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Marka İlişki Kalitesi ve İlişkisel Normların Davranışsal Niyet Üzerindeki Etkisi

Year 2018, Volume: 22 Issue: 4, 2213 - 2236, 31.12.2018

Abstract

Araştırmanın amacı, marka ilişki kalitesi ve
ilişkisel norm boyutlarının davranışsal niyet üzerindeki etkisini
belirlemektir. Bu temel amaç yanında araştırmanın diğer amaçları şunlardır;
araştırmaya konu olan bireylerin demografik özelliklerini tespit etmek, marka
ile olan ilişki kalitelerini ve ilişkisel normlarını ölçmektir. Veri toplama
metodu olarak anket yöntemi seçilmiştir. Anket çalışması kolayda örnekleme
yöntemi kullanılarak yapılmıştır. Araştırmanın ana kütlesini Erzurum il
sınırlarında yaşayan 18 yaş ve üzeri katılımcılar oluşturmaktadır. 412 kişiye
uygulanan anketin hatalı ve eksik cevapları elendikten sonra 396 adet anket
formu değerlendirmeye tabi tutulmuştur. Yapılan çoklu regresyon analizi
sonucunda, marka ilişki kalitesinin ve ilişkisel normun davranışsal niyet üzerinde
etkili olduğu belirlenmiştir. Araştırma sonuçlarına göre, marka ilişki
kalitesinin aşk/tutku, ortak kalitesi, adanmışlık boyutlarının davranışsal
niyet üzerinde etkisi olduğu ancak kişisel bağ, karşılıklı bağımlılık ve
samimiyet boyutlarının davranışsal niyet üzerinde etkisi olmadığı
belirlenmiştir. Son olarak ise ilişkisel normun dayanışma, esneklik,
karşılıklılık ve bilgi değişimi boyutlarının davranışsal niyet üzerinde etkisi
olduğu belirlenmiştir.

