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Marka Deneyiminin Davranışsal Niyet Üzerindeki Etkisi

Yıl 2023, Cilt: 22 Sayı: 4, 1503 - 1518, 20.10.2023

Kazim Dağ

https://doi.org/10.21547/jss.1286737

Öz

Marka araştırmacıları, tüketicilerin markaları nasıl değerlendirdiklerini ve marka uygulamalarına nasıl tepki verdiklerini anlama arayışı içindedirler. Bu arayış, deneyimlerin tüketici davranışı üzerinde önemli bir etkiye sahip olmasından kaynaklanmaktadır. İşletmeler bir pazarlama stratejisi olarak müşteri kazanmak için markalarla ilgili deneyimlere odaklanma eğilimindedir. Çünkü bu deneyimler tüketicileri sosyal, duyusal ve davranışsal olarak etkilemektedir. Tüketicilerin markayla ilgili deneyimlerine ilişkin algısı olan marka deneyimi, davranışsal niyeti etkileyebilmektedir. Marka deneyimi, işletmelere müşterileri için keyifli bir deneyim için müşteri-marka etkileşimini kullanarak birçok fırsat sağlamaktadır. Bir marka ile deneyim, ürün özellikleri ve faydalarından daha fazla etkiye sahiptir ve marka deneyimi uzun vadeli tüketici-marka ilişkisi kurmada önemli bir stratejik faktör olarak değerlendirilmektedir. Bu nedenle marka deneyiminin yarattığı değerin davranışsal niyeti etkileyerek tekrar ziyaret, tavsiye ve daha fazla ödemeye yol açması olumlu ya da olumsuz etkilenebilmektedir. Dolayısıyla tüketici ihtiyaçlarını daha iyi anlayarak marka deneyimini yönetmek işletmelerin stratejik birtakım avantajlar elde etmesini sağlayacaktır. Bu çalışma, tüketicilerin marka deneyiminin, davranışsal niyet üzerindeki etkisini incelemeyi amaçlamaktadır. Araştırmada örnekleme yöntemi olarak “kolayda örneklem” yöntemi kullanılmıştır. Veriler, restoran müşterilerinden anket tekniği kullanılarak toplanmıştır. Araştırmada hipotezlerin test edilmesi için Smart PLS 4 istatistik programı kullanılmıştır. Yapılan testler sonucunda, marka deneyimi boyutları olan duyusal, duygusal, davranışsal ve entelektüel deneyimin davranışsal niyet boyutlarını (tekrar ziyaret, tavsiye, daha fazla ödeme) olumlu etkilediği görülmüştür. Ancak entelektüel deneyimin, tavsiye ve daha fazla ödeme niyetini olumlu etkiler hipotezlerinin desteklenmediği belirlenmiştir.

