HOW DOES CONSUMER-BASED BRAND EQUITY OCCUR IN ONLINE SHOPPING? A STUDY SPECIFIC TO COVID-19 PANDEMIC

Year 2021, , 668 - 700, 31.07.2021

Ebru Tümer Kabadayı , Nilşah Cavdar Aksoy , Pınar Baydoğan Türkay Hediye Yürüyen

https://doi.org/10.14783/maruoneri.824412

Abstract

Consumer-based brand equity, which occurs when a consumer acknowledges a brand and creates positive, strong and unique associations with that brand in his/her memory, plays a vital role in marketing since it allows to examine consumer’s active participation in the creation of brand value. The study aims to explain and make sense of the situation regarding brands that offer online shopping from a consumer’s perspective through consumer-based brand equity during the Covid-19 pandemic which can be seen as one of the most significant environmental changes in history of modern marketing. In this manner, this study focuses on the prominent factors of this period in consumer behavior and the service industry (service convenience, CSR, customer engagement). Data were collected from 502 respondents by online survey method and analyzed via structural equation modeling. Research findings show that service convenience and CSR have positive effects on customer engagement behavior and customer engagement behavior has a positive effect on consumerbased brand equity. As a result of the findings, research limitations, theoretical implications and suggestions for marketing researchers and practitioners were presented.

Keywords

Consumer-Based Brand Equity, Customer Engagement Behavior, Service Convenience, Corporate Social Responsibility

ÇEVRİM İÇİ ALIŞVERİŞTE TÜKETİCİ TEMELLİ MARKA VARLIĞI NASIL OLUŞUR? COVİD-19 SÜRECİ ÖZELİNDE BİR İNCELEME

Abstract

Tüketicinin bir markayı tanıması ve hafızasında o markaya ilişkin olumlu, güçlü ve eşsiz çağrışımlar oluşturması yoluyla ortaya çıkan tüketici temelli marka varlığı, tüketicinin marka değeri kapsamında etkin rolünü gözlemlemeye olanak sağladığı için hayati önem taşımaktadır. Bu çalışmanın amacı, modern pazarlama tarihinde en etkili çevresel değişikliklerden biri olarak görülebilecek Covid-19 sürecinde, çevrim içi alışveriş imkânı sunan markalara ilişkin durumu tüketicilerin gözüyle, tüketici temelli marka varlığı vasıtasıyla anlamlandırmak ve açıklamaktır. Bu bağlamda, sürecin tüketici davranışları ve hizmet sektörü bakımından öne çıkan faktörlerine (hizmet kolaylığı, kurumsal sosyal sorumluluk (CSR) ve müşteri ilginliği) odaklanılmıştır. Çevrimiçi anket yöntemi ile 502 yanıtlayıcıya ulaşılmış ve elde edilen veri yapısal eşitlik modeli aracılığı ile analiz edilmiştir. Araştırma bulguları, hizmet kolaylığının ve CSR’nin müşteri ilginliği davranışını, müşteri ilginliği davranışının da tüketici temelli marka varlığını pozitif yönde etkilediğini göstermiştir. Bulgular neticesinde araştırma kısıtları, teorik çıkarımlar ve pazarlama araştırmacıları ve uygulayıcıları için öneriler sunulmuştur.

Keywords

Tüketici Temelli Marka Varlığı, Müşteri İlginliği Davranışı, Hizmet Kolaylığı, Kurumsal Sosyal Sorumluluk

