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BRAND LOYALTY AND BRAND SENSITIVITY IN WEAR: THE RESEARCH ON YOUNG PEOPLE

Year 2010, Volume: 1 Issue: 28, 67 - 91, 01.06.2010

Abstract

The purpose of this study was to identify relationship between brand loyalty and brand sensitivity among the students aged 12-19 years studying at primary schools, high schools and at Erciyes University in Kayseri, regarding their socio-cultural, psychological and demographic profile data. appropiating the brand’s new products soon was found a major role in brand loyalty. Morever, the common variable that acted on the relationship between brand loyalty and brand sensitivity was the students’ friends preferences about clothing brand. Their friends’ brand preferences affected both brand loyalty and brand conciousness positively. Communicating within family was positively associated with the level of brand sensitivity. Morever, having a workingmother was positively associated with the level of brand loyalty and brand sensitivity

References

  • AKTUĞLU Işıl Karpat; TEMEL Ayşen; “Tüketiciler Markaları Nasıl Tercih Ediyor? : Kamu Sektörü Çalışanlarının Giysi Markalarını Tercihini Etkileyen Faktörlere Yönelik Bir Araştırma”, Selçuk Üniversitesi, Sosyal Bilimler Enstitü Dergisi, Sayı. 15, Konya, 2006, ss. 43–57.
  • AMINE Abdelmajid; “Consumers’ True Brand Loyalty: The Central Role of Commitment”, Journal of Strategic Marketing, Vol. 6, No. 4, December 1998, pp. 305–319.
  • ASSAEL Henry; Consumer Behavior A Strategic Approach, Houghton Mifflin Company, Boston, Newyork, 2004.
  • BAYRAKTAROĞLU Gül; “Kolayda Mallarda Marka Bağlılığını Etkileyen Faktörler: Hazır Kahve Üzerine Bir Çalışma”, Yönetim ve Ekonomi, Cilt:11, Sayı:2, Celal Bayar Üniversitesi İ.İ.B.F. , Manisa, 2004, ss. 69–84.
  • BEAUDOIN Pierre; LACHANCE Marie J.; ROBITAILLE Jean; “Fassihon Innovativeness, Fashion Diffusion and Brand Sensitivity Among Adolescents”, Journal of Fashion Marketing and Management, Vol. 7, No.1, 2003, pp. 23–30.
  • BERMAN Jodi; The Effects of Arousal on Brand Recall of Product Placement in Movies: Exploring the Relationship Between Low, Medium and High Arousal Levels and Brand Recall, Product Placement Opinions and Purchase Intentions, Journal of Undergraduate Research, Vol. 6, No. 4, January 2005, http://www.clas.ufl.edu/jur/200501/papers/paper_berman. html 14.03.2008
  • BRITTAIN Clay V.; Adolescent Choices and Parent-Peer Cross-Pressures, American Sociological Review, Vol. 28, No. 3, June 1963, pp. 385–391.
  • CAPON Noel; BURKE Marian; “Individual, Product Class and Task-Releated Factors in Consumer Information Processing”, Journal of Consumer Research, Vol.7, December 1980, pp. 314–326.
  • CHURCHILL Gilbert A.; MOSCHIS George P.; “Television and Interpersonal Influences on Adolescent Consumer Learning”, Journal of Consumer Research, Vol. 6, No. 1, June 1979, pp. 23–35.
  • CUNNIGHAM Ross M.; “Brand Loyalty- What, Where, How Much”; Harvard Business Review, Vol. 34, No. 1, January-February 1956, pp.116–128.
  • DURSUN Yunus; Gençlerin Tüketicilik Rolü Kazanmaları, E. Ü. Sosyal Bilimler Enstitüsü, Doktora Tezi, (Danışman: Şükrü Akdoğan), Kayseri 1993.
