Marka Deneyimi ile Marka Sevgisi Arasındaki İlişkinin Belirleyicileri ve Marka Sevgisinin Davranışsal Sonuçları

Year 2023, Volume: 18 Issue: 3, 688 - 706, 01.12.2023

Abdulbaki Baran , Aydın Kayabaşı

https://doi.org/10.17153/oguiibf.1258124

Cited By: 1

Abstract

Bu çalışma, tüketici-marka ilişkisi teorisi çerçevesinde marka deneyimi ile marka sevgisi arasındaki ilişkide marka düşkünlüğünün düzenleyici rolünü, marka prestiji ve marka güvencesinin aracı rolünü araştırmaktadır. Ayrıca marka sevgisinin davranışsal çıktıları olan yeniden satın alma niyeti (YSN) ile yüksek fiyat ödeme isteği (YFÖİ) üzerindeki etkilerini incelemektedir. Araştırma markayı olumlu deneyimleyen tüketicilerin marka sevgisini şekillendirmedeki süreçlerin anlaşılmasına odaklanmıştır. Apple akıllı telefon kullanıcıları üzerinde yapılan araştırma sonucunda marka düşkünlüğünün düşük, orta ve yüksek olduğu durumlarda marka deneyiminin marka sevgisi üzerindeki etkisini daha da artırdığı görülmüştür. Marka prestiji ve marka güvencesinin ise orta değere yakın bir etki büyüklüğüne (K2) sahip olduğu tespit edilmiştir. Ayrıca marka sevgisi YSN ve YFÖİ üzerinde önemli bir etkiye sahiptir.

Keywords

Marka Deneyimi, Marka Sevgisi, Marka Güvencesi, Marka Prestiji, Marka Düşkünlüğü

Determinants of the Relationship between Brand Experience and Brand Love and Behavioural Results of Brand Love

Abstract

This study investigates the moderator role of brand dependence (BD), the mediator role of brand prestige (BP), and brand credibility (BC) in the relationship between brand experience (BE) and brand love (BL) within the framework of consumer-brand relationship theory. It also examines the effects of brand love's behavioural outputs on repurchase intention and willingness to pay premium price (WTP). The research focused on understanding the processes that shape brand love among consumers who experience the brand positively. As a result of the research conducted on Apple smartphone users, it has been observed that when BD is low, medium, and high, the BE further increases its impact on BL. It has been determined that BP and BC have an effect size close to the median (K2). Also, BL has a significant impact on repurchase intention and WTP.

Keywords

Brand Experience, Brand Love, Brand Credibility, Brand Prestige, Brand Dependence

