Araştırma Makalesi
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Consumers' Perceptions of Brand Equity and The Relationship of Brand Love and Its Effect on Social Media Behaviors

Yıl 2023, Cilt: 11 Sayı: 36, 172 - 195, 20.09.2023
https://doi.org/10.33692/avrasyad.1271604

Öz

In this study, in terms of each dimension of consumers' perception of brand equity; (brand awareness, brand associations, perceived quality and brand loyalty) to determine the effect of brand love on brand love, to determine the effect of brand love on brand equity, and to determine the effect of brand value perceptions and brand love on consumers' behavior in social media. The study was carried out with the participation of 614 participants. Brand equity model and brand love scale were used in the survey prepared in the study. In the study, the participants were asked to choose one of the "most loved brands" list prepared by the pilot study before, and they were asked to answer the answers according to that brand. Data were collected from the participants through an online questionnaire, and the collected data were analyzed with the help of the SPSS package program. According to the results of the research, brand equity affects consumers' brand love both in general and in terms of each dimension. In addition, brand love affects consumers' perceptions of brand valuation. In addition, perceptions of brand value and brand love affect consumers' brand-related behaviors on social media platforms.

Kaynakça

  • Aaker, D., 1991. Managing brand equity, The Free Press. Albert, N., Merunka, D. 2013. “The Role of Brand Love in Consumer-Brand Relationships”. Journal of Consumer Marketing, 30(3), 258-266. Albert, N., Merunka, D., & Valette-Florence, P. 2008. “When consumers love their brands: Exploring the concept and its dimensions”. Journal of Business Research, 61, 1062-1075. Algharabat, R. 2017. “Linking Social Media Marketing Activities with Brand Love: The Mediating Role of Self-Expressive Brands”. Kybernetes, 46(10),1801-1819 Altındal, M. 2013. “Dijital pazarlamada marka yönetimi ve sosyal medyanın etkileri”. Akademik Bilişim Konferansı, Akdeniz Üniversitesi, 23, 25.
  • Aşkın, N., ve Ipek, I. 2016. “Marka Aşkının Marka Deneyimi ile Marka Sadakati Arasindaki İlişkiye Aracılık Etkisi”. Ege Akademik Bakış, 16(1), 79.
  • Ateş, S. & Karaduman, İ. 2019. “Markanın Sosyal Medyadaki Takipçi Sayısı Ve İçerik Miktarının Marka Değerine Etkisi”. Stratejik ve Sosyal Araştırmalar Dergisi, 3(1), 163-179. Bagozzi, R. Ve Philips, L. 1991. “Assessing Construct Validity in Organisational Research Administrative Science Quarterly”. 36 (3): 421-458.
  • Batra, R., Ahuvia, A., and Bagozzi, R.P. 2012. “Brand love”. Journal of Marketing, 76, 1-16. Buil, I., Martínez, E., & De Chernatony, L. 2013. “The influence of brand equity on consumer responses”. Journal of consumer marketing. Carroll, B. A., Ahuvia, A. C. 2006. “Some Antecedents and Outcomes of brand love”. Market Letter, 17(2), 79-89.
  • Charanah, J., & Njuguna, R. K. 2015. “The effects of promotional mix tools on brand equity among hospitals in Nairobi County”. International Journal of Sales, Retailing and Marketing, 4(6), 45-51. Erdil, T. S., & Uzun, Y. 2009. Marka olmak. Beta Basım Yayım Dağıtım. Fournier, S., & Alvarez, C. 2012. “Brands as relationship partners: Warmth, competence, and in-between”. Journal of consumer psychology, 22(2), 177-185.
  • Franzen, G. 2002, Reklamların marka değerine etkisi, (Çev. Fevzi Yalım), Kapital Halilovic, D. 2013. “Crazy little thing called brand love! Exploring the influence of brand love on brand equity” Master's thesis, University of Twente.
  • Hamşıoğlu, A. B., & Nalcı, M. M. 2021. “Sosyal Medya Pazarlamasının Marka Değeri, Marka Güveni ve Marka Bağlılığı Üzerindeki Etkisinin Belirlenmesi: Bir Araştırma”. İşletme Araştırmaları Dergisi, 13(4), 3076-3089. Huang, C. 2017. “The Impacts of Brand Experiences on Brand Loyalty: Mediators of Brand Love and Trust”. Management Decision, 55(5), 915- 934.
  • Huang, R., & Sarigöllü, E. 2012. “How brand awareness relates to market outcome, brand equity, and the marketing mix”. Journal of Business Research, 65(1), 92-99. Hwang, J., & Kandampully, J. 2012. “The role of emotional aspects in younger consumer‐brand relationships”. Journal of Product & Brand Management. George, D., & Mallery, P. 2010. step: A simple guide SPSS for Windows step by and reference, 14.0 update. (No Title).