  • ERWIN Phil; Çocuklukta ve Ergenlikte Arkadaşlık, (Çev. Akınhay, Osman), Alfa Yayınları, Birinci Basım, İstanbul, Ocak 2000.
  • JACOBY Jacob; “Brand Loyalty: A Conceptual Definition”, Proceedings of the 89th Annual Convention of The American Psychological Association, Vol. 6, 1971, pp. 655–656.
  • JOHNSTONE Emma; DODD Christopher A.; Placements As Mediators of Brand Salience Within A UK Cinema Audience, Journal of Marketing Communications, Vol. 6, No. 3, September 2000, pp.141-158
  • KEILLOR Bruce D.; PARKER Stephen R.; ALLEN Schaefer; “Influences on Adolescent Brand Preferences in the United States and Mexico”, Journal of Advertising Research, Vol 36, No. 3, May/June 1996, pp. 47–56.
  • KULAKSIZOĞLU Adnan; Ergenlik Psikolojisi, Remzi Kitabevi, 5. Basım, İstanbul, Ocak 1998.
  • LACHANCE Marie J.; BEAUDOIN Pierre; ROBITAILLE Jean; “Fashion Innovativeness, Fashion Diffusion and Brand Sensitivity Among Adolescents”, Journal of Fashion Marketing and Management, Vol. 7, No. 1, 2003, pp. 23–30.
  • LACHANCE Marie J.; BEAUDOIN Pierre; ROBITAILLE Jean; “Adolescents’ Brand Sensitivity in Apparel Influence of Three Socialization Agents”, International Journal of Consumer Studies, Vol. 27, No. 1, January 2003, pp. 47–57.
  • LACHANCE Marie J.; LACHANCE BEAUDOIN Pierre; “Determinants of Adolescents’ Brand Sensitivity to Clothing”, Family and Consumer Sciences Research Journal, Vol. 34, No. 34, 2006, pp. 312–331.
  • LINDSTROM Martin; Brand Child, GBR: Kogan Page, Limited, London 2003.
  • MICHAELIDOU Nina; DIBB Sally; “Product Involvement: An Application in Clothing”, Journal of Consumer Behaviour, Sep.-Oct. 2006, pp. 442–453.
  • MOSCHIS George P.; MOORE Roy L.; “Decision Making Among the Young: A Socialization Perspective”, The Journal of Consumer Research, Vol. 6, No. 2, Special Issue on Consumer Decision Making, September 1979, pp. 101– 112.
  • NICHOLLS John G.; “Achievement Motivation:Conceptions of Ability, Subjective Experience, Task Choice, and Performance”, Psychological Review, Vol. 91 No. 3, July 1984, pp. 328–346.
  • ODIN Yorick; ODIN Nathalie; VALETTE-FLORENCE Pierre; “Conceptual and Operational Aspects of Brand Loyalty An Emprical Investigation”, Journal of Business Research, Vol. 53, No. 2, August 2001, pp. 75–84.
  • SEOCK Yoo-Kyoung; Analysis of Clothing for Young Customer Retention Based on A Model of Customer Relationship Management via the Internet, Dp. Thesis, Blacksburg, Virginia, July 31, 2003, http://scholar.lib.vt.edu/theses /available/etd–10272003150525/unrestricted/ YKE TD.pdf , (10.02.2008).
  • SHIM Soyeon; KOH Aeran; “Profiling Adolescent Consumer Decision- Making Styles: Effects of Socialzation Agents and Social- Structual Variables”, Clothing and Textiles Research Journal, Vol. 15, No. 1, 1997, pp. 50–59. WARD Scott; “Consumer Socialization”, Journal of Consumer Research, Vol. 1, September 1974, pp. 1–14.
  • WÖRSCHING Martha; “Promotional Culture in German MagazinesRe/Fashioning Gender Difference?”, Debatte, Vol. 8, No. 2, 2000, pp. 177–198.
  • ZEITHAML Valeria A.; BERRY Leonard L.; PARASURAMAN A.; “The Behavioral Consequence of Service Quailty”; Journal of Marketing; Vol. 60, No. 2, April 1996, pp. 31–46.

