How Brand Jealousy Influences the Relationship between Brand Attachment and Word of Mouth Communication

Objectives:  The aim of this study is to understand the relationships between brand attachment and word of mouth communication (WOM), brand attachment and brand jealousy; brand jealousy and WOM; and the mediating role of brand jealousy on the relationship between brand attachment and word of mouth communication. Approach: The measurement model is analyzed via confirmatory factor analysis (CFA). Further, structural equation modeling was performed in order to test the construct relations in the theoretical framework of this study. Results: Findings of the study show that even though as brand attachment increases positive word of mouth increases, however in the existence of jealousy even people that are attached to a brand they may not talk favorably about it, and in fact make negative word of mouth communication Value: The present research is expected to extend the prior research contributing to the extant literature by investigating an emerging concept of brand jealousy and its possible antecedents (i.e. brand attachment) and outcomes (i.e. negative and positive WOM)

Marka İsmi ve Marka Logosu Arasındaki Uyum Marka Beğenisini Etkiler mi? Deneysel Bir Çalışma

Undoubtedly, design and selection of the proper brand elements have a crucial role in the long-term success of a brand. Therefore, to establish strong and favorable brand meaning prior to market entry and enhance the acceptance of the new brand, an ultimate attention should be devoted to design and select brand elements that together convey consistent meaning. Herein, this study aims to examine the effect of interaction between sounds in brand names and shapes of brand logos on brand affection drawing upon sound and shape symbolism. To test the interaction effect between sound and shape, one experimental study was conducted. The findings of the study revealed that sounds in the brand names and shapes of the brand logos alone did not influence brand affection significantly. However, the results purported that the congruent combination of sounds in a brand name and shape of a brand logo significantly influenced brand affection compared to incongruent combinations. More specifically, the results indicated that when brand names are including high (low) frequency sounds and having angular (rounded) brand logo, brand affection towards the brand increased. These results are expected to both contribute to relevant literature and ensure applicable insights to the marketing practitioners who are responsible for designing and selecting brand elements.Marka unsurlarının tasarlanmasının ve seçiminin bir markanın uzun dönemli başarısı üzerinde şüphesiz ki çok önemli bir rolü vardır. Bu nedenle, pazara girişten önce güçlü ve olumlu bir marka anlamı oluşturmak ve yeni markanın kabulünü artırmak için birlikte tutarlı anlam taşıyan marka unsurlarını tasarlamaya ve seçmeye son derece dikkat edilmelidir. Bu bağlamda, bu çalışma, ses ve şekil sembolizminden yola çıkarak, marka isimlerindeki sesler ve marka logolarındaki şekiller arasındaki etkileşimin, marka beğenisi üzerindeki etkisini incelenmeyi amaçlamaktadır. Ses ve şekil arasındaki etkileşim etkisini test etmek için de bir deneysel çalışma yapılmıştır. Çalışmanın bulguları, marka isimlerindeki seslerin ve marka logolarındaki şekillerin tek başına marka beğenisini önemli ölçüde etkilemediğini ortaya koymuştur. Bununla birlikte, çalışmanın bulguları, marka ismindeki sesler ve marka logosundaki şekiller arasında uyumlu bir kombinasyon olduğunda, uyumsuz kombinasyonlara kıyasla bu uyumun marka beğenisini önemli ölçüde etkilediğini göstermiştir. Daha spesifik olarak, çalışmanın sonuçları, marka isimleri yüksek (düşük) frekanslı sesler içerdiğinde ve köşeli (yuvarlak) bir marka logosuna sahip olduğunda, markaya yönelik marka beğenisinin arttığını göstermiştir. Bu sonuçların hem ilgili literatüre katkıda bulunması hem de marka unsurlarını tasarlamak ve seçmekten sorumlu pazarlama uygulayıcılarına faydalı bilgiler sağlaması beklenmektedir

Yeşil Markalaşma Bağlamında Marka İmajı, Marka Bağlılığı ve Marka Sadakati Arasındaki İlişki: Müşteri Katılımının Aracılık Rolü

