Marka Özgünlüğünün Marka İmajı ve Marka Tercihindeki İlişkisinde Marka Güveninin Aracılık Rolü

Year 2020, Volume: 16 Issue: 32, 4840 - 4874, 31.12.2020

Kazim Dağ , Yakup Durmaz

https://doi.org/10.26466/opus.741062

Cited By: 3

Abstract

Araştırmanın amacı, günümüz finansal krizlerinde ayakta kalmayı sağlayacak bir unsur olan marka özgünlüğünün; marka imajına ve marka tercihine olan etkisinin tespit edilmesi, ayrıca marka güveninin, marka imajı ve marka tercihine etkisinde aracı etkiye sahip olup olmadığının ortaya konulmasıdır. Bu amaçla marka özgünlüğünün alt boyutları olan erdem, bağlantı, gerçeklik, estetiklik, kontrtol ve orjinallik ile marka imajı ve marka tercihi ilişkisi araştırılmış, marka güveninin marka imajı ve marka tercihi üzerindeki aracı etkisi model ışığında incelenmiştir. Yapılan pilot uygulamada; marka özgünlüğü, marka imajı, marka tercihi ve marka güveni ölçeklerinin toplam varyansı açıklama oranlarının ve Kaiser-Meyer-Olkin (KMO) testlerinin örneklem yeterlilik değerinin faktör analizi için yeterli olduğu belirlenmiştir. Araştırmanın çalışma grubunu beyaz eşya kullanan, satın alan (816) nihayi tüketici oluşturmaktadır. Toplanan veriler SPSS ve AMOS programlarıyla analiz edilmiştir. Analiz sonuçlarına göre marka özgünlüğünün; marka imajı ve marka tercihine olumlu yönde anlamlı bir etkisinin olduğu tespit edilmiştir. Analizlere göre marka güveninin aracılık etkisinin olduğu sonucuna ulaşılmış ve aracılık etkisi Sobel testi ile doğrulanmıştır.

Keywords

Marka özgünlüğü, marka imajı, marka güveni, marka tercihi

Mediation Role of Brand Trust in the Relationship of Brand Authenticity in Brand Image and Brand Preference

Abstract

The aim of the research is to determine the brand authenticity, which is a factor that will ensure survival in today's financial crises; determining the effect on the brand image and brand preference, and also revealing whether the brand trust has an intermediary effect on the brand image and brand preference. For this purpose, the relationship between brand image and brand preference with virtue, connection, reality, aesthetics, control and originality, which are sub-dimensions of brand authenticity, was investigated, and the mediating effect of brand trust on brand image and brand preference was examined in the light of the model. In the pilot study conducted; It was determined that the total variance explanation ratios of brand authenticity, brand image, brand preference and brand trust scales and the sampling adequacy value of Kaiser-Meyer-Olkin (KMO) tests were sufficient for factor analysis.The working group of the research is the end consumer who uses and buys (816) white goods. The collected data were analyzed with SPSS and AMOS programs. According to the analysis results, brand originality; It has been determined that it has a significant positive effect on brand image and brand preference. According to the analysis, it was concluded that brand trust has an intermediary effect and the mediation effect was confirmed by the Sobel test.

