MARKAYA SAHİP OLAN VE OLMAYAN TÜKETİCİLERİN MARKAYA YÖNELİK KREDİBİLİTE VE DEĞER ALGISI FARKI

Ulun AKTURAN, Zehra BOZBAY
1.947 838

Öz


Bu çalışmanın amacı marka sahibi olan ve olmayan tüketicilerin marka kredibilitesi ve değer algılamaları açısından farklılaşıp farklılaşmadığının tespit edilmesidir. Güçlü markalar yaratma noktasında marka kredibilitesi ve algılanan değer iki önemli araçtır. Literatürde marka sahibi olan ve olmayan müşterilere ilişkin memnuniyet ve risk algılarını inceleyen pek çok çalışma bulunmakla birlikte sahiplik düzeyine göre marka kredibilite  ve değer algılarına ilişkin çalışma bulunmamaktadır. Buradan harekete bu çalışma hem bu boşluğu doldurmayı hem de marka yönetimine ilişkin olarak yapılacak çalışmalara farklı bir bakış açısı kazandırmayı hedeflemektedir.  Çalışmada yüz yüze anket tekniği kullanılarak 458 geçerli anket toplanmıştır. Araştırma bulguları, markaya sahip olan ve olmayan tüketicilerin marka kredibilitesi ve fonksiyonel değer, duygusal değer ve parasal değer algılamaları açısından farklılaştığını ortaya koymuştur. Buna ek olarak, marka sahibi olanlar olmayanlara oranla daha olumsuz algılara sahip oldukları saptanmıştır.

Anahtar Kelimeler: Marka Kredibilitesi, Algılanan Değer, Marka Sahipliği, T Testi.  

JEL Sınıflandırması: M31

 BRAND CREDIBILITY AND VALUE PERCEPTION DIFFERENCES BETWEEN BRAND OWNERS AND NON-OWNERS

ABSTRACT         

The aim of this study is to determine differences between brand credibility and value perceptions of brand owners and non-owners. Brand credibility and perceived value are two important tools to create strong brands. In the literature there are many studies examining satisfaction and risk perception differences between brand owners and non-owners but there are no study regarding the brand credibility and value perceptions based on the brand ownership. In this context, 458 valid questionnaires were collected using face-to-face survey. Research findings revealed that brand owners and non-owners have significant differences in terms of brand credibility and functional value, emotional value and monetary value perceptions. In addition, it is found that brand owners compared to non-owners have more negative perceptions towards the brand.

Keywords: Brand Credibility, Perceived Value, Brand Ownership, T Test

JEL Classification: M31


Tam metin:

PDF


DOI: http://dx.doi.org/10.18092/ijeas.13411

Referanslar


Baek, T. H., Kım, J., ve Yu, J. H. (2010). The Differential Roles Of Brand Credibility And Brand Prestige In Consumer Brand Choice. Psychology & Marketing, 27(7), 662-678.

Beggan, J. K. (1992). On the Social Nature of Nonsocial Perception: The Mere Ownership Effect”. Journal of Personality and Social Psychology, 62(2), 229-237

Chapman, J., ve Wahlers, R. (1999). A Revision and Emprical Test of The Extended Price-Perceived Quality Model. Journal of Marketing Theory and Practice, 7(3), 53-63.

Csikszentmıhalyı, M., ve Halton, E. (1981). The Meaning of Things: Domestic Symbols and the Self. Cambridge University Press.

Czınkota, M. R., Kotabe, M., ve Mercıer D. (1997). Marketing Management: Text And Cases, Blackwell Publishers Ltd., Usa

Dodds, W. B., ve Monroe, K. B. (1985). The Effect Of Brand And Price Information On Subjective Product Evaluations. Advances İn Consumer Research, 12, 85-90.

Dowling, G. R. (1986). Perceived Risk: The Concept And Its Measurement. Psychology And Marketing, 3, 193-210.

Engel, J. F., Blackwell, R. D., ve Miniard P. W. (1995). Consumer Behavior, International Edition, The Dryden Press, Us.

Erdem, T. Ve Swaıt, J. (2004). Brand Credibility, Brand Consideration And Choice. Journal Of Consumer Research, 31(1), 191-198.

Erdem T., Swait, J., ve Valenzuela, A. (2006). Brands As Signals: A Cross-Country Validation Study. Journal of Marketing, 70(1), 34-49.

Furby, L. (1978). Possession In Humans: An Exploratory Study of Its Meaning And Motivation. Social Behavior And Personality: An International Journal, 6(1), 49-65.

Gentile, C., Spiller, N. ve 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.

Grewal, D. (1995). Product Quality Expectations: Towards An Understanding Of Their Antecedents And Consequences. Journal Of Business And Psychology, 9(3), 225-237.

Hellier, P. K., Gus, G. M., Carr, R. A. Ve Rickard, J. A. (2003). Customer Repurchase Intention A General Structural Equation Model. European Journal Of Marketing, 37(11/12), 1762-1800.

