Articles
EFFECTS OF BRAND HERITAGE ON PURCHASE INTENTION, BRAND IMAGE, BRAND TRUST, BRAND LOYALTY AND CUSTOMER SATISFACTION
Deniz ZEREN- Ayça KALKAN
Published 2019-12-25
Keywords
- Brand Heritage, Intention to Buy, Brand Image, Trust, Loyalty
- Marka Mirası, Satın Alma Niyeti, Marka İmajı, Güven, Sadakat
How to Cite
ZEREN, D., & KALKAN, A. (2019). EFFECTS OF BRAND HERITAGE ON PURCHASE INTENTION, BRAND IMAGE, BRAND TRUST, BRAND LOYALTY AND CUSTOMER SATISFACTION. Business & Management Studies: An International Journal, 7(5), 2891–2909. https://doi.org/10.15295/bmij.v7i5.1365
Abstract
Brand heritage is a concept that includes long-lasting brands that have fundamental values and are known, have symbols, which give importance to past performance and history. The aim of this study is to investigate the effect of brand heritage on purchase intention, brand image, brand loyalty, brand trust, and customer satisfaction through conceptual model. In the descriptive quantitative research developed for testing scales and models, data were collected from 820 consumers on a voluntary basis with pre-structured questionnaire forms. The findings obtained from regression analysis showed that brand heritage has positive and statistically significant effect on consumers’ intention to purchase for that brand. This finding can be considered as an important contribution since the indirect effect has been identified in the literature. In addition, brand heritage has a positive and statistical effect on brand image, brand loyalty, brand trust, and customer satisfaction. Findings discussed focusing on theory, consumers and businesses.
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References
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Chang, H.H. and Y. M. Liu (2009), “The Impact of Brand Equity on Brand Preference and Purchase Intentions in The Service Industries”, The Service Industries Journal, 29/12, 1687-1706.
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Rose M., Rose, G. M. and A. Merchant (2017), “Is Old Gold? How Heritage “Sells” The University To Prospective Students The Impact Of A Measure Of Brand Heritage On Attitudes Toward The University”, Journal of Advertising Research, 38, 335- 351.
Rose, G. M., Merchant, A., Orth, U. R. and F. Horstmann (2016), “Emphasizing Brand Heritage: Does It Work? And How?”, Journal of Business Research, 69(2), 936-943.
Swaen, V. and R. C. Chumpitaz (2008), “Impact Of Corporate Social Responsibility On Consumer Trust”, Recherche et Applications en Marketing, 23/4, 7-34.
Tavşancıl, E. (2002). Tutumların Ölçülmesi Ve SPSS İle Veri Analizi, Ankara: Nobel Yayın Dağıtım.
Urde, M., Greyser, S.A. and J. M. T. Balmer (2007), “Corporate Brands With A Heritage”, Journal of Brand Management, 15/1, 4-19.
Wiedmann, K. P., Hennigs, N., Schmidt, S. and T., Wuestefeld (2011), “Drivers and outcomes of brand heritage: Consumers’ perception of heritage brands in the automotive industry”, Journal of Marketing Theory and Practice, 19/2, 205–220.
Wuestefeld, T., Hennigs, N., Schmidt, S. and K. P. Wiedmann (2012), “The Impact Of Brand Heritage On Customer Perceived Value”, Der markt, 51/2-3, 51-61.
Yıldız, E., ve M. E. Koç(2017), “Marka Mirası Ve Marka Güveninin Satın Alma Niyeti, Müşteri Tatmini Ve Marka Sadakati Üzerindeki Etkileri”, Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, 86-104.
Zikmund, W. G., (1997). Exploring Marketing Research, Forth Word: The Dryden Press.
Aaker, D. A., Kumar, V., Day, G.S., Lawley, M. and D. Stewart (2007). Marketing Research: The Second Pasific Rim Edition. Avusturalya: Job Wiley And Sons.
Azizi, S. (2014), “A Model of Factors Affecting Foreign Brand Trust”, Journal of Competitiveness, 6(3), 20-31.
