MARKA SEVGİSİNİN KAVRAMSALLAŞTIRILMASI, ÖLÇÜMÜ, NEDENLERİ VE SONUÇLARINA YÖNELİK KRİTİK BİR İNCELEME

Yıl 2023, Cilt: 16 Sayı: 3, 797 - 820, 30.09.2023

Merve Vardarsuyu , Beyza Gültekin

Öz

Tüketicilerin markalarla kurdukları en güçlü ve en karmaşık ilişkilerden biri olduğu ileri sürülen marka sevgisi, ortaya atılmasından itibaren gerek araştırmacılar gerekse marka yöneticileri tarafından oldukça ilgi gören bir kavram olmuştur. Ancak, mevcut literatürde marka sevgisinin kavramsallaştırılması ve ölçeklendirmesine yönelik bir birliğe varılamadığı gözlemlenmiştir. Bu araştırmanın amacı, tüketicilerin markalara karşı duydukları sevginin anlamını irdelemek ve ölçümü konusunda öne sürülen alternatifleri değerlendirmektir. Bu bağlamda marka sevgisine neden olan faktörler ile bu güçlü ve önemli marka ilişkisinin işletmelere faydalarına yönelik bir çerçeve çizilmesi amaçlanmaktadır. Çalışma kısıtlar ve gelecek araştırmalar için önerilerle sonlanmaktadır.

Anahtar Kelimeler

tüketici marka ilişkileri, marka sevgisi, tatmin, tutku

A CRITICAL INVESTIGATION OF CONCEPTUALIZATION, OPERATIONALIZATION, DRIVERS, AND CONSEQUENCES OF BRAND LOVE

Öz

Consumer-brand relationships, one of the most powerful yet complex relationships, have been in the interest of scholars and brand managers. However, it is observed that there is no consensus on the conceptualization and operationalization of brand love. This study aims to evaluate the meaning of love towards brands and examine the alternative measurements for this construct proposed in the extant literature. In this respect, the drivers of brand love, as well as its benefits for brand managers are discussed. The paper is finalized with the limitations and future research directions.

