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ANTECEDENTS OF BRAND LOVE: A RESEARCH ON BANK CUSTOMERS

Year 2017, Volume: 3 Issue: 1, 609 - 619, 30.06.2017
https://doi.org/10.17261/Pressacademia.2017.637

Abstract

The aim of this study in this direction is to
determine the possible effects of the variables such as experience period,
consumer trust, costumer satisfaction and brand novelty in the banking sector,
in which there is an intense competition, on brand love. The study was
conducted by questionnaire on the customers of two different banks which were
reached by convenience sampling method. Research findings show that
satisfaction, trust and brand innovation variables are a positive influence on
brand love. On the other hand, there was no significant effect of experience
period on brand love.  For a high level
brand love, it is expected that the brand constantly renews itself and the customer
is satisfied and that the brand is reliable in the eyes of the consumers.  When brands can achieve them, they can
increase the desire of the customer to repurchase, recommend the brand to
others, and pay more for the brand. It can be considered as that creating brand
love is more difficult in sectors where competition is intense as many
companies are trying to convince the same target audience. One of these
sectors, where there is intense competition in Turkey, is the banking sector.
Banks in this sector use a variety of tools or devices to attract consumers
from their competitors. The concept of brand love can create a competitive
advantage for banks as one of these tools.   

References

  • Ahuvia, A.C. (2005). The love prototype revisited: A qualitative exploration of contemporary folk psychology. Working paper.
  • Akhtar, M.N., Hunjra, A.I., Akbar S.W., Rehman, K., Niazi, G.S.K. (2011). Relationship between customer satisfaction and service quality of islamic banks. World Applied Sciences Journal, vol. 13, no. 3, p. 453-459.
  • Aksoy, R. (2006). Bir pazarlama değeri olarak güven ve tüketicilerin elektronik pazarlara yönelik güven tutumları. Zonguldak Karaelmas Üniversitesi Sosyal Bilimler Dergisi, vol. 2, no. 4, p 79-90.
  • Albert, N., Merunka, D., Valette-Florence, P. (2009). The feeling of love toward a brand: Concept and measurement. advances in consumer research, no. 36, p. 300-307.
  • Albert, N., Merunka, D. (2013). The role of brand love in consumer-brand relationships. Journal of Consumer Marketing, vol. 30, no. 3, p. 258-266.
  • Amin, B., Malin, D. (2012). Love of brand: A story of an on-going romance. Bachelor Thesis for the International Business and Economics Program, Kristianstad University, Kristianstad, Sweden
  • Ateşoğlu, İ. (2003). Türkiye’nin ihracatında marka imajının etkisi. Süleyman Demirel Üniversitesi Sosyal Bilimler Enstitüsü İşletme Ana Bilim Dalı. Doktora Tezi.
  • Aydın, H. (2016). Marka aşkının değerlendirilmesi: Beyaz eşya kullanıcıları üzerine bir araştırma. Tüketici ve Tüketim Araştırmaları Dergisi, vol. 8, no. 2, p. 125-149.
  • Başer, İ. U. (2011). Tüketicilerin marka deneyimi algısının marka güveni, tatmini, sadakati üzerindeki etkisi ve bir araştırma. Yayımlanmamış doktora tezi, Marmara Üniversitesi Sosyal Bilimler Enstitüsü, İstanbul.
  • Bayram, N. (2010). Yapısal eşitlik modellemesine giriş: Amos Uygulamaları. (1). Bursa. Ezgi Kitabevi.