Anahtar Kelimeler

Marka deneyimi davranışsal niyet restoran sektörü

Kaynakça

  • Alba, J. W. ve Hutchinson, J. W. (1987). Dimensions of consumer expertise, Journal of Consumer Research, 13(1), 411–454.
  • Başer, İ., Cintamür, İ. ve Arslan, F. (2015). Examining the effect of brand experience on consumer satisfaction, brand trust and brand loyalty. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi, 37(2), 101-128.
  • Bayazhan, (2023). Bayazhan butik otel hakkımızda (http://bayazhan.com.tr/). Erişim Tarihi: 01/04/2023.
  • Beig, F. A. ve Nika, F. A. (2019). Brand experience and brand equity. Vision: The Journal of Business Perspective, 23(4), 410-417.
  • Brakus, J.J., Schmitt, B.H. ve Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73, 52–68.
  • Braunsberger, K. ve Munch, J. M. (1998). Source expertise versus experience effects in hospital advertising, Journal of Services Marketing, 12(1), 23–38.
  • Brodie, R. J., Whittome, J. R. M. ve Brush, G. J. (2009). Investigating the service brand: A customer value perspective. Journal of Business Research 62, 345 – 355.
  • Carù, A. ve Cova, B. (2003). Revisiting consumption experience: A more humble but complete view of the concept. Marketing Theory, 3(2), 267–286.
  • Chang, K. C. ve Cheng, Y. S. (2023). How sensory perceptions and sensory brand experience influence customer behavioral intentions in the context of cartoon-themed restaurants. International Journal of Hospitality Management, 115, 103604.
  • Chang, P.L. ve Chieng, M.H. (2006). Building consumer-brand relationship: a cross-cultural experiential view, Psychology and Marketing, 23(11), 927–59.
  • Çavuşoğlu, S. (2021a). Yeşile boyama ve yeşil satın alma davranışı arasındaki ilişkide yeşil marka imajı ve yeşil marka sadakatinin aracılık rolü. İşletme Araştırmaları Dergisi, 13(3), 2146-2161.
  • Çavuşoğlu, S. (2021b). Yeşil reklam ve yeşil marka farkındalığın yeşil müşteri tatmini üzerindeki etkisi: Yeşil satın alma davranışının aracılık rolü. Gaziantep University Journal of Social Sciences, 20(3), 1355-1374.
  • Dağ, K. (2022). Restoran sektöründe ilişki kalitesinin ağızdan ağıza iletişim üzerindeki etkileri. Alanya Akademik Bakış, 6(3), 3349-3369.
  • Ding, C.G. ve Tseng, T.H. (2015). On the relationships among brand experience, hedonic emotions, and brand equity, European Journal of Marketing, 49(7/8), 994-1015.
  • Dwivedi, A. (2015). A higher-order model of consumer brand engagement and its impact on loyalty intentions. Journal of Retailing and Consumer Services, 24, 100-109.
  • East R., Hammond K. ve Wright M. (2007). The relative incidence of positive and negative word of mouth: A multi-category study, International Journal of Research in Marketing, 24(3), 175- 84.
  • Fernandes, C. ve Awamleh, R. (2006). Impact of organisational justice in an expatriatework environment. Management researchnews, 29(11), 701-712.
  • 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.
  • Garson, G. D. (2016). Partial Least Squares: Regression & Structural Equation Models. Politenessand Audience Response in Chinese-English Subtitling, Statistical Publishing Associate
  • Ha, H. Y. ve Perks, H. (2005). Effects of consumer perceptions of brand experience on the web: Brand familiarity, satisfaction and brand trust. Journal of consumer behaviour: An international research review, 4(6), 438-452.
  • Hair, J.F., Black, W.C., Anderson, R.E. ve Babin, B.J. (2018). Multivariate Data Analysis, 8th ed., Cengage Learning EMEA, London.
  • Hair, J.F., Risher, J.J., Sarstedt, M. ve Ringle, C. M. (2019). Whentouseand how toreport the results of PLS-SEM. European Business Review, 31(1), 2-24.
  • Han, H. ve Hyun, S. S. (2018). Role of motivations for luxury cruise traveling, satisfaction, and involvement in building traveler loyalty. International Journal of Hospitality Management, 70, 75-84.
  • Han, H., Lee, K.S., Song, H., Lee, S. ve Chua, B.L., (2019). Role of coffeehouse brand experiences (sensory/affective/intellectual/behavioral) in forming patrons’ repurchase intention. J. Hosp. Tour. Insights 3 (1), 17–35.
  • Hoch, S. J. (2002). Product experience is seductive. Journal of Consumer Research, 29(3), 448–454.
  • Holbrook, M. B. ve Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), 132–140.
  • Hollebeek, L.D. (2011) Exploring customer–brand engagement: definition and themes. Journal of Strategic Marketing, 19(7), 555–573.
  • Hong S.Y. ve Yang S.U. (2009). Effects of reputation, relational sat- isfaction, and customercompany identification on positive word- of-mouth intentions, Journal of Public Relations Research, 21(4), 381-403.
  • Huaman-Ramirez, R. ve Merunka, D. (2019). Brand experience effects on brand attachment: the role of brand trust, age, and income, European Business Review, Vol. 31 No. 5, pp. 610-645. https://doi.org/10.1108/EBR-02-2017-0039
