Research Article
BibTex RIS Cite

The Effect of Retail Brand Experience on Satisfaction, Brand Commitment and Word of Mouth Communication: The Case of Decathlon Brand

Year 2023, Volume: 22 Issue: 4, 1361 - 1379, 20.10.2023
https://doi.org/10.21547/jss.1290541

Abstract

In the modern consumer world, individuals tend to express their intrinsic reactions by prioritizing not only the utilitarian features of products, but also their hedonic and experiential aspects. This has led to an increased interest in brand experience among both industry practitioners and scholars. The enhancement of the hedonic characteristics of products and services, in addition to their functional attributes, serves to increase the experiential aspect of the shopping process. Moreover, due to the necessity of customer interaction within the retail industry, customer experience has emerged as a critical factor. The interactions between customers and a brand can vary significantly. The environmental stimuli such as store atmosphere, music, color, smell, visual theme, and employees have a considerable impact on customers. The physical stimuli that customers encounter during their time in the store result in emotional and cognitive outcomes. Meeting cognitive and emotional expectations increases customer satisfaction and increases the likelihood of repurchase. This study aims to examine the impact of brand experience on consumers' perceptions of satisfaction, its effect on brand commitment, and word-of-mouth. To accomplish this objective, the brand experiences of customers who visited Decathlon stores were investigated. The results of the study indicate that a strong relationship exists between brand experience and customer satisfaction. Additionally, the findings reveal that brand experience has a positive impact on brand commitment. The results also demonstrate that there is a positive association between word-of-mouth and brand commitment, as well as between word-of-mouth and brand experience. However, as hypothesized in the study, no significant relationship was found between customer satisfaction and brand commitment. While this study provides important recommendations for retail companies on customer experience management strategies, it emphasizes that does not always create brand loyalty.