References

  • Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name, The Free Press, New York.
  • Aaker, J., Fournier, S., & Brasel, S. A. (2004). “When Good Brands Do Bad”. Journal of Consumer Research, 31(1), 1-16.
  • Ahluwalia, R., Burnkrant, R. E., & Unnava, H. R. (2000). “Consumer Response To Negative Publicity: The Moderating Role Of Commitment”. Journal of Marketing Research, 37(2), 203-214.
  • Ajzen, I. (1991). “The Theory Of Planned Behavior”. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
  • Altman, I., & Taylor, D. A. (1973). Social Penetration: The development of Interpersonal Relationships. Holt, Rinehart & Winston.
  • Anderson, E. W. (1994). “Cross-Category Variation In Customer Satisfaction and Retention”. Marketing letters, 5(1), 19-30.
  • Anderson, E., & Weitz, B. (1992). “The Use of Pledges to Build and Sustain Commitment in Distribution Channels”. Journal of marketing research, 18-34.
  • Barnes James G. (2003). “Establishing Meaningful Customer Relationships: Why Some Companies And Brands Mean More To Their Customer.” Managing Service Quality, 13,3,178-186.
  • Bersheid, E., & Peplau, L. A. (1983). The Emerging Science of Relationships. HH Kelley, E. Berscheid, A. Christensen, JH, Harvey, TL Huston, G. Levinger, E. McClintock, LA Peplau, & DR Petterson (Eds.), Close relationships, 1-19.
  • Blackston, M. (2000). “Observations: Building Brand Equity By Managing The Brand's Relationships”. Journal of Advertising Research, 40(6), 101-105.
  • Blackston, M. (1992). “Observations: Building Brand Equity By Managing The Brand's Relationships”. Journal of Advertising Research, 32(3), 79-83.
  • Carroll, B. A., & Ahuvia, A. C. (2006). “Some Antecedents and Outcomes of Brand Love”. Marketing Letters, 17(2), 79-89.
  • Chaudhuri, A., & Holbrook, M. B. (2002). “Product-Class Effects on Brand Commitment and Brand Outcomes: The Role of Brand Trust and Brand Affect”. Journal of Brand Management, 10(1), 33-58.
  • Cowles, D. L. (1997). “The Role of Trust in Customer Relationships: Asking The Right Questions”. Management Decision, 35(4), 273-282.
  • Crosby, L. A., Evans, K. R., & Cowles, D. (1990). “Relationship Quality In Services Selling: An Interpersonal Influence Perspective”. The Journal of Marketing, 68-81.
  • Cross, L. (2000). “Customer Intimacy: The Bonds that Go Beyond”. Graphic Arts Monthly, 72(5), 68-74.
  • Dowling, G. (2002). “Customer Relationship Management: In B2C Markets, Often Less Is More”. California Management Review, 44(3), 87-104.
  • Dwyer, F. R., Schurr, P. H., & Oh, S. (1987). “Developing Buyer-Seller Relationships”. The Journal of Marketing, 11-27.
  • Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
  • Fornier, S. (1994). “A Consumer-Based Relationship Framework for Strategic Brand Management”. Unpublished PhD dissertation, University of Florida.
  • Fournier Susan. (1998). “Consumers and Their Brands:Developing Relationship Theory in Consumer Research.” Journal of Consumer Research, 24, March, 343-373.
  • Fournier, S., & Mick, D. G. (1999). “Rediscovering Satisfaction”. The Journal of Marketing, 5-23.
  • Ganesan, S. (1994). “Determinants of Long-Term Orientation in Buyer-Seller Relationships”. The Journal of Marketing, 1-19.
  • Heide, J. B., & John, G. (1992). “Do Norms Matter in Marketing Relationships?”. The Journal of Marketing, 32-44.
  • Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). “Customer Repurchase Intention: A General Structural Equation Model”. European Journal of Marketing, 37(11/12), 1762-1800.
  • Huber, F., Vollhardt, K., Matthes, I., & Vogel, J. (2010). “Brand Misconduct: Consequences on Consumer–Brand Relationships”. Journal of Business Research, 63(11), 1113-1120.
  • Hudson, S., Roth, M. S., Madden, T. J., & Hudson, R. (2015). “The Effects of Social Media on Emotions, Brand Relationship Quality, And Word of Mouth: An Empirical Study of Music Festival Attendees”. Tourism Management, 47, 68-76.
  • Kaufmann, P. J., & Dant, R. P. (1992). “The Dimensions of Commercial Exchange”. Marketing Letters, 3(2), 171-185.
  • Kaufmann, P. J., & Stern, L. W. (1988). “Relational Exchange Norms, Perceptions of Unfairness, and Retained Hostility in Commercial Litigation”. Journal of Conflict Resolution, 32(3), 534-552.