Keywords

Brand authenticity, brand image, brand trust, brand preference

References

• Aaker, D. A. (1996). Building strong brands. New York, NY: The Free Press/Simon and Schuster.
• Arnould, E.,J. and Price, L., L. (2000). Authenticating acts and authoritative performances: questing for self and community. In: Ratneshwar, S., Mick, D.G. and Huffman, C. (Eds.). The Why of Consumption. (p. 140–163). New York:Routledge.
• Arnold, D. (1992). The handbook of brand management. Reading: Addison Wesley.
• Arthur W. Page Society. (2007). The authentic enterprise:An Arthur W. Page Society report. New York: Arthur W Page Society.
• Aksoy, H. (2018). Sponsor Marka kimlik uyumunun marka imaj transferi üzerine etkisi: çoklu fuar sponsorluğunun analizi. Gaziantep UniversityJournal of Social Sciences, 17(4), 1456- 1473,
• Assiouras, I., Liapati, G., Kouletsis, G., and Koniordos, M. (2015). The impact of brand authenticity on brand attachment in the food industry. British FoodJournal, 117(2), 538–552. https://doi.org/10.1108/BFJ-03-2014- 0095
• Alexander, N. (2009). Brand authentication: creating and maintaining brand auras. European Journal of Marketing, 43(3/4), 551-562. doi:10.1108/03090560910935578
• Alamro, A., Salameh (2010). Branding and brand preference in the mobile phone service industry. Doctora PhD. Prifysgol Bangor University
• Baron, R. M., and 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.
• Ballantyne, R., Warren, A. ve Nobbs, K. (2006). The evolution of brand choice”, Journal of Brand Management, 13(4/5), 339-352.
• Beer, S. (2008). Authenticity and food experience - commercial and academic perspectives. Journal of Foodservice, 19(3), 153–163.
• Beverland, M.B., Lindgreen, A. and Vink, M.W. (2008). Projecting authenticity through advertising: Consumer judgements of advertisers’ claims. Journalof Advertising,37 (1), 5-15.
• Beverland,B.,M. ve Francis J. Farrelly (2010). The quest for authenticity in consumption: consumers’ purposive choice of authentic cues to shape experienced outcomes. Journal of Consumer Research, 36(5)
• Beverland., B., M. (2005a).Crafting brand authenticity: The case of luxury wines.Journal of Management Studies 42(5), 0022-2380
• Brown, S., Kozinets, R. V., ve Sherry, J. F. (2003). Teaching old brands newtricks: Retro branding and the revival of brand meaning. Journal of Marketing, 67(3), 19–33. doi:10.1509/jmkg.67.3.19.18657
• Bruhn, M., Schoenmüller, V., Schäfer, D. ve Heinrich D. (2012). Brand authent city: Towards a deeper understanding of ıts conceptualization and measurement.Advances in ConsumerResearch Associationfor Consumer Research, 40, 567-576.
• Beverland, M. (2005a). Crafting brand authenticity: The case of luxury wines. Journal of Management Studies, 42(5), 1003–1029.
• Beverland, M. B. (2006). The ‘real thing’: Branding authenticity in the luxury wine trade. Journal of Business Research, 59(2), 251–258. doi:10.1016/j.jbusres.2005.04.007
• Busser, J.A, ve Shulga, L.V. (2019). Involvement in consumer-generated advertising: Effects of organizational transparency and brand authenticity on loyalty and trust", International Journalof Contemporary Hospitality Management, https://doi.org/10.1108/IJCHM-10-2017-0685
• Chen, H., Bernard, S., ve Rahman, I. (2018). Greenwashing in hotels: A structural model of trustand behavioral intentions. Journal of CleanerProduction. doi:10.1016/j.jclepro.2018.09.168
• Cretu, A. E., ve Brodie, R. J. (2007). The influence of brand image and company reputationwhere manufacturers market to small firms: A customer value perspective. IndustrialMarketing Management, 36, 230–240.