  • Bennett, R., Rundle-Thiele, S. (2004). Customer satisfaction should not be the only goal. Journal of Services Marketing, vol. 18, no. 7, p. 514523.
  • Carroll, B.A., Ahuvia, A.C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, vol. 17, no. 2, p. 79-89.
  • Chaudhuri, A., Holbrook, M.B. . (2001). The chain of effects from brand trust and brand effect to brand performance: The Role of Brand Loyalty. Journal of Marketing, vol. 65, no. 2, p. 81-93.
  • Correia Loureiro, S. M., Kaufmann, H. R. (2012). Explaining love of wine brands. Journal of Promotion Management, vol. 18, no. 3, p. 329343.
  • Çepni, B. (2011). Ağızdan ağza pazarlama kapsamında demografik ve sosyal faktörlerin üniversite öğrencilerinin sinema filmi tercihleri üzerindeki etkilerinin belirlenmesi. Karadeniz Teknik Üniversitesi Sosyal Bilimler Enstitüsü İşletme Anabilim Dalı. Yayımlanmamış Yüksek Lisans Tezi.
  • Demirel, Y. (2007). Türk bankacılık sektöründe müşteri ilişkileri yönetiminin müşteri sadakati üzerine etkisi. Kocaeli Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, vol. 13, no. 1, p. 56-81.
  • Doney M.P., Cannon P.J., (1997). An examination of the nature of trust in buyer-seller relationships. Journal of Marketing, no. 61, p. 35-51.
  • Fang, E. (2008). Customer participation and the trade-off between new product innovativeness and speed to market. Journal of Marketing, vol. 72, no. 4, p. 90-104.
  • Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, vol. 24, no. 4, p. 343–73.
  • Halilovic, D. (2013). Crazy little thing called brand love! Exploring the influence of brand love on brand equity, master's thesis, University of Twente.
  • Ismail, A.R., Spinelli, G. (2012). Effects of brand love, Personality and image on word of mouth: The case of fashion brands among young consumers. journal of fashion Marketing and Management: An International Journal, vol. 16, no. 4, p. 386-398, doi: 10.1108/13612021211265791.
  • Jin, N., Line, N.D., Merkebu, J. (2015). The impact of brand prestige on trust, perceived risk, Satisfaction, and loyalty in upscale restaurants. Journal of Hospitality Marketing & Management, no. 2, p. 1-24.
  • Kanstperger, R., Kunz, H. W. (2010). Consumer trust in service companies: A multiple mediating analysis. Managing Service Quality, vol. 20, no. 1, p. 4-25.
  • Kaytancı, B. G., Ergeç, E. H., Toprak, M. (2013). Katılım bankası müşterilerinde bankacılık ürün ve hizmetlerine yönelik memnuniyet: Türkiye örneği. International Conference on Eurasian Economies, p. 801-811.
  • Koç, F. (2012). Hizmet işletmelerinde tüketici güveni ve müşteri bağlılığı: Sektörler arası karşılaştırmalı bir araştırma. Doktora tezi, Gebze Yüksek Teknoloji Enstitüsü Sosyal Bilimler Enstitüsü İşletme Anabilim Dalı, Gebze.
  • Lam, S.Y., Shankar, V., Erramilli, M.K., Murthy, B. (2004). Customer value, satisfaction, loyalty, and switching costs: An illustration from a business-to-business service context. Journal of the Academy of Marketing Science, no. 32, p.293-311.
  • Lau, G.T., Lee, S.H. (1999). Consumers trust in a brand and the link to brand loyalty. Journal of Market-Focused Management, vol. 4, no. 4, 341-370.
  • Liu, F., Li, J., Mizerski, D., Soh, H. (2012). Self-congruity, brand attitude, and brand loyalty: A study on luxury brands. European Journal of Marketing, vol. 46, no.7/8, p. 922-937.