  • Kumar, N., Scheer, L. K., & Steenkamp, J. B. E. (1995). “The Effects of Supplier Fairness on Vulnerable Resellers”. Journal of Marketing Research, 54-65.
  • Kurtuluş, K. (1998). Pazarlama Araştırmaları, İÜ İşletme Fakültesi Yayınları No 274, 6. Baskı İstanbul.
  • Leung, L. C., Bougoure, U. S., & Miller, K. W. (2014). “The Effects of Affective and Utilitarian Brand Relationships on Brand Consideration”. Journal of Brand Management, 21(6), 469-484.
  • Lin, J. S. C., & Hsieh, P. L. (2007). “The Influence Of Technology Readiness On Satisfaction and Behavioral Intentions Toward Self-Service Technologies”. Computers in Human Behavior, 23(3), 1597-1615.
  • Macneil, I. R. (1980). The new social contract New Haven. Google Scholar.
  • Ng, S., & Houston, M. J. (2006). “Exemplars or Beliefs? The Impact of Self-View on The Nature and Relative Influence of Brand Associations”. Journal of Consumer Research, 32(4), 519-529.
  • Noordewier, T. G., John, G., & Nevin, J. R. (1990). “Performance Outcomes of Purchasing Arrangements in Industrial Buyer-vendor Relationships”. The Journal of Marketing, 80-93.
  • Paker, S. (2010). Denizde Sportif Faaliyetlete Yönelik Tüketici Davranışı Analizi. Yayınlanmamış Doktora Tezi, Dokuz Eylül Üniversitesi Sosyal Bilimleri Enstitüsü.
  • Palmatier, R. W., Dant, R. P., Grewal, D., & Evans, K. R. (2006). “Factors Influencing The Effectiveness of Relationship Marketing: A Meta-Analysis”. Journal of Marketing, 70(4), 136-153.
  • Park, S. Y., & Lee, E. M. (2005). “Congruence between Brand Personality and Self-Image, and The Mediating Roles of Satisfaction and Consumer-Brand Relationship on Brand Loyalty”. ACR Asia-Pacific Advances.
  • Pichler, E. A., & Hemetsberger, A. (2007). “'Hopelessly Devoted to You'-Towards an Extended Conceptualization of Consumer Devotion”. ACR North American Advances.
  • Prasad, R. K., & Jha, M. K. (2014). “Consumer Buying Decisions Models: A Descriptive Study”. International Journal of Innovation and Applied Studies, 6(3), 335.
  • Scanzoni, J. (1979). “Social Exchange And Behavioral Interdependence”. In Social exchange in developing relationships(pp. 61-98).
  • Schultz, S. E., Kleine, R. E., & Kernan, J. B. (1989). “‘These Are a few of My Favorite Things’: Toward an Explication of Attachment as a Consumer Behavior Construct”. Advances in Consumer Research, 16(1), 359-366.
  • Sirgy, M. J. (1986). Self-Congruity: Toward A Theory of Personality and Cybernetics. Praeger Publishers/Greenwood Publishing Group. Smit, E., Bronner, F., & Tolboom, M. (2007). “Brand Relationship Quality and Its Value for Personal Contact”. Journal of business research, 60(6), 627-633.,
  • Spreng, R. A., Harrell, G. D., & Mackoy, R. D. (1995). “Service Recovery: Impact on Satisfaction and Intentions”. Journal of Services Marketing, 9(1), 15-23.
  • Swaminathan, V., Page, K. L., & Gürhan-Canli, Z. (2007). ““My” Brand or “Our” Brand: The Effects of Brand Relationship Dimensions and Self-Construal on Brand Evaluations”. Journal of Consumer Research, 34(2), 248-259.
  • Thorbjørnsen, H., Supphellen, M., Nysveen, H., & Egil, P. (2002). “Building Brand Relationships Online: A comparison of Two Interactive Applications”. Journal of Interactive Marketing, 16(3), 17-34.
  • Valta, K. S. (2013). “Do Relational Norms Matter in Consumer-Brand Relationships?”. Journal of Business Research, 66(1), 98-104.
  • Warshaw, P. R., & Davis, F. D. (1985). “Disentangling Behavioral Intention and Behavioral Expectation”. Journal of Experimental Social Psychology, 21(3), 213-228.
  • Whang, Y. O., Allen, J., Sahoury, N., & Zhang, H. (2004). “Falling In Love with A Product: The Structure of a Romantic Consumer-Product Relationship”. ACR North American Advances.
  • Wulf, K. D., Odekerken-Schröder, G., & Iacobucci, D. (2001). “Investments in Consumer Relationships: A Cross-Country and Cross-Industry Exploration”. Journal of Marketing, 65(4), 33-50.
  • Xie, D., & Heung, V. C. (2012). “The Effects of Brand Relationship Quality on Responses to Service Failure of Hotel Consumers”. International Journal of Hospitality Management, 31(3), 735-744.
  • Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). “The Behavioral Consequences of Service Quality”. The Journal of Marketing, 31-46.
Year 2018, Volume: 22 Issue: 4, 2213 - 2236, 31.12.2018

