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Measurement Invariance for Composite Models (MICOM): Comparison of Online Brand Advocacy Scale Between Türkiye and Afghanistan

Year 2022, Volume: 2 Issue: 2, 49 - 66, 20.10.2022

Abstract

Consumers interact with each other in various online environments such as social media and forums. In these environments, some consumers voluntarily defend brands and provide brand-related information to other consumers. Researchers have conceptualized the phenomenon of online brand advocacy in recent years. The aim of this study is to examine the reliability and validity of the online brand advocacy scale in Turkey and Afghanistan. In addition, the measurement invariance of the online brand advocacy scale between the two countries is examined by applying the MICOM procedure. In this context, an online survey is applied to 294 consumers residing in Turkey and 206 consumers residing in Afghanistan by making use of the convenience sampling method. Results of the study show that online brand advocacy has a three-dimensional structure (brand defense, brand information sharing and brand positivity) in Turkey and Afghanistan. In addition, it is seen that brand information sharing have insufficient measurement invariance to allow multi-group analysis between the two countries. The findings show that the increase in Afghan consumers' brand awareness has a more positive effect on brand defense and brand positivity than Turkish consumers.

References

  • Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York : Toronto : New York: Free Press ; Maxwell Macmillan Canada ; Maxwell Macmillan International.
  • Aaker, David A. (1996). Building Strong Brands. Free Press.
  • Aksoy, Y. Ö. (2017). Duygusal marka deneyimi, marka ayırt ediciliği, marka çekiciliği ve marka savunuculuğu arasındaki ilişkiler. İşletme Araştırmaları Dergisi, 9(3), 360-374.
  • Aktepe, C. ve Baş, M., (2008). Marka Bilgisi Sürecinde Marka Farkındalığı Ve Algılanan Kalite (Beklenti) İlişkisi Ve Gsm Sektörüne Yönelik Bir Analiz. Gazi Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 10 (1), 81 – 96.
  • Anderson, E. (1998). Customer satisfaction and word-of-mouth. Journal of Service Research, 1(1), 5- 17.
  • Kutlu, Sağır, Aminzai│International Journal of Economic and Adminıstrative Academic Research, 2(2), 2022, 49-66 63
  • Bhati, R., & Verma, H. V. (2020). Antecedents of customer brand advocacy: A meta-analysis of the empirical evidence. Journal of Research in Interactive Marketing, 14(2), 153-172.
  • Buil, I., de Chernatony, L., & Martínez, E. (2008). A cross‐national validation of the consumer‐based brand equity scale. Journal of Product & Brand Management, 17(6), 384-392.
  • Brettel, M., Engelen, A., Heinemann, F. and Vadhanasindhu, P. (2008). Antecedents of Market Orientation: A Cross-Cultural Comparison. Journal of International Marketing, 16(2), 84-119.
  • Cohen J. (1992). A power primer. Psychological bulletin, 112(1), 155–159.
  • Çiçek, B. & Almalı, V. (2020). COVID-19 pandemisi sürecinde kaygı öz-yeterlilik ve psikolojik iyi oluş arasındaki ilişki: özel sektör ve kamu çalışanları karşılaştırması. Turkish Studies, 15(4), 241-260.
  • Dedeoğlu, B. B., Karakuş, Y., Çalışkan, C., & Aydın, Ş. (2021). A complexity perspective for antecedents of support for tourism development. Journal of Hospitality and Tourism Insights, ahead-of-print(ahead-of-print). https://doi.org/10.1108/JHTI-02-2021-0048
  • Diamantopoulos, A. and Winklhofer, H. M. (2001). Index Construction with Formative Indicators: An Alternative to Scale Development. Journal of Marketing Research, 38(2), 269-277.
  • Dijkstra, T. K. and Henseler, J. (2011. Linear Indices in Nonlinear Structural Equation Models: Best Fitting Proper Indices and Other Composites. Quality & Quantity,45(6), 1505-1518.
  • Du, S., Bhattacharya, C. B. &Sen, S. (2007), Reaping Relational Rewards from Corporate Social Responsibility: The Role of Competitive Positioning. International Journal of Research in Marketing, 24 (3), 224-241.
  • Edgington, E., Edgington, E., & Onghena, P. (2007). Randomization tests (4. bs). New York: Chapman and Hall/CRC.
  • Evcimen, B., (2020). Sosyal Medyada Etki Pazarlaması (Influencer Marketing) Uygulamaları ile Marka Farkındalığının Oluşturulması: Moda ve Güzellik Markalarına Yönelik Bir Araştırma. [Yayınlanmamış Yüksek Lisans Tezi]. Ege Üniversitesi, Sosyal Bilimler Enstitüsü.
  • Hair, J. F., Sarstedt, M., Pieper, T. M. and Ringle, C. M. (2012). The Use of Partial Least Squares Structural Equation Modeling in Strategic Management Research: A Review of Past Practices and Recommendations for Future Applications. Long Range Planning, 45 (5-6), 320-340.
