Araştırma Makalesi
BibTex RIS Kaynak Göster

THE EFFECT OF BRAND EXPERIENCE ON REPURCHASE INTENTION

Yıl 2020, Sayı: 11, 1 - 27, 31.10.2020

Canan Yılmaz Uz Hanifi Murat Mutlu

Öz

In an area where consumer preferences are constantly changing, consumer retention strategies of brands are changing and diverse. Make consumer re-purchases a preferred product is a process closely related to creating brand loyalty. However, creating brand loyalty can be achieved by combining multiple components. In this respect, the way the quality is perceived and the importance of the experience that brands provide to their consumers with the purchase is remarkable. It is important to know whether the consumer, who started to use brands as a means of expressing himself, has developed a sense of loyalty towards the brands he identifies with, and the effect of this loyalty on purchasing. In this study, it has been investigated whether the perception of quality and consumer-brand identification has an impact on brand experience, and the effect of perceived quality, consumer-brand identification and brand experience on brand loyalty and it has been tried to investigate whether the brand experience and brand loyalty have an effect on the intention to repurchase. These factors have positive effects on each other, brand experience is affected by perceived quality and consumer-brand identification and it has been demonstrated that perceived quality, consumer-brand identification and brand experience create brand loyalty and brand loyalty and brand experience create intention to repurchase.

Anahtar Kelimeler

Brand Experience Brand identification Brand loyalty Repurchase intention

Kaynakça

  • Ahearne, M., Bhattacharya, C. B., & Gruen, T. (2005). Antecedents and consequences of customer-company identification: Expanding the role of relationship marketing. Journal of applied psychology, 90(3), 574.
  • Albert, N., Merunka, D., & Valette-Florence, P. (2013). “Brand passion: Antecedents and consequences.” Journal of Business Research, 66(7), 904–909.
  • Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005). The social influence of brand community: Evidence from European car clubs. Journal of Marketing, 69(3), 19-34.
  • Allameh, S.M., Pool, J.K., Jaberi, A., Salehzadeh, R. Ve Asadi, H. (2015). Factors influencing sport tourists’ revisit intentions: The role and effect of destination image, perceived quality, perceived value and satisfaction”, Asia Pacific Journal of Marketing and Logistics, 27 (2), 191-207.
  • Ariffin, S., Yusof, J. M., Putit, L., & Shah, M. I. A. (2016). Factors influencing perceived quality and repurchase intention towards green products. Procedia Economics and Finance, 37(16), 391-396.
  • Baker, J., Parasuraman, A., Grewal, D., & Voss, G. B. (2002). The influence of multiple store environment cues on perceived merchandise value and patronage intentions. Journal of Marketing, 66(2), 120-141.
  • Ballester-Delgado, E., & Aleman-Munuera, J. (2001). Brand Trust in the context of consumer loyalty. European Journal of Marketing, 35(11/12), 1238-1258.
  • Belk WR. (1988). “Possessions and the extended self”. Journal of Consumer Research, (15), 139–66.
  • Bhattacharya, C. B., and Sen, S. (2003). “Consumer-company identification: a framework for understanding consumers’ relationships with companies”. Journal of Marketing, 67(2), 76–88.
  • Bhattacharya, C.B., Rao, H., Glynn, M.A. (1995). “Understanding the bond of identification: an investigation of its correlates among art museum members”, The Journal of Marketing, 59, (4), 46–57.
  • Bitner, M.J. and Hubbert, A.R. (1994), “Encounter satisfaction versus overall satisfaction versus quality”, in Rust, R.T. and Oliver, R.L. (eds), Service Quality: New Directions in Theory and Practice, Sage Publications, Thousand Oaks, CA, 72-94.
  • 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.
  • Casaló LV, Flavian C, Guinaliu M. (2008). “The role of satisfaction and website usability in developing customer loyalty and positive word-of-mouth in the e-banking services”. The International Journal of Bank Marketing, 26, 399–417.
  • Chaudhuri Arjun, Holbrook B.Moris, (2001), "The Chain of Effects From Brand Trust and Brand Affects to Brand Performance: The Role of Brand Loyalty", Journal of Marketing, 65, 81-93.
  • Chen, C.F., and Chen, F.S. (2010). “Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists”, Tourism Management, 31(1), 29-35.
  • Chin, W. W. (1998). The partial least squares approach to structural equation modeling. Modern methods for business research, 295(2), 295-336.
  • Chinomona, R. (2016). “Brand communication, brand image and brand trust as antecedents of brand loyalty in Gauteng Province of South Africa”. African Journal of Economic and Management Studies
  • Chiu, W., & Won, D. (2016). Consumer-brand relationships in sports products and repurchase intention. International Journal of Sports Marketing and Sponsorship.
  • Cohen, J. (1988), Statistical Power Analysis for the Behavioral Sciences, Lawrence Erlbaum, Mahwah, NJ.
  • Coulter, R. A., Price, L. L., & Feick, L. (2003). Rethinking the origins of involvement and brand commitment: Insights from postsocialist central Europe. Journal of consumer research, 30(2), 151-169.
  • Davvetas, V. ve Diamantopoulos, A. (2017). “Regretting your brand-self?” The moderating role of consumer-brand identification on consumer responses to purchase regret”, Journal of Business Research, 80, 218-227.
  • Del Rio, AB, Vazquez R, Iglesias V. (2001). The effects of brand associations on consumer response. Marketing Science, 25, 740–59.
  • Ding, C.G ve Tseng, T.H. (2015). “On the relationships among brand experience, hedonic emotions, and brand equity, European Journal of Marketing, 49 (7/8): 994-1015.
  • Douglas M. ve Isherwood B. (2005). The world of goods: towards anthropology of consumption. London: Routledge. Ekstrom KM, Brembeck H. (2004). Elusive consumption. Oxford: Berg.
  • Elbedweihy, A. M., Jayawardhena, C., Elsharnouby, M. H., & Elsharnouby, T. H. (2016). Customer relationship building: The role of brand attractiveness and consumer–brand identification. Journal of Business Research, 69(8), 2901–2910.
  • Erdoğmuş, İ., & Büdeyri‐Turan, I. (2012). The role of personality congruence, perceived quality and prestige on ready to wear brand loyalty. Journal of Fashion Marketing and Management: An International Journal.
  • Fournier S. (1998). Consumers and their brands: developing relationship theory in consumer research. Journal of Consumer Research, 24, 343–73.
  • Fung So, K.K., King, C., Hudson, S. ve Meng, F. (2017). “The missing link in building customer brand identification: The role of brand attractiveness” Tourism Management, 59, 640- 651.
  • Fungai, M. (2017). Factors influencing customer repurchase intention in the fast food industry: a case study of Innscor-Mutare, Zimbabwe. Business & Social Sciences Journal, 2(1), 113-133.
  • Gentile , C . , Spiller , N . and Noci , G . ( 2007 ) How to sustain the customer experience: An overview of experience components that co-create value with the customer. European Management Journal 25 (5) : 395 – 410.
  • Gotlieb, J. B., Grewal, D., & Brown, S. W. (1994). Consumer satisfaction and perceived quality: complementary or divergent constructs?. Journal of applied psychology, 79(6), 875.
  • Hair J. F, Sarstedt, M., Hopkins, L., & G. Kuppelwieser, V. (2014). Partial least squares structural equation modeling (PLS-SEM) An emerging tool in business research. European Business Review, 26(2), 106-121.
  • He, H., Li, Y., & Harris, L. (2012). Social identity perspective on brand loyalty. Journal of Business Research, 65(5), 648-657.
  • Hemsley-Brown, J. and Alnawas, I. (2016), “Service quality and brand loyalty: the mediation effect of brand passion, brand affection and self-brand connection”, International Journal of Contemporary Hospitality Management, 28(12), 2771-2794.
  • Holbrook, M.B. and Hirschman, E.C. (1982). “The experiential aspects of consumption: consumer fantasies, feelings, and fun”, Journal of Consumer Research, 9(2), 132-139.
  • Huang, C.C. (2017). “The impacts of brand experiences on brand loyalty: mediators of brand love and trust”. Management Decision, 55(5), 915-934.
  • Huang, M. H. (2009). Using service quality to enhance the perceived quality of store brands. Total Quality Management, 20(2), 241-252.
  • Iglesias, O., Singh, J.J., & Batista-Foguet, J.M. (2011). The role of innovated brand experience and affective commitment in determining brand loyalty. Journal of Brand Management, 18(8), 570–582.
  • Jacoby, J. (1971). Brand loyalty: A conceptual definition. Proceedings of the Annual Convention of the American Psychological Association, 6(Pt. 2), 655–656.
  • Keller, K. L., & Lehmann, D. R. (2006). Brands and branding: Research findings and future priorities. Marketing Science, 25(6), 740-759.
  • Kim, C. K., Han, D., & Park, S. B. (2001). The effect of brand personality and brand identification on brand loyalty: Applying the theory of social identification. Japanese psychological research, 43(4), 195-206.
  • Kotler, P. (2000). Marketing management: Analysis, planning, implementation, and control. Upper Saddle River, NJ: Prentice-Hall.
  • Kressmann, F., Sirgy, M. J., Herrmann, A., Huber, F., Huber, S., & Lee, D. J. (2006). Direct and indirect effects of self-image congruence on brand loyalty. Journal of Business Research, 59(9), 955-964.
  • Kuenzel, S., ve Halliday, S. V. (2008). Investigating antecedents and consequences of brand identification. Journal of Product & Brand Management, 17(5), 293-304.
  • Lam, S. K., 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, 74(6), 128–146.
  • Lam, S. K., Ahearne, M., Mullins, R., Hayati, B., & Schillewaert, N. (2013). Exploring the dynamics of antecedents to consumer-brand identification with a new brand. Journal of the Academy of Marketing Science, 41(2), 234–252.
  • Lam, S. K., Ahearne, M., & Schillewaert, N. (2012). A multinational examination of the symbolic–instrumental framework of consumer–brand identification. Journal of International Business Studies, 43(3), 306-331.
  • Lin, Y. H. (2015). Innovative brand experience's influence on brand equity and brand satisfaction. Journal of Business Research, 68(11), 2254-2259.
  • Loureiro, S. M. C., Lopes, R., & Kaufmann, H. R. (2014). How brand personality, brand identification and service quality influence service brand equity. Cogent Business & Management, 1(1), 981329.
  • Luarn, P., Lin, T. and Lo, P. (2003), "An exploratory study of advancing mobilization in the life insurance industry: the case of Taiwan’s Nan Shan Life Insurance Corporation", Internet Research, 13(4),297-310.
  • Mael, F., & Ashforth, B. E. (1992). “Alumni and their alma mater: A partial test of the reformulated model of organizational identification”. Journal of Organizational Behavior, 13(2), 103–123.
  • McEwen JW. (2005). Married to the brand. Why consumers bond with some brands for life. New York: Gallup Press; 2005.
  • Menidjel, C., Benhabib, A., & Bilgihan, A. (2017). “Examining the moderating role of personality traits in the relationship between brand trust and brand loyalty”. Journal of Product & Brand Management. 26(6), 631–649.
  • Merrilees, B. (2016). “Interactive brand experience pathways to customer-brand engagement and value co-creation”, Journal of Product & Brand Management, 25(5), 402–408.
  • Morrison, S . and Crane, F . G . ( 2007 ) Building the service brand by creating and managing an emotional brand experience. Journal of Brand Management, 14 (5): 410 – 421.
  • Nysveen, H., Pedersen, P.E., & Skard, S. (2013). Brand experiences in service organizations: Exploring the individual effects of brand experience dimensions, Journal of Brand Management, 20(5), 404–423.
  • Oliver, R.L. (1999), “Whence consumer loyalty?”, Journal of Marketing, 63, 33-44.
  • Pan, Y., Sheng, S., & Xie, F. T. (2012). Antecedents of customer loyalty: An empirical synthesis and reexamination. Journal of retailing and consumer services, 19(1), 150-158.
  • Pappu, R. ve Quester, P.G. (2016). “How does brand innovativeness affect brand loyalty?” European Journal of Marketing, 50(1/2), 2-28.
  • Pappu, R., Quester, P.G. and Cooksey, R.W. (2005), “Consumer-based brand equity: improving the measurement – empirical evidence”, Journal of Product & Brand Management, 14(3), 143-154.
  • Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41-50.
  • Petrick, J. F., & Backman, S. J. (2002). An examination of the construct of perceived value for the prediction of golf travelers’ intentions to revisit. Journal of Travel Research, 41(1), 38-45.
  • Pine, B.J. II, and Gilmore, J.H. (2011), The Experience Economy, Harvard Business Press, Boston, MA.
  • Rahman, M. (2014). Differentiated brand experience in brand parity through branded branding strategy, Journal of Strategic Marketing, 22(7), 603–615.
  • Risitano, M., Romano, R., Sorrentino, A., Quintano, M. (2017). "The impact of consumer-brand engagement on brand experience and behavioural intentions: An Italian empirical study". British Food Journal, 119(8), 1884-1896..
  • Rodhain, A. (2006). Brands and the Identification Process of Children. Advances in Consumer Research, 33(1).
  • Rundle-Thiele, S. and Mackay, M.M. (2001), “Assessing the performance of brand loyalty measures”. Journal of Services Marketing, 15(7), 529-546.
  • Runyan, R.C. and Droge, C. (2008), “Small store research streams: what does it portend for the future?”. Journal of Retailing, 84(1), 77-94.
  • Sanyal, S.N. ve Datta, S.K. (2011). “The effect of perceived quality on brand equity: an empirical study on generic drugs”. Asia Pacific Journal of Marketing and Logistics, 23(5), 604-625.
  • Sasmita, J. ve Suki, N.M. (2015). “Young consumers’ insights on brand equity: Effects of brand association, brand loyalty, brand awareness, and brand image”. International Journal of Retail & Distribution Management, 43( )3, 276-292.
  • Stokburger-Sauer, N., Ratneshwar, S., & Sen, S. (2012). “Drivers of consumer–brand identification”, International Journal of Research in Marketing, 29(4), 406–418.
  • Tildesley, A. E., & Coote, L. V. (2009). This brand is me: a social identity-based measure of brand identification. ACR North American Advances. 36:627–8.
  • Tirole, J. (1993), The Theory of Industrial Organization, 6th ed., MIT Press, Cambridge, MA.
  • Tuškej, U., Golob, U. ve Podnar, K. (2013). “The role of consumer-brand identification in building brand relationships”. Journal of Business Research, 66, 53–59.
  • Warde A. (2008). Consumption, identity — formation, and uncertainty. In: Miller D, editor. Consumption: Critical concepts in the social sciences. Disciplinary Approaches to ConsumptionLondon: Routledge; 9–33.
  • Wolter, J. S., Brach, S., Cronin Jr, J. J., & Bonn, M. (2016). Symbolic drivers of consumer-brand identification and disidentification. Journal of Business Research, 69(2), 785-793.
  • Yao, J., Wang, X., & Liu, Z. (2013). Brand management innovation: A construction of a brand experience identification system. Journal of Applied Sciences, 13(21), 4477–4482.
  • Yeh, C. H., Wang, Y. S., & Yieh, K. (2016). Predicting smartphone brand loyalty: Consumer value and consumer-brand identification perspectives. International Journal of Information Management, 36(3), 245-257.
  • Yoo, B. and Donthu, N. (2001), “Developing and validating a multidimensional consumer-based brand equity scale.” Journal of Business Research, 52(1), 1-14.
  • Yoon, Y. S., Lee, J. S., & Lee, C. K. (2010). Measuring festival quality and value affecting visitors’ satisfaction and loyalty using a structural approach. International Journal of Hospitality Management, 29(2), 335-342.
  • Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.

MARKA DENEYİMİNİN YENİDEN SATIN ALMA NİYETİ ÜZERİNE ETKİSİ

Yıl 2020, Sayı: 11, 1 - 27, 31.10.2020

Canan Yılmaz Uz Hanifi Murat Mutlu

Öz

Tüketici tercihlerinin sürekli değiştiği bir ortamda, markaların tüketici elde tutma stratejileri de değişmekte ve çeşitlenmektedir. Tüketicinin tercih edilen bir ürünü yeniden satın almasını sağlamak, marka sadakati yaratma ile yakından ilişkili bir süreçtir. Ancak, marka sadakati yaratmak, birden çok bileşenin bir araya gelmesiyle sağlanabilir. Bu açıdan, elde edilen kalitenin algılanma biçimi ve markaların satın alma ile birlikte tüketicilerine yaşattıkları deneyimin önemi dikkat çekmektedir. Kendisini ifade etme aracı olarak markaları kullanmaya başlayan tüketicinin, kendini özdeşleştirdiği markalara karşı sadakat duygusu geliştirip geliştirmediği ve bu sadakatin satın alma üzerindeki etkisinin bilinmesi önemlidir. Bu çalışmada, algılanan kalite ile tüketici-marka özdeşleşmesinin marka deneyimi üzerine etkisinin olup olmadığı araştırılmış, algılanan kalite, tüketici-marka özdeşleşmesi ve marka deneyiminin marka sadakati üzerinde ne gibi bir etkisinin ortaya konmaya çalışılarak marka deneyimi ve marka sadakatinin yeniden satın alma niyeti üzerine etkisinin olup olmadığı araştırılmaya çalışılmıştır. Bu faktörlerin birbirleri üzerinde pozitif birer etkileri olduğu, marka deneyiminin algılanan kalite ve tüketici-marka özdeşleşmesinden etkilendiği; algılanan kalite, tüketici-marka özdeşleşmesi ve marka deneyiminin marka sadakati yarattığı ve marka sadakati ile marka deneyiminin yeniden satın alma niyeti yarattığı ortaya konulmuştur.

Anahtar Kelimeler

Marka deneyimi Marka özdeşleşme Marka sadakati Yeniden satın alma niyeti

Kaynakça

  • Ahearne, M., Bhattacharya, C. B., & Gruen, T. (2005). Antecedents and consequences of customer-company identification: Expanding the role of relationship marketing. Journal of applied psychology, 90(3), 574.
  • Albert, N., Merunka, D., & Valette-Florence, P. (2013). “Brand passion: Antecedents and consequences.” Journal of Business Research, 66(7), 904–909.
  • Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005). The social influence of brand community: Evidence from European car clubs. Journal of Marketing, 69(3), 19-34.
  • Allameh, S.M., Pool, J.K., Jaberi, A., Salehzadeh, R. Ve Asadi, H. (2015). Factors influencing sport tourists’ revisit intentions: The role and effect of destination image, perceived quality, perceived value and satisfaction”, Asia Pacific Journal of Marketing and Logistics, 27 (2), 191-207.
  • Ariffin, S., Yusof, J. M., Putit, L., & Shah, M. I. A. (2016). Factors influencing perceived quality and repurchase intention towards green products. Procedia Economics and Finance, 37(16), 391-396.
  • Baker, J., Parasuraman, A., Grewal, D., & Voss, G. B. (2002). The influence of multiple store environment cues on perceived merchandise value and patronage intentions. Journal of Marketing, 66(2), 120-141.
  • Ballester-Delgado, E., & Aleman-Munuera, J. (2001). Brand Trust in the context of consumer loyalty. European Journal of Marketing, 35(11/12), 1238-1258.
  • Belk WR. (1988). “Possessions and the extended self”. Journal of Consumer Research, (15), 139–66.
  • Bhattacharya, C. B., and Sen, S. (2003). “Consumer-company identification: a framework for understanding consumers’ relationships with companies”. Journal of Marketing, 67(2), 76–88.
  • Bhattacharya, C.B., Rao, H., Glynn, M.A. (1995). “Understanding the bond of identification: an investigation of its correlates among art museum members”, The Journal of Marketing, 59, (4), 46–57.
  • Bitner, M.J. and Hubbert, A.R. (1994), “Encounter satisfaction versus overall satisfaction versus quality”, in Rust, R.T. and Oliver, R.L. (eds), Service Quality: New Directions in Theory and Practice, Sage Publications, Thousand Oaks, CA, 72-94.
  • 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.
  • Casaló LV, Flavian C, Guinaliu M. (2008). “The role of satisfaction and website usability in developing customer loyalty and positive word-of-mouth in the e-banking services”. The International Journal of Bank Marketing, 26, 399–417.
  • Chaudhuri Arjun, Holbrook B.Moris, (2001), "The Chain of Effects From Brand Trust and Brand Affects to Brand Performance: The Role of Brand Loyalty", Journal of Marketing, 65, 81-93.
  • Chen, C.F., and Chen, F.S. (2010). “Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists”, Tourism Management, 31(1), 29-35.
  • Chin, W. W. (1998). The partial least squares approach to structural equation modeling. Modern methods for business research, 295(2), 295-336.
  • Chinomona, R. (2016). “Brand communication, brand image and brand trust as antecedents of brand loyalty in Gauteng Province of South Africa”. African Journal of Economic and Management Studies
  • Chiu, W., & Won, D. (2016). Consumer-brand relationships in sports products and repurchase intention. International Journal of Sports Marketing and Sponsorship.
  • Cohen, J. (1988), Statistical Power Analysis for the Behavioral Sciences, Lawrence Erlbaum, Mahwah, NJ.
  • Coulter, R. A., Price, L. L., & Feick, L. (2003). Rethinking the origins of involvement and brand commitment: Insights from postsocialist central Europe. Journal of consumer research, 30(2), 151-169.
  • Davvetas, V. ve Diamantopoulos, A. (2017). “Regretting your brand-self?” The moderating role of consumer-brand identification on consumer responses to purchase regret”, Journal of Business Research, 80, 218-227.
  • Del Rio, AB, Vazquez R, Iglesias V. (2001). The effects of brand associations on consumer response. Marketing Science, 25, 740–59.
  • Ding, C.G ve Tseng, T.H. (2015). “On the relationships among brand experience, hedonic emotions, and brand equity, European Journal of Marketing, 49 (7/8): 994-1015.
  • Douglas M. ve Isherwood B. (2005). The world of goods: towards anthropology of consumption. London: Routledge. Ekstrom KM, Brembeck H. (2004). Elusive consumption. Oxford: Berg.
  • Elbedweihy, A. M., Jayawardhena, C., Elsharnouby, M. H., & Elsharnouby, T. H. (2016). Customer relationship building: The role of brand attractiveness and consumer–brand identification. Journal of Business Research, 69(8), 2901–2910.
  • Erdoğmuş, İ., & Büdeyri‐Turan, I. (2012). The role of personality congruence, perceived quality and prestige on ready to wear brand loyalty. Journal of Fashion Marketing and Management: An International Journal.
  • Fournier S. (1998). Consumers and their brands: developing relationship theory in consumer research. Journal of Consumer Research, 24, 343–73.