Abstract

References

  • Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name, The Free Press, New York.
  • Aaker, J., Fournier, S., & Brasel, S. A. (2004). “When Good Brands Do Bad”. Journal of Consumer Research, 31(1), 1-16.
  • Ahluwalia, R., Burnkrant, R. E., & Unnava, H. R. (2000). “Consumer Response To Negative Publicity: The Moderating Role Of Commitment”. Journal of Marketing Research, 37(2), 203-214.
  • Ajzen, I. (1991). “The Theory Of Planned Behavior”. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
  • Altman, I., & Taylor, D. A. (1973). Social Penetration: The development of Interpersonal Relationships. Holt, Rinehart & Winston.
  • Anderson, E. W. (1994). “Cross-Category Variation In Customer Satisfaction and Retention”. Marketing letters, 5(1), 19-30.
  • Anderson, E., & Weitz, B. (1992). “The Use of Pledges to Build and Sustain Commitment in Distribution Channels”. Journal of marketing research, 18-34.
  • Barnes James G. (2003). “Establishing Meaningful Customer Relationships: Why Some Companies And Brands Mean More To Their Customer.” Managing Service Quality, 13,3,178-186.
  • Bersheid, E., & Peplau, L. A. (1983). The Emerging Science of Relationships. HH Kelley, E. Berscheid, A. Christensen, JH, Harvey, TL Huston, G. Levinger, E. McClintock, LA Peplau, & DR Petterson (Eds.), Close relationships, 1-19.
  • Blackston, M. (2000). “Observations: Building Brand Equity By Managing The Brand's Relationships”. Journal of Advertising Research, 40(6), 101-105.
  • Blackston, M. (1992). “Observations: Building Brand Equity By Managing The Brand's Relationships”. Journal of Advertising Research, 32(3), 79-83.
  • Carroll, B. A., & Ahuvia, A. C. (2006). “Some Antecedents and Outcomes of Brand Love”. Marketing Letters, 17(2), 79-89.
  • Chaudhuri, A., & Holbrook, M. B. (2002). “Product-Class Effects on Brand Commitment and Brand Outcomes: The Role of Brand Trust and Brand Affect”. Journal of Brand Management, 10(1), 33-58.
  • Cowles, D. L. (1997). “The Role of Trust in Customer Relationships: Asking The Right Questions”. Management Decision, 35(4), 273-282.
  • Crosby, L. A., Evans, K. R., & Cowles, D. (1990). “Relationship Quality In Services Selling: An Interpersonal Influence Perspective”. The Journal of Marketing, 68-81.
  • Cross, L. (2000). “Customer Intimacy: The Bonds that Go Beyond”. Graphic Arts Monthly, 72(5), 68-74.
  • Dowling, G. (2002). “Customer Relationship Management: In B2C Markets, Often Less Is More”. California Management Review, 44(3), 87-104.
  • Dwyer, F. R., Schurr, P. H., & Oh, S. (1987). “Developing Buyer-Seller Relationships”. The Journal of Marketing, 11-27.
  • Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
  • Fornier, S. (1994). “A Consumer-Based Relationship Framework for Strategic Brand Management”. Unpublished PhD dissertation, University of Florida.
  • Fournier Susan. (1998). “Consumers and Their Brands:Developing Relationship Theory in Consumer Research.” Journal of Consumer Research, 24, March, 343-373.
  • Fournier, S., & Mick, D. G. (1999). “Rediscovering Satisfaction”. The Journal of Marketing, 5-23.
  • Ganesan, S. (1994). “Determinants of Long-Term Orientation in Buyer-Seller Relationships”. The Journal of Marketing, 1-19.
  • Heide, J. B., & John, G. (1992). “Do Norms Matter in Marketing Relationships?”. The Journal of Marketing, 32-44.
  • Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). “Customer Repurchase Intention: A General Structural Equation Model”. European Journal of Marketing, 37(11/12), 1762-1800.
  • Huber, F., Vollhardt, K., Matthes, I., & Vogel, J. (2010). “Brand Misconduct: Consequences on Consumer–Brand Relationships”. Journal of Business Research, 63(11), 1113-1120.
  • Hudson, S., Roth, M. S., Madden, T. J., & Hudson, R. (2015). “The Effects of Social Media on Emotions, Brand Relationship Quality, And Word of Mouth: An Empirical Study of Music Festival Attendees”. Tourism Management, 47, 68-76.
  • Kaufmann, P. J., & Dant, R. P. (1992). “The Dimensions of Commercial Exchange”. Marketing Letters, 3(2), 171-185.
  • Kaufmann, P. J., & Stern, L. W. (1988). “Relational Exchange Norms, Perceptions of Unfairness, and Retained Hostility in Commercial Litigation”. Journal of Conflict Resolution, 32(3), 534-552.
  • Kumar, N., Scheer, L. K., & Steenkamp, J. B. E. (1995). “The Effects of Supplier Fairness on Vulnerable Resellers”. Journal of Marketing Research, 54-65.
  • Kurtuluş, K. (1998). Pazarlama Araştırmaları, İÜ İşletme Fakültesi Yayınları No 274, 6. Baskı İstanbul.