References

• Aaker, D. A. (1991), “Managing brand equity”, New York, NY: Free Press.
• Alam, A.; Arshad, M. U.; Shabbir, S. A. (2012), “Brand credibility, customer loyalty and the role of religious orientation”, Asia Pacific Journal of Marketing and Logistics, Vol. 24, No. 4: 583-598.
• Albert, N.; Merunka, D. (2013), “The role of brand love in consumer‐brand relationships”, Journal of Consumer Marketing, Vol. 30, No. 3: 258-266.
• Awang, Z. (2014), “A Handbook on SEM”, MPWS Publisher.
• Baek, T. H.; Kim, J.; Yu, J. H. (2010), “The Differential Roles of Brand Credibility and Brand Prestige in Consumer Brand Choice”, Psychology & Marketing, Vol. 27, No. 7: 662–678.
• Bairrada, C. M.; Coelho, F.; Coelho, A. (2018), “Antecedents and outcomes of brand love: utilitarian and symbolic brand qualities”, European Journal of Marketing, Vol. 52, No. 3/4: 656-682.
• Barbara, G. (2008), “Gender differences in verbal expression of love schema”, Sex Roles, Vol. 58: 814-821.
• Batra, R.; Ahuvia, A.; Bagozzi, R. (2012), “Brand Love”, Journal of Marketing, Vol.76, No. 2: 1-16.
• Brakus, J. J.; Schmıtt, B. H.; Zarantonello, L. (2009), “Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?”, Journal of Marketing, Vol. 73: 52-68.
• Bristow, D. N.; Schneider K. C.; Schuler, D. K. (2002), “The Brand Dependence Scale: Measuring Consumers’ Use of Brand Name to Differentiate Among Product Alternatives”, Journal of Product and Brand Management, Vol. 11, No. 6: 343-356.
• Carroll, B. A.; Ahuvia, A. C. (2006), “Some Antecedents and Outcomes of Brand Love”, Marketing Letters, Vol. 17, No. 2: 79-89.
• Chang, P. L.; Chieng, M. H. (2006), “Building consumer-brand relationship: A cross- cultural experiential view”, Psychology & Marketing, Vol. 23: 927-959.
• Chaudhuri, A.; Holbrook, M. B. (2001), “The Chain of Effects From Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty”, Journal of Marketing, Vol. 65, No. 2: 81-93.
• Choi, Y. G.; Ok, C. “M.”; Hyun, S. S. (2017), “Relationships Between Brand Experiences, Personality Traits, Prestige, Relationship Quality, and Loyalty; An Empirical Analysis of Coffeehouse Brands”, International Journal of Contemporary Hospitality Management, Vol. 29, No. 4: 1185-1202.
• Dalman, M.D.; Buche, M. W.; Min, J. (2019), “The Differential Influence of Identification on Ethical Judgment: The Role of Brand Role”, Journal of Business Ethics, Vol. 158: 875– 891.
• Dwivedi, A.; Nayeem, T.; Murshed, F. (2018), “Brand experience and consumers’ willingness-to-pay (WTP) a price premium: Mediating role of brand credibility and perceived uniqueness”, Journal of Retailing and Consumer Services, Vol. 44: 100-107.
• Ebrahim, R.; Ghoneim, A.; Irani, Z.; Fan, Y. (2016), “A brand preference and repurchase intention model: the role of consumer experience”, Journal of Marketing Management, 1-30.
• Erdem, T.; Swait, J. (1998), “Brand Equity as A Signaling Phenomenon”, Journal of Consumer Psychology, Vol. 7, No. 2: 131-157.
• Erdem, T.; Swait, J. (2004), “Brand Credibility, Brand Consideration, and Choice”, Journal of Consumer Research, Vol. 31, No. 1: 191-198.
• Erdem, T.; Swait, J.; Louviere, J. (2002), “The impact of brand credibility on consumer price sensitivity”, International Journal of Research in Marketing, Vol. 19: 1-19.
• Erdem, T.; Swait, J.; Valenzuela, A. (2006), Brands as Signals: A Cross-Country Validation Study”, Journal of Marketing, Vol. 70: 34-49.
• Fornell, C.; Larcker, D. F. (1981), “Evaluating structural equation models with unobservable variables and measurement error”, Journal of Marketing Research, Vol. 18; No: 1: 39-50.
• Fournier, S. (1998), “Consumers and Their Brands: Developing Relationship Theory in Consumer Research”, Journal of Consumer Research, Vol. 24, No. 4: 343-372.
• Garg, R.; Mukherjee, J.; Biswas, S.; Kataria, A. (2015), “An investigation of antecedents and consequences of brand love in India”, Asia-Pacific Journal of Business Administration, Vol. 7, No. 3: 174-196.
• Garg, R.; Mukherjee, J.; Biswas, S.; Kataria, A. (2016), “An Investigation into the Concept of Brand Love and Its Proximal and Distal Covariates”, Journal of Relationship Marketing, Vol. 15, No. 3: 135-153.
• Goldsmith, R. E.; Lafferty, B. A.; Newell, S. J. (2000), “The Impact of Corporate Credibility and Celebrity Credibility on Consumer Reaction to Advertisements and Brands”, Journal of Advertising, Vol. 29, No. 3: 43-54.