References

  • Adjei, M. T., Noble, S. M. ve Noble, C. H. (2010). The influence of C2C communications in online brand communities on customer purchase behavior. Journal of the Academy of Marketing Science, 38(5), 634–653. https://doi.org/10.1007/s11747-009-0178-5
  • Ailawadi, K. L. ve Keller, K. L. (2004). Understanding retail branding: Conceptual insights and research priorities. Journal of Retailing, 80(4), 331–342. https://doi.org/10.1016/j.jretai.2004.10.008
  • Alloza, A. (2008). Brand engagement and brand experience at BBVA, the transformation of a 150 years old company. Corporate Reputation Review, 11(4), 371–379. https://doi.org/10.1057/crr.2008.31
  • Amine, A. (1998). Consumers’ true brand loyalty: The central role of commitment. Journal of Strategic Marketing, 6(4), 305–319. https://doi.org/10.1080/096525498346577
  • Anderson, E. W. ve Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12(2), 125–143. https://doi.org/10.1287/mksc.12.2.125
  • Arnold, M. J. ve Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79(2), 77–95. https://doi.org/10.1016/S0022-4359(03)00007-1
  • Arnould, E. J. ve Price, L. L. (1993). River Magic: Extraordinary experience and the extended service encounter. Journal of Consumer Research, 20(1), 24–45.
  • Babin, B. J. ve Griffin, M. (1998). The nature of satisfaction: An updated examination and analysis. Journal of Business Research, 41(2), 127–136.
  • Bagozzi, R. P., Gopinath, M. ve Nyer, P. U. (1999). The role of emotions in marketing. Journal of the Academy of Marketing Science, 27(2), 184–206.
  • Baker, D. A. ve Crompton, J. L. (2000). Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 27(3), 785–804. https://doi.org/10.1016/S0160-7383(99)00108-5
  • Balmer, J. M. ve Gray, E. R. (2003). Corporate brands: What are they? What of them? European Journal of Marketing, 37(7/8), 972–997. https://doi.org/10.1108/03090560310477627
  • Başer, İ. U., Cintamür, İ. G. ve Arslan, F. M. (2015). Examining the effect of brand experience on consumer satisfaction, brand trust and brand loyalty. İktisadi ve İdari Bilimler Dergisi, 37(2). https://doi.org/10.14780/iibd.51125
  • Bauman, Z. (2017). Akışkan modernite: İnceleme (1. basım). (2017). Can Sanat Yayınları.
  • Berry, L. L., Wall, E. A. ve Carbone, L. P. (2006). Service clues and customer assessment of the service experience: Lessons from marketing. Academy of Management Perspectives, 20(2), 43–57.
  • Bowden, J. L.‑H. (2009). The process of customer engagement: A conceptual framework. The Journal of Marketing Theory and Practice, 17(1), 63–74. https://doi.org/10.2753/MTP1069-6679170105
  • Brakus, J. J., Schmitt, B. H. ve Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52–68. https://doi.org/10.1509/jmkg.73.3.52
  • Burns, D. J. ve Neisner, L. (2006). Customer satisfaction in a retail setting. International Journal of Retail & Distribution Management, 34(1), 49–66. https://doi.org/10.1108/09590550610642819
  • Burt, S. (2000). The strategic role of retail brands in British grocery retailing. European Journal of Marketing, 34(8), 875–890. https://doi.org/10.1108/03090560010331351
  • Burt, S. ve Davies, K. (2010). From the retail brand to the retail‐ er as a brand: Themes and issues in retail branding research. International Journal of Retail & Distribution Management, 38(11/12), 865–878. https://doi.org/10.1108/09590551011085957
  • Byrne, B. M. (2016). Structural equation modeling with AMOS: Basic concepts, applications, and programming. Multivariate applications series. Routledge.
  • Collins, A. M., Cronin, J. M., Burt, S. ve George, R. J. (2015). From store brands to store brandscapes: The emergence of a time and money saving heuristic. European Journal of Marketing, 49(5/6), 894–918. https://doi.org/10.1108/EJM-01-2014-0038
  • Cottet, P., Lichtlé, M.‑C. ve Plichon, V. (2006). The role of value in services: A study in a retail environment. Journal of Consumer Marketing. Advance online publication. https://doi.org/10.1108/07363760610674347
  • Decathlon. (2022, December 12). Affordable Sporting Gear Since 1976 - Our Story - Decathlon. https://www.decathlon.com/pages/our-story
  • Dick, A. S. ve Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99–113. https://doi.org/10.1177/0092070394222001
  • Fullerton, G. (2005). How commitment both enables and undermines marketing relationships. European Journal of Marketing, 39(11/12), 1372–1388. https://doi.org/10.1108/03090560510623307