  • Long-Tolbert, S.J., Gammoh, B.S. (2012). In good and bad times: The interpersonal nature of brand love in service relationships. Journal of Services Marketing, vol. 26, no. 6, p. 391-402, doi: 10.1108/08876041211257882.
  • 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, vol. 19, no.2 , p. 114-130. doi: 10.1108/10610421011033467.
  • Marangoz, M. (2007). Marka değeri algılamalarının marka yayılmaya etkileri. Ege Akademik Bakış, vol. 7, no. 2, p. 459-783.
  • McAllister, D.J. (1995). Affect and cognition-based trust as foundations for interpersonal cooperation in organizations. Academy of Management Journal, vol. 38, no. 1, p. 24 59.
  • Morgan R.M., Hunt S.D., (1994). The commitment-trust theory of relationship Marketing. Journal of Marketing, no. 58, p. 20-38.
  • Oliver, R.L. (1999). Whence customer Loyalty. Journal of Marketing, Special Issue, no. 63, p. 33-44.
  • Örücü, E., Tavşancı, S. (2001). Gıda ürünlerinde tüketicinin satın alma eğilimini etkileyen faktörler ve ambalajlama. Muğla Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, vol. 3, no. 2.
  • Özyer, G.N. (2015). Marka aşkının marka sadakati ve ağızdan ağıza pazarlamaya etkisi: Pilot bir araştırma. Yüksek lisans tezi, Marmara Üniversitesi Sosyal Bilimler Enstitüsü. İstanbul.
  • Patwardhan, H., Balasubramanian, S.K. (2013). Reflections on emotional attachment to brands: Brand romance and brand love. Journal of Customer Behaviour, vol. 12, no. 1, p. 73-79.
  • Porter, M.E. (1980). Competitive strategy: Techniques for analysing industries and competitors. New York: Free Press.
  • Roberts, K.(2005). Lovemarks: The future beyond brands. New York: Power House Books.
  • Sarkar, A.(2011). Romancing with a brand: A conceptual analysis of romantic consumer-brand relationship. Management & Marketing, vol. 6, no. 1, p. 79.
  • Shimp, T.A., Thomas J.M. (1988). Consumer object relations: A conceptual framework based analogously on Sternberg’s triangular theory of Love. Advances in consumer research, no. 15, p. 163-168.
  • Sternberg, R.J. (1986). A triangular theory of love. Psychological Review, vol. 93, no. 2, p. 119-135.
  • Turgut, M.Ü. (2014). Marka sevgisinin marka güveni, olumsuz bilgiye karşı direnç ve tekrar satın alma niyeti çerçevesinde incelenmesi. Yüksek lisans tezi, Hacettepe Üniversitesi Sosyal Bilimler Enstitüsü İşletme Anabilim Dalı, Ankara.
  • Vavra, T.G. (1999). Müşteri tatmini ölçümlerinizi geliştirmenin Yolları, Çev: Günhan Günay, Kalder Yayınları, İstanbul.
  • Whang, YO, Allen, J., Sahoury, N., Zhang, H. (2004). Falling in love with a product: The structure of a romantic consumer-product relationship. NA-Advances in Consumer Research, no. 31, p. 320-327.
  • Yetim, N. (2012). Yenilikçiler ve yenilikçi aktörler. Mersin Ticaret ve Sanayi Odası, Yayın no: 2012‒14.
  • Zeithaml, V.A., Berry, L.L., Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, vol. 60, no. 2, p. 31–46.
  • Zeithaml, V.A., Bitner, M.J. (2003). Services marketing, integrating customer focus across the firm. Int ed., 3rd ed. New York: McGraw-Hill Higher Education.
  • http://www.milliyet.com.tr/dunyanin-en-degerli-500-bankasi-belirlendi-ekonomi-1662777/, erişim tarihi: 15 Mart 2017.
Year 2017, Volume: 3 Issue: 1, 609 - 619, 30.06.2017
https://doi.org/10.17261/Pressacademia.2017.637