• Cho, E., Fiore, A., M.(2015) Conceptualization of a holistic brand image measurefor fashion-related brands.Journal of Consumer Marketing, 32(4), 255-265, https://doi.org/10.1108/JCM-07-2014-1063
• Cho, E., Fiore, A.,M. ve Russell, D.,W. (2014). Validation of a fashion brand ımage scale capturing cognitive, sensory, and affective associations: Testing ıts role in an extended brand equity model. Psychology and Marketing,32(1), 28–48 DOI: 10.1002/mar.20762
• Chomvilailuk, R., and Butcher, K. (2010). Enhancing brand preference through corporate social responsibility initiatives in the Thai banking sector. AsiaPacific Journal of Marketing and Logistics, 22(3),397–418. doi:10.1108/13555851011062296
• Chatterjee, S. C., and A. Chaudhuri. 2005. Are trusted brands important. Marketing Management Journal, 15(1), 1–16.
• Chinomona, R. (2016). Brand communication, brand image and brand trust as antecedents of brand loyalty in Gauteng Province of South Africa. AfricanJournal of Economic and Management Studies, 7(1), 124–139. doi:10.1108/ajems-03-2013-0031
• Cappannelli, G., ve Cappannelli, S. C. (2004). Authenticity: Simple strategies for greater meaningand purpose at work and at home. Cincinnati, OH: Emmis Books.
• Chaudhuri, A., ve Holbrook, M. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal ofMarketing, 65(2), 81–93. doi:10.1509/jmkg.65.2.81.18255
• Chang, H.H. ve Liu, Y.M. (2009). The ımpact of brand equity on brand preference and purchase ıntention in the services ındustries. The ServiceIndustries Journal. 29 (12), 1687-1706. DOI: 10.1080/02642060902793557
• Chong, B., Yang, Z., and Wong, M. (2003). Asymmetrical impact of trustworthiness attributes on trust, perceived value and purchase intention: A conceptual framework for cross-cultural study on consumer perception of online auction. In ICEC '03 Proceedings of the 5thInternational Conference on Electronic Commerce, (p. 213-219). New York, NY: ACM Press.
• Chhabra, D., and Kim, E. G. (2018). Brand authenticity of heritage festivals. Annals of TourismResearch, 68, 55–57. doi:10.1016/j.annals.2017.11.007
• Chhabra, D. (2010). Branding authenticity. Tourism Analysis, 15(6), 735–740.
• Coary, S. P. (2013). Scale construction and effects of brand authenticity. University ofSouthern California, ProQuest Dissertations Publishing, 3598187.
• Çavuşoğlu, S. ve Durmaz, Y.(2020). Deneyimsel pazarlama ve yeşil davranış.(1.Basım). İstanbul: Hiper Yayın.
• Delgado-Ballester, E. (2004). Applicability of a brand trust scale across product categories. European Journal of Marketing, 38(5/6), 573–592. doi:10.1108/03090560410529222
• Demirağ, B. ve Durmaz, Y.(2020). Marka yönetimi (Uygulamalı). 1.Baskı. Hiper Yayınları. İstanbul.
• Demirağ, B. ve Çavuşoğlu, S (2019). Marka imajının tutumsal marka sadakati üzerindeki etkisininincelenmesi: Bingöl otelleri örneği. To & Re,1(1), 15-22
• Demirel, E,Ü. ve Yıldız, E. (2015). Marka özgünlüğünün marka tercihi, müşteri tatmini ve marka sadakati üzerindeki etkileri: Bilgisayar markaları üzerine bir araştırma. Marmara Üniversitesi Öneri Dergisi, 11(44), 83– 100.
• Deneçli, S. (2014), Marka ve maskotlar: İmaj üretimi, Ed. G. Ilıcak Aydınalp, Nobel Yayınları Ankara.
• Diker, E , ve Özüpek, M . (2013). İletişim fakültesi öğrencilerinin cep telefonumarkalarına yönelik imaj algısı: Nokia ve Samsung örneği. HumanitiesSciences, 8(1) ,100-120.
• Dobni, D.I ve Zinkhan, G.M. (1990). In search of brand image: a foundation analysis'', in Goldberg, M.E., Gorn, G. and Pollay, R.W. (Eds), Advances in Consumer Research, Association for Consumer Research, Provo, T.
• Dolich, I. J. (1969). Congruence relationships between self-images and product Brands. Journal of Marketing Research, 6, 80-84.