  • Hair, J. F., Sarstedt, M., Ringle, C. M. and Mena, J. A. (2012). An Assessment of the Use of Partial Least Squares Structural Equation Modeling in Marketing Research. Journal of the Academy of Marketing Science, 40 (3), 414-433.
  • Hair, J. F., Black, W. C., Babin, B. J. and Anderson, R. E. (2010). Multivariate Data Analysis. Prentice Hall, Englewood Cliffs.
  • Hair, J. F. (Ed.). (2017). A primer on partial least squares structural equation modeling (Pls-sem) (Second edition). Sage.
  • Kutlu, Sağır, Aminzai│International Journal of Economic and Adminıstrative Academic Research, 2(2), 2022, 49-66 64
  • Henseler, J., Ringle, C. M., & Sarstedt, M. (2016). Testing measurement invariance of composites using partial least squares. International Marketing Review, 33(3), 405-431.
  • Henseler, J., & Fassott, G. (2010). Testing moderating effects in pls path models: An illustration of available procedures. Içinde V. Esposito Vinzi, W. W. Chin, J. Henseler, & H. Wang (Ed.), Handbook of Partial Least
  • Squares: Concepts, Methods and Applications (ss. 713-735). Berlin, Heidelberg: Springer.
  • Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. İçinde R. R. Sinkovics & P. N. Ghauri (Ed.), New Challenges to International Marketing (ss. 277-319). Emerald Group Publishing Henseler, J., Ringle, C. M. and Sinkovics, R. R. (2009), "The Use of Partial Least
  • Henseler, J., Ringle, C. M. and Sarstedt, M. (2015), "A New Criterion for Assessing Discriminant Validity in Variance-based Structural Equation Modeling", Journal of the Academy of Marketing Science, Vol. 43 No. 1, pp. 115-135.
  • Horn, J. L. and McArdle, J. J. (1992). A Practical and Theoretical Guide to Measurement Invariance in Aging Research. Experimental Aging Research, 18(3), 117-144.
  • Hsieh, J. J. P., A., Rai, A. and Keil, M. (2008). Understanding Digital Inequality: Comparing Continued Use Behavioral Models of the Socio-Economically Advantaged and Disadvantaged. MIS Quarterly, 32(1), 97-126.
  • Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Moving from traditional to digital. Hoboken, New Jersey: Wiley.
  • Keller, K. L. (2003). Strategic brand management: Building, measuring, and managing brand equity (2nd ed). Upper Saddle River, N.J: Prentice Hall.
  • Lawer, C. ve Knox, S. (2006). Customer advocacy and brand development. Journal of Product & Brand Management, 15(2), 121-129
  • Lohmöller, J.-B. (1989), Latent Variable Path Modeling with Partial Least Squares, Physica, Heidelberg.
  • Millsap, R. E. (2011). Statistical Approaches to Measurement Invariance. Routledge, New York.
  • Romaniuk, J., Wight, S., & Faulkner, M. (2017). Brand awareness: Revisiting an old metric for a new world. Journal of Product & Brand Management, 26(5), 469-476.
  • Sarstedt, M., & Mooi, E. (2014). Introduction to market research. Içinde M. Sarstedt & E. Mooi (Ed.), A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics (ss. 1-9). Berlin, Heidelberg: Springer.
  • Steenkamp, J.-B. E. M. and Baumgartner, H. (1998). Assessing Measurement Invariance in Cross- National Consumer Research. Journal of Consumer Research, 25 (1), 78-107.
  • Singh, N., Fassott, G., Chao, M. C. H. and Hoffmann, J. A. (2006). Understanding International Web Site Usage. International Marketing Review, 23(1), 83-97.
  • Tunçel, N. (2022). Willingness to purchase counterfeit luxury brands: A cross‐cultural comparison. International Journal of Consumer Studies, 46(2), 494-514.
  • Ural, T., Balikçioğlu, B., & Oypan, O. (2020). An empirical study on antecedents of consumption values: The moderating effect of social class. Uluslararası İktisadi ve İdari İncelemeler Dergisi, (26), 115-134 .
  • Kutlu, Sağır, Aminzai│International Journal of Economic and Adminıstrative Academic Research, 2(2), 2022, 49-66 65
  • Vandenberg, R. J. and Lance, C. E. (2000). A Review and Synthesis of the Measurement Invariance Literature: Suggestions, Practices, and Recommendations for Organizational Research. Organizational Research Methods, 3(1), 4-70.
  • Wilder, K. M. (2015). Brand advocacy: Conceptualization and measurement. Mississippi State University Phd Thesis.
  • Wilk, V., Harrigan, P., & Soutar, G. N. (2018). Navigating online brand advocacy (Oba): An exploratory analysis. Journal of Marketing Theory and Practice, 26(1-2), 99-116.
  • Wilk, V. ,Harrigan,P. ve Soutar, G.N., (2020). Online brand advocacy (OBA): the development of a multiple item scale. Journal of Product & Brand Management 29(4)415–429.