References

• Aagja, J. P., Mammen, T., & Saraswat, A. (2011). Validating service convenience scale and profiling customers: A study in the Indian retail context. Vikalpa, 36(4), 25-50.
• Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of Brand Name. New York: The Free Press.
• Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102-120.
• Abid, T., Abid‐Dupont, M. A., & Moulins, J. L. (2020). What corporate social responsibility brings to brand management? The two pathways from social responsibility to brand commitment. Corporate Social Responsibility and Environmental Management, 27(2), 925-936.
• Accenture (2020). How COVID-19 will permanently change consumer behavior. https://www.accenture.com/_ acnmedia/PDF-123/Accenture-COVID19-Pulse-Survey-Research-PoV.pdf adresinden alındı.
• Ailawadi, K. L., Lehmann, D. R., & Neslin, S. A. (2003). Revenue premium as an outcome measure of brand equity. Journal of Marketing, 67(4), 1-17.
• Anderson J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423.
• Aramburu, I. A., & Pescador, I. G. (2019). The effects of corporate social responsibility on customer loyalty: The mediating effect of reputation in cooperative banks versus commercial banks in the Basque country. Journal of Business Ethics, 154(3), 701-719.
• Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16, 74-94.
• Becker-Olsen, K. L., Cudmore, B. A., & Hill, R. P. (2006). The impact of perceived corporate social responsibility on consumer behavior. Journal of Business Research, 59(1), 46-53.
• Berry, L. L., Seiders, K., & Grewal, D. (2002). Understanding service convenience. Journal of Marketing, 66(3), 1-17.
• Berthon, J. P., Capon, N., Hulbert, J., Murgolo-Poore, N. J., Pitt, L., & Keating, S. (2001, Aralık 1-5). Organizational and customer perspectives on brand equity: Issues for managers and researchers. In Proceedings of the ANZMAC Conference. Auckland, New Zealand.
• Bettencourt, L. A. (1997). Customer voluntary performance: Customers as partners in service delivery. Journal of Retailing, 73(3), 383-406.
• Bitter, S., Grabner-Kräuter, S., & Breitenecker, R. J. (2014). Customer engagement behaviour in online social networks–the Facebook perspective. International Journal of Networking and Virtual Organisations, 14(1-2), 197-220.
• Bove, L. L., Pervan, S. J., Beatty, S. E., & Shiu, E. (2009). Service worker role in encouraging customer organizational citizenship behaviors. Journal of Business Research, 62(7), 698-705.
• Bowden, J. L. (2009). The process of customer engagement: A conceptual framework. Journal of Marketing Theory and Practice, 17(1), 63-74.
• Braun, C., Batt, V., Bruhn, M., & Hadwich, K. (2016). Differentiating customer engaging behavior by targeted benefits – an empirical study. Journal of Consumer Marketing, 33(7), 528-538.
• Brislin, R. (1986). The wording and translation of research instruments. In: Lonner, W., Berry, J. (Eds.), Field Methods in Cross-Cultural Research. Sage, Beverly Hills.
• Brodie, R. J., Hollebeek, L. D., Juric, B., & Ilic, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252-271.
• Calder, B. J., & Malthouse, E. C. (2005). Managing media and advertising change with integrated marketing. Journal of Advertising Research, 45(4), 1-6.
• Carlson, J., Rahman, M., Voola, R., & De Vries, N. (2018). Customer engagement behaviours in social media: Capturing innovation opportunities. Journal of Services Marketing, 32(1), 83-94.
• Carroll, A. B. (1979). A three-dimensional conceptual model of corporate performance. Academy of Management Review, 4(4), 497-505.
• Chang, Y. W., & Polonsky, M. J. (2012). The influence of multiple types of service convenience on behavioral intentions: The mediating role of consumer satisfaction in a Taiwanese leisure setting. International Journal of Hospitality Management, 31(1), 107-118.
