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Impact of Monetary and Non-monetary Sales Promotions on Brand Equity in On-line Retail Sector

Yıl 2020, Cilt: 23 Sayı: 44, 1133 - 1167, 31.12.2020
https://doi.org/10.31795/baunsobed.736304

Öz

Monetary and non-monetary sales promotions are one of the important tactical tools that businesses use to create brand loyalty as well as making high volume sales. The shopping experience has reached a significant size on the on-line platforms due to the time, labor, and price facilities. At this point, creating brand equity for on-line retail shopping brands, it constitutes one of the most important points of view to benefit from long-term sales efforts and its returns. Thus, in the study, the effects of monetary and non-monetary sales promotions applied by brands in the on-line retail shopping on the elements of the brand value' s and the effects of these elements on each other as well as the antecedents of brand loyalty were investigated. The questionnaire method was used in the research and the scales consist of expressions whose validity and reliability have been previously tested. The survey was conducted as a face-to-face survey with the participation of 452 individuals living in Ankara. The data obtained from the sample were analyzed with SPSS 20 and Smart-PLS programs. In addition to descriptive analysis, Explanatory Factor Analysis, Confirmatory Factor Analysis, correlation, and multiple connection analyzes were performed in the research, and then Structural Equation Modeling was applied to test the hypotheses. Research results show that non-monetary sales promotions have a positive effect on perceived quality, brand awareness, and brand loyalty and monetary sales promotions have a positive effect on brand awareness. In addition, it has been concluded that brand awareness, which constitutes the brand equity, has a positive effect on perceived quality and brand connotations, and received quality and brand connotations have a positive effect on brand loyalty.

Kaynakça

  • Aaker, D.A. (1991). Managing Brand Equity. New York: Macmillan.
  • Aaker, D.A. (1996). Building Strong Brands. New York: The Free Press.
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  • Bawa, K. ve Shoemaker, R.W. (1987). The Effects of a Direct Mail Coupon on Brand Choice Behavior. Journal of Marketing Research, 24, 370–6
  • Beatty, Sharon E. ve Lynn, R. Kable, (1988). Alternative Hierarchies of the Attitude-Behavior Relationship: The Impact of Brand Commitmerit and Habit?. Journal of Academic Marketing Science,16 (Summer), 1-10.
  • Bendixen, M.,Bukasa, K.A. ve Abratt, R. (2003). Brand Equity in the Business to Business market.Industrial Marketing Management, 33, 371-380.
  • Blattberg, R.C. ve Neslin, S.A. (1990). Sales Promotion Concepts, Methods, and Strategies. Englewood Cliffs, New Jersey: Prentice Hall.
  • Bravo, R., Fraj, E. veMartínez ,E. /(2007). Family As A Source of Consumer-Based Brand Equity. Journal of Product and Brand Management, 16(3), 188-199.
  • Buil, I., de Chernatony, L. ve Martínez, E. (2013). Examining The Role of Advertising and Sales Promotions in Brand Equity Creation. Journal of Business Research, 66(1), 115-122.
  • Calvo-Porral, C., Martinez-Fernández, V. A., Juanatey-Boga, O. Ve Lévy-Mangín, J. P. (2013). What Matters to Store Brand Equity? An Approach to Spanish Large Retailing in A Downturn Context. Investigaciones Europeas de Dirección y Economía de la Empresa, 19(3), 136-146.
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  • Daosue, C. ve Wanarat, S. (2019). The Effects of Advertising and Sales Promotion on Brand Awareness for a Food Product Brand in Wholesale Shops Bangkok and Metropolitan Areas. ABAC Journal, 39 (1), 57-75.
  • DelVecchio, D., Henard, D.H. ve Freling, T.H. (2006). The Effect of Sales Promotion on Post-Promotion Brand Preference: A Meta-Analysis. Journal of Retail, 82(3), 203–13.
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  • Gilbert, D. C., ve Jackaria, N. (2002). The Efficacy of Sales Promotions in UK Supermarkets: A Consumer View. International Journal of Retail ve Distribution Management, 30(6), 315–322.
  • Grewal, D., T., Krishnan, J.B.ve Norm, B. (1998). "The Effect of Store Name, Brand Name and Price Discounts on Consuln 1 ers' Evaluations and Purchase Intentions. Journal of Retailing , 74, 331-352.
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ON-LINE PERAKENDE SEKTÖRÜNDE UYGULANAN PARASAL VE PARASAL OLMAYAN SATIŞ PROMOSYONLARININ MARKA EDERİNE ETKİSİ

Yıl 2020, Cilt: 23 Sayı: 44, 1133 - 1167, 31.12.2020
https://doi.org/10.31795/baunsobed.736304

