Research Article
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MARKA KİŞİLİĞİNİN VE MARKA SADAKATİNİN OLUŞUMUNDA DENEYİMSEL PAZARLAMANIN ROLÜ

Year 2019, Volume: 14 Issue: 52, 372 - 400, 24.07.2019
https://doi.org/10.14783/maruoneri.594979

Abstract

İşletmelerin
rakipler tarafından taklit edilme ihtimali düşük olan ve yenilikçi deneyimsel
pazarlama stratejileri geliştirmeleri, faaliyet gösterdikleri alanlarda
sürdürülebilir bir rekabet üstünlüğü elde etmelerinde etkili bir unsurdur.
Yenilikçi, akılda kalıcı ve olumlu duygular oluşturan marka deneyimleri
yaratmak, tüketicilerin satın alma kararlarında ve markaya sadık hale
gelmelerinde önemli bir role sahiptir. Bu nedenle, bu çalışmanın amacı marka
kişiliğinin ve marka sadakatinin oluşumunda deneyimsel pazarlamanın rolünü
ortaya koyan kuramsal bir model önerisi sunmaktır. Bu kapsamda deneyimsel
pazarlama stratejilerinin sıklıkla uygulandığı spor ayakkabı ürün kategorisi
tercih edilmiş olup kolayda örnekleme yöntemi kullanılmıştır. Nihai çalışmaya
başlamadan önce, derinlemesine görüşme ve ön anket olmak üzere iki tür ön
çalışma yapılmıştır. Ön çalışmaların ardından, İstanbul ilinde yaşayan ve
toplam 600 kişiden oluşan bir örneklem büyüklüğünden, çevrimiçi anket yöntemi
kullanılarak araştırma verileri toplanmıştır. Yapısal Eşitlik Modellemesi ile
geliştirilen kuramsal modelin test edilme aşamasında, doğrulayıcı faktör
analizi ve yapısal eşitlik modeline ilişkin diğer analizler için LISREL kullanılmıştır. Çalışma sonucunda,
marka deneyiminin marka kişiliğini, marka tatminini ve duygusal bağlılığı
etkilediği, marka kişiliğinin marka tatminini ve duygusal bağlılığı etkilediği,
marka tatmininin ve duygusal bağlılığın ise marka sadakatini etkilediği bulunmuştur

References

  • Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, (34)3, 347-356.
  • Aaker, A. (2014). Güçlü Markalar Yaratmak. 4. Baskı. İstanbul: Media Cat Kitapları.
  • Allen, N. J. & Meyer, J. P. (1990). The measurement and antecedents of affective, continuance and normative commitment to the organization. Journal of Occupational Psychology, 63(1), 1-18.
  • Alt, M. & Griggs, S. (1988). Can a brand be cheeky?. Marketing Intelligence & Planning, 6(4), 9-16.
  • Arnould, E. J. & Price, L. L. (1993). River magic: Extraordinary experience and the extended service encounter. Journal of Consumer Research, 20(1), 24-45.
  • Azoulay, A. & Kapferer, J. N. (2003). Do brand personality scales really measure brand personality?. Journal of Brand Management, 11(2), 143-155.
  • Batra, R., Lehmann, D. R. & Singh, D. (1993). The brand personality component of brand goodwill: Some antecedents and consequences. In D. A. Aaker & A. Biel (Eds.),
  • Brand Equity and Advertising: Advertising’s Role in Building Strong Brands, New York: Psychology Press, 83-96.
  • Blackston, M. (1995). The qualitative dimension of brand equity. Journal of Advertising Research, 35(4), 2-7.
  • Bowen, J. T. & Chen, S. L. (2001). The relationship between customer loyalty and customer satisfaction. International Journal of Contemporary Hospitality Management, 13(5), 213-217.
  • Brakus, J. J., Schmitt, B. H. & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty?. Journal of Marketing, 73(3), 52-68.
  • Chang, P. & Chieng, M. (2006). Building consumer–brand relationship: A cross‐cultural experiential view. Psychology & Marketing, 23(11), 927-959.
  • Chaudhuri, A. & Holbrook, M. B. (2001). The chain of effects from brand trust and arand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93.
  • Cossío-Silva, F. J., Revilla-Camacho, M. A., Vega-Vázquez, M. & Palacios-Florencio, B. (2016). Value co-creation and customer loyalty. Journal of Business Research, 69(5), 1621-1625.
  • Davis, R., Buchanan-Oliver, M. & Brodie, R. J. (2000). Retail service branding in electronic-commerce environments. Journal of Service Research, 3(2), 178-186.
  • Day, George S. (1969). A two dimensional concept of brand loyalty. Journal of Advertising Research, 9(3), 29-35.
  • Dick, A. S. & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of The Academy of Marketing Science, 22(2), 99-113.
  • Evanschitzky, H., Iyer, G. R., Plassmann, H., Niessing, J. & Meffert, H. (2006). The relative strength of affective commitment in securing loyalty in service relationships. Journal of Business Research, 59(12), 1207-1213.
  • Ferrandi, J. M. & Valette-Florence, P. (2002). Premiers test et validation de la transposition d'une echelle de personnalité humaine aux marques. Recherche et Applications en Marketing, 17(3), 21-40.
  • Fornell, C. & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1). 39-50.
  • Fullerton, G. (2003). When does commitment lead to loyalty?. Journal of Service Research, 5(4), 333-344.
  • Gegez, E. (2010). Pazarlama Araştırmaları. 3. Baskı. İstanbul: Beta.
  • Gordon, W. (1996). Accessing the brand through research. In D. Cowley (Ed.), Understanding Brands, London: Kogan Page, 33-56.
  • Gruen, T. W., Summers, J. O. & Acito, F. (2000). Relationship marketing activities, commitment and membership behaviors in professional associations. Journal of Marketing, 64(3), 34-49.
  • Hankinson, G. & Cowking, P. (1993). Branding in Action: Cases and Strategies for Profitable Brand Management. Londra: McGraw-Hill.
  • Hair, J. F., Wolfinbarger, M., Bush, R. & Ortinau, D. (2009). Essentials of Marketing Research. New York: McGraw Hill.
  • Hair, J. F., William, C. B., Babin, B.J. & Anderson, R. E. (2014). Multivariate Data Analysis. 7th Edition. Essex: Pearson Education Limited.
  • Holbrook, M. B. (2000). The millennial consumer in the texts of our times: Experience and entertainment. Journal of Macromarketing, 20(2), 178-192.
  • Holbrook, M. B. & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings and fun. Journal of Consumer Research, 9, 132-140.
  • Hoyer, W. D., MacInnis, D. J. & Pieters, R. (2012). Customer Behavior. 6th Edition. Mason: South-Western. Iglesias, O., Singh, J. J. & 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.
  • Jacoby, J. & Chestnut, R. W. (1978). Brand Loyalty: Measurement and Management. New York: John Wiley & Sons Inc.
  • Jackson, D. L. (2003). Revisiting sample size and number of parameter estimates: Some support for the n:q hypothesis. Structural Equation Modeling, 10(1), 128-141.
  • Kaya, İ. (2009). Pazarlama Bi’tanedir. 4. Dijital Baskı. İstanbul: Babıali Kültür Yayıncılığı.
  • Keller, K. L. (2003). Understanding brands, branding and brand equity. Interactive Marketing, 5(1), 7-20.
  • Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity Global Edition. 4th Edition. New York: Pearson Education Inc.
  • King, S. (1973). Developing New Brands. London: Pitman.
  • Kline, R. B. (2015). Principles and Practice of Structural Equation Modeling. Fourth Edition. New York: Guilford Publications.
  • Kotler, P. & Pfoertsch, W. (2010). Ingredient Branding: Making The Invisible Visible. Berlin: Springer Science & Business Media.
  • Kotler, P. & Armstrong, G. (2011). Principles of Marketing. 14th Edition. New Jersey: Pearson Prentice Hall.
