TÜKETİCİLERİN DUYGUSAL MARKA DENEYİMİ VE MARKA İLİŞKİSİ ALGILARININ MARKA EVANGELİZMİ ÜZERİNDEKİ ETKİSİ

Yıl 2023, Cilt: 16 Sayı: 2, 473 - 506, 31.05.2023

Mehmet Özer , İrem Buran

Öz

Marka evangelizmi son on yılda tüketici-marka ilişkileri kapsamında ele alınan ve bu ilişkilerin aşırı veya yoğun türleri arasında kabul edilen bir kavramdır. Markaların tüketicilerle ilişki kurma çabası uzun yıllardır araştırılmakta olan bir konudur. Ancak evangelizm davranışı için aynı şeyi söylemek mümkün görünmemektedir. Konuya ilişkin çalışmaların az olmasının yanı sıra, markaların ilişki kurma temelli özellikleri ve tüketicilerin bu yöndeki algılarının evangelizm ve duygusal marka deneyimi üzerindeki etkilerine ilişkin neredeyse hiç çalışma bulunmamaktadır. Bu çalışmada bahsi geçen ilişkiler incelenmiştir. Çevrimiçi yöntemler kullanılarak 300 anket toplanmıştır. Araştırma hipotezlerini test etmek için veri seti yapısal eşitlik modellemesi ile analiz edilmiştir. Sonuçlar, tüm hipotezleri doğrulamaktadır. Buna göre, markaların ilişki odaklı olması ve tüketicilerin ilişki kalitesi algısı, tüketicilerin duygusal marka deneyimi algılarını pozitif yönde etkilemektedir. Duygusal marka deneyimi ise hem marka evangelizmini hem de evangelizmin alt boyutları olan satın alma niyeti, pozitif marka değerlendirmeleri ve rakip markalardan vazgeçirme davranışı eğilimlerini pozitif yönde etkilemektedir.

Anahtar Kelimeler

Tüketici-marka ilişkisi, ilişki odaklılık, ilişki kalitesi, duygusal deneyim, marka evangelizmi, satın alma niyeti, pozitif marka değerlendirmeleri, rakip markalardan vazgeçirme

THE EFFECTS OF EMOTIONAL BRAND EXPERIENCE AND CONSUMERS’ RELATIONSHIP PERCEPTIONS ON BRAND EVANGELISM

Öz

Brand evangelism, which has been examined in the context of consumer-brand relationships in the last decade, is considered one of the extreme and intense types of these relationships. Brands’ attempts to establish a relationship with consumers have been researched for a long time. However, the same is not true for brand evangelism. There is a general lack of research on brand evangelism, and previous studies have not dealt with its relationship with brands’ relationship-based attributes, consumers’ relationship perceptions and emotional brand experience. This study investigates the mentioned network of relationships. We collected 300 questionnaires by online tools. To test the research hypotheses, we analysed the dataset by Structural Equation Modelling. Results affirmed all the hypotheses. Accordingly, brands’ relationship orientation and consumers’ perceptions of relationship quality positively impact emotional brand experience. Also, emotional brand experience positively influences brand evangelism and its sub-dimensions (purchase intention, positive brand referrals, and oppositional brand referrals).

Anahtar Kelimeler

Consumer-brand relationship, relationship orientation, relationship quality, emotional experience, brand evangelism, purchase intention, positive brand referrals, oppositional brand referrals

