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Marka Performansının Kafa Karışıklığı Belirsizlikten Kaçınma ve Marka Sadakati Üzerindeki Aracılık Etkisi

Yıl 2019, Cilt: 34 Sayı: 4, 491 - 510, 31.12.2019

Çiğdem Unurlu

https://doi.org/10.24988/ije.2019344879
Cited By: 1

Öz

Bu çalışmanın amacı marka performansının kafa karışıklığı ile marka sadakati arasındaki ilişki üzerinde ve belirsizlikten kaçınma ile marka sadakati arasındaki ilişki üzerindeki aracılık etkisinin olup olmadığını test etmektir. Önerilen kavramsal model 437 katılımcıdan elde edilen verilerle test edilmiştir. Yapılan analizler sonucunda marka performansının kafa karışıklığı ile marka sadakati arasındaki ilişki üzerinde tam aracılık etkisinin olduğu ve belirsizlikten kaçınma ile marka sadakati arasındaki ilişki üzerinde ise kısmi aracılık etkisi olduğu sonucuna ulaşılmıştır. Ayrıca analizler neticesinde belirsizlikten kaçınmanın marka performansı üzerindeki değişkenliğin %28’ini, kafa karışıklığının marka performansı üzerindeki değişkenliğin %14’ünü ve marka performansının marka sadakatindeki değişkenliğin %81’ni açıkladığı tespit edilmiştir. Diğer taraftan kafa karışıklığının marka sadakatini direk olarak etkilemediği ve kafa karışıklığının marka sadakatini marka performansı üzerinden etkilediği sonucuna ulaşılmıştır.

Anahtar Kelimeler

Kafa Karışıklığı Belirsizlikten Kaçınma Marka Performansı Marka Sadakati Karar Verme İşlemi

Kaynakça

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The Mediating Role of Brand Performance on the Relationship between Confusion - Brand Loyalty and Uncertainty Avoidance – Brand Loyalty

Yıl 2019, Cilt: 34 Sayı: 4, 491 - 510, 31.12.2019

Çiğdem Unurlu

https://doi.org/10.24988/ije.2019344879
Cited By: 1

Öz

The purpose of this study is to determine whether brand performance has mediating effect on the relationship between confusion - brand loyalty and between uncertainty avoidance – brand loyalty or not. The proposed model was tested on 437 participants. As a result of the analysis, it was revealed that brand performance has a full mediating effect on the relationship between the confusion and brand loyalty, and a partial mediating effect on the relationship between the uncertainty avoidance and brand loyalty. Also, as a result of the model testing, it was found that uncertainty avoidance explained 28% of the variability in brand performance, confusion explained 14% of the variability in brand performance and also brand performance explained 81% of the variability in brand loyalty. On the other hand, confusion does not directly affect brand loyalty but it affects brand loyalty through brand performance.

Anahtar Kelimeler

Confusion Uncertainty Avoidance Brand Performance Brand Loyalty Decision-making Process

Kaynakça

  • Aaker D. A. (1996). Measuring Brand Equity Across Products and Markets. Californiya Management Review, 38 (3),102-120. DOI: 10.2307/41165845
  • Agbonifoh, B. A., & Elimimian, J. U. (1999). Attitudes of Developing Countries towards ‘Country-of-Origin’ Products in an Era of Multiple Brands. Journal of International Consumer Marketing, 11(4), 97-116. http://dx.doi.org/10.1177/097226290601000306
  • Akman, G., Özkan, C., & Eriş, H. (2008). Analysis the Effects of Strategy Orientation and Firm Strategy Orientation and Firm Strategies on Firm Performance. İstanbul Commerce University Journal of Science, 7(13), 93-115.
  • Aksoy, T., “Hofstede and the Dimension of Cultures”, https://medyakulturvetoplum.wordpress.com/2010/03/12/hofstede-ve-kulturun-boyutlari/, (Accessed Date: 28.08.2018).
  • Alarabi, S. & Grönblad, S. (2010). The Effects of Consumer Confusion on Decision Postponement and Brand Loyalty in a Low Involvement Product Category (Unpublished Master’s Thesis). Upsala University, Sweden.
  • Albayrak, A. S. (2005). Biased Estimation Techniques Alternative to Least Squares Technique in the Presence of Multicollinearity and An Application. Zongudak Karaelmas University Social Sciences Journal, 1 (1):105
  • Assaf A. G., Josiassen A., Woo, L., Agbola, F. W. & Tsionas, M. (2017). Destination Characteristics that Drive Hotel Performance: A State-of-the-Art Global Analysis. Tourism Management, 60, 270-279. https://doi.org/10.1016/j.tourman.2016.12.010.
  • Baldauf A, Cravens K. S. & Binder G., (2003). Performance Consequences of Brand Equity Management Evidence from Organization in the Value Chain. Journal of Product & Brand Management, 12 (4), 220-236. DOI: 10.1108/10610420310485032
  • Barbopoulos, I. & Johansson L.-O. (2017). The Consumer Motivation Scale: A Detailed Review of Item Generation, Exploration, Confirmation, and Validation Procedures. Data in Brief, 13, 88-107. doi.org/10.1016/j.dib.2017.04.054
  • Baron, R. M. & Kenny, D. A. (1986). The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, And Statistical Considerations. Journal of Personality and Social Psychology, 51 (6), 1173-1182
  • Baykul, Y. (1979). A Comparison of Implicit Features and Classical Test Theories, (Unpublished Doctorate Thesis). Hacettepe University, Ankara.
  • Birsel, M, İslamoğlu, G. & Börü, D. (2009). Conflict Management Styles in Relation to Cultural Dimensions. Journal of Dokuz Eylül University Business Faculty, 10 (2), Retrieved from https://dergipark.org.tr/tr/pub/ifede/issue/4595/62833
  • Burmaoğlu, S., Polat, M. & Meydan, C. H., (2013). Relational Analysis Methods in Organizational Behavior Literature and an Investigation on the Use of Mediational Models in Turkish Literature. Anadolu University Social Sciences Journal, 13 (1), 13-26.
  • C. Unurlu & S. Uca (2017). The Effect of Culture on Brand Loyalty through Brand Performance and Brand Personality. International Journal of Tourism Research, 19 (6), 672–681.
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Toplam 95 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Bölüm Makaleler
Yazarlar

Çiğdem Unurlu Bu kişi benim 0000-0001-5653-6013

Yayımlanma Tarihi 31 Aralık 2019
Gönderilme Tarihi 21 Mayıs 2019
Kabul Tarihi 27 Aralık 2019
Yayımlandığı Sayı Yıl 2019 Cilt: 34 Sayı: 4

Kaynak Göster

APA Unurlu, Ç. (2019). The Mediating Role of Brand Performance on the Relationship between Confusion - Brand Loyalty and Uncertainty Avoidance – Brand Loyalty. İzmir İktisat Dergisi, 34(4), 491-510. https://doi.org/10.24988/ije.2019344879

Cited By

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İZMİR İKTİSAT DERGİSİ 2022 yılı 37. cilt 1. sayı ile birlikte sadece elektronik olarak yayınlanmaya başlamıştır.