Giyimde Marka Bağlılığı ve Marka Duyarlılığı: Gençler Üzerine Bir Araştırma

Year 2010, Volume: 1 Issue: 28, 67 - 91, 01.06.2010

Abstract

Çalışmanın temel amacı, gençlerin marka bağlılığını ve marka duyarlılığını etkileyen faktörlerin belirlenmesidir. Bu amaçla, Kayseri ilindeki 12–19 yaş arası 1164 öğrenciden oluşan örnek kitleden veriler toplanmıştır. Araştırma için geliştirilen model ve hipotezler, bu verilerden yararlanılarak test edilmiştir. Korelâsyon, t testi ve regresyon analizleriyle test edilen hipotezler sonucunda, araştırmaya katılan öğrencilerin marka bağlılığı ve marka duyarlılığı arasında olumlu bir ilişki olduğu görülmüştür. Giyimde marka bağlılığını ve marka duyarlılığını olumlu yönde etkileyen en önemli ortak tahmin edici, psikolojik faktörlerdir. Ayrıca, marka bağlılığını ve marka duyarlılığını etkileyen diğer ortak değişken, giyim ürünleri tercihinde arkadaşlarla olan iletişime verilen önemdir. Arkadaşlarla olan iletişime verilen önem, hem marka bağlı- lığını hem de marka duyarlılığını olumlu yönde etkilemektedir. Aile içi iletişim, marka duyarlılığını olumlu olarak etkilemektedir. Annesi çalışan gençlerin marka bağlılık ve marka duyarlılık düzeyleri ile, annesi çalışmayan gençlerin marka bağlılık ve marka duyarlılık düzeyleri arasında anlamlı bir farklılık olduğu görülmektedir

References

  • AKTUĞLU Işıl Karpat; TEMEL Ayşen; “Tüketiciler Markaları Nasıl Tercih Ediyor? : Kamu Sektörü Çalışanlarının Giysi Markalarını Tercihini Etkileyen Faktörlere Yönelik Bir Araştırma”, Selçuk Üniversitesi, Sosyal Bilimler Enstitü Dergisi, Sayı. 15, Konya, 2006, ss. 43–57.
  • AMINE Abdelmajid; “Consumers’ True Brand Loyalty: The Central Role of Commitment”, Journal of Strategic Marketing, Vol. 6, No. 4, December 1998, pp. 305–319.
  • ASSAEL Henry; Consumer Behavior A Strategic Approach, Houghton Mifflin Company, Boston, Newyork, 2004.
  • BAYRAKTAROĞLU Gül; “Kolayda Mallarda Marka Bağlılığını Etkileyen Faktörler: Hazır Kahve Üzerine Bir Çalışma”, Yönetim ve Ekonomi, Cilt:11, Sayı:2, Celal Bayar Üniversitesi İ.İ.B.F. , Manisa, 2004, ss. 69–84.
  • BEAUDOIN Pierre; LACHANCE Marie J.; ROBITAILLE Jean; “Fassihon Innovativeness, Fashion Diffusion and Brand Sensitivity Among Adolescents”, Journal of Fashion Marketing and Management, Vol. 7, No.1, 2003, pp. 23–30.
  • BERMAN Jodi; The Effects of Arousal on Brand Recall of Product Placement in Movies: Exploring the Relationship Between Low, Medium and High Arousal Levels and Brand Recall, Product Placement Opinions and Purchase Intentions, Journal of Undergraduate Research, Vol. 6, No. 4, January 2005, http://www.clas.ufl.edu/jur/200501/papers/paper_berman. html 14.03.2008
  • BRITTAIN Clay V.; Adolescent Choices and Parent-Peer Cross-Pressures, American Sociological Review, Vol. 28, No. 3, June 1963, pp. 385–391.
  • CAPON Noel; BURKE Marian; “Individual, Product Class and Task-Releated Factors in Consumer Information Processing”, Journal of Consumer Research, Vol.7, December 1980, pp. 314–326.
  • CHURCHILL Gilbert A.; MOSCHIS George P.; “Television and Interpersonal Influences on Adolescent Consumer Learning”, Journal of Consumer Research, Vol. 6, No. 1, June 1979, pp. 23–35.
  • CUNNIGHAM Ross M.; “Brand Loyalty- What, Where, How Much”; Harvard Business Review, Vol. 34, No. 1, January-February 1956, pp.116–128.
  • DURSUN Yunus; Gençlerin Tüketicilik Rolü Kazanmaları, E. Ü. Sosyal Bilimler Enstitüsü, Doktora Tezi, (Danışman: Şükrü Akdoğan), Kayseri 1993.
  • ERWIN Phil; Çocuklukta ve Ergenlikte Arkadaşlık, (Çev. Akınhay, Osman), Alfa Yayınları, Birinci Basım, İstanbul, Ocak 2000.
  • JACOBY Jacob; “Brand Loyalty: A Conceptual Definition”, Proceedings of the 89th Annual Convention of The American Psychological Association, Vol. 6, 1971, pp. 655–656.
  • JOHNSTONE Emma; DODD Christopher A.; Placements As Mediators of Brand Salience Within A UK Cinema Audience, Journal of Marketing Communications, Vol. 6, No. 3, September 2000, pp.141-158
  • KEILLOR Bruce D.; PARKER Stephen R.; ALLEN Schaefer; “Influences on Adolescent Brand Preferences in the United States and Mexico”, Journal of Advertising Research, Vol 36, No. 3, May/June 1996, pp. 47–56.
  • KULAKSIZOĞLU Adnan; Ergenlik Psikolojisi, Remzi Kitabevi, 5. Basım, İstanbul, Ocak 1998.
  • LACHANCE Marie J.; BEAUDOIN Pierre; ROBITAILLE Jean; “Fashion Innovativeness, Fashion Diffusion and Brand Sensitivity Among Adolescents”, Journal of Fashion Marketing and Management, Vol. 7, No. 1, 2003, pp. 23–30.
  • LACHANCE Marie J.; BEAUDOIN Pierre; ROBITAILLE Jean; “Adolescents’ Brand Sensitivity in Apparel Influence of Three Socialization Agents”, International Journal of Consumer Studies, Vol. 27, No. 1, January 2003, pp. 47–57.
  • LACHANCE Marie J.; LACHANCE BEAUDOIN Pierre; “Determinants of Adolescents’ Brand Sensitivity to Clothing”, Family and Consumer Sciences Research Journal, Vol. 34, No. 34, 2006, pp. 312–331.
  • LINDSTROM Martin; Brand Child, GBR: Kogan Page, Limited, London 2003.
  • MICHAELIDOU Nina; DIBB Sally; “Product Involvement: An Application in Clothing”, Journal of Consumer Behaviour, Sep.-Oct. 2006, pp. 442–453.
  • MOSCHIS George P.; MOORE Roy L.; “Decision Making Among the Young: A Socialization Perspective”, The Journal of Consumer Research, Vol. 6, No. 2, Special Issue on Consumer Decision Making, September 1979, pp. 101– 112.
  • NICHOLLS John G.; “Achievement Motivation:Conceptions of Ability, Subjective Experience, Task Choice, and Performance”, Psychological Review, Vol. 91 No. 3, July 1984, pp. 328–346.
  • ODIN Yorick; ODIN Nathalie; VALETTE-FLORENCE Pierre; “Conceptual and Operational Aspects of Brand Loyalty An Emprical Investigation”, Journal of Business Research, Vol. 53, No. 2, August 2001, pp. 75–84.
  • SEOCK Yoo-Kyoung; Analysis of Clothing for Young Customer Retention Based on A Model of Customer Relationship Management via the Internet, Dp. Thesis, Blacksburg, Virginia, July 31, 2003, http://scholar.lib.vt.edu/theses /available/etd–10272003150525/unrestricted/ YKE TD.pdf , (10.02.2008).
  • SHIM Soyeon; KOH Aeran; “Profiling Adolescent Consumer Decision- Making Styles: Effects of Socialzation Agents and Social- Structual Variables”, Clothing and Textiles Research Journal, Vol. 15, No. 1, 1997, pp. 50–59. WARD Scott; “Consumer Socialization”, Journal of Consumer Research, Vol. 1, September 1974, pp. 1–14.
  • WÖRSCHING Martha; “Promotional Culture in German MagazinesRe/Fashioning Gender Difference?”, Debatte, Vol. 8, No. 2, 2000, pp. 177–198.
  • ZEITHAML Valeria A.; BERRY Leonard L.; PARASURAMAN A.; “The Behavioral Consequence of Service Quailty”; Journal of Marketing; Vol. 60, No. 2, April 1996, pp. 31–46.
There are 28 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Other ID JA78CH67GM
Journal Section Makaleler / Articles
Authors

Ebru Sönmez

Publication Date June 1, 2010
Submission Date June 1, 2010
Published in Issue Year 2010 Volume: 1 Issue: 28

Cite

APA Sönmez, E. (2010). Giyimde Marka Bağlılığı ve Marka Duyarlılığı: Gençler Üzerine Bir Araştırma. Erciyes Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 1(28), 67-91.

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