Impact of Monetary and Non-monetary Sales Promotions on Brand Equity in On-line Retail Sector

Yıl 2020, Cilt: 23 Sayı: 44, 1133 - 1167, 31.12.2020

Berrin Arzu Eren

https://doi.org/10.31795/baunsobed.736304

Cited By: 2

Öz

Monetary and non-monetary sales promotions are one of the important tactical tools that businesses use to create brand loyalty as well as making high volume sales. The shopping experience has reached a significant size on the on-line platforms due to the time, labor, and price facilities. At this point, creating brand equity for on-line retail shopping brands, it constitutes one of the most important points of view to benefit from long-term sales efforts and its returns. Thus, in the study, the effects of monetary and non-monetary sales promotions applied by brands in the on-line retail shopping on the elements of the brand value' s and the effects of these elements on each other as well as the antecedents of brand loyalty were investigated. The questionnaire method was used in the research and the scales consist of expressions whose validity and reliability have been previously tested. The survey was conducted as a face-to-face survey with the participation of 452 individuals living in Ankara. The data obtained from the sample were analyzed with SPSS 20 and Smart-PLS programs. In addition to descriptive analysis, Explanatory Factor Analysis, Confirmatory Factor Analysis, correlation, and multiple connection analyzes were performed in the research, and then Structural Equation Modeling was applied to test the hypotheses. Research results show that non-monetary sales promotions have a positive effect on perceived quality, brand awareness, and brand loyalty and monetary sales promotions have a positive effect on brand awareness. In addition, it has been concluded that brand awareness, which constitutes the brand equity, has a positive effect on perceived quality and brand connotations, and received quality and brand connotations have a positive effect on brand loyalty.

Anahtar Kelimeler

Monetary and Non-monetary Sales Promotions, Brand Equity, Brand Loyalty

ON-LINE PERAKENDE SEKTÖRÜNDE UYGULANAN PARASAL VE PARASAL OLMAYAN SATIŞ PROMOSYONLARININ MARKA EDERİNE ETKİSİ

Öz

Parasal ve parasal olmayan satış promosyonları işletmelerin hacimli satış yapabilmelerinin yanı sıra marka sadakati yaratma amaçlı kullandıkları önemli taktiksel araçlardan biridir. Gerek daha uygun fiyata satın almak, gerekse sağladığı zaman ve emek kolaylıklarından ötürü alışveriş deneyimi on-line platformlarda da önemli büyüklüğe ulaşmıştır. Bu noktada on-line perakende alışveriş markaları için marka ederi yaratma; uzun vadeli satış çabaları ve bunun getirilerinden faydanalanabilmek için en önemli kavramlardan birini oluşturmaktadır. Buradan hareketle çalışmada on-line perakende alışverişlerde markaların uyguladığı parasal ve parasal olmayan satış promosyonlarının, marka ederini oluşturan unsurlar üzerindeki etkisinin ve bu unsurların birbirine etkilerinin belirlenmesinin yanı sıra marka sadakatinin öncülleri araştırılmıştır. Araştırmada anket yöntemi kullanılmış olup, ölçekler daha önceden geçerliliği ve güvenilirliği sınanmış ifadelerden oluşmaktadır. Anket Ankara’da yaşayan 452 bireyin katılımı ile yüz yüze gerçekleştirilmiştir. Örneklemden elde edilen veri SPSS 20 ve Smart-PLS programları ile analiz edilmiştir. Araştımada betimsel analizin yanı sıra Açıklayıcı Faktör Analizi, Doğrulayıcı Faktör Analizi, korelasyon ve çoklu bağlantı analizleri yapılmış ve ardından hipotezlerin test edilmesi için Yapısal Eşitlik Modellemesi uygulanmıştır. Araştırma sonuçları parasal olmayan satış promosyonlarının algılanan kalite, marka farkındalığı ve marka sadakati üzerinde olumlu etkiye sahip olduğunu, parasal satış promosyonlarının ise marka farkındalığı üzerinde olumlu etkiye sahip olduğunu göstermektedir. Araştırmada ulaşılan diğer bir sonuç marka ederini oluşturan unsurlardan marka farkındalığının algılanan kalite ve marka çağrışımları üzerinde ve algılanan kalite ve marka çağrışımlarının ise marka sadakati üzerinde olumlu etkiye sahip olduğudur.

Anahtar Kelimeler

Parasal ve Parasal Olmayan Satış Promosyonları, Marka Değeri, Marka Sadakati

Kaynakça

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