  • Giovanis, A. (2016). Consumer-brand relationships’ development in the mobile internet market: evidence from an extended relationship commitment paradigm. Journal of Product & Brand Management, 25, 568–585.
  • Gómez-Suárez, M. ve Veloso, M. (2020). Brand experience and brand attachment as drivers of WOM in hospitality. Spanish Journal of Marketing - ESIC, 24(2), 231–246. https://doi.org/10.1108/SJME-12-2019-0106
  • Gundlach, G. T., Achrol, R. S. ve Mentzer, J. T. (1995). The structure of commitment in exchange. Journal of Marketing, 59(1), 78–92. https://doi.org/10.1177/002224299505900107
  • Ha, H.‑Y. ve Perks, H. (2005). Effects of consumer perceptions of brand experience on the web: Brand familiarity, satisfaction and brand trust. Journal of Consumer Behaviour, 4(6), 438–452. https://doi.org/10.1002/cb.29
  • Hair, J. F., Black, W. C., Babin, B. J. ve Anderson, R. E. (2019). Multivariate data analysis. Cengage.
  • Han, H., Lee, K.‑S., Song, H., Lee, S. ve Chua, B.‑L. (2019). Role of coffeehouse brand experiences (sensory/affective/intellectual/behavioral) in forming patrons’ repurchase intention. Journal of Hospitality and Tourism Insights, 3(1), 17–35. https://doi.org/10.1108/JHTI-03-2019-0044
  • Havas Group. (19 Nisan 2023). Havas’ Meaningful Brands report 2021 finds we are entering THE AGE OF CYNICISM. https://www.havasgroup.com/press_release/havas-meaningful-brands-report-2021-finds-we-are-entering-the-age-of-cynicism/
  • Henseler, J., Ringle, C. M. ve Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
  • Hirschman, E. C. ve Holbrook, M. B. (1982). Hedonic consumption: Emerging concepts, methods and propositions. Journal of Marketing, 46(3), 92. https://doi.org/10.2307/1251707
  • Hur, W.‑M., Ahn, K.‑H. ve Kim, M. (2011). Building brand loyalty through managing brand community commitment. Management Decision, 49(7), 1194–1213. https://doi.org/10.1108/00251741111151217
  • Iglesias, O., Markovic, S. ve Rialp, J. (2019). How does sensory brand experience influence brand equity? Considering the roles of customer satisfaction, customer affective commitment, and employee empathy. Journal of Business Research, 96, 343–354. https://doi.org/10.1016/j.jbusres.2018.05.043
  • Iglesias, O., Singh, J. J. ve Batista-Foguet, J. M. (2011). The role of brand experience and affective commitment in determining brand loyalty. Journal of Brand Management, 18(8), 570–582. https://doi.org/10.1057/bm.2010.58
  • Jung, L. H. ve Soo, K. M. (2012). The effect of brand experience on brand relationship quality. Academy of Marketing Studies Journal, 16(1), 87–98.
  • Khan, I., Hollebeek, L. D., Fatma, M., Islam, J. U. ve Rahman, Z. (2019). Brand engagement and experience in online services. Journal of Services Marketing, 34(2), 163–175. https://doi.org/10.1108/JSM-03-2019-0106
  • Khan, I. ve Rahman, Z. (2015). Brand experience anatomy in retailing: An interpretive structural modeling approach. Journal of Retailing and Consumer Services, 24, 60–69. https://doi.org/10.1016/j.jretconser.2015.02.003
  • Kim, J. W., Choi, J., Qualls, W. ve Han, K. (2008). It takes a marketplace community to raise brand commitment: The role of online communities. Journal of Marketing Management, 24(3-4), 409–431. https://doi.org/10.1362/026725708X306167
  • Klein, J. F., Falk, T., Esch, F.‑R. ve Gloukhovtsev, A. (2016). Linking pop-up brand stores to brand experience and word of mouth: The case of luxury retail. Journal of Business Research, 69(12), 5761–5767. https://doi.org/10.1016/j.jbusres.2016.04.172
  • Kline, R. B. (2016). Principles and practice of structural equation modeling. Methodology in the social sciences. The Guilford Press.
  • Kumar, A. ve Kim, Y.‑K. (2014). The store-as-a-brand strategy: The effect of store environment on customer responses. Journal of Retailing and Consumer Services, 21(5), 685–695. https://doi.org/10.1016/j.jretconser.2014.04.008
  • Leischnig, A., Schwertfeger, M. ve Geigenmüller, A. (2011). Shopping events, shopping enjoyment, and consumers’ attitudes toward retail brands—An empirical examination. Journal of Retailing and Consumer Services, 18(3), 218–223. https://doi.org/10.1016/j.jretconser.2010.11.002
  • Ligas, M. ve Chaudhuri, A. (2012). The moderating roles of shopper experience and store type on the relationship between perceived merchandise value and willingness to pay a higher price. Journal of Retailing and Consumer Services, 19(2), 249–258. https://doi.org/10.1016/j.jretconser.2012.01.006
