Marka Özdeşleşmesi ve Tüketici Marka Katılımı İlişkisi: Marka Tutkusunun Aracı Rolü

Yıl 2023, , 284 - 299, 10.08.2023

Eda Kutlu , Hayrettin Zengin

https://doi.org/10.17494/ogusbd.1258035

Öz

Bu çalışmanın amacı; tüketici marka katılımı üzerinde marka özdeşleşmesi ve marka tutkusunun etkisinin belirlenmesi ve marka özdeşleşmesi ile tüketici marka katılımı arasındaki ilişkide marka tutkusunun aracılık rolünün tespit edilmesidir. Araştırma kapsamında incelenen ilişkileri tespit etmek amacıyla ilgili değişkenler arasında yapısal eşitlik modeli kurulmuştur. İhtiyaç duyulan veriler, çevrimiçi anket uygulaması aracılığıyla toplanmış ve 315 katılımcıya ulaşılmıştır. Elde edilen bulgular marka özdeşleşmesi ve marka tutkusunun tüketici marka katılımı üzerinde olumlu etkisi olduğunu göstermektedir. Marka özdeşleşmesi ve tüketici marka katılımı ilişkisinde marka tutkusunun kısmi aracılık rolü olması da araştırma kapsamında elde edilen bir diğer bulgudur.

Anahtar Kelimeler

Tüketici marka katılımı, Marka özdeşleşmesi, Marka tutkusu

Brand Identification and Consumer Brand Engagement Relationship: The Mediating Role of Brand Passion

Öz

The aim of this study; determining the effect of brand identification and brand passion on consumer brand engagement and determining the mediating role of brand passion in the relationship between brand identification and consumer brand engagement. Structural equation model was established between the related variables in order to determine the relationships examined within the scope of the research. The needed data were collected through the online survey application and 315 participants were reached. The findings show that brand identification and brand passion have a positive effect on consumer brand engagement. The partial mediation role of brand passion in the relationship between brand identification and consumer brand engagement is another finding obtained within the scope of the research.

