Araştırma Makalesi
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Factors Affecting Brand Loyalty: A Study on Mobile Apparel Websites

Yıl 2023, Cilt: 7 Sayı: 14, 163 - 173, 25.09.2023

Görkem Erdoğan

https://doi.org/10.29064/ijma.1343347

Öz

The research is carried out to determine the effect of apparel brand image on brand trust and brand attitude in mobile websites and to measure the effect of brand trust and brand attitude on brand loyalty. Questionnaire method, one of the data collection techniques, has used in the study. The data collected from 239 people by face-to-face survey method has been analyzed with the structural equation model. According to the results of the research, a significant relationship has been found between brand image and brand trust, and between brand image and brand attitude. Moreover, within the scope of mobile websites, it has been determined that apparel brand trust and apparel brand attitude affect brand loyalty. Due to the limited number of studies examining brand loyalty in the literature, it is possible to say that this research will contribute to the literature.

Anahtar Kelimeler

Brand loyalty Brand image Brand trust Brand attitude Apparel web sites

Kaynakça

  • Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: The Free Press.
  • 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.
  • Alhaddad, A. (2015). Perceived quality, brand image and brand trust as determinants of brand loyalty. Journal of Research in Business and Management, 3(4), 01-08.
  • Ansary, A., & Nik Hashim, N. M. H. (2018). Brand image and equity: The mediating role of brand equity drivers and moderating effects of product type and word of mouth. Review of Managerial Science, 12, 969-1002.
  • Atilgan, E., Aksoy, Ş., & Akinci, S. (2005). Determinants of the brand equity: A verification approach in the beverage industry in Turkey. Marketing intelligence & planning, 23(3), 237-248.
  • Chang, P. L., & Chieng, M. H. (2006). Building consumer-brand relationship: A cross‐cultural experiential view. Psychology & Marketing, 23(11), 927-959.
  • Chattopadhyay, A., & Alba, J. W. (1988). The situational importance of recall and inference in consumer decision making. Journal of Consumer Research, 15(1), 1-12.
  • 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.
  • Chi, T. (2018). Mobile commerce website success: Antecedents of consumer satisfaction and purchase intention. Journal of Internet Commerce, 17(3), 189-215.
  • 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, 7(1), 124-139.
  • Cretu, A. E., & Brodie, R. J. (2007). The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective. Industrial marketing management, 36(2), 230-240.
  • Doyle, P. (2001). Shareholder-value-based brand strategies. Journal of Brand Management, 9, 20-30.
  • Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
  • George, D., & Mallery, M. (2010). SPSS for windows step by step: a simple guide and reference. Pearson.
  • Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLSSEM. European Business Review, 31(1), 2-24.
  • Holmes, A., Byrne, A., & Rowley, J. (2013). Mobile shopping behaviour: insights into attitudes, shopping process involvement and location. International Journal of Retail & Distribution Management, 42(1), 25-39.
  • Hossien, E., Ali, J., & Mehdi, M. (2012). The mediatory impact of brand loyalty and brand image on brand equity. African Journal of Business Management, 6(17), 5692-5701.
  • Hsieh, M. H., Pan:L., & Setiono, R. (2004). Product-, corporate-, and country-image dimensions and purchase behavior: A multicountry analysis. Journal of the Academy of marketing Science, 32(3), 251-270.
  • Kao, D. T. (2009). The impact of transaction trust on consumers’ intentions to adopt M-commerce: A cross-cultural investigation. CyberPsychology & Behavior, 12, 225-229.
  • Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing, 57(1), 1-22.
  • Keller, K. L. (2001). Building customer-based brand equity: a blueprint for creating strong brands. Marketing Science Institute Working paper, 1-107.
  • Kline, R. B. (2011). Principles and practice of structural equation modeling. New York: The Guilford Press.
  • Kottler, P. (2000). Marketing Management. New Jersey: Prentice Hall.
  • Kumaravel, V., & Kandasarny, C. (2012). To What Extent the Brand Image Influence Consumers' Purchase Decision On Durable Products. Romanian Journal of Marketing, (1), 34-38.