  • Lin, Y. H. (2015). Innovative brand experience’s influence on brand equity and brand satisfaction. Journal of Business Research, 68(11), 2254–2259. https://doi.org/10.1016/j.jbusres.2015.06.007
  • Liverant, B. (2018). Retail history: United States and Canada. In J. Stobart & V. Howard (Eds.), Routledge companions in business, management and accounting. The Routledge companion to the history of retailing (1st ed., Vol. 1, ss. 359–376). Routledge.
  • Manikandan, M. ve Ganesan, S. (2016). Sports Retailing in India: A Case of Sports Retailer Decathlon India. South Asian Journal of Business and Management Cases, 5(2), 181–188. https://doi.org/10.1177/2277977916665980
  • Meyer, J. P. ve Allen, N. J. (1991). A three-component conceptualization of organizational commitment. Human Resource Management Review, 1(1), 61–89. https://doi.org/10.1016/1053-4822(91)90011-Z
  • Morgan, R. M. ve Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. The Journal of Marketing, 20–38.
  • Nysveen, H., Pedersen, P. E. ve Skard, S. (2013). Brand experiences in service organizations: Exploring the individual effects of brand experience dimensions. Journal of Brand Management, 20(5), 404–423. https://doi.org/10.1057/bm.2012.31
  • Oliveira Santini, F., Ladeira, W. J., Sampaio, C. H. ve Pinto, D. C. (2018). The brand experience extended model: a meta-analysis. Journal of Brand Management, 25, 519–535.
  • Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460–469.
  • Pine, B. J. ve Gilmore, J. H. (1999). The experience economy: Work is theatre & every business a stage. Harvard Business School Press.
  • Ramaseshan, B. ve Stein, A. (2014). Connecting the dots between brand experience and brand loyalty: The mediating role of brand personality and brand relationships. Journal of Brand Management, 21(7), 664–683. https://doi.org/10.1057/bm.2014.23
  • Rodrigues, C. ve Brandão, A. (2020). Measuring the effects of retail brand experiences and brand love on word of mouth: A cross-country study of IKEA brand. The International Review of Retail, Distribution and Consumer Research, 15, 1–28. https://doi.org/10.1080/09593969.2020.1768577
  • Russell-Bennett, R., McColl-Kennedy, J. R. ve Coote, L. V. (2007). Involvement, satisfaction, and brand loyalty in a small business services setting. Journal of Business Research, 60(12), 1253–1260. https://doi.org/10.1016/j.jbusres.2007.05.001
  • Sahin, A., Zehir, C. ve Kitapçı, H. (2011). The effects of brand experiences, trust and satisfaction on building brand loyalty; An empirical research on global brands. Procedia - Social and Behavioral Sciences, 24, 1288–1301. https://doi.org/10.1016/j.sbspro.2011.09.143
  • Serra Cantallops, A., Ramón Cardona, J. ve Salvi, F. (2018). The impact of positive emotional experiences on eWOM generation and loyalty. Spanish Journal of Marketing - ESIC, 22. https://doi.org/10.1108/SJME-03-2018-0009
  • Shankar, V., Smith, A. K. ve Rangaswamy, A. (2003). Customer satisfaction and loyalty in online and offline environments. International Journal of Research in Marketing, 20(2), 153–175. https://doi.org/10.1016/S0167-8116(03)00016-8
  • Stach, J. (2019). Meaningful experiences: An embodied cognition perspective on brand meaning co-creation. Journal of Brand Management, 26(3), 317–331. https://doi.org/10.1057/s41262-018-0133-1
  • Sung, Y. ve Choi, S. M. (2010). “I won’t leave you although you disappoint me”: The interplay between satisfaction, investment, and alternatives in determining consumer–brand relationship commitment. Psychology & Marketing, 27, 1050–1073.
  • Tarnovskaya, V., Elg, U. ve Burt, S. (2008). The role of corporate branding in a market driving strategy. International Journal of Retail & Distribution Management, 36(11), 941–965. https://doi.org/10.1108/09590550810911692
  • Toneguzzi, M. (2019, August 29). Sporting goods retailer ‘Decathlon’ launches rapid Cross-Canada superstore expansion [Feature]. Retail Insider Canada. https://www.retail-insider.com/retail-insider/2019/8/sporting-goods-retailer-decathlon-launches-rapid-cross-canada-superstore-expansion-feature/
  • Vilnai-Yavetz, I., Gilboa, S. ve Mitchell, V. (2021). Experiencing atmospherics: The moderating effect of mall experiences on the impact of individual store atmospherics on spending behavior and mall loyalty. Journal of Retailing and Consumer Services, 63, 102704. https://doi.org/10.1016/j.jretconser.2021.102704
  • Zeithaml, V. A., Berry, L. L. ve Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31–46. https://doi.org/10.1177/002224299606000203