As environmental problems are dramatically alarming the world, environmental issues have become the primary concerns of both consumers and companies. To please the environmental wants of consumers, many companies have to adopt green solutions today. Green brands are one of these solutions. Nevertheless, little has been known about the green brands. In this sense, this study attempts to explore the interaction between brand image (BIm), brand attachment (BAtt), customer engagement (CEn) and brand loyalty (BLo) within the scope of green brands as previously untapped context. In this study while brand image is determined as independent variable; customer engagement is specified as the mediator variable which mediates the link between brand image and brand attachment. Data were gathered from 428 participants through convenience sampling method. To examine the links between the variables in the suggested model, structural equation modelling was utilized. The results regarding the study bring out that brand image for green brands significantly influences customer engagement and brand attachment in a positive way; customer engagement has also a significant positive influence on brand attachment for green brands; and brand attachment for green brands significantly affects brand loyalty toward these brands in a positive way. In addition, partial mediating influence of customer engagement on the link between brand image for green brands and brand attachment was found significant. These findings also ensure applicable insights to practitioners, who are responsible for promotion of green brands, by emphasizing the importance of increasing brand image, customer engagement and customer attachment to generate loyal green customers.Çevresel sorunlar dünyayı daha fazla harekete geçirdikçe, çevresel meseleler hem tüketicilerin hem de işletmelerin temel endişelerinden biri haline gelmektedir. Müşterilerin çevresel istek ve ihtiyaçlarını tatmin etmek için birçok işletme günümüzde yeşil çözüm önerileri geliştirmek zorunda kalmıştır. Yeşil markalar da bu çözüm önerilerinden biridir. Ne var ki yeşil markalar ile ilgili çok az şey bilinmektedir. Bu bağlamda bu çalışma, yeşil markalar bağlamında marka imajı, marka bağlılığı, müşteri katılımı ve marka sadakati arasındaki ilişkiyi incelemeyi amaçlamaktadır. Bu çalışmada, marka imajı bağımsız değişken olarak belirlenirken, müşteri katılımı, marka imajı ve marka bağlılığı ilişkisine aracılık eden aracı değişken olarak belirlenmiştir. Çalışmanın verileri 428 katılımcıdan kolayda örnekleme yoluyla toplanmıştır. Önerilen modelde bulunan değişkenlerin arasındaki ilişkileri incelemek için yapısal eşitlik modeli kullanılmıştır. Çalışmanın bulguları, yeşil markalar için marka imajının müşteri katılımı ve marka bağlılığını anlamlı bir şekilde ve olumlu yönde etkilediğini; müşteri katılımının yeşil markalar için marka bağlılığını anlamlı ve olumlu yönde etkilediğini ve marka bağlılığının da marka sadakatini anlamlı ve olumlu bir şekilde etkilediğini göstermiştir. Ayrıca, marka imajı ve marka bağlılığı arasındaki ilişki üzerinde müşteri katılımının anlamlı bir şekilde kısmı aracılık etkisi olduğu bulunmuştur. Bu bulgular, yeşil sadık müşteriler yaratılmasında marka imajının, marka bağlılığının ve müşteri katılımının artırılmasının önemini vurgulayarak yeşil markaların pazarlanmasından sorumlu olan yöneticilere önemli katkılar sağlamaktadır

Attitudes of Turkish Consumers toward Foreign Products in Political Crises Period

This study aims to understand the attitudes of Turkish consumers toward foreign products in diplomatic crisis period. With this aim, at first, demographic characteristics of the consumers identified and then the relationship between independent variables which are consumer ethnocentrism and consumer animosity, and dependent variable which is willingness to buy foreign products is determined. In addition, the effect of product judgment as a moderator on the relationship between willingness to buy foreign products and consumer ethnocentrism and animosity is explored. Convenience sampling method was used in the study. Data was collected from students in Faculty of Economics and Administrative Sciences of Afyon Kocatepe University as based on voluntary basis. The data were collected between 20.10.2015 and 02.11.2015 and within this time period, it was reached to 418 students, totally. Thus, these 418 students in Faculty of Economics and Administrative Sciences became the sample of the research. Research findings show, different from the many researches in the literature, that consumer ethnocentrism, and consumer animosity do not negatively affect the willingness to buy foreign products even in a case when Turkey has a diplomatic problem with some countries. So the previous findings about the consumer ethnocentrism and the consumer animosity are challenged with the findings of this study within Turkey context. In this sense, this study contributes to the literature scholarly, by offering new findings about the existing constructs within different country context

How Brand Jealousy Influences the Relationship between Brand Attachment and Word of Mouth Communication

The aim of this study is to understand the relationships between brand attachment and word of mouth communication (WOM), brand attachment and brand jealousy; brand jealousy and WOM; and the mediating role of brand jealousy on the relationship between brand attachment and word of mouth communication. The measurement model is analyzed via confirmatory factor analysis (CFA). Further, structural equation modeling was performed in order to test the construct relations in the theoretical framework of this study. Findings of the study show that even though as brand attachment increases positive word of mouth increases, however in the existence of jealousy even people that are attached to a brand they may not talk favorably about it, and in fact make negative word of mouth communication The present research is expected to extend the prior research contributing to the extant literature by investigating an emerging concept of brand jealousy and its possible antecedents (i.e. brand attachment) and outcomes (i.e. negative and positive WOM)