  • Huang, C.-C. (2017). The impacts of brand experiences on brand loyalty: mediators of brand love and trust, Management Decision, 55(5), 915-934.
  • Huffman, C. ve Houston, M. J. (1993). Goal-oriented experiences and the development of knowledge. Journal of Consumer Research, 20(2), 190–207.
  • Hwang, J., Choe, J. Y. J., Kim, H. M. ve Kim, J. J. (2021). Human baristas and robot baristas: How does brand experience affect brand satisfaction, brand attitude, brand attachment, and brand loyalty?. International Journal of Hospitality Management, 99, 103050.
  • Iglesias, O., Singh, J. J. ve Batista-Foguet, J. M. (2011). The role of brand experience and affective commitment in determining brand loyalty. Journal of brand Management, 18, 570-582.
  • Ishida, C. ve Taylor, S. A. (2012). Retailer brand experience, brand experience congruence, and consumer satisfaction. The Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 25, 63-79.
  • Jiménez-Barreto, J., Rubio, N., Campo, S., & Molinillo, S. (2020). Linking the online destination brand experience and brand credibility with tourists’ behavioral intentions toward a destination. Tourism Management, 79, 104101.
  • Joshi, R. ve Garg, P. (2021). Role of brand experience in shaping brand love. International Journal of Consumer Studies, 45(2), 259-272.
  • Jung, L.H. ve Soo, K.M. (2012). The effect of brand experience on brand relationship quality, Academy of Marketing Studies Journal, 16(1), 87-98.
  • Kadirov, D. (2015). Private labels ain’t bona fide! Perceived authenticity and willingness to pay a price premium for national brands over private labels, Journal of Marketing Management, 31(17-18), 1773-1798.
  • Kaiser, H. F. (1974). An index of factorialsimplicity. Psychometrika, 39(1), 31-36.
  • Kang, J., Manthiou, A., Sumarjan, N. ve Tang, L.R. (2017). An investigation of brand experience on brand attachment, knowledge, and trust in the lodging industry, Journal of Hospitality Marketing and Management, 26(1), 1-22.
  • Kara, G. ve Kimzan, H. S. (2015). Marka deneyimi ve tekrar satın alma niyeti arasındaki ilişkide müşteri tatmininin rolü. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 17(4), 73-90.
  • Karjaluoto, H., Munnukka, J. ve Kiuru, K. (2016). Brand love and positive word of mouth: The moderating effects of experience and price, Journal of Product and Brand Management, 25(6), 527-537.
  • Keller K.L. (1993). Conceptualizing, measuring and managing customer-based brand equity, Journal of Marketing, 57(1), 1-22.
  • Khan, I. ve Fatma, M. (2017). Antecedents and outcomes of brand experience: an empirical study. Journal of Brand Management, 24, 439-452.
  • Kim, S., Ham, S., Moon, H., Chua, B. L. ve Han, H. (2019). Experience, brand prestige, perceived value (functional, hedonic, social, and financial), and loyalty among GROCERANT customers. International Journal of Hospitality Management, 77, 169-177.
  • Lai, W.T. ve Chen, C.F. (2011). Behavioral intentions of public transit passengers – the roles of service quality, perceived value, satisfaction and involvement. Transport Policy, 18, 318–325.
  • Li, Z., Zhang, D., Zhang, Q. ve Liu, X. (2023). Constructing online destination brand experience and bilateral behavioral intentions: a sensory conduction perspective. Current Issues in Tourism, 26(20), 3364-3380.
  • Morgan-Thomas, A. ve Veloutsou, C. (2013). Beyond technology acceptance: Brand relationships and online brand experience, Journal of Business Research, 66(1), 21- 27.
  • Morrison, S. ve Crane, F.G. (2007). Building the service brand by creating and managing an emotional brand experience. Journal of Brand Management, 14, 410-421.
  • Mostafa, R. B. ve Kasamani, T. (2021). Brand experience and brand loyalty: is it a matter of emotions?. Asia Pacific Journal of Marketing and Logistics, 33(4), 1033-1051.
  • Niehoff, B. P. ve Moorman, R. H. (1993). Justice as a mediator of the relationship between methods of monitoring and organizational citizenship behavior. Academy of Management journal, 36(3), 527-556.
  • Nysveen, H. ve Pedersen, P. E. (2014). Influences of cocreation on brand experience. International Journal of Market Research, 56(6), 807-832.
  • Nysveen, H., Pedersen, P. E. ve Skard, S. (2013). Brand experiences in service organizations: Exploring the individual effects of brand experience dimensions. Journal of Brand Management, 20, 404-423.
  • Ong, C. H., Lee, H. W. ve Ramayah, T. (2018). Impact of brand experience on loyalty. Journal of Hospitality Marketing & Management, 27(7), 755-774.
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Impact of Brand Experience on Behavioral Intent

Yıl 2023, Cilt: 22 Sayı: 4, 1503 - 1518, 20.10.2023

Kazim Dağ

https://doi.org/10.21547/jss.1286737

Öz

Brand researchers seek to understand how consumers evaluate brands and respond to brand practices. This quest stems from the fact that experiences have a significant impact on consumer behavior. As a marketing strategy, businesses tend to focus on experiences with brands to acquire customers. Because these experiences affect consumers socially, sensory and behaviorally. Brand experience, which is consumers' perception of their experiences with the brand, can influence behavioral intention. Brand experience provides businesses with many opportunities to use customer-brand interaction for an enjoyable experience for their customers. Experience with a brand has more impact than product features and benefits, and brand experience is considered an important strategic factor in establishing long-term consumer-brand relationships. For this reason, the value created by the brand experience can affect behavioral intention, leading to repeat visits, recommendations and more payments, either positively or negatively. Therefore, managing the brand experience by better understanding consumer needs will enable businesses to gain some strategic advantages. This study aims to examine the effect of consumers' brand experience on behavioral intention. "Convenience sampling" method was used as the sampling method in the research. Data was collected from restaurant customers using survey technique. Smart PLS 4 statistical program was used to test the hypotheses in the study. As a result of the tests, it was seen that the sensory, emotional, behavioral and intellectual experience, which are brand experience dimensions, positively affected the behavioral intention dimensions (revisit, recommendation, more payment). However, it was determined that the hypotheses that intellectual experience positively affects recommendation and intention to pay more were not supported.

Anahtar Kelimeler

Brand experience behavioural intentions restaurant industry

Kaynakça

  • Alba, J. W. ve Hutchinson, J. W. (1987). Dimensions of consumer expertise, Journal of Consumer Research, 13(1), 411–454.
  • Başer, İ., Cintamür, İ. ve Arslan, F. (2015). Examining the effect of brand experience on consumer satisfaction, brand trust and brand loyalty. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi, 37(2), 101-128.
  • Bayazhan, (2023). Bayazhan butik otel hakkımızda (http://bayazhan.com.tr/). Erişim Tarihi: 01/04/2023.
  • Beig, F. A. ve Nika, F. A. (2019). Brand experience and brand equity. Vision: The Journal of Business Perspective, 23(4), 410-417.
  • Brakus, J.J., Schmitt, B.H. ve Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73, 52–68.
  • Braunsberger, K. ve Munch, J. M. (1998). Source expertise versus experience effects in hospital advertising, Journal of Services Marketing, 12(1), 23–38.
  • Brodie, R. J., Whittome, J. R. M. ve Brush, G. J. (2009). Investigating the service brand: A customer value perspective. Journal of Business Research 62, 345 – 355.
  • Carù, A. ve Cova, B. (2003). Revisiting consumption experience: A more humble but complete view of the concept. Marketing Theory, 3(2), 267–286.
  • Chang, K. C. ve Cheng, Y. S. (2023). How sensory perceptions and sensory brand experience influence customer behavioral intentions in the context of cartoon-themed restaurants. International Journal of Hospitality Management, 115, 103604.
  • Chang, P.L. ve Chieng, M.H. (2006). Building consumer-brand relationship: a cross-cultural experiential view, Psychology and Marketing, 23(11), 927–59.
  • Çavuşoğlu, S. (2021a). Yeşile boyama ve yeşil satın alma davranışı arasındaki ilişkide yeşil marka imajı ve yeşil marka sadakatinin aracılık rolü. İşletme Araştırmaları Dergisi, 13(3), 2146-2161.
  • Çavuşoğlu, S. (2021b). Yeşil reklam ve yeşil marka farkındalığın yeşil müşteri tatmini üzerindeki etkisi: Yeşil satın alma davranışının aracılık rolü. Gaziantep University Journal of Social Sciences, 20(3), 1355-1374.
  • Dağ, K. (2022). Restoran sektöründe ilişki kalitesinin ağızdan ağıza iletişim üzerindeki etkileri. Alanya Akademik Bakış, 6(3), 3349-3369.
  • Ding, C.G. ve Tseng, T.H. (2015). On the relationships among brand experience, hedonic emotions, and brand equity, European Journal of Marketing, 49(7/8), 994-1015.
  • Dwivedi, A. (2015). A higher-order model of consumer brand engagement and its impact on loyalty intentions. Journal of Retailing and Consumer Services, 24, 100-109.
  • East R., Hammond K. ve Wright M. (2007). The relative incidence of positive and negative word of mouth: A multi-category study, International Journal of Research in Marketing, 24(3), 175- 84.
  • Fernandes, C. ve Awamleh, R. (2006). Impact of organisational justice in an expatriatework environment. Management researchnews, 29(11), 701-712.
  • 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.
  • Garson, G. D. (2016). Partial Least Squares: Regression & Structural Equation Models. Politenessand Audience Response in Chinese-English Subtitling, Statistical Publishing Associate
  • Ha, H. Y. ve Perks, H. (2005). Effects of consumer perceptions of brand experience on the web: Brand familiarity, satisfaction and brand trust. Journal of consumer behaviour: An international research review, 4(6), 438-452.
  • Hair, J.F., Black, W.C., Anderson, R.E. ve Babin, B.J. (2018). Multivariate Data Analysis, 8th ed., Cengage Learning EMEA, London.
  • Hair, J.F., Risher, J.J., Sarstedt, M. ve Ringle, C. M. (2019). Whentouseand how toreport the results of PLS-SEM. European Business Review, 31(1), 2-24.
  • Han, H. ve Hyun, S. S. (2018). Role of motivations for luxury cruise traveling, satisfaction, and involvement in building traveler loyalty. International Journal of Hospitality Management, 70, 75-84.
  • Han, H., Lee, K.S., Song, H., Lee, S. ve Chua, B.L., (2019). Role of coffeehouse brand experiences (sensory/affective/intellectual/behavioral) in forming patrons’ repurchase intention. J. Hosp. Tour. Insights 3 (1), 17–35.
  • Hoch, S. J. (2002). Product experience is seductive. Journal of Consumer Research, 29(3), 448–454.
  • Holbrook, M. B. ve Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), 132–140.
