product İnvolvement Facets On Brand Loyalty. African Journal of Business Management, 5(16), 6964.
  • Hong, I. B. (2015). Understanding The Consumer’s Online Merchant Selection Process: The Ro-les of Product İnvolvement, Percieved Risk And Trust Expectation. International Journal of İnformation Management, 35, 322-336.
  • Hoonsopon, D. ve Puriwat, W. (2016). The Effect of Reference Groups on Purchase Intention: Evidence in Distinct Types of Shoppers and Product İnvolvement. Australasian Marke-ting Journal, 24, 157-164.
  • Hsin, K. C., Huery, R. Y. ve Ya, T. R. (2009). The Impact of Brand Awareness On Consumer Purc-hase İntention: The Mediating Effect of Percieved Quality and Brand Loyalty. Journal of International Management Studies, 4(1), 135-144.
  • Kim, C. K., Han, D. ve Park, S.B. (2001). The Effect of Brand İdentification On Brand Loyalty: Applying The Theory of Social Identification. Japanese Psychological Research, 43(4), 195-206.
  • Kim, D., Magnini, V. P. ve Singal, M. (2011). The Effects of Customers’ Perceptions of Brand Per-sonality İn Casual Theme Restaurants. International Journal of Hospitality Management, 30(2), 448-458.
  • Kim, H. S. (2005). Consumer Profiles Of Apparel Product Involvement And Values. Journal of Fashion Marketing and Management: An International Journal, 9(2), 207-220.
  • Kim, J., W., Lee, F. ve Suh, Y. G. (2015). Satisfaction And Loyalty From Shopping Mall Experience And Brand Personality. Services Marketing Quarterly, 36(1), 62-76.
  • Lada, S., Sidin, S.M.D ve Cheng, K. T. G. (2014). Moderating Role of Product İnvolvement on The Relationship Between Brand Personality And Brand Loyalty. The Journal of Internet Banking and Commerce, 19(2), 1-16.
  • Laurent, G. ve Kapferer, J. N. (1985). Measuring Consumer Involvement Profiles. Journal of Mar-keting Research, 22(1), 41-53.
  • LeClerc, F. ve Little, J. D. C. (1997). Can Advertising Copy Make FSI Coupons More Effective?. Jo-urnal of Marketing Research, 34, 473-484.
  • Lee, Y. K., Back, K. J. ve Kim, J. Y. (2009). Family Restorant Brand Personality And Its Impact on Consumer’s Emotion, Satisfaction and Brand Loyalty. Journal of Hospitality and Tou-rism Research, 33(3), 305-328.
  • Ling, Y.J., Ariff, M. S. B. M., Zakuan, N., Tajudin, M. N. M., Ishak, N. ve Ismail, K. (2014). Brand Personality, Brand Loyalty and Brand Quality Rating in The Contact Lens Perspective. Review of Integrative Business & Economics Research, 3(2). 433-448.
  • Nagar, K. (2015). Modeling The Effects of Green Advertising on Brand Image: Investigating The Moderating Effects of Product İnvolvement Using Structral Equation. Journal of Global Marketing, 28(3-5), 152-171.
  • Oliver, R. L. (1999). Whence Consumer Loyalty. Journal of Marketing, 63, 33-44.
  • Özbek, V. ve Külahlı, A. (2016). Tüketiclerin İlgilenim, Memnuniyrt Ve Sadakat Düzeyleri Cinsi-yete Göre Değişmekte Midir?. Business Management Studies: An International Journal, 4(3), 316-340.
  • Özgüven, N. ve Karataş, E. (2010). Genç Tüketicilerin Marka Kişiliği Algılamalarının Cinsiyete Göre Değerlendirilmesi: Mcdonald’s ve Burger King. Süleyman Demirel Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 1(11), 139-143.
  • Plummer, J. T. (2000). How Personality Makes a Difference. Journal of Advertising Research, 40(6), 79-83.
  • Qester, P. ve Lim, A. L. (2003). Product İnvolvement/Brand Loyalty: İs There A Link?. Journal of Product and Brand Management, 12(1), 22-38.
  • Ramaseshan, B. ve Stein, A. (2014). Connecting The Dots Between Brand Experience and Brand Loyalty: The Mediating Role of Brand Personality And Brand Relationship. Journal of Brand Management, 21, 664-683.
  • Richins, M. L. ve Bloch, P. H. (1986). After The New Wears Off: The Temporal Context of Pro-duct İnvolvement. Journal of Consumer Research, 13(2), 280-285.
  • Su, J. Ve Tong, X. (2016). Brand Personality, Consumer Satisfaction and Loyalty: A Perspective From Demin Jeans Brands. Family and Consumer Sciences Research Journal, 44(4), 427-446.
  • Suh, J. C. ve Yi, Y. (2006). When Brand Attitudes Affects The Customer Satisfaction-Loyalty Re-lation: The Moderating Role of Product İnvolvement. Journal of Consumer Psycholgy, 16(2), 145-155.
  • Sung, Y. ve Kim, J. (2010). Effects of Brand Personality on Brand Trust and Brand Affect. Psycho-logy and Marketing, 27, 639-661.
  • Ulusu, Y. (2016). İlgilenim. Marmara Üniversitesi Öneri Dergisi, 12(45), 569-586.
  • Ustaahmetoğlu, E. (2013). Tüketici Karar Türleri ve İlgilenim. Erzurum Atatürk Üniversitesi Açı-köğretim Yayınları, 13, 1-23.
  • Zentes, J., Morschett, D. ve Klein, H. S. (2008). Brand Personality of Retailers-An Analysis of Its Applicability And İts Effect on Store Loyalty. The International Review of Retail, Distri-bution and Consumer Research, 18(2), 167-184.