  • Kumar, V., Pozza, I. D. & Ganesh, J. (2013). Revisiting the satisfaction–loyalty relationship: Empirical generalizations and directions for future research. Journal of Retailing, 89(3). 246-262.
  • Kurşunluoğlu, E. (2011). Customer service effects on customer satisfaction and customer loyalty: A field research in shopping centers in Izmir City-Turkey. International Journal of Business and Social Science, 2(17), 52-59.
  • Kurtuluş, K. (2010). Araştırma Yöntemleri. İstanbul: Türkmen Kitabevi.
  • Lamb, C., Hair, J. F. & McDaniel, C. (2012). Marketing. Second Edition. Toronto: Nelson Education.
  • Louis, D. & Lombart, C. (2010). Impact of brand personality on three major relational consequences (trust, attachment, and commitment to the brand). Journal of Product & Brand Management, 19(2), 114-130.
  • Malhotra, N. K. (2010). Marketing Research: An Applied Orientation. Global Sixth Edition. New Jersey: Pearson Prentice Hall.
  • Noel, H. (2009). Basics Marketing 01: Consumer Behaviour. Lozan: AVA Publishing.
  • Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17, 460-469.
  • Oliver, R. L. (2015). Satisfaction: A Behavioral Perspective on The Consumer. Second Edition. New York: Routledge.
  • Özkan, E. (2013). İnternette kullanıcıların oluşturduğu içeriklerin bilgi yükü ve tüketici kafa karışıklığı açısından incelenmesi (Yayınlanmamış Yüksek Lisans Tezi). Gazi Üniversitesi, Ankara.
  • Özkan, E. & Tolon, M. (2015). The effects of information overload on consumer confusion: An examination on user generated content. Bogazici Journal, 29(1), 27-51.
  • Padgett, D. & Allen, D. (1997). Communicating experiences: A narrative approach to creating service brand image. Journal of Advertising, 26(4), 49-62.
  • Park, C. W. & MacInnis, D. J. (2006). What's in and what's out: Questions on the boundaries of the attitude construct. Journal of Consumer Research, 33(1), 16-18.
  • Park, C. W., MacInnis, D. J. & Priester, J. (2008). Brand attachment: Constructs, consequences, and causes. Foundations and Trends In Marketing, 1(3), 191-230.
  • Patterson, M. (1999). Re-appraising the concept of brand image. Journal of Brand Management, 6(6), 409-426.
  • Pine, J. B. & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard Business Review. https://hbr.org/1998/07/welcome-to-the-experience-economy. (Erişim Tarihi: 17.03.2016).
  • Pine, J. B. & Gilmore, J. H. (2012). Deneyim Ekonomisi. (Cinemre, L., Çev.) İstanbul: Optimist.
  • Poulsson, S.H.G. & Kale, S.H. (2004). The experience economy and commercial experiences. The Marketing Review, 4(3), 267-277.
  • Ramaseshan, B. & 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(7-8), 664-683.
  • Restall, C. & Gordon, W. (1993). Brands-the missing link: Understanding the emotional relationship. Marketing and Research Today, 21(2), 59-59.
  • Sarstedt, M. & Mooi, E. (2014). A Concise Guide to Market Research: The Process, Data And Methods Using IBM SPSS Statistics. Second Edition. Berlin: Springer.
  • Schermelleh-Engel, K., Moosbrugger, H. & Müller, H. (2003). Evaluating the fit of structural equation models: Tests of significance and descriptive goodness of fit measures. Methods of Psychological Research Online, 8(2), 23-74.
  • Schmitt, B. H. (1999). Experiential marketing. Journal of Marketing Management, 15(1-3), 53-67.
  • Schmitt, B. H. (2010). Experience marketing: Concepts, frameworks and consumer insights. Foundations and Trends in Marketing, 5(2), 55-112.
  • Schmitt, B. H. & Zarantonello, L. (2013). Consumer experience and experiential marketing: A critical review. Review of Marketing Research, 10, 25-61
  • Schmitt, B. H., Brakus, J. & Zarantonello, L. (2014). The current state and future of brand experience. Journal of Brand Management, 21(9), 727-733.
  • Swaminathan, V., Stilley, K. M. & Ahluwalia, R. (2008). When brand personality matters: The moderating role of attachment styles. Journal of Consumer Research, 35(6), 985-1002.
  • Tam, L., Wood, W. & Ji, M. F. (2009). Brand loyalty is not habitual. In D. J. MacInnis, C. W. Park & J. R. Priester (Eds.), Handbook of Brand Relationships. Armonk: M.E. Sharpe Inc, 43-62.
  • Tennant, A. (1994). Creating brand power. In P. Stobart (Ed.), Brand Power. London: Springer, 33-52.
  • Triplett, T. (1994). Brand personality must be managed or it will assume a life of its own. Marketing News, 28(10), 9-9.
  • Türk Dil Kurumu. Güncel Türkçe Sözlük. http://www.tdk.gov.tr/index.php?option=com_gts&arama=gts&guid=TDK.GTS.5c49c30d925537.95831530. (Erişim Tarihi: 24.01.2019).
  • Türk Dil Kurumu. Bilim ve Sanat Terimleri Ana Sözlüğü. http://www.tdk.gov.tr/index.php?option=com_bilimsanat&arama=kelime&guid=TDK.GTS.5c49c3f6dcb119.00911343. (Erişim Tarihi: 24.01.2019)
  • Upshaw, L. B. (1995). Building Brand Identity: A Strategy for Success In A Hostile Marketplace. New York: John Wiley & Sons.
  • Yoo, B. & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1-14.
  • You-Ming, C. (2010). Study on the impacts of experiential marketing and customers, satisfaction based on relationship quality. International Journal Of Organizational Innovation, 3(1), 189-209.
  • Yuan, Y. H. E. & Wu, C. K. (2008). Relationships among experiential marketing, experiential value and customer satisfaction. Journal of Hospitality & Tourism Research, 32(3), 387-410
Year 2019, Volume: 14 Issue: 52, 372 - 400, 24.07.2019
https://doi.org/10.14783/maruoneri.594979

