Araştırma Makalesi
BibTex RIS Kaynak Göster

Brand authenticity leads to perceived value and brand trust

Yıl 2022, Cilt: 36 Sayı: 2, 143 - 152, 22.04.2022

Öz

The research was carried out to examine the relationship between brand individuality, brand consistency, brand continuity, perceived value and brand trust, which are considered as sub-dimensions of brand authenticity, in the cosmetics industry. Consumers using cosmetic products constitute the universe of the research. In this context, 405 people were reached by using the online questionnaire technique and the convenience sampling method. The Smart PLS 3 statistics program was used to test the hypotheses in the study. The bootstrapping technique was used to test the hypotheses aimed to be measured in the study. According to the analysis results, higher perception of brand individuality, higher perception of brand consistency and higher perception of brand continuity positively affect the perception of brand authenticity. In addition, higher perception of brand authenticity positively affects higher perceived value perception and higher brand trust perception.

Kaynakça

  • Akbar, M. (2016). Reconceptualizing brand authenticity and validating its scale, master of science in management, University of Lethbridge Lethbridge, Alberta, Canada.
  • Ali, F.,Rasoolimanesh, S. M., Sarstedt, M., Ringle, C. M. ve Ryu, K. (2018). An assessment of theuse of partialleastsquaresstructuralequationmodeling (PLS-SEM) in hospitalityresearch. International Journal of ContemporaryHospitality Management, 30(1), 514-538.
  • Arya, V., Verma, H., Sethi, D., ve Agarwal, R. (2019). Brand Authenticity and Brand Attachment: How Online Communities Built on Social Networking Vehicles Moderate the Consumers’ Brand Attachment. IIM Kozhikode Society & Management Review, 227797521982550. doi:10.1177/2277975219825508
  • Bengtsson, A., Bardhi, F., ve Venkatraman, M. (2010). How global brands travel with consumers. International Marketing Review, 27(5), 519–540. doi:10.1108/02651331011076572
  • Beverland, M.B., Lindgreen, A. ve Vink, M.W. (2008). Projecting authenticity through advertising: consumer judgments of advertisers’ claims, Journal of Advertising, Vol. 37 No. 1, pp. 5-15.
  • Bruhn, M., Schoenmüller, V., Schäfer, D. ve Heinrich, D. (2012). Brand authenticity: towards a deeper understanding of its conceptualization and measurement, in Canli, Z.,
  • Otnes, C. and Zhu, R. (Eds), Advances in Consumer Research, Vol. 40, Association for Consumer Research, Duluth, MN, pp 567-576.
  • Charles, S. (2014). Understanding brand authenticity in specialized communities: An interpretive qualitative study of the Brit Iron Rebels Las Vegas Clan, Master thesis, University of Nevada Las Vegas.
  • Cohen, J. (1988). Statistical power analysis for the behavioral sciences. (2nd Ed.). Hillsdale, NJ: Lawrence ErlbaumAssociates, Publishers.
  • Dağ, K. ve Durmaz, Y. (2020). Marka Ve Marka Özgünlüğü (Uygulamalı). 1.Baskı. İstanbul. Hiper Yayınları
  • Dağ, K. ve Durmaz, Y. (2020). Marka özgünlüğünün marka imajı ve marka tercihindeki ilişkisinde marka güveninin aracılık rolü. OPUS–Uluslararası Toplum Araştırmaları Dergisi, 16(32), 4840-4874.DOI: 10.26466/opus.741062
  • Delgado, E. ve Fernández, E. (2016). Once upon a brand: storytelling practices by Spanish brands, Spanish Journal of Marketing, Vol. 20 No. 2, pp. 115-131.