Perakende Marka Deneyiminin Marka Tatmini, Marka Bağlılığı ve Ağızdan Ağıza İletişime Etkisi: Decathlon Markası Örneği

Year 2023, Volume: 22 Issue: 4, 1361 - 1379, 20.10.2023
https://doi.org/10.21547/jss.1290541

Abstract

Modern tüketici dünyasında bireyler, alışverişleri sırasında ürünlerin sadece faydacı özelliklerine değil, aynı zamanda hedonik ve deneyimsel yönlerine de öncelik vererek içsel tepkilerini ortaya koyma eğilimi göstermektedir. Bu durum hem sektördeki uygulayıcılar hem de akademisyenler arasında marka deneyimine yönelik ilginin artmasına yol açmıştır. Ürünlerin ve hizmetlerin işlevsel yönlerinin yanı sıra hedonik özellikleri de zenginleştirilerek alışveriş sürecinin deneyimsel boyutu artırılmaktadır. Diğer yandan perakende sektörü, müşteri etkileşimini zorunlu kıldığından, müşteri deneyimi önemli bir faktör olarak ön plana çıkmaktadır. Müşterilerin marka ile etkileşim noktaları çeşitlilik göstermektedir. Mağaza atmosferi, müzik, renk, koku, görsel tema ve çalışanlar gibi çevresel uyaranlar, müşteriler üzerinde belirgin bir etki yaratmaktadır. Müşterinin mağazada geçirdiği süre içerisinde karşılaştığı fiziksel uyarıcılar, duygusal ve bilişsel sonuçlara yol açmaktadır. Bilişsel ve duygusal beklentilerin karşılanması, müşteri tatminini artırarak tekrar satın alma olasılığını yükseltmektedir. Bu çalışma, marka deneyiminin müşteri tatmin algısı üzerindeki etkisini, bunun marka bağlılığı ve ağızdan ağıza iletişime etkisini incelemeyi amaçlamaktadır. Bu amaç doğrultusunda, Decathlon mağazasını ziyaret eden tüketicilerin marka deneyimleri incelenmiştir. Araştırma sonuçları, marka deneyimi ile müşteri tatmini arasında güçlü bir ilişkinin varlığını kanıtlamaktadır. Benzer şekilde, marka deneyimi marka bağlılığını olumlu yönde etkilemektedir. Sonuçlar, ağızdan ağıza iletişim ile marka bağlılığı arasında ve ağızdan ağıza iletişim ile marka deneyimi arasında pozitif yönlü bir ilişki olduğunu göstermektedir. Bununla birlikte, araştırma müşteri tatmini ile marka bağlılığı arasındaki beklenen ilişkiyi doğrulayamamıştır. Bu çalışma, perakende sektöründeki şirketlere müşteri deneyimi yönetimi stratejileri konusunda önemli öneriler sunarken, müşteri tatminin her zaman marka bağlılığı yaratmadığını vurgulamaktadır.