  • Kang, A. 2015. “Brand Love-Moving Beyond Loyalty An Empirical Investigation of Perceived Brand Love of Indian Consumer”. Arab Economics And Business Journal, 10, 90-101. Keller, K. L. 1993. “Conceptualizing, measuring, and managing customer-based brand equity”. Journal of marketing, 57(1), 1-22.
  • Keller, K. L. 2003. Strategic brand management: Building, measuring, and managing brand equity. Prentice Hall.
  • Kotler, P. 1997. Marketing management, analysis, planning, ımplementation, and control, , Prentice-Hall. Kotler, P., Pfoertsch, W., & Michi, I. 2006. B2B Brand management (Vol. 357). Berlin: Springer. Langner, T., Bruns, D., Fıscher, A. Ve Rossıter, J. R. 2014. “Falling in Love With Brands: A Dynamic Analysis of the Trajectories of Brand Love” Marketing Letters, 1-12.
  • Lau, G. T., & Lee, S. H. 1999. “Consumers' trust in a brand and the link to brand loyalty”. Journal of Market-Focused Management, 4(4), 341-370. Laurent, G., Kapferer, J. N., & Roussel, F. 1995. “The underlying structure of brand awareness scores”. Marketing Science, 14(3_supplement), G170-G179. Lin, C.H, & Kao, D.T., 2004. “The impacts of country of origin on brand equity”, The Journal of American Academy of Business, 5 (1/2).
  • Low, G. S., & Lamb, C. W. 2000, “The measurement and dimensionality of brand associations”. Journal of Product & Brand Management, 9 (6). Odin, Y., Odin, N., and Valetta- Florence, P. 2001. “Conceptual and Operational aspect of brand equity” An empirical investigation. Journal of business research, 53 (2), 75-84. Pappu, R. P., Quester G., & Cooksey, R.W. 2005. “Consumer based brand equity: Improving the measurement-empirical evidence”, Journal of Product & Brand Management, 14(3), 143–154. Park, C.W., Deborah J. M., Priester, J., Eisingerich, & A.B., Lacobucci, D. 2010. “Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers”. Journal of Marketing, 74.6, pp1-17.
  • Phau, I., Lau, K. C. 2000. “Brand Personality and Consumer Self-Expression: Single or Dual Carriageway?”. Brand Management, 8(6), 428-444.
  • Reimann, M., Castaño, R., Zaichkowsky, J., and Bechara, A. 2012. “How we relate to brands: Psychological and neurophysiological insights into consumer–brand relationships”. Journal of Consumer Psychology, 22, 128–142.
  • Sarkar, A., Pradhan, S. 2016. “Examining the Roles Played by a Store Satisfaction-Love Framework in Shaping the Influence of Store Loyalty Programs”. Management Research Review, 39(8), 879-898. Sekaran, U. and Bougie, R. 2016. Research Methods for Business: A Skill Building Approach. (Seventh Edition). West Sussex, John Wiley & Sons. Seo, E.-J., and Park, J.-W. 2018. “A study on the effects of social media marketing activities on brand equity and customer response in the airline industry”. Journal of Air Transport Management, 66, 36–41 Shiferaw, E. 2015. “The impact of brand equity on brand preference of pharmaceutical products: The case of private health sector”, (Doctoral dissertation), St. Mary's University. Unal, S., Aydın, H. 2013. “An Investigation on the Evaluation of the Factors Affecting Brand Love”. Procedia-Social and Behavioral Sciences, 92(2013), 76-85.
  • Uzunkaya, T., ve Yükselen, C. 2020. “Lüks Giyim Markalarında Sosyal Medya İlgilenimi, Marka Değeri Ve Marka Tercihi İlişkisi Üzerine Bir Araştırma”. Öneri Dergisi, 15(53), 276-304. Van den Bosch, A. L., De Jong, M. D., & Elving, W. J. 2005. “How corporate visual identity supports reputation”. Corporate Communications: An International Journal, 10(2), 108-116. Vries, L., Peluso, A. M., Romani, S., Leeflang, P. S. H., Marcati, A. 2017. “Explaining Consumer Brand-Related Activities on Social Media: An Investigation of the Different Roles of Self-Expression and Socializing Motivations”. Computers in Human Behavior, 75, 1-29. Yoo, B., & Donthu, N. 2001. “Developing and validating a multidimensional consumer-based brand equity scale”. Journal of business research, 52(1), 1-14. Yoo, B., Donthu, N., & Lee, S. 2000. “An examination of selected marketing mix elements and brand equity”. Journal of the academy of marketing science, 28(2), 195-211.