Kaynakça

• Kaynakça Aaker, D.A. (1996), Resisting temptations to change a brand position/execution: the power of consistency over time, Journal of Brand Management, 3 (4), 251-8.
• Akrout, H., & Nagy, G. (2018). Trust and commitment within a virtual brand community: The mediating role of brand relationship quality. Information & Management, 55(8), 939-955.
• Aladwani, A. M., & Almarzouq, M. (2016). Understanding compulsive social media use: The premise of complementing self-conceptions mismatch with technology. Computers in Human Behavior, 60, 575-581.
• Argan, M., Özgen, C., & Koç, A. F. (2018). Futbol seyircilerinin duyusal deneyimlerinin, etkinlik tatmini üzerindeki etkisi. Pazarlama ve Pazarlama Araştırmaları Dergisi, 11(22), 233-248.
• Aurier, P., & Séré de Lanauze, G. (2012). Impacts of perceived brand relationship orientation on attitudinal loyalty: An application to strong brands in the packaged goods sector. European Journal of Marketing, 46(11/12), 1602-1627.
• Bahia K. & Babay H. (2023) Perceived Brand Relationship Orientation: Conceptual Analysis and Dimensions Identification, Journal of Relationship Marketing, 22:1, 1-28
• Bairrada, C. M., Coelho, F., & Coelho, A. (2018). Antecedents and outcomes of brand love: Utilitarian and symbolic brand qualities. European Journal of Marketing, 52(3/4), 656-682.
• Bapat, D., & Thanigan, J. (2016). Exploring relationship among brand experience dimensions, brand evaluation and brand loyalty. Global Business Review, 17(6), 1357-1372.
• Batra, R., Ahuvia, A., & Bagozzi, R. P. (2012). Brand love. Journal of Marketing, 76(2), 1-16.
• Becerra, E. P. ve Badrinarayanan, V. (2013). The Influence of Brand Trust and Brand Identification on Brand Evangelism. Journal of Product &Brand Management, 22(5), 371-383.
• Berry, L.L., Carbone, L.P. and Haeckel, S.H. (2002), Managing the total customer experience, Sloan Management Review, 43 (3), 85-89.
• 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(3), 52-68.
• Breivik, E., & Thorbjørnsen, H. (2008). Consumer brand relationships: an investigation of two alternative models. Journal of the Academy of Marketing Science, 36(4), 443−472.
• Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105-114.
• Casidy, R., Wymer, W., & O’Cass, A. (2018). Enhancing hotel brand performance through fostering brand relationship orientation in the minds of consumers. Tourism Management, 66 (2018), 72-84.
• 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, 65(2), 81-93.
• Dall’Olmo Riley, F., & De Chernatony, L. (2000). The service brand as relationships builder. British Journal of Management, 11(2), 137-150.
• Ebrahim, R. S. (2020). The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty. Journal of Relationship Marketing, 19(4), 287-308.
• Erdoğan, Z., & Torun, T. (2009). Bir İlişkisel Pazarlama Aracı Olarak Sanal Topluluklar. Pazarlama ve Pazarlama Araştırmaları Dergisi, 2(4), 45-71.
• Esteban-Santos, L., García Medina, I., Carey, L. and Bellido-Pérez, E. (2018), Fashion bloggers: communication tools for the fashion industry, Journal of Fashion Marketing and Management, Vol. 22 No. 3, pp. 420-437.
• Fernandes, T. and Moreira, M. (2019), Consumer brand engagement, satisfaction and brand loyalty: a comparative study between functional and emotional brand relationships, Journal of Product & Brand Management, Vol. 28 No. 2, pp. 274-286.
• Fernandes, T., & Pinto, T. (2019). Relationship quality determinants and outcomes in retail banking services: The role of customer experience. Journal of Retailing and Consumer Services, 50 (2019), 30-41.
• Field, A. (2005). Discovering statistics using SPSS. Second edition. Sage.
• Fierro, J. C., Polo, I. M., & Oliván, F. J. S. (2014). From dissatisfied customers to evangelists of the firm: a study of the Spanish mobile service sector. BRQ Business Research Quarterly, 17(3), 191-204.
• 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), 343-373.
• Giertz, J.N., Hollebeek, L.D., Weiger, W.H. and Hammerschmidt, M. (2022), The invisible leash: when human brands hijack corporate brands’ consumer relationships, Journal of Service Management, Vol. 33 No. 3, pp. 485-495.
• Gobe, M. (2001). Emotional branding: the new paradigm for connecting brands to people. New York: Allworth.
• Goukens, C., Dewitte, S., & Warlop, L. (2009). Me, myself, and my choices: The influence of private self-awareness on choice. Journal of Marketing Research, 46(5), 682–692.
