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Marka Denkliği Ve Marka Aşkı İlişkisine Kavramsal Bir Bakış

Year 2019, Volume: 10 Issue: 20, 110 - 127, 30.11.2019

Abstract

Günümüzde
yoğun rekabet ortamı, pazarlama anlayışında da değişimler meydana getirmiştir.
Rekabet avantajı elde edebilmek amacıyla firmalar marka ile tüketici arasında
duygusal bir bağ kurarak, marka denkliğini sağlamayı ve marka imajını
güçlendirmeyi hedeflemektedir. Bunu sağlayabilmek için ise, pazarlama
dünyasında yeni yeni gündeme gelmeye başlayan marka aşkı kavramını iyi analiz
etmeleri gerekmektedir. Günümüzde pek çok farklı markanın pek çok farklı
ürünüyle karşı karşıya kalan, pek çok alternatife sahip olan tüketiciler bir
markanın ürününü veya hizmetini satın alırken sadece ürünün veya hizmetin
özelliklerine göre satın almak istememekte, 
markanın kendileriyle bağ kurmasını, duygusal yönden de kendilerine
fayda sağlamasını beklemektedirler. Tüketiciler, aşık oldukları markaları  hayatlarının bir parçası haline getirme
eğilimindedirler. Markaya aşkla bağlanan tüketiciler, bu marka için daha fazla
para ödemeyi kabul etmekte, memnuniyetini yakın çevresiyle paylaşmakta, markaya
çeşitli platformlarda destek vermektedir . Bu nedenle, markaların marka
denkliği oluşturabilmeleri, var olan müşterilerini daha çok kendilerine bağlayabilmeleri,
potansiyel müşterilerini ise kendilerine çekebilmeleri için  tüketiciler ile marka arasında aşk bağı oluşturmaları
son derece önemlidir.