• Durmaz, Y. Dağ, K. (2018). Marka özgünlüğünün marka sadakati üzerindeki etkileri: cep telefonu markaları üzerine bir araştırma. AkademikAraştırmalar ve Çalışmalar Dergisi.10(19), 489-501 DOI: 10.20990/kilisiibfakademik.406708
• Durmaz, Y., Çavuşoğlu, S., ve Özer, Ö. (2018). The effect of brand ımage and brand benefit on customer loyalty: The case of Turkey. International Journal of Academic Research in Businessand Social Sciences, 8(5), 528–540. DOI: 10.6007/IJARBSS/v8-i5/4140
• Dülek, B. ve Saydan, R. (2019). The ımpact of social media advertisement awareness on brand awareness, brand ımage, brand attitude and brand loyalty: A research on university students. International Journal of Contemporary Economics and Administrative Sciences, 9(2), 470–494. http://doi.org/10.5281/zenodo.3596116
• Dwivedi, A. ve McDonald. R. (2018). "Building brand authenticity in fast-moving consumer goods via consumer perceptions of brand marketing communications", European Journal of Marketing, 52(7/8), 1387- 1411, https://doi.org/10.1108/EJM-11-2016-0665
• Eggers, F., O’Dwyer, M., Kraus, S., Vallaster, C. ve Guldenberg, S. (2013), “The impact of brand authenticity on brand trust and sme growth: a CEO perspective”, Journal of World Business, 48(3), 340-348.
• Ebrahim, R., Ghoneim, A., Irani, Z., ve Fan, Y. (2016). A brand preference and repurchase intention model: the role of consumer experience, Journal of Marketing Management, 32(13-14), 1230-1259, DOI: 10.1080/0267257X.2016.1150322
• Ebrahim, R., S. (2013).A study of brand preference : an experiential view. PhD Thesis. Brunel University
• Fishbein, M. (1965). A consideration of beliefs, attitudes, and their relationships. In J. Seteiner, ve M. Fishbein (Eds.), Current studies in social psychology. New York: Holt, Reinhart and Winston.
• Fritz, K., Schoenmueller, V and Bruhn, M. (2017). Authenticity in branding:Exploring antecedents and consequences of brand authenticity. EuropeanJournal of Marketing, 51(2), 324-348. https://doi.org/10.1108/ejm-10-2014-0633
• Folse J. A. G., Burton S. and Netemeyer R.G. (2013). Defending brands: Effects of alignment of spokescharacter personality traits and corporate transgressions on brand trust and attitudes.Journal of Advertising, 42(4), 331-342, DOI: 10.1080/00913367.2013.795124
• Grayson, K., and Martinec, R. (2004). Consumer perceptions of iconicity and indexicality and their influence on assessments of authentic market offerings, Journal of Consumer Research, 31(2), 296-312. https://doi.org/10.1086/422109
• Gilmore, J. H., ve Pine, B. J. (2007). Authenticity: What consumers really want. Boston: Harvard Business School Press.
• Gürbüz, S. ve Şahin, F. (2016). Sosyal bilimlerde araştırma yöntemleri felsefe-yöntem- analiz. (3. Baskı). Ankara: Seçkin Yayınevi.
• Ha H-Y. and Perks H. (2005). Effects of consumer perceptions of brand experience on the web:Brand familiarity, satisfaction and brand trust. Journal of Consumer Behaviour 4(6), 438–452
• Hede, A.-M. and Thyne, M. (2010). A journey to the authentic: museum visitorsand their negotiation of the inauthentic.Journal of Marketing Management, 26(7/8), 686-705.
• Harris, L. C., Goode, M. M., 2010. Online servicescapes, trust, and purchase intentions. J. Serv. Mkt. 24(3), 230- 243.
• Han, S. H., Nguyen B., ve Lee T. J. (2015). Consumer-based chain restaurant brand equity, brand reputation, and brand trust. International Journal ofHospitality Management.50, 84–93. http://dx.doi.org/10.1016/j.ijhm.2015.06.010
• Hair, J. F., Black, W., Anderson, R., Babin, B. R. ve Tahtam, R. L. (2006). Multivariate data analysis with readings. London: Mcmillan Book Company.
• He, H., Harris, L. C., Wang, W., and Haider, K. (2016). Brand identity and online self-customisation usefulness perception. Journal of Marketing Management,32(13-14), 1308–1332. doi:10.1080/0267257x.2016.1170720
