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Brand Loyalty and Decision Maker
... Involvement and specifically attitudinal loyalty are highly correlated. Basson (2014), Dick and Basu (1994), Giddens (2002), Jacoby and Chestnut (1978), Kim et al. (2008), Moolla and Bisschoff (2013), Musa (2005), Punniyamoorthy and Raj (2007), Van der Westhuizen (2018), Yasin and Shamim (2013). ...
... Perceived value is made up of several components. The four most common components identified that represents perceived value are (1) Functional value, (2) Emotional value, (3) Price-worthiness factor, and (4) Social value Dick and Basu (1994), Giddens (2002), Jacoby and Chestnut (1978), Molinari et al. (2008), Musa (2005), Punniyamoorthy andRaj (2007), Schijins (2003), Rather (2018), Ong et al. (2018), Van der Westhuizen (2018). ...
... The traditional strategies of repetition are inadequate of themselves to create either the "authentic newness" or the "individual. Ami et al. (2018), Chaudhuri and Holbrook (2001), Dick and Basu (1994), Giddens (2002), Jacoby and Chestnut (1978), Kim et al. (2008), Musa (2005), Schijins (2003. ...
This research aims to explore the relationship between marketing and sustainability in companies operating in Egypt by assessing the nature of the involvement of the marketing function in sustainability practices. An exploratory study was deployed by interviewing the representatives of 10 companies and analyzing the sustainability reports of these companies. Purposive criterion sampling was applied to select companies which were guaranteed to be implementing sustainability practices and reporting on them. The findings of the study indicated that the marketing function of companies operating in Egypt only gets involved with sustainability practices that concern consumers. Furthermore, the findings of this study augment current literature on understanding the relationship between CSR and sustainability. This study showcases how CSR is evolving and shifting with the advent of the sustainability concept.KeywordsSustainabilityCSRSDGsSustainable marketing
... Seorang konsumen akan selalu setia untuk membeli merek tersebut apabila konsumen sudah setia (Aaker, 1997). Giddens (2002) mengemukakan bahwa para konsumen akan membeli merek tertentu dibandingkan merek lain dalam satu kategori produk dipengaruhi oleh brand loyalty (Giddens and Hofmann, 2002). ...
... Seorang konsumen akan selalu setia untuk membeli merek tersebut apabila konsumen sudah setia (Aaker, 1997). Giddens (2002) mengemukakan bahwa para konsumen akan membeli merek tertentu dibandingkan merek lain dalam satu kategori produk dipengaruhi oleh brand loyalty (Giddens and Hofmann, 2002). ...
(English Version)
In the midst of the times, the competition is very tight, making the company trying to maintain its business continuity. So, producers should seek various ways to maintain customer satisfaction and loyal customers to AFB Advertising. The type of research used is explanatory research. The population in this study is AFB Advertising customer. The sample technique used purposive sampling as many as 105 people as respondents. This study uses a questionnaire as a data collection instrument whose results will be analyzed using the Structural Equation Model (SEM) equation model with path analysis. The results of his research show that: (1) Customer trust and customer satisfaction have a significant effect on brand loyalty through E-WOM which has an E-WOM beta coefficient value of (α = 0.05). (2) Customer trust is determined by trusting belief and trusting intention. Then, customer satisfaction is determined by service quality, personal selling and complaint handling. However, E-WOM is determined by intensity, valence of opinion and content. Brand loyalty is determined by information sharing, positive information, Friend recomendation, and continuing purchase. Then, Brand Loyalty affects Share Information.
(Versi Indonesia)
Di tengah perkembangan zaman persaingan sangat ketat menjadikan perusahaan berupaya untuk mempertahankan kelangsungan bisnisnya. Sehingga produsen harus mengupayakan berbagai cara untuk menjaga kepuasan konsumen dan pelanggan yang setia terhadap AFB Advertising. Jenis penelitian menggunakan penelitian eksplanatori dengan populasi dari customer AFB Advertising. Teknik sampel menggunakan purposive sampling sebanyak 105 orang sebagai responden. Penelitian ini menggunakan kuesioner sebagai instrumen pengumpulan data yang hasilnya akan dianalisis dengan menggunakan model persamaan Structural Equation Model (SEM) dengan Path Analysis. Hasil penelitiannya menunjukkan bahwa: (1) Customer Trust dan Customer Satisfaction berpengaruh signifikan terhadap brand loyalty melalui E-WOM memiliki nilai koefisien beta E-WOM sebesar (α = 0,05); (2) Customer trust ditentukan oleh Trusting Belief dan Trusting Intention, Customer Satisfaction ditentukan oleh service quality, personal selling dan complain handling serta E-WOM ditentukan oleh Intensity, Valence Of Opinion dan Content kemudian Brand Loyalty ditentukan oleh Share Information, Say Positif Things, Recommended Friends dan Continue Purchasing. Brand Loyalty berpengaruh terhadap Share Information.
... In the literature on marketing, brand loyalty is defined in a variety of ways. Giddens (2002) asserts that a customer exhibits brand loyalty when they are willing to pay extra for a certain brand within the same product category and suggests that brand to other people in their personal lives. Another approach to describe brand loyalty is a strong desire to use or repurchase a preferred good or service in the future, which results in recurring brand purchases. ...
The purpose of this research is to examine the complexities of customer choices in the mobile phone industry in Karnataka, with a specific emphasis on certain towns within the state. The comprehension of brand preference has significant importance for mobile phone makers and marketers, since it exerts a direct impact on customer choices and buying behaviours. Moreover, with the implementation of this study in certain urban areas, our objective is to unveil potential regional disparities and intricacies in consumer conduct and inclinations. These findings might provide significant perspectives for the development of focused marketing tactics. The elements that affect consumers brand preferences regarding mobile phone brands in few select locations of Karnataka were determined in this study.
... Üniversitede bilim üretme iĢini yapan ve öğrencilere aktaran da öğretim East vd., (2000), müĢterilerin bir mağazaya ya da markaya yönelik pozitif yönelimini bağlılık olarak ifade etmiĢtir. Eğer bir müĢteri, belirli bir markayı farklı tüketicilere tavsiye ediyor ya da bahsi geçen markaya daha fazla fiyat ödemeye istekli ise tüketicinin markaya bağlı olduğu söylenebilir (Giddens, 2002). ...
... Kotler, (2014) explain that brand provides significant contributions to organizations which enable them to create loyal customer group and retain their market shares. In the opinion of Giddens, (2012) the ability for consumers to identify a brand, makes them to pay high prices to a certain brand within the same product group based on satisfaction. However, in the observation of Wood, (2014)high number of brands that change their brand easily makes the creation of brand loyalty difficult. ...
The ability for an organization to create and managed brands by communicating it product and image is steadily declining in effectiveness and relevance. As traditional mass media is overtaken by word-of mouth and peer review dialogue as the primary driver of consumer attitude and brand choice, consumers are more able to challenge an organization's brand promise as well as seek out alternatives. Thus, this paper focused on the role of brand advocacy on consumer satisfaction. Thus the purpose of the paper was to investigate what role (s) brand advocacy play on consumer satisfaction towards the brand. In line with the stipulated objective the cognitive dissonance and brand identity theories were employed to further provide perspective for the study. Similarly, secondary data was retrieved as the research design was documentary. Thus findings showed that in creating successful brand advocacy organizations requires a different set of brand management competencies. It requires organizations to develop and harness the competencies of customers. Also a successful brand advocacy demands new communication infrastructures to enable customers listen and participate brand conversations. It is concluded that brand advocacy is necessary to provide needed information for customer satisfaction .It is recommended that brand managers should make brand advocacy a new paradigm for advertising, since advocacy triggers brand satisfaction, and loyalty and enable the brand to compete favourably in the ever changing market.
