Araştırma Makalesi
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THE EFFECT OF CONSUMER VALUE AND CONSUMER-BRAND IDENTITY ON BRAND LOYALTY: THE CASE OF A SMART PHONE

Yıl 2020, Cilt: 22 Sayı: 2, 623 - 653, 05.06.2020
https://doi.org/10.16953/deusosbil.564804

Öz

The smart phone sector, which is the most popular among today's global technology areas, continues to grow without slowing down and innovative steps are being taken every day in this sector. The aim of the study is to examine the effect of consumer value and consumer-brand identity on brand loyalty. The research was conducted for smartphone users and a primary questionnaire was collected with a 33-question questionnaire. Yeh, Wang, and Yieh 's (2016) scale were used in the study which examined the model that showed the relationship between consumer value and consumer-brand identity perspective. The responses of 1003 people who participated in the study were analyzed by using SPSS 21 statistics program and as a result, factor analysis was performed and the perceived consumer value and consumer-brand identity issues were analyzed with t-tests and anova one-way variance. In addition, there were differences in terms of demographic characteristics of consumers and their distribution was also revealed. As a result of the research, a positive relationship was found between consumer value and consumer-brand identity which are effective in smartphone loyalty. The aim of this study was to investigate the factors affecting the preferred smartphone brand in Turkey, reveals the situation and understand the behavior of smartphone consumers.