Anahtar Kelimeler

consumer brand relationships, brand love, satisfaction, passion

Kaynakça

• Aaker, D. A. (1991). Managing brand equity. New York: Free Press.
• Acton, V. (1998). The role of branding in health care. Managed Care Quarterly, 6(4), 15-19.
• Ahuvia, A. C. (1993). I love it! Towards a unifying theory of love across diverse love objects. Yayınlanmamış Doktora Tezi. Northwestern Universitesi.
• Ahuvia, A., Rauschnabel, P. A., ve Rindfleisch, A. (2020). Is brand love materialistic?. Journal of Product & Brand Management, 30(3), 467-480.
• Albert, N. ve Merunka, D. (2013). The role of brand love in consumer-brand relationships. Journal of Consumer Marketing, 30(3), 258-266.
• Albert, N., Merunka, D. ve Valette-Florence, P. (2008). When consumers love their brands: Exploring the concept and its dimensions. Journal of Business Research, 61(10), 1062-1075.
• 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.
• Alvarez, C., David, M. E., & George, M. (2023). Types of consumer-brand relationships: A systematic review and future research agenda. Journal of Business Research, 160, 113753.
• Aro, K., Suomi, K., & Saraniemi, S. (2018). Antecedents and consequences of destination brand love—A case study from Finnish Lapland. Tourism Management, 67, 71–81.
• Baena, V. (2016). Online and mobile marketing strategies as drivers of brand love in sports teams: Findings from Real Madrid. International Journal of Sports Marketing and Sponsorship, 17(3), 202–218.
• Bagozzi, R. P., Batra, R. ve Ahuvia, A. C. (2013). Brand love: Development of an operational scale and answers to unaddressed questions. Working paper. University of Michigan, Ann Arbor, MI.
• Bagozzi, R.P., Batra, R. ve Ahuvia, A.C. (2016). Brand love: Development and validation of a practical scale. Marketing Letters, 28(1), 1-14.
• Batra, R., Ahuvia, A. ve Bagozzi, R. P. (2012). Brand love. Journal of Marketing, 76(2), 1-16. Bennett, R. (1996). Relationship formation and governance in consumer markets: Transactional analysis versus the behaviourist approach. Journal of Marketing Management, 12(5), 417-436.
• Bergkvist, L. ve Bech-Larsen, T. (2010). Two studies of consequences and actionable antecedents of brand love. Journal of Brand Management, 17(7), 504-518.
• Blackstone, M. (1993). Beyond brand personality: Building brand relationships. In D. A. Aaker, A. L. Biel, & A. Biel (Eds.), Brand equity & advertising: Advertising's role in building strong brands (pp. 113–124). New York and London: Psychology Press.
• Blackston, M. (1992). Observations: Building brand equity by managing the brand’s relationships. Journal of Advertising Research, 32(3), 79-83.
• Carroll, B. A. ve Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79-89.
• Chaudhuri, A. ve Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. The Journal of Marketing, 81-93.
• Correia Loureiro, S. M. ve Kaufmann, H. R. (2012). Explaining love of wine brands. Journal of Promotion Management, 18(3), 329-343.
• Davvetas, V., Sichtmann, C., ve Diamantopoulos, A. (2015). The impact of perceived brand globalness on consumers' willingness to pay. International Journal of Research in Marketing, 32(4), 431-434.
• Delgado-Ballester, E. ve Munuera-Alemán, J. L. (2005). Does brand trust matter to brand equity?. Journal of Product ve Brand Management, 14(3), 187-196.
• Fetscherin, M. ve Conway‐Dato‐on, M. (2010), Brand Love: Interpersonal Love or Parasocial Love, 6th Thought Leaders International Conference in Brand Management, Lugano Üniversitesi, Lugano, İsviçre, 18‐21 Nisan.
• Fetscherin, M. ve Heinrich, D. (2015). Consumer brand relationships research: A bibliometric citation meta-analysis. Journal of Business Research, 68(2), 380-390.
• Fischer, M., Völckner, F. ve Sattler, H. (2010). How important are brands? A cross-category, cross-country study. Journal of Marketing Research, 47(5), 823-839.
• Fournier, S. (1998). Consumers and their brands: developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343-353.
• Garg, R., Mukherjee, J., Biswas, S., ve 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.
• Gumparthi, V. P., ve Patra, S. (2020). The phenomenon of brand love: A systematic literature review. Journal of Relationship Marketing, 19(2), 93-132.
• Halilovic, D. (2013). Crazy little thing called brand love! Exploring the influence of brand love on brand equity. Yayınlanmamış yüksek lisans tezi, Twente Üniversitesi.
• Mediacat, (2022). Türkiye’nin Lovemark’ları. https://mediacat.com/mediacat-lovemarks-2022-tum-liste/
• Hwang, J., ve Kandampully, J. (2012). The role of emotional aspects in younger consumer brand relationships. Journal of Product and Brand Management, 21(2), 98–108.
• Ji, M. F. (202). The brand relational schema: A cognitive approach to consumer – brand relationships. Yayınlanmamış Doktora Tezi, Teksas A&M Üniversitesi.
• Johnson, A.R., Matear, M. and Thomson, M. (2011). A coal in the heart: elf-relevance as a post-exit predictor of consumer anti-Brand actions. Journal of Consumer Research, 38(1), 108-125.
• Joshi, R., ve Garg, P. (2021). Role of brand experience in shaping brand love. International Journal of Consumer Studies, 45(2), 259-272.
• Kamat, V. ve Parulekar, A. A. (2007). Brand love—The precursor to loyalty. Advertising and Consumer Psychology: New Frontiers in Branding; Attitudes, Attachments, Relationships, 94-95.