Anahtar Kelimeler

Consumer brand engagement, Brand identification, Brand passion

Kaynakça

• Aaker, J., Fournier, S., & Brasel, S. A. (2004). When good brands do bad. Journal of Consumer Research, 31, 1–16.
• Albert, N., Merunka, D., & Valette-Florence, P. (2013). Brand passion: antecedents and consequences. Journal of Business Research, 66(7), 904–909.
• Altunışık, R., Coşkun, R., Bayraktaroğlu, S., ve Yıldırım, E. (2015). Sosyal bilimlerde araştırma yöntemleri. Sakarya Yayıncılık, Sakarya.
• Altunışık, R., Gegez, E., Koç, E., Sığrı, Ü., Yüksel, A., Boz,H., ve Yıldız, E. (2022). Sosyal bilimlerde araştırma yöntemleri: yeni perspektifler. Seçkin Yayıncılık, İstanbul.
• Badrinarayanan, V., & Laverie, D.A. (2011). Brand advocacy and sales effort by retail salespeople: antecedents and influence of identification with manufacturers’ brands. Journal of Personal Selling and Sales Management, Vol. 31 No. 2, pp. 123-140.
• Bauer, H. H., Heinrich, D., & Martin, I. (2007). How to create high emotional consumer-brand relationships? The causalities of brand passion. Australian & New Zealand Marketing Academy Conference Proceedings (pp. 2189-2198).
• Bhattacharya, C. B., & Sen, S. (2003). Consumer company identification: A framework for understanding consumers’ relationships with companies. Journal of Marketing, 67(2), 76–88.
• Bozoklu, Ç. P., ve Yıldız, E. (2019). Bilgi toplama ile reklam şüpheciliği arasındaki ilişki: yetkisiz ikincil bilgi kullanımı ve ürün kalitesinin seri aracılık rolü. Yaşar Üniversitesi E-Dergisi, 14, 34-45.
• Brewer , M. B. (1991). The social self: on being the same and different at the same time. Personality and Social Psychology Bulletin, 17 : 475 – 482.
• Brodie, R. J., Hollebeek,L.D., Juric, B., & Ilic, A. (2011). Customer engagement: conceptual domain, fundamental propositions and implications for research in service marketing. Journal of Service Research, 14, 3, 252–71.
• Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing letters, 17, 79-89.
• Coelho, P. S., Rita, P., & Santos, Z. R. (2018). On the relationship between consumer-brand identification, brand community, and brand loyalty. Journal of Retailing and Consumer Services, 43, 101-110.
• Cheung, M. L., Pires, G. D., Rosenberger, P. J., Leung, W. K., & Sharipudin, M. N. S. (2021). The role of consumer-consumer interaction and consumer-brand interaction in driving consumer-brand engagement and behavioral intentions. Journal of Retailing and Consumer Services, 61, 102574.
• Chin, W. W. (1998). The partial least squares approach to structural equation modeling. Modern Methods for Business Research, 295(2), 295-336.
• Cohen, J. (1988). Statistical power analysis for the behavioral sciences. NJ: Mahwah, Lawrence Erlbaum.
• Doğan, D. (2018), SmartPLS ile veri analizi. US: Charleston SC.
• Fernandes, T., & Moreira, M. (2019). Consumer brand engagement, satisfaction and brand loyalty: a comparative study between functional and emotional brand relationships. Journal of Product & Brand Management.
• Fornell, C., & Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1):39-50.
• Fournier, S. (1998), Consumers and their brands: developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343–353.
• France, C., Grace, D., Merrilees, B., & Miller, D. (2018). Customer brand co-creation behavior: conceptualization and empirical validation. Marketing Intelligence and Planning, Vol. 36 No. 3, pp. 334-348.
• Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2010), Multivariate data analysis, Upper Saddle River, NJ: Pearson Prentice Hall.
• Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). Primer on partial least square structural equations modeling (PLS-SEM), (2nd Ed.), Sage, Thousand Oaks.
• Hair, J. F., Sarstedt, M., Ringle, C. M., & Gudergan, S. P. (2018). Advanced issues in partial least squares structural equation modeling. Sage publications.
• Harrison-Walker, L. J. (2001). The measurement of word of mouth communication and an investigation of service quality and customer commitment as potential antecedents. Journal of Service Research, 4(1), 60–75.
• He, H., Li, Y., & Harris, L. (2012). Social identity perspective on brand loyalty. Journal of Business Research, 65(5), 648–657.
• He, H., & Li, Y., (2011). CSR and service brand: the mediating effect of brand identification and moderating effect of service Quality. Journal of Business Ethics, 100, 673–688.
• Henseler, J., Ringle, C.M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in varience-based structural equation modelling. Journal of the Academy of Marketing Science, 43:115-135.
• Hollebeek, L.D. (2011). Exploring customer brand engagement: definition and themes. Journal of Strategic Marketing, 19(7): 555-573.
• Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149-165.