Kompozit Modeller İçin Ölçüm Değişmezliği (MICOM): Online Marka Savunuculuğu Ölçeğinin Türkiye ve Afganistan için Karşılaştırması

Year 2022, Volume: 2 Issue: 2, 49 - 66, 20.10.2022

Abstract

Tüketiciler sosyal medya, forumlar gibi çok sayıda farklı online ortamlarda birbirleri ile etkileşimde bulunmaktadır. Bu ortamlarda, bazı tüketiciler markaları gönüllü biçimde savunmakta, diğer tüketicilere marka ile ilgili bilgi sağlamaktadır. Online marka savunuculuğu olgusu son yıllarda araştırmacılar tarafından incelenmektedir. Bu çalışmanın amacı, Türkiye ve Afganistan’da online marka savunuculuğu ölçeğinin güvenilirlik ve geçerlik açısından incelemektir. Ayrıca online marka savunuculuğu ölçeğinin iki ülke arasındaki ölçüm değişmezliği MICOM prosedürü uygulanarak incelenmektedir. Bu bağlamda çalışmada, Türkiye’de ikamet eden 294 tüketici ve Afganistan’da ikamet eden 206 tüketiciye kolayda örnekleme yönteminden faydalanılarak online anket uygulanmaktadır. Araştırma sonucunda, online marka savunuculuğunun Türkiye ve Afganistan’da üç boyut (marka savunması, marka bilgi paylaşımı ve marka pozitifliği) bir yapıya sahip olduğu görülmektedir. Bunun yanında, marka bilgi paylaşımının, iki ülke arasında çoklu grup analizlerine imkân sağlayacak düzeyde ölçüm değişmezliğine sahip olmadığı görülmektedir. Bulgular Afgan tüketicilerin marka farkındalıklarındaki artışın Türk tüketicilere göre marka savunması ve marka pozitifliği üzerinde daha olumlu etkiye sahip olduğunu göstermektedir.

References

  • Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York : Toronto : New York: Free Press ; Maxwell Macmillan Canada ; Maxwell Macmillan International.
  • Aaker, David A. (1996). Building Strong Brands. Free Press.
  • Aksoy, Y. Ö. (2017). Duygusal marka deneyimi, marka ayırt ediciliği, marka çekiciliği ve marka savunuculuğu arasındaki ilişkiler. İşletme Araştırmaları Dergisi, 9(3), 360-374.
  • Aktepe, C. ve Baş, M., (2008). Marka Bilgisi Sürecinde Marka Farkındalığı Ve Algılanan Kalite (Beklenti) İlişkisi Ve Gsm Sektörüne Yönelik Bir Analiz. Gazi Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 10 (1), 81 – 96.
  • Anderson, E. (1998). Customer satisfaction and word-of-mouth. Journal of Service Research, 1(1), 5- 17.
  • Kutlu, Sağır, Aminzai│International Journal of Economic and Adminıstrative Academic Research, 2(2), 2022, 49-66 63
  • Bhati, R., & Verma, H. V. (2020). Antecedents of customer brand advocacy: A meta-analysis of the empirical evidence. Journal of Research in Interactive Marketing, 14(2), 153-172.
  • Buil, I., de Chernatony, L., & Martínez, E. (2008). A cross‐national validation of the consumer‐based brand equity scale. Journal of Product & Brand Management, 17(6), 384-392.
  • Brettel, M., Engelen, A., Heinemann, F. and Vadhanasindhu, P. (2008). Antecedents of Market Orientation: A Cross-Cultural Comparison. Journal of International Marketing, 16(2), 84-119.
  • Cohen J. (1992). A power primer. Psychological bulletin, 112(1), 155–159.
  • Çiçek, B. & Almalı, V. (2020). COVID-19 pandemisi sürecinde kaygı öz-yeterlilik ve psikolojik iyi oluş arasındaki ilişki: özel sektör ve kamu çalışanları karşılaştırması. Turkish Studies, 15(4), 241-260.
  • Dedeoğlu, B. B., Karakuş, Y., Çalışkan, C., & Aydın, Ş. (2021). A complexity perspective for antecedents of support for tourism development. Journal of Hospitality and Tourism Insights, ahead-of-print(ahead-of-print). https://doi.org/10.1108/JHTI-02-2021-0048
  • Diamantopoulos, A. and Winklhofer, H. M. (2001). Index Construction with Formative Indicators: An Alternative to Scale Development. Journal of Marketing Research, 38(2), 269-277.
  • Dijkstra, T. K. and Henseler, J. (2011. Linear Indices in Nonlinear Structural Equation Models: Best Fitting Proper Indices and Other Composites. Quality & Quantity,45(6), 1505-1518.
  • Du, S., Bhattacharya, C. B. &Sen, S. (2007), Reaping Relational Rewards from Corporate Social Responsibility: The Role of Competitive Positioning. International Journal of Research in Marketing, 24 (3), 224-241.
  • Edgington, E., Edgington, E., & Onghena, P. (2007). Randomization tests (4. bs). New York: Chapman and Hall/CRC.
  • Evcimen, B., (2020). Sosyal Medyada Etki Pazarlaması (Influencer Marketing) Uygulamaları ile Marka Farkındalığının Oluşturulması: Moda ve Güzellik Markalarına Yönelik Bir Araştırma. [Yayınlanmamış Yüksek Lisans Tezi]. Ege Üniversitesi, Sosyal Bilimler Enstitüsü.
  • Hair, J. F., Sarstedt, M., Pieper, T. M. and Ringle, C. M. (2012). The Use of Partial Least Squares Structural Equation Modeling in Strategic Management Research: A Review of Past Practices and Recommendations for Future Applications. Long Range Planning, 45 (5-6), 320-340.
  • Hair, J. F., Sarstedt, M., Ringle, C. M. and Mena, J. A. (2012). An Assessment of the Use of Partial Least Squares Structural Equation Modeling in Marketing Research. Journal of the Academy of Marketing Science, 40 (3), 414-433.
  • Hair, J. F., Black, W. C., Babin, B. J. and Anderson, R. E. (2010). Multivariate Data Analysis. Prentice Hall, Englewood Cliffs.
  • Hair, J. F. (Ed.). (2017). A primer on partial least squares structural equation modeling (Pls-sem) (Second edition). Sage.
  • Kutlu, Sağır, Aminzai│International Journal of Economic and Adminıstrative Academic Research, 2(2), 2022, 49-66 64
  • Henseler, J., Ringle, C. M., & Sarstedt, M. (2016). Testing measurement invariance of composites using partial least squares. International Marketing Review, 33(3), 405-431.
  • Henseler, J., & Fassott, G. (2010). Testing moderating effects in pls path models: An illustration of available procedures. Içinde V. Esposito Vinzi, W. W. Chin, J. Henseler, & H. Wang (Ed.), Handbook of Partial Least