• Gomez-Suarez, M. (2019), “Examining Customer-Brand Relationships: A Critical Approach to Empirical Models on Brand Attachment, Love, and Engagement”, Administrative Sciences, Vol. 9, No. 10: 1-19.
• Gomez-Suarez, M.; Martinez-Ruiz, M.; Martinez-Caraballo, N. (2017), “Consumer-Brand Relationships under the Marketing 3.0 Paradigm: A Literature Review”, Frontiers in Psychology, Vol. 8: 8–11.
• Gumparthi, V. P.; Patra, S. (2019), “The Phenomenon of Brand Love: A Systematic Literature Review”, Journal of Relationship Marketing, 1-40.
• Gürbüz, S. (2019), “Sosyal Bilimlerde Aracı, Düzenleyici ve Durumsal Etki Analizleri”, Seçkin Yayıncılık, Ankara.
• Hayes, A. F. (2013), “Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regressio Based Approach”, The Guilford Press, New York, USA.
• Hegner, S. M.; Fenko, A.; Teravest, A. (2017), “Using the theory of planned behaviour to understand brand love”, Journal of Product & Brand Management, Vol. 26, No. 1: 26-41.
• Hellier, P. K.; Geursen, G. M.; Carr, R. A.; Rickard, J. A. (2003), “Customer repurchase intention: A general structural equation model”, European Journal of Marketing, Vol. 37, No. 11/12: 1762-1800.
• Huaman-Ramirez, R.; Merunka, D. (2019), “Brand Experience effects on brand attachment: the role of branş trust, age, and income”, European Business Review, Vol. 31, No. 5: 610-645.
• Huang, C. C. (2017), “The Impacts of Brand Experiences on Brand Loyalty: Mediators of Brand Love and Trust”, Management Decision, Vol. 55, No.5: 915-934.
• Huang, R.; Sarigöllü, E. (2012), “How Brand Awareness Relates to Market Outcome, Brand Equity, and the Marketing Mix”, Journal of Business Research, Vol. 65: 92-99.
• Huang, T-S. (2019), “Psychological mechanisms of brand love and information technology identity in virtual retail environments”, Journal of Retailing and Consumer Services, Vol. 47: 251-264.
• Hwang, J.; Hyun, S. S. (2012), “The Antecedents and Consequences of Brand Prestige in Luxury Restaurants”, Asia Pacific Journal of Tourism Research, Vol. 17, No. 6: 656-683.
• Janiszewski, C.; Van Osselaer, S. M. (2000), “A Connectionist Model of Brand-Quality Associations”, Journal of Marketing Research, Vol. 37: 331-350.
• Jin, N. (P.); Lee, S. (S.); Jun, J-H. (2015), “The Role of Brand Credibility in Predicting Consumers’ Behavioural İntentions in Luxury Restaurants”, Anatolia–An International Journal of Tourism and Hospitality Research, Vol. 26, No. 3: 384–396.
• Kang, A. (2015), “Brand Love–Moving Beyond Loyalty an Empirical Investigation of Perceived Brand Love of Indian Consumer”, Arab Economıcs and Busıness Journal, Vol. 10: 90–101.
• Kazmi, S. H. A.; Khalique, M. (2019), “Brand Experience and Mediating Roles of Brand Love, Brand Prestige and Brand Trust”, Market Forces College of Management Sciences, Vol. 14, No. 2: 78-98.
• Keller, K. L. (1998), “Strategic Brand Management: Building Measuring and Managing Brand Equity”, New York: Prentice Hall.
• Kemp, E.; Bui, M. (2011), “Healthy brands: establishing brand credibility, commitment and connection among consumers”, Journal of Consumer Marketing, Vol. 28, No. 6: 429–437.
• Khalili, S. Z. H.; Mehrami, H. (2014), “The Effect of Brand Credibility and Brand Prestige in Customer Selection Regarding to Emphasis on the Role of Perceived Quality Mediation”, International Research Journal of Management Sciences, Vol. 2, No. 12: 423-426.
• Khan, I.; Fatma, M. (2017), “Antecedents and outcomes of brand experience: an empirical study”, Journal of Brand Management, Vol. 24, No. 5: 439-452.
• Khan, M. A.; Zulqarnain, M.; Bhatti, Z. A.; Raza, A. (2020), “Higher-Order Utilitarian and Symbolic Antecedents of Brand Love and Consumers’ Behavioral Consequences for Smartphones”, Journal of Relationship Marketing, 1-27.
• Kiatkawsin, K.; Sutherland, I. (2020), “Examining Luxury Restaurant Dining Experience towards Sustainable Reputation of the Michelin Restaurant Guide”, Sustainability, Vol. 12: 1-16.
• Kim, M-S.; Kim, J. (2018), “Linking marketing mix elements to passion-driven behavior toward a brand: Evidence from the foodservice industry”, International Journal of Contemporary Hospitality Management, 1-19.
• Kim, S.; Ham, S.; Moon, H.; Chua, B. L.; Han, H. (2019), “Experience, brand prestige, perceived value (functional, hedonic, social, and financial), and loyalty among GROCERANT customers”, International Journal of Hospitality Management, Vol. 77: 1-9.