Abstract

References

  • Ahuvia, A.C. (2005). The love prototype revisited: A qualitative exploration of contemporary folk psychology. Working paper.
  • Akhtar, M.N., Hunjra, A.I., Akbar S.W., Rehman, K., Niazi, G.S.K. (2011). Relationship between customer satisfaction and service quality of islamic banks. World Applied Sciences Journal, vol. 13, no. 3, p. 453-459.
  • Aksoy, R. (2006). Bir pazarlama değeri olarak güven ve tüketicilerin elektronik pazarlara yönelik güven tutumları. Zonguldak Karaelmas Üniversitesi Sosyal Bilimler Dergisi, vol. 2, no. 4, p 79-90.
  • Albert, N., Merunka, D., Valette-Florence, P. (2009). The feeling of love toward a brand: Concept and measurement. advances in consumer research, no. 36, p. 300-307.
  • Albert, N., Merunka, D. (2013). The role of brand love in consumer-brand relationships. Journal of Consumer Marketing, vol. 30, no. 3, p. 258-266.
  • Amin, B., Malin, D. (2012). Love of brand: A story of an on-going romance. Bachelor Thesis for the International Business and Economics Program, Kristianstad University, Kristianstad, Sweden
  • Ateşoğlu, İ. (2003). Türkiye’nin ihracatında marka imajının etkisi. Süleyman Demirel Üniversitesi Sosyal Bilimler Enstitüsü İşletme Ana Bilim Dalı. Doktora Tezi.
  • Aydın, H. (2016). Marka aşkının değerlendirilmesi: Beyaz eşya kullanıcıları üzerine bir araştırma. Tüketici ve Tüketim Araştırmaları Dergisi, vol. 8, no. 2, p. 125-149.
  • Başer, İ. U. (2011). Tüketicilerin marka deneyimi algısının marka güveni, tatmini, sadakati üzerindeki etkisi ve bir araştırma. Yayımlanmamış doktora tezi, Marmara Üniversitesi Sosyal Bilimler Enstitüsü, İstanbul.
  • Bayram, N. (2010). Yapısal eşitlik modellemesine giriş: Amos Uygulamaları. (1). Bursa. Ezgi Kitabevi.
  • Bennett, R., Rundle-Thiele, S. (2004). Customer satisfaction should not be the only goal. Journal of Services Marketing, vol. 18, no. 7, p. 514523.
  • Carroll, B.A., Ahuvia, A.C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, vol. 17, no. 2, p. 79-89.
  • Chaudhuri, A., Holbrook, M.B. . (2001). The chain of effects from brand trust and brand effect to brand performance: The Role of Brand Loyalty. Journal of Marketing, vol. 65, no. 2, p. 81-93.
  • Correia Loureiro, S. M., Kaufmann, H. R. (2012). Explaining love of wine brands. Journal of Promotion Management, vol. 18, no. 3, p. 329343.
  • Çepni, B. (2011). Ağızdan ağza pazarlama kapsamında demografik ve sosyal faktörlerin üniversite öğrencilerinin sinema filmi tercihleri üzerindeki etkilerinin belirlenmesi. Karadeniz Teknik Üniversitesi Sosyal Bilimler Enstitüsü İşletme Anabilim Dalı. Yayımlanmamış Yüksek Lisans Tezi.
  • Demirel, Y. (2007). Türk bankacılık sektöründe müşteri ilişkileri yönetiminin müşteri sadakati üzerine etkisi. Kocaeli Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, vol. 13, no. 1, p. 56-81.
  • Doney M.P., Cannon P.J., (1997). An examination of the nature of trust in buyer-seller relationships. Journal of Marketing, no. 61, p. 35-51.
  • Fang, E. (2008). Customer participation and the trade-off between new product innovativeness and speed to market. Journal of Marketing, vol. 72, no. 4, p. 90-104.
  • Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, vol. 24, no. 4, p. 343–73.
  • Halilovic, D. (2013). Crazy little thing called brand love! Exploring the influence of brand love on brand equity, master's thesis, University of Twente.
  • Ismail, A.R., Spinelli, G. (2012). Effects of brand love, Personality and image on word of mouth: The case of fashion brands among young consumers. journal of fashion Marketing and Management: An International Journal, vol. 16, no. 4, p. 386-398, doi: 10.1108/13612021211265791.
  • Jin, N., Line, N.D., Merkebu, J. (2015). The impact of brand prestige on trust, perceived risk, Satisfaction, and loyalty in upscale restaurants. Journal of Hospitality Marketing & Management, no. 2, p. 1-24.
  • Kanstperger, R., Kunz, H. W. (2010). Consumer trust in service companies: A multiple mediating analysis. Managing Service Quality, vol. 20, no. 1, p. 4-25.