• Charm, T., Grimmelt, A., Jain, A., Robinson, K., Mandel, J., Ortega, M., … Stack, Y. (2020, 8 Ağustos). Consumer sentiment is evolving as countries around the world begin to open. https://www.mckinsey.com/businessfunctions/ marketing-and-sales/our-insights/a-global-viewof-how-consumer-behavior-is-changingamid- covid-19 adresinden alındı.
• Chauhan, V., & Shah, M. H. (2020). An empirical analysis into sentiments, media consumption habits, and consumer behaviour during the coronavirus (COVID-19) outbreak. Purakala, 31(20), 353-378.
• Christodoulides, G., Chernatony, L., Furrer, O., Shiu, E., & Abimbola, T. (2006). Conceptualising and measuring the equity of online brands. Journal of Marketing Management, 22(7/8), 799-825.
• Cleeren, K., Dekimpe, M.G., & Helsen, K. (2008). Weathering product-harm crises. Journal of the Academy of Marketing Science, 36(2), 262-270.
• Colwell, S.R., Aung, M., Kanetkar, V., & Holden, A.L. (2008). Toward a measure of service convenience: Multipleitem scale development and empirical test. Journal of Services Marketing, 22(2), 160-169.
• Coombs, W. (2007). Protecting organization reputations during a crisis: The development and application of situational crisis communication theory. Corporate Reputation Review, 10(3), 163-176.
• Coombs, W. T., & Holladay, S. J. (2006). Unpacking the halo effect: Reputation and crisis management. Journal of Communication Management, 10(2), 123-137.
• Çakıroğlu, I., Pirtini, S., & Çengel, Ö. (2020). COVID-19 sürecinde ve post-pandemi döneminde yaşam tarzı açısından tüketici davranışlarının değişen eğilimi üzerine kavramsal bir çalışma. İstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi, 19(37), 81-103.
• Dawar, N., & Pillutla, M. M. (2000). Impact of product-harm crises on brand equity: The moderating role of consumer expectations. Journal of Marketing Research, 37(2), 215-226.
• Diebner, R., Silliman, E., Ungerman, K., & Vancauwenberghe, M. (2020, 10 Eylül). Adapting Customer Experience in the Time of Coronavirus. McKinsey & Company. https://www.mckinsey.com/business-functions/ marketing-and-sales/our-insights/adapting-customer-experience-in-the-time-of-coronavirus adresinden alındı.
• Dolan, R., Conduit, J., Fahy, J., & Goodman, S. (2016). Social media engagement behaviour: A uses and gratifications perspective. Journal of Strategic Marketing, 24(3-4), 261-277.
• Dore, F., Ehrlich, O., Malfara, D., & Ungerman, K. (2020, 14 Eylül). Connecting with customers in times of crisis, McKinsey & Company. https://www.mckinsey.com/business-functions/marketing-and-sales/ our-insights/connecting-with-customers-in-times-of-crisis adresinden alındı.
• Du, S., Bhattacharya, C. B., & Sen, S. (2010). Maximizing business returns to corporate social responsibility (CSR): The role of CSR communication. International Journal of Management Reviews, 12(1), 8-19.
• Dwivedi, A. (2015). A higher-order model of consumer brand engagement and its impact on loyalty intentions. Journal of Retailing and Consumer Services, 24, 100-109.
• Dwivedi, Y. K., Choudrie, J., & Brinkman, W. (2006). Development of a survey instrument to examine consumer adoption of broadband. Industrial Management & Data Systems, 106(5), 700-718.
• Edvardsson, B., Johnson, M. D., Gustafsson, A., & Strandvik, T. (2000). The effects of satisfaction and loyalty on profits and growth: products versus services. Total Quality Management, 11(7), 917-927.
• Elving, W. J. (2013). Scepticism and corporate social responsibility communications: The influence of fit and reputation. Journal of Marketing Communications, 19(4), 277-292.
• Erdem, T., & Swait, J. (1998.) Brand equity as a signaling phenomenon. Journal of Consumer Psychology, 7(2), 131-157.
• Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