• Kumar, V.; Kaushik, A. K. (2020), “Building consumer–brand relationships through brand experience and brand identification”, Journal of Strategic Marketing, Vol. 28, No. 1: 39-59.
• Ladeira, W. J.; Santini, F. O.; Jardim, W. C. (2020), “The Influence of Brand Credibility on Consumers’ Attention to Sales Promotions”, Journal of Promotion Management, 1-19.
• Lakanie, P. A.; Mojarrad, N. (2015), “The Antecedents and Consequences of Brand Prestige in Smartphone Industry in Iran”. Kuwait Chapter of Arabian Journal of Business and Management Review, Vol. 5, No. 4: 16-41.
• Lee, S-H.; Workman, J. E.; Jung, K. (2016), “Brand relationships and risk: influence of risk avoidance and gender on brand consumption”, Journal of Open Innovation: Technology, Market, and Complexity, Vol. 2, No. 14: 1-15.
• Liu, C-R.; Chiu, T-H.; Wang, Y-C.; Huang, W-S. (2018), “Generation Y’s revisit intention and price premium for lifestyle hotels: brand love as the mediator”, International Journal of Hospitality & Tourism Administration, 1-23.
• Lopez, M. D. R. Z. (2016), “Brand Awareness and Brand Love. Is the too-of-mind the Most Love on? An Application to Fashion Retailers”. Universıdad De La Rıoja.
• Loureiro, S. M. C. (2020), “Exploring drivers and outcomes of brand centrality experience: the role of partner quality as moderator”, International Journal of Fashion Design, Technology and Education, Vol. 13, No. 2: 150-164.
• Matzler, K.; Bidmon, S.; Grabner-Kräuter, S. (2006), “Individual determinants of brand affect: The role of the personality traits of extraversion and openness to experience”, Journal of Product & Brand Management, Vol. 15, No. 7: 427–434.
• Morrison, S.; Crane, F. G. (2007), “Building the service brand by creating and managing an emotional brand experience”, Journal of Brand Management, Vol. 14: 410-421.
• Moslehpour, M.; Pham, V. K.; Yumnu, S. (2014), “The Mediating Effect of Quality and Prestige on the Relationship between Brand Globalness and Purchase Likelihood of HTC Mobile Phone”, International Business Research, Vol. 7, No. 1: 94-108.
• Netemeyer, R. G.; Krishnan, B.; Pullig, C.; Wang, G.; Yagci, M.; Dean, D.;, Ricks, J.; Wirth, F. (2004), “Developing and validating measures of facets of customer based brand equity”, Journal of Business Research, Vol. 57, No. 2: 209–224.
• Pak, H.; Kasnakoğlu, B. T. (2014), “Markaya Düşkünlük Kavramı ve Ürün Kategorisine Göre Farklılıklar”, Pazarlama ve Pazarlama Araştırmaları Dergisi, Vol. 14: 75-86.
• Pandowo, A. (2016), “How to Create Brand Love in Private Label: The Role of Satisfaction as Intervening Variable”, Journal of Marketing Management, Vol. 4, No. 2: 81-91.
• Parasuraman, A.; Zeithaml, V. A.; Malhotra, A. (2005), “ES-QUAL a multiple-item scale for assessing electronic service quality”, Journal of Service Research, Vol. 7, No. 3: 213-233.
• Pavlou, P. A.; Fygenson, M. (2006), “Understanding and predicting electronic commerce adoption: An extension of the theory of planned behaviour”, MIS Quarterly, 115-143.
• Pine, J. B.; Gilmore, J. H. (1999), “The Experience Economy: Work Is Theatre and Every Business a Stage”, Cambridge, Ma: Harvard Business School Press.
• Prentice, C.; Wang, X.; Loureiro, S. M. C. (2019), “The influence of brand experience and service quality on customer engagement”, Journal of Retailing and Consumer Services, Vol. 50: 50-59.
• Ramaseshan, B.; Stein, A. (2014), “Connecting the dots between brand experience and brand loyalty: The mediating role of brand personality and brand relationships”, Journal of Brand Management, Vol. 21: 664-683. Roberts, K. (2004), “Lovemarks: The Future Beyond Brands”, Power House Books, New York.
• Rodrigues, C.; Brandão, A. (2020), “Measuring the effects of retail brand experiences and brand love on word of mouth: a cross-country study of IKEA brand”, The International Review of Retail, Distribution and Consumer Research, 1-28.
• Rodrigues, P.; Ferreira, P.; Rodrigues, P. (2015), “Brand Experience Leads to Brand Love – Retail Fashion Brand Case”, The Portuguese Marketing Conference, 2015.
• Rosli, N.; Ha, N. C.; Ghazali, E. M. (2019), “Bridging the gap between branding and sustainability by fostering brand credibility and brand attachment in travellers’ hotel choice”, The Bottom Line, Vol. 32, No. 4, 308-339.