  • Hollebeek, L.D. (2011) Exploring customer–brand engagement: definition and themes. Journal of Strategic Marketing, 19(7), 555–573.
  • Hong S.Y. ve Yang S.U. (2009). Effects of reputation, relational sat- isfaction, and customercompany identification on positive word- of-mouth intentions, Journal of Public Relations Research, 21(4), 381-403.
  • Huaman-Ramirez, R. ve Merunka, D. (2019). Brand experience effects on brand attachment: the role of brand trust, age, and income, European Business Review, Vol. 31 No. 5, pp. 610-645. https://doi.org/10.1108/EBR-02-2017-0039
  • Huang, C.-C. (2017). The impacts of brand experiences on brand loyalty: mediators of brand love and trust, Management Decision, 55(5), 915-934.
  • Huffman, C. ve Houston, M. J. (1993). Goal-oriented experiences and the development of knowledge. Journal of Consumer Research, 20(2), 190–207.
  • Hwang, J., Choe, J. Y. J., Kim, H. M. ve Kim, J. J. (2021). Human baristas and robot baristas: How does brand experience affect brand satisfaction, brand attitude, brand attachment, and brand loyalty?. International Journal of Hospitality Management, 99, 103050.
  • Iglesias, O., Singh, J. J. ve Batista-Foguet, J. M. (2011). The role of brand experience and affective commitment in determining brand loyalty. Journal of brand Management, 18, 570-582.
  • Ishida, C. ve Taylor, S. A. (2012). Retailer brand experience, brand experience congruence, and consumer satisfaction. The Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 25, 63-79.
  • Jiménez-Barreto, J., Rubio, N., Campo, S., & Molinillo, S. (2020). Linking the online destination brand experience and brand credibility with tourists’ behavioral intentions toward a destination. Tourism Management, 79, 104101.
  • Joshi, R. ve Garg, P. (2021). Role of brand experience in shaping brand love. International Journal of Consumer Studies, 45(2), 259-272.
  • Jung, L.H. ve Soo, K.M. (2012). The effect of brand experience on brand relationship quality, Academy of Marketing Studies Journal, 16(1), 87-98.
  • Kadirov, D. (2015). Private labels ain’t bona fide! Perceived authenticity and willingness to pay a price premium for national brands over private labels, Journal of Marketing Management, 31(17-18), 1773-1798.
  • Kaiser, H. F. (1974). An index of factorialsimplicity. Psychometrika, 39(1), 31-36.
  • Kang, J., Manthiou, A., Sumarjan, N. ve Tang, L.R. (2017). An investigation of brand experience on brand attachment, knowledge, and trust in the lodging industry, Journal of Hospitality Marketing and Management, 26(1), 1-22.
  • Kara, G. ve Kimzan, H. S. (2015). Marka deneyimi ve tekrar satın alma niyeti arasındaki ilişkide müşteri tatmininin rolü. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 17(4), 73-90.
  • Karjaluoto, H., Munnukka, J. ve Kiuru, K. (2016). Brand love and positive word of mouth: The moderating effects of experience and price, Journal of Product and Brand Management, 25(6), 527-537.
  • Keller K.L. (1993). Conceptualizing, measuring and managing customer-based brand equity, Journal of Marketing, 57(1), 1-22.
  • Khan, I. ve Fatma, M. (2017). Antecedents and outcomes of brand experience: an empirical study. Journal of Brand Management, 24, 439-452.
  • Kim, S., Ham, S., Moon, H., Chua, B. L. ve Han, H. (2019). Experience, brand prestige, perceived value (functional, hedonic, social, and financial), and loyalty among GROCERANT customers. International Journal of Hospitality Management, 77, 169-177.
  • Lai, W.T. ve Chen, C.F. (2011). Behavioral intentions of public transit passengers – the roles of service quality, perceived value, satisfaction and involvement. Transport Policy, 18, 318–325.
  • Li, Z., Zhang, D., Zhang, Q. ve Liu, X. (2023). Constructing online destination brand experience and bilateral behavioral intentions: a sensory conduction perspective. Current Issues in Tourism, 26(20), 3364-3380.
  • Morgan-Thomas, A. ve Veloutsou, C. (2013). Beyond technology acceptance: Brand relationships and online brand experience, Journal of Business Research, 66(1), 21- 27.
  • Morrison, S. ve Crane, F.G. (2007). Building the service brand by creating and managing an emotional brand experience. Journal of Brand Management, 14, 410-421.
  • Mostafa, R. B. ve Kasamani, T. (2021). Brand experience and brand loyalty: is it a matter of emotions?. Asia Pacific Journal of Marketing and Logistics, 33(4), 1033-1051.
