COMPARISON OF BRAND AND RETAILER EQUITY REGARDING PURCHASE INTENTIONS OF CUSTOMERS IN TURKISH AUTOMOTIVE SECTOR

Yıl 2024, Sayı: 44, 125 – 140, 07.08.2024

Cem Karayalçın

https://doi.org/10.18092/ulikidince.1448947

Öz

Several studies attempted to investigate brand equity and retailer equity regarding their relationship with the purchase intentions of customers. However, there is little research that studied both concepts in one single study. The first aim of the study is to investigate the relationship between brand equity and purchase intentions of customers; retailer equity and purchase intentions of customers. The second aim is to test the moderating effects of perceived advertising spending and retailer equity regarding the impact of brand equity on purchase intentions. Data were collected from Turkish customers. Results indicated the positive effect of brand and retailer equity on purchase intentions where the effect of brand equity was stronger. There were no moderating effects of retailer equity and perceived advertising spending regarding the impact of brand equity on purchase intentions. The most important findings were that brand equity and retailer equity have considerable and positive effects on the purchase intentions of customers; however, they act independently from each other.

Anahtar Kelimeler

Brand Equity, Retailer Equity, Purchase Intentions, Automotive Sector, Moderation Analysis

Kaynakça

  • Aaker, D. A. (1991). Managing Brand Equity. New York: The Free Press.
  • Aaker, D. A. (1996). Building Strong Brands. New York: The Free Press.
  • Aaker, D. A., and Alvarez del Blanco, R. M. (1995). Estatura de la Marca: Medir el Valor por Productos y Mercados. Harvard-Deusto Business Review, 69, 74–87.
  • Anselmsson, J., Burt, S., and Tunca, B. (2017). An Integrated Retailer Image and Brand Equity Framework: Re-examining, Extending, and Restructuring Retailer Brand Equity. Journal of Retailing and Consumer Services, 38, 194-203.
  • Appiah-Nimo, K., Muthambi, A., and Devey, R. (2023). Consumer-based Brand Equity of South African Luxury Fashion Brands. Journal of Fashion Marketing and Management, ahead-of-print.
  • Arnett, D. B., Laverie, D. A., and Meiers, A. (2003). Developing Parsimonious Retailer Equity Indexes Using Partial Least Squares Analysis: A Method and Applications. Journal of Retailing, 79(3), 161–170.
  • Atilgan, E., Aksoy, S., and Akinci, S. (2005). Determinants of the Brand Equity: A Verification Approach in the Beverage Industry in Turkey. Marketing Intelligence & Planning, 23(3), 237-248.
  • Badenhop, A. and Frasquet, M. (2021). Online Grocery Shopping at Multichannel Supermarkets: The Impact of Retailer Brand Equity. Journal of Food Products Marketing, 27(2), 89-104.
  • Broyles, S. A., Schumann, D. W., and Leingpibul, T. (2009). Examining Brand Equity Antecedent/Consequence Relationships. Journal of Marketing Theory and Practice, 17(2), 145-161.
  • Chaudhuri, A. and Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. The Journal of Marketing, 65(2), 81-93.
  • Chen, C-F. and Chang, Y-Y. (2008). Airline Brand Equity, Brand Preference, and Purchase Intentions – The Moderating Effect of Switching Costs. Journal of Air Transport Management, 14, 40-42.