• Sarabia, F.; Ostrovskaya, L. (2014), “A redefined measure of the tendency to use brand name in purchasing decisions”, ESIC Market Economics and Business Journal, Vol. 45, No. 2: 201219.
• Sarkar, A. (2011), “Romancing with a Brand: A Conceptual Analysis of Romantic Consumer-Brand Relationship”, Management & Marketing Challenges for the Knowledge Society, Vol. 6, No. 1: 79-94.
• Sarkar, A.; Ponnam, A.; Murthy, B. K. (2012), “Understanding and Measuring Romantic Brand Love”, Journal of Customer Behaviour, Vol. 11, No. 4: 325-348.
• Sarkar, A.; Sarkar, J. G.; Bhatt, G. (2019), “Store love in single brand retailing: the roles of relevant moderators”, Marketing Intelligence & Planning, 1-14.
• Schmitt, B. H. (2009), “The Concept of Brand Experience”, Journal of Brand Management, Vol. 16, No. 7: 417-419.
• Shamim, A.; Butt, M. M., (2013), “A Critical Model of Brand Experience Consequences”, Asia Pacific Journal of Marketing and Logistics, Vol. 25, No. 1: 102-117.
• Siew, S-W.; Minor, M. S.; Felix, R. (2018), “The influence of perceived strength of brand origin on willingness to pay more for luxury goods”, Journal of Brand Management, Vol. 25: 591-605.
• Song, H.; Wang, J.; Han, H. (2019), “Effect of Image, Satisfaction, Trust, Love, and Respect on Loyalty Formation for Name-brand Coffee Shops”, International Journal of Hospitality Management, Vol. 79: 50–59.
• Srivastava, A.; Dey, D. K.; Balaji, M. S. (2020), “Drivers of brand credibility in consumer evaluation of global brands and domestic brands in an emerging market context”, Journal of Product & Brand Management, 1-13.
• Steenkamp, J. B. E. M.; Batra, R.; Alden, D. L. (2003), “How perceived brand globalness creates brand value”, Journal of International Business Studies, Vol. 34, No. 1: 53-65.
• Stokburger-Sauer, N.; Ratneshwar, S.; Sen, S. (2012), “Drivers of consumer–brand identification”, International Journal of Research in Marketing, Vol. 29, No. 4: 406–418.
• Swait, J.; Erdem, T. (2007), “Brand Effects on Choice and Choice Set Formation Under Uncertainty”, Marketing Science, Vol. 26, No. 5: 679-697.
• Şahin, A.; Zehir, C.; Kitapçı, H. (2011), “The Effects of Brand Experiences, Trust and Satisfaction on Building Brand Loyalty; An Empirical Research on Global Brands”, Procedia Social and Behavioral Sciences, Vol. 24: 1288-1301.
• Thomson M.; MacInnis D. J.; Park C. W. (2005), “The ties that bind: measuring the strength of consumers' emotional attachments to brands”, Journal of Consumer Psychology, Vol. 15, No. 1: 77-91.
• Turgut, M. Ü.; Gültekin, B. (2015), “The Critical Role of Brand Love in Clothing Brands”, Journal of Business, Economics and Finance, Vol. 4, No. 1: 126-152.
• Turley, L. W.; Moore, P. A. (1995), “Brand name strategies in the service sector”, Journal of Consumer Marketing, Vol. 12, No. 4: 42–50.
• Ueacharoenkit, S.; Cohen, G. (2011), “Investigating the Relationship of Brand Experience and Loyalty: A Study of Luxury Brand in Thailand”, European, Mediterranean & Middle Eastern Conference Information Systems, Greece, 335-353.
• Vigneron, F.; Johnson, L. W. (1999), “A Review and A Conceptual Framework of Prestige Seeking Consumer Behavior”, Academy of Marketing Science Review, Vol. 1: 1–17.
• Yang, Z.; Peterson, R. T. (2004), “Customer perceived value, satisfaction, and loyalty: The role of switching costs”, Psychology and Marketing, Vol. 21, No. 10: 799–822.
• Zarantonello, L.; Schmitt, B. H. (2010), “Using the Brand Experience Scale to Profile Consumers and Predict Consumer Behavior”, Journal of Brand Management, Vol. 17, No. 7: 532-540.
• Zarantonello, L.; Schmitt, B. H. (2013), “The impact of event marketing on brand equity”, International Journal of Advertising, Vol. 32, No. 2: 255-280.
• Zhang, X. (2019), “Research on the Impact of Brand Experience on Brand Love”, American Journal of Industrial and Business Management, Vol. 9: 898-903.
• Zhou, F.; Mou, J.; Su, Q.; Wu, Y. C. J. (2020), “How does consumers’ Perception of Sports Stars’ Personal Brand Promote Consumers’ brand love? A mediation model of global brand equity”, Journal of Retailing and Consumer Services, Vol. 54: 1-10.
• https://psychology.victoria.ac.nz/modgraph/modgraph.php, (Accessed: 10.08.2021).
• https://www.statista.com/, (Accessed: 13.08.2020).
• https://gs.statcounter.com/vendor-market-share/mobile/turkey, (Accessed: 10.08.2020).