MARKA DENEYİMİNİN MARKA İMAJI VE MARKA SADAKATİNE ETKİSİ: MARKA İMAJININ ARACILIK ROLÜ

Buket Sekmen; F. Müge Arslan

doi:10.14783/maruoneri.732562

Research Article

THE IMPACT OF BRAND EXPERIENCE ON BRAND IMAGE AND BRAND LOYALTY: THE MEDIATION ROLE OF BRAND IMAGE

Year 2021, Volume: 16 Issue: 55, 221 - 249, 30.01.2021

Buket Sekmen , F. Müge Arslan

https://doi.org/10.14783/maruoneri.732562

Cited By: 5

Abstract

Along with experience economy, brand experience has become a popular concept in the past few years. Nowadays it is a well known fact that consumers buy products not only for their utilitarian benefits but also for the unique experiences they gain from them. Taken the importance of brand experience, it was determined that studies that directly test the effect of brand experience on brand image is highly limited. Hence, the aim of the study is to assess the effect of brand experience on brand image and brand loyalty and also to test the mediation effect of brand image on the relationship between brand experience and brand loyalty. Using convenience sampling and online survey, a total of 203 usable surveys were collected from Zara brand consumers. The results of the study show that brand experience has significant effects on brand image and brand loyalty and also brand image fully mediates the relationship between brand experience and brand loyalty.

Keywords

Brand Experience, Brand Image, Brand Loyalty, Mediation Effect

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MARKA DENEYİMİNİN MARKA İMAJI VE MARKA SADAKATİNE ETKİSİ: MARKA İMAJININ ARACILIK ROLÜ

Year 2021, Volume: 16 Issue: 55, 221 - 249, 30.01.2021

Buket Sekmen , F. Müge Arslan

https://doi.org/10.14783/maruoneri.732562

Cited By: 5

Abstract

Deneyim ekonomisi ile birlikte marka deneyimi kavramı son yıllarda oldukça popüler hale gelmiştir. Tüketicilerin günümüzde ürünleri artık sadece sağladıkları fonksiyonel faydalar için değil, daha çok elde edecekleri eşsiz deneyimler için satın aldıkları bilinmektedir. Marka deneyiminin bu kadar önemli olduğu günümüzde marka deneyiminin marka imajına etkisiyle ilgili çok kısıtılı sayıda çalışma bulunması bu çalışmanın amacını belirlemiştir. Çalışmanın amacı marka deneyiminin marka imajı ve marka sadakati üzerindeki etkisinin incelenmesi ve marka deneyiminin marka sadakatine etkisinde marka imajının aracılık rolünün test edilmesidir. Kolayda örnekleme yöntemi ile çevrimiçi anket kullanılarak Zara markası tüketicilerinden toplam 203 kullanılabilir anket elde edilmiştir. Elde edilen sonuçlara göre marka deneyiminin marka imajı ve marka sadakati üzerinde anlamlı etkilerinin bulunduğu, ayrıca marka deneyiminin marka sadakatine etkisinde marka imajının tam aracılık rolünün bulunduğu tespit edilmiştir.