  • Kwon, W. S., & Lennon, J. (2009). Reciprocal effects between multichannel retailers’ offline and online brand images. Journal of retailing, 85(3), 376-390.
  • Mabkhot, H. A., Shaari, H., & Md Salleh, S. (2017). The influence of brand image and brand personality on brand loyalty, mediating by brand trust: An empirical study. Jurnal pengurusan, 50, 71-82.
  • Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58, 20-38.
  • Oliver, R. L. (1999). Whence consumer loyalty?. Journal of Marketing, 63(4_suppl1), 33-44.
  • Roy, D., & Banerjee, S. (2007). CARE‐ing strategy for integration of brand identity with brand image. International journal of commerce and management, 17(1/2), 140-148.
  • Runyan, R. C., & Droge, C. (2008). A categorization of small retailer research streams: what does it portend for future research?. Journal of Retailing, 84(1), 77-94.
  • Russell-Bennett, R., McColl-Kennedy, J. R., & Coote, L. V. (2007). Involvement, satisfaction, and brand loyalty in a small business services setting. Journal of business research, 60(12), 1253-1260.
  • Sahin, A., Zehir, C., & Kitapçı, H. (2011). The effects of brand experiences, trust and satisfaction on building brand loyalty; an empirical research on global brands. Procedia-Social and Behavioral Sciences, 24, 1288-1301.
  • Schermelleh-Engel, K., Moosbrugger, H., & Müller, H. (2003). Evaluating the Fit of Structural Equation Models: Tests of Significance and Descriptive Goodness-of-Fit Measures. Methods of Psychological Research Online, 8, 23-74.
  • Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of current issues & research in advertising, 26(2), 53-66.
  • Statista, (2023). Number of smartphone users in Turkey 2019-2028 (in millions). 18 Ağustos 2023 tarihinde https://www.statista.com/statistics/467181/forecast-of-smartphone-users-in-turkey/ adresinden erişildi.
  • Tan, T. M., Ismail, H. B., & Rasiah, D. (2011). Hierarchical chain of consumer-based brand equity: Review from the fast food industry. International Business & Economics Research Journal (IBER), 10(9), 67-80.
  • Torres, A., & Bijmolt, T. H. (2009). Assessing brand image through communalities and asymmetries in brand-to-attribute and attribute-to-brand associations. European Journal of Operational Research, 195(2), 628-640.
  • TUİK, (2022). Hanehalkı Bilişim Teknolojileri (BT) Kullanım Araştırması. 10 Haziran 2022 tarihinde https://data.tuik.gov.tr/Bulten/Index?p=Hanehalki-Bilisim-Teknolojileri-(BT)-Kullanim-Arastirmasi-2022-45587 adresinden erişildi.
  • Usman, A., & Nawaz, N. U. A. (2011). What makes customers brand loyal: A study on telecommunication sector of Pakistan. International journal of business and social science, 2(14), 213-221.
  • Voester, J., Ivens, B., & Leischnig, A. (2017). Partitioned pricing: review of the literature and directions for further research. Review of Managerial Science, 11, 879-931.
  • Wegener, D. T., & Petty, R. E. (1994). Mood management across affective states: The hedonic contingency hypothesis. Journal of Personality and Social Psychology, 66, 1034-1048.
  • Wijaya, B. S. (2013). Dimensions of brand image: A conceptual review from the perspective of brand communication. European Journal of Business and Management, 5(31), 55-65.

Marka Sadakatini Etkileyen Faktörler: Mobil Kıyafet Web Siteleri Üzerine Bir İnceleme

Yıl 2023, Cilt: 7 Sayı: 14, 163 - 173, 25.09.2023

Görkem Erdoğan

https://doi.org/10.29064/ijma.1343347

Öz

Araştırma mobil web sitelerinde kıyafet markası imajının marka güveni, marka tutumu üzerindeki etkisini belirlemek ve marka güveninin, marka bağlılığının marka sadakati üzerindeki etkisini ölçmek amacıyla gerçekleştirilmiştir. Çalışmada veri toplama tekniklerinden anket yöntemine başvurulmuştur. 239 kişiden yüz yüze anket yöntemiyle toplanan veriler yapısal eşitlik modeli ile analiz edilmiştir. Araştırma sonuçlarına göre, marka imajı ile marka güveni arasında ve marka imajı ile marka tutumu arasında ise anlamlı bir ilişki saptanmıştır. Diğer taraftan mobil web siteleri kapsamında kıyafet markası güveninin ve kıyafet markası tutumunun marka sadakatini etkilediği tespit edilmiştir. Alanyazında marka sadakatini inceleyen sınırlı sayıda araştırma bulunması nedeniyle, bu araştırmanın literatüre katkı sağlayacağını söylemek mümkündür.