  • Delgado-Ballester, E., ve Manuera-Aleman, J. L. (2000). Brand trust in the context of consumer loyalty. European Journal of Marketing, 35(11/12), 1238-1258.
  • Domnin V. N. ve Starov S.A. (2017). Evolution of key concepts of brand management, Vestnik of Saint Petersburg University. Management., 16(1), 5-32 doi:10.21638/11701/spbu08.2017.101
  • Eggers, F., O’Dwyer, M., Kraus, S., Vallaster, C., ve Güldenberg, S. (2013). The impact of brand authenticity on brand trust and SME growth: A CEO perspective. Journal of World Business, 48(3), 340–348. doi:10.1016/j.jwb.2012.07.018
  • Erdem, T. and Swait, J. (1998). Brand equity as a signaling phenomenon, Journal of Consumer Psychology, Vol. 7 No. 2, pp. 131-57
  • Fornell, C. ve Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
  • Gilmore, J., Pine, J., (2007). Authenticity: What the Conusmers Really Want. Harvard Business Press, Boston, Massachusetts.
  • Hair, J. F. ve Ringle, C. M. &Sarstedt, M. (2011). PLS-SEM: Indeed a silverbullet. Journal of Marketing TheoryandPractice, 19(2), 139-152.
  • Hair, J. F., Risher, J. J., Sarstedt, M. ve Ringle, C. M. (2019). Whentouseand how toreporttheresults of PLS-SEM. European Business Review, 31(1), 2-24.
  • Henseler, J., Ringle, C. M. ve Sinkovics, R. R. (2009). Theuse of partialleastsquarespathmodeling in internationalmarketing. In New challengestointernationalmarketing. EmeraldGroup Publishing Limited, 20, 277-319.
  • Herbst, K. C., Finkel, E. J., Allan, D., ve Fitzsimons, G. M. (2012). On the Dangers of Pulling a Fast One: Advertisement Disclaimer Speed, Brand Trust, and Purchase Intention. Journal of Consumer Research, 38(5), 909–919. doi:10.1086/660854
  • Hernandez-Fernandez A., Mathieu Collin Lewis M., C. (2019). Brand authenticity leads to perceived value and brand trust, European Journal of Management and Business Economics, https://doi.org/10.1108/EJMBE-10-2017-0027
  • Hu, L. T. ve Bentler, P. M. (1999). Cutoffcriteriafor fit indexes in covariancestructureanalysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55.
  • Ianenko M., Stepanov M. ve Mironova L. (2020). Brand identity development. E3S Web of Conferences 164, 09015 (2020). https://doi.org/10.1051/e3sconf /202016409015
  • Ibrahim J. M., Hilaly H. N., Abdel-Hamid Morsy N. (2018). The Role of Brand Authenticity as a Part of Contemporary Marketing in Egyptian Destination Marketing. JFTH, Vol. 15, Issue 1 (2018). DOI: 10.21608/thalexu.2018.51433
  • Kadirov, D. (2010). Brand Authenticity: Scale Development and Validation,pp.1-7
  • Kaiser, H. F. (1974). An index of factorialsimplicity. Psychometrika, 39(1), 31-36.
  • Keller, K. L., ve Aaker, D. A. (1992). The effects of sequential introduction of brand extensions. Journal of Marketing Research, 29(1), 35-50.
  • Keller, K.L. (2008). Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 3rd ed., Pearson, Upper Saddle River, NJ.
  • Kelley, H., H. (1973). The process of causal attribution, American Psychologist, Vol. 28 No. 2, pp. 107-128.
  • Kenyon, J. A., Manoli, A. E., ve Bodet, G. (2017). Brand consistency and coherency at the London 2012 Olympic Games. Journal of Strategic Marketing, 26(1), 6–18. doi:10.1080/0965254x.2017.1293139