References

  • KAYNAKÇAAAKER, David (1991), Managing Brand Equity, The Free Press, New York.AKDENİZ AR, A. ve R. Saydan, (2004). Markanın Oluşturulmasında Konumlandırma Stratejisi ve Mavi Jeans Örneği, Mevzuat Dergisi, Yıl 7, Sayı 67, ss. 1-12.AŞKIN, N. ve İ. İpek, (2016). Marka Aşkının Marka Deneyimi ile Marka SadakatiArasındaki İlişkiye Aracılık Etkisi, Ege Akademik Bakış, Yıl 16, Sayı 1, ss. 79-94.BAİRRADA, C. M., F. Coelho ve A. Coelho, (2018), Antecedents And Outcomes Of Brand Love: Utilitarian And Symbolic Brand Qualities, European Journal of Marketing, Vol. 52, No. 3/4, ss. 656–682.BATRA, R., A. Ahuvia ve R. P. Bagozzi, (2012), Brand Love, Journal of Marketing, Vol. 76, No. 2, ss. 1–16.BERGVİST, L.ve T. Bech-Larsen, (2010), Two Studies Of Consequences And Actionable Antecedents Of Brand Love. Journal of Brand Management, Vol. 17, No. 7, ss. 504–518. BIÇAKCIOĞLU, N., İ. İpek ve G. Bayraktaroğlu, (2016), Antecedents And Outcomes of Brand Love: The Mediating Role of Brand Loyalty, Journal of Marketing Communications, ss. 1–15.BLAKSTON, Max (2018), Brand Love is not Enough: A Theory of Consumer Brand Relationships in Practice, Routledge Publications, New York.BUDELMANN, K., C. Wozniak ve Y. Kim (2010), Brand Identity Essentials : 100 Principles for Designing Logos and Building Brands, Mass: Rockport Publishers, Beverly.CAN, Emel (2014), Marka ve Marka Yapılandırma, Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi, Yıl 22, Sayı 1, ss. 225-237.CARROLL, B. A. ve A. C. Ahuvia, (2006), Some Antecedents and Outcomes of Brand Love, Marketing Letters, Vol. 17, No. 2, ss. 79–89.DEMİRELİ, C., D. Taşkın ve B. Çetinkasap, (2014), Marka - Maskot Bütünleşmesi Turkcell Örneği, Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Yıl 19, Sayı 1, ss. 159-166.DİCK, A. S. ve K. Basu, (1994), Customer Loyalty: Toward an Integrated Conceptual Framework, Journal of the Academy of Marketing Science, Vol. 22, No. 2, ss. 99-113.DİKCİUS, V., E. Seimiene ve R. Casas, (2018), Brand Personality Scale: Is It Applicable for a Small Emerging Country? Organizations & Markets in Emerging Economies, Vol. 9, No. 2, ss. 324–341.EKDİ, Barış (2005), Marka İmajı Yaratma ve Yerleştirme. Yayınlanmamış Yüksek Lisans Tezi, Ankara Üniversitesi, Ankara.FAYVİSHENKO, Diana (2018), Formation of Brand Positioning Strategy, Baltic Journal Of Economic Studies, Vol. 4, No. 2, ss. 245-248.FEHR, Beverley (2006), A Prototype Approach to Studying Love, Editörler: STERNBERG R.J. ve K. Weis, The New Psychology of Love, Yale University Press, ss. 225–246.FİLHO, C.G., P.R.R. Monteiro ve G.Q. Souki, (2010), The Impacts of Brand Love, Brand Equity in the Consumer’s Loyalty and the Customer’s Purchase Intentions: The Development and Testing of Alternative Models in the Automotive Sector, 36. ANPAD Congress, Rio De Janeiro.FOURNİER, Susan, (1998), Consumers and Their Brands: Developing Relationship Theory in Consumer Research, Journal of Consumer Research, Vol. 24, No. 4, ss. 343–353.HE, H., L.C. Harris, W. Wang ve K. Haider, (2016), Brand İdentity And Online Self-Customisation Usefulness Perception, Journal of Marketing Management, Vol. 32, No. 13-14, ss. 1308-1332.HİRSCHMAN, E. C. ve M. B. Holbrook, (1982), Hedonic Consumption: Emerging Concepts, Methods and Propositions, Journal of Marketing, Vol. 46, No. 3, ss. 92-101.HOEFFLER, S. ve K.L. Keller, (2003), The Marketing Advantages Of Strong Brands. Journal Of Brand Management, Vol. 10, No. 6, ss. 421–445.KAPFERER, Jean Noel (2012), The New Strategic Brand Management : Advanced Insights and Strategic Thinking, (5. Baskı), Kogan Page, London.KELLER, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1–22.KELLER, Kevin Lane (2009), Building Strong Brands in A Modern Marketing Communications Environment, Journal Of Marketing Communications, Vol. 15, No. 1, ss. 139–155.KOTLER, Philipp (2002), Marketing Management, Millenium Edition, Pearson Custom Publishing, USA.LANGNER, T., D. Bruns, A. Fischer ve J. R. Rossiter, (2014), Falling İn Love With Brands: A Dynamic Analysis Of The Trajectories Of Brand Love, Marketing Letters, Vol. 27, No. 1, ss. 15–26.LASTOVİCKA, J. L. ve N. J. Sirianni, (2011), Truly, Madly, Deeply: Consumers in the Throes of Material Possession Love, Journal of Consumer Research, Vol. 38, No. 2, ss. 323–342. MACINNİS, D.J., C.W. Park ve J.W. Priester, (2014), Handbook of Brand Relationships. M.E. Sharpe Publications, USA.MEDİACAT ONLİNE (2018), https://mediacat.com/soz-en-sevilen-markalarda/, Erişim Tarihi: 02.06.2019.MOLİNİLLO, S., Y. Ekinci, A. Japutra, (2019), A Consumer- Based Brand Performance Model for Assessing Brand Success, International Journal of Market Research, Vol. 61, No. 1, ss. 93-110.NAM, J., Y. Ekinci ve G. Whyatt, (2011), Brand Equıty, Brand Loyalty and Consumer Satısfactıon, Annals of Tourism Research, Vol. 38, No. 3, ss. 1009–1030.OLİVER, Richard (1999), Whence Consumer Loyalty?, Journal of Marketing, Vol. 63, No. 1, ss. 33-44.ÖNEN, Vahap (2018), Marka Değerinin Marka Aşkına Etkisinin İncelenmesi: Starbucks Cafe Örneği, Avrasya Sosyal ve Ekonomi Araştırmaları Dergisi (ASEAD), Yıl 5, Sayı 1, ss. 49-63.ÖZYER, Gül Nihan (2015), Marka Aşkının Marka Sadakati ve Ağızdan Ağıza Pazarlamaya Etkisi: Pilot Bir Araştırma, Yayınlanmamış Yüksek Lisans Tezi, Marmara Üniversitesi Sosyal Bilimler Enstitüsü, İstanbul.PARK, C.W., J. Jaworski ve D.J. MacInnis, (1986), Strategic Brand Concept-İmage Management, Journal of Marketing, Vol. 50 No. 4, ss. 135 – 145.PRENTİCE, C., X. Wang ve S.M.C. Loureiro, (2019), The Influence of Brand Experience and Service Quality on Customer Engagement. Journal of Retailing and Consumer Services, Vol. 50, No. 2019), ss. 50-59.RAUSCHNABEL, P., A., Ahuvia, B. Ivens ve A. Leischnig, (2015), The Personality of Brand Lovers, Consumer Brand Relationships, ss. 108–122.ROBERTSON, Kim (1989), Strategically Desirable Brand Name Characteristics, Journal of Consumer Marketing, Vol. 46, No. 4, ss. 61-71.RODRİGUES, P., R. Reis ve I. Cantista, (2014), Consumer Behavior: How the “Brand Love” Affects You, Ideas in Marketing: Finding the New and Polishing the Old, ss. 583–588.ROSSİTER, J. ve S. Bellman, (2012), Emotional Branding Pays Off, Journal of Advertising Research, Vol. 52, No. 3, ss. 291–296.ROY, S. K., A. Eshghi ve A. Sarkar, (2012), Antecedents and Consequences of Brand Love, Journal of Brand Management, Vol. 20, No. 4, ss. 325–332.SİLVEİRA, C., C. Lages ve C. Simoes, (2010), Revisiting the Concept of Brand Identity: A Dynamic Perspective, Submitted 6. Thought Leaders International Conference in Brand Management, April 18-20, Lugano, 1-16.SHİMP, T. ve T. Madden, (1988), Consumer-Object Relations: A Conceptual Framework Based Analogously on Sternberg’s Triangular Theory of Love, Advances in Consumer Research, Vol. 15, No. 1, ss. 163-168.SLADE, Catharine (2016), Creating a Brand Identity : A Guide for Designers, Laurence King Publishing, London.SONG, H., J. Wang ve H. Han, (2019), Effect Of İmage, Satisfaction, Trust, Love, And Respect On Loyalty Formation For Name-Brand Coffee Shops, International Journal of Hospitality Management, Vol. 79, No. 1, ss. 50–59.STERNBERG, R. J. (1986), A Triangular Theory Of Love, Psychological Review, Vol. 93, No. 2, ss. 119–135.THOMPSON, M., D. MacInnis ve C.W Park, (2005), The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands, Journal of Consumer Psychology, Vol. 15, No. 1, ss. 77-91.TORLAK, Ö. ve V. Doğan, (2011), Üniversite Adaylarının Üniversite Marka Algılarının Üniversite Tercihlerine Etkilerinin Ölçümü: Eskişehir Örneği, Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi, Yıl 12, Sayı 1, ss. 97-113.TOSUN, Nurhan Babür (2017), Marka Yönetimi, 2. Baskı, Beta, İstanbul.UZTUĞ, Ferruh (2003), Markan Kadar Konuş, 2. Baskı, MediaCat Yayınları, İstanbul.WANG, Y.O., J.A. Allen, N. Sahoury ve H. Zhang, (2004), Falling in Love with a Product: The Structure of a Romantic Consumer-Product Relationship. Advances in Consumer Research, Vol. 31, No. 1, ss. 320–327. WHEELER, Alina (2012), Design Brand Identity: An Essential Guide for the Whole Branding Team, 3. Baskı, Bookman, New York.YENGİN ATAMAN, Didem (2012), Mekanikleşen Birey: Arçelik Örneğinin R. Barthes’a Göre Çözümlemesi, The Turkish Online Journal of Design, Art and Communication, Yıl 2, S
Year 2019, Volume: 10 Issue: 20, 110 - 127, 30.11.2019