• Hellier, P.K., Geursen, G.M., Carr, R.A., ve Rickard, J.A. (2003). Customer repurchase intention: A general structural equation model. EuropeanJournal of Marketing, 37(11/12), 1762–1800.
• Heider, F. (1958). The psychology of ınterpersonal relations. Lawrence Erlbaum Associates, New York, NY.
• Jian, Y., Zhou, Z., and Zhou, N. (2019). Brand cultural symbolism, brand authenticity, andConsumer well- being: the moderating role of culturalinvolvement. Journal of Product &BrandManagement. doi:10.1108/jpbm-08-2018-1981
• Johnson, D. S. (2007). Achieving customer value from electronic channels through identity commitment, calculative commitment, and trust intechnology. Journal of Interactive Marketing, 21(4), 2-22.
• Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity.Journal of Marketing, 1-22. doi: 10.2307/1252054
• Keller, K. L., (2003). Strategic brand management: building, measuring, and managing brand equity. 2nd edition, Upper Saddle River, NJ: Pearson Education
• Ketron, S. (2016). Consumer cynicism and perceived deception in vanity sizing: The moderatingrole of retailer (dis)honesty. Journal of Retailing andConsumer Services, 33, 33-42.
• Kotler, P., and Armstrong, G. (1996). Principles of marketing. New Jersey: Prentice-Hall.
• Koschate-Fischer, N., and Gartner, S. (2015). Brand Trust: Scale Development and Validation. Schmalenbach Business Review, 67(2), 171–195. doi:10.1007/bf03396873
• Kwon, Y., (1990). Brand name awareness and image perception of women's daytime apparel. Perceptual and Motor Skills, 71, 743-52.
• Lassoued, R., ve Hobbs, J.E. (2015). Consumer confidence in credence attributes: The role of brand trust. Food Policyhttp:// dx.doi.org/10.1016/j.foodpol.2014.12.003
• Lee D., Moon J., Kim Y.J., ve Yi M.Y.(2014). Antecedents and consequences of mobile phone usability: Linking simplicity and interactivity to satisfaction, trust, and brand loyalty, Information and Management http://dx.doi.org/10.1016/j.im.2014.12.001
• Lee, K.S. and Tan, S.J. (2003). E-retailing versus physical retailing: A theoretical model and empirical test of consumer choice. Journal of Business Research, 56(11), 877– 885
• Liao and Ma. (2009).Conceptualizing consumer need for product authenticity. International Journal of Business and Information.4(1).
• Liao S-H. and Chen Y-J. (2016). A rough set-based association rule approach implemented on a brand trust evaluation model.Journal of Experimental & Theoretical Artificial Intelligence, DOI: 10.1080/0952813X.2016.1264089
• Lien, C.-H., Wen M-J., Huang L-C., ve Wu K-L.(2015). Online hotel booking: The effects of brand image, price, trust and value on purchase intentions, AsiaPacific Management Review http://dx.doi.org/10.1016/j.apmrv.
• Ling, K. C., bin Daud, D., Piew, T. H., Keoy, K. H., veHassan, P. (2011). Perceived risk, perceived technology, online trust for the online purchase intention in Malaysia. International Journal of Business and Management, 6(6), 167-182.
• Lindum, M., H., ve Thomsen, P., W. (2019). The nature of brand authenticity a case study of soundboks from a multiple-stakeholder perspective. MSc Brand andCommunications Management Master’s Thesis.
• Lu, A. C. C., Gursoy, D., ve Lu, C. Y. (2015). Authenticity perceptions, brand equity and brand choice intention: The case of ethnic restaurants. International Journal of Hospitality Management, 50, 36–45. doi:10.1016/j.ijhm.2015.07.008
• Luffarelli, J., Mukesh, M., ve Mahmood, A. (2019). Let the Logo Do the Talking: The Influence of Logo Descriptiveness on Brand Equity. Journal ofMarketing Research, doi:10.1177/0022243719845000