  • Kovacs, B., Carroll, G. R. ve Lehman, D.W. (2013). Authenticity and consumer value ratings: empirical tests from the restaurant domain, Organization Science, Vol. 25 No. 2, pp. 458-478.
  • Lassar, W., Mittal, B., ve Sharma, A. (1995). Measuring customer-based brand equity. Journal of Consumer Marketing, 12(4), 11-19.
  • Lin, C., Sher, P. J., & Shih, H. (2005). Past progress and future directions in conceptualizing customer perceived value. International Journal of Service Industry Management, 16(4), 318–336. doi:10.1108/09564230510613988
  • Liu, Y., Li, K. J., Chen, H. (Allan) ve Balachander, S. (2017). The Effects of Products’ Aesthetic Design on Demand and Marketing-Mix Effectiveness: The Role of Segment Prototypicality and Brand Consistency. Journal of Marketing, 81(1), 83–102. doi:10.1509/jm.15.0315
  • Lude, M. ve Prügl, R. (2018). Why the family business brand matters: Brand authenticity and the family firm trust inference. Journal of Business Research, 89, 121–134. doi:10.1016/j.jbusres.2018.03.040
  • Manthiou, A., Kang, J., Hyun, S. S., ve Fu, X. X. (2018). The impact of brand authenticity on building brand love: An investigation of impression in memory and lifestyle-congruence. International Journal of Hospitality Management, 75, 38–47. doi:10.1016/j.ijhm.2018.03.005
  • Morgan, R. M., ve Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58, 20-38.
  • Moulard, J. G., Raggio, R. D., ve Folse, J. A. G. (2016). Brand Authenticity: Testing the Antecedents and Outcomes of Brand Management’s Passion for its Products. Psychology & Marketing, 33(6), 421–436. doi:10.1002/mar.20888
  • Napoli, J., Dickinson, S.J., Beverland, M.B. ve Farrelly, F. (2014). Measuring consumer-based brand authenticity,” Journal of Business Research, 67(6), 1090-1098. doi:10.1016/j.jbusres.2013.06.001
  • Petrick, J. F. (2002). Development of a Multi-Dimensional Scale for Measuring the Perceived Value of a Service. Journal of Leisure Research, 34(2), 119–134. doi:10.1080/00222216.2002.11949965
  • Pizam, A. (2015). Lifestyle hotels: Consistency and uniformity vs. individuality and personalization. International Journal of Hospitality Management, 46, 213–214. doi:10.1016/j.ijhm.2015.03.009
  • Portal, S. Russell Abratt, R., ve Bendixen, M. (2018). The role of brand authenticity in developing brand trust. Journal of Strategic Marketing, DOI: 10.1080/0965254X.2018.1466828
  • Roy S., Ganguly N., Sural S., Chhaya N., Natarajan A. (2019). Understanding Brand Consistency from Web Content. WebSci ’19, 10th ACM Conference. June 30–July 3, 2019, Boston, MA, USA
  • Sweeney, J.C. and Soutar, G.N. (2001). Consumer perceived value: the development of a multiple item scale, Journal of Retailing, 77(2), 203-220. https://doi.org/10.1016/S0022-4359(01)00041-0
  • Wong, K. (2013). Partial least squares structural equation modeling (PLS-SEM) techniques using SmartPLS. Marketing Bulletin, 24(1), 1-32.
  • Wuestefeld, T., Hennigs, N., Schmidt, S., ve Wiedmann, K.-P. (2012). The impact of brand heritage on customer perceived value. Der Markt, 51(2-3), 51–61. doi:10.1007/s12642-012-0074-2
  • Yaşlıoğlu, M. M. (2017). Sosyal bilimlerde faktör analizi ve geçerlilik: Keşfedici ve doğrulayıcı faktör analizlerinin kullanılması. İstanbul Üniversitesi İşletme Fakültesi Dergisi, 46, 74-85.
  • Zeithaml, V. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence, Journal of Marketing, Vol. 52 No. 3, pp. 2-22.