• Forster, P. W., & Tang, Y. (2005, 3-6 Ocak). The role of online shopping and fulfillment in the Hong Kong SARS crisis. In Proceedings of the 38th Annual Hawaii International Conference on System Sciences. Big Island, United States.
• Fuentes, M. G. (2018). Avoiding CSR skepticism through brand reputation and brand-cause fit enhancement. (Master’s Thesis, Tilburg). http://arno.uvt.nl/show.cgi?fid=147373 adresinden alındı.
• Gao, C. Y., & Chen, M. L. (2013, Aralık 10-13). Customer engagement behavior: A new perspective in CRM. In Proceedings of the 19th International Conference on Industrial Engineering and Engineering Management. Bangkok, Thailand.
• Garbarino, E., & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, 63(2), 70-87.
• Garriga, E., & Melé, D. (2004). Corporate social responsibility theories: Mapping the territory. Journal of Business Ethics, 53(1-2), 51-71.
• Gong, T. (2018). Customer brand engagement behavior in online brand communities. Journal of Services Marketing, 32(3), 286-299.
• Grewal, D., Lindsey-Mullikin, J., & Munger, J. (2004). Loyalty in e-tailing: A conceptual framework. Journal of Relationship Marketing, 2(3-4), 31-49.
• Gummerus, J., Liljander, V., Weman, E., & Pihlstrom, M. (2012). Customer engagement in a facebook brand community. Management Research Review, 35(9), 857-877.
• Gürhan-Canli, Z., Hayran, C., & Sarial-Abi, G. (2016). Customer-based brand equity in a technologically fastpaced, connected, and constrained environment. AMS Review, 6(1-2), 23-32.
• Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis: A Global Perspective. New Jersey: Pearson Education.
• Hair, J.F., Ringle, C.M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139-151.
• Ham, S., & Han, H. (2013). Role of perceived fit with hotels’ green practices in the formation of customer loyalty: Impact of environmental concerns. Asia Pacific Journal of Tourism Research, 18(7), 731-748.
• Hashem, T. N. (2020). Examining the influence of COVID 19 pandemic in changing customers’ orientation towards e-shopping. Modern Applied Science, 14(8), 59-76.
• He, H., & Harris, L. (2020). The impact of Covid-19 pandemic on corporate social responsibility and marketing philosophy. Journal of Business Research, 116, 176-182.
• Hegner, S. M., Beldad, A. D., & op Heghuis, S. K. (2014). How company responses and trusting relationships protect brand equity in times of crises. Journal of Brand Management, 21(5), 429-445.
• Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumeropinion platforms: What motivates consumers to articulate themselves on the internet?. Journal of Interactive Marketing, 18(1), 38-52.
• Hoeffler, S., & Keller, K. L. (2002). Building brand equity through corporate societal marketing. Journal of Public Policy & Marketing, 21(1), 78-89.
• Hollebeek, L. D. (2013). The customer engagement/value interface: An exploratory investigation. Australasian Marketing Journal (AMJ), 21(1), 17-24.
• Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149-165.
• Hsu, C. L., Chen, M. C., Chang, K. C., & Chao, C. M. (2010). Applying loss aversion to investigate service quality on logistics: A moderating effect on service convenience. International Journal of Operations and Production Management, 30(5), 508-525.
• Hu, L. T., & Bentler, P. M. (1998). Fit indices in covariance structure modeling: Sensitivity to underparameterized model misspecification. Psychological Methods, 3, 424-453.
• Hulland, J. (1999). Use of partial least squares (PLS) in strategic management research: A re-view of four recent studies. Strategic Management Journal, 20, 195-204.
• Kar, M. (2010). Consumer behaviour over the last 25 years. The Retail Digest, Summer 2010-Spring 2011, 46-53.
• Karpen, I. O., & Conduit, J. (2020). Engaging in times of COVID-19 and beyond: Theorizing customer engagement through different paradigmatic lenses. Journal of Service Management, 31(6), 1163-1174.