Abstract

References

  • Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, (34)3, 347-356.
  • Aaker, A. (2014). Güçlü Markalar Yaratmak. 4. Baskı. İstanbul: Media Cat Kitapları.
  • Allen, N. J. & Meyer, J. P. (1990). The measurement and antecedents of affective, continuance and normative commitment to the organization. Journal of Occupational Psychology, 63(1), 1-18.
  • Alt, M. & Griggs, S. (1988). Can a brand be cheeky?. Marketing Intelligence & Planning, 6(4), 9-16.
  • Arnould, E. J. & Price, L. L. (1993). River magic: Extraordinary experience and the extended service encounter. Journal of Consumer Research, 20(1), 24-45.
  • Azoulay, A. & Kapferer, J. N. (2003). Do brand personality scales really measure brand personality?. Journal of Brand Management, 11(2), 143-155.
  • Batra, R., Lehmann, D. R. & Singh, D. (1993). The brand personality component of brand goodwill: Some antecedents and consequences. In D. A. Aaker & A. Biel (Eds.),
  • Brand Equity and Advertising: Advertising’s Role in Building Strong Brands, New York: Psychology Press, 83-96.
  • Blackston, M. (1995). The qualitative dimension of brand equity. Journal of Advertising Research, 35(4), 2-7.
  • Bowen, J. T. & Chen, S. L. (2001). The relationship between customer loyalty and customer satisfaction. International Journal of Contemporary Hospitality Management, 13(5), 213-217.
  • Brakus, J. J., Schmitt, B. H. & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty?. Journal of Marketing, 73(3), 52-68.
  • Chang, P. & Chieng, M. (2006). Building consumer–brand relationship: A cross‐cultural experiential view. Psychology & Marketing, 23(11), 927-959.
  • Chaudhuri, A. & Holbrook, M. B. (2001). The chain of effects from brand trust and arand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93.
  • Cossío-Silva, F. J., Revilla-Camacho, M. A., Vega-Vázquez, M. & Palacios-Florencio, B. (2016). Value co-creation and customer loyalty. Journal of Business Research, 69(5), 1621-1625.
  • Davis, R., Buchanan-Oliver, M. & Brodie, R. J. (2000). Retail service branding in electronic-commerce environments. Journal of Service Research, 3(2), 178-186.
  • Day, George S. (1969). A two dimensional concept of brand loyalty. Journal of Advertising Research, 9(3), 29-35.
  • Dick, A. S. & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of The Academy of Marketing Science, 22(2), 99-113.
  • Evanschitzky, H., Iyer, G. R., Plassmann, H., Niessing, J. & Meffert, H. (2006). The relative strength of affective commitment in securing loyalty in service relationships. Journal of Business Research, 59(12), 1207-1213.
  • Ferrandi, J. M. & Valette-Florence, P. (2002). Premiers test et validation de la transposition d'une echelle de personnalité humaine aux marques. Recherche et Applications en Marketing, 17(3), 21-40.
  • Fornell, C. & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1). 39-50.
  • Fullerton, G. (2003). When does commitment lead to loyalty?. Journal of Service Research, 5(4), 333-344.
  • Gegez, E. (2010). Pazarlama Araştırmaları. 3. Baskı. İstanbul: Beta.
  • Gordon, W. (1996). Accessing the brand through research. In D. Cowley (Ed.), Understanding Brands, London: Kogan Page, 33-56.
  • Gruen, T. W., Summers, J. O. & Acito, F. (2000). Relationship marketing activities, commitment and membership behaviors in professional associations. Journal of Marketing, 64(3), 34-49.
  • Hankinson, G. & Cowking, P. (1993). Branding in Action: Cases and Strategies for Profitable Brand Management. Londra: McGraw-Hill.
  • Hair, J. F., Wolfinbarger, M., Bush, R. & Ortinau, D. (2009). Essentials of Marketing Research. New York: McGraw Hill.
  • Hair, J. F., William, C. B., Babin, B.J. & Anderson, R. E. (2014). Multivariate Data Analysis. 7th Edition. Essex: Pearson Education Limited.