Marka özgünlüğü, algılanan değere ve marka güvenine yol açar

Yıl 2022, Cilt: 36 Sayı: 2, 143 - 152, 22.04.2022

Öz

Araştırma, marka özgünlüğünün alt boyutları olarak değerlendirilen marka bireyselliği (brand individuality), marka tutarlılığı (brand consistency), marka sürekliliği (brand continuity) ile algılanan değer (perceived value) ve marka güveni (brand trust) arasındaki ilişkinin kozmetik sektöründe incelenmesi amacıyla gerçekleştirilmiştir. Araştırmanın evrenini kozmetik ürünleri kullanan tüketiciler oluşturmaktadır. Bu bağlamda çevrimiçi anket tekniği kullanılarak kolayda örneklem yöntemiyle 405 kişiye ulaşılmıştır. Araştırmada hipotezlerin test edilmesi için Smart PLS 3 istatistik programı kullanılmıştır. Araştırmada ölçülmesi amaçlanan hipotezlerin testi için bootstrapping tekniği uygulanmıştır. Analiz sonuçlarına göre daha yüksek marka bireyselliği algısı, daha yüksek marka tutarlılığı algısı ve daha yüksek marka sürekliliği algısı, marka özgünlüğü algısını olumlu yönde etkilemektedir. Ayrıca marka özgünlüğünün daha yüksek algılanması, algılanan değer algısını ve marka güveni algısını olumlu yönde etkilemektedir.