• Ha, H. Y., & Perks, H. (2005). Effects of consumer perceptions of brand experience on the web: Brand familiarity, satisfaction and brand trust. Journal of consumer behaviour: An International Research Review, 4(6), 438-452.
• Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis. Prentice Hall.
• Harrigan, P., Roy, S. K., & Chen, T. (2021). Do value cocreation and engagement drive brand evangelism?. Marketing Intelligence & Planning, 39(3), 345-360.
• Hegner, S.M., Fetscherin, M. and van Delzen, M. (2017), Determinants and outcomes of brand hate, Journal of Product & Brand Management, Vol. 26 No. 1, pp. 13-25. https://doi.org/10.1108/JPBM-01-2016-1070
• Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135.
• Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), 132-140.
• Hsu, L. C. (2019). Investigating the brand evangelism effect of community fans on social networking sites: Perspectives on value congruity. Online Information Review, 43(5), 842-866.
• Huaman-Ramirez, R. and Merunka, D. (2019), Brand experience effects on brand attachment: the role of brand trust, age, and income, European Business Review, Vol. 31 No. 5, pp. 610-645. https://doi.org/10.1108/EBR-02-2017-0039
• Hudson, S., Roth, M. S., Madden, T. J., & Hudson, R. (2015). The effects of social media on emotions, brand relationship quality, and word of mouth: An empirical study of music festival attendees. Tourism management, 47 (2015), 68-76.
• Itani, O. S., Kassar, A. N., & Loureiro, S. M. C. (2019). Value get, value give: The relationships among perceived value, relationship quality, customer engagement, and value consciousness. International Journal of Hospitality Management, 80 (2019), 78-90.
• Jain, K. and Sharma, I. (2019), Negative outcomes of positive brand relationships, Journal of Consumer Marketing, Vol. 36 No. 7, pp. 986-1002. https://doi.org/10.1108/JCM-07-2018-2764
• Japutra, A., Ekinci, Y., & Simkin, L. (2022). Discovering the dark side of brand attachment: Impulsive buying, obsessive-compulsive buying and trash talking. Journal of Business Research, 145 (2022), 442-453.
• Japutra, A., Ekinci, Y., Simkin, L., & Nguyen, B. (2014). The dark side of brand attachment: A conceptual framework of brand attachment’s detrimental outcomes. The Marketing Review, 14(3), 245-264.
• Japutra, A., Roy, S. K., & Pham, T. A. N. (2021). Relating brand anxiety, brand hatred and obsess: Moderating role of age and brand affection. Journal of Retailing and Consumer Services, 60, 102465.
• Jiang, K., Luk, S. T. K., & Cardinali, S. (2018). The role of pre-consumption experience in perceived value of retailer brands: Consumers’ experience from emerging markets. Journal of Business Research, 86 (2018), 374-385.
• Johnson, A. R., Matear, M., & Thomson, M. (2011). A coal in the heart: Self-relevance as a post-exit predictor of consumer anti-brand actions. Journal Of Consumer Research, 38(1), 108-125.
• Jung, L. H., & Soo, K. M. (2012). The effect of brand experience on brand relationship quality. Academy of Marketing Studies Journal, 16(1), 87.
• Kabadayi, E. T., & Alan, A. (2012). Brand trust and brand affect: Their strategic importance on brand loyalty. Journal of Global Strategic Management, 11(6), 81-88.
• Kaur, H., Paruthi, M., Islam, J., & Hollebeek, L. D. (2020). The role of brand community identification and reward on consumer brand engagement and brand loyalty in virtual brand communities. Telematics and Informatics, 46 (2020), 101321.
• Kautish, P. (2010). Empirical study on influence of extraversion on consumer passion and brand evangelism with word-of-mouth communication. Review of Economic and Business Studies (REBS), 3 (2), 187-198.
• Keller, K. L. (2012). Understanding the richness of brand relationships: Research dialogue on brands as intentional agents. Journal of Consumer Psychology, 22(2), 186-190.
• Kerviler, G., & Rodriguez, C. M. (2019). Luxury brand experiences and relationship quality for Millennials: The role of self-expansion. Journal of Business Research, 102 (2019), 250-262.
• Kervyn, N., Fiske, S. T., & Malone, C. (2012). Brands as intentional agents framework: How perceived intentions and ability can map brand perception. Journal of Consumer Psychology, 22(2), 166-176.