  • Holbrook, M. B. (2000). The millennial consumer in the texts of our times: Experience and entertainment. Journal of Macromarketing, 20(2), 178-192.
  • Holbrook, M. B. & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings and fun. Journal of Consumer Research, 9, 132-140.
  • Hoyer, W. D., MacInnis, D. J. & Pieters, R. (2012). Customer Behavior. 6th Edition. Mason: South-Western. Iglesias, O., Singh, J. J. & 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.
  • Jacoby, J. & Chestnut, R. W. (1978). Brand Loyalty: Measurement and Management. New York: John Wiley & Sons Inc.
  • Jackson, D. L. (2003). Revisiting sample size and number of parameter estimates: Some support for the n:q hypothesis. Structural Equation Modeling, 10(1), 128-141.
  • Kaya, İ. (2009). Pazarlama Bi’tanedir. 4. Dijital Baskı. İstanbul: Babıali Kültür Yayıncılığı.
  • Keller, K. L. (2003). Understanding brands, branding and brand equity. Interactive Marketing, 5(1), 7-20.
  • Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity Global Edition. 4th Edition. New York: Pearson Education Inc.
  • King, S. (1973). Developing New Brands. London: Pitman.
  • Kline, R. B. (2015). Principles and Practice of Structural Equation Modeling. Fourth Edition. New York: Guilford Publications.
  • Kotler, P. & Pfoertsch, W. (2010). Ingredient Branding: Making The Invisible Visible. Berlin: Springer Science & Business Media.
  • Kotler, P. & Armstrong, G. (2011). Principles of Marketing. 14th Edition. New Jersey: Pearson Prentice Hall.
  • Kumar, V., Pozza, I. D. & Ganesh, J. (2013). Revisiting the satisfaction–loyalty relationship: Empirical generalizations and directions for future research. Journal of Retailing, 89(3). 246-262.
  • Kurşunluoğlu, E. (2011). Customer service effects on customer satisfaction and customer loyalty: A field research in shopping centers in Izmir City-Turkey. International Journal of Business and Social Science, 2(17), 52-59.
  • Kurtuluş, K. (2010). Araştırma Yöntemleri. İstanbul: Türkmen Kitabevi.
  • Lamb, C., Hair, J. F. & McDaniel, C. (2012). Marketing. Second Edition. Toronto: Nelson Education.
  • Louis, D. & Lombart, C. (2010). Impact of brand personality on three major relational consequences (trust, attachment, and commitment to the brand). Journal of Product & Brand Management, 19(2), 114-130.
  • Malhotra, N. K. (2010). Marketing Research: An Applied Orientation. Global Sixth Edition. New Jersey: Pearson Prentice Hall.
  • Noel, H. (2009). Basics Marketing 01: Consumer Behaviour. Lozan: AVA Publishing.
  • Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17, 460-469.
  • Oliver, R. L. (2015). Satisfaction: A Behavioral Perspective on The Consumer. Second Edition. New York: Routledge.
  • Özkan, E. (2013). İnternette kullanıcıların oluşturduğu içeriklerin bilgi yükü ve tüketici kafa karışıklığı açısından incelenmesi (Yayınlanmamış Yüksek Lisans Tezi). Gazi Üniversitesi, Ankara.
  • Özkan, E. & Tolon, M. (2015). The effects of information overload on consumer confusion: An examination on user generated content. Bogazici Journal, 29(1), 27-51.
  • Padgett, D. & Allen, D. (1997). Communicating experiences: A narrative approach to creating service brand image. Journal of Advertising, 26(4), 49-62.
  • Park, C. W. & MacInnis, D. J. (2006). What's in and what's out: Questions on the boundaries of the attitude construct. Journal of Consumer Research, 33(1), 16-18.
  • Park, C. W., MacInnis, D. J. & Priester, J. (2008). Brand attachment: Constructs, consequences, and causes. Foundations and Trends In Marketing, 1(3), 191-230.
  • Patterson, M. (1999). Re-appraising the concept of brand image. Journal of Brand Management, 6(6), 409-426.