Kaynakça

  • Akbar, M. (2016). Reconceptualizing brand authenticity and validating its scale, master of science in management, University of Lethbridge Lethbridge, Alberta, Canada.
  • Ali, F.,Rasoolimanesh, S. M., Sarstedt, M., Ringle, C. M. ve Ryu, K. (2018). An assessment of theuse of partialleastsquaresstructuralequationmodeling (PLS-SEM) in hospitalityresearch. International Journal of ContemporaryHospitality Management, 30(1), 514-538.
  • Arya, V., Verma, H., Sethi, D., ve Agarwal, R. (2019). Brand Authenticity and Brand Attachment: How Online Communities Built on Social Networking Vehicles Moderate the Consumers’ Brand Attachment. IIM Kozhikode Society & Management Review, 227797521982550. doi:10.1177/2277975219825508
  • Bengtsson, A., Bardhi, F., ve Venkatraman, M. (2010). How global brands travel with consumers. International Marketing Review, 27(5), 519–540. doi:10.1108/02651331011076572
  • Beverland, M.B., Lindgreen, A. ve Vink, M.W. (2008). Projecting authenticity through advertising: consumer judgments of advertisers’ claims, Journal of Advertising, Vol. 37 No. 1, pp. 5-15.
  • Bruhn, M., Schoenmüller, V., Schäfer, D. ve Heinrich, D. (2012). Brand authenticity: towards a deeper understanding of its conceptualization and measurement, in Canli, Z.,
  • Otnes, C. and Zhu, R. (Eds), Advances in Consumer Research, Vol. 40, Association for Consumer Research, Duluth, MN, pp 567-576.
  • Charles, S. (2014). Understanding brand authenticity in specialized communities: An interpretive qualitative study of the Brit Iron Rebels Las Vegas Clan, Master thesis, University of Nevada Las Vegas.
  • Cohen, J. (1988). Statistical power analysis for the behavioral sciences. (2nd Ed.). Hillsdale, NJ: Lawrence ErlbaumAssociates, Publishers.
  • Dağ, K. ve Durmaz, Y. (2020). Marka Ve Marka Özgünlüğü (Uygulamalı). 1.Baskı. İstanbul. Hiper Yayınları
  • Dağ, K. ve Durmaz, Y. (2020). Marka özgünlüğünün marka imajı ve marka tercihindeki ilişkisinde marka güveninin aracılık rolü. OPUS–Uluslararası Toplum Araştırmaları Dergisi, 16(32), 4840-4874.DOI: 10.26466/opus.741062
  • Delgado, E. ve Fernández, E. (2016). Once upon a brand: storytelling practices by Spanish brands, Spanish Journal of Marketing, Vol. 20 No. 2, pp. 115-131.
  • Delgado-Ballester, E., ve Manuera-Aleman, J. L. (2000). Brand trust in the context of consumer loyalty. European Journal of Marketing, 35(11/12), 1238-1258.
  • Domnin V. N. ve Starov S.A. (2017). Evolution of key concepts of brand management, Vestnik of Saint Petersburg University. Management., 16(1), 5-32 doi:10.21638/11701/spbu08.2017.101
  • Eggers, F., O’Dwyer, M., Kraus, S., Vallaster, C., ve Güldenberg, S. (2013). The impact of brand authenticity on brand trust and SME growth: A CEO perspective. Journal of World Business, 48(3), 340–348. doi:10.1016/j.jwb.2012.07.018
  • Erdem, T. and Swait, J. (1998). Brand equity as a signaling phenomenon, Journal of Consumer Psychology, Vol. 7 No. 2, pp. 131-57
  • Fornell, C. ve Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
  • Gilmore, J., Pine, J., (2007). Authenticity: What the Conusmers Really Want. Harvard Business Press, Boston, Massachusetts.
  • Hair, J. F. ve Ringle, C. M. &Sarstedt, M. (2011). PLS-SEM: Indeed a silverbullet. Journal of Marketing TheoryandPractice, 19(2), 139-152.
  • Hair, J. F., Risher, J. J., Sarstedt, M. ve Ringle, C. M. (2019). Whentouseand how toreporttheresults of PLS-SEM. European Business Review, 31(1), 2-24.
  • Henseler, J., Ringle, C. M. ve Sinkovics, R. R. (2009). Theuse of partialleastsquarespathmodeling in internationalmarketing. In New challengestointernationalmarketing. EmeraldGroup Publishing Limited, 20, 277-319.
  • Herbst, K. C., Finkel, E. J., Allan, D., ve Fitzsimons, G. M. (2012). On the Dangers of Pulling a Fast One: Advertisement Disclaimer Speed, Brand Trust, and Purchase Intention. Journal of Consumer Research, 38(5), 909–919. doi:10.1086/660854
  • Hernandez-Fernandez A., Mathieu Collin Lewis M., C. (2019). Brand authenticity leads to perceived value and brand trust, European Journal of Management and Business Economics, https://doi.org/10.1108/EJMBE-10-2017-0027
  • Hu, L. T. ve Bentler, P. M. (1999). Cutoffcriteriafor fit indexes in covariancestructureanalysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55.
  • Ianenko M., Stepanov M. ve Mironova L. (2020). Brand identity development. E3S Web of Conferences 164, 09015 (2020). https://doi.org/10.1051/e3sconf /202016409015
  • Ibrahim J. M., Hilaly H. N., Abdel-Hamid Morsy N. (2018). The Role of Brand Authenticity as a Part of Contemporary Marketing in Egyptian Destination Marketing. JFTH, Vol. 15, Issue 1 (2018). DOI: 10.21608/thalexu.2018.51433