Öz

Parasal ve parasal olmayan satış promosyonları işletmelerin hacimli satış yapabilmelerinin yanı sıra marka sadakati yaratma amaçlı kullandıkları önemli taktiksel araçlardan biridir. Gerek daha uygun fiyata satın almak, gerekse sağladığı zaman ve emek kolaylıklarından ötürü alışveriş deneyimi on-line platformlarda da önemli büyüklüğe ulaşmıştır. Bu noktada on-line perakende alışveriş markaları için marka ederi yaratma; uzun vadeli satış çabaları ve bunun getirilerinden faydanalanabilmek için en önemli kavramlardan birini oluşturmaktadır. Buradan hareketle çalışmada on-line perakende alışverişlerde markaların uyguladığı parasal ve parasal olmayan satış promosyonlarının, marka ederini oluşturan unsurlar üzerindeki etkisinin ve bu unsurların birbirine etkilerinin belirlenmesinin yanı sıra marka sadakatinin öncülleri araştırılmıştır. Araştırmada anket yöntemi kullanılmış olup, ölçekler daha önceden geçerliliği ve güvenilirliği sınanmış ifadelerden oluşmaktadır. Anket Ankara’da yaşayan 452 bireyin katılımı ile yüz yüze gerçekleştirilmiştir. Örneklemden elde edilen veri SPSS 20 ve Smart-PLS programları ile analiz edilmiştir. Araştımada betimsel analizin yanı sıra Açıklayıcı Faktör Analizi, Doğrulayıcı Faktör Analizi, korelasyon ve çoklu bağlantı analizleri yapılmış ve ardından hipotezlerin test edilmesi için Yapısal Eşitlik Modellemesi uygulanmıştır. Araştırma sonuçları parasal olmayan satış promosyonlarının algılanan kalite, marka farkındalığı ve marka sadakati üzerinde olumlu etkiye sahip olduğunu, parasal satış promosyonlarının ise marka farkındalığı üzerinde olumlu etkiye sahip olduğunu göstermektedir. Araştırmada ulaşılan diğer bir sonuç marka ederini oluşturan unsurlardan marka farkındalığının algılanan kalite ve marka çağrışımları üzerinde ve algılanan kalite ve marka çağrışımlarının ise marka sadakati üzerinde olumlu etkiye sahip olduğudur.

Kaynakça

  • Aaker, D.A. (1991). Managing Brand Equity. New York: Macmillan.
  • Aaker, D.A. (1996). Building Strong Brands. New York: The Free Press.
  • Aaker, D.A. ve Keller, K.L. (1990). Consumer Evaluations of Brand Extensions. Journal of Marketing, 54(1), 27-42.
  • Agarwal, S. ve Teas, R.K. (2002). Cross-National Applicability of aA Perceived Quality Model. The Journal of Product and Brand Management, 11(4/5), 213-236.
  • Ailawadi, K.L., Neslin, S.A.ve Lehmann, D.R. (2003). Revenue Premium as an Outcome Measure of Brand Equity. Journal of Marketing, 67(4),1-17.
  • Alvárez-Alvárez, B., ve Vázquez-Casielles, R. (2005). Consumer Evaluations of Sales Promotion: The Effect on Brand Choice. European Journal of Marketing, 39(1/2), 54–70.
  • Bagozzi, R. P. ve Yi, Y. (1988). On the Evaluation of Structural Equation Models. Journal of the Academy of Marketing Science, 16(1), 74-94.
  • Bawa, K. ve Shoemaker, R.W. (1987). The Effects of a Direct Mail Coupon on Brand Choice Behavior. Journal of Marketing Research, 24, 370–6
  • Beatty, Sharon E. ve Lynn, R. Kable, (1988). Alternative Hierarchies of the Attitude-Behavior Relationship: The Impact of Brand Commitmerit and Habit?. Journal of Academic Marketing Science,16 (Summer), 1-10.
  • Bendixen, M.,Bukasa, K.A. ve Abratt, R. (2003). Brand Equity in the Business to Business market.Industrial Marketing Management, 33, 371-380.
  • Blattberg, R.C. ve Neslin, S.A. (1990). Sales Promotion Concepts, Methods, and Strategies. Englewood Cliffs, New Jersey: Prentice Hall.
  • Bravo, R., Fraj, E. veMartínez ,E. /(2007). Family As A Source of Consumer-Based Brand Equity. Journal of Product and Brand Management, 16(3), 188-199.
  • Buil, I., de Chernatony, L. ve Martínez, E. (2013). Examining The Role of Advertising and Sales Promotions in Brand Equity Creation. Journal of Business Research, 66(1), 115-122.
  • Calvo-Porral, C., Martinez-Fernández, V. A., Juanatey-Boga, O. Ve Lévy-Mangín, J. P. (2013). What Matters to Store Brand Equity? An Approach to Spanish Large Retailing in A Downturn Context. Investigaciones Europeas de Dirección y Economía de la Empresa, 19(3), 136-146.
  • Campbell, L. Ve Diamond, W. (1990). Framing and Sales Promotions: The Characteristics of A “Good Deal.” The Journal of Consumer Marketing, 7(4), 25–31.
  • Chandon, P. Wansink, B. Ve Laurent, G. (2000). A Benefit Congruency Framework of Sales Promotion Effectiveness. Journal of Marketing, 64 (4), 65-81
  • Chattopadhyay, T., Dutta, R. N. ve Sivani, S. (2010). Media Mix Elements Affecting Brand Equity: A Study of The Indian Passenger Car Market. IIMB Management Review, 22(4), 173-185.
  • Chin, W. (1998). The Partial Least Squares Approach to Structural Equation Modeling. Marcoulides, G.A. (Ed.). Modern Methods for Business Research (295-336). New Jersey : Lawrence Erlbaum Associates Publisher.
  • Chu, S. and Keh, H.T. (2006). Brand Value Creation: Analysis of the Interbrand-Business Week Brand Value Rankings. Marketing Letters, 17, 323-331.
  • Cooper, R. B. ve Zmud, R. W. (1990). Information Technology Implementation Research: A Technological Diffusion Approach. Management Science, 36 (.2),123-139.
  • Daosue, C. ve Wanarat, S. (2019). The Effects of Advertising and Sales Promotion on Brand Awareness for a Food Product Brand in Wholesale Shops Bangkok and Metropolitan Areas. ABAC Journal, 39 (1), 57-75.
  • DelVecchio, D., Henard, D.H. ve Freling, T.H. (2006). The Effect of Sales Promotion on Post-Promotion Brand Preference: A Meta-Analysis. Journal of Retail, 82(3), 203–13.
  • Dodds, W. B., Kent ,B. M., ve Dhruv, G. (1991) . Effects of Price, Brand, and Store Information on Buyers' Product Evaluation. Journal of Marketing Research, 28, 307-319.
  • Ehrenberg, A., Hammond, K. ve Goodhardt, G. (1994). The after-effects ofprice related consumer promotions. Journal of Advertisiment Research, 34(4), 11-21.
  • George, D. ve Mallery, M. (2010). SPSS for Windows Step by Step: A Simple Guide and Reference 17.0 Update. Boston: Pearson.
  • Gil, R. B., Andrés, E. F. Ve Salinas, E. M. (2007). Family As A Source of Consumer-Based Brand Equity. Journal of Product ve Brand Management, 16(3), 188-199.
  • Gilbert, D. C., ve Jackaria, N. (2002). The Efficacy of Sales Promotions in UK Supermarkets: A Consumer View. International Journal of Retail ve Distribution Management, 30(6), 315–322.
  • Grewal, D., T., Krishnan, J.B.ve Norm, B. (1998). "The Effect of Store Name, Brand Name and Price Discounts on Consuln 1 ers' Evaluations and Purchase Intentions. Journal of Retailing , 74, 331-352.
  • Grover, R., Srinivasan ,V. (1992). Evaluating The Multiple Effects of Retail Promotions on Brand Loyalty and Brand Switching Segments. Journal ofMarketing Research, 29(1), 76-89.
  • Gupta S. (1988). Impact of Sales Promotions on When, What, and How Much to Buy. Journal of Marketing Research, 25, 342–355.
  • Ha, H.Y., S. Janda ve S.K. Park, (2009). Role of Satisfaction in An Integrative Model of Brand Loyalty. International Marketing Review, 26(2), 198-220.