Abstract

References

  • KAYNAKÇAAAKER, David (1991), Managing Brand Equity, The Free Press, New York.AKDENİZ AR, A. ve R. Saydan, (2004). Markanın Oluşturulmasında Konumlandırma Stratejisi ve Mavi Jeans Örneği, Mevzuat Dergisi, Yıl 7, Sayı 67, ss. 1-12.AŞKIN, N. ve İ. İpek, (2016). Marka Aşkının Marka Deneyimi ile Marka SadakatiArasındaki İlişkiye Aracılık Etkisi, Ege Akademik Bakış, Yıl 16, Sayı 1, ss. 79-94.BAİRRADA, C. M., F. Coelho ve A. Coelho, (2018), Antecedents And Outcomes Of Brand Love: Utilitarian And Symbolic Brand Qualities, European Journal of Marketing, Vol. 52, No. 3/4, ss. 656–682.BATRA, R., A. Ahuvia ve R. P. Bagozzi, (2012), Brand Love, Journal of Marketing, Vol. 76, No. 2, ss. 1–16.BERGVİST, L.ve T. Bech-Larsen, (2010), Two Studies Of Consequences And Actionable Antecedents Of Brand Love. Journal of Brand Management, Vol. 17, No. 7, ss. 504–518. BIÇAKCIOĞLU, N., İ. İpek ve G. Bayraktaroğlu, (2016), Antecedents And Outcomes of Brand Love: The Mediating Role of Brand Loyalty, Journal of Marketing Communications, ss. 1–15.BLAKSTON, Max (2018), Brand Love is not Enough: A Theory of Consumer Brand Relationships in Practice, Routledge Publications, New York.BUDELMANN, K., C. Wozniak ve Y. Kim (2010), Brand Identity Essentials : 100 Principles for Designing Logos and Building Brands, Mass: Rockport Publishers, Beverly.CAN, Emel (2014), Marka ve Marka Yapılandırma, Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi, Yıl 22, Sayı 1, ss. 225-237.CARROLL, B. A. ve A. C. Ahuvia, (2006), Some Antecedents and Outcomes of Brand Love, Marketing Letters, Vol. 17, No. 2, ss. 79–89.DEMİRELİ, C., D. Taşkın ve B. Çetinkasap, (2014), Marka - Maskot Bütünleşmesi Turkcell Örneği, Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Yıl 19, Sayı 1, ss. 159-166.DİCK, A. S. ve K. Basu, (1994), Customer Loyalty: Toward an Integrated Conceptual Framework, Journal of the Academy of Marketing Science, Vol. 22, No. 2, ss. 99-113.DİKCİUS, V., E. Seimiene ve R. Casas, (2018), Brand Personality Scale: Is It Applicable for a Small Emerging Country? Organizations & Markets in Emerging Economies, Vol. 9, No. 2, ss. 324–341.EKDİ, Barış (2005), Marka İmajı Yaratma ve Yerleştirme. Yayınlanmamış Yüksek Lisans Tezi, Ankara Üniversitesi, Ankara.FAYVİSHENKO, Diana (2018), Formation of Brand Positioning Strategy, Baltic Journal Of Economic Studies, Vol. 4, No. 2, ss. 245-248.FEHR, Beverley (2006), A Prototype Approach to Studying Love, Editörler: STERNBERG R.J. ve K. Weis, The New Psychology of Love, Yale University Press, ss. 225–246.FİLHO, C.G., P.R.R. Monteiro ve G.Q. Souki, (2010), The Impacts of Brand Love, Brand Equity in the Consumer’s Loyalty and the Customer’s Purchase Intentions: The Development and Testing of Alternative Models in the Automotive Sector, 36. ANPAD Congress, Rio De Janeiro.FOURNİER, Susan, (1998), Consumers and Their Brands: Developing Relationship Theory in Consumer Research, Journal of Consumer Research, Vol. 24, No. 4, ss. 343–353.HE, H., L.C. Harris, W. Wang ve K. Haider, (2016), Brand İdentity And Online Self-Customisation Usefulness Perception, Journal