• Kaufmann, H.R., Loureiro, S.M.C. ve Manarioti, A. (2016). Exploring behavioural branding, brand love and brand cocreation. Journal of Product & Brand Management, 25(6), 516-526.
• Keh, H. T., Pang, J. ve Peng, S. (2007). Understanding and measuring brand love. Advertising and Consumer Psychology: New Frontiers in Branding; Attitudes, Attachments, Relationships, 84-88.
• Khamitov, M., Wang, X. ve 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.
• Lau, G. T. ve Lee, S. H. (1999). Consumers' trust in a brand and the link to brand loyalty. Journal of Market-Focused Management, 4(4), 341-370.
• Levy S. J. (1959). Symbols for sale. Harvard Business Review, 37(4), 117–124.
• Liapati, G., Assiouras, I., ve Decaudin, J. M. (2015). The role of fashion involvement, brand love and hedonic consumption tendency in fashion impulse purchasing. Journal of Global Fashion Marketing, 6(4), 251–264.
• Loureiro, S., Gorgus, T. ve Kaufmann, H. (2017), “Antecedents and outcomes of online brand engagement: the role of brand love on enhancing electronic word-ofmouth”, Online Information Review, Vol. 41 No. 7, pp. 985-1005.
• 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.
• Nguyen, B., Melewar, T. C. ve Chen, J. (2013). A framework of brand likeability: An exploratory study of likeability in firm-level brands. Journal of Strategic Marketing, 21(4), 368-390.
• Pang, J., Keh, H. T. ve Peng, S. (2009). Effects of advertising strategy on consumer-brand relationships: A brand love perspective. Frontiers of Business Research in China, 3(4), 599-620.
• Patwardhan, H. ve Balasubramanian, S. K. (2011). Brand romance: A complementary approach to explain emotional attachment toward brands. Journal of Product ve Brand Management, 20(4), 297-308.
• Rossiter, J. R. (2012). A new C-OAR-SE-based content-valid and predictively valid measure that distinguishes brand love from brand liking. Marketing Letters, 23(3), 905-916.
• Rauschnabel, P. A., Krey, N., Babin, B. J., ve Ivens, B. S. (2016). Brand management in higher education: The university brand personality scale. Journal of Business Research, 69(8), 3077–3086.
• Roberts, K. (2005). Lovemarks: The Future Beyond Brands (Expanded Edition). New York: PowerHouse Books.
• Rodrigues, P., Brand~ao, A., ve Rodrigues, C. (2018). The importance of self in brand love in consumer-luxury brand relationships. Journal of Customer Behaviour, 18(3), 189–210.
• Sarkar, A., Sarkar, J. G., ve Rao, K. V. G. (2016). How to develop emotional attachment amongst patients towards hospitals? A qualitative investigation in the context of emerging Indian market. Journal of Asia Business Studies, 10(3), 213–229.
• Shimp, T. A. ve 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.
• Shuv-Ami, A. (2012). The impact of love and quality on brand satisfaction and intentions. ANZMAC 2011 Annual Conference.
• Siew, S. W., Minor, M. S., ve Felix, R. (2018). The influence of perceived strength of brand origin on willingness to pay more for luxury goods. Journal of Brand Management, 25(6), 591–605.
• Sohaib, M., Mlynarski, J., ve Wu, R. (2022). Building brand equity: The impact of brand experience, brand love, and brand engagement—a case study of customers’ perception of the Apple brand in China. Sustainability, 15(1), 746.
• Sternberg, R. J. (1986). A triangular theory of love. Psychological Review, 93(2), 119.
• Stone, M., Woodcock, N. ve Wilson, M. (1996). Managing the change from marketing planning to customer relationship management. Long Range Planning, 29(5), 675-683
• Thomson, M., MacInnis, D. J. ve 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.
• Traylor, M. B. (1981). Product involvement and brand commitment. Journal of Advertisingr Research, 21(6), 51–56.
• Tsai, S. (2011). Strategic relationship management and service brand marketing. European Journal of Marketing, 45(7/8), 1194–1213.
• Türk Dil Kurumu (2023). Güncel Türkçe Sözlük. 15 Ağustos 2023, https://sozluk.gov.tr/
• Voorn, R. (2013). What’s this thing called Love? Exploring the relationship between brand love, personality, and the propensity to anthropomorphize. Yayınlanmamış Yüksek Lisans Tezi, Twente Üniversitesi, Hollanda.
• Vernuccio, M., Pagani, M., Barbarossa, C., & Pastore, A. (2015). Antecedents of brand love in online network-based communities. A social identity perspective. Journal of Product and Brand Management, 24(7), 706–719.
• Wallace, E., Buil, I., ve de Chernatony, L. (2014). Consumer engagement with self-expressive brands: brand love and WOM outcomes. Journal of Product & Brand Management, 23(1), 33-42.
• Whang, Y. O., Allen, J., Sahoury, N. ve Zhang, H. (2004). Falling in love with a product: the structure of a romantic consumer-product relationship. Advances in Consumer Research, 31(1), 320-327.
• Yasin, M. ve Shamim, A. (2013). Brand love: Mediating role in purchase intentions and word-of-mouth. Journal of Business and Management, 7(2), 101-109.
• Yoon, C., Gutchess, A. H., Feinberg, F. ve Polk, T. A. (2006). A functional magnetic resonance imaging study of neural dissociations between brand and person judgments. Journal of Consumer Research, 33(1), 31-40.
• Zboja, J. J. ve Voorhees, C. M. (2006). The impact of brand trust and satisfaction on retailer repurchase intentions. Journal of Services Marketing, 20(6), 381-390.