Anahtar Kelimeler

Marka sadakati Marka imajı Marka güveni Marka tutumu Kıyafet web siteleri

Kaynakça

  • Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: The Free Press.
  • 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.
  • Alhaddad, A. (2015). Perceived quality, brand image and brand trust as determinants of brand loyalty. Journal of Research in Business and Management, 3(4), 01-08.
  • Ansary, A., & Nik Hashim, N. M. H. (2018). Brand image and equity: The mediating role of brand equity drivers and moderating effects of product type and word of mouth. Review of Managerial Science, 12, 969-1002.
  • Atilgan, E., Aksoy, Ş., & Akinci, S. (2005). Determinants of the brand equity: A verification approach in the beverage industry in Turkey. Marketing intelligence & planning, 23(3), 237-248.
  • Chang, P. L., & Chieng, M. H. (2006). Building consumer-brand relationship: A cross‐cultural experiential view. Psychology & Marketing, 23(11), 927-959.
  • Chattopadhyay, A., & Alba, J. W. (1988). The situational importance of recall and inference in consumer decision making. Journal of Consumer Research, 15(1), 1-12.
  • 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.
  • Chi, T. (2018). Mobile commerce website success: Antecedents of consumer satisfaction and purchase intention. Journal of Internet Commerce, 17(3), 189-215.
  • 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, 7(1), 124-139.
  • Cretu, A. E., & Brodie, R. J. (2007). The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective. Industrial marketing management, 36(2), 230-240.
  • Doyle, P. (2001). Shareholder-value-based brand strategies. Journal of Brand Management, 9, 20-30.
  • Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
  • George, D., & Mallery, M. (2010). SPSS for windows step by step: a simple guide and reference. Pearson.
  • Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLSSEM. European Business Review, 31(1), 2-24.
  • Holmes, A., Byrne, A., & Rowley, J. (2013). Mobile shopping behaviour: insights into attitudes, shopping process involvement and location. International Journal of Retail & Distribution Management, 42(1), 25-39.
  • Hossien, E., Ali, J., & Mehdi, M. (2012). The mediatory impact of brand loyalty and brand image on brand equity. African Journal of Business Management, 6(17), 5692-5701.
  • Hsieh, M. H., Pan:L., & Setiono, R. (2004). Product-, corporate-, and country-image dimensions and purchase behavior: A multicountry analysis. Journal of the Academy of marketing Science, 32(3), 251-270.
  • Kao, D. T. (2009). The impact of transaction trust on consumers’ intentions to adopt M-commerce: A cross-cultural investigation. CyberPsychology & Behavior, 12, 225-229.
  • Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing, 57(1), 1-22.
  • Keller, K. L. (2001). Building customer-based brand equity: a blueprint for creating strong brands. Marketing Science Institute Working paper, 1-107.
  • Kline, R. B. (2011). Principles and practice of structural equation modeling. New York: The Guilford Press.
  • Kottler, P. (2000). Marketing Management. New Jersey: Prentice Hall.
  • Kumaravel, V., & Kandasarny, C. (2012). To What Extent the Brand Image Influence Consumers' Purchase Decision On Durable Products. Romanian Journal of Marketing, (1), 34-38.
  • Kwon, W. S., & Lennon, J. (2009). Reciprocal effects between multichannel retailers’ offline and online brand images. Journal of retailing, 85(3), 376-390.
  • Mabkhot, H. A., Shaari, H., & Md Salleh, S. (2017). The influence of brand image and brand personality on brand loyalty, mediating by brand trust: An empirical study. Jurnal pengurusan, 50, 71-82.
  • Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58, 20-38.
  • Oliver, R. L. (1999). Whence consumer loyalty?. Journal of Marketing, 63(4_suppl1), 33-44.