• Kaura, V. (2013). Service convenience, customer satisfaction, and customer loyalty: Study of Indian commercial banks. Journal of Global Marketing, 26(1), 18-27.
• Keller, K. L. (1993). Conceptualizing, Measuring and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1-22.
• Keller, K. L. (2001). Building customer-based brand equity: A blueprint for creating strong brands. Working Paper. Cambridge, MA: Marketing Science Institute.
• Keller, K. L. (2003). Understanding brands, branding and brand equity. Interactive Marketing, 5(1), 7-20.
• Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 15(2-3), 139-155.
• Kotler, P. (2020). The consumer in the age of coronavirus. Journal of Creating Value, 6(1), 12-15.
• Lai, J. Y., Ulhas, K. R., & Lin, J.-D. (2014). Assesing and managing ecommerce service convenience. Information Systems Frontier, 16, 273-289.
• Leckie, C., Nyadzayo, M. W., & Johnson, L. W. (2018). Promoting brand engagement behaviors and loyalty through perceived service value and innovativeness. Journal of Services Marketing, 32(1), 70-82.
• Lee, D., Kim, H. S., & Kim, J. K. (2011). The impact of online brand community type on consumer’s community engagement behaviors: Consumer-created vs. marketer-created online brand community in online social-networking web sites. Cyberpsychology, Behavior, and Social Networking, 14(1-2), 59-63.
• Lin, H. H., & Wang, Y. S. (2006). An examination of the determinants of customer loyalty in mobile commerce contexts. Information & Management, 43(3), 271-282.
• Lloyd, A. E., Chan, R. Y., Yip, L. S., & Chan, A. (2014). Time buying and time saving: Effects on service convenience and the shopping experience at the mall. Journal of Services Marketing, 28(1), 36-49.
• Loewenthal, K. M. (2004). An Introduction to Psychological Tests and Scales. Hove, UK: Psychology Press.
• Louro, M. J., & Cunha, P. V. (2001). Brand management paradigms. Journal of Marketing Management, 17, 849- 875.
• Lusch, R. F., & Vargo, S. L. (2014). Service-Dominant Logic: Premises, Perspectives, Possibilities. New York: Cambridge University Press.
• Machado, J. C., Vacas-de-Carvalho, L., Azar, S. L., André, A. R., & 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, 96(3), 376-385.
• Maignan, I., Ferrell, O. C., & Hult, G. T. M. (1999). Corporate citizenship: Cultural antecedents and business benefits. Journal of the Academy of Marketing Science, 27(4), 455-469.
• Matthew, A. (2011, 15 Eylül). Online consumers are driving economy. https://www.swissinfo.ch/eng/onlineconsumers- are-driving-economy/29866128 adresinden alındı.
• McMullan, R., & Gilmore, A. (2008). Customer loyalty: An empirical study. European Journal of Marketing, 42(9/10), 1084-1094.
• McWilliams, A., & Siegel, D. (2001). Corporate social responsibility: A theory of the firm perspective. Academy of Management Review, 26(1), 117-127.
• Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.
• Moss, S., Prosser, H., Costello, H., Simpson, N., Patel, P., Rowe, S.,...Hatton, C. (1998). Reliability and validity of the PAS‐ADD Checklist for detecting psychiatric disorders in adults with intellectual disability. Journal of Intellectual Disability Research, 42(2), 173-183.
• Murtiasih, S., & Siringoringo, H. (2013). How word of mouth influence brand equity for automotive products in Indonesia. Procedia-Social and Behavioral Sciences, 81, 40-44.
• Netemeyer, R. G., Krishnan, B., Pullig, C., Wang, G., Yagci, M., Dean, D.,...Wirth, F. (2004). Developing and validating measures of facets of customer-based brand equity. Journal of Business Research, 57(2), 209- 224.
• Nunnally, J. C. (1978). Psychomtietrictheory. New York: McGraw-Hill.
• Ordenes, F. V., Theodoulidis, B., Burton, J., Gruber, T., & Zaki, M. (2014). Analyzing customer experience feedback using text mining: A linguistics-based approach. Journal of Service Research, 17(3), 278-295.