References

  • Adjei, M. T., Noble, S. M. ve Noble, C. H. (2010). The influence of C2C communications in online brand communities on customer purchase behavior. Journal of the Academy of Marketing Science, 38(5), 634–653. https://doi.org/10.1007/s11747-009-0178-5
  • Ailawadi, K. L. ve Keller, K. L. (2004). Understanding retail branding: Conceptual insights and research priorities. Journal of Retailing, 80(4), 331–342. https://doi.org/10.1016/j.jretai.2004.10.008
  • Alloza, A. (2008). Brand engagement and brand experience at BBVA, the transformation of a 150 years old company. Corporate Reputation Review, 11(4), 371–379. https://doi.org/10.1057/crr.2008.31
  • Amine, A. (1998). Consumers’ true brand loyalty: The central role of commitment. Journal of Strategic Marketing, 6(4), 305–319. https://doi.org/10.1080/096525498346577
  • Anderson, E. W. ve Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12(2), 125–143. https://doi.org/10.1287/mksc.12.2.125
  • Arnold, M. J. ve Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79(2), 77–95. https://doi.org/10.1016/S0022-4359(03)00007-1
  • Arnould, E. J. ve Price, L. L. (1993). River Magic: Extraordinary experience and the extended service encounter. Journal of Consumer Research, 20(1), 24–45.
  • Babin, B. J. ve Griffin, M. (1998). The nature of satisfaction: An updated examination and analysis. Journal of Business Research, 41(2), 127–136.
  • Bagozzi, R. P., Gopinath, M. ve Nyer, P. U. (1999). The role of emotions in marketing. Journal of the Academy of Marketing Science, 27(2), 184–206.
  • Baker, D. A. ve Crompton, J. L. (2000). Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 27(3), 785–804. https://doi.org/10.1016/S0160-7383(99)00108-5
  • Balmer, J. M. ve Gray, E. R. (2003). Corporate brands: What are they? What of them? European Journal of Marketing, 37(7/8), 972–997. https://doi.org/10.1108/03090560310477627
  • Başer, İ. U., Cintamür, İ. G. ve Arslan, F. M. (2015). Examining the effect of brand experience on consumer satisfaction, brand trust and brand loyalty. İktisadi ve İdari Bilimler Dergisi, 37(2). https://doi.org/10.14780/iibd.51125
  • Bauman, Z. (2017). Akışkan modernite: İnceleme (1. basım). (2017). Can Sanat Yayınları.
  • Berry, L. L., Wall, E. A. ve Carbone, L. P. (2006). Service clues and customer assessment of the service experience: Lessons from marketing. Academy of Management Perspectives, 20(2), 43–57.
  • Bowden, J. L.‑H. (2009). The process of customer engagement: A conceptual framework. The Journal of Marketing Theory and Practice, 17(1), 63–74. https://doi.org/10.2753/MTP1069-6679170105
  • Brakus, J. J., Schmitt, B. H. ve Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52–68. https://doi.org/10.1509/jmkg.73.3.52
  • Burns, D. J. ve Neisner, L. (2006). Customer satisfaction in a retail setting. International Journal of Retail & Distribution Management, 34(1), 49–66. https://doi.org/10.1108/09590550610642819
  • Burt, S. (2000). The strategic role of retail brands in British grocery retailing. European Journal of Marketing, 34(8), 875–890. https://doi.org/10.1108/03090560010331351
  • Burt, S. ve Davies, K. (2010). From the retail brand to the retail‐ er as a brand: Themes and issues in retail branding research. International Journal of Retail & Distribution Management, 38(11/12), 865–878. https://doi.org/10.1108/09590551011085957
  • Byrne, B. M. (2016). Structural equation modeling with AMOS: Basic concepts, applications, and programming. Multivariate applications series. Routledge.
  • Collins, A. M., Cronin, J. M., Burt, S. ve George, R. J. (2015). From store brands to store brandscapes: The emergence of a time and money saving heuristic. European Journal of Marketing, 49(5/6), 894–918. https://doi.org/10.1108/EJM-01-2014-0038
  • Cottet, P., Lichtlé, M.‑C. ve Plichon, V. (2006). The role of value in services: A study in a retail environment. Journal of Consumer Marketing. Advance online publication. https://doi.org/10.1108/07363760610674347
  • Decathlon. (2022, December 12). Affordable Sporting Gear Since 1976 - Our Story - Decathlon. https://www.decathlon.com/pages/our-story
  • Dick, A. S. ve Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99–113. https://doi.org/10.1177/0092070394222001
  • Fullerton, G. (2005). How commitment both enables and undermines marketing relationships. European Journal of Marketing, 39(11/12), 1372–1388. https://doi.org/10.1108/03090560510623307
  • Giovanis, A. (2016). Consumer-brand relationships’ development in the mobile internet market: evidence from an extended relationship commitment paradigm. Journal of Product & Brand Management, 25, 568–585.