THE MODERATOR ROLE OF PRODUCT INVOLVEMENT AT THE EFFECT OF BRAND PERSONALITY ON BRAND LOYALTY

Year 2017, 22. UPK Ahmet Hamdi İSLAMOĞLU Special Issue, 45 - 58, 25.12.2017
https://doi.org/10.18092/ulikidince.349042

Abstract

Important
developments in technology in the twenty-first century make it difficult to
keep consumer attention on certain brand. It is seen that there is a serious
competition especially in the mobile phone brands in this period called digital
age. The biggest competition is between Apple and Samsung brands. Both brands
are trying to protect the personalities of their brands and the loyalty of
their customers. It seems that they are trying to keep the involvement for
their products alive. In this study, it has been tried to determine whether the
relation between brand personality and brand loyalty is the regulatory effect
of the product involvement. The research model has been tested and interpreted
separately for both brands. The study was conducted by applying face to face
questionnaire with the participation of 210 people in the central district of
Erzurum. As a result of the analysis, it was revealed that the product involvement
of both brands had a regulatory role in the effect of the brand personality on
the brand loyalty but they perceived differently in the personality
sub-dimensions of the brands.

References

  • Aaker, D. A. (1996). Building Strong Brands (1 th ed.). New York: Free Press
  • Aaker, D. A. (1991). Managing Brand Equity: Capitailizing on The Value of A Brand Name (1 th ed.). New York: Free Press.
  • Aaker, J. L. (1997). Dimensions of Brand Personality. Journal of Marketing Research, 34(3), 347-356.
  • Alavijeh, M. R. K., Rezaee, M. and Hosseinabadi, V. (2014). Relationship Between University Brand Personality and Student Behavioral Loyalty. KEDI Journal of Educatioanl Policy, 11(2), 143-161.
  • Allen, P. ve Bennett, K. (2010). Pasw Statistics By Spss: A Practical Guide (18 th ed.). Australia: Cengage Learning.
  • Assael, H. (2004). Consumer Behavior A Strategic Approach (4th ed.). New York: Houghton Mifflin Harcourt Company.
  • Awolaja, A. M. (2017). Demographic Segmentation, Mobile Phones Attributes and Purchase Behaviour of University Students in Nigeria. Osogbo Journal Of Management, 1(3),48-55.
  • 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), 1173-1182.
  • Belanche, D., Flavian, C. ve Rueda, A. P. (2017). Understanding Interactive Online Advertising: Congruence and Product Involvement in Highly and Lowly Arousing, Skippable Video Ads. Journal of Interactive Marketing, 37, 75-88.
  • Bian, X. ve Moutinho, L. (2011). The Role of Brand Image, Product Involvement and Knowledge in Explaining Consumer Purchase Behaviour of Counterfeits Direct and Indirect Effects. European Journal Of Marketing, 45(1/2), 191-216.
  • Bloch, P. H. ve Richins, M. L. (1983). A Theoretical Model For The Study of Product Importance Perceptions. The Journal of Marketing, 47(3), 69-81.
  • Bloch, P. H. (1982). Involvement Beyond the Purchase Process: Conceptual Issues and Empirical Investigation. Advances in Consumer Research, 9, 413-417.
  • Campell, J., Dipietro, R. B. ve Remar, D. (2014). Local Foods in A University Setting: Price Cons-ciousness, Product Involvement, Price/Quality İnference And Consumer’s Willingness-To-Pay. International Journal of Hospitality Management, 42, 39-49.
  • Can, E. (2007). Marka ve Marka Yapılandırma. Marmara Üniversitesi İ.İ.B.F. Dergisi, 12(1), 225-237.