• Khamitov, M., Wang, X., & Thomson, M. (2019). How well do consumer-brand relationships drive customer brand loyalty? Generalizations from a meta-analysis of brand relationship elasticities. Journal of Consumer Research, 46(3), 435-459.
• Khan, I. (2022). Do brands’ social media marketing activities matter? A moderation analysis. Journal of Retailing and Consumer Services, 64 (2022), 102794.
• Khan, I., & Fatma, M. (2017). Antecedents and outcomes of brand experience: an empirical study. Journal of Brand Management, 24 (5), 439-452.
• Khan, I., & Rahman, Z. (2015). A review and future directions of brand experience research. International Strategic Management Review, 3(1-2), 1-14.
• Khan, I., Rahman, Z., & Fatma, M. (2016). The role of customer brand engagement and brand experience in online banking. International Journal of Bank Marketing, 34(7), 1025-1041.
• Kim, K., Park, J., & Kim, J. (2014). Consumer–brand relationship quality: When and how it helps brand extensions. Journal of Business Research, 67(4), 591-597.
• Kim, M. S., Shin, D. J., & Koo, D. W. (2018). The influence of perceived service fairness on brand trust, brand experience and brand citizenship behavior. International Journal of Contemporary Hospitality Management, 30(7), 2603-2621.
• Kline, R. B. (2015). Principles and Practice of Structural Equation Modelling. Guilford publications.
• Kumar, V., & Kaushik, A. K. (2020). Building consumer–brand relationships through brand experience and brand identification. Journal of Strategic Marketing, 28(1), 39-59.
• 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.
• Lefever, S., Dal, M., & Matthíasdóttir, Á. (2007). Online data collection in academic research: advantages and limitations. British Journal of Educational Technology, 38(4), 574-582.
• Long‐Tolbert, S. J., & Gammoh, B. S. (2012). In good and bad times: The interpersonal nature of brand love in service relationships. Journal of Services Marketing, 26(6), 391–402
• Mansoor, M., & Paul, J. (2022). Mass prestige, brand happiness and brand evangelism among consumers. Journal of Business Research, 144, 484-496.
• 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.
• McConnell, B. and Huba, J. (2003), Creating Customer Evangelists: How Loyal Customers Become a Volunteer Salesforce, Dearborn, Chicaco, IL.
• Meriç, K. M., & Alpaslan, Yüce (2021). Marka bilgisi ve tüketici-marka ilginliğinin marka evangelizmine etkisinde dışa dönüklük ve deneyime açıklık kişilik özelliklerinin rolü. Pazarlama ve Pazarlama Araştırmaları Dergisi, 14(2), 359-388.
• Molinillo, S., Japutra, A., Nguyen, B., & Chen, C. H. S. (2017). Responsible brands vs active brands? An examination of brand personality on brand awareness, brand trust, and brand loyalty. Marketing Intelligence & Planning, 35(2), 166-179.
• Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.
• Morgan-Thomas, A., & Veloutsou, C. (2013). Beyond technology acceptance: Brand relationships and online brand experience. Journal of Business Research, 66(1), 21-27.
• Morrison, D. G. (1967). Measurement problems in cluster analysis. Management Science, 13(12), B775.
• Morrison, S., & Frederick, G. C. (2007). Building the service brand by creating and managing an emotional brand experience. Journal of Brand Management, 14, 410–421
• Nawas, I., Altarifi, S., & Ghantous, N. (2021). E-retailer cognitive and emotional relationship quality: Their experiential antecedents and differential impact on brand evangelism. International Journal of Retail & Distribution Management, 49(9), 1249–1270.
• Nkoulou Mvondo, G. F., Jing, F., Hussain, K., Jin, S., & Raza, M. A. (2022). Impact of international tourists’ co-creation experience on Brand Trust, brand passion, and brand evangelism. Frontiers in Psychology, 13 (2022), 1326.
• Okazaki, S., Schuberth, F., Tagashira, T., & Andrade, V. (2021). Sneaking the dark side of brand engagement into Instagram: The dual theory of passion. Journal of Business Research, 130, 493-505.
• Palmatier, R. W., Dant, R. P., Grewal, D., & Evans, K. R. (2006). Factors influencing the effectiveness of relationship marketing: A meta-analysis. Journal of Marketing, 70(4), 136-153.
• Panda, T. K., Kumar, A., Jakhar, S., Luthra, S., Garza-Reyes, J. A., Kazancoglu, I., & Nayak, S. S. (2020). Social and environmental sustainability model on consumers’ altruism, green purchase intention, green brand loyalty and evangelism. Journal of Cleaner production, 243 (2020), 118575.