  • Cobb-Walgren, C. J., Ruble, C. A., and Donthu, N. (1995). Brand Equity, Brand Preference, and Purchase Intent. Journal of Advertising, 24(3), 25-40.
  • Cohen, J., Cohen, P., West, S. G., and Aiken, L. S. (2003). Applied Multiple Regression/Correlation Analysis for the Behavioral Sciences: Third Edition. New Jersey: Lawrence Erlbaum Associates.
  • Crimmins, J. C. (1992). Better Measurement and Management of Brand Value. Journal of Advertising Research, 32, 11-19.
  • Das, G. (2014). Linkages of Retailer Awareness, Retailer Association, Retailer Perceived Quality and Retailer Loyalty with Purchase Intention: A Study of Indian Food Retail Brands. Journal of Retailing and Consumer Services, 21, 284-292.
  • Francois, P. and MacLachlan, D. L. (1995). Ecological Validation of Alternative Customer Based Brand Strength Measures. International J. of Research in Marketing, 12, 321-332.
  • Gilitwala, B. and Nag, A. K. (2022). Understanding Effective Factors Affecting Brand Equity. Cogent Business & Management, 9(1), 2104431.
  • Grewal, D., Krishnan, R., Baker, J., and Borin, N. (1998). The Effect of Store Name, Brand Name and Price Discounts on Consumer’s Evaluations and Purchase Intentions. Journal of Retailing, 74(3), 331-352.
  • Hartman, K. B. and Spiro, R. L. (2005). Recapturing Store Image in Customer Based Store Equity: A Construct Conceptualization. Journal of Business Research, 58(8), 1112-1120.
  • Hair, J. F. Jr., Black, W. C., Babin, B. J., and Anderson, R. E. (2014). Multivariate Data Analysis. Essex: Pearson.
  • Hoyer, W. D. and Brown, S. P. (1990). Effects of Brand Awareness on Choice for a Common Repeat-Purchase Product. The Journal of Consumer Research, 17(2), 141-148.
  • Hsieh, L.-Y. (2020). A Study of the Correlation Between Tourism Image and Brand Equity of Century-Old Shops in Taiwan. Journal of Statistics and Management Systems, 23(5), 929-944.
  • Husain, R., Ahmad, A. and Khan, B. M. (2022). The Impact of Brand Equity, Status Consumption, and Brand Trust on Purchase Intention of Luxury Brands. Cogent Business & Management, 9(1), 2034234.
  • Jinfeng, W. and Zhilong, T. (2009). The Impact of Selected Store Image Dimensions on Retailer Equity: Evidence from 10 Chinese Hypermarkets. Journal of Retailing and Consumer Services, 16, 486-494.
  • Keaveney, S. M. and Hunt, K. A. (1992). Conceptualization and Operationalization of Retail Store Image: A Case of Rival Middle-Level Theories. Journal of the Academy of Marketing Science, 20(2), 165–175.
  • Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1-22.
  • Keller, K. L. (1998). Strategic Brand Management: Building Measuring and Managing Brand Equity. Upper Saddle River, NJ: Prentice-Hall.
  • Koo, D. (2003). Inter-relationships Among Store Images, Store Satisfaction, and Store Loyalty Among Korea Discount Retail Patrons. Asia Pacific Journal of Marketing and Logistics, 15(4), 42–71.
  • Kotler, P. (2000). Marketing Management: The Millennium Edition. New Jersey: Prentice-Hall.
  • Krishnan, H. S. (1996). Characteristics of Memory Associations: A Consumer-Based Brand Equity Perspective. International Journal of Research in Marketing, 13, 389-405.
  • Lassar, W., Mittal, B., and Sharma A. (1995). Measuring Customer-Based Brand Equity. Journal of Consumer Marketing, 12(4), 11–19.