  • Fung So, K.K., King, C., Hudson, S. ve Meng, F. (2017). “The missing link in building customer brand identification: The role of brand attractiveness” Tourism Management, 59, 640- 651.
  • Fungai, M. (2017). Factors influencing customer repurchase intention in the fast food industry: a case study of Innscor-Mutare, Zimbabwe. Business & Social Sciences Journal, 2(1), 113-133.
  • Gentile , C . , Spiller , N . and Noci , G . ( 2007 ) How to sustain the customer experience: An overview of experience components that co-create value with the customer. European Management Journal 25 (5) : 395 – 410.
  • Gotlieb, J. B., Grewal, D., & Brown, S. W. (1994). Consumer satisfaction and perceived quality: complementary or divergent constructs?. Journal of applied psychology, 79(6), 875.
  • Hair J. F, Sarstedt, M., Hopkins, L., & G. Kuppelwieser, V. (2014). Partial least squares structural equation modeling (PLS-SEM) An emerging tool in business research. European Business Review, 26(2), 106-121.
  • He, H., Li, Y., & Harris, L. (2012). Social identity perspective on brand loyalty. Journal of Business Research, 65(5), 648-657.
  • Hemsley-Brown, J. and Alnawas, I. (2016), “Service quality and brand loyalty: the mediation effect of brand passion, brand affection and self-brand connection”, International Journal of Contemporary Hospitality Management, 28(12), 2771-2794.
  • Holbrook, M.B. and Hirschman, E.C. (1982). “The experiential aspects of consumption: consumer fantasies, feelings, and fun”, Journal of Consumer Research, 9(2), 132-139.
  • Huang, C.C. (2017). “The impacts of brand experiences on brand loyalty: mediators of brand love and trust”. Management Decision, 55(5), 915-934.
  • Huang, M. H. (2009). Using service quality to enhance the perceived quality of store brands. Total Quality Management, 20(2), 241-252.
  • Iglesias, O., Singh, J.J., & Batista-Foguet, J.M. (2011). The role of innovated brand experience and affective commitment in determining brand loyalty. Journal of Brand Management, 18(8), 570–582.
  • Jacoby, J. (1971). Brand loyalty: A conceptual definition. Proceedings of the Annual Convention of the American Psychological Association, 6(Pt. 2), 655–656.
  • Keller, K. L., & Lehmann, D. R. (2006). Brands and branding: Research findings and future priorities. Marketing Science, 25(6), 740-759.
  • Kim, C. K., Han, D., & Park, S. B. (2001). The effect of brand personality and brand identification on brand loyalty: Applying the theory of social identification. Japanese psychological research, 43(4), 195-206.
  • Kotler, P. (2000). Marketing management: Analysis, planning, implementation, and control. Upper Saddle River, NJ: Prentice-Hall.
  • Kressmann, F., Sirgy, M. J., Herrmann, A., Huber, F., Huber, S., & Lee, D. J. (2006). Direct and indirect effects of self-image congruence on brand loyalty. Journal of Business Research, 59(9), 955-964.
  • Kuenzel, S., ve Halliday, S. V. (2008). Investigating antecedents and consequences of brand identification. Journal of Product & Brand Management, 17(5), 293-304.
  • Lam, S. K., 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, 74(6), 128–146.
  • Lam, S. K., Ahearne, M., Mullins, R., Hayati, B., & Schillewaert, N. (2013). Exploring the dynamics of antecedents to consumer-brand identification with a new brand. Journal of the Academy of Marketing Science, 41(2), 234–252.
  • Lam, S. K., Ahearne, M., & Schillewaert, N. (2012). A multinational examination of the symbolic–instrumental framework of consumer–brand identification. Journal of International Business Studies, 43(3), 306-331.
  • Lin, Y. H. (2015). Innovative brand experience's influence on brand equity and brand satisfaction. Journal of Business Research, 68(11), 2254-2259.
  • Loureiro, S. M. C., Lopes, R., & Kaufmann, H. R. (2014). How brand personality, brand identification and service quality influence service brand equity. Cogent Business & Management, 1(1), 981329.
  • Luarn, P., Lin, T. and Lo, P. (2003), "An exploratory study of advancing mobilization in the life insurance industry: the case of Taiwan’s Nan Shan Life Insurance Corporation", Internet Research, 13(4),297-310.
  • Mael, F., & Ashforth, B. E. (1992). “Alumni and their alma mater: A partial test of the reformulated model of organizational identification”. Journal of Organizational Behavior, 13(2), 103–123.
  • McEwen JW. (2005). Married to the brand. Why consumers bond with some brands for life. New York: Gallup Press; 2005.
  • Menidjel, C., Benhabib, A., & Bilgihan, A. (2017). “Examining the moderating role of personality traits in the relationship between brand trust and brand loyalty”. Journal of Product & Brand Management. 26(6), 631–649.
  • Merrilees, B. (2016). “Interactive brand experience pathways to customer-brand engagement and value co-creation”, Journal of Product & Brand Management, 25(5), 402–408.