Balmer, J. M. T. (2001), “Corporate Identity, Corporate Branding And Corporate Marketing: Seeing Through The Fog”, European Journal of Marketing, 35/3-4, 248-291.
Balmer, J. M. T. (2011a), “Corporate Heritage İdentities, Corporate Heritage Brands And The Multiple Heritage İdentities Of The British Monarchy”, European Journal of Marketing, 45/9-10, 1380-1398.
Balmer, J. M. T. (2011b), “Corporate Heritage Brands And The Precepts Of Corporate Heritage Brand Management: Reflections On The British Monarchy On The Eve Of The Wedding Of Prince William And The Diamond Jubilee Celebrations Of Queen Elizabeth II (1952-2012)”, Journal of Brand Management, 18/8, 517-544.
Balmer, J. M., Powell, S. M., and B. T. Hudson (2011). “Brand Heritage And The Renaissance of Cunard”, European Journal of Marketing, 45/9-10, 1538-1556.
Balmer, J. M. T. (2013), “Corporate Heritage, Corporate Heritage Marketing And Total Corporate Heritage Communications: What Are They? What Of Them?”, Corporate Comunications An International Journal, 18/3, 290-326.
Burghausen, M. and J. M. T. Balmer (2014), “Corporate Heritage Identity Management and The Multimodal Implementation of A Corporate Heritage Identity”, Journal Of Business Research, 67, 2311-2323.
Chang, H.H. and Y. M. Liu (2009), “The Impact of Brand Equity on Brand Preference and Purchase Intentions in The Service Industries”, The Service Industries Journal, 29/12, 1687-1706.
Çifci, S., Velioğlu, M.N. ve M.Ö. Umut (2014), “Marka Mirası Kavramı ve Hizmetlerde Marka Mirasına Yönelik Bir Ölçek Değerlendirilmesi”, Anadolu Üniversitesi Sosyal Bilimler Dergisi, 14/1, 105-114.
Curran, R., Taheri, B., Macintosh, R. and K. O’Gorman (2016), “Nonprofit Brand Heritage: Its Ability To Influence Volunteer Retention, Engagement, And Satisfaction”, Nonprofit and Voluntary Sector Quarterly, 45/6, 1234 –1257.
Çokluk, Ö., Şekercioğlu, G., ve Ş. Büyüköztürk (2012). Çok değişkenli istatistik SPSS ve LISREL uygulamaları (Birinci baskı). Ankara: Pegem Akademi Yayınları.
Hair, J. F., Anderson, R. E., Tatham, R. L. and C. W. Black (2010). Multivariate Data Analysis, 5, 87-135.
Hakala, U., Lätti, S. and B. Sandberg (2011), “Operationalising Brand Heritage and Cultural Heritage”, Journal of Product & Brand Management, 20/6, 447-456.
Haşıloğlu, S. B., Baran, T. ve O. Aydın (2015), “Pazarlama araştırmalarındaki potansiyel problemlere yönelik bir araştırma: Kolayda örnekleme ve sıklık ifadeli ölçek maddeleri”, Pamukkale İşletme ve Bilişim Yönetimi Dergisi, 1, 19-28.
Kurtuluş, K. (2004). Pazarlama Araştırmaları, 7. Baskı, İstanbul: Literatür Yayıncılık.
Kurtuluş, S., Kurtuluş, K. and S. Ozturk (2012), “Research Methodology in Marketing Publications in Turkey: Review and Evaluation”, In Conference on Society, Cybernetics and Informatics, http://imsci2012. wordpress. com.
Netemeyer, G. R., Krishan, B., Pulling, C., Wang, G., Yağcı, M., Dean, D., Ricks, J. and F. Wirth (2004), “Developing and Validating Measures of Facets of Customer-Based Brand Equity”, Journal of Business Research, 57, 209- 224.
Özgür Güler, E. ve D. Veysikarani (2018), “OECD Ülkelerinin İnