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Marka Boyutlarının Marka Evangelizmine Etkisi

Year 2021, Volume: 6 Issue: 3, 299 - 315, 22.09.2021
https://doi.org/10.23834/isrjournal.882473

Abstract

Evangelizm kelimesinin saklı tabiatını meydana çıkarmak marka evangelizmini anlamayı daha da kolaylaştıracaktır. Yunanca “iyi haber” ve “ilan etmek” anlamına gelen bu kelime yüzyıllarca ilahiyatla bağdaştırılmıştır. Tüketiciler sahip oldukları baskın hisler ile hayran oldukları markadan yola çıkarak fikirlerini üçüncü kişilere ileterek evangelist olma yoluna girebilirler.
Çalışmanın amacı; marka boyutlarını oluşturan marka kimliği, marka güveni, marka memnuniyeti ve marka tutkusunun marka evamgelizmini nasıl etkilediğinin ortaya çıkarılmasıdır. Araştırma verileri Erzurum ilinde yaşayan 450 kişi üzerinden yüz yüze anket yöntemi kullanılarak toplanmıştır. 11.03.2020 – 21.03.2020 tarihleri arasında anket uygulanmıştır. Ankete katılanlardan hatalı cevap veren veya eksik yanıtlanan 12 anketin elenmesi sonucu toplamda 438 anket değerlendirmeye alınmıştır. SPSS 20 ve AMOS 20 programları kullanılarak elde edilen verilerin analizi gerçekleştirilmiştir. Yapılan analiz neticesinde; marka kimliğinin, marka güveninin ve marka tutkusunun marka evangelizmi üzerinde pozitif yönde etkisinin olduğu belirlenmiştir. Ancak memnuniyet ile marka evangelizmi arasında anlamlı herhangi bir ilişki bulunamamıştır. Henüz üzerinde ülkemizde yeterince durulmamış olan marka evangelizmi ile ilgili olan bu çalışmamızın, pazarlama literatüre katkı sağlayacağı ve ayrıca uygulayıcılar için de konuya daha fazla dikkat çekilmesine ve öneminin daha iyi anlaşılmasına katkı sağlayacağı düşünülmektedir.

References

  • Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. NY: Free Press, New York.
  • Ahmed, Z., Rizwan, M., Ahmad, M. & Haq, M. (2014). Effect of Brand Trust and Customer Satisfaction on Brand Loyalty in Bahawalpur. Journal of Sociological Research, 5(1), 306-326.
  • Anggarini, L. (2018). Understanding Brand Evangelism and the Dimensions Involved in a Consumer Becoming Brand Evangelist. Sriwijaya International Journal of Dynamic Economics and Business, 2(1), 63-84. Balıkçıoğlu, B. ve Oflazoğlu, S. (2015). Marka Evangelizmi, Benlik-Marka İmajı Uyumu ve Marka Sadakati İlişkisi Üzerine Ampirik Bir Araştırma. Tüketici ve Tüketim Araştırmaları Dergisi, 7(2), 19-45.
  • Becerra, E., P. & Badrinarayanan, V. (2013). The Influence of Brand Trust and Brand Identification on Brand Evangelism. Journal of Product & Brand Management, 22(5/6), 371-383.
  • Brown, J. H. & Alnawas, I. (2016). Service Quality and Brand Loyalty The Mediation Effect of Brand Passion, Brand Affection and Self-Brand Connection. International Journal of Contemporary Hospitality Management, 28(12), 2771-2794.
  • Cestare, T. (2018). Understanding the Antecedents and Outcomes of Brand Evangelism in the Digital Environment. Doctoral Dissertation, Pace University, New York City.
  • Chafer, L., S. (1911). True Evangelism: Winning Souls Through Prayer. Kregel Publications
  • Chaudhuri, A. & Holbrook, M. B. (2002). Product-Class Effects on Brand Commitment and Brand Outcomes: The Role of Brand Trust and Brant Affect. Brand Management, 10(1), 33-58.
  • Chen, N., Wang, Y., Li, J., Wei, Y. & Yuan, Q. (2020). Examining Structural Relationship among Night Tourism Experience, Lovemarks, Brand Satisfaction and Brand Loyalty on “Cultural Heritage Night” in South Korea. Sustainability, 12(17). 6723.
  • Craig, J. B., Dibrell, C. & Davis, P. S. (2008). Leveraging Family-Based Brand Identity to Enhance Firm Competitiveness and Performance in Family Businesses. Journal of Small Business Management, 46(3), 351-371.
  • Doss, S. K. (2010). Spreading the Good Word: Toward an Understanding of Brand Evangelism. Doctoral Dissertation, University of Texas Rio Grande Valley, Teksas.
  • Füller, J., Matzler, K. & Hoppe, M. (2008). Brand Community Members as a Source of Innovation. The Journal of Product Innovation Management, 25, 608-619.
  • Ghodeswar, B. M. (2008). Building Brand Identity in Competitive Markets: A Conceptual Model. Journal of Product & Brand Management, 17(1), 4-12.
  • Hajibabei, H. & Esmailpur, H. (2018). Providing Marketing Strategies Based on Studying the Role of Passion toward Brand, Self-Expression and Self-Brand Integration in Building Brand Trust. Journal of Industrial Strategic Management, 3(1), 55-67.
  • Hsu, L. C. (2019). Investigating the Brand Evangelism Effect of Community Fans on Social Networking Sites Perspectives on Value Congruity. Online Information Review, 43(5). 842-866.
  • Jamshidi, D. & Rousta, A. (2021). Brand Commitment Role in the Relationship Between Brand Loyalty and Brand Satisfaction: Phone Industry in Malaysia. Journal of Promotion Management, 27(1), 151-176.
  • Keller, K., L. (2012). Understanding the Richness of Brand Relationships: Research Dialogue on Brands as Intentional Agents. Journal of Consumer Psychology, 22(2), 186-190.
  • Kim, H. K., Lee, K. Y. & Baek, W. Y. (2020). Effect of Celebrity Athlete Endorsement on Sporting Goods Consumers’ Brand Passion and Loyalty. Social Behavior and Personality an International Journal, 48(5), 1-11.
  • Kuenzel, S. & Halliday, S. V. (2008). Investigating Antecedents and Consequences of Brand Identification. Journal of Product & Brand Management, 17(5), 293-304.
  • Lam, S. K., Ahearne, Y. K. & Schillewaert, N. (2010). Resistance to Brand Switching When a Radically New Brand is Introduced: A Social Identity Theory Perspective. Journal of Marketing, 74(6), 128-146.
  • Mabkhot, H. A. & Salleh, S. M. & Shaari, H. (2016). The Mediating Effect of Brand Satisfaction on the Relationship Between Brand Personality and Brand Loyalty: Evidence from Malaysia. Management Science Letters, 6, 87-98.
  • Mamesah, S., Tumbuan, W. J. F. A. & Tielung, M. V. J. (2020). The Influence of Brand Identification and Brand Satisfaction of Smartphone Products on Brand Evangelism. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 8(1), 11-20.
  • Marticotte, F., Arcand, M. & Baudry, D. (2016). The Impact of Brand Evangelism on Oppositional Referrals Towards a Rival Brand. Journal of Product & Brand Management, 25(6), 538-549.
  • Matzler, K., Pichler, E., A. & Hemetsberger, A. (2007). Who is Spreading the Word? The Positive Influence of Extraversion on Consumer Passion and Brand Evangelism. 2007 AMA Winter Educators’ Conference Marketing Theory and Applications, 25-32.
  • Mehran, M. M., Kashmiri, T. & Pasha A. T. (2017). Effects of Brand Trust, Brand Identification and Quality of Service on Brand Evagelism: A Study of Restaurants in Multan. Journal of Arable Crops and Marketing, 2(1), 7-22.
  • Pourazad, N., Pare, V. & Saniee, A. (2015). Brand Passion: What Would Customers Do for Their Favourite Brands. In Melbourne International Business and Social Science Research Conference, 1-7.
  • Pusa, S & Uusitalo, L. (2014). Creating Brand Identity in Art Museums: A case Study. International Journal of Arts Management, 17(1), 18-30.
  • Rather, R. A. (2018). Investigating the Impact of Customer Brand Identification on Hospitality Brand Loyalty: A Social Identity Perspective. Journal of Hospitality Marketing & Management, 27(5), 487-513.
  • Riivits-Arkonsuo, L., Kaljund, K. & Leppiman, A. (2014). Consumer Journey from First Experience to Brand Evangelism. Research in Economics and Business: Central and Eastern Europe, 6(1), 5-27.
  • Riorini, S. V. & Widayati, C. C. (2015). Brand Relationship and Its Effect Towards Brand Evangelism to Banking Service. International Research Journal of Business Studies, 8(1), 33-45.
  • Shaari, H. & Ahmad, I. S. (2016). Brand Evangelism Among Online Brand Community Members. International Review of Management and Business Research, 5(1), 80-88.
  • Smilansky, S. (2009). Experiential Marketing: A Practical Guide to Interactive Brand Experiences. Kogan Page Ltd., Philadelphia.
  • Song, H., Li, G., Veen, R. V. D. & Chen, J. L. (2011). Assessing Mainland Chinese Tourists’ Satisfaction with Hong Kong Using Tourist satisfaction Index. International Journal of Tourism Research, 13, 82-96.
  • Srivastava, R. K. (2011). Understanding Brand Identity Confusion. Marketing Intelligence & Planning, 9(4), 340-352. Sung, Y. & Kim, J. (2010). Effects of Brand Personality on Brand Trust and Brand Affetct. Psychology & Marketing, 27(7), 639-661.
  • Tran, V. D., VO, T. N. L. & DINH, T. Q. (2020). The Relationship Between Brand Authenticity, Brand Equity and Customer Satisfaction. Journal of Asian Finance, Economics and Business, 7(4). 213-221.
  • Yıldız, S. ve Avcı, İ. (2019). Tüketici Temelli Marka Değerinin Taklit Markalı Ürün Algısı Üzerindeki Etkisi, Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 9(17), 189-214.
  • Yılmaz, A. ve Aykaç, Ö. S. (2018). Marka İmajının Marka Evangelizmine Etkisinde Marka Güveninin ve Marka Sadakatinin Aracı Rolü. Uluslararası Hakemli Ekonomi Yönetimi Araştırmaları Dergisi, 16, 53-75.
  • Yılmaz, V., Çelik, H. E. ve Ekiz, E. H. (2006), “Investigation of the Factors Affecting Loyalty to Organization Through the Structural Equation Modeling: Example From Private and Public Banks.” Anadolu University Journal of Marketing Studies, 2(2), s.171-184.

The Effect of Brand Dimensions on Brand Evangelism

Year 2021, Volume: 6 Issue: 3, 299 - 315, 22.09.2021
https://doi.org/10.23834/isrjournal.882473

Abstract

Revealing the hidden nature of the word evangelism will make it easier to understand brand evangelism. Meaning "good news" and "proclaim" in Greek, this word has been associated with theology for centuries. Consumers can start becoming evangelists by conveying their ideas to third parties, based on the brand they admire with their dominant feelings.
The aim of the study; to reveal the effect of forming the brand dimensions brand identification, brand trust, brand satisfaction and brand passion on brand evangelism. The research data were collected from 450 people living in Erzurum province using face to face questionnaire method. The survey was conducted between 03.11.2020 - 03.21.2020. A total of 438 questionnaires were evaluated as a result of eliminating 12 questionnaires that gave incorrect or incomplete answers from the respondents. The analysis of the data obtained by using SPSS 20 and AMOS 20 programs was performed. As a result of the analysis; It has been determined that brand identification, brand trust and brand passion have a positive effect on brand evangelism. However, there is no significant relationship between brand satisfaction and brand evangelism. Of our work related to brand evangelism that has been underrated in our country over yet, it will contribute to the marketing literature and also attracting more attention to issues for practitioners and the importance of being expected to contribute to a better understanding.

References

  • Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. NY: Free Press, New York.
  • Ahmed, Z., Rizwan, M., Ahmad, M. & Haq, M. (2014). Effect of Brand Trust and Customer Satisfaction on Brand Loyalty in Bahawalpur. Journal of Sociological Research, 5(1), 306-326.
  • Anggarini, L. (2018). Understanding Brand Evangelism and the Dimensions Involved in a Consumer Becoming Brand Evangelist. Sriwijaya International Journal of Dynamic Economics and Business, 2(1), 63-84. Balıkçıoğlu, B. ve Oflazoğlu, S. (2015). Marka Evangelizmi, Benlik-Marka İmajı Uyumu ve Marka Sadakati İlişkisi Üzerine Ampirik Bir Araştırma. Tüketici ve Tüketim Araştırmaları Dergisi, 7(2), 19-45.
  • Becerra, E., P. & Badrinarayanan, V. (2013). The Influence of Brand Trust and Brand Identification on Brand Evangelism. Journal of Product & Brand Management, 22(5/6), 371-383.
  • Brown, J. H. & Alnawas, I. (2016). Service Quality and Brand Loyalty The Mediation Effect of Brand Passion, Brand Affection and Self-Brand Connection. International Journal of Contemporary Hospitality Management, 28(12), 2771-2794.
  • Cestare, T. (2018). Understanding the Antecedents and Outcomes of Brand Evangelism in the Digital Environment. Doctoral Dissertation, Pace University, New York City.
  • Chafer, L., S. (1911). True Evangelism: Winning Souls Through Prayer. Kregel Publications
  • Chaudhuri, A. & Holbrook, M. B. (2002). Product-Class Effects on Brand Commitment and Brand Outcomes: The Role of Brand Trust and Brant Affect. Brand Management, 10(1), 33-58.
  • Chen, N., Wang, Y., Li, J., Wei, Y. & Yuan, Q. (2020). Examining Structural Relationship among Night Tourism Experience, Lovemarks, Brand Satisfaction and Brand Loyalty on “Cultural Heritage Night” in South Korea. Sustainability, 12(17). 6723.
  • Craig, J. B., Dibrell, C. & Davis, P. S. (2008). Leveraging Family-Based Brand Identity to Enhance Firm Competitiveness and Performance in Family Businesses. Journal of Small Business Management, 46(3), 351-371.
  • Doss, S. K. (2010). Spreading the Good Word: Toward an Understanding of Brand Evangelism. Doctoral Dissertation, University of Texas Rio Grande Valley, Teksas.
  • Füller, J., Matzler, K. & Hoppe, M. (2008). Brand Community Members as a Source of Innovation. The Journal of Product Innovation Management, 25, 608-619.
  • Ghodeswar, B. M. (2008). Building Brand Identity in Competitive Markets: A Conceptual Model. Journal of Product & Brand Management, 17(1), 4-12.
  • Hajibabei, H. & Esmailpur, H. (2018). Providing Marketing Strategies Based on Studying the Role of Passion toward Brand, Self-Expression and Self-Brand Integration in Building Brand Trust. Journal of Industrial Strategic Management, 3(1), 55-67.
  • Hsu, L. C. (2019). Investigating the Brand Evangelism Effect of Community Fans on Social Networking Sites Perspectives on Value Congruity. Online Information Review, 43(5). 842-866.
  • Jamshidi, D. & Rousta, A. (2021). Brand Commitment Role in the Relationship Between Brand Loyalty and Brand Satisfaction: Phone Industry in Malaysia. Journal of Promotion Management, 27(1), 151-176.
  • Keller, K., L. (2012). Understanding the Richness of Brand Relationships: Research Dialogue on Brands as Intentional Agents. Journal of Consumer Psychology, 22(2), 186-190.
  • Kim, H. K., Lee, K. Y. & Baek, W. Y. (2020). Effect of Celebrity Athlete Endorsement on Sporting Goods Consumers’ Brand Passion and Loyalty. Social Behavior and Personality an International Journal, 48(5), 1-11.
  • Kuenzel, S. & Halliday, S. V. (2008). Investigating Antecedents and Consequences of Brand Identification. Journal of Product & Brand Management, 17(5), 293-304.
  • Lam, S. K., Ahearne, Y. K. & Schillewaert, N. (2010). Resistance to Brand Switching When a Radically New Brand is Introduced: A Social Identity Theory Perspective. Journal of Marketing, 74(6), 128-146.
  • Mabkhot, H. A. & Salleh, S. M. & Shaari, H. (2016). The Mediating Effect of Brand Satisfaction on the Relationship Between Brand Personality and Brand Loyalty: Evidence from Malaysia. Management Science Letters, 6, 87-98.
  • Mamesah, S., Tumbuan, W. J. F. A. & Tielung, M. V. J. (2020). The Influence of Brand Identification and Brand Satisfaction of Smartphone Products on Brand Evangelism. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 8(1), 11-20.
  • Marticotte, F., Arcand, M. & Baudry, D. (2016). The Impact of Brand Evangelism on Oppositional Referrals Towards a Rival Brand. Journal of Product & Brand Management, 25(6), 538-549.
  • Matzler, K., Pichler, E., A. & Hemetsberger, A. (2007). Who is Spreading the Word? The Positive Influence of Extraversion on Consumer Passion and Brand Evangelism. 2007 AMA Winter Educators’ Conference Marketing Theory and Applications, 25-32.
  • Mehran, M. M., Kashmiri, T. & Pasha A. T. (2017). Effects of Brand Trust, Brand Identification and Quality of Service on Brand Evagelism: A Study of Restaurants in Multan. Journal of Arable Crops and Marketing, 2(1), 7-22.
  • Pourazad, N., Pare, V. & Saniee, A. (2015). Brand Passion: What Would Customers Do for Their Favourite Brands. In Melbourne International Business and Social Science Research Conference, 1-7.
  • Pusa, S & Uusitalo, L. (2014). Creating Brand Identity in Art Museums: A case Study. International Journal of Arts Management, 17(1), 18-30.
  • Rather, R. A. (2018). Investigating the Impact of Customer Brand Identification on Hospitality Brand Loyalty: A Social Identity Perspective. Journal of Hospitality Marketing & Management, 27(5), 487-513.
  • Riivits-Arkonsuo, L., Kaljund, K. & Leppiman, A. (2014). Consumer Journey from First Experience to Brand Evangelism. Research in Economics and Business: Central and Eastern Europe, 6(1), 5-27.
  • Riorini, S. V. & Widayati, C. C. (2015). Brand Relationship and Its Effect Towards Brand Evangelism to Banking Service. International Research Journal of Business Studies, 8(1), 33-45.
  • Shaari, H. & Ahmad, I. S. (2016). Brand Evangelism Among Online Brand Community Members. International Review of Management and Business Research, 5(1), 80-88.
  • Smilansky, S. (2009). Experiential Marketing: A Practical Guide to Interactive Brand Experiences. Kogan Page Ltd., Philadelphia.
  • Song, H., Li, G., Veen, R. V. D. & Chen, J. L. (2011). Assessing Mainland Chinese Tourists’ Satisfaction with Hong Kong Using Tourist satisfaction Index. International Journal of Tourism Research, 13, 82-96.
  • Srivastava, R. K. (2011). Understanding Brand Identity Confusion. Marketing Intelligence & Planning, 9(4), 340-352. Sung, Y. & Kim, J. (2010). Effects of Brand Personality on Brand Trust and Brand Affetct. Psychology & Marketing, 27(7), 639-661.
  • Tran, V. D., VO, T. N. L. & DINH, T. Q. (2020). The Relationship Between Brand Authenticity, Brand Equity and Customer Satisfaction. Journal of Asian Finance, Economics and Business, 7(4). 213-221.
  • Yıldız, S. ve Avcı, İ. (2019). Tüketici Temelli Marka Değerinin Taklit Markalı Ürün Algısı Üzerindeki Etkisi, Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 9(17), 189-214.
  • Yılmaz, A. ve Aykaç, Ö. S. (2018). Marka İmajının Marka Evangelizmine Etkisinde Marka Güveninin ve Marka Sadakatinin Aracı Rolü. Uluslararası Hakemli Ekonomi Yönetimi Araştırmaları Dergisi, 16, 53-75.
  • Yılmaz, V., Çelik, H. E. ve Ekiz, E. H. (2006), “Investigation of the Factors Affecting Loyalty to Organization Through the Structural Equation Modeling: Example From Private and Public Banks.” Anadolu University Journal of Marketing Studies, 2(2), s.171-184.
There are 38 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Ahmet Kırmızıbiber 0000-0002-8528-1600

Emel Yıldız 0000-0001-7190-593X

Publication Date September 22, 2021
Submission Date February 18, 2021
Published in Issue Year 2021 Volume: 6 Issue: 3

Cite

APA Kırmızıbiber, A., & Yıldız, E. (2021). Marka Boyutlarının Marka Evangelizmine Etkisi. The Journal of International Scientific Researches, 6(3), 299-315. https://doi.org/10.23834/isrjournal.882473