  • Kaytancı, B. G., Ergeç, E. H., Toprak, M. (2013). Katılım bankası müşterilerinde bankacılık ürün ve hizmetlerine yönelik memnuniyet: Türkiye örneği. International Conference on Eurasian Economies, p. 801-811.
  • Koç, F. (2012). Hizmet işletmelerinde tüketici güveni ve müşteri bağlılığı: Sektörler arası karşılaştırmalı bir araştırma. Doktora tezi, Gebze Yüksek Teknoloji Enstitüsü Sosyal Bilimler Enstitüsü İşletme Anabilim Dalı, Gebze.
  • Lam, S.Y., Shankar, V., Erramilli, M.K., Murthy, B. (2004). Customer value, satisfaction, loyalty, and switching costs: An illustration from a business-to-business service context. Journal of the Academy of Marketing Science, no. 32, p.293-311.
  • Lau, G.T., Lee, S.H. (1999). Consumers trust in a brand and the link to brand loyalty. Journal of Market-Focused Management, vol. 4, no. 4, 341-370.
  • Liu, F., Li, J., Mizerski, D., Soh, H. (2012). Self-congruity, brand attitude, and brand loyalty: A study on luxury brands. European Journal of Marketing, vol. 46, no.7/8, p. 922-937.
  • Long-Tolbert, S.J., Gammoh, B.S. (2012). In good and bad times: The interpersonal nature of brand love in service relationships. Journal of Services Marketing, vol. 26, no. 6, p. 391-402, doi: 10.1108/08876041211257882.
  • 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, vol. 19, no.2 , p. 114-130. doi: 10.1108/10610421011033467.
  • Marangoz, M. (2007). Marka değeri algılamalarının marka yayılmaya etkileri. Ege Akademik Bakış, vol. 7, no. 2, p. 459-783.
  • McAllister, D.J. (1995). Affect and cognition-based trust as foundations for interpersonal cooperation in organizations. Academy of Management Journal, vol. 38, no. 1, p. 24 59.
  • Morgan R.M., Hunt S.D., (1994). The commitment-trust theory of relationship Marketing. Journal of Marketing, no. 58, p. 20-38.
  • Oliver, R.L. (1999). Whence customer Loyalty. Journal of Marketing, Special Issue, no. 63, p. 33-44.
  • Örücü, E., Tavşancı, S. (2001). Gıda ürünlerinde tüketicinin satın alma eğilimini etkileyen faktörler ve ambalajlama. Muğla Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, vol. 3, no. 2.
  • Özyer, G.N. (2015). Marka aşkının marka sadakati ve ağızdan ağıza pazarlamaya etkisi: Pilot bir araştırma. Yüksek lisans tezi, Marmara Üniversitesi Sosyal Bilimler Enstitüsü. İstanbul.
  • Patwardhan, H., Balasubramanian, S.K. (2013). Reflections on emotional attachment to brands: Brand romance and brand love. Journal of Customer Behaviour, vol. 12, no. 1, p. 73-79.
  • Porter, M.E. (1980). Competitive strategy: Techniques for analysing industries and competitors. New York: Free Press.
  • Roberts, K.(2005). Lovemarks: The future beyond brands. New York: Power House Books.
  • Sarkar, A.(2011). Romancing with a brand: A conceptual analysis of romantic consumer-brand relationship. Management & Marketing, vol. 6, no. 1, p. 79.
  • Shimp, T.A., Thomas J.M. (1988). Consumer object relations: A conceptual framework based analogously on Sternberg’s triangular theory of Love. Advances in consumer research, no. 15, p. 163-168.
  • Sternberg, R.J. (1986). A triangular theory of love. Psychological Review, vol. 93, no. 2, p. 119-135.
  • Turgut, M.Ü. (2014). Marka sevgisinin marka güveni, olumsuz bilgiye karşı direnç ve tekrar satın alma niyeti çerçevesinde incelenmesi. Yüksek lisans tezi, Hacettepe Üniversitesi Sosyal Bilimler Enstitüsü İşletme Anabilim Dalı, Ankara.
  • Vavra, T.G. (1999). Müşteri tatmini ölçümlerinizi geliştirmenin Yolları, Çev: Günhan Günay, Kalder Yayınları, İstanbul.
  • Whang, YO, Allen, J., Sahoury, N., Zhang, H. (2004). Falling in love with a product: The structure of a romantic consumer-product relationship. NA-Advances in Consumer Research, no. 31, p. 320-327.
  • Yetim, N. (2012). Yenilikçiler ve yenilikçi aktörler. Mersin Ticaret ve Sanayi Odası, Yayın no: 2012‒14.
  • Zeithaml, V.A., Berry, L.L., Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, vol. 60, no. 2, p. 31–46.
  • Zeithaml, V.A., Bitner, M.J. (2003). Services marketing, integrating customer focus across the firm. Int ed., 3rd ed. New York: McGraw-Hill Higher Education.
  • http://www.milliyet.com.tr/dunyanin-en-degerli-500-bankasi-belirlendi-ekonomi-1662777/, erişim tarihi: 15 Mart 2017.
There are 49 citations in total.