  • Pine, J. B. & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard Business Review. https://hbr.org/1998/07/welcome-to-the-experience-economy. (Erişim Tarihi: 17.03.2016).
  • Pine, J. B. & Gilmore, J. H. (2012). Deneyim Ekonomisi. (Cinemre, L., Çev.) İstanbul: Optimist.
  • Poulsson, S.H.G. & Kale, S.H. (2004). The experience economy and commercial experiences. The Marketing Review, 4(3), 267-277.
  • Ramaseshan, B. & 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(7-8), 664-683.
  • Restall, C. & Gordon, W. (1993). Brands-the missing link: Understanding the emotional relationship. Marketing and Research Today, 21(2), 59-59.
  • Sarstedt, M. & Mooi, E. (2014). A Concise Guide to Market Research: The Process, Data And Methods Using IBM SPSS Statistics. Second Edition. Berlin: Springer.
  • Schermelleh-Engel, K., Moosbrugger, H. & Müller, H. (2003). Evaluating the fit of structural equation models: Tests of significance and descriptive goodness of fit measures. Methods of Psychological Research Online, 8(2), 23-74.
  • Schmitt, B. H. (1999). Experiential marketing. Journal of Marketing Management, 15(1-3), 53-67.
  • Schmitt, B. H. (2010). Experience marketing: Concepts, frameworks and consumer insights. Foundations and Trends in Marketing, 5(2), 55-112.
  • Schmitt, B. H. & Zarantonello, L. (2013). Consumer experience and experiential marketing: A critical review. Review of Marketing Research, 10, 25-61
  • Schmitt, B. H., Brakus, J. & Zarantonello, L. (2014). The current state and future of brand experience. Journal of Brand Management, 21(9), 727-733.
  • Swaminathan, V., Stilley, K. M. & Ahluwalia, R. (2008). When brand personality matters: The moderating role of attachment styles. Journal of Consumer Research, 35(6), 985-1002.
  • Tam, L., Wood, W. & Ji, M. F. (2009). Brand loyalty is not habitual. In D. J. MacInnis, C. W. Park & J. R. Priester (Eds.), Handbook of Brand Relationships. Armonk: M.E. Sharpe Inc, 43-62.
  • Tennant, A. (1994). Creating brand power. In P. Stobart (Ed.), Brand Power. London: Springer, 33-52.
  • Triplett, T. (1994). Brand personality must be managed or it will assume a life of its own. Marketing News, 28(10), 9-9.
  • Türk Dil Kurumu. Güncel Türkçe Sözlük. http://www.tdk.gov.tr/index.php?option=com_gts&arama=gts&guid=TDK.GTS.5c49c30d925537.95831530. (Erişim Tarihi: 24.01.2019).
  • Türk Dil Kurumu. Bilim ve Sanat Terimleri Ana Sözlüğü. http://www.tdk.gov.tr/index.php?option=com_bilimsanat&arama=kelime&guid=TDK.GTS.5c49c3f6dcb119.00911343. (Erişim Tarihi: 24.01.2019)
  • Upshaw, L. B. (1995). Building Brand Identity: A Strategy for Success In A Hostile Marketplace. New York: John Wiley & Sons.
  • Yoo, B. & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1-14.
  • You-Ming, C. (2010). Study on the impacts of experiential marketing and customers, satisfaction based on relationship quality. International Journal Of Organizational Innovation, 3(1), 189-209.
  • Yuan, Y. H. E. & Wu, C. K. (2008). Relationships among experiential marketing, experiential value and customer satisfaction. Journal of Hospitality & Tourism Research, 32(3), 387-410
There are 75 citations in total.

Details

Primary Language Turkish
Journal Section Makale Başvuru
Authors

Ahmet Şekerkaya 0000-0002-4885-5134

Gülçin Erdoğan 0000-0002-2214-2582

Publication Date July 24, 2019
Published in Issue Year 2019 Volume: 14 Issue: 52

Cite

APA Şekerkaya, A., & Erdoğan, G. (2019). MARKA KİŞİLİĞİNİN VE MARKA SADAKATİNİN OLUŞUMUNDA DENEYİMSEL PAZARLAMANIN ROLÜ. Öneri Dergisi, 14(52), 372-400. https://doi.org/10.14783/maruoneri.594979

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Öneri

Marmara UniversityInstitute of Social Sciences

Göztepe Kampüsü Enstitüler Binası Kat:5 34722  Kadıköy/İstanbul

e-ISSN: 2147-5377