Tüketicilerin Marka Değeri Algılamaları ile Marka Aşkı İlişkisi ve Bunların Sosyal Medya Davranışlarına Etkisi

Yıl 2023, Cilt: 11 Sayı: 36, 172 - 195, 20.09.2023
https://doi.org/10.33692/avrasyad.1271604

Öz

Bu çalışma tüketicilerin marka değeri algılamalarının Aaker’ın (1991) belirlemiş olduğu boyutlara göre; marka farkındalığı, marka çağrışımları, algılanan kalite ve marka sadakati üzerinden her birinin marka aşkı üzerindeki etkisini belirlemek, marka aşkının marka değeri üzerindeki etkisini belirlemek ve marka değeri algılamaları ile marka aşkının tüketicilerin sosyal medyadaki davranışları üzerindeki etkisini belirlemek amacıyla yapılmıştır. Çalışma 614 katılımcının katılımıyla gerçekleşmiştir. Çalışmada hazırlanan ankette Aaker’ın (1991) marka değerleme modeli ve Carroll ve Ahuvia, (2006) Marka Aşkı ölçeği kullanılmış olup bu ölçekler 5’li likert soru tipi ile katılımcılara sorulmuştur. Çalışmada katılımcılarda daha öncesinde pilot çalışma ile hazırlanan “en sevilen marka” listesinden birisini seçmeleri istenmiş, yanıtları o markaya göre yanıtlamaları istenmiştir. Katılımcılardan çevrimiçi anket yolu ile veriler toplanmış olup, toplanan veriler SPSS paket programı yardımı ile analiz edilmiştir. Araştırma sonucuna göre, marka değeri hem genel olarak hem de her bir boyut açısından tüketicilerin marka aşkını etkilemektedir. Ayrıca marka aşkı tüketicilerin marka değerleme algılarını etkilemektedir. Bununla birlikte marka değeri algılamaları ve marka aşkı tüketicilerin sosyal medya platformlarında markaya ilişkin davranışlarını etkilemektedir.