Details

Journal Section Articles
Authors

Volkan Ozbek

Aysegul Yildirim Kutbay

Oykem Dogan This is me

Aycan Kulahli This is me

Publication Date June 30, 2017
Published in Issue Year 2017 Volume: 3 Issue: 1

Cite

APA Ozbek, V., Yildirim Kutbay, A., Dogan, O., Kulahli, A. (2017). ANTECEDENTS OF BRAND LOVE: A RESEARCH ON BANK CUSTOMERS. PressAcademia Procedia, 3(1), 609-619. https://doi.org/10.17261/Pressacademia.2017.637
AMA Ozbek V, Yildirim Kutbay A, Dogan O, Kulahli A. ANTECEDENTS OF BRAND LOVE: A RESEARCH ON BANK CUSTOMERS. PAP. June 2017;3(1):609-619. doi:10.17261/Pressacademia.2017.637
Chicago Ozbek, Volkan, Aysegul Yildirim Kutbay, Oykem Dogan, and Aycan Kulahli. “ANTECEDENTS OF BRAND LOVE: A RESEARCH ON BANK CUSTOMERS”. PressAcademia Procedia 3, no. 1 (June 2017): 609-19. https://doi.org/10.17261/Pressacademia.2017.637.
EndNote Ozbek V, Yildirim Kutbay A, Dogan O, Kulahli A (June 1, 2017) ANTECEDENTS OF BRAND LOVE: A RESEARCH ON BANK CUSTOMERS. PressAcademia Procedia 3 1 609–619.
IEEE V. Ozbek, A. Yildirim Kutbay, O. Dogan, and A. Kulahli, “ANTECEDENTS OF BRAND LOVE: A RESEARCH ON BANK CUSTOMERS”, PAP, vol. 3, no. 1, pp. 609–619, 2017, doi: 10.17261/Pressacademia.2017.637.
ISNAD Ozbek, Volkan et al. “ANTECEDENTS OF BRAND LOVE: A RESEARCH ON BANK CUSTOMERS”. PressAcademia Procedia 3/1 (June 2017), 609-619. https://doi.org/10.17261/Pressacademia.2017.637.
JAMA Ozbek V, Yildirim Kutbay A, Dogan O, Kulahli A. ANTECEDENTS OF BRAND LOVE: A RESEARCH ON BANK CUSTOMERS. PAP. 2017;3:609–619.
MLA Ozbek, Volkan et al. “ANTECEDENTS OF BRAND LOVE: A RESEARCH ON BANK CUSTOMERS”. PressAcademia Procedia, vol. 3, no. 1, 2017, pp. 609-1, doi:10.17261/Pressacademia.2017.637.
Vancouver Ozbek V, Yildirim Kutbay A, Dogan O, Kulahli A. ANTECEDENTS OF BRAND LOVE: A RESEARCH ON BANK CUSTOMERS. PAP. 2017;3(1):609-1.

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