  • Kadirov, D. (2010). Brand Authenticity: Scale Development and Validation,pp.1-7
  • Kaiser, H. F. (1974). An index of factorialsimplicity. Psychometrika, 39(1), 31-36.
  • Keller, K. L., ve Aaker, D. A. (1992). The effects of sequential introduction of brand extensions. Journal of Marketing Research, 29(1), 35-50.
  • Keller, K.L. (2008). Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 3rd ed., Pearson, Upper Saddle River, NJ.
  • Kelley, H., H. (1973). The process of causal attribution, American Psychologist, Vol. 28 No. 2, pp. 107-128.
  • Kenyon, J. A., Manoli, A. E., ve Bodet, G. (2017). Brand consistency and coherency at the London 2012 Olympic Games. Journal of Strategic Marketing, 26(1), 6–18. doi:10.1080/0965254x.2017.1293139
  • Kovacs, B., Carroll, G. R. ve Lehman, D.W. (2013). Authenticity and consumer value ratings: empirical tests from the restaurant domain, Organization Science, Vol. 25 No. 2, pp. 458-478.
  • Lassar, W., Mittal, B., ve Sharma, A. (1995). Measuring customer-based brand equity. Journal of Consumer Marketing, 12(4), 11-19.
  • Lin, C., Sher, P. J., & Shih, H. (2005). Past progress and future directions in conceptualizing customer perceived value. International Journal of Service Industry Management, 16(4), 318–336. doi:10.1108/09564230510613988
  • Liu, Y., Li, K. J., Chen, H. (Allan) ve Balachander, S. (2017). The Effects of Products’ Aesthetic Design on Demand and Marketing-Mix Effectiveness: The Role of Segment Prototypicality and Brand Consistency. Journal of Marketing, 81(1), 83–102. doi:10.1509/jm.15.0315
  • Lude, M. ve Prügl, R. (2018). Why the family business brand matters: Brand authenticity and the family firm trust inference. Journal of Business Research, 89, 121–134. doi:10.1016/j.jbusres.2018.03.040
  • Manthiou, A., Kang, J., Hyun, S. S., ve Fu, X. X. (2018). The impact of brand authenticity on building brand love: An investigation of impression in memory and lifestyle-congruence. International Journal of Hospitality Management, 75, 38–47. doi:10.1016/j.ijhm.2018.03.005
  • Morgan, R. M., ve Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58, 20-38.
  • Moulard, J. G., Raggio, R. D., ve Folse, J. A. G. (2016). Brand Authenticity: Testing the Antecedents and Outcomes of Brand Management’s Passion for its Products. Psychology & Marketing, 33(6), 421–436. doi:10.1002/mar.20888
  • Napoli, J., Dickinson, S.J., Beverland, M.B. ve Farrelly, F. (2014). Measuring consumer-based brand authenticity,” Journal of Business Research, 67(6), 1090-1098. doi:10.1016/j.jbusres.2013.06.001
  • Petrick, J. F. (2002). Development of a Multi-Dimensional Scale for Measuring the Perceived Value of a Service. Journal of Leisure Research, 34(2), 119–134. doi:10.1080/00222216.2002.11949965
  • Pizam, A. (2015). Lifestyle hotels: Consistency and uniformity vs. individuality and personalization. International Journal of Hospitality Management, 46, 213–214. doi:10.1016/j.ijhm.2015.03.009
  • Portal, S. Russell Abratt, R., ve Bendixen, M. (2018). The role of brand authenticity in developing brand trust. Journal of Strategic Marketing, DOI: 10.1080/0965254X.2018.1466828
  • Roy S., Ganguly N., Sural S., Chhaya N., Natarajan A. (2019). Understanding Brand Consistency from Web Content. WebSci ’19, 10th ACM Conference. June 30–July 3, 2019, Boston, MA, USA
  • Sweeney, J.C. and Soutar, G.N. (2001). Consumer perceived value: the development of a multiple item scale, Journal of Retailing, 77(2), 203-220. https://doi.org/10.1016/S0022-4359(01)00041-0
  • Wong, K. (2013). Partial least squares structural equation modeling (PLS-SEM) techniques using SmartPLS. Marketing Bulletin, 24(1), 1-32.
  • Wuestefeld, T., Hennigs, N., Schmidt, S., ve Wiedmann, K.-P. (2012). The impact of brand heritage on customer perceived value. Der Markt, 51(2-3), 51–61. doi:10.1007/s12642-012-0074-2
  • Yaşlıoğlu, M. M. (2017). Sosyal bilimlerde faktör analizi ve geçerlilik: Keşfedici ve doğrulayıcı faktör analizlerinin kullanılması. İstanbul Üniversitesi İşletme Fakültesi Dergisi, 46, 74-85.
  • Zeithaml, V. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence, Journal of Marketing, Vol. 52 No. 3, pp. 2-22.
Toplam 50 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Makaleler
Yazarlar

Kazim Dağ 0000-0003-0643-6932

Yayımlanma Tarihi 22 Nisan 2022
Yayımlandığı Sayı Yıl 2022 Cilt: 36 Sayı: 2

Kaynak Göster

APA Dağ, K. (2022). Marka özgünlüğü, algılanan değere ve marka güvenine yol açar. Atatürk Üniversitesi İktisadi Ve İdari Bilimler Dergisi, 36(2), 143-152.

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