Kaynakça

  • Aaker, D.A. (2014). Aaker on branding: 20 principles that drive success. New York: Morgan James Publishing.
  • Aktuğlu, I.K. (2014). Marka yönetimi güçlü ve başarılı markalar için temel ilkeler. İstanbul: İletişim Yayınları.
  • Anderson, R.E., & Srinivasan, S.S. (2003). E-satisfaction and e-loyalty: a contingency framework. Psychology & Marketing, 20 (2), 123–138.
  • Armağan, E., & Temel, E. (2018). Türki̇ye’de online kompulsi̇f alışveri̇ş davranışı üzeri̇ne ampi̇ri̇k bi̇r çalışma. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 20 (4), 621–653.
  • Steenkamp, L.P., & Wessels, P.L. (2009). An investigation into students’ perceptions of accountants. Meditari Accountancy Research, 17 (1), 117–132.
  • Bhattacharya, C.B., & Sen, S. (2003). Consumer-company identification: a framework for understanding consumers’ relationships with companies. Journal of Marketing, 67 (2), 76–88.
  • Cha, M.K., Yi, Y., & Bagozzi, R.P. (2016). Effects of customer participation in corporate social responsibility ( CSR ) Programs on the CSR- brand fit and brand loyalty. Cornell Hospitality Quarterly, 57(3), 235-249.
  • 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.
  • De Chernatony, L., Harris, F., & Dall'Olmo Riley F. (2000). Added value: its nature, roles and sustainability. European Journal of Marketing, 34 (1/2), 39–56.
  • Elliott, R., & Wattanasuwan, K. (1998). Brands as symbolic resources for the construction of identity. International Journal of Advertising, 17 (2), 131–144.
  • Fiore, A.M., Kim, J., & Lee, H.H. (2005). Effect of image interactivity technology on consumer responses toward the online retailer. Journal of Interactive Marketing, 19 (3), 38–53.
  • George, D., & Mallery, P. (2016). IBM SPSS statistics 23 step by step: A simple guide and reference. NewYork: Routledge.
  • Graf, A., & Maas, P., (2008). Customer value from a customer perspective: A comprehensive review. Journal fur Betriebswirtschaft, 58 (1), 1–20.
  • Hansen, J.D., Beitelspacher, L.S., & Deitz, G.D. (2013). Antecedents and consequences of consumers’ comparative value assessments across the relationship life cycle. Journal of Business Research, 66 (4), 473-479.
  • Holbrook, M.B. (1999). Consumer value: A framework for analysis and research. London & Newyork: Routledge.
  • Hu, H.H., Kandampully, J., & Juwaheer, T.D. (2009). Relationships and impacts of service quality, perceived value, customer satisfaction, and image: An empirical study. Service Industries Journal, 29 (2), 111–125.
  • Karabulut, M. (1981). Tüketici davranışı: Pazarlama yeniliklerinin kabulü ve yayılışı. İstanbul: İstanbul Üniversitesi.
  • Karjaluoto, H., Jayawardhena C., Leppäniemi, M., & Pihlström, M. (2012). How value and trust influence loyalty in wireless telecommunications industry. Telecommunications Policy, 36(8), 636–649.
  • Kim, H.W., Gupta, S., & Koh, J. (2011). Investigating the intention to purchase digital items in social networking communities : A customer value perspective. Information & Management, 48 (6), 228–234.
  • Kim, J.W., Lee, F., & Suh, Y.G. (2015). Satisfaction and loyalty from shopping mall experience and brand personality. Services Marketing Quarterly, 36(1), 62–76.
  • Koç, E. (2012). Tüketici davranışı ve pazarlama stratejileri. İstanbul: Seçkin Yayıncılık.
  • Komppula, R. (2005). Pursuing customer value in tourism- a rural tourism case study. Journal of Hospitality & Tourism, 3 (2), 83–104.
  • 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.
  • 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.
  • Lee, Y.K., Kim S., Lee C.K., & Kim S.H. (2014). The impact of a mega event on visitors’ attitude toward hosting destination: Using trust transfer theory. Journal of Travel and Tourism Marketing, 31 (4), 507–521.
  • Liu, F., Li J., Mizerski D., & Soh, H. (2012). Self-congruity, brand attitude, and brand loyalty: A study on luxury brands Fang. European Journal of Marketing, 46 (7/8), 922–937.
  • Malkin, M., & Venkatesan R. (2005). Comparison of texts streams in the presence of mild adversaries. Conferences in Research and Practice in Information Technology Series, 44 (1), 179–186.
  • Murray, A., & Kline C. (2015). Rural tourism and the craft beer experience : factors influencing brand loyalty in rural North Carolina, USA. Journal of Sustainable Tourism, 23 (8-9), 1198-1216.
  • Nunnally, J. C. (1979). Psychometric teory: 2nd edn. New York: Mc Graw Hill.
  • Parasuraman, A. (1997). Reflections on gaining competitive advantage through customer value. Journal of the Academy of Marketing Science, 25 (2), 154–161.
  • Parasuraman, A., & Grewal D. (2000). The impact of technology on the quality-value-loyalty chain: A research agenda. Journal of the Academy of Marketing Science, 28 (1), 168–174.
  • Rasool, S., Kiyani, A.A., Siali, F.B., Ting H., & Shakur, M. M. A. (2017). Consumer Innovativeness in Consumer - Company Relationship and Mediating Role of Consumer Value : An Empirical Study of Cell Phone Users in Pakistan. International Review of Management and Marketing, 7 (1), 379–388.
  • Reichheld, F.F., Sasser, W.E. (1990). Zero defections: quality comes to service. Harvard Business Review, 68 (5), 105–111.
  • Smith, A.K., & Bolton, R.N. (2002). The effect of customers’ emotional responses to service failures on their recovery effort evaluations and satisfaction judgments. Journal of the Academy of Marketing Science, 30 (1), 5–23.
  • Stokburger-Sauer, N., Ratneshwar, S. & Sen, S. (2012). Drivers of consumer-brand identification. International Journal of Research in Marketing, 29 (4), 406–418.
  • Söderlund, M. (2001). 1. uppl. edn. Den lojala kunden (s. 26-27). M. Söderlund, Malmö: Liber Ekonomi.
  • Sweeney, J. C., & Soutar, G.N. (2001). Consumer perceived value : The development of a multiple item scale. Journal of Retailing, 77 (2), 203–220.
  • Torres, P., Augusto, M., & Godinho, P. (2017). Predicting high consumer-brand identification and high repurchase: Necessary and sufficient conditions. Journal of Business Research Journal, 79, 52–65.
  • Van Rekom, J., Jacobs, G., & Verlegh, P.W. (2006). Measuring and managing the essence of a brand personality. Marketing Letters, 17 (3), 181–192.
  • Veloutsou, C. (2015). Brand evaluation , satisfaction and trust as predictors of brand loyalty : the mediator- moderator effect of brand relationships. Journal of Consumer Marketing, 32 (6), 405–421.
  • Wang, Y., Po Lo, H., Chi, R., & Yang, Y. (2004). An integrated framework for customer value and customer-relationship-management performance: A customer-based perspective from China. Managing Service Quality: An International Journal, 14 (2), 169–182.
  • Wikström, S., & Richard, N. (1994). Knowledge and value : a new perspective on corporate transformation, London & New York: Routledge.
  • Wilson, A., & Persson, N. (2017). The interplay between brand loyalty and brand satisfaction. A qualitative study of consumers in the clothing industry. Uppsala University, Bachelor Programme in Business and Economics, Sweden.
  • 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.
  • Woodruff, R.B. (1997). Customer value : The next source for competitive advantage. Journal of the Academy of Marketing Science, 25 (2), 139–153.
  • 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.
  • 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.