... Brand loyalty means shoppers are likely to pay more for a particular brand in the same product group and then recommend it to other people (Giddens, 2002). Brand loyalty is defined as the consumer's intention to buy a specific brand of a certain product category, and when consumers who, in addition to being of quality, provide an image and characteristics that reflect their preferences, then loyalty is created. ...
Analyze brand loyalty in video gamers and what is the most important forecaster that determines it toward Genshin Impact and its developer miHoYo
... Marka bağliliği birçok alternatif arasindan belirli bir markaya uzun süre boyunca odaklanilarak gösterilen davranişsal eğilimdir (Wood, 2004). Bir tüketici ayni ürün grubunda yer alan alternatif markalar arasindan belli bir markaya daha fazla ödeme yapmayi kabul ediyor ve bunu yakin çevresine de tavsiye ediyorsa, bu tüketicinin marka bağliliği olduğu söylenebilir (Giddens, 2002). ...
... Marka bağliliği birçok alternatif arasindan belirli bir markaya uzun süre boyunca odaklanilarak gösterilen davranişsal eğilimdir (Wood, 2004). Bir tüketici ayni ürün grubunda yer alan alternatif markalar arasindan belli bir markaya daha fazla ödeme yapmayi kabul ediyor ve bunu yakin çevresine de tavsiye ediyorsa, bu tüketicinin marka bağliliği olduğu söylenebilir (Giddens, 2002). ...
COVID-19 gibi pandemiler, insan hayatini ve dolayisiyla satin alma örüntülerini doğrudan etkileyen olaylar olarak ortaya çikmaktadir. Nihai tüketicilerin bireysel düzeydeki satin alma davranişlari ile küresel pazarda bu tür yikici ve yeniden düzenleyici bir etki yaratmasi, olağan koşullar altinda düşük bir ihtimalken kitleleri tehdit eden pandemi gibi bir tehlike karşisinda hem bireysel hem de toplumsal düzeyde satin alma davranişlari hizla yeniden şekillendirilmektedir.
... East vd., (2000), müşterilerin bir mağazaya ya da markaya yönelik pozitif yönelimini bağlılık olarak ifade etmiştir. Eğer bir müşteri, belirli bir markayı farklı tüketicilere tavsiye ediyor ya da bahsi geçen markaya daha fazla fiyat ödemeye istekli ise tüketicinin markaya bağlı olduğu söylenebilir (Giddens, 2002). ...
... The literature includes are several definitions of brand loyalty. For example, Giddens (2002) stated that brand loyalty means the consumer's willingness for buying a certain brand regardless of its price and recommend it to others. Knox & Walker (2001) defined brand loyalty as consumers' willingness to consistently repurchase a preferred brand. ...
The increasing consumer uncertainty in today's marketplace has led to an increasing global interest in brand authenticity and a growing demand for authentic brands. The main objective of this research is to explore the effect of consumer-based brand authenticity on brand loyalty. It also aims to explore whether brand satisfaction mediates the relation between brand authenticity and brand loyalty or not. The study focused on only three dimensions of brand authenticity, quality commitment, sincerity and heritage. It was hypothesized that consumer-based brand authenticity positively affects brand satisfaction and brand loyalty. It was also hypothesized that brand satisfaction has a positive impact on brand loyalty and that brand satisfaction mediates the relation between consumer-based brand authenticity and brand loyalty. An online questionnaire was conducted to collect data from a sample of 487 respondents of car owners in the Egyptian market place from a wide variety of brands. The SEM was used to analyze data and test the hypotheses. Results showed that all the 3 consumer-based brand authenticity dimensions used significantly and positively influence brand satisfaction. Sincerity is considered the only dimension of consumer-based brand authenticity that significantly and positively effects brand loyalty. Moreover, brand satisfaction was also found to significantly and positively affect brand loyalty. It has been proved that brand satisfaction plays a significant positive role on the consumer-based brand authenticity and brand loyalty relationship.
... Marka bağımlılığı, bir veya daha çok marka arasından belli bir markaya uzun bir süreçte yoğunlaşarak gösterilen davranışsal eğilimdir (Wood, 2004). Eğer bir tüketici aynı ürün grubu içerisinde belli bir markaya daha yüksek ücret ödemeyi kabul ediyor ve yakın çevresine de bu markayı kullanmaları yönünde tavsiyelerde bulunuyorsa bu tüketicinin marka bağımlılığından söz edilebilir (Giddens, 2002). Araştırmacılar; marka imajı, müşteri memnuniyeti, marka güveni (Tabish vd., 2017) ve topluluk deneyiminin (Wang vd., 2019) marka bağımlılığı oluşturmada etkili olduğunu belirtmektedir. ...
Araştırmanın amacı; müşterilerin satın alma niyetini etkileyen faktörleri tespit etmek, marka bağımlılığı ve satın alma niyeti arasındaki ilişkide, referans grupların düzenleyici rolünü ortaya koymaktır. Bu eksende, marka bağımlılığı ve referans grubunun, satın alma niyeti ile olan ilişkilerini içeren kavramsal bir model önerilmektedir. Araştırma; İstanbul/Kadıköy’de (n=569), kolayda örneklem metodu ile seçilen 20-30 yaş grubu genç yetişkinlere, yüz yüze anket uygulaması yapılarak gerçekleştirilmiştir. Elde edilen veriler SSPS programı yardımıyla analiz edilmiş, araştırma hipotezlerini test etmek için ise; Process macro kullanılmıştır. Analiz sonuçları, marka bağımlılığının müşterilerin satın alma niyeti üzerinde anlamlı ve pozitif bir etkisinin olduğunu göstermektedir. Ayrıca referans grubunun bu ilişkide düzenleyici rol üstlendiği tespit edilmiştir. Araştırma; satın alma niyetinin öncüllerini daha derinden anlamaya yardımcı olurken, cep telefonu markaları da müşterilerin satın alma niyetinin oluşmasında özellikle referans grupların etkinliğini görmeleri açısından farkındalık yaratacağı değerlendirilmektedir.
... Literatürde marka bağımlılığının çeşitli tanımları bulunmaktadır. Giddens (2002:1) tüketicinin aklında bulunan belirli markadaki ürüne diğer ürünlere göre daha fazla ödeme yapması ve markayı çevresindeki kişilere tavsiye etmesi; Pappu, ve ark. (2005) bir markaya tüketicinin eğilim göstermesi ve gelecekte de bu markayı sürekli olarak satın alması; Onurlubaş ve Öztürk (2020:114) tüketicinin belirli bir markayı piyasada birçok marka olmasına rağmen tercih etmesi; Jacoby ve Chestnut, (1978:80-84) satın alma davranışı ile sonuçlanan davranışsal bir harekettir olarak tanımlanmıştır. ...
This study aims to determine the mediating role of brand loyalty in the effect of brand authenticity on purchasing intention. In this context, 384 face-to-face questionnaires were applied to X brand food consumers who are over the age of 18 in Istanbul Province with a convenience sampling method. SPSS 23 and AMOS 20 programs were used in the analysis of the data. The data were analysed by using Cronbach Alpha Coefficient method, Normality test, Explanatory Factor Analysis, Confirmatory Factor Analysis, Structural Equation Model and Sobel test. As a result of the research, it was determined that brand loyalty partially mediated the effect of brand authenticity on purchasing intention. Also, it has been determined that reliability, originality and naturalness, which are among the dimensions of brand authenticity, have a significant effect on brand loyalty and brand loyalty, originality and naturalness have a significant effect on purchase intention.
... This creates a need to study the influence of several elements of brand management on brand loyalty. Brand loyalty is a customer preference when purchasing a specific brand in a product category (Giddens and Hofmann, 2010). Marketing academicians and practitioners accept that retaining the existing customers is more cost efficient as it costs five times more to attract new customers as compared to retaining the existing ones (Oladele and Akeke, 2012). ...
Brand loyalty is a critical issue faced by organisations. It increases an organisation's profits and market share. Overlooking brand loyalty among customers raises problems in retaining customers. Besides, retaining the existing customers is more cost efficient rather than gaining and attracting new customers. Thus, this paper explores the elements of brand management that influence customer brand loyalty. This paper conducts a meta-data analysis addressing this lacuna in the literature and helps researchers to understand the concepts and elements used to measure customer brand loyalty. The study found that product quality, brand service quality, brand value and brand image, among others are factors influencing brand loyalty. Brand loyalty can be conceptualized with measurable brand dimensions and tested in future empirical studies for model fitness.
Keywords: Brand Management, Brand Loyalty, Meta-Data analysis
JEL Classifications: M1, M3
... The company certainly want their consumers to be loyal and keep consuming their brand, because the loyal consumers can give several benefits to the company such as reaching higher sales, reducing the company's costs for marketing efforts, and achieving efficiency [18]. However, the phenomenon shows the opposite. ...
This study aims to describe the tendency of consumption patterns and brand loyalty of the cosmetic consumers in Yogyakarta. This research is a preliminary study for further research which aims to find out a dynamic model of cosmetic consumer loyalty. This research applied quantitative approach with survey method. The research involves 50 female cosmetic consumers that fulfills the inclusion criteria: a) respondents must be active consumers of cosmetic products (indicated by cosmetic purchasing behaviors at least once in the past six months), b) living in Yogyakarta, c) aged between 16 up to 30 years. The data were collected by distributing online questionnaires with open-ended questions and were analyzed using quantitative descriptive technique. The results showed that: (1) face powder and lipstick are the most-used and most-purchased cosmetic products by consumers, (2) 50 percent of cosmetic consumers intended to keep using their current brand, 34 percent of them switched brands, and 4 percent others used multi-brands, and (3) 88 percent of face powder and lipstick consumers switched brands more than twice because of curiosity, variety-seeking, looking for the best value product, incompatible cosmetic formula on their facial skin, poor quality, poor performance of previous brands, and the lower price of products from other competitors.
... This occurs because tourists feel that a brand is able to offer the product features, product image or product quality level which matches to the price. Basically, the first time tourists will experiment in the purchase of a product, after they try the product and feel satisfied, they will make it a habit and will continue to purchase the same product because they feel the product is more secure and known (GIDDENS, 2002). Johnson and Fornell (1991) stated that consumer satisfaction is the result of a thorough evaluation of the top performing consumer products which they consume. ...
This study aims to investigate the effect of the marketing mix and service quality on tourist satisfaction and loyalty. The data collection techniques used in this study included interviews and questionnaires to the relevant parties. The technique of data analysis in this study was descriptive and Structural Equation Modelling (SEM). The results showed that the marketing mix had a positive and significant effect on tourists satisfaction. The service quality had a positive and significant effect on tourists satisfaction in the region of Samosir. Marketing mix had a positive and significant effect on tourists loyalty. The service quality had a positive and significant effect on tourists loyalty. Tourist satisfaction had a positive and significant effect on tourists loyalty in the region of Samosir. And the marketing mix and the service quality had a significant effect on tourists in the Samosir Region through tourist satisfaction.
... Bada and Sasse (2014) and Bloem, et al. (2014) found on the other hand that awareness-raising campaigns about cybersecurity mostly failed to change the security behaviour of consumers. Giddens and Hofmann (2010) point out that brand loyalty is an endemic issue in today's markets. Consumers today have become much more knowledgeable about what they purchase. ...
... Bada and Sasse (2014) and Bloem, et al. (2014) found on the other hand that awareness-raising campaigns about cybersecurity mostly failed to change the security behaviour of consumers. Giddens and Hofmann (2010) point out that brand loyalty is an endemic issue in today's markets. Consumers today have become much more knowledgeable about what they purchase. ...
Cybersecurity and security mechanisms of mobile device play an important part in product development, but are not often a top priority when customers select their favorite brand. A key factor that has been ignored as a result of the rapid pace of the market is that of youth brand loyalty. Brand loyalty remains one of the key factors in global markets that determine core consumers and security concerns feature became less important. This chapter aims to ascertain the key factors of brand loyalty and measure what consumers base their decision on whilst selecting a brand. The chapter will look at social value, emotional value, functional value, involvement, and perceived value of the consumer to the brand. Based on quantitative results, a conclusion will be drawn on what the key factors of brand loyalty are. Recommendations will be made on how mobile brand companies can use these KSFs when developing new products in order to procure more loyal consumers, as well as to increase awareness of the importance of the security features of the device when making a choice to purchase a brand.
... Loyalitas merek berarti konsumen cenderung untuk membayar harga tinggi untuk merek tertentu dalam jenis produk yang sama dan menyarankan merek yang untuk orang-orang di sekitar mereka (Giddens, 2002). ...
p align="justify">This study uses a quantitative approach to data collection technique using a questionnaire. The population used in this study are all customers who use tobacco products Gudang Garam International, while method of sample using accidental sampling technique is the technique of sample withdrawal by chance, so the number of samples obtained as many as 100 people. The data analysis technique used in this study is the analysis of regression and correlation. The results revealed a significant difference between the quality of the product, brand and promotion jointly on customer loyalty cigarettes Gudang Garam International. The result proved that the customer loyalty is assumed to be positively affected by the price and the service that pertain in Alakasa Extrusindo Company. The result proved that the customer loyalty was simultaneous affected by the price and service.
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... Perceived value is made Punniyamoothy and Raj up of several components. The four most common (2007), Musa (2005), Schijins components identified that represents perceived value are·(2003), Giddens (2001), Functional value· Garbarino and Johnson (1991), Dick and Basu (1994), Jacoby and Chestnut (1978). (2001), Garbarino and a key psychological force that links the consumer Johnson (1991), Dick and to the selling organization (Bansal, Irving and Taylor Basu (1994), Jacoby and (2004). ...
This paper develops a model to measure brand loyalty. This is achieved by researching historical brand loyalty models from the literature, and to identify from these models the constructs that influence behaviour related to brand loyalty. An exploratory research perspective examined a broad range of survey-based loyalty influences and then reduced these influences to the twelve more important ones. These twelve influences were further examined and a number of valid questions to measure each influence, were formulated from the literature review. This culminated in the final result, namely the model to measure brand loyalty. The research is of value to management, especially marketing and brand managers, as well as academics and other researchers. Managers will be able to apply the model to determine which specific influences are the most important for their products or services, while also identifying where their brand loyalty fails.
... This creates a need to study the influence of several elements of brand management on brand loyalty. Brand loyalty is a customer preference when purchasing a specific brand in a product category (Giddens and Hofmann, 2010). Marketing academicians and practitioners accept that retaining the existing customers is more cost efficient as it costs five times more to attract new customers as compared to retaining the existing ones (Oladele and Akeke, 2012). ...
Brand loyalty is a critical issue faced by organisations. It increases an organisation’s profits and market share. Overlooking brand loyalty among customers raises problems in retaining customers. Besides, retaining the existing customers is more cost efficient rather than gaining and attracting new customers. Thus, this paper explores the elements of brand management that influence customer brand loyalty. This paper conducts a meta-data analysis addressing this lacuna in the literature and helps researchers to understand the concepts and elements used to measure customer brand loyalty. The study found that product quality, brand service quality, brand value and brand image, among others are factors influencing brand loyalty. Brand loyalty can be conceptualized with measurable brand dimensions and tested in future empirical studies for model fitness.
... Bununla birlikte müşterinin değişen pazar-rekabet şartları karşısında dahi markayı tercih etmesi durumunda marka bağlılığından söz edilebilecektir. Ayrıca bir markaya karşı güçlü bağlılık hissi duyan müşterilerin bu markayı çevresindekilere tavsiye etmesi durumunun da söz konusu olması gerekir (Giddens, 2002). ...
ÖZET Bu çalışmanın amacı, marka sadakatiyle ilgili iki boyut olan tutumsal ve davranışsal yaklaşıma etki etmekte olan kritik öncül faktörlerden marka algısı ve markaya duyulan memnuniyet hissinin, marka sadakatinin söz konusu iki boyutuyla olan ilişkisinin tespit edilmesidir. Bu amaç doğrultusunda araştırmanın konusuyla ilgili bir saha çalışması uygulanmış ve nihai-müşterilerin kullandıkları kişisel bakım ürünü markası hakkındaki görüşleri anket formu aracılığıyla toplanmıştır. Anket Türkiye ve İran'da yaşayan toplam 162 üniversite öğrencisine uygulanmıştır. Araştırmanın metodoloji bölümünde, öncelikle araştırma modelindeki değişkenleri temsil eden ilgili anket ölçüm sorularını ayrıştırarak belirlemek için keşifsel faktör analizi yapılmıştır. Ardından öncül faktörler olan marka algısı ve tüketicilerde markayla ilgili oluşan memnuniyet hissinin her iki marka sadakati yaklaşımıyla olan ilişkisi regresyon analizi aracılığıyla incelenmektedir. Analiz neticesinde marka algısının direk ve pozitif yönlü olarak marka sadakatinin tutumsal yaklaşımıyla istatistiki olarak anlamlı bir ilişki içinde olduğu belirlenmiştir. Öte yandan memnuniyet hissi değişkeniyse davranışsal yaklaşım ile istatistiki olarak direk ve pozitif yönlü bir etkileşim içinde olduğu araştırmanın bir diğer önemli bulgusu olarak dikkat çekmektedir.
ABSTRACT The aim of this study is to determine the relationships between two sub-dimensions of brand loyalty and the antecedent factors (i.e. brand perception and satisfaction), which have an impact on these sub-dimensions (i.e. attitudinal approach and behavioral approach). In order to reach that aim a field survey was conducted based on the research subject and data was collected via formal-questionnaire according to the opinions of the end-customers who consumed the personal care product brand. Survey has been applied to 162 junior consumers who are university students from Turkey and Iran. In the methodology part of the study, initially to define the measurement items for each variable in the research model the questionnaire items are separated by using the exploratory factor analysis. Next, the interaction effect of antecedent factors (i.e. brand perception and satisfaction) on each brand loyalty approaches are tested by using regression analysis. The research result stated that, the brand perception has positive and significant relationship with the attitudinal approach which is statistically supported. Another important finding of this study reveals that the variable of satisfaction has positive and significant interaction with the behavioral approach based on the statistical test results.
... The emergence of brand loyalty has led to a growing interest in the way in which branding is managed. This has led to several studies investigating the influences of brand loyalty in various segments (Chaudhuri and Hoibrook 2001;Giddens 2001;Uncles et al. 2003;Schijns 2003;Musa 2005;Punniyamoorthy and Raj 2007;Maritz 2007). There is, however, limited research in identifying and ranking brand loyalty influences in the FMCG sector. ...
The objective of this paper is to validate a conceptual model to measure brand loyalty. The empirical process of validation is based on literature research. The model was tested amongst a sample of 550 managers and 541 completed the questionnaires (response rate of 98%). The validation process aimed to validate the items that measure each of the brand loyalty influences; assess the sampling adequacy; test the applicability of the data for multivariate statistical analysis; determine the importance of each of the brand loyalty influences; and test the reliability of each of the brand loyalty influences in the model. All these objectives were met. Thi s culminated in the final result, namely that the model to measure brand loyalty was proven statistically to be a valid and reliable model that can be used to measure brand loyalty. The research is of value to managers, academia and researchers.
... The emergence of brand loyalty has led to a growing interest in the way in which branding is managed. This led to several studies investigating the influences of brand loyalty in various segments, such as healthcare, fashion and publishing, and there is little evidence of brand loyalty research strictly in the FMCG sector (Chaudhuri and Holbrook 2001;Giddens 2001;Uncles et al. 2003;Schijns 2003;Musa 2005;Punniyamoorthy and Raj 2007;Maritz 2007). There is even less research in identifying and ranking brand loyalty influences in the FMCG sector, complicating any attempts to measure brand loyalty in this sector. ...
A model to measure the brand loyalty of Fast-moving Consumer Goods (FMCG) was developed by researching historical brand loyalty models, by identifying brand loyalty influences, by validating the measurement criteria and, ultimately, by constructing a structural equation model. Twelve brand loyalty influences were included in the model, two of which further possess sub-influence qualities. The model shows good fit indices with the Comparative Fit Index (0.815), while the secondary fit indices RMSEA (0.131 within a small margin of 0.018) and Hoelter (77 at p <= 0.01) also show satisfactory model fit. Management can use the model as diagnostic brand loyalty tool in managerial decision-making, while academics and brand researchers could apply the model in extended brand loyalty research.
... Besides the available functions, the brand of smartphone also plays a vital role in consumer buying decisions. Brand loyalty means consumers tend to pay high prices for a certain brand within the same product group and recommend that brand to the people around them (Giddens, 2002). When customers are satisfied, they show commitment to continuously buying the same brand and so become loyal customers (Ballantyne et al., 2006). ...
The purpose of this study was to identify customers’ impression of different smartphone brands. After reviewing the literature, this study chose the four top-selling smartphone vendors according to IDC Statistics (IDC Worldwide Mobile Phone Tracker, 2012), and 64 subjects participated in the study. A questionnaire survey and the eye tracking technique were adopted to carry out a comprehensive analysis of the decision making of consumers. The content of the questionnaire survey included product system, product exterior, and brand appearance. The results of the survey showed that 71% of the subjects were willing to spend more money to buy their favorite brand of smartphone. In addition, the analysis of the eye tracking data indicated some significant differences in the sequential position of viewing the phones’ logos. The viewing of most subjects focused on the smartphone brand rather than on the product specifications and price. To sum up, this study suggests that the brand logo is the most important criterion when consumers make a decision to buy a product. The myth impression of the specific brand existed prior to the decision to buy the product. Therefore, we believe that the amount of sales of the product depends mostly on the brand. Although the subjects were able to make objective choices regarding the various specifications, they still chose their favorite brand regardless of their objective considerations. Implications of the study findings are discussed.
... Brand loyalty means consumers tend to pay high prices to a certain brand within the same product group and advise that brand to the people around them (Giddens, 2002). However, high number of brands that serve for the same to change their brand easily and make the creation of brand loyalty difficult (Wood, 2004). ...
In this research, the effect of the variables including brand value, brand equity, brand quality, brand satisfaction, brand trust and brand commitment on brand loyalty and repurchase intentions was investigated. The perceived equity, value and quality were determined to be input variables; brand satisfaction, trust, affective commitment and continuance commitment were determined to be intervening variables; repurchase intentions and loyalty were determined to be output variables. A survey was conducted to undergraduate and graduate students of Ataturk University. According to the results of the research, it was determined that brand equity, value and quality had no effect on brand satisfaction, but had an effect on trust. It was determined that brand satisfaction had an effect only on affective commitment, and trust had an effect both on affective commitment and continuance commitment. Additionally, the effect of affective commitment on repurchase intention and loyalty was seen, but the effect of continuance commitment on repurchase intention and loyalty was not seen.
... They appear to numerous definition for brand loyalty in the marketing literature. For instance, Giddens (2002) assert that brand loyalty exist when a consumer is willing to pay a high price for a certain brand within the same product group and recommends that brand to the people around them. Brand loyalty is also expressed as a deeply held commitment to rebuy or patronize a preferred product/ service consistently in the future, thereby causing repetitive brand purchase (Oliver, 1999;Knox & Walker, 2001;Rundle-Thiele & Mackay, 2001). It is argued in the extant literature that brand loyalty results in sales revenues, market share, profitability to the firms, and help them grow or at least maintain themselves in the marketplace (Keller, 2008;Aaker, 1991, Kapferer, 1997. ...
Notwithstanding the increasing acknowledgement of the prominence of brand loyalty in business performance, research efforts directed at investigating the influence brand service quality, satisfaction and trust on brand loyalty in the context of South African retailing industry have largely been neglected. Therefore, the principal objective of this study is to fill this void. In particular, the current study seeks to explore the direct effects of brand service quality on consumer brand satisfaction and brand trust; and the mediating role of brand satisfaction and trust in brand service quality – brand loyalty relationship. To empirically test the six posited research hypotheses, data was collected from consumers in Vanderbijlpark city of Gauteng Province in South Africa. The collected data was analyzed using Smart PLS statistical software for structural equation modeling. Managerial implications of the research findings are discussed and limitations and future research directions are indicated.
The suitability of 12 selected theoretical antecedents to measure brand loyalty in eight industries are evaluated to determine if these antecedents are relevant at all, which antecedents are generic across all the industries, or alternatively, which ones are industry-specific. Some 2035 questionnaires were collected and analyzed from the industry-stratified samples from industries like the fast-moving consumer goods, agribusiness, pharmaceuticals, and pet food industry). Cronbach’s alpha coefficient showed that all 12 loyalty antecedents are reliable (α ≥ 0.68). Three important generic brand loyalty antecedents (σ ≥ 50%) were identified, namely are Brand affect, Repeat purchase, and Brand trust. The other nine antecedents are all regarded as industry-specific ones because they fail to show importance in all the industries involved. Although the results are valuable to managers, researchers and academia aiming to measure and manage brand loyalty, an obvious drawback is that, despite the model’s success in a variety of industries, most of the data originated from South African based consumers. Country-specific influences may have played a role in the model construction. Although there is no evidence to support this suspicion, future users of the model should take this factor into consideration when using the model.KeywordsBrand loyaltyAntecedentsModelMeasureSouth Africa
The objective of this study is to examine the relationship between service quality, brand image, trust, promotion and customer loyalty in mobile phone service. This industry is highly competitive as new players coming in, with aggressive value offering, high promotion, better network quality and great customer service. The data was collected from Zarqa University in Jordan. Of the 500 student participating in the 30-questions, face-to-face intercept survey, 400 or about 85% responded. After dropping incomplete questionnaires, 350 usable responses were analyzed using SPSS. Multiple regression analysis was performed to investigate the relationship between service quality, brand image, trust, promotion and customer loyalty. The findings demonstrate that service quality positively influences customer loyalty. Results showed significant, positive relationships between service quality, brand image, trust, promotion and customer loyalty. For customers with high perceived service quality, brand image, and promotion they have a strong loyalty. Finally, Implications of this work and directions for future research are discussed.
Bu çalışma kapsamında öncelikle marka, tipografi ve logo kavramları ile bu kavramlarla ilişkili diğer kavramlar örneklerle açıklanmıştır. Uygulama kısmında ise dünya genelinde en değerli yüz marka arasına girmiş markaların içerisinden tipografik logoya sahip on marka katılımcılara gösterilmiştir. Bu markaların ilk beş tanesi Türkiye genelinde bilinen, geri kalan beş tanesi ise Türkiye’de fazla bilinmeyen markalardır. Türkiye’de bilinen markaların logoları aynı biçim, aynı yazı karakteri ve aynı renkler kullanılarak sadece marka ismi yerine farklı kelimelerle (lorem, ipsum ve lorem ipsum) adobe illustrator programında yeniden tasarlanmıştır. Kasti örneklem yöntemi ile seçilmiş 36 katılımcıya önce 11 soruluk online anket formu doldurtularak sonrasında zoom uygulaması üzerinden on marka gösterilip yarı yapılandırılmış görüşme tekniğine göre çağrışımlara yönelik sorular yöneltilmiştir. Katılımcılardan alınan verilerin sonuçları Frekans analizi ve Ki Kare testi ile tablolara dökülmüştür.
The research aims to test models of the relationship and the impact about the Role of marketing knowledge acquisition in Enhance brand equity through marketing activities, research problem embodied in the presence of search variables but with deficiencies in the perception to them and the importance of interdependence on the one hand, and the weakness of their awareness of these variables in spite of their use her but spontaneously (unintentional) on the other hand. it has been providing four main hypotheses the researcher through to the analysis and explanation for diagnosis correlation and effect relationships between the dimensions of search variables. It has been selected a random sample of (90) employees in marketing departments and relevant, and included (40) employees of Asiacell and (50) from Kork Telecom, and the researcher has adopted the the questionnaire as a measure key tool As well as personal interviews to collect data and information that have been analyzed by using a number of statistical techniques represented a Pearson Correlation coefficient, and simple regression analysis, test (F), test (t). The researcher found several conclusions, including: Existence a correlation and effect relationships between marketing knowledge acquisition and Enhance brand equity as well as the absence of significant differences between the two organizations research sample. Most importantly recommended by researcher is the need to focus research sample companies their efforts in development their explicit marketing knowledge through the acquisition Represented the knowledge about the product, pricing, promotion, distribution and customer because it contribute significantly to support activities that enhance the brand equity.
يهدف البحث الى اختبار نماذج العلاقة والأثر بشأن دور اكتساب المعرفة التسويقية في تعزيز ملكية العلامة التجارية من خلال النشاطات التسويقية، وقد تجسدت مشكلة البحث في وجود متغيرات البحث ولكن مع قصور في النظرة اليهما وأهمية ترابطهما من جهة، وضعف وعيهم لهذه المتغيرات على الرغم من استعمالهم لها ولكن بشكل عفوي (غير مقصود) من جهة اخرى. وقد تم تقديم اربعة فرضيات رئيسة انطلق الباحث من خلالها الى التحليل والتفسير لتشخيص علاقات الارتباط والتأثير بين ابعاد متغيرات البحث. وقد تم اختيار عينة عشوائية مكونة من (90) موظفاً في الاقسام التسويقية وذات الصلة، وتضمنت (40) موظفاً من شركة آسياسيل للاتصالات و(50) من شركة كورك للاتصالات، وقد اعتمد الباحث الاستبانة كأداة قياس رئيسة فضلاً عن المقابلات الشخصية لجمع البيانات والمعلومات التي تم تحليلها باستعمال عدد من الاساليب الاحصائية والمتمثلة بمعامل الارتباط بيرسون, وتحليل الانحدار البسيط، اختبار (F)، اختبار (t). وتوصل الباحث الى استنتاجات عدة منها: وجود علاقات ارتباط وتأثير معنوية بين اكتساب المعرفة التسويقية وتعزيز ملكية العلامة التجارية فضلاً عن عدم وجود فروق معنوية بين المنظمتين عينة البحث. أما أهم ما يوصي به الباحث هو ضرورة تركيز الشركات المبحوثة جهودها في تطويرها معرفتها التسويقية الصريحة عبر الاكتساب والمتمثلة بالمعرفة حول المنتج، التسعير، الترويج، التوزيع والزبون لانها تساهم وبشكل كبير في دعم النشاطات التي تعزز ملكية العلامة التجارية.
The purpose of the study is to develop scientific proposals and practical recommendations for the use of branding strategies in the management of the competitiveness of garment enterprises. The scientific significance of the research results was determined by the fact that it can be used to identify specific aspects of brand competitiveness management and enterprise competitiveness, brand management in enterprises, development of branding strategies and the formation of special strategic programs and program goals to transform the national garment brand into global brands. The practical significance of the research results is that the developed scientific proposals and practical recommendations will help entrepreneurs operating in the country to develop their own brand in order to be competitive, to evaluate it in market conditions. The results of the study can be explained by the fact that they can be used in the preparation of textbooks and manuals on the disciplines "Brand Management", "Management", "Fundamentals of Management and Marketing", "Innovation Management".
Hierdie artikel evalueer empiries die geskiktheid van 'n teoretiese model, bestaande uit 12 finale antesedente van handelsmerklojaliteit, om handelsmerklojaliteit in agt bedrywe te meet. Die primêre doel is om vas te stel of die antesedente relevant en geldig is om in alle nywerhede van toepassing te wees; die model sal dan geskik wees vir gebruik. Tweedens het die studie ten doel om antesedente te identifiseer wat algemeen in alle industrieë voorkom, en ook om vas te stel of sommige van die antesedente bedryfspesifiek is. Die teoretiese model is geëvalueer in ses bedrywe en agt verskillende subindustrieë, wat wissel van vinnig bewegende verbruikersgoedere, landboubesighede, farmaseutiese produkte en selfs die troeteldierkos-bedryf, om maar 'n paar te noem. Vraelyste is versamel en geanaliseer uit die industrie-gestratifiseerde steekproef. Die resultate het aangedui dat die 12 voorwaardes vir handelsmerklojaliteit almal betroubaar (α>0.68) en aanvaarbare maatstawwe vir handelsmerklojaliteit is. Soos verwag, is daar 'n aantal belangrike algemene voorkomste van handelsmerklojaliteit (σ>50%) wat by enige meting ingesluit moet word, ongeag die bedryf. Dit is handelsmerkinvloed, herhaalde aankope en handelsmerkvertroue. Die ander nege voorvalle word almal as bedryfspesifiek beskou, omdat dit nie belangrik is in al die bedrywe wat by hierdie studie betrokke was nie. Alhoewel die resultate waardevol is vir bestuurders, navorsers en die akademie wat daarop gemik is om handelsmerklojaliteit te meet en te bestuur, is 'n duidelike nadeel dat, ten spyte van die sukses van die model in 'n verskeidenheid bedrywe, die meeste van die inligting afkomstig is van Suid-Afrikaanse verbruikers in die verskillende industrieë. Landspesifieke invloede het moontlik 'n rol gespeel in die konstruksie van die model, en hoewel daar bewyse is om hierdie vermoede te ondersteun, moet toekomstige gebruikers van die model dit in ag neem by die gebruik van die model.
Günümüzün küreselleşen dünyasında, kurumsal sosyal sorumluluk, markalar açısından bir zorunluluk haline gelmektedir. Toplum vasıtasıyla kazandığını topluma geri vermek ve markanın uygulamalarında kamu yararını göz önünde bulundurma prensibine dayanan kurumsal sosyal sorumluluk anlayışı, markaların hizmetlerini ve ürünlerini tanıtmalarına, itibarlarını artırmalarına ve marka değerlerini yükseltmelerine aracılık eden önemli bir unsurdur. Bu doğrultuda araştırmanın amacı tüketicilerin kurumsal sosyal sorumluluk algıları ile marka değeri arasındaki ilişkiyi tespit etmektir. Bununla birlikte çalışmanın bir diğer amacı ise kurumsal sosyal sorumluluk algısının, marka değeri üzerinde doğrudan ve anlamlı bir etkisinin olup olmadığını analiz etmektir. Bu bağlamda, GSM operatörleri sektöründe faaliyet gösteren markanın Konya'daki müşterileri (n=392) üzerinde uygulanan anketin verileri kullanılarak değişkenler arasındaki ilişkiler test edilmiş ve kuramsal olarak ortaya konan hipotezler sınanmıştır. Ayrıca araştırmanın analizinde, tanımlayıcı istatistikler, kurumsal sosyal sorumluluk algısı ile marka değeri arasındaki ilişkiyi ve etki düzeyini ölçmek amacıyla korelasyon analizi ve çoklu doğrusal regresyon analizi kullanılmıştır. Araştırma neticesinde kurumsal sosyal sorumluluk faktörü alt boyutları ile marka değeri alt boyutları arasında pozitif ve orta kuvvette, anlamlı (p=0,000) bir ilişkinin olduğu tespit edilmiştir. Ayrıca yapılan çoklu doğrusal regresyon analizi sonucunda, kurumsal sosyal sorumluluk faktörü alt boyutlarından bazılarının, marka değeri alt boyutları üzerinde doğrudan ve anlamlı bir etkisinin olduğu sonucuna da ulaşılmıştır.
Günümüzün küreselleşen dünyasında, kurumsal sosyal sorumluluk, markalar açısından bir zorunluluk haline gelmektedir. Toplum vasıtasıyla kazandığını topluma geri vermek ve markanın uygulamalarında kamu yararını göz önünde bulundurma prensibine dayanan kurumsal sosyal sorumluluk anlayışı, markaların hizmetlerini ve ürünlerini tanıtmalarına, itibarlarını artırmalarına ve marka değerlerini yükseltmelerine aracılık eden önemli bir unsurdur. Bu doğrultuda araştırmanın amacı tüketicilerin kurumsal sosyal sorumluluk algıları ile marka değeri arasındaki ilişkiyi tespit etmektir. Bununla birlikte çalışmanın bir diğer amacı ise kurumsal sosyal sorumluluk algısının, marka değeri üzerinde doğrudan ve anlamlı bir etkisinin olup olmadığını analiz etmektir. Bu bağlamda, GSM operatörleri sektöründe faaliyet gösteren markanın Konya'daki müşterileri (n=392) üzerinde uygulanan anketin verileri kullanılarak değişkenler arasındaki ilişkiler test edilmiş ve kuramsal olarak ortaya konan hipotezler sınanmıştır. Ayrıca araştırmanın analizinde, tanımlayıcı istatistikler, kurumsal sosyal sorumluluk algısı ile marka değeri arasındaki ilişkiyi ve etki düzeyini ölçmek amacıyla korelasyon analizi ve çoklu doğrusal regresyon analizi kullanılmıştır. Araştırma neticesinde kurumsal sosyal sorumluluk faktörü alt boyutları ile marka değeri alt boyutları arasında pozitif ve orta kuvvette, anlamlı (p=0,000) bir ilişkinin olduğu tespit edilmiştir. Ayrıca yapılan çoklu doğrusal regresyon analizi sonucunda, kurumsal sosyal sorumluluk faktörü alt boyutlarından bazılarının, marka değeri alt boyutları üzerinde doğrudan ve anlamlı bir etkisinin olduğu sonucuna da ulaşılmıştır.
The purpose of the study is to measure behavioral, attitudinal and other brand loyalty antecedents, and to develop an operating model for measuring and managing brand loyalty of commercial banks clients. A random sample of 500 members of the South African Commercial Institute, who are also commercial banks’ clients, received a 5-point Likert scale questionnaire to be completed online via Twitter and Facebook. About 196 people completed the questionnaire. The data possess construct validity and reliability (α ≥ 0.70). The results show that seven of the 12 original antecedents are banking related, namely five Attitudinal antecedents (r2 = 0.557) and two Other antecedents (r2 = 0.442). Behavioral antecedents were not important to bank clients. All the antecedents have factor loadings above 0.60, and there is a significant positive correlation between Attitude and the Other antecedents (r = 0.75; p ≤ 0.01). This means that the model is useful for managers in managing brand loyalty at their banks. It is also of value to researchers and academia looking to conduct further research on how to measure and manage brand loyalty. However, a caution is that the data originated from South African banks’ clients. Country-specific influences can cause different brand loyalty preferences among international banks’ clients.
AcknowledgmentI wish to acknowledge Mr. Sarel Salim for his contribution to administering the data collection for the original research on brand loyalty in banking (see also Salim and Bisschoff, 2014 in the reference list).
Bu çalışmanın amacı da nöropazarlama alanında yıllar içerisinde
görülen değişimin ve gelişimin ortaya konmasıdır. Bu teorik gelişimi
özetlemek amacıyla, 2012-2019 yılları arasında nöropazarlama
alanında yazılan ve izinli olarak ulusal tez merkezinde mevcut olan 38
adet tez bütüncül bir bakış açısıyla ele alınmış, içerik analizi
yöntemiyle incelenmiştir. Bilim dalında yapılan araştırmaların
birbirinin tekrarı değil de devamı nitelikte olması bilimin gelişimi
açısından önemlidir. Yapılan bu araştırma, nöropazarlama alan
yazınının zaman içerisinde nasıl değiştiği ve gelecekte nasıl
gelişeceğinin anlaşılması açısından önem taşımaktadır.
Bu çalışmanın temel hedefi; tüketici davranışları ile alakalı güncel trendlerin incelenmesi ve anlaşılmasını sağlamaktadır. Bu amaçla Euromonitor tarafından yayınlanan Küresel
Tüketici Trendleri raporları incelenmiş ve yıllar içerisindeki değişimi ele alınmıştır. Bu çalışmada öncelikle pazarlamanın gelişimi, tüketici davranışları ve tüketici trendleri ile alakalı bir kavramsal çerçeve çizilmektedir. Daha sonra 2019 ve 2020 yıllarına ait tüketici trendi raporlarının detaylı incelemesine yer verilmektedir. Çalışmada kullanılan güncel verilerin; uygulayıcılara, ilgili sektör çalışanlarına ve araştırmacılara faydalı olması beklenmektedir.
Abstract: This study reports on the findings of the different treatments of a number of selected spaced compound nouns such as (box office, calf love, case study, closed book, cupboard love,Ö..etc) in two bilingual (English-Arabic) dictionaries (Al-Mawrid and Al-Mughni Al-Kabir, and two monolingual (English-English) dictionaries; the Oxford Advanced Learner's Dictionary, and the Longman Dictionary of Contemporary English. The study deals with the problems facing users of bilingual dictionaries (EFL learners) in translating the selected compound nouns into Arabic. The purpose of this is to show whether bilingual dictionaries provide the user with the necessary information in the process of translating these compound nouns. For this goal, 25 students majoring in English Language and Literature at the University of Jordan were asked to take part in a translation test where they were asked to translate into Arabic, sentences that include compound nouns and indicate the name of the dictionary they used; in order to see how they interact with the compounds. The study concludes that monolingual dictionaries provide more information about how compounds are listed in the selected dictionaries. As for the translation test, the results show that there is a lack of knowledge on the subjectsí part in how to recognize a compound in context and how to check it up in dictionaries.
(PDF) The Treatment of Compound Nouns in Bilingual and Monolingual Dictionaries and EFL Learners' Interaction with them. Available from: https://www.researchgate.net/publication/343268801_The_Treatment_of_Compound_Nouns_in_Bilingual_and_Monolingual_Dictionaries_and_EFL_Learners%27_Interaction_with_them [accessed Sep 05 2020].
Günümüzde ürün alternatiflerinin artması ve bu alternatiflerin birbirleriyle benzer özellikler göstermesi, markalara duyulan güven unsurunun ve tüketicilerin markalara gösterdikleri sadakat düzeyine verilen önemin artması sonucunu doğurmuştur. Marka güveni ve marka sadakati hem tüketiciler hem de işletmeler açısından oldukça önemlidir. Diğer taraftan ilgili markaların tercih edilmesinde kültürün çok büyük etkisi olduğu görülmektedir. Markaların ait oldukları ülkeler birçok tüketici için seçim konusunda yol göstermektedir.
Bu çalışma; 1991 yılında Türkiye’de kurulan, 1996 yılında yurtdışı pazarlarına açılan, Türkiye pazarının lideri konumunda olan, ABD ve Kanada gibi önemli pazarlarda başarılı pazarlama faaliyetleri yürüten, farklı birçok ülkede farklı dönemlerde yapılan araştırmalarda “en iyi jean markası” seçilen, Time Dergisi tarafından “Türkiye’den uluslararası pazarlara açılan ilk tekstil markası” olarak tanıtılan ve halen Dünya’da 5000 satış noktası ve 385 mağaza sayısı ile faaliyetlerini sürdüren Mavi Jeans müşterileri üzerinde yürütülmüştür (www.mavi.com). Çalışmada tüketicilerin bu markaya duydukları güvenin ve Türk markası olmasının tüketicilerin marka sadakatine etkisinin olup olmadığını belirlemek amaçlanmıştır. Çalışma sonucunda markaya duyulan güven ve tüketicilerin etnosentrik eğilimlerinin marka sadakati üzerinde güçlü bir etkisi olduğu ve bu üç değişken arasında pozitif ve anlamlı bir ilişki olduğu belirlenmiştir.