• Ota, R., Ray, S. S., & Kumar, R. A. (2020). Study on the Indian Consumer mindset towards online shopping during the pandemic period: A special reference to Flipkart. Science, Technology and Development, 9(7), 197-204.
• Pantano, E., Pizzi, G., Scarpi, D., & Dennis, C. (2020). Competing during a pandemic? Retailers’ ups and downs during the COVID-19 outbreak. Journal of Business Research, 116, 209-213.
• Pathak, G., & Warpade, S. (2020). Impact of lockdown due to COVID-19 on consumer behaviour while selecting retailer for essential goods. Zeichen Journal, 6(7), 282-289.
• Ranaweera, C., & Prabhu, J. (2003). The influence of satisfaction, trust and switching barriers on customer retention in a continuous purchasing setting. International Journal of Service Industry Management, 14(4), 374-395.
• Rego, L.L., Billett, M.T., & Morgan, N.A. (2009). Consumer-based brand equity and firm risk. Journal of Marketing, 73(6), 47-60.
• Rim, H., & Kim, S. (2016). Dimensions of corporate social responsibility (CSR) skepticism and their impacts on public evaluations toward CSR. Journal of Public Relations Research, 28(5-6), 248-267.
• Rios, R. E., & Riquelme, H. E. (2010). Sources of brand equity for online companies. Journal of Research in Interactive Marketing, 4(3), 214-240.
• Rosenbaum, M. S., & Massiah, C. A. (2007). When customers receive support from other customers: Exploring the influence of intercustomer social support on customer voluntary performance. Journal of Service Research, 9(3), 257-270.
• Rothenhoefer, L. M. (2019). The impact of CSR on corporate reputation perceptions of the public—A configurational multi-time, multi-source perspective. Business Ethics: A European Review, 28(2), 141- 155.
• Roy, S. K., Balaji, M. S., Soutar, G., Lassar, W. M., & Roy, R. (2018b). Customer engagement behavior in individualistic and collectivistic markets. Journal of Business Research, 86, 281-290.
• Roy, S. K., Shekhar, V., Lassar, W. M., & Chen, T. (2018a). Customer engagement behaviors: The role of service convenience, fairness and quality. Journal of Retailing and Consumer Services, 44, 293-304.
• Roy, S.K., Shekhar, V., Quazi, A., & Quaddus, M. (2020). Consumer engagement behaviors: Do service convenience and organizational characteristics matter?. Journal of Service Theory and Practice, 30(2), 195-232.
• Samu, S., & Wymer, W. (2009). The effect of fit and dominance in cause marketing communications. Journal of Business Research, 62(4), 432-440.
• Schivinski, B., & Dabrowski, D. (2015). The impact of brand communication on brand equity through facebook. Journal of Research in Interactive Marketing, 9(1), 31-53.
• Schmeltz, L. (2017). Getting CSR communication fit: A study of strategically fitting cause, consumers and company in corporate CSR communication. Public Relations Inquiry, 6(1), 47-72.
• Seiders, K., Voss, G. B., Grewal, D., & Godfrey, A. L. (2005). Do satisfied customers buy more? Examining moderating influences in a retailing context. Journal of Marketing, 69(4), 26-43.
• Sen, S., & Bhattacharya, C. B. (2001). Does doing good always lead to doing better? Consumer reactions to corporate social responsibility. Journal of marketing Research, 38(2), 225-243.
• Severi, E., Ling, K. C., & Nasermoadeli, A. (2014). The impacts of electronic word of mouth on brand equity in the context of social media. International Journal of Business and Management, 9(8), 84-96.
• Sher, P. J., & Lee, S.-H. (2009). Consumer skepticism and online reviews: An elaboration likelihood model perspective. Social Behavior and Personality: An International Journal, 37(1), 137-144.
• Silberhorn, D., & Warren, R. C. (2007). Defining corporate social responsibility: A view from big companies in Germany and the UK. European Business Review, 19(5), 352-372.