  • Louviere, J. J. and Johnson, R. D. (1990). Reliability and Validity of the Brandanchored Conjoint Approach to Measuring Retailer Images. Journal of Retailing, 66(4), 359–383.
  • Martin, F. A. (2000). Medicio´n de la Calidad de Servicio Percibida en el Transporte Pu´ blico Urbano: Metodologı´a y Relacio´n con Variables de Marketing. (PhD Dissertation). University of Seville.
  • Majeed, M. Owusu-Ansah, M. and Ashmond, A.-A. (2021). The Influence of Social Media on Purchase Intention: The mediating Role of Brand Equity. Cogent Business & Management, 8(1), 1944008.
  • Moreira, A. C., Fortes N., and Santiago, R. (2017). Influence of Sensory Stimuli on Brand Experience, Brand Equity and Purchase Intention. Journal of Business Economics and Management, 18(1), 68-83.
  • Nunnally, J. C. (1978). Psychometric Theory. New York, NY: McGraw-Hill.
  • Pappu, R. and Quester, P. (2006). A Consumer-Based Method for Retailer Equity Measurement: Results of an Empirical Study. Journal of Retailing and Consumer Services, 13, 317-329.
  • Pappu, R., Quester, P. G., and Cooksey, R. W. (2005). Consumer-Based Brand Equity: Improving the Measurement—Empirical Evidence. Journal of Product and Brand Management, 14(3), 143–154.
  • Rambocas, M. and Ramsubhag, A. X. (2018). The Moderating Role of Country of Origin on Brand Equity, Repeat Purchase Intentions, and Word-of-Mouth in Trinidad and Tobago. Journal of Global Marketing, 31(1), 42-55.
  • Simon, C. J. and Sullivan, M. W. (1993). The Measurement and Determinants of Brand Equity: A Financial Approach. Marketing Science, 12(1), 28-52.
  • Sloot, L. M. and Verhoef, P. C. (2008). The Impact of Brand Delisting on Store Switching and Brand Switching Intentions. Journal of Retailing, 84(3), 281-296.
  • Soni, S. and Govender, K. (2018). The Relationship Between Service Quality Dimensions and Brand Equity: Higher Education Students’ Perceptions. Journal of Management and Business Administration. Central Europe, 26(3), 71-87.
  • Villarejo-Ramos, A. F. and Sanchez-Franco, M. J. (2005). The Impact of Marketing Communication and Price Promotion on Brand Equity. Journal of Brand Management, 12(6), 431-444.
  • Washburn, J. H. and Plank, R. E. (2002). Measuring Brand Equity: An Evaluation of a Consumer-Based Brand Equity Scale. Journal of Marketing Theory and Practice, 10(1), 46-62.
  • Wernerfelt, B. (1991). Brand Loyalty and Market Equilibrium. Marketing Science, 10(3), 229-245.
  • Wu, P. C. S., Yeh, G. Y.-Y., and Hsiao, C.-R. (2011). The Effect of Store Image and Service Quality on Brand Image and Purchase Intention for Private Label Brands. Australasian Marketing Journal, 19, 30-39.
  • Yoo, B. and Donthu, N. (2001). Developing and Validating a Multidimensional Consumer-Based Brand Equity Scale. Journal of Business Research, 52(1), 1–14.
  • Yoo, B., N. Donthu, and Lee, S. (2000). An Examination of Selected Marketing Mix Elements and Brand Equity. Journal of the Academy of Marketing Science, 28(2), 195–211.
  • Zaichkowsky, J. L. (1985). Measuring the Involvement Construct. The Journal of Consumer Research, 12(3), 341-352.
  • Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. The Journal of Marketing, 52(3), 2-22.