TÜKETİCİ DEĞERİ VE TÜKETİCİ-MARKA KİMLİĞİNİN MARKA SADAKATİNE OLAN ETKİSİ: AKILLI TELEFON ÖRNEĞİ

Yıl 2020, Cilt: 22 Sayı: 2, 623 - 653, 05.06.2020
https://doi.org/10.16953/deusosbil.564804

Öz

Günümüz global teknoloji alanları arasında en çok ilgi gören akıllı telefon sektörü, hız kesmeden büyümeye devam etmekte ve bu sektörde her geçen gün yenilikçi adımlar atılmaktadır. Çalışmanın amacı, tüketici değeri ve tüketici-marka kimliğinin marka sadakatine olan etkisini incelemektir. Araştırma akıllı telefon kullanıcılarına yönelik gerçekleştirilmiş ve 33 sorudan oluşan bir anket ile birincil veri toplanmıştır. Tüketici değeri ve tüketici-marka kimliği perspektif ilişkisini ortaya koyan modeli inceleyen araştırmada Yeh, Wang, ve Yieh' in (2016) ölçeği kullanılmıştır. Araştırmaya katılan 1003 kişiden alınan cevaplar, SPSS 21 istatistik programı kullanılarak analizi yapılmış sonuç olarak ise faktör analizinin yapılmasıyla farklı alt gruplara ayrılmış olan tüketici değeri ve tüketici-marka kimliği konularındaki algılanan, t-testleri ve anova tek yönlü varyans ile analiz edilmiştir. Ayrıca tüketicilerin demografik özellikleri bakımından farklılıklar meydana gelmiş olup dağılımları da ortaya konulmuştur. Araştırmanın sonucunda, akıllı telefon sadakatinde etkili olan tüketici değeri ve tüketici-marka kimliği arasında pozitif yönde ilişki ortaya çıkmıştır. Çalışmanın amacı Türkiye’de akıllı cep telefonu markası tercihine etki eden faktörleri incelemek, durumunu ortaya koymak ve akıllı telefon tüketicisinin tutumunu anlamaktır.

Kaynakça

  • Aaker, D.A. (2014). Aaker on branding: 20 principles that drive success. New York: Morgan James Publishing.
  • Aktuğlu, I.K. (2014). Marka yönetimi güçlü ve başarılı markalar için temel ilkeler. İstanbul: İletişim Yayınları.
  • Anderson, R.E., & Srinivasan, S.S. (2003). E-satisfaction and e-loyalty: a contingency framework. Psychology & Marketing, 20 (2), 123–138.
  • Armağan, E., & Temel, E. (2018). Türki̇ye’de online kompulsi̇f alışveri̇ş davranışı üzeri̇ne ampi̇ri̇k bi̇r çalışma. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 20 (4), 621–653.
  • Steenkamp, L.P., & Wessels, P.L. (2009). An investigation into students’ perceptions of accountants. Meditari Accountancy Research, 17 (1), 117–132.
  • Bhattacharya, C.B., & Sen, S. (2003). Consumer-company identification: a framework for understanding consumers’ relationships with companies. Journal of Marketing, 67 (2), 76–88.
  • Cha, M.K., Yi, Y., & Bagozzi, R.P. (2016). Effects of customer participation in corporate social responsibility ( CSR ) Programs on the CSR- brand fit and brand loyalty. Cornell Hospitality Quarterly, 57(3), 235-249.
  • 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.
  • De Chernatony, L., Harris, F., & Dall'Olmo Riley F. (2000). Added value: its nature, roles and sustainability. European Journal of Marketing, 34 (1/2), 39–56.
  • Elliott, R., & Wattanasuwan, K. (1998). Brands as symbolic resources for the construction of identity. International Journal of Advertising, 17 (2), 131–144.
  • Fiore, A.M., Kim, J., & Lee, H.H. (2005). Effect of image interactivity technology on consumer responses toward the online retailer. Journal of Interactive Marketing, 19 (3), 38–53.
  • George, D., & Mallery, P. (2016). IBM SPSS statistics 23 step by step: A simple guide and reference. NewYork: Routledge.
  • Graf, A., & Maas, P., (2008). Customer value from a customer perspective: A comprehensive review. Journal fur Betriebswirtschaft, 58 (1), 1–20.
  • Hansen, J.D., Beitelspacher, L.S., & Deitz, G.D. (2013). Antecedents and consequences of consumers’ comparative value assessments across the relationship life cycle. Journal of Business Research, 66 (4), 473-479.
  • Holbrook, M.B. (1999). Consumer value: A framework for analysis and research. London & Newyork: Routledge.
  • Hu, H.H., Kandampully, J., & Juwaheer, T.D. (2009). Relationships and impacts of service quality, perceived value, customer satisfaction, and image: An empirical study. Service Industries Journal, 29 (2), 111–125.
  • Karabulut, M. (1981). Tüketici davranışı: Pazarlama yeniliklerinin kabulü ve yayılışı. İstanbul: İstanbul Üniversitesi.
  • Karjaluoto, H., Jayawardhena C., Leppäniemi, M., & Pihlström, M. (2012). How value and trust influence loyalty in wireless telecommunications industry. Telecommunications Policy, 36(8), 636–649.
  • Kim, H.W., Gupta, S., & Koh, J. (2011). Investigating the intention to purchase digital items in social networking communities : A customer value perspective. Information & Management, 48 (6), 228–234.
  • Kim, J.W., Lee, F., & Suh, Y.G. (2015). Satisfaction and loyalty from shopping mall experience and brand personality. Services Marketing Quarterly, 36(1), 62–76.
  • Koç, E. (2012). Tüketici davranışı ve pazarlama stratejileri. İstanbul: Seçkin Yayıncılık.
  • Komppula, R. (2005). Pursuing customer value in tourism- a rural tourism case study. Journal of Hospitality & Tourism, 3 (2), 83–104.
  • 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.
  • 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.
  • Lee, Y.K., Kim S., Lee C.K., & Kim S.H. (2014). The impact of a mega event on visitors’ attitude toward hosting destination: Using trust transfer theory. Journal of Travel and Tourism Marketing, 31 (4), 507–521.
  • Liu, F., Li J., Mizerski D., & Soh, H. (2012). Self-congruity, brand attitude, and brand loyalty: A study on luxury brands Fang. European Journal of Marketing, 46 (7/8), 922–937.