• Islam, J. U., Rahman, Z., & Hollebeek, L. D. (2018). Consumer engagement in online brand communities: a solicitation of congruity theory. Internet Research, 28(1), 23-45.
• Kuenzel, S., & Halliday, S. V. (2010). The chain of effects from reputation and brand personality congruence to brand loyalty: the role of brand identification. Journal of Targeting, Measurement and Analysis for Marketing, 18, 167-176.
• Kumar, V., & Kaushik, A. K. (2020). Building consumer–brand relationships through brand experience and brand identification. Journal of Strategic Marketing, 28(1), 39-59.
• Lam, S., Ahearne, M., Hu, Y., & Schillewaert, N. (2010). Resistance to brand switching when a radically new brand is introduced: a social identity theory perspective. Journal of Marketing, Vol. 74 No. 6, pp. 128-146.
• Leckie, C., Nyadzayo, M. W., & Johnson, L. W. (2016). Antecedents of consumer brand engagement and brand loyalty, Journal of Marketing Management, 32(5-6), 558-578.
• Luo, N., Zhang, M., & Liu, W. (2015). The effects of value co-creation practices on building harmonious brand community and achieving brand loyalty on social media in china. Computers in Human Behavior, Vol. 48, pp. 492-499.
• Machado, J. C., Vacas-De-Carvalho, L., Azar, S. L., André, A. R., & Dos Santos, B. P. (2019). Brand gender and consumer-based brand equity on facebook: the mediating role of consumer-brand engagement and brand love. Journal of Business Research, 96, 376-385.
• Matzler, K., Pichler, E. A., & Hemetsberger, A. (2007). Who is spreading the word? The positive influence of extraversion on consumer passion and brand evangelism. Marketing Theory and Applications, 18(1), 25-32.
• Obilo, O. O., Chefor, E., & Saleh, A. (2021). Revisiting the consumer brand engagement concept. Journal of Business Research, 126, 634-643.
• Rather, R. A., Tehseen, S., & Parrey, S. H. (2018). Promoting customer brand engagement and brand loyalty through customer brand identification and value congruity. Spanish Journal of Marketing-ESIC, 22(3), 319-337.
• Sarkar, A. (2011). Romancing with a brand: a conceptual analysis of romantic consumer-brand relationship. Management & Marketing, 6(1), 79.
• Sashi, C.M. (2012). Customer engagement, buyer‐seller relationships, and social media. Management Decision, Vol. 50 Issue: 2, pp.253-272.
• Sauer, N. S., Ratneshwar S., & Sen, S. (2012). Drivers of consumer brand identification. International Journal of Reesrach in Marketing, 29(4), pp.406-418.
• Sprott, D., Czellar, S., & Spangenberg, E. (2009). The importance of a general measure of brand engagement on market behavior: Development and validation of a scale. Journal of Marketing research, 46(1), 92-104.
• Stokburger-Sauer, N., Ratneshwar, S., & Sen, S. (2012). Drivers of consumer–brand identification. International Journal of Research in Marketing, 29(4), 406-418.
• Swimberghe, K. R., Astakhova, M., & Wooldridge, B. R. (2014). A new dualistic approach to brand passion: harmonious and obsessive. Journal of Business Research, 67(12), 2657-2665.
• Tajfel , H., & Turner, J. C. (1985). The social identity theory of intergroup behavior. In: S. Worchel and W.G. Austin (eds.) Psychology of Intergroup Relations. Chicago: Nelson-Hall , pp. 6 – 24.
• Thakur, R. (2018). Customer engagement and online reviews. Journal of Retailing and Consumer Services, 41, 48-59.
• Thomson, M., Macinnis, D. J., & Whan Park, C. (2005). The ties that bind: measuring the strength of consumers’ emotional attachments to brands. Journal of Consumer Psychology, 15(1), 77-91.
• Tuskej, U., & Podnar, K. (2018). Consumers’ identification with corporate brands: brand prestige, anthropomorphism and engagement in social media. Journal of Product and Brand Management, Vol. 27 No. 1, pp. 3-17.
• Tuskej, U., Golob, U., & Podnar, K. (2013). The role of consumer–brand identification in building brand relationships. Journal of Business Research, 66(1), 53-59.
• Vallerand, R.J., Blanchard, C., Mageau, G.A., Koestner, R., Ratelle, C., Léonard, M., & Marsolaıs, J. (2003). Les passions de l’ame: on obsessive and harmonious passion. Journal of Personality and Social Psychology, 85(4), 756–767.
• Van Doorn, J., Lemon, K.N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P.C. (2010). Customer brand engagement behavior: theoretical foundations and research directions, Journal of Service Research, Vol. 13 No. 3, pp. 253-266.
• Vargo, Stephen L. (2009). Towards a transcending conceptualization of a relationship: a service-dominant perspective. Journal of Business and Industrial Marketing, 26 (5/6), 373-379.
• Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Customer engagement: Exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice, 20(2), 122-146.
• Yılmaz, G., ve Yıldız, E. (2022). Müşteri vatandaşlığı davranışlarının marka evangelizm üzerindeki etkileri: kahve sektörüne yönelik bir araştırma. Çağ Üniversitesi Sosyal Bilimler Dergisi, 19(2), 44-60.