MARKA VE PERAKENDECİ DEĞERİNİN MÜŞTERİ SATIN ALMA NİYETİ BAĞLAMINDA TÜRK OTOMOTİV SEKTÖRÜNDE KARŞILAŞTIRILMASI

Yıl 2024, Sayı: 44, 125 – 140, 07.08.2024

Cem Karayalçın

https://doi.org/10.18092/ulikidince.1448947

Öz

Müşterilerin satın alma niyeti kapsamında marka değeri ve perakendeci değerini araştıran çeşitli çalışmalar bulunmaktadır. Ancak ilgili iki kavramı tek bir çalışmada inceleyen az sayıda araştırma bulunmaktadır. Bu bağlamda, çalışmanın ilk amacı marka değeri ile müşterilerin satın alma niyeti arasındaki ilişkiyi; perakendeci değeri ve müşterilerin satın alma niyeti arasındaki ilişkiyi araştırmaktır. Çalışmanın ikinci amacı ise marka değerinin satın alma niyeti üzerindeki etkisinde algılanan reklam harcamaları ve perakendeci değerinin moderatör etkisinin olup olmadığını test etmektir. Veri Türk müşterilerden toplanmıştır. Bulgular marka değerinin ve perakendeci değerinin satın alma niyeti üzerine olumlu etkisini göstermiş olup, marka değerinin etkisi daha güçlü olarak bulunmuştur. Ek olarak, marka değerinin satın alma niyeti üzerine olan etkisinde algılanan reklam harcamalarının ve perakendeci değerinin moderatör etkisi olmadığı sonucuna ulaşılmıştır. Araştırma sonucundaki en önemli bulgu, marka değeri ve perakendeci değerinin satın alma niyetine önemli ve olumlu bir etkisinin bulunduğu; fakat bu etkilerin birbirinden bağımsız olduğudur.

Anahtar Kelimeler

Marka Değeri, Perakendeci Değeri, Satın Alma Niyeti, Otomotiv Sektörü, Moderatör Analizi

Kaynakça

  • Aaker, D. A. (1991). Managing Brand Equity. New York: The Free Press.
  • Aaker, D. A. (1996). Building Strong Brands. New York: The Free Press.
  • Aaker, D. A., and Alvarez del Blanco, R. M. (1995). Estatura de la Marca: Medir el Valor por Productos y Mercados. Harvard-Deusto Business Review, 69, 74–87.
  • Anselmsson, J., Burt, S., and Tunca, B. (2017). An Integrated Retailer Image and Brand Equity Framework: Re-examining, Extending, and Restructuring Retailer Brand Equity. Journal of Retailing and Consumer Services, 38, 194-203.
  • Appiah-Nimo, K., Muthambi, A., and Devey, R. (2023). Consumer-based Brand Equity of South African Luxury Fashion Brands. Journal of Fashion Marketing and Management, ahead-of-print.
  • Arnett, D. B., Laverie, D. A., and Meiers, A. (2003). Developing Parsimonious Retailer Equity Indexes Using Partial Least Squares Analysis: A Method and Applications. Journal of Retailing, 79(3), 161–170.
  • Atilgan, E., Aksoy, S., and Akinci, S. (2005). Determinants of the Brand Equity: A Verification Approach in the Beverage Industry in Turkey. Marketing Intelligence & Planning, 23(3), 237-248.
  • Badenhop, A. and Frasquet, M. (2021). Online Grocery Shopping at Multichannel Supermarkets: The Impact of Retailer Brand Equity. Journal of Food Products Marketing, 27(2), 89-104.
  • Broyles, S. A., Schumann, D. W., and Leingpibul, T. (2009). Examining Brand Equity Antecedent/Consequence Relationships. Journal of Marketing Theory and Practice, 17(2), 145-161.
  • Chaudhuri, A. and Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. The Journal of Marketing, 65(2), 81-93.
  • Chen, C-F. and Chang, Y-Y. (2008). Airline Brand Equity, Brand Preference, and Purchase Intentions – The Moderating Effect of Switching Costs. Journal of Air Transport Management, 14, 40-42.
  • Cobb-Walgren, C. J., Ruble, C. A., and Donthu, N. (1995). Brand Equity, Brand Preference, and Purchase Intent. Journal of Advertising, 24(3), 25-40.
  • Cohen, J., Cohen, P., West, S. G., and Aiken, L. S. (2003). Applied Multiple Regression/Correlation Analysis for the Behavioral Sciences: Third Edition. New Jersey: Lawrence Erlbaum Associates.
  • Crimmins, J. C. (1992). Better Measurement and Management of Brand Value. Journal of Advertising Research, 32, 11-19.
  • Das, G. (2014). Linkages of Retailer Awareness, Retailer Association, Retailer Perceived Quality and Retailer Loyalty with Purchase Intention: A Study of Indian Food Retail Brands. Journal of Retailing and Consumer Services, 21, 284-292.
  • Francois, P. and MacLachlan, D. L. (1995). Ecological Validation of Alternative Customer Based Brand Strength Measures. International J. of Research in Marketing, 12, 321-332.
  • Gilitwala, B. and Nag, A. K. (2022). Understanding Effective Factors Affecting Brand Equity. Cogent Business & Management, 9(1), 2104431.
  • Grewal, D., Krishnan, R., Baker, J., and Borin, N. (1998). The Effect of Store Name, Brand Name and Price Discounts on Consumer’s Evaluations and Purchase Intentions. Journal of Retailing, 74(3), 331-352.
  • Hartman, K. B. and Spiro, R. L. (2005). Recapturing Store Image in Customer Based Store Equity: A Construct Conceptualization. Journal of Business Research, 58(8), 1112-1120.
  • Hair, J. F. Jr., Black, W. C., Babin, B. J., and Anderson, R. E. (2014). Multivariate Data Analysis. Essex: Pearson.
  • Hoyer, W. D. and Brown, S. P. (1990). Effects of Brand Awareness on Choice for a Common Repeat-Purchase Product. The Journal of Consumer Research, 17(2), 141-148.
  • Hsieh, L.-Y. (2020). A Study of the Correlation Between Tourism Image and Brand Equity of Century-Old Shops in Taiwan. Journal of Statistics and Management Systems, 23(5), 929-944.
  • Husain, R., Ahmad, A. and Khan, B. M. (2022). The Impact of Brand Equity, Status Consumption, and Brand Trust on Purchase Intention of Luxury Brands. Cogent Business & Management, 9(1), 2034234.
  • Jinfeng, W. and Zhilong, T. (2009). The Impact of Selected Store Image Dimensions on Retailer Equity: Evidence from 10 Chinese Hypermarkets. Journal of Retailing and Consumer Services, 16, 486-494.
  • Keaveney, S. M. and Hunt, K. A. (1992). Conceptualization and Operationalization of Retail Store Image: A Case of Rival Middle-Level Theories. Journal of the Academy of Marketing Science, 20(2), 165–175.
  • Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1-22.
  • Keller, K. L. (1998). Strategic Brand Management: Building Measuring and Managing Brand Equity. Upper Saddle River, NJ: Prentice-Hall.