  • Niehoff, B. P. ve Moorman, R. H. (1993). Justice as a mediator of the relationship between methods of monitoring and organizational citizenship behavior. Academy of Management journal, 36(3), 527-556.
  • Nysveen, H. ve Pedersen, P. E. (2014). Influences of cocreation on brand experience. International Journal of Market Research, 56(6), 807-832.
  • Nysveen, H., Pedersen, P. E. ve Skard, S. (2013). Brand experiences in service organizations: Exploring the individual effects of brand experience dimensions. Journal of Brand Management, 20, 404-423.
  • Ong, C. H., Lee, H. W. ve Ramayah, T. (2018). Impact of brand experience on loyalty. Journal of Hospitality Marketing & Management, 27(7), 755-774.
  • Pai, C. K., Lee, T. ve Kang, S. (2021). Examining the role of service quality, perceived values, and trust in Macau food festival. International Journal of Environmental Research and Public Health, 18(17), 9214.
  • Pine, B.J., ve Gilmore, J.H. (1998). Welcome to the experience economy. Harvard Business Review, 76, 97-105.
  • Risitano, M., Romano, R., Sorrentino, A. ve Quintano, M. (2017). The impact of consumer-brand engagement on brand experience and behavioural intentions: An Italian empirical study. British Food Journal, 119(8), 1884-1896.
  • Sarmad, I. ve Ali, R. (2022). Connecting the Dots of Brand Experience and Happiness: The Mediating Role of Happiness Orientations. Reviews of Management Sciences, 4(2), 14-30.
  • Schmitt, B. H., Brakus, J. ve Zarantonello, L. (2014). The current state and future of brand experience. Journal of Brand Management, 21, 727-733.
  • Schmitt, B.H., (1999). Experiential marketing: How to get customers to Sense, Feel, Think, Act, Relate to your company and brands. The Free Press,, New York.
  • Smith, R. A., White-McNeil, A. ve Ali, F. (2020). Students’ perceptions and behavior toward on-campusfood service operations. International Hospitality Review, 34(1), 13-28.
  • Sniehotta, F. F., Presseau, J. ve Araújo-Soares, V. (2014). Time to retire the theory of planned behavior. Health Psychology Review 8(1):1-7.
  • Şahin, A., Kitapçi, H., Altindağ, E. ve Gök, M. S. (2017). Investigating the impacts of brand experience and service quality. International Journal of Market Research, 59(6), 707-724.
  • van der Westhuizen, L.-M. (2018). Brand loyalty: exploring self-brand connection and brand experience, Journal of Product & Brand Management, 27(2), 172-184.
  • Vanharanta, H., Kantola, J. ve Seikola, S., (2015). Customers’ conscious experience in a coffee shop. Procedia Manuf. 3, 618–625.
  • Wang, J., Choe, Y. ve Song, H. (2020). Brand behavioral intentions of a theme park in China: An application of brand experience. Sustainability, 12(11), 4500.
  • Weinberg, B. D. (2001). Research in exploring the online consumer experience, Advances in Consumer Research, 28(1), 227–232.
  • Whelan, S. ve Wohlfeil, M. (2006). Communicating brands through engagement with ‘lived’ experiences. Journal of Brand Management, 13(4/5), 313–329.
  • White, C. ve Yu, Y. T. (2005). Satisfaction emotions and consumer behavioral intentions, Journal of Services Marketing, 19(6), 411-420.
  • Wu, S. H. ve Gao, Y. (2019). Understanding emotional customer experience and co-creation behaviours in luxury hotels. International Journal of Contemporary Hospitality Management, 31(11), 4247-4275.
  • Yu, X., Yuan, C., Kim, J. ve Wang, S. (2020). A new form of brand experience in online social networks: an empirical analysis, Journal of Business Research, 130, 426-435.
  • Zarantonello, L. ve Schmitt, B.H. (2010). Using the brand experience scale to profile consumers and predict consumer behavior. Journal of Brand Management, 17(7), 532–540.
Toplam 72 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Turizm (Diğer)
Bölüm Turizm, Otelcilik, Konaklama ve Spor
Yazarlar

Kazim Dağ 0000-0003-0643-6932

Yayımlanma Tarihi 20 Ekim 2023
Gönderilme Tarihi 23 Nisan 2023
Kabul Tarihi 9 Ekim 2023
Yayımlandığı Sayı Yıl 2023 Cilt: 22 Sayı: 4

Kaynak Göster

APA Dağ, K. (2023). Marka Deneyiminin Davranışsal Niyet Üzerindeki Etkisi. Gaziantep University Journal of Social Sciences, 22(4), 1503-1518. https://doi.org/10.21547/jss.1286737
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