يتضمن البحث العلاقة بين تقييم الموردين (متغير احادي) واستراتيجية العلامة العائلية (متغير احادي) دراسة حالة في مصنع البطاريات/ الوزيرية، ولكون القطاع الصناعي يمثل ركيزة اساسية لبناء اقتصاديات الدول وتطورها فقد تم اختيار البحث على هذا الاساس. تنبع مشكلة البحث من عدم فهم شركات الأعمال للدور الحقيقي الذي يلعبه تقييم الموردين وتأثيره القوي على سمعتها ومكانتها في السوق. ويكتسب البحث اهميته عن طريق الابتعاد عن اسلوب التسويق التقليدي من حيث الخصائص ذات الصلة بالمورد نفسه، وبالخدمة المقدمة من المصنع الى الزبائن ومواكبة التطورات لغرض منافسة الشركات والتغلب عليها. ويهدف البحث الى تحديد العلاقة والاثر بين تقييم الموردين واستراتيجية العلامة العائلية، وبناءً على مشكلة البحث تمت صياغة فرضيتين تمثلتا بالاتي: (توجد علاقة ارتباط وتأثير ذات دلالة معنوية بين تقييم الموردين واستراتيجية العلامة العائلية، يوجد تأثير ذو دلالة معنوية لتقييم الموردين على استراتيجية العلامة العائلية). تم اعتماد الاستبانة اداة في جمع البيانات والمعلومات المتعلقة بالبحث، حيث اعدت باستعمال مقياس Likert الخماسي، وأخضعت لاختباري الصدق والثبات، ووزعت على عينة مكونه من (96) فرداً شملت عدد من مدراء الاقسام ومعاونيهم وعدد من مدراء الشعب والوحدات ومعاونيهم في المصنع المبحوث. ولغرض تحليل بيانات البحث تم استعمال البرنامج الاحصائي الجاهز (SPSS-19) وبرنامج (Excel) واستعملت العديد من الادوات الاحصائية من اهمها "النسبة المئوية للوسط الحسابي و الانحراف المعياري ومعامل الاختلاف، ومعامل الارتباط سبيرمان، ومعامل التوضيح او التفسير". وقد افرزت الاساليب الاحصائية عدداً من النتائج كان ابرزها إظهار أهمية العلاقة بين تقييم الموردين واستراتيجية العلامة العائلية، فضلاً عن وجود التأثير الفعال لتقييم الموردين على استراتيجية العلامة العائلية. وأخيراً قدم البحث عدد من التوصيات ومنها، يفضل للمصنع ان يستعمل طرق اخرى غير الاعلان في عملية بحثه عن الموردين الجدد لغرض تقييمهم، كأن يقوم بالاستعانة بموظفيه او شركات اخرى تربطها علاقة عمل طيبة معه، وكذلك ضرورة استخدام المصنع لقاعدة بيانات الكترونية لتوثيق تعاملاته الخاصة مع الموردين وذلك لسهولة الرجوع اليها عند الحاجة مقارنة مع السجلات الورقية التي تستهلك وقتا وجهدا كبيرين.
ZET Firmalar, küreselleşme ve teknolojinin gelişmesi ile birlikte zaman içerisinde bilinç düzeyi artan, satın alma niyetleri farklılaşan mevcut müşterilerini bünyesinde tutabilmek ve potansiyel müşterileri elde edebilmek için tüketicilerin istek ve ihtiyaçlarına göre ürünlerini piyasaya arz etmek durumundadırlar. Firmalar, ürünlerini piyasaya arz ederken diğer ürünlerden ayırt etmek ve tüketicilerin ürün ve hizmetlerin hangi standartta hangi nitelikte olduğunu anlamaları için marka ismi vererek ürünlerini farklılaştırmaktadırlar. Marka; firmaların ürünlerini diğer firmaların ürünlerinden farklılaştırmak için kullandıkları terim, simge, sembol, isim, harf ve rakam olarak tanımlanabilir. Bu çalışmada, tüketicilerin markanın; imajı, çağrışımı, algılanan kalite ve marka farkındalığının marka bağlılığı ve satın alma niyeti üzerine etkilerini ortaya koymak amaçlanmıştır. Araştırma verileri, İstanbul İlinde 384 kişiye yüz yüze anket yöntemi uygulanarak elde edilmiştir. Daha sonra bu veriler Cronbach Alfa Katsayısı yöntemi, Normallik testi, Faktör Analizi, Korelasyon ve Çoklu Regresyon Analizi ile test edilmiştir. Araştırma sonucunda, marka imajı, algılanan kalite ve marka farkındalığının marka bağlılığını ve satın alma niyetini etkilediği belirlenmiştir. Marka bağlılığını etkileyen en önemli faktör marka imajı iken, satın alma niyetini etkileyen en önemli faktör marka farkındalığı olarak tespit edilmiştir. Ayrıca marka bağlılığı ve satın alma niyeti ile en yüksek ilişki marka imajı arasında bulunurken, en düşük ilişki ise marka çağrışımı arasında bulunmuştur.
Moolla en Bisschoff het 'n model ontwikkel om handelsmerklojaliteit te meet. Dit is in verskeie ondernemings getoets en betroubaar bevind. Hierdie navorsingstuk is 'n verlengstuk van hierdie navorsing. Die doel was om die model en sy akkuraatheid te verfyn en dit verder te ontwikkel tot 'n empiries werkende model wat handelsmerklojaliteit kan meet. Die oorspronklike model het 'n sterk teoretiese basis gebruik om 26 handelsmerklojaliteitsinvloede te identifiseer wat in die verlede deur verskeie navorsers in hul handelsmerklojaliteitsmodelle gebruik is. Hierdie invloede is verminder tot 12 prominente invloede ten einde die handelsmerklojaliteitsmodel te ontwikkel. Deur faktoranalise as 'n suiweringsmeganisme aan te wend, bewys hierdie navorsingstuk se resultate dat, na drie rondtes van verfyning van die metingskriteria, 'n uitstekende kumulatiewe variansie van 90% behaal is. Daarbenewens kon die oorspronklike 12 handelsmerkinvloede tot nege invloede verminder word. Die oorspronklike 50 metingskriteria is ook in die nuwe empiriese model tot 39 verminder - nog 'n aanduiding van die vereenvoudiging van die oorspronklike model - terwyl die bruikbaarheid in 'n bedryfs- sowel as akademiese omgewing verbeter het. Die resultate is tot 'n groot mate bevestigend van aard - dit bevestig bestaande handelsmerklojaliteitsinvloede. Daar is egter 'n aantal lae bydraende metingskriteria geïdentifiseer en weggelaat uit die model.
This article reports on research that aims to adapt a theoretical model that measures brand loyalty for application in the financial industry. The study employs a theoretical model (originally developed and validated for the fast moving consumer goods industry) in the South African banking industry to measure brand loyalty. As a result, it is imperative to validate the model and adapt it for the banking industry. The validation process aimed to validate the items that measure each of the brand loyalty influences; assess the sampling adequacy of each of the influences; test the applicability of the data for multivariate statistical analysis (such as an exploratory factor analysis); determine the importance of each of the brand loyalty influences; and test the reliability of each of the brand loyalty influences in the model. All of these objectives were met. This culminated in the final result, namely that the model to measure brand loyalty, within its limitations, is a valid and reliable model that can be used to measure brand loyalty. © 2014 Mediterranean Center of Social and Educational Research. All rights reserved.
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