  • Koo, D. (2003). Inter-relationships Among Store Images, Store Satisfaction, and Store Loyalty Among Korea Discount Retail Patrons. Asia Pacific Journal of Marketing and Logistics, 15(4), 42–71.
  • Kotler, P. (2000). Marketing Management: The Millennium Edition. New Jersey: Prentice-Hall.
  • Krishnan, H. S. (1996). Characteristics of Memory Associations: A Consumer-Based Brand Equity Perspective. International Journal of Research in Marketing, 13, 389-405.
  • Lassar, W., Mittal, B., and Sharma A. (1995). Measuring Customer-Based Brand Equity. Journal of Consumer Marketing, 12(4), 11–19.
  • Louviere, J. J. and Johnson, R. D. (1990). Reliability and Validity of the Brandanchored Conjoint Approach to Measuring Retailer Images. Journal of Retailing, 66(4), 359–383.
  • Martin, F. A. (2000). Medicio´n de la Calidad de Servicio Percibida en el Transporte Pu´ blico Urbano: Metodologı´a y Relacio´n con Variables de Marketing. (PhD Dissertation). University of Seville.
  • Majeed, M. Owusu-Ansah, M. and Ashmond, A.-A. (2021). The Influence of Social Media on Purchase Intention: The mediating Role of Brand Equity. Cogent Business & Management, 8(1), 1944008.
  • Moreira, A. C., Fortes N., and Santiago, R. (2017). Influence of Sensory Stimuli on Brand Experience, Brand Equity and Purchase Intention. Journal of Business Economics and Management, 18(1), 68-83.
  • Nunnally, J. C. (1978). Psychometric Theory. New York, NY: McGraw-Hill.
  • Pappu, R. and Quester, P. (2006). A Consumer-Based Method for Retailer Equity Measurement: Results of an Empirical Study. Journal of Retailing and Consumer Services, 13, 317-329.
  • Pappu, R., Quester, P. G., and Cooksey, R. W. (2005). Consumer-Based Brand Equity: Improving the Measurement—Empirical Evidence. Journal of Product and Brand Management, 14(3), 143–154.
  • Rambocas, M. and Ramsubhag, A. X. (2018). The Moderating Role of Country of Origin on Brand Equity, Repeat Purchase Intentions, and Word-of-Mouth in Trinidad and Tobago. Journal of Global Marketing, 31(1), 42-55.
  • Simon, C. J. and Sullivan, M. W. (1993). The Measurement and Determinants of Brand Equity: A Financial Approach. Marketing Science, 12(1), 28-52.
  • Sloot, L. M. and Verhoef, P. C. (2008). The Impact of Brand Delisting on Store Switching and Brand Switching Intentions. Journal of Retailing, 84(3), 281-296.
  • Soni, S. and Govender, K. (2018). The Relationship Between Service Quality Dimensions and Brand Equity: Higher Education Students’ Perceptions. Journal of Management and Business Administration. Central Europe, 26(3), 71-87.
  • Villarejo-Ramos, A. F. and Sanchez-Franco, M. J. (2005). The Impact of Marketing Communication and Price Promotion on Brand Equity. Journal of Brand Management, 12(6), 431-444.
  • Washburn, J. H. and Plank, R. E. (2002). Measuring Brand Equity: An Evaluation of a Consumer-Based Brand Equity Scale. Journal of Marketing Theory and Practice, 10(1), 46-62.
  • Wernerfelt, B. (1991). Brand Loyalty and Market Equilibrium. Marketing Science, 10(3), 229-245.
  • Wu, P. C. S., Yeh, G. Y.-Y., and Hsiao, C.-R. (2011). The Effect of Store Image and Service Quality on Brand Image and Purchase Intention for Private Label Brands. Australasian Marketing Journal, 19, 30-39.
  • Yoo, B. and Donthu, N. (2001). Developing and Validating a Multidimensional Consumer-Based Brand Equity Scale. Journal of Business Research, 52(1), 1–14.
  • Yoo, B., N. Donthu, and Lee, S. (2000). An Examination of Selected Marketing Mix Elements and Brand Equity. Journal of the Academy of Marketing Science, 28(2), 195–211.
  • Zaichkowsky, J. L. (1985). Measuring the Involvement Construct. The Journal of Consumer Research, 12(3), 341-352.
  • Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. The Journal of Marketing, 52(3), 2-22.

Toplam 50 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular Ürün ve Marka Yönetimi
BölümMAKALELER
Yazarlar

Cem Karayalçın ANTALYA BILIM UNIVERSITY 0000-0002-0847-8020 Türkiye

Erken Görünüm Tarihi6 Ağustos 2024
Yayımlanma Tarihi7 Ağustos 2024
Gönderilme Tarihi8 Mart 2024
Kabul Tarihi18 Nisan 2024
Yayımlandığı Sayı Yıl 2024 Sayı: 44

Kaynak Göster

APAKarayalçın, C. (2024). COMPARISON OF BRAND AND RETAILER EQUITY REGARDING PURCHASE INTENTIONS OF CUSTOMERS IN TURKISH AUTOMOTIVE SECTOR. Uluslararası İktisadi Ve İdari İncelemeler Dergisi(44), 125-140. https://doi.org/10.18092/ulikidince.1448947

Download or read online: Click here