  • Leung, L. C., Bougoure, U. S., & Miller, K. W. (2014). “The Effects of Affective and Utilitarian Brand Relationships on Brand Consideration”. Journal of Brand Management, 21(6), 469-484.
  • Lin, J. S. C., & Hsieh, P. L. (2007). “The Influence Of Technology Readiness On Satisfaction and Behavioral Intentions Toward Self-Service Technologies”. Computers in Human Behavior, 23(3), 1597-1615.
  • Macneil, I. R. (1980). The new social contract New Haven. Google Scholar.
  • Ng, S., & Houston, M. J. (2006). “Exemplars or Beliefs? The Impact of Self-View on The Nature and Relative Influence of Brand Associations”. Journal of Consumer Research, 32(4), 519-529.
  • Noordewier, T. G., John, G., & Nevin, J. R. (1990). “Performance Outcomes of Purchasing Arrangements in Industrial Buyer-vendor Relationships”. The Journal of Marketing, 80-93.
  • Paker, S. (2010). Denizde Sportif Faaliyetlete Yönelik Tüketici Davranışı Analizi. Yayınlanmamış Doktora Tezi, Dokuz Eylül Üniversitesi Sosyal Bilimleri Enstitüsü.
  • Palmatier, R. W., Dant, R. P., Grewal, D., & Evans, K. R. (2006). “Factors Influencing The Effectiveness of Relationship Marketing: A Meta-Analysis”. Journal of Marketing, 70(4), 136-153.
  • Park, S. Y., & Lee, E. M. (2005). “Congruence between Brand Personality and Self-Image, and The Mediating Roles of Satisfaction and Consumer-Brand Relationship on Brand Loyalty”. ACR Asia-Pacific Advances.
  • Pichler, E. A., & Hemetsberger, A. (2007). “'Hopelessly Devoted to You'-Towards an Extended Conceptualization of Consumer Devotion”. ACR North American Advances.
  • Prasad, R. K., & Jha, M. K. (2014). “Consumer Buying Decisions Models: A Descriptive Study”. International Journal of Innovation and Applied Studies, 6(3), 335.
  • Scanzoni, J. (1979). “Social Exchange And Behavioral Interdependence”. In Social exchange in developing relationships(pp. 61-98).
  • Schultz, S. E., Kleine, R. E., & Kernan, J. B. (1989). “‘These Are a few of My Favorite Things’: Toward an Explication of Attachment as a Consumer Behavior Construct”. Advances in Consumer Research, 16(1), 359-366.
  • Sirgy, M. J. (1986). Self-Congruity: Toward A Theory of Personality and Cybernetics. Praeger Publishers/Greenwood Publishing Group. Smit, E., Bronner, F., & Tolboom, M. (2007). “Brand Relationship Quality and Its Value for Personal Contact”. Journal of business research, 60(6), 627-633.,
  • Spreng, R. A., Harrell, G. D., & Mackoy, R. D. (1995). “Service Recovery: Impact on Satisfaction and Intentions”. Journal of Services Marketing, 9(1), 15-23.
  • Swaminathan, V., Page, K. L., & Gürhan-Canli, Z. (2007). ““My” Brand or “Our” Brand: The Effects of Brand Relationship Dimensions and Self-Construal on Brand Evaluations”. Journal of Consumer Research, 34(2), 248-259.
  • Thorbjørnsen, H., Supphellen, M., Nysveen, H., & Egil, P. (2002). “Building Brand Relationships Online: A comparison of Two Interactive Applications”. Journal of Interactive Marketing, 16(3), 17-34.
  • Valta, K. S. (2013). “Do Relational Norms Matter in Consumer-Brand Relationships?”. Journal of Business Research, 66(1), 98-104.
  • Warshaw, P. R., & Davis, F. D. (1985). “Disentangling Behavioral Intention and Behavioral Expectation”. Journal of Experimental Social Psychology, 21(3), 213-228.
  • Whang, Y. O., Allen, J., Sahoury, N., & Zhang, H. (2004). “Falling In Love with A Product: The Structure of a Romantic Consumer-Product Relationship”. ACR North American Advances.
  • Wulf, K. D., Odekerken-Schröder, G., & Iacobucci, D. (2001). “Investments in Consumer Relationships: A Cross-Country and Cross-Industry Exploration”. Journal of Marketing, 65(4), 33-50.
  • Xie, D., & Heung, V. C. (2012). “The Effects of Brand Relationship Quality on Responses to Service Failure of Hotel Consumers”. International Journal of Hospitality Management, 31(3), 735-744.
  • Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). “The Behavioral Consequences of Service Quality”. The Journal of Marketing, 31-46.
There are 53 citations in total.

Details

Primary Language Turkish
Journal Section Makaleler
Authors

Tevfik Şükrü Yapraklı

Zeynep Kaçer

Musa Ünalan

Publication Date December 31, 2018
Published in Issue Year 2018 Volume: 22 Issue: 4

Cite

APA Yapraklı, T. Ş., Kaçer, Z., & Ünalan, M. (2018). Marka İlişki Kalitesi ve İlişkisel Normların Davranışsal Niyet Üzerindeki Etkisi. Atatürk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 22(4), 2213-2236.

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