  • Malkin, M., & Venkatesan R. (2005). Comparison of texts streams in the presence of mild adversaries. Conferences in Research and Practice in Information Technology Series, 44 (1), 179–186.
  • Murray, A., & Kline C. (2015). Rural tourism and the craft beer experience : factors influencing brand loyalty in rural North Carolina, USA. Journal of Sustainable Tourism, 23 (8-9), 1198-1216.
  • Nunnally, J. C. (1979). Psychometric teory: 2nd edn. New York: Mc Graw Hill.
  • Parasuraman, A. (1997). Reflections on gaining competitive advantage through customer value. Journal of the Academy of Marketing Science, 25 (2), 154–161.
  • Parasuraman, A., & Grewal D. (2000). The impact of technology on the quality-value-loyalty chain: A research agenda. Journal of the Academy of Marketing Science, 28 (1), 168–174.
  • Rasool, S., Kiyani, A.A., Siali, F.B., Ting H., & Shakur, M. M. A. (2017). Consumer Innovativeness in Consumer - Company Relationship and Mediating Role of Consumer Value : An Empirical Study of Cell Phone Users in Pakistan. International Review of Management and Marketing, 7 (1), 379–388.
  • Reichheld, F.F., Sasser, W.E. (1990). Zero defections: quality comes to service. Harvard Business Review, 68 (5), 105–111.
  • Smith, A.K., & Bolton, R.N. (2002). The effect of customers’ emotional responses to service failures on their recovery effort evaluations and satisfaction judgments. Journal of the Academy of Marketing Science, 30 (1), 5–23.
  • Stokburger-Sauer, N., Ratneshwar, S. & Sen, S. (2012). Drivers of consumer-brand identification. International Journal of Research in Marketing, 29 (4), 406–418.
  • Söderlund, M. (2001). 1. uppl. edn. Den lojala kunden (s. 26-27). M. Söderlund, Malmö: Liber Ekonomi.
  • Sweeney, J. C., & Soutar, G.N. (2001). Consumer perceived value : The development of a multiple item scale. Journal of Retailing, 77 (2), 203–220.
  • Torres, P., Augusto, M., & Godinho, P. (2017). Predicting high consumer-brand identification and high repurchase: Necessary and sufficient conditions. Journal of Business Research Journal, 79, 52–65.
  • Van Rekom, J., Jacobs, G., & Verlegh, P.W. (2006). Measuring and managing the essence of a brand personality. Marketing Letters, 17 (3), 181–192.
  • Veloutsou, C. (2015). Brand evaluation , satisfaction and trust as predictors of brand loyalty : the mediator- moderator effect of brand relationships. Journal of Consumer Marketing, 32 (6), 405–421.
  • Wang, Y., Po Lo, H., Chi, R., & Yang, Y. (2004). An integrated framework for customer value and customer-relationship-management performance: A customer-based perspective from China. Managing Service Quality: An International Journal, 14 (2), 169–182.
  • Wikström, S., & Richard, N. (1994). Knowledge and value : a new perspective on corporate transformation, London & New York: Routledge.
  • Wilson, A., & Persson, N. (2017). The interplay between brand loyalty and brand satisfaction. A qualitative study of consumers in the clothing industry. Uppsala University, Bachelor Programme in Business and Economics, Sweden.
  • 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.
  • Woodruff, R.B. (1997). Customer value : The next source for competitive advantage. Journal of the Academy of Marketing Science, 25 (2), 139–153.
  • 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.
  • 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 47 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Ece Aksu Armağan 0000-0001-5371-219X

Elif Arık 0000-0002-4305-1567

Mertcan Mert 0000-0002-9891-5983

Yayımlanma Tarihi 5 Haziran 2020
Gönderilme Tarihi 14 Mayıs 2019
Yayımlandığı Sayı Yıl 2020 Cilt: 22 Sayı: 2

Kaynak Göster

APA Aksu Armağan, E., Arık, E., & Mert, M. (2020). TÜKETİCİ DEĞERİ VE TÜKETİCİ-MARKA KİMLİĞİNİN MARKA SADAKATİNE OLAN ETKİSİ: AKILLI TELEFON ÖRNEĞİ. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 22(2), 623-653. https://doi.org/10.16953/deusosbil.564804