  • Chaudhuri, A. ve Holbrook, M. B. (2001). The Chain of Effects From Brand Trust and Brand Effect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2), 81-93.
  • Chung, S. ve Park, J. (2015). The Influence Of Brand Personality And Relative Brand Identifica-tion On Brand Loyalty İn The European Mobile Phone Market. Canadian Journal of Administrative Science, 34(1), 47-62.
  • Çilingir, Z. ve Yıldız, S. (2010). Tüketicilerin Ürünlere Olan İlgileniminin Marka Sadakati Üzerindeki Etkisi: Sembolik Nitelikteki Bir Ürün Grubu İçin İstanbul İli Pilot Çalışması. ZKÜ Sosyal Bilimler Dergisi, 6(11), 79-100.
  • Dholakia, U. M. (2001). A Motivational Process Model Of Product İnvolvement And Consumer Risk Perception. European Journal of Marketing, 35(11/12), 1340-1362.
  • Dölarslan, E. Ş. (2015). Tüketicilerin Ürün İlgilenim Ve Bilgi Düzeyinin Marka Sadakatine Etkisinin Fikir Liderliği Kapsamında Değerlendirilmesi. Pazarlama ve Pazarlama Araştırmaları Dergisi, 15, 23-48.
  • Erciş, A. ve Türk, B. (2016). Etik Çerçevesinde Tüketim, Tüketici ve Çevre: Ekolojik Okuryazarlığın Moderatör Rolü. Çukurova Üniversitesi İİBF Dergisi, 20(2), 1-24. Field, A. P. (2009). Discovering Statistics Using Spss (3th ed.). London: Sage Publication Ltd.
  • Güzel, D. (2016). İmalatçı Kobi’lerde Benchmarking Tekniğinin Bilinirliği Ve Uygulanabilirliği: Erzurum, Erzincan, Bayburt (TRA1) Bölgesinde Bir Araştırma. Çukurova Üniversitesi İİBF Dergisi, 20(1), 149-161.
  • Hanzaee, K. H., Khoshpanjeh, M. ve Rahnama, A. (2011). Evaluation Of The Effects Of Product İnvolvement Facets On Brand Loyalty. African Journal of Business Management, 5(16), 6964.
  • Hong, I. B. (2015). Understanding The Consumer’s Online Merchant Selection Process: The Ro-les of Product İnvolvement, Percieved Risk And Trust Expectation. International Journal of İnformation Management, 35, 322-336.
  • Hoonsopon, D. ve Puriwat, W. (2016). The Effect of Reference Groups on Purchase Intention: Evidence in Distinct Types of Shoppers and Product İnvolvement. Australasian Marke-ting Journal, 24, 157-164.
  • Hsin, K. C., Huery, R. Y. ve Ya, T. R. (2009). The Impact of Brand Awareness On Consumer Purc-hase İntention: The Mediating Effect of Percieved Quality and Brand Loyalty. Journal of International Management Studies, 4(1), 135-144.
  • Kim, C. K., Han, D. ve Park, S.B. (2001). The Effect of Brand İdentification On Brand Loyalty: Applying The Theory of Social Identification. Japanese Psychological Research, 43(4), 195-206.
  • Kim, D., Magnini, V. P. ve Singal, M. (2011). The Effects of Customers’ Perceptions of Brand Per-sonality İn Casual Theme Restaurants. International Journal of Hospitality Management, 30(2), 448-458.
  • Kim, H. S. (2005). Consumer Profiles Of Apparel Product Involvement And Values. Journal of Fashion Marketing and Management: An International Journal, 9(2), 207-220.
  • Kim, J., W., Lee, F. ve Suh, Y. G. (2015). Satisfaction And Loyalty From Shopping Mall Experience And Brand Personality. Services Marketing Quarterly, 36(1), 62-76.
  • Lada, S., Sidin, S.M.D ve Cheng, K. T. G. (2014). Moderating Role of Product İnvolvement on The Relationship Between Brand Personality And Brand Loyalty. The Journal of Internet Banking and Commerce, 19(2), 1-16.
  • Laurent, G. ve Kapferer, J. N. (1985). Measuring Consumer Involvement Profiles. Journal of Mar-keting Research, 22(1), 41-53.
  • LeClerc, F. ve Little, J. D. C. (1997). Can Advertising Copy Make FSI Coupons More Effective?. Jo-urnal of Marketing Research, 34, 473-484.