  • Gómez-Suárez, M. ve Veloso, M. (2020). Brand experience and brand attachment as drivers of WOM in hospitality. Spanish Journal of Marketing - ESIC, 24(2), 231–246. https://doi.org/10.1108/SJME-12-2019-0106
  • Gundlach, G. T., Achrol, R. S. ve Mentzer, J. T. (1995). The structure of commitment in exchange. Journal of Marketing, 59(1), 78–92. https://doi.org/10.1177/002224299505900107
  • Ha, H.‑Y. ve Perks, H. (2005). Effects of consumer perceptions of brand experience on the web: Brand familiarity, satisfaction and brand trust. Journal of Consumer Behaviour, 4(6), 438–452. https://doi.org/10.1002/cb.29
  • Hair, J. F., Black, W. C., Babin, B. J. ve Anderson, R. E. (2019). Multivariate data analysis. Cengage.
  • Han, H., Lee, K.‑S., Song, H., Lee, S. ve Chua, B.‑L. (2019). Role of coffeehouse brand experiences (sensory/affective/intellectual/behavioral) in forming patrons’ repurchase intention. Journal of Hospitality and Tourism Insights, 3(1), 17–35. https://doi.org/10.1108/JHTI-03-2019-0044
  • Havas Group. (19 Nisan 2023). Havas’ Meaningful Brands report 2021 finds we are entering THE AGE OF CYNICISM. https://www.havasgroup.com/press_release/havas-meaningful-brands-report-2021-finds-we-are-entering-the-age-of-cynicism/
  • Henseler, J., Ringle, C. M. ve Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
  • Hirschman, E. C. ve Holbrook, M. B. (1982). Hedonic consumption: Emerging concepts, methods and propositions. Journal of Marketing, 46(3), 92. https://doi.org/10.2307/1251707
  • Hur, W.‑M., Ahn, K.‑H. ve Kim, M. (2011). Building brand loyalty through managing brand community commitment. Management Decision, 49(7), 1194–1213. https://doi.org/10.1108/00251741111151217
  • Iglesias, O., Markovic, S. ve Rialp, J. (2019). How does sensory brand experience influence brand equity? Considering the roles of customer satisfaction, customer affective commitment, and employee empathy. Journal of Business Research, 96, 343–354. https://doi.org/10.1016/j.jbusres.2018.05.043
  • Iglesias, O., Singh, J. J. ve Batista-Foguet, J. M. (2011). The role of brand experience and affective commitment in determining brand loyalty. Journal of Brand Management, 18(8), 570–582. https://doi.org/10.1057/bm.2010.58
  • Jung, L. H. ve Soo, K. M. (2012). The effect of brand experience on brand relationship quality. Academy of Marketing Studies Journal, 16(1), 87–98.
  • Khan, I., Hollebeek, L. D., Fatma, M., Islam, J. U. ve Rahman, Z. (2019). Brand engagement and experience in online services. Journal of Services Marketing, 34(2), 163–175. https://doi.org/10.1108/JSM-03-2019-0106
  • Khan, I. ve Rahman, Z. (2015). Brand experience anatomy in retailing: An interpretive structural modeling approach. Journal of Retailing and Consumer Services, 24, 60–69. https://doi.org/10.1016/j.jretconser.2015.02.003
  • Kim, J. W., Choi, J., Qualls, W. ve Han, K. (2008). It takes a marketplace community to raise brand commitment: The role of online communities. Journal of Marketing Management, 24(3-4), 409–431. https://doi.org/10.1362/026725708X306167
  • Klein, J. F., Falk, T., Esch, F.‑R. ve Gloukhovtsev, A. (2016). Linking pop-up brand stores to brand experience and word of mouth: The case of luxury retail. Journal of Business Research, 69(12), 5761–5767. https://doi.org/10.1016/j.jbusres.2016.04.172
  • Kline, R. B. (2016). Principles and practice of structural equation modeling. Methodology in the social sciences. The Guilford Press.
  • Kumar, A. ve Kim, Y.‑K. (2014). The store-as-a-brand strategy: The effect of store environment on customer responses. Journal of Retailing and Consumer Services, 21(5), 685–695. https://doi.org/10.1016/j.jretconser.2014.04.008
  • Leischnig, A., Schwertfeger, M. ve Geigenmüller, A. (2011). Shopping events, shopping enjoyment, and consumers’ attitudes toward retail brands—An empirical examination. Journal of Retailing and Consumer Services, 18(3), 218–223. https://doi.org/10.1016/j.jretconser.2010.11.002
  • Ligas, M. ve Chaudhuri, A. (2012). The moderating roles of shopper experience and store type on the relationship between perceived merchandise value and willingness to pay a higher price. Journal of Retailing and Consumer Services, 19(2), 249–258. https://doi.org/10.1016/j.jretconser.2012.01.006
  • Lin, Y. H. (2015). Innovative brand experience’s influence on brand equity and brand satisfaction. Journal of Business Research, 68(11), 2254–2259. https://doi.org/10.1016/j.jbusres.2015.06.007
  • Liverant, B. (2018). Retail history: United States and Canada. In J. Stobart & V. Howard (Eds.), Routledge companions in business, management and accounting. The Routledge companion to the history of retailing (1st ed., Vol. 1, ss. 359–376). Routledge.
