THE MEDIATION ROLE OF BRAND LOVE AND EXPERIENCE IN THE EFFECT OF SELF BRAND CONNECTION ON THE BRAND LOYALTY

Year 2019, , 285 - 294, 30.07.2019

Aysel Ercis , Oguz Han Aykut Tugba Yildiz

https://doi.org/10.17261/Pressacademia.2019.1106

Abstract

Purpose-
Nowadays, many reasons such as the rapid development of technology and the
differences in the demands and needs of the consumers have led the enterprises
to identify the elements that can distinguish themselves from their
competitors. Therefore, researching the elements that can create brand loyalty
is very important in terms of developing the right strategies.The aim of the
study is to investigate the mediation role of brand love and brand experience
in the effect of self-brand connection on brand loyalty.

Methodology- The research population consists of university students aged 18 years and
older living in Erzincan province.  After
the validation and cleaning of data by removal missing entries, a total of 300
respondet data points is available for carrying out further analysis.

Findings- The results show that
the self-brand connection has a significant effect on brand loyalty. In
addition to this, it is determined that brand love and brand experience have
mediation roles in the effect of self-brand connection on brand loyalty.

Conclusion- In order to create
brand loyalty, brand love, brand experience and self brand connection are
important.

Keywords

Self-brand connection, brand love, brand experience, brand loyalty

BENLİK-MARKA BAĞININ MARKA SADAKATİ ÜZERİNDEKİ ETKİSİNDE MARKA AŞKI VE DENEYİMİNİN ARACILIK ROLÜ

Abstract

Amaç- Günümüzde teknolojinin hızla gelişmesi, tüketicinin istek ve
ihtiyaçlarının farklılık göstermesi gibi birçok sebep işletmeleri kendilerini
rakiplerinden ayırt edebilecek unsurlar tespit etmeye itmiştir. Bu yüzden marka
sadakati oluşturabilecek öğelerin araştırılması doğru stratejilerin
geliştirilmesi açısından oldukça önemlidir. Bu araştırmanın amacı, benlik-marka
bağının marka sadakati üzerindeki etkisinde, marka aşkı ve marka deneyiminin
aracılık rolünün araştırılmasıdır.

Yöntem-  Araştırmanın ana kütlesini
Erzincan il sınırlarında yaşayan 18 yaş ve üzeri üniversite öğrencileri
oluşturmaktadır. Anketlerin hatalı ve eksik cevapları elendikten sonra 300 adet
anket formu değerlendirmeye tabi tutulmuştur.

Bulgular- Elde edilen sonuçlar benlik-marka
bağının marka sadakati üzerinde anlamlı etkiye sahip olduğunu göstermektedir.
Bununla birlikte benlik-marka bağının marka sadakati üzerindeki etkisinde marka
aşkı ve marka deneyiminin aracılık rolleri olduğu tespit edilmiştir.

Sonuç-
Marka bağlılığı yaratmada benlik marka bağı, marka
deneyimi ve marka aşkı etkilidir. 