Kaynakça

  • Aaker, D., 1991. Managing brand equity, The Free Press. Albert, N., Merunka, D. 2013. “The Role of Brand Love in Consumer-Brand Relationships”. Journal of Consumer Marketing, 30(3), 258-266. Albert, N., Merunka, D., & Valette-Florence, P. 2008. “When consumers love their brands: Exploring the concept and its dimensions”. Journal of Business Research, 61, 1062-1075. Algharabat, R. 2017. “Linking Social Media Marketing Activities with Brand Love: The Mediating Role of Self-Expressive Brands”. Kybernetes, 46(10),1801-1819 Altındal, M. 2013. “Dijital pazarlamada marka yönetimi ve sosyal medyanın etkileri”. Akademik Bilişim Konferansı, Akdeniz Üniversitesi, 23, 25.
  • Aşkın, N., ve Ipek, I. 2016. “Marka Aşkının Marka Deneyimi ile Marka Sadakati Arasindaki İlişkiye Aracılık Etkisi”. Ege Akademik Bakış, 16(1), 79.
  • Ateş, S. & Karaduman, İ. 2019. “Markanın Sosyal Medyadaki Takipçi Sayısı Ve İçerik Miktarının Marka Değerine Etkisi”. Stratejik ve Sosyal Araştırmalar Dergisi, 3(1), 163-179. Bagozzi, R. Ve Philips, L. 1991. “Assessing Construct Validity in Organisational Research Administrative Science Quarterly”. 36 (3): 421-458.
  • Batra, R., Ahuvia, A., and Bagozzi, R.P. 2012. “Brand love”. Journal of Marketing, 76, 1-16. Buil, I., Martínez, E., & De Chernatony, L. 2013. “The influence of brand equity on consumer responses”. Journal of consumer marketing. Carroll, B. A., Ahuvia, A. C. 2006. “Some Antecedents and Outcomes of brand love”. Market Letter, 17(2), 79-89.
  • Charanah, J., & Njuguna, R. K. 2015. “The effects of promotional mix tools on brand equity among hospitals in Nairobi County”. International Journal of Sales, Retailing and Marketing, 4(6), 45-51. Erdil, T. S., & Uzun, Y. 2009. Marka olmak. Beta Basım Yayım Dağıtım. Fournier, S., & Alvarez, C. 2012. “Brands as relationship partners: Warmth, competence, and in-between”. Journal of consumer psychology, 22(2), 177-185.
  • Franzen, G. 2002, Reklamların marka değerine etkisi, (Çev. Fevzi Yalım), Kapital Halilovic, D. 2013. “Crazy little thing called brand love! Exploring the influence of brand love on brand equity” Master's thesis, University of Twente.
  • Hamşıoğlu, A. B., & Nalcı, M. M. 2021. “Sosyal Medya Pazarlamasının Marka Değeri, Marka Güveni ve Marka Bağlılığı Üzerindeki Etkisinin Belirlenmesi: Bir Araştırma”. İşletme Araştırmaları Dergisi, 13(4), 3076-3089. Huang, C. 2017. “The Impacts of Brand Experiences on Brand Loyalty: Mediators of Brand Love and Trust”. Management Decision, 55(5), 915- 934.
  • Huang, R., & Sarigöllü, E. 2012. “How brand awareness relates to market outcome, brand equity, and the marketing mix”. Journal of Business Research, 65(1), 92-99. Hwang, J., & Kandampully, J. 2012. “The role of emotional aspects in younger consumer‐brand relationships”. Journal of Product & Brand Management. George, D., & Mallery, P. 2010. step: A simple guide SPSS for Windows step by and reference, 14.0 update. (No Title).
  • Kang, A. 2015. “Brand Love-Moving Beyond Loyalty An Empirical Investigation of Perceived Brand Love of Indian Consumer”. Arab Economics And Business Journal, 10, 90-101. Keller, K. L. 1993. “Conceptualizing, measuring, and managing customer-based brand equity”. Journal of marketing, 57(1), 1-22.
  • Keller, K. L. 2003. Strategic brand management: Building, measuring, and managing brand equity. Prentice Hall.
  • Kotler, P. 1997. Marketing management, analysis, planning, ımplementation, and control, , Prentice-Hall. Kotler, P., Pfoertsch, W., & Michi, I. 2006. B2B Brand management (Vol. 357). Berlin: Springer. Langner, T., Bruns, D., Fıscher, A. Ve Rossıter, J. R. 2014. “Falling in Love With Brands: A Dynamic Analysis of the Trajectories of Brand Love” Marketing Letters, 1-12.
