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Marka Mirası Kavramı ve Hizmetlerde Marka Mirasına Yönelik Bir Ölçek Değerlendirmesi

Year 2014, Volume: 14 Issue: 1, 105 - 113, 29.03.2014
https://doi.org/10.18037/ausbd.44285

Abstract

Günümüzün yoğun rekabet ortamında kurumsal marka kimliğinin bir boyutu olarak marka mirası, işletmeler için oldukça önemli hale gelmektedir. Özellikle tüketici tercihlerinin, işletmelerin başarısı ve rekabet avantajı elde etmede oynadığı rol, konunun önemini giderek artırmaktadır. Çalışmanın ana konusunu, Wiedmann ve diğ. (2011)’nin geliştirmiş oldukları marka mirası modeli ve ölçeğinin, farklı kültür ve sektörde uygulanması ve geçerliliğinin sınanması oluşturmaktadır. Araştırma model ve hipotezlerinin değerlendirilebilmesinde nicel araştırma yöntemi uygulanmıştır. Araştırma kapsamında ilgili model için farklı bir sektör olarak hizmet markaları (iki banka markası) seçilmiş ve değişkenlerin ölçümünde reflektif ile formatif ölçüm modelleri birlikte kullanılmıştır. Araştırma üniversite öğrencileri üzerinde gerçekleştirilmiş, anket yöntemi ile veriler toplanmıştır. Çalışma bulgularında, yazarların geliştirmiş oldukları marka mirası ölçeğinin farklı kültür ve urun/hizmet grubunda geçerli olduğu, ileriki çalışmalarda bu ölçeğin kullanılabileceği belirlenmiştir. Marka mirasının hem müşteri tatminini, hem de marka güvenini olumlu yönde etkilediği ve dolaylı olarak da marka mirasının, tüketicilerin satın alma niyetleri üzerindeki etkisi çalışma sonuçlarında saptanmıştır.

References

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  • Balmer, J. M. T. (2001). Corporate identity, Corporate Branding and Corporate Marketing: Seeing Through The Fog, European Journal of Marketing, 35(3-)4, 248- 91.
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  • Brown, S., Kozinets, R., Sherry, J. F. (2003). Teaching Old Brands New Tricks: Retro Branding and The Revival of Brand Meaning, Journal of Marketing, 67, 19-33.
  • Chaudhuri, A., Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty, Jo- urnal of Marketing, 65(2), 81-93.
  • Cronin, J. J., Brady, M. K., Hult, G. T. M. (2000). As- sessing the Effects of Quality, Value and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments, Journal of Retailing, 76(2), 193-218.
  • Diamantopoulus, A., Winklhofer, H. M. (2001). Index Construction with Formative Indicators: An Alter- native to Scale Development, Journal of Marketing Research, 38 (2), 269–277.
  • Diamantopoulus, A., Riefler, P., Roth, K. P. (2008). Ad- vancing Formative Measurement Models, Journal of Business Research, 61(12), 1203-1218.
  • Fornell, C., Larcker, D. F. (1981). Evaluating Structu- ral Equation Models With Unobservable Variables and Measurement Error, Journal of Marketing Re- search, 18, 39–50.
  • Greyser, S. A. (1997). Janus and Marketing, Reflections on the Future of Marketing, Marketing Science Ins- titute: Boston.
  • Hong, Y. H., Parks, H. (2005). Effects of Consumer Perception of Brand Experience on the Web. Brand Familiarity, Satisfaction and Brand Trust, Journal of Consumer Behavior, 4(6), 438-452.
  • Keller, K. L. (1993). Conceptualizing, Measuring and Managing Customer-Based Brand Equity, Journal of Marketing, 57, 1-22.
  • Kocak, A., Abimbola, T., Ozer, A. (2007). Consumer Brand Equity in a Crosscultural Replication: An Evaluation of a Scale, Journal of Marketing Mana- gement, 23(1-2), 157-173.
  • Muehling, D. D., Sprott, D. E. (2004). The Power of Reflection: An Empirical Examination of Nostalgia Advertising Effects, Journal of Advertising, 33(3), 25–35.
  • Ruyter, K. D., Wetzels, M. (2000). The Role of Cor- porate Image and Extension Similarity in Service Brand Extensions, Journal of Economic Psychology, 21, 639-659.
  • Şahin, Akın, Marka Kimliği, Anadolu Üniversite- si İletişim Fakültesi Dergisi, http://www.journals. istanbul.edu.tr/tr/index.php/iletisim/article/ view/14682/13898, Erişim Tarihi: 10.06.2013.
  • Urde, M., Greyser S. A., Balmer, J. M. T. (2007). Cor- porate Brands with a Heritage, Brand Management, 15(1), 4-19.
  • Weiss, A. M., Anderson, E., Macinnis, D. J. (1999). Re- putation Management As a Motivation for Sales Structure Decisions, Journal of Marketing, 63, 74-89.
  • Wheeler, A.R., Richey R.G, Tokkman, M., Sablynski C. J.,(2006). Retaining Employees For Service Com- petency: The Role Of Corporate Brand Identity, Journal of Brand Management, 14, 96 – 113.
  • Wiedmann, K. P., Hennigs, N., Schmidt, S., Wueste- feld, T. (2011) Drivers and Outcomes of Brand He- ritage: Consumers’ Perception of Heritage Brands in the Automotive Industry, Journal of Marketing Theory and Practice, 19(2), 205–220.
  • Woodside, A. G., Frey, L. L. Daly, R. (1989). Linking Service Quality, Customer Satisfaction and Beha- vioral Intention, Journal of Health Care Marketing, 9(4), 5-17.
  • Yıldırım, A., Şimşek, H. (2003). Sosyal Bilimlerde Nitel Araştırma Yöntemleri, Seçkin Yayıncılık, Ankara.
Year 2014, Volume: 14 Issue: 1, 105 - 113, 29.03.2014
https://doi.org/10.18037/ausbd.44285