• Mabkhot H. A., Shaari H., Salleh S. (2017). The ınfluence of brand ımage andbrand personality on brand loyalty, mediating by brand trust: An empirical study. Jurnal Pengurusan50(2017) 71-82 https://doi.org/10.17576/pengurusan-2017-50-07
• Maore S., Munyoki J., Kinoti M., Owino J. (2019). Brand management practices, corporate ımage, customer characteristics and satisfaction among University Students in Kenya. European Scientific Journal December 2019 15(34) ISSN:1857–7881 (Print) e -ISSN 1857-7431. Doi:10.19044/esj.2019.v15n34p161
• Menidjel C., Benhabib A., ve Bilgihan A. (2017). "Examining the moderating role of personality traits in the relationship between brand trust and brand loyalty", Journal of Product & Brand Management, https://doi.org/10.1108/ JPBM-05-2016-1163
• Myers, C.A. (2003). Managing brand equity: A look at the impact of attributes. Journal of Product & Brand Management,12(1), 39–51.
• Michaelidou, N., Micevski, M., Cadogan J., W.(2015). An evaluation of nonprofit brand image: Towards a beter conceptualization and measurement. Journal of Business Research,68 (2015), 1657–1666. http://dx.doi.org/10.1016/j.jbusres.2015.03.024
• Munoz, C.L., Wood, N.T.; and Solomon, M.R. (2006). Real or blarney? A cross-cultural investigation of the perceived authenticity of Irish pubs, Journal ofConsumer Behaviour 5, 222-234.
• Molleda, J.-C., and Jain, R. (2013). Testing a perceived authenticity index with triangulation research: The case of Xcaret in Mexico. International Journalof Strategic Communication, 7(1), 1–20.
• Morhart, F., Malär, L., Guèvremont, A., Girardin, F., ve Grohmann B. (2015). Brand authenticity: An integrative framework and measurement scale. Journal of Consumer Psychology 25, 2, 200–218. http://dx.doi.org/10.1016/j.jcps.2014.11.006
• Mohajerani, P., ve Miremadi, A. (2012). Customer satisfaction modeling in hotel industry: A case study of Kish Island in Iran. International. Journal of Marketing Studies, 4(3), 134- 152.
• Napoli, J., Dickinson, S.J., Beverland, M.B. veFarrelly, F. (2014). Measuring consumer-based brand authenticity,” Journal of Business Research, 67(6), 1090-1098. doi:10.1016/j.jbusres.2013.06.001
• Napoli, J, Dickinson-Delaporte, S., ve Beverland, M (2016). The brand Authenticity continuum: Strategic approaches for building value. Journal of Marketing Management, 32(13-14), 1201-1229. https://doi.org/10.1080/0267257x.2016.1145722
• Oliver, R.L. ve Swan, J.E. (1989). Consumer Perceptions of Interpersonal Equity and Satisfaction in Transactions: A Field Survey Approach, Journal ofMarketing, 53, 21-35.
• Oh, H., Prado, P. H. M., Korelo, J. C., and Frizzo, F. (2019). The effect of brand authenticity on consumer–brand relationships. Journal of Product & BrandManagement. doi:10.1108/jpbm-09-2017-1567
• Pavlou, P. A., Liang, H. ve Xue, Y. (2007). Understanding and mitigating uncertainty in onlineexchange relationships: A principal-agent perspective.MIS Quarterly, 31(1), 105–136.
• Pattuglia S.,ve Mingione M. (2017). Towards a new understanding of brand authenticity: seeing through the lens of millennials. sinergie italian journal of management, 35(103).DOI: https://doi.org/10.7433/s103.2017.03
• Peterson, R.A. (2005). In search of authenticity. Journal of Management Studies, 42(5), 1083– 98.
• Portal, S. Russell Abratt, R., ve Bendixen, M. (2018): The role of brand authenticity in developing brand trust.Journal of Strategic Marketing, DOI: 10.1080/0965254X.2018.1466828
• Ratnayake, N. (2012) The Predictive validity of brand-related autobiographical memories on brand commitment. PhD thesis. Coventry: Coventry University