of Marketing Management, Vol. 32, No. 13-14, ss. 1308-1332.HİRSCHMAN, E. C. ve M. B. Holbrook, (1982), Hedonic Consumption: Emerging Concepts, Methods and Propositions, Journal of Marketing, Vol. 46, No. 3, ss. 92-101.HOEFFLER, S. ve K.L. Keller, (2003), The Marketing Advantages Of Strong Brands. Journal Of Brand Management, Vol. 10, No. 6, ss. 421–445.KAPFERER, Jean Noel (2012), The New Strategic Brand Management : Advanced Insights and Strategic Thinking, (5. Baskı), Kogan Page, London.KELLER, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1–22.KELLER, Kevin Lane (2009), Building Strong Brands in A Modern Marketing Communications Environment, Journal Of Marketing Communications, Vol. 15, No. 1, ss. 139–155.KOTLER, Philipp (2002), Marketing Management, Millenium Edition, Pearson Custom Publishing, USA.LANGNER, T., D. Bruns, A. Fischer ve J. R. Rossiter, (2014), Falling İn Love With Brands: A Dynamic Analysis Of The Trajectories Of Brand Love, Marketing Letters, Vol. 27, No. 1, ss. 15–26.LASTOVİCKA, J. L. ve N. J. Sirianni, (2011), Truly, Madly, Deeply: Consumers in the Throes of Material Possession Love, Journal of Consumer Research, Vol. 38, No. 2, ss. 323–342. MACINNİS, D.J., C.W. Park ve J.W. Priester, (2014), Handbook of Brand Relationships. M.E. Sharpe Publications, USA.MEDİACAT ONLİNE (2018), https://mediacat.com/soz-en-sevilen-markalarda/, Erişim Tarihi: 02.06.2019.MOLİNİLLO, S., Y. Ekinci, A. Japutra, (2019), A Consumer- Based Brand Performance Model for Assessing Brand Success, International Journal of Market Research, Vol. 61, No. 1, ss. 93-110.NAM, J., Y. Ekinci ve G. Whyatt, (2011), Brand Equıty, Brand Loyalty and Consumer Satısfactıon, Annals of Tourism Research, Vol. 38, No. 3, ss. 1009–1030.OLİVER, Richard (1999), Whence Consumer Loyalty?, Journal of Marketing, Vol. 63, No. 1, ss. 33-44.ÖNEN, Vahap (2018), Marka Değerinin Marka Aşkına Etkisinin İncelenmesi: Starbucks Cafe Örneği, Avrasya Sosyal ve Ekonomi Araştırmaları Dergisi (ASEAD), Yıl 5, Sayı 1, ss. 49-63.ÖZYER, Gül Nihan (2015), Marka Aşkının Marka Sadakati ve Ağızdan Ağıza Pazarlamaya Etkisi: Pilot Bir Araştırma, Yayınlanmamış Yüksek Lisans Tezi, Marmara Üniversitesi Sosyal Bilimler Enstitüsü, İstanbul.PARK, C.W., J. Jaworski ve D.J. MacInnis, (1986), Strategic Brand Concept-İmage Management, Journal of Marketing, Vol. 50 No. 4, ss. 135 – 145.PRENTİCE, C., X. Wang ve S.M.C. Loureiro, (2019), The Influence of Brand Experience and Service Quality on Customer Engagement. Journal of Retailing and Consumer Services, Vol. 50, No. 2019), ss. 50-59.RAUSCHNABEL, P., A., Ahuvia, B. Ivens ve A. Leischnig, (2015), The Personality of Brand Lovers, Consumer Brand Relationships, ss. 108–122.ROBERTSON, Kim (1989), Strategically Desirable Brand Name Characteristics, Journal of Consumer Marketing, Vol. 46, No. 4, ss. 61-71.RODRİGUES, P., R. Reis ve I. Cantista, (2014), Consumer Behavior: How the “Brand Love” Affects You, Ideas in Marketing: Finding the New and Polishing the Old, ss. 583–588.ROSSİTER, J. ve S. Bellman, (2012), Emotional Branding Pays Off, Journal of Advertising Research, Vol. 