  • Lau, G. T., & Lee, S. H. 1999. “Consumers' trust in a brand and the link to brand loyalty”. Journal of Market-Focused Management, 4(4), 341-370. Laurent, G., Kapferer, J. N., & Roussel, F. 1995. “The underlying structure of brand awareness scores”. Marketing Science, 14(3_supplement), G170-G179. Lin, C.H, & Kao, D.T., 2004. “The impacts of country of origin on brand equity”, The Journal of American Academy of Business, 5 (1/2).
  • Low, G. S., & Lamb, C. W. 2000, “The measurement and dimensionality of brand associations”. Journal of Product & Brand Management, 9 (6). Odin, Y., Odin, N., and Valetta- Florence, P. 2001. “Conceptual and Operational aspect of brand equity” An empirical investigation. Journal of business research, 53 (2), 75-84. Pappu, R. P., Quester G., & Cooksey, R.W. 2005. “Consumer based brand equity: Improving the measurement-empirical evidence”, Journal of Product & Brand Management, 14(3), 143–154. Park, C.W., Deborah J. M., Priester, J., Eisingerich, & A.B., Lacobucci, D. 2010. “Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers”. Journal of Marketing, 74.6, pp1-17.
  • Phau, I., Lau, K. C. 2000. “Brand Personality and Consumer Self-Expression: Single or Dual Carriageway?”. Brand Management, 8(6), 428-444.
  • Reimann, M., Castaño, R., Zaichkowsky, J., and Bechara, A. 2012. “How we relate to brands: Psychological and neurophysiological insights into consumer–brand relationships”. Journal of Consumer Psychology, 22, 128–142.
  • Sarkar, A., Pradhan, S. 2016. “Examining the Roles Played by a Store Satisfaction-Love Framework in Shaping the Influence of Store Loyalty Programs”. Management Research Review, 39(8), 879-898. Sekaran, U. and Bougie, R. 2016. Research Methods for Business: A Skill Building Approach. (Seventh Edition). West Sussex, John Wiley & Sons. Seo, E.-J., and Park, J.-W. 2018. “A study on the effects of social media marketing activities on brand equity and customer response in the airline industry”. Journal of Air Transport Management, 66, 36–41 Shiferaw, E. 2015. “The impact of brand equity on brand preference of pharmaceutical products: The case of private health sector”, (Doctoral dissertation), St. Mary's University. Unal, S., Aydın, H. 2013. “An Investigation on the Evaluation of the Factors Affecting Brand Love”. Procedia-Social and Behavioral Sciences, 92(2013), 76-85.
  • Uzunkaya, T., ve Yükselen, C. 2020. “Lüks Giyim Markalarında Sosyal Medya İlgilenimi, Marka Değeri Ve Marka Tercihi İlişkisi Üzerine Bir Araştırma”. Öneri Dergisi, 15(53), 276-304. Van den Bosch, A. L., De Jong, M. D., & Elving, W. J. 2005. “How corporate visual identity supports reputation”. Corporate Communications: An International Journal, 10(2), 108-116. Vries, L., Peluso, A. M., Romani, S., Leeflang, P. S. H., Marcati, A. 2017. “Explaining Consumer Brand-Related Activities on Social Media: An Investigation of the Different Roles of Self-Expression and Socializing Motivations”. Computers in Human Behavior, 75, 1-29. Yoo, B., & Donthu, N. 2001. “Developing and validating a multidimensional consumer-based brand equity scale”. Journal of business research, 52(1), 1-14. Yoo, B., Donthu, N., & Lee, S. 2000. “An examination of selected marketing mix elements and brand equity”. Journal of the academy of marketing science, 28(2), 195-211.
Toplam 17 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İktisat Sosyolojisi
Bölüm Makaleler
Yazarlar

Özlem Çatlı 0000-0002-2582-2348

Aybüke Yalçın 0000-0003-2414-0713

Erken Görünüm Tarihi 13 Eylül 2023
Yayımlanma Tarihi 20 Eylül 2023
Gönderilme Tarihi 27 Mart 2023
Yayımlandığı Sayı Yıl 2023 Cilt: 11 Sayı: 36

Kaynak Göster

APA Çatlı, Ö., & Yalçın, A. (2023). Tüketicilerin Marka Değeri Algılamaları ile Marka Aşkı İlişkisi ve Bunların Sosyal Medya Davranışlarına Etkisi. Avrasya Uluslararası Araştırmalar Dergisi, 11(36), 172-195. https://doi.org/10.33692/avrasyad.1271604

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