Keywords

Benlik marka bağı, marka aşkı, marka deneyimi, marka sadakati

References

• Aaker, D. A. (2009). Marka Değeri Yönetimi: Bir Marka İsminin Değerinden Yararlanmak. İstanbul: MediaCat Kitapları.
• Ahuvia, A. C. (1993). I Love It! Towards a Unifying Theory of Love Across Diverse Love Objects. (Yayınlanmamış Doktora Tezi), USA: Michigan University.
• Aguirre-Rodriguez, A., Bosnjak, M., Sirgy, M. J. (2012). Moderators of the Self-Congruity Effect on Consumer Decision-Making: A Meta-Analysis. Journal of Business Research, 65(8), 1179-1188.
• Algharabat, R. S. (2017). Linking Social Media Marketing Activities With Brand Love: The Mediating Role of Self-Expressive Brands. Kybernetes, 46(10), 1801-1819.
• Alnawas, I., Altarifi, S. (2016). Exploring The Role of Brand Identification and Brand Love in Generating Higher Levels of Brand Loyalty. Journal of Vacation Marketing, 22(2), 111-128.
• Aydın, H. (2017). Marka Güveni, Farkındalığı ve Benlik İmaj Uyumunun Marka Bağlılığına Etkisinde Marka Aşkının Aracılık Rolü, Ege Academic Review, 17(2), 281-294.
• Baron, R. M., Kenny, D. A. (1986). The Moderator-Mediator Variable Distinctionin Social Psychological Research: Conceptual, Strategic, and Statistical Considerations. Journal of Personality and Social Psychology, 51 (6), 1173-1182.
• Batı, U. (2013). Markethink ya da Farkethink "Deneyimsel Pazarlama ve Duyusal Markalama". İstanbul: Destek Yayınları.
• Beckman, E., Kumar, A., Kim, Y. K. (2014). The Impact of Brand Experience on Downtown Success. Journal of Travel Research, 52, 646-658.
• 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, 52- 68.
• Brink, D. V., Gaby, O. S., Pieter, P. (2006). The Effect of Strategic and Tactical Cause-Related Marketing on Consumers’ Brand Loyalty. Journal of Consumer Marketing, 23(1), 15–25.
• Carroll, B. A., Ahuvia, A. C. (2006). Some Antecedents and Outcomes of Brand Love. Marketing Letters, 17(2), 79-89.
• Chang, P. L., Chieng, M. H. (2006). Building Consumer-Brand Relationship: A Cross Cultural Experiential View. Psychology and Marketing, 23(11), 927-959.
• Chaudhuri, A., Holbrook, M. (2001). The Chain Of Effects From Brand Trust and Brand Affect to Brand Performance. Journal of Marketing, 65(2), 81-93.
• Dirsehan, T. (2010). Örneklerle Temel Deneyimsel Pazarlama, İstanbul: İkinci Adam Yayınları.
• Eelen, J., Özturan, P., Verlegh, P. W. (2017). The Differential Impact of Brand Loyalty on Traditional and Online Word of Mouth: The Moderating Roles of Self-Brand Connection and The Desire to Help The Brand. International Journal of Research in Marketing, 34(4), 872-891.
• Erciş, A., Yıldız, T., Türk, B. (2017). The Influence of Customer Value, Brand Trust, and Self Congruity in Creating Emotional Brand Attachment. [Bildiri], 7th International Conference on Leadership, Technology, Innovation and Business Management (ICLTIBM-2017). Marmaris.
• Escalas, J. E., Betmann, J. R. (2003). You Are What They Eat: The Influence of Reference Groups on Consumers’ Connections to Brands. Journal of Consumer Psychology, 13(3), 339-348.
• Escalas, J. E. (2004). Narrative Processing: Building Consumer Connections to Brands.Journal of Consumer Psychology, 14(1/2), 168-180.
• Escalas, J. E., Bettman, J. R. (2005).Self-Construal, Reference Groups, and Brand Meaning.Journal of Consumer Research, 32(3), 378-389.
• Fandos, C., Flavian, C. (2006). Intrinsic and Extrinsic Quality Attributes, Loyalty and Buying Intention: An Analysis for a PDO Product. British Food Journal, 108(8), 646-662.
• Ferraro, R., Kirmani, A., Matherly, T. (2013). Look at Me! Look at Me! Conspicuous Brand Usage, Self-Brand Connection and Dilution. Journal of Marketing Research, 50(4), 477-488.
• Fitzgibbon, C., White, L. (2004). The Role of Attitudinal Loyalty in The Development of Customer Relationship Management Strategy within Service Firms. Journal of Financial Services Marketing, 9(3), 214-230.
• Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 24(4), 343-373.
• 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, 15(3), 135- 153.
• Grubb, E. L., Grathwohl, H. L. (1967). Consumer Self-Concept, Symbolism and Market Behavior: A Theoretical Approach. Journal of Marketing, 31(4), 22-27.
• Ha, C. L. (1998). The Theory of Reasoned Action Applied to Brand Loyalty. Journal of Product & Brand Management, 7, 51-61.
• Hemsley-Brown, J., Alnawas, I. (2016). Service Quality and Brand Loyalty: The Mediation Effect of Brand Passion, Brand Affection and Self-Brand Connection. International Journal of Contemporary Hospitality Management, 28(12), 2771-2794.