52, No. 3, ss. 291–296.ROY, S. K., A. Eshghi ve A. Sarkar, (2012), Antecedents and Consequences of Brand Love, Journal of Brand Management, Vol. 20, No. 4, ss. 325–332.SİLVEİRA, C., C. Lages ve C. Simoes, (2010), Revisiting the Concept of Brand Identity: A Dynamic Perspective, Submitted 6. Thought Leaders International Conference in Brand Management, April 18-20, Lugano, 1-16.SHİMP, T. ve T. Madden, (1988), Consumer-Object Relations: A Conceptual Framework Based Analogously on Sternberg’s Triangular Theory of Love, Advances in Consumer Research, Vol. 15, No. 1, ss. 163-168.SLADE, Catharine (2016), Creating a Brand Identity : A Guide for Designers, Laurence King Publishing, London.SONG, H., J. Wang ve H. Han, (2019), Effect Of İmage, Satisfaction, Trust, Love, And Respect On Loyalty Formation For Name-Brand Coffee Shops, International Journal of Hospitality Management, Vol. 79, No. 1, ss. 50–59.STERNBERG, R. J. (1986), A Triangular Theory Of Love, Psychological Review, Vol. 93, No. 2, ss. 119–135.THOMPSON, M., D. MacInnis ve C.W Park, (2005), The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands, Journal of Consumer Psychology, Vol. 15, No. 1, ss. 77-91.TORLAK, Ö. ve V. Doğan, (2011), Üniversite Adaylarının Üniversite Marka Algılarının Üniversite Tercihlerine Etkilerinin Ölçümü: Eskişehir Örneği, Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi, Yıl 12, Sayı 1, ss. 97-113.TOSUN, Nurhan Babür (2017), Marka Yönetimi, 2. Baskı, Beta, İstanbul.UZTUĞ, Ferruh (2003), Markan Kadar Konuş, 2. Baskı, MediaCat Yayınları, İstanbul.WANG, Y.O., J.A. Allen, N. Sahoury ve H. Zhang, (2004), Falling in Love with a Product: The Structure of a Romantic Consumer-Product Relationship. Advances in Consumer Research, Vol. 31, No. 1, ss. 320–327. WHEELER, Alina (2012), Design Brand Identity: An Essential Guide for the Whole Branding Team, 3. Baskı, Bookman, New York.YENGİN ATAMAN, Didem (2012), Mekanikleşen Birey: Arçelik Örneğinin R. Barthes’a Göre Çözümlemesi, The Turkish Online Journal of Design, Art and Communication, Yıl 2, S
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Details

Primary Language Turkish
Subjects Business Administration
Journal Section Makaleler
Authors

Melih Başkol 0000-0002-5257-9160

İlknur Asar This is me 0000-0003-3096-5420

Publication Date November 30, 2019
Submission Date June 27, 2019
Acceptance Date August 5, 2019
Published in Issue Year 2019 Volume: 10 Issue: 20

Cite

APA Başkol, M., & Asar, İ. (2019). Marka Denkliği Ve Marka Aşkı İlişkisine Kavramsal Bir Bakış. Bartın Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 10(20), 110-127.

Bartın Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Mayıs ve Kasım aylarında olmak üzere yılda iki defa yayımlanan, beş yılını doldurmuş çift kör hakemli uluslararası bir dergidir. Dergimiz 06.04.2015 tarihinden itibaren EBSCO Host’ta, Akademia Sosyal Bilimler İndeksi (ASOS), SOBIAD ve Google akademik indeksinde taranmaktadır. TR Dizin indeksinde taranması için de girişimlerde bulunulmuş olup değerlendirilme süreci devam etmektedir. 

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