  • Lee, Y. K., Back, K. J. ve Kim, J. Y. (2009). Family Restorant Brand Personality And Its Impact on Consumer’s Emotion, Satisfaction and Brand Loyalty. Journal of Hospitality and Tou-rism Research, 33(3), 305-328.
  • Ling, Y.J., Ariff, M. S. B. M., Zakuan, N., Tajudin, M. N. M., Ishak, N. ve Ismail, K. (2014). Brand Personality, Brand Loyalty and Brand Quality Rating in The Contact Lens Perspective. Review of Integrative Business & Economics Research, 3(2). 433-448.
  • Nagar, K. (2015). Modeling The Effects of Green Advertising on Brand Image: Investigating The Moderating Effects of Product İnvolvement Using Structral Equation. Journal of Global Marketing, 28(3-5), 152-171.
  • Oliver, R. L. (1999). Whence Consumer Loyalty. Journal of Marketing, 63, 33-44.
  • Özbek, V. ve Külahlı, A. (2016). Tüketiclerin İlgilenim, Memnuniyrt Ve Sadakat Düzeyleri Cinsi-yete Göre Değişmekte Midir?. Business Management Studies: An International Journal, 4(3), 316-340.
  • Özgüven, N. ve Karataş, E. (2010). Genç Tüketicilerin Marka Kişiliği Algılamalarının Cinsiyete Göre Değerlendirilmesi: Mcdonald’s ve Burger King. Süleyman Demirel Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 1(11), 139-143.
  • Plummer, J. T. (2000). How Personality Makes a Difference. Journal of Advertising Research, 40(6), 79-83.
  • Qester, P. ve Lim, A. L. (2003). Product İnvolvement/Brand Loyalty: İs There A Link?. Journal of Product and Brand Management, 12(1), 22-38.
  • Ramaseshan, B. ve Stein, A. (2014). Connecting The Dots Between Brand Experience and Brand Loyalty: The Mediating Role of Brand Personality And Brand Relationship. Journal of Brand Management, 21, 664-683.
  • Richins, M. L. ve Bloch, P. H. (1986). After The New Wears Off: The Temporal Context of Pro-duct İnvolvement. Journal of Consumer Research, 13(2), 280-285.
  • Su, J. Ve Tong, X. (2016). Brand Personality, Consumer Satisfaction and Loyalty: A Perspective From Demin Jeans Brands. Family and Consumer Sciences Research Journal, 44(4), 427-446.
  • Suh, J. C. ve Yi, Y. (2006). When Brand Attitudes Affects The Customer Satisfaction-Loyalty Re-lation: The Moderating Role of Product İnvolvement. Journal of Consumer Psycholgy, 16(2), 145-155.
  • Sung, Y. ve Kim, J. (2010). Effects of Brand Personality on Brand Trust and Brand Affect. Psycho-logy and Marketing, 27, 639-661.
  • Ulusu, Y. (2016). İlgilenim. Marmara Üniversitesi Öneri Dergisi, 12(45), 569-586.
  • Ustaahmetoğlu, E. (2013). Tüketici Karar Türleri ve İlgilenim. Erzurum Atatürk Üniversitesi Açı-köğretim Yayınları, 13, 1-23.
  • Zentes, J., Morschett, D. ve Klein, H. S. (2008). Brand Personality of Retailers-An Analysis of Its Applicability And İts Effect on Store Loyalty. The International Review of Retail, Distri-bution and Consumer Research, 18(2), 167-184.
There are 48 citations in total.

Details

Journal Section Articles
Authors

Aysel Erciş

Engin Yavuz

Bahar Türk

Publication Date December 25, 2017
Published in Issue Year 2017 22. UPK Ahmet Hamdi İSLAMOĞLU Special Issue

Cite

APA Erciş, A., Yavuz, E., & Türk, B. (2017). MARKA KİŞİLİĞİNİN MARKA SADAKATİ ÜZERİNDEKİ ETKİSİNDE ÜRÜN İLGİLENİMİNİN DÜZENLEYİCİ (MODERATÖR) ROLÜ. Uluslararası İktisadi Ve İdari İncelemeler Dergisi45-58. https://doi.org/10.18092/ulikidince.349042

______________________________________________________

Address: Karadeniz Technical University Department of Economics Room Number 213  

61080 Trabzon / Turkey

e-mail : uiiidergisi@gmail.com