Hung, K. (2004). Consumer Decision-Making, Perceived Product Value, And Purchasing Behavior In The Taipei Digital Camera Market, Unpublished Phd Dissertation, University Of Incarnate Word, Usa.

Kapferer, J. (1992). Strategic Brand Management New Approaches To Creating And Evaluating Brand Equity, The Free Press, Usa.

Kjeldgaard, D., Ve Askegaard, S. (2006). The Glocalization Of Youth Culture: The Global Youth Segment As Structures Of Common Difference. Journal Of Consumer Research,33(2), 231-247.

Kotler, P., ve Armstrong G. (2004). Principles Of Marketing, 10th. Edition, Pearson Education International, Usa.

Mcdougall, G. H. G., ve Levesque, T. (2000). Customer Satisfaction With Services: Putting Perceived Value Into The Equation. Journal Of Services Marketing, 14(5), 392-410.

Meyer, C., ve Schwager, A. (2007). Understanding Customer Experience. Harvard Business Review, 85(2), 116-127

Mıtchell, V., Ve Boustani, P. (1992). Market Development Using New Products And New Customers: A Role For Perceived Risk”, European Journal Of Marketing, 27( 2), 17-32.

Monroe, K. B., Ve Chapman, J. D. (1987). Framing Effects On Buyers’ Subjective Product Evaluations. Advances İn Consumer Research, 14(1), 193-197.

Mucuk, İ. (2001). Pazarlama İlkeleri, 13. Basım, Türkmen Kitabevi, İstanbul.

Musa, R., Pallister, J., ve Robson, M. (2005). The Roles Of Perceived Value, Perceived Equity and Relational Commitment in A Disconfirmation Paradigm Framework: An Initial Assessment in A Relationship-Rich Consumption Environment. Advances in Consumer Research, 32, 349-356.

Odabaşı, Y., ve Barış, G. (2003). Tüketici Davranışı, Mediacat Akademi, İstanbul.

Oh, H. (2000). The Effect Of Brand Class, Brand Awareness And Price On Customer Value And Behavioral Intentions. Journal Of Hospitality And Tourism Research, 24(2), 136-162.

Patterson, P.G. ve Spreng, R.A. (1997). Modelling The Relationship Between Per-ceived Value, Satisfaction, And Repurchase Intentions In A Business-To-Busienss Services Context: An Emprical Examination”, International Journal Of Service In-dustry Management, 8 (5), 414-434

Prentıce, D. A. (1987). Psychological Correspondence of Possessions, Attitudes, and Values, Journal Of Personality And Social Psychology, 53(6), 993- 1003

Rajendran, K. N., ve. Hariharan, H. S. (1996). Understanding Value: The Role Of Consumer Preferences. The Journal Of Marketing Management, 5(1), 8-19.

Saks, A., ve Johns, G. (2011). Perception, Attribution, And Judgment Of Others, Perception, Attribution, Andjudgment Of Others. Organizational Behaviour: Understanding And Managing Life At Work. 73-77.

Solomon, M. R. (1999). Consumer Behavior, Prentice Hall Inc., Usa.

Sweeney, J. S., ve Soutar, G. N. (2001). Consumer Perceived Value: The Development of A Multiple Item Scale, Journal of Retailing, 77, 203-220.

Sweeney, J., ve Swait, J. (2008). The Effects of Brand Credibility On Customer Loyalty. Journal Of Retailing And Consumer Services, 15(3), 179-193.

Teas, K. R., ve Agarwal, S. (2000). The Effects Of Extrinsic Product Cues On Consumers’ Perceptions of Quality, Sacrifice, And Value. Journal Of The Academy And Marketing Science, 28(2), 278-290.

Tek, Ö. B. (1999). Pazarlama İlkeleri Global Yönetimsel Yaklaşım Türkiye Uygu-lamaları, 8. Baskı, Beta Basım A.Ş., İstanbul.

Uzun, Y., ve Erdil, T. S. (2003). Marka Yayma Stratejilerinde Ürün Benzerliğinin Tüketici Değerlendirmesindeki Etkisi Ve Seçilen Markalarda Bir Uygulama. 8. Ulu-sal Pazarlama Kongresi, Kayseri, 172-196.

Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., Ve Schlesinger, L. A. (2009). Customer Experience Creation: Determinants, Dynamics And Management Strategies. Journal Of Retailing, 85(1), 31-41.

Woodruff, R. B. (1997). Customer Value: The Next Source for Competitive Advantage. Journal of the Academy of Marketing Science, 25(2), 139-153.

Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52, 2-22.




Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 License.

______________________________________________________________________________________________

Karadeniz Teknik Üniversitesi-İktisadi ve İdari Bilimler Fakültesi. Oda No:213 61080 TRABZON
Telephone :04623772908 -0533 231 72 27- 0553 278 49 24 

Fax: 0462 325 72 81    Email :uiiidergisi@gmail.com