  • Manikandan, M. ve Ganesan, S. (2016). Sports Retailing in India: A Case of Sports Retailer Decathlon India. South Asian Journal of Business and Management Cases, 5(2), 181–188. https://doi.org/10.1177/2277977916665980
  • Meyer, J. P. ve Allen, N. J. (1991). A three-component conceptualization of organizational commitment. Human Resource Management Review, 1(1), 61–89. https://doi.org/10.1016/1053-4822(91)90011-Z
  • Morgan, R. M. ve Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. The Journal of Marketing, 20–38.
  • Nysveen, H., Pedersen, P. E. ve Skard, S. (2013). Brand experiences in service organizations: Exploring the individual effects of brand experience dimensions. Journal of Brand Management, 20(5), 404–423. https://doi.org/10.1057/bm.2012.31
  • Oliveira Santini, F., Ladeira, W. J., Sampaio, C. H. ve Pinto, D. C. (2018). The brand experience extended model: a meta-analysis. Journal of Brand Management, 25, 519–535.
  • Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460–469.
  • Pine, B. J. ve Gilmore, J. H. (1999). The experience economy: Work is theatre & every business a stage. Harvard Business School Press.
  • Ramaseshan, B. ve Stein, A. (2014). Connecting the dots between brand experience and brand loyalty: The mediating role of brand personality and brand relationships. Journal of Brand Management, 21(7), 664–683. https://doi.org/10.1057/bm.2014.23
  • Rodrigues, C. ve Brandão, A. (2020). Measuring the effects of retail brand experiences and brand love on word of mouth: A cross-country study of IKEA brand. The International Review of Retail, Distribution and Consumer Research, 15, 1–28. https://doi.org/10.1080/09593969.2020.1768577
  • Russell-Bennett, R., McColl-Kennedy, J. R. ve Coote, L. V. (2007). Involvement, satisfaction, and brand loyalty in a small business services setting. Journal of Business Research, 60(12), 1253–1260. https://doi.org/10.1016/j.jbusres.2007.05.001
  • Sahin, A., Zehir, C. ve Kitapçı, H. (2011). The effects of brand experiences, trust and satisfaction on building brand loyalty; An empirical research on global brands. Procedia - Social and Behavioral Sciences, 24, 1288–1301. https://doi.org/10.1016/j.sbspro.2011.09.143
  • Serra Cantallops, A., Ramón Cardona, J. ve Salvi, F. (2018). The impact of positive emotional experiences on eWOM generation and loyalty. Spanish Journal of Marketing - ESIC, 22. https://doi.org/10.1108/SJME-03-2018-0009
  • Shankar, V., Smith, A. K. ve Rangaswamy, A. (2003). Customer satisfaction and loyalty in online and offline environments. International Journal of Research in Marketing, 20(2), 153–175. https://doi.org/10.1016/S0167-8116(03)00016-8
  • Stach, J. (2019). Meaningful experiences: An embodied cognition perspective on brand meaning co-creation. Journal of Brand Management, 26(3), 317–331. https://doi.org/10.1057/s41262-018-0133-1
  • Sung, Y. ve Choi, S. M. (2010). “I won’t leave you although you disappoint me”: The interplay between satisfaction, investment, and alternatives in determining consumer–brand relationship commitment. Psychology & Marketing, 27, 1050–1073.
  • Tarnovskaya, V., Elg, U. ve Burt, S. (2008). The role of corporate branding in a market driving strategy. International Journal of Retail & Distribution Management, 36(11), 941–965. https://doi.org/10.1108/09590550810911692
  • Toneguzzi, M. (2019, August 29). Sporting goods retailer ‘Decathlon’ launches rapid Cross-Canada superstore expansion [Feature]. Retail Insider Canada. https://www.retail-insider.com/retail-insider/2019/8/sporting-goods-retailer-decathlon-launches-rapid-cross-canada-superstore-expansion-feature/
  • Vilnai-Yavetz, I., Gilboa, S. ve Mitchell, V. (2021). Experiencing atmospherics: The moderating effect of mall experiences on the impact of individual store atmospherics on spending behavior and mall loyalty. Journal of Retailing and Consumer Services, 63, 102704. https://doi.org/10.1016/j.jretconser.2021.102704
  • Zeithaml, V. A., Berry, L. L. ve Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31–46. https://doi.org/10.1177/002224299606000203
There are 67 citations in total.

Details

Primary Language Turkish
Subjects Finance
Journal Section Business
Authors

Adil Bical 0000-0001-6139-5497

Publication Date October 20, 2023
Submission Date May 1, 2023
Acceptance Date August 11, 2023
Published in Issue Year 2023 Volume: 22 Issue: 4

Cite

APA Bical, A. (2023). Perakende Marka Deneyiminin Marka Tatmini, Marka Bağlılığı ve Ağızdan Ağıza İletişime Etkisi: Decathlon Markası Örneği. Gaziantep University Journal of Social Sciences, 22(4), 1361-1379. https://doi.org/10.21547/jss.1290541