• Rajavi, K., Kushwaha, T., and Steenkamp, J.-B. E. M. (2019). In brands we trust? a multi-category, multi- country ınvestigation of sensitivity of consumers’trust in brands to marketing-mix activities. Journal of Consumer Research. doi:10.1093/jcr/ucz026
• Riefler, P. (2019). Local versus global food consumption: the role of brand authenticity. Journal of Consumer Marketing Emerald Publishing Limited DOI 10.1108/JCM-02-2019-3086]
• Riezebos, R. K. (2003). Brand management-a theoretical and practical approach. Harlow: Pearson Education Limited.
• Rose, R.L., ve Wood, S.L. (2005). Paradox and the consumption of authenticity through reality television, Journal of Consumer Research, 32(2), 284-296.
• Salinas, E., M., ve Pérez J.,M.,P. (2009). Modeling the brand extensions' influence on brand image. Journal of Business Research, 62, 50–60. doi:10.1016/j.jbusres.2008.01.006
• Saleem, H., ve Raja, N. S. (2014). The impact of service quality on customer satisfaction customer loyalty. Middle-East Journal of Scientific Research, 19(5),706-711.
• Sarıçiçek, R. , Çokay Çopuroğlu, F. ve Korkmaz, İ . (2017).Brand ıdentity and brand ımage of consumers in retro marketing context: A research on GAUN Academicians. Gaziantep University Journal of Social Sciences,16 (2), 345-358. DOI: 10.21547/jss.300703
• Surprenant, C. F., and M. R. Solomon. (1987). Predictability and personalization in the service encounter. The Journal of Marketing 51, 86–96.
• Schallehn, M., Burmann, C., and Riley, N. (2014). Brand authenticity: Model development and empirical testing. Journal of Product & Brand Management,23(3), 192–199. https://doi.org/10.1108/JPBM-06-2013-0339
• Spiggle, S., H. T. Nguyen, ve M. Caravella. (2012). More than fit: Brand extension authenticity. Journal of Marketing Research 49 (6), 967–983.
• Tran, V.-D., and Keng, C.-J. (2018). The brand authenticity scale: Development and Validation. Contemporary Management Research, 14(4), 277-291. https://doi.org/10.7903/cmr.18581
• Uzunkaya T. (2017). Marka iletişiminin marka güvenine etkisi, Bilgisayar markaları üzerine bir araştırma. BUJSS,10(2), 33-40 DOI: http://dx.doi.org/10.18221/bujss.332360
• Uztuğ, F.(2003).Markan kadar konuş,4. Basım.İstanbul: Kapital Yayınevi,
• Wang, N. (1999). Rethinking authenticity in tourism experience, 26(2), 349–370.
• Wang, E. S.-T. (2015). Effect of food service-brand equity on consumer-perceivedfood value, physical risk, and brand preference. British Food Journal, 117(2),553–564. doi:10.1108/bfj-09-2013-0260
• Wang, Ya-Hui veTsai, Cing-Fen.(2014). The relationship between brand ımage and purchase ıntention: Evidence from award winning mutual funds. The International Journal of Business and Finance Research, 8(2),27-40.
• Wymer, W., ve Akbar, M. M. (2017). Brand authenticity, its conceptualization, and its relevance to nonprofit marketing. International Review on Publicand Nonprofit Marketing, 14(3), 359–374. doi:10.1007/s12208-017- 0177-z
• Xingyuan W., Li F., ve Wei Y. (2010) How do they really help? An empirical study of the role of different ınformation sources in building brand trust. Journal of Global Marketing, 23(3), 243-252, DOI: 10.1080/08911762.2010.487425
• Yakut, E . (2018). Examination of product recalls ın terms of attribution theory ın themarketing context: A qualitative meta-analysis. Yönetim ve Ekonomi: Celal BayarÜniversitesi İktisadi ve İdari Bilimler FakültesiDergisi , 25(2) , 351-367 . DOI: 10.18657/yonveek.350583
• Yannopoulou N., Koronis E., ve Elliott R. (2011). Media amplification of a brand crisis and its affect on brand trust, Journal of Marketing Management, 27(5-6), 530-546, DOI:10.1080/0267257X.2010.498141
• Zajonc, R.B. and Markus, H. (1982). Affective and cognitive factors in preferences, Journal of Consumer Research, 9(2), 123-131.