Keywords

Marka Deneyimi, Marka İmajı, Marka Sadakati, Aracılık Etkisi

References

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Back, K. J. & Parks, S. C. (2003). A Brand Loyalty Model Involving Cognitive, Affective, and Conative Brand Loyalty and Customer Satisfaction. Journal of Hospitality and Tourism Research. 27 (4), 419-435.
Bapat, D. & Thanigan, J. (2016). Exploring Relationship among Brand Experience Dimensions, Brand Evaluation and Brand Loyalty. Global Business Review. 17 (6), 1357-1372.
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Başer, İ. U., Cintamür, İ. G. & Arslan, F. M. (2015). Examining the Effect of Brand Experience on Consumer Satisfaction, Brand Trust and Brand Loyalty. Marmara Üniversitesi İ.İ.B. Dergisi. 37 (2), 101-128.
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Brakus, J. J., Schmitt, B. H. & Zarantonello, L. (2009). Brand Experience: What is it? How is it Measured? Does it Affect Loyalty?. Journal of Marketing. 73 (3), 52-68.
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Chang, P. & Chieng, M. (2006). Building Consumer-Brand Relationship: A Cross-Cultural Experiential View. Psychology and Marketing. 23 (11), 927-959.
Chang, Y. H. & Chen, F. (2007). Relational Benefits, Switching Barriers and Loyalty: A Study of Airline Customers in Taiwan. Journal of Air Transport Management. 13 (2), 104-109.
Chao, R.F. (2015). The Impact of Experimental Marketing on Customer Loyalty for Fitness Clubs: Using Brand Image and Satisfaction as the Mediating Variables. The Journal of International Management Studies. 10 (2), 52-60.
Cleff, T., I C. L. & Walter, N. (2014). Can You Feel It? The Effect of Brand Experience on Brand Equity. The IUP Journal of Brand Management. 11 (2), 7-22.
Davis, J. A. (2012). Rekabetçi Başarı. Markalaşma Nasıl Değer Katar? (Mehter, U. Çev.). İstanbul: BrandAge Yayınları.
Demirtaş, M. C. (2017). Limitlerin Ötesinde Deneyimlemek: Bir Deneyimsel Pazarlama Çabası Örneği Olarak Nike Sub 2. Kırklareli Üniversitesi İktasadi ve İdari Bilimler Fakültesi Dergisi. 6 (3), 46-57.
Dick, A.S. & Basu, K. (1994). Customer Loyalty: Towards an Integrated Conceptual Framework. Journal of the Academy of Marketing Science. 22 (2), 99–113.
Dobni, D. & Zinkhan, G. M. (1990). In Search of Brand Image: a Foundation Analysis. Aktaran: NA – Advances in Consumer Research.17. Goldberg, M. E., Gorn, G. & Pollay, R. W. (Ed.). Provo, UT: Association for Consumer Research. 110-119.
Galbreath, J. & Rogers, T. (1999). Customer Relationship Leadership: A Leadership and Motivation Model for the Twenty – First Century Business. The TQM Magazine. 11 (3), 161-171.
Gardner, B.G. & Levy, S.J. (1955). The Product and the Brand. Harvard Business Review. 33(Mart-Nisan). 33- 39. Aktaran: Dobni, D. & Zinkhan, G. M. (1990). In Search of Brand Image: a Foundation Analysis. Aktaran: NA - Advances in Consumer Research. 17. Goldberg, M. E., Gorn, G. & Pollay, R. W. (Ed.). Provo, UT: Association for Consumer Research. 111.
Gautam, V. (2015). An Empirical Test for Mediation Effect of Educational Institute’s Image on Relationship between Marketing Elements and Parents’ Loyalty: Evidence from India. Journal of Promotion Management. 21 (5), 584-600.
Gegez, A. E. (2015). Pazarlama Araştırmaları (Geliştirilmiş 5. Baskı). İstanbul: Beta Basım Yayım Dağıtım AŞ.
Gounaris, S. & Stathakopoulos, V. (2004). Antecedents and Consequences of Brand Loyalty: An Empirical Study. Brand Management. 11 (4), 283-306.
Graeff, T. R. (1997). Consumption Situations and the Effects of Brand Image on Consumers’ Brand Evaluations. Psychology and Marketing. 14 (1), 49-70.
Green, S. B. (1991). How Many Subjects Does it Take to do a Regression Analysis?. Multivariate Behavioral Research. 26. 499‐510. Aktaran: VanVoorhis, C. R. W. & Morgan, B. L. (2007). Understanding Power and Rules of Thumb for Determining Sample Sizes. Tutorials in Quantitative Methods for Psychology. 3 (2), 43-50.
Gümüş, N. & Onurlubaş, E. (2020). Vestel Marka Cep Telefonu Kullanıcılarının Marka Deneyimlerinin Tekrar Satın Alma Kararlarına Etkisi. Business and Management Studies: An International Journal. 8 (1), 396- 418.
Hair, J. F., Celsi, M., W., Oritinau, D. J. & Bush, R. P. (2013). Essentials of Marketing Research (3. Edition) (International Edition). New York, USA: McGraw-Hill.
Hameed, F. (2013). The Effect of Advertising Spending on Brand Loyalty Mediated by Store Image, Perceived Quality and Customer Satisfaction: A Case of Hypermarkets. Asian Journal of Business Management. 5 (1), 181-192.
https://www.ama.org/topics/branding adresinden alındı (24.03.2020).
https://www.campaigntr.com/marka-deneyimi-nasil-yonetilir adresinden alındı (10.03.2019).
Huang, C. C. (2017). The Impacts of Brand Experiences on Brand Loyalty: Mediators of Brand Love and Trust. Management Decision. 55 (5), 915-934.
Hulten, B. (2011). Sensory Marketing: The Multi-Sensory Brand-Experience Concept. European Business Review. 23 (3), 256-273.
Hussein, A. S., Hapsari, R. D. V. & Yulianti, I. (2018). Experience Quality and Hotel Boutique Customer Loyalty: Mediating Role of Hotel Image and Perceived Value. Journal of Quality Assurance in Hospitality & Tourism. 19 (4), 442-459.
Iacobucci, D. & Churchill, G. A. (2010). Marketing Research Methodological Foundations (10. Edition) (International Edition). Canada: South-Western, Cengage Learning.
Iglesias, O., Singh, J. J. & Batista-Foguet, J. M. (2011). The Role of Brand Experience and Affective Commitment in Determining Brand Loyalty. Journal of Brand Management. 18 (8), 570-582.
Jani, D. & Han, H. (2014). Personality, Satisfaction, Image, Ambience, and Loyalty: Testing Their Relationships in the Hotel Industry. International Journal of Hospitality Management. 37, 11-20.
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Details

Primary Language	Turkish
Journal Section	Makale Başvuru
Authors	Buket Sekmen 0000-0001-6266-0379 F. Müge Arslan 0000-0003-1665-348X
Publication Date	January 30, 2021
Published in Issue	Year 2021 Volume: 16 Issue: 55

Cite

APA	Sekmen, B., & Arslan, F. M. (2021). MARKA DENEYİMİNİN MARKA İMAJI VE MARKA SADAKATİNE ETKİSİ: MARKA İMAJININ ARACILIK ROLÜ. Öneri Dergisi, 16(55), 221-249. https://doi.org/10.14783/maruoneri.732562