Abstract

References

  • Aaker, D. A. (1996). Measuring Brand Equity Across Products and Markets, California Management Re- view, 38(3), 102-120.
  • Balmer, J. M. T. (2001). Corporate identity, Corporate Branding and Corporate Marketing: Seeing Through The Fog, European Journal of Marketing, 35(3-)4, 248- 91.
  • Balmer, J. M. T. (2006), Comprehending Corpora- te Marketing and The Corporate Marketing Mix, Working Paper, Bradford School of Management: Bradford.
  • Balmer, J. M. Y., Greyser, S. S. (2006). Corporate mar- keting: Integrating Corporate Identity, Corporate Branding, Corporate Communications, Corporate Image and Corporate Reputation, European Jour- nal of Marketing, 40(7/8), 730-741.
  • Boush, D. M., Shipp, S., Loken, B., Gençtürk, E., Croc- kett, S., Kennedy, E., Minshall, B., Misurell, D., Rochford, L., Strobel, J. (1987). Affect Generaliza- tion to Similar and Dissimilar Brand Extensions, Psychology & Marketing, 4(3), 225-237.
  • Brown, S., Kozinets, R., Sherry, J. F. (2003). Teaching Old Brands New Tricks: Retro Branding and The Revival of Brand Meaning, Journal of Marketing, 67, 19-33.
  • Chaudhuri, A., Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty, Jo- urnal of Marketing, 65(2), 81-93.
  • Cronin, J. J., Brady, M. K., Hult, G. T. M. (2000). As- sessing the Effects of Quality, Value and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments, Journal of Retailing, 76(2), 193-218.
  • Diamantopoulus, A., Winklhofer, H. M. (2001). Index Construction with Formative Indicators: An Alter- native to Scale Development, Journal of Marketing Research, 38 (2), 269–277.
  • Diamantopoulus, A., Riefler, P., Roth, K. P. (2008). Ad- vancing Formative Measurement Models, Journal of Business Research, 61(12), 1203-1218.
  • Fornell, C., Larcker, D. F. (1981). Evaluating Structu- ral Equation Models With Unobservable Variables and Measurement Error, Journal of Marketing Re- search, 18, 39–50.
  • Greyser, S. A. (1997). Janus and Marketing, Reflections on the Future of Marketing, Marketing Science Ins- titute: Boston.
  • Hong, Y. H., Parks, H. (2005). Effects of Consumer Perception of Brand Experience on the Web. Brand Familiarity, Satisfaction and Brand Trust, Journal of Consumer Behavior, 4(6), 438-452.
  • Keller, K. L. (1993). Conceptualizing, Measuring and Managing Customer-Based Brand Equity, Journal of Marketing, 57, 1-22.
  • Kocak, A., Abimbola, T., Ozer, A. (2007). Consumer Brand Equity in a Crosscultural Replication: An Evaluation of a Scale, Journal of Marketing Mana- gement, 23(1-2), 157-173.
  • Muehling, D. D., Sprott, D. E. (2004). The Power of Reflection: An Empirical Examination of Nostalgia Advertising Effects, Journal of Advertising, 33(3), 25–35.
  • Ruyter, K. D., Wetzels, M. (2000). The Role of Cor- porate Image and Extension Similarity in Service Brand Extensions, Journal of Economic Psychology, 21, 639-659.
  • Şahin, Akın, Marka Kimliği, Anadolu Üniversite- si İletişim Fakültesi Dergisi, http://www.journals. istanbul.edu.tr/tr/index.php/iletisim/article/ view/14682/13898, Erişim Tarihi: 10.06.2013.
  • Urde, M., Greyser S. A., Balmer, J. M. T. (2007). Cor- porate Brands with a Heritage, Brand Management, 15(1), 4-19.
  • Weiss, A. M., Anderson, E., Macinnis, D. J. (1999). Re- putation Management As a Motivation for Sales Structure Decisions, Journal of Marketing, 63, 74-89.
  • Wheeler, A.R., Richey R.G, Tokkman, M., Sablynski C. J.,(2006). Retaining Employees For Service Com- petency: The Role Of Corporate Brand Identity, Journal of Brand Management, 14, 96 – 113.
  • Wiedmann, K. P., Hennigs, N., Schmidt, S., Wueste- feld, T. (2011) Drivers and Outcomes of Brand He- ritage: Consumers’ Perception of Heritage Brands in the Automotive Industry, Journal of Marketing Theory and Practice, 19(2), 205–220.
  • Woodside, A. G., Frey, L. L. Daly, R. (1989). Linking Service Quality, Customer Satisfaction and Beha- vioral Intention, Journal of Health Care Marketing, 9(4), 5-17.
  • Yıldırım, A., Şimşek, H. (2003). Sosyal Bilimlerde Nitel Araştırma Yöntemleri, Seçkin Yayıncılık, Ankara.
There are 24 citations in total.

Details

Primary Language English
Journal Section Articles
Authors

Sertaç Çifci

Meltem Nurtanış Velioğlu

Meftune Özbakır Umut

Publication Date March 29, 2014
Submission Date August 1, 2013
Published in Issue Year 2014 Volume: 14 Issue: 1

Cite

APA Çifci, S., Nurtanış Velioğlu, M., & Özbakır Umut, M. (2014). Marka Mirası Kavramı ve Hizmetlerde Marka Mirasına Yönelik Bir Ölçek Değerlendirmesi. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 14(1), 105-113. https://doi.org/10.18037/ausbd.44285

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