• Pansari, A., & Kumar, V. (2017). Customer engagement: the construct, antecedents, and consequences. Journal of the Academy of Marketing Science, 45 (3), 294-311.
• Park, C. W., MacInnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, 74(6), 1-17.
• Pawle, J., & Cooper, P. (2006). Measuring emotion—Lovemarks, the future beyond brands. Journal of advertising research, 46(1), 38-48.
• Pine, B. J. and Gilmore, J. H. (1998) ‘Welcome to the experience economy’, Harvard Business Review (July–August), 76 (4), 97–105
• Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. The Journal of Applied Psychology, 88(5), 879–903.
• 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, 50 (2019), 50-59.
• Pulh, M., Mencarelli, R., & Chaney, D. (2019). The consequences of the heritage experience in brand museums on the consumer–brand relationship. European Journal of Marketing, 53(10), 2193-2212.
• Purohit, S., Hollebeek, L. D., Das, M., & Sigurdsson, V. (2023). The effect of customers’ brand experience on brand evangelism: The case of luxury hotels. Tourism Management Perspectives, 46 (2023), 101092.
• Puzakova, M., & Kwak, H. (2017). Should anthropomorphized brands engage customers? The impact of social crowding on brand preferences. Journal of Marketing, 81(6), 99-115.
• Roy, S. K., Sharma, A., Bose, S., & Singh, G. (2022). Consumer-brand relationship: A brand hate perspective. Journal of Business Research, 144 (2022), 1293-1304.
• Sashittal, H. C., Jassawalla, A. R., & Sachdeva, R. (2022). The influence of COVID-19 pandemic on consumer–brand relationships: evidence of brand evangelism behaviors. Journal of Brand Management, (2022) 1-16.
• Scarpi, D. (2010), Does size matter? An examination of small and large web-based brand communities, Journal of Interactive Marketing, 24 (1), 14-21.
• Schnebelen, S., & Bruhn, M. (2018). An appraisal framework of the determinants and consequences of brand happiness. Psychology & Marketing, 35(2), 101-119.
• Schultz, D. E. (2004). Building an internal marketing management calculus. Interactive Marketing, 6 (2), 111-129.
• Sharma, P., Sadh, A., Billore, A., & Motiani, M. (2022). Investigating brand community engagement and evangelistic tendencies on social media. Journal of Product & Brand Management, 31(1), 16-28.
• Smit, E., Bronner, F., & Tolboom, M. (2007). Brand relationship quality and its value for personal contact. Journal of Business Research, 60(6), 627-633.
• So, K.K.F., King, C., Sparks, B.A., Wang, Y. and Hall, S. (2015), Enhancing customer relationships with retail service brands: the role of customer engagement, Journal of Service Management, 27 (2), 170-193.
• Stokburger-Sauer, N., Ratneshwar, S., & Sen, S. (2012). Drivers of consumer–brand identification. International Journal of Research in Marketing, 29(4), 406-418.
• Tang, T., Fang, E., & Wang, F. (2014). Is neutral really neutral? the effects of neutral user-generated content on product sales. Journal of Marketing, 78(4), 41–58.
• Thomson, M., Whelan, J., & Johnson, A. R. (2012). Why brands should fear fearful consumers: How attachment style predicts retaliation. Journal of Consumer Psychology, 22(2), 289-298.
• Vargo, S. L., & Lusch, R. F. (2017). Service-dominant logic 2025. International Journal of Research in Marketing, 34(1), 46-67.
• Veloutsou, C. (2007). Identifying the dimensions of the product-brand and consumer relationship. Journal of Marketing Management, 23(1-2), 7-26.
• Verhoef, P. C. (2003). Understanding the effect of customer relationship management efforts on customer retention and customer share development. Journal of Marketing, 67(4), 30-45.
• Wang, X. W., Cao, Y. M., & Park, C. (2019). The relationships among community experience, community commitment, brand attitude, and purchase intention in social media. International Journal of Information Management, 49, 475-488.
• West, S. G., Finch, J. F., & Curran, P. J. (1995). Structural equation models with nonnormal variables: Problems and remedies. In R. A. Hoyle (Ed.), Structural equation modeling: Concepts, issues, and applications (pp. 56–73). Sage
• Zarantonello, L., & Schmitt, B. H. (2013). The impact of event marketing on brand equity: The mediating roles of brand experience and brand attitude. International Journal of Advertising, 32(2), 255-280.