  • Ha, H.Y., John, J. , Janda, S. ve Muthaly, S. (2011). The Effect of Advertising Spending on Brand Loyalty in Services. European Journal of Marketing, 45(4), 673-691.
  • Hair, J.F., Hult, G.T.M., Ringle, C.M. ve Sarstedt, M. (2014). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). SAGE Publications.
  • Hameed, F. (2013). The Effect of Advertising Spending on Brand Loyalty Mediated by Store Image, Perceived Quality and Customer Satisfaction: A Case of Hypermarkets. Asian Journal of Business Management 5(1), 181-192
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  • Kwok , S . ve Uncles , M . ( 2005 ). Sales Promotion Effectiveness: The Impact of Consumer Differences at An Ethnic-Group Level . Journal of Product veBrand Management , 14(3), 170 – 186 .
  • Lăng, L.D. ( 2013). Impacts of Advertising and Sales Promotion on Brand Equity of Soft Drinks, Impacts of Advertising and Sales Promotion. Journal of Economic Development, 216, 131-145.
  • Liao, S.L. (2006). The Effects of Nonmonetary Sales Promotions on Consumer pPreferences: The Contingent Role of Product Category. The Journal of American Academy of Business, Cambridge, 8(2), 196–203.
  • Lin, C. H. ve Kao, D. T. (2004). The Impacts of Country-of-Origin on Brand Equity.Journal of American Academy of Business, 5(1/2), 37-40.
  • Lin, S.Y. (2006). The Impact of Warranty and Brand Awereness on Customer Loyalty. Chinese Management Review, 8(1),1-20.
  • Lowe, B., and Barnes, B.R. (2012). Consumer Perceptions of Monetary and Non-Monetary Introductory Promotions for New Products. Journal of Marketing Management, 28, 5-6, 629.
  • Malik, M.E., Ghafoor, M.M., Iqbal, H.K. vd. (2013). Importance of Brand Awareness and Brand Loyalty in assessing Purchase Intentions of Consumer. International Journal of Business and Social Science, 4 (5), 167-172.
  • McGovern, G. (2001). Content Builds Brands Online. The International Journal of Media Management, 3(4), 198-201.
  • Mela, C.F., Gupta, S. and Lehmann, D.R. (1997). The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice. Journal of Marketing Research,34(2), 248–61.
  • Mela, C.F., Ataman, M.B. ve Van, H H. (2006). The Long-Term Effect of Marketing Strategy on Brand Performance. ZIBS Research Reports.
  • Montaner T.ve Pina, J.M. (2008). The Effect of Promotion Type and Benefit Congruency on Brand Image. Journal of Applied Business Research, 24(3), 15-28.
  • Motameni, R. ve Shahrokhi, M. (1998). Brand Equity Valuation: A Global Perspective. Journal of Product and Brand Management, 7(4), 275-290.
  • Neslin, S.A. ve Shoemaker, R.W. (1989). An Alternative Explanation for Lower Repeat Rates Following Promotion Purchases. Journal of Marketing Research, 26(2), 205-213.
  • Netemeyer, R., Krishnan, B., Pullig, C., Wang, G., Yagci, M., Dean, D., Ricks, J. ve Wirth, F. (2004),. Developing and Validating Measures of Facets of Customer-Based Brand Equity. Journal of Business Research, 57, 209–24.
  • Nijs ,V.R,. Dekimpe, M.G., Steenkamp, J. ve Hanssens, D.M. (2001). The Category-Demand Effects of Price Promotions. Marketing Scince, 20(1), 1-22.
  • Nguyen, T.D., N.J. Barret ve K.E. Miller, (2011). Brand Loyalty in Emerging Markets. Marketing Intellegence Planning, 29(3):, 222-232.
  • Oliver, R.L., Rust, R.T. and Varki, S. (1997). Customer Delight: Foundations, Findings, and mManagerial Insights. Journal of Retailing, 73 (3), 311-336.
  • Palazón-Vidal, E. ve Delgado-Ballester, M. (2005). Sales Promotions Effects on Consumer-Based Brand Equity. International Journal of Market Research, 47(2), 179-204.
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  • Tam, J. L-M. (2011). The Moderating Role of Perceived Risk in Loyalty Intentions: An Investigation in A Service Contex. Marketing Intelligence and Planning , 30 (1), 33-52.
  • TÜSİAD ve Deloitte Digital (2019). E-Ticaretin Gelişimi, Sınırların Aşılması ve Yeni Normlar. 02 Ocak 2020 tarihinde http://www.tubisad.org.tr/tr/images/pdf/dd-tusiad-eticaret-raporu-2019.pdf adresinden erişildi.
  • Winer, R.S. (1986). A Reference Price Model of Brand Choice for Frequently Purchase Products. Journal of. Consumer Research, 13, 250-256.
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  • Zeithaml, V.A., Berry, L.L. ve Parasuraman, A., (1988). Communication and Control Processes in The Delivery of Service Quality. Journal of Marketing, 52 (2), 35-48.
Toplam 96 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm İşletme
Yazarlar

Berrin Arzu Eren 0000-0003-0839-5302

Yayımlanma Tarihi 31 Aralık 2020
Gönderilme Tarihi 12 Mayıs 2020
Kabul Tarihi 6 Kasım 2020
Yayımlandığı Sayı Yıl 2020 Cilt: 23 Sayı: 44

Kaynak Göster

APA Eren, B. A. (2020). ON-LINE PERAKENDE SEKTÖRÜNDE UYGULANAN PARASAL VE PARASAL OLMAYAN SATIŞ PROMOSYONLARININ MARKA EDERİNE ETKİSİ. Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 23(44), 1133-1167. https://doi.org/10.31795/baunsobed.736304

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