Intermediation Role of Brand Image in the Effect of Country of Origin and SelfRespect on Brand Loyalty in the Smart Phone Industry
Journal Title: Güncel Pazarlama Yaklaşımları ve Araştırmaları Dergisi / Journal of Current Marketing Approaches and Researches - Year 2022, Vol 3, Issue 1
Abstract
Objective: The purpose of this study is to determine whether brand image plays a mediating role in the effect of country of origin and self-esteem on brand loyalty in the smartphone industry. In addition, the effects of country of origin on brand image and brand loyalty and self-esteem on brand image and brand loyalty were investigated. Materials and Methods: The research data were obtained by using the survey technique. Data were collected from 431 participants in total. The SPSS 21 softwere and the Hayes PROCESS v2.16.3 plugin were used to analyze the data. Findings: In the survey, primarily the dimensions of the scales of country of origin, self-esteem, brand image and brand loyalty were mainly determined. As a result of factor analysis, the factors of country of origin, brand image, and brand loyalty were named in one dimension, while the factor of self-esteem was named in two dimensions as positive self-esteem and negative self-esteem. The regression analysis showed that the country of origin factor had no effect on brand loyalty, the self-esteem factor had an effect on brand image and brand loyalty, and the brand image factor had an effect on brand loyalty. Brand image was found to play a mediating role in the effect of the positive self-esteem factor on brand loyalty. Results: In general, it can be said that in academics and students, country of origin does not have an effect on brand loyalty, but self-esteem affects brand image and brand loyalty. The fact that the country of origin does not affect brand loyalty and brand image can be explained as the decrease in the dependence of individuals on certain country products as globalization spreads technology and science all over the world. The mediating role of brand image in the effect of positive self-esteem factor on brand loyalty; The effect of self-esteem on brand loyalty occurs with the effect of brand image perception. Because people with high positive self-esteem use products with high brand image. Therefore, it can be said that they show loyalty to brands because of their brand image perceptions rather than their selfesteem.
Authors and Affiliations
Meliha Elif GÜVEN Kahraman ÇATI Ebru OSKALOĞLU
Keywords
Related Articles
- EP ID EP707545
- DOI 10.54439/gupayad.1115479
- Views 69
- Downloads 0
TÜKETİCİLERİN İTHAL ÇAY TÜKETİM TERCİHLERİNİN BELİRLENMESİ: GÜNEYDOĞU ANADOLU BÖLGESİ ÖRNEĞİ
Amaç: Bu çalışma ile Güneydoğu Anadolu Bölgesindeki illerde yüksek miktarda tüketilen ithal yani halk arasında “kaçak çay” olarak bilinen çayın tüketim tercihlerinin belirlenmesi amaçlanmıştır. Gereç ve Yöntem: Bu amaç...
SÜPERMARKETLER TARAFINDAN YAPILAN SATIŞ GELİŞTİRME FAALİYETLERİNİN CİNSİYET AÇISINDAN DEĞERLENDİRİLMESİ
Amaç: Uşak ili ve içerisindeki süpermarket müşterilerinin cinsiyet, yaş, medeni durum, gelir düzeyi vb. demografik özellikleri, süpermarketlerin uyguladığı satış geliştirme faaliyetleri ile alışveriş yaparken gösterdikle...
Marketing as a Thought System
Purpose: With the rise of the 'Marketing Management' and 'Consumer Behavior Schools' in the 1970s, the discussions within the framework of the 'Marketing Thought System School' in the literature have decreased. This stud...
SOSYAL MEDYA PAZARLAMA AKTİVİTELERİNİN TÜKETİCİ SATIN ALMA DAVRANIŞI ÜZERİNE ETKİSİNİN İNCELENMESİ
Amaç: Günümüzde sosyal medyanın hayatımızdaki alanının artmasıyla işletmeler için sosyal medyanın önemi artmıştır. Çalışmanın amacı, sosyal medya pazarlama aktivitelerinin tüketici satın alma davranışları üzerindeki etki...
REVOLUTION IN E-COMMERCE AND MARKETING A CONTRAST BETWEEN TRADITIONAL AND CURRENT MARKETING PRACTICES
Purpose: E-commerce has led to very significant changes in the marketing field. The purpose of this article is to investigate the impact of e-commerce in the marketing domain. The advent of e-commerce has led to various...