  • Morrison, S . and Crane, F . G . ( 2007 ) Building the service brand by creating and managing an emotional brand experience. Journal of Brand Management, 14 (5): 410 – 421.
  • Nysveen, H., Pedersen, P.E., & Skard, S. (2013). Brand experiences in service organizations: Exploring the individual effects of brand experience dimensions, Journal of Brand Management, 20(5), 404–423.
  • Oliver, R.L. (1999), “Whence consumer loyalty?”, Journal of Marketing, 63, 33-44.
  • Pan, Y., Sheng, S., & Xie, F. T. (2012). Antecedents of customer loyalty: An empirical synthesis and reexamination. Journal of retailing and consumer services, 19(1), 150-158.
  • Pappu, R. ve Quester, P.G. (2016). “How does brand innovativeness affect brand loyalty?” European Journal of Marketing, 50(1/2), 2-28.
  • Pappu, R., Quester, P.G. and Cooksey, R.W. (2005), “Consumer-based brand equity: improving the measurement – empirical evidence”, Journal of Product & Brand Management, 14(3), 143-154.
  • Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41-50.
  • Petrick, J. F., & Backman, S. J. (2002). An examination of the construct of perceived value for the prediction of golf travelers’ intentions to revisit. Journal of Travel Research, 41(1), 38-45.
  • Pine, B.J. II, and Gilmore, J.H. (2011), The Experience Economy, Harvard Business Press, Boston, MA.
  • Rahman, M. (2014). Differentiated brand experience in brand parity through branded branding strategy, Journal of Strategic Marketing, 22(7), 603–615.
  • Risitano, M., Romano, R., Sorrentino, A., Quintano, M. (2017). "The impact of consumer-brand engagement on brand experience and behavioural intentions: An Italian empirical study". British Food Journal, 119(8), 1884-1896..
  • Rodhain, A. (2006). Brands and the Identification Process of Children. Advances in Consumer Research, 33(1).
  • Rundle-Thiele, S. and Mackay, M.M. (2001), “Assessing the performance of brand loyalty measures”. Journal of Services Marketing, 15(7), 529-546.
  • Runyan, R.C. and Droge, C. (2008), “Small store research streams: what does it portend for the future?”. Journal of Retailing, 84(1), 77-94.
  • Sanyal, S.N. ve Datta, S.K. (2011). “The effect of perceived quality on brand equity: an empirical study on generic drugs”. Asia Pacific Journal of Marketing and Logistics, 23(5), 604-625.
  • Sasmita, J. ve Suki, N.M. (2015). “Young consumers’ insights on brand equity: Effects of brand association, brand loyalty, brand awareness, and brand image”. International Journal of Retail & Distribution Management, 43( )3, 276-292.
  • Stokburger-Sauer, N., Ratneshwar, S., & Sen, S. (2012). “Drivers of consumer–brand identification”, International Journal of Research in Marketing, 29(4), 406–418.
  • Tildesley, A. E., & Coote, L. V. (2009). This brand is me: a social identity-based measure of brand identification. ACR North American Advances. 36:627–8.
  • Tirole, J. (1993), The Theory of Industrial Organization, 6th ed., MIT Press, Cambridge, MA.
  • Tuškej, U., Golob, U. ve Podnar, K. (2013). “The role of consumer-brand identification in building brand relationships”. Journal of Business Research, 66, 53–59.
  • Warde A. (2008). Consumption, identity — formation, and uncertainty. In: Miller D, editor. Consumption: Critical concepts in the social sciences. Disciplinary Approaches to ConsumptionLondon: Routledge; 9–33.
  • Wolter, J. S., Brach, S., Cronin Jr, J. J., & Bonn, M. (2016). Symbolic drivers of consumer-brand identification and disidentification. Journal of Business Research, 69(2), 785-793.
  • Yao, J., Wang, X., & Liu, Z. (2013). Brand management innovation: A construction of a brand experience identification system. Journal of Applied Sciences, 13(21), 4477–4482.
  • Yeh, C. H., Wang, Y. S., & Yieh, K. (2016). Predicting smartphone brand loyalty: Consumer value and consumer-brand identification perspectives. International Journal of Information Management, 36(3), 245-257.
  • Yoo, B. and Donthu, N. (2001), “Developing and validating a multidimensional consumer-based brand equity scale.” Journal of Business Research, 52(1), 1-14.
  • Yoon, Y. S., Lee, J. S., & Lee, C. K. (2010). Measuring festival quality and value affecting visitors’ satisfaction and loyalty using a structural approach. International Journal of Hospitality Management, 29(2), 335-342.
  • Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.
Toplam 81 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Araştırma Makalesi
Yazarlar

Canan Yılmaz Uz 0000-0002-4798-2262

Hanifi Murat Mutlu 0000-0001-9757-6708

Yayımlanma Tarihi 31 Ekim 2020
Yayımlandığı Sayı Yıl 2020 Sayı: 11

Kaynak Göster

APA Yılmaz Uz, C., & Mutlu, H. M. (2020). MARKA DENEYİMİNİN YENİDEN SATIN ALMA NİYETİ ÜZERİNE ETKİSİ. Erzurum Teknik Üniversitesi Sosyal Bilimler Enstitüsü Dergisi(11), 1-27.
 Kapak Resmi İndir

Creative Commons License

ETÜSBED, Creative Commons Atıf-GayriTicari 4.0 Uluslararası Lisansı ile lisanslanmıştır.


open-access-logo.png

14283