• Huang, C. C. (2017). The Impacts of Brand Experiences on Brand Loyalty: Mediators of Brand Love and Trust. Management Decision, 55(5), 915-934.
• Hussein, A. S. (2018). Effects of Brand Experience on Brand Loyalty in Indonesian Casual Dining Restaurant: Roles of Customer Satisfaction and Brand of Origin. Tourism and Hospitality Management, 24(1), 119-132.
• Hwang, J., Kandampully, J. (2012). The Role of Emotional Aspects in Younger Consumer-Brand Relationships.Journal of Product & Brand Management, 21(2), 98-108.
• Khan, I., Rahman, Z. (2015). Brand Experience Anatomy in Retailing: An Interpretive Structural Modeling Approach. Journal of Retailing and Consumer Services, 24, 60–69.
• Knapp, D. E. (1999). Brand Mindset: Five Essential Strategies for Building Brand Advantage Throughout Your Company. New York: McGraw-Hill Companies.
• Konuk, G. (2014). Deneyimsel Pazarlama, Ankara: Detay Yayıncılık.
• Kotler, P., Keller, K. L. (2009). Marketing Management. 13. Edition. New Jersey: Pearson Education Inc.
• Kumari, N., Patyal, S. (2017). Customer to Customer: Attitudinal and Behavioural Loyalty. International Journal of Management Studies, 4(1), 115-121.
• Lee, S. A., Jeong, M. (2014). Enhancing Online Brand Experiences: An Application of Congruity Theory. International Journal of Hospitality Management, 40, 49-58.
• Lin, J., Lobo, A., Leckie, C. (2017). The Role of Benefits and Transparency in Shaping Consumers’ Green Perceived Value, Self-Brand Connection and Brand Loyalty. Journal of Retailing and Consumer Services, 35, 133-141.
• Liu, F., Li, J., Mizerski, D., Soh, H. (2012). Self-Congruity, Brand Attitude, and Brand Loyalty: A Study on Luxury Brands. European Journal of Marketing, 46(7/8), 922-937.
• Mascarenhas, O. A., Ram, K., Michael, B. (2006). Lasting Customer Loyalty: A Total Customer Experience Approach. Journal of Consumer Marketing, 23(7), 397–405.
• McKinnon, D. P., Fairchild, A. J., Fritz, M. S. (2010). Mediation Analysis. Annual Review of Psychology, 58, 593–614.
• Nadiri, H., Günay, G. N. (2013). An Empirical Study to Diagnose the Outcomes of Customers’ Experiences in Trendy Coffee Shops. Journal of Business Economics and Management, 14(1), 22-53.
• Oliver, R. L. (1999). Whence Consumer Loyalty?. Journal of Marketing, 63, 33-44.
• Onan, G. (2006). Hizmet Sektöründe Marka Sadakati ve TEB Üzerine Bir Uygulama. (Yayımlanmamış Yüksek Lisans Tezi). İzmir: Dokuz Eylül Üniversitesi.
• Ridgway, J. L. (2011). Brand Personality: Consumer's Perceptions of Color Used in Brand Logos. (Yayınlanmamış Doktora Tezi), COLUMBIA: University of Missouri
• Schmitt, B. H. (1999). Experiential Marketing. Journal of Marketing Management, 15(1-3), 53-67.
• Schmitt, B. H. (2003). Customer Experience Management: A Revolutionary Approach to Connecting with Your Costomer. New Jersey: John Wiley & Sons.
• Schmitt, B. H., Rogers, D. L. (2008). Handbook on Brand and Experience Management. USA: Edward Elgar Publishing Limited.
• Schmitt, B. (2010). Experience Marketing: Concepts, Frameworks and Consumer Insights. Foundations and Trends in Marketing, 5(2), 55-112.
• Schoenbachler, D. D., Geoffrey L. G., Timothy W. A. (2004). Building Brand Loyalty Through Individual Stock Ownership. Journal of Product & Brand Management, 13, 488-497.
• Shimp, T. A., Madden, T. J. (1988). Consumer-Object Relations: A Conceptual Framework Based Analogously on Sternberg’s Triangular Theory of Love. Advances in Consumer Research, 15(1), 163-168.
• Sirgy, M. J., Johar, J. S., Samli, A. C., Claiborne, C. B. (1991). Self-Congruity Versus Functional Congruity: Predictors of Consumer Behavior. Journal of the Academy of Marketing Science, 19(4), 363-375.
• Stenberg, R. J. (1986). A Triangular Theory of Love. Psychological Review, 93(2), 119-135.
• Uşaklı, A., Baloğlu, S. (2011). Brand Personality of Tourist Destinations: An Application of Self-Congruity Theory. Tourism Management, 32(1), 114-127.
• Van der Westhuizen, L. M. (2018). Brand Loyalty: Exploring Self-Brand Connection and Brand Experience. Journal of Product & Brand Management, 27(2), 172-184.
• Yang, J., Zheng, R., Zhao, L., Gupta, S. (2017). Enhancing Customer Brand Experience and Loyalty Through Enterprise Microblogs: Empirical Evidence from a Communication Framework Perspective. Information Technology & People, 30(3), 580-601.
• Zarantonello, L., Schmitt, B. H. (2010). Using the Brand Experience Scale to Profile Consumers and Predict Customer Behavior. Journal of Brand Management, 17(7), 532-540.