  • Squares: Concepts, Methods and Applications (ss. 713-735). Berlin, Heidelberg: Springer.
  • Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. İçinde R. R. Sinkovics & P. N. Ghauri (Ed.), New Challenges to International Marketing (ss. 277-319). Emerald Group Publishing Henseler, J., Ringle, C. M. and Sinkovics, R. R. (2009), "The Use of Partial Least
  • Henseler, J., Ringle, C. M. and Sarstedt, M. (2015), "A New Criterion for Assessing Discriminant Validity in Variance-based Structural Equation Modeling", Journal of the Academy of Marketing Science, Vol. 43 No. 1, pp. 115-135.
  • Horn, J. L. and McArdle, J. J. (1992). A Practical and Theoretical Guide to Measurement Invariance in Aging Research. Experimental Aging Research, 18(3), 117-144.
  • Hsieh, J. J. P., A., Rai, A. and Keil, M. (2008). Understanding Digital Inequality: Comparing Continued Use Behavioral Models of the Socio-Economically Advantaged and Disadvantaged. MIS Quarterly, 32(1), 97-126.
  • Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Moving from traditional to digital. Hoboken, New Jersey: Wiley.
  • Keller, K. L. (2003). Strategic brand management: Building, measuring, and managing brand equity (2nd ed). Upper Saddle River, N.J: Prentice Hall.
  • Lawer, C. ve Knox, S. (2006). Customer advocacy and brand development. Journal of Product & Brand Management, 15(2), 121-129
  • Lohmöller, J.-B. (1989), Latent Variable Path Modeling with Partial Least Squares, Physica, Heidelberg.
  • Millsap, R. E. (2011). Statistical Approaches to Measurement Invariance. Routledge, New York.
  • Romaniuk, J., Wight, S., & Faulkner, M. (2017). Brand awareness: Revisiting an old metric for a new world. Journal of Product & Brand Management, 26(5), 469-476.
  • Sarstedt, M., & Mooi, E. (2014). Introduction to market research. Içinde M. Sarstedt & E. Mooi (Ed.), A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics (ss. 1-9). Berlin, Heidelberg: Springer.
  • Steenkamp, J.-B. E. M. and Baumgartner, H. (1998). Assessing Measurement Invariance in Cross- National Consumer Research. Journal of Consumer Research, 25 (1), 78-107.
  • Singh, N., Fassott, G., Chao, M. C. H. and Hoffmann, J. A. (2006). Understanding International Web Site Usage. International Marketing Review, 23(1), 83-97.
  • Tunçel, N. (2022). Willingness to purchase counterfeit luxury brands: A cross‐cultural comparison. International Journal of Consumer Studies, 46(2), 494-514.
  • Ural, T., Balikçioğlu, B., & Oypan, O. (2020). An empirical study on antecedents of consumption values: The moderating effect of social class. Uluslararası İktisadi ve İdari İncelemeler Dergisi, (26), 115-134 .
  • Kutlu, Sağır, Aminzai│International Journal of Economic and Adminıstrative Academic Research, 2(2), 2022, 49-66 65
  • Vandenberg, R. J. and Lance, C. E. (2000). A Review and Synthesis of the Measurement Invariance Literature: Suggestions, Practices, and Recommendations for Organizational Research. Organizational Research Methods, 3(1), 4-70.
  • Wilder, K. M. (2015). Brand advocacy: Conceptualization and measurement. Mississippi State University Phd Thesis.
  • Wilk, V., Harrigan, P., & Soutar, G. N. (2018). Navigating online brand advocacy (Oba): An exploratory analysis. Journal of Marketing Theory and Practice, 26(1-2), 99-116.
  • Wilk, V. ,Harrigan,P. ve Soutar, G.N., (2020). Online brand advocacy (OBA): the development of a multiple item scale. Journal of Product & Brand Management 29(4)415–429.
There are 45 citations in total.

Details

Primary Language Turkish
Subjects Econometric and Statistical Methods, Digital Marketing
Journal Section Research Article
Authors

Mustafa Bilgehan Kutlu 0000-0001-6081-5154

Saniye Sağır 0000-0002-8701-416X

Hojatullah Aminzai This is me 0000-0001-6502-6699

Early Pub Date October 7, 2024
Publication Date October 20, 2022
Published in Issue Year 2022 Volume: 2 Issue: 2

Cite

APA Kutlu, M. B., Sağır, S., & Aminzai, H. (2022). Kompozit Modeller İçin Ölçüm Değişmezliği (MICOM): Online Marka Savunuculuğu Ölçeğinin Türkiye ve Afganistan için Karşılaştırması. Uluslararası İktisadi Ve İdari Akademik Araştırmalar Dergisi, 2(2), 49-66.