  • Roy, D., & Banerjee, S. (2007). CARE‐ing strategy for integration of brand identity with brand image. International journal of commerce and management, 17(1/2), 140-148.
  • Runyan, R. C., & Droge, C. (2008). A categorization of small retailer research streams: what does it portend for future research?. Journal of Retailing, 84(1), 77-94.
  • Russell-Bennett, R., McColl-Kennedy, J. R., & Coote, L. V. (2007). Involvement, satisfaction, and brand loyalty in a small business services setting. Journal of business research, 60(12), 1253-1260.
  • Sahin, A., Zehir, C., & Kitapçı, H. (2011). The effects of brand experiences, trust and satisfaction on building brand loyalty; an empirical research on global brands. Procedia-Social and Behavioral Sciences, 24, 1288-1301.
  • Schermelleh-Engel, K., Moosbrugger, H., & Müller, H. (2003). Evaluating the Fit of Structural Equation Models: Tests of Significance and Descriptive Goodness-of-Fit Measures. Methods of Psychological Research Online, 8, 23-74.
  • Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of current issues & research in advertising, 26(2), 53-66.
  • Statista, (2023). Number of smartphone users in Turkey 2019-2028 (in millions). 18 Ağustos 2023 tarihinde https://www.statista.com/statistics/467181/forecast-of-smartphone-users-in-turkey/ adresinden erişildi.
  • Tan, T. M., Ismail, H. B., & Rasiah, D. (2011). Hierarchical chain of consumer-based brand equity: Review from the fast food industry. International Business & Economics Research Journal (IBER), 10(9), 67-80.
  • Torres, A., & Bijmolt, T. H. (2009). Assessing brand image through communalities and asymmetries in brand-to-attribute and attribute-to-brand associations. European Journal of Operational Research, 195(2), 628-640.
  • TUİK, (2022). Hanehalkı Bilişim Teknolojileri (BT) Kullanım Araştırması. 10 Haziran 2022 tarihinde https://data.tuik.gov.tr/Bulten/Index?p=Hanehalki-Bilisim-Teknolojileri-(BT)-Kullanim-Arastirmasi-2022-45587 adresinden erişildi.
  • Usman, A., & Nawaz, N. U. A. (2011). What makes customers brand loyal: A study on telecommunication sector of Pakistan. International journal of business and social science, 2(14), 213-221.
  • Voester, J., Ivens, B., & Leischnig, A. (2017). Partitioned pricing: review of the literature and directions for further research. Review of Managerial Science, 11, 879-931.
  • Wegener, D. T., & Petty, R. E. (1994). Mood management across affective states: The hedonic contingency hypothesis. Journal of Personality and Social Psychology, 66, 1034-1048.
  • Wijaya, B. S. (2013). Dimensions of brand image: A conceptual review from the perspective of brand communication. European Journal of Business and Management, 5(31), 55-65.
Toplam 42 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Araştırma Makalesi
Yazarlar

Görkem Erdoğan 0000-0002-2417-2718

Yayımlanma Tarihi 25 Eylül 2023
Gönderilme Tarihi 15 Ağustos 2023
Kabul Tarihi 5 Eylül 2023
Yayımlandığı Sayı Yıl 2023 Cilt: 7 Sayı: 14

Kaynak Göster

APA Erdoğan, G. (2023). Marka Sadakatini Etkileyen Faktörler: Mobil Kıyafet Web Siteleri Üzerine Bir İnceleme. International Journal of Management and Administration, 7(14), 163-173. https://doi.org/10.29064/ijma.1343347

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İşletme, İktisat, Çalışma Ekonomisi ve Endüstri İlişkileri, Maliye, Kamu Yönetimi ve Siyaset Bilimi, Ekonometri, Yönetim Bilişim Sistemleri, Eğitim Yönetimi, Sağlık Yönetimi, Turizm Yönetimi, Havacılık Yönetimi, Denizcilik İşletmeleri Yönetimi, Mühendislik ve Teknoloji Yönetimi, Enerji Yönetimi, Lojistik Yönetimi, Çevre Yönetimi, Medya ve İletişim Yönetimi, Afet Yönetimi, Multidisipliner Yönetim ve Ekonomi Çalışmaları.

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