• Simon, C. J., & Sullivan, M.W. (1993). The measurements and determinants of brand equity: A financial approach. Marketing Science, 12(1), 28-52.
• Singh, J., & Sirdeshmukh, D. (2000). Agency and trust mechanisms in consumer satisfaction and loyalty judgments. Journal of The Academy of Marketing Science, 28(1), 150-167.
• Siomkos, G. J., & Kurzbard, G. (1994). The hidden crisis in product‐harm crisis management. European Journal of Marketing, 28(2), 30-41.
• Skarmeas, D., & Leonidou, C. N. (2013). When consumers doubt, watch out! The role of CSR skepticism. Journal of Business Research, 66(10), 1831-1838.
• Smith, N. C., Palazzo, G., & Bhattacharya, C. B. (2010). Marketing's consequences: Stakeholder marketing and supply chain corporate social responsibility issues. Business Ethics Quarterly, 20(4), 617-641.
• TEPAV (2020, 31 Mart). COVID-19’un Tüketici Harcamalarına Etkisi, https://www.tepav.org.tr/tr/haberler/s/10159 adresinden alındı.
• Thakur, R. (2018). Customer engagement and online reviews. Journal of Retailing and Consumer Services, 41, 48-59.
• The Capgemini Research Institute. (2020, 17 Eylül). The Consumer and COVID-19: Global consumer sentiment research in the consumer products and retail industry. https://www.capgemini.com/research/the-consumer-and-covid-19/ adresinden alındı.
• Van Doorn, J. V., Lemon, K. N., Mittal, V., Nass, D. P., Pirner, P., & Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253-266.
• Varadarajan, P. R., & Menon, A. (1988). Cause-related marketing: A coalignment of marketing strategy and corporate philanthropy. Journal of Marketing, 52(3), 58-74.
• Vargo, S. L., & Akaka, M. A. (2009). Service-dominant logic as a foundation for service science: Clarifications. Service Science, 1(1), 32-41.
• Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68, 1-17.
• Verleye, K., Gemmel, P., & Rangarajan, D. (2014). Managing engagement behaviors in a network of customers and stakeholders evidence from the nursing home sector. Journal of Service Research, 17(1), 68-84.
• Virvilaite, R., Tumasonyte, D., & Sliburyte, L. (2015). The influence of word of mouth communication on brand equity: Receiver perspectives. Procedia-Social and Behavioral Sciences, 213, 641-646.
• Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Customer engagement: Exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice, 20(2), 127-145.
• Voinea, L., & Filip, A. (2011). Analyzing the main changes in new consumer buying behavior during economic crisis. International Journal of Economic Practices and Theories, 1(1), 14-19.
• Wang, Y., & Fesenmaier, D. R. (2004). Towards understanding members’ general participation in and active contribution to an online travel community. Tourism Management, 25(6), 709-722.
• Wirtz, J., Den Ambtman, A., Bloemer, J., Horváth, C., Ramaseshan, B., Van De Klundert, J.,...Kandampully, J. (2013). Managing brands and customer engagement in online brand communities. Journal of Service Management, 24(3), 223-244.
• Wong, I. (2013). Exploring customer equity and the role of service experience in the casino service encounter. International Journal of Hospitality Management, 31, 91-101.
• Wright, K. B. (2005). Researching Internet-based populations: Advantages and disadvantages of online survey research, online questionnaire authoring software packages, and web survey services. Journal of Computer-Mediated Communication, 10(3), doi: 10.1111/j.1083-6101.2005.tb00259.x
• Yi, Y., & Gong, T. (2013). Customer value co-creation behaviour: Scale development and validation. Journal of Business Research, 66(9), 1279-1284.
• Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46.
• Zhang, J., Shabbir, R., Pitsaphol, C., & Hassan, W. (2015). Creating brand equity by leveraging value creation and consumer commitment in online brand communities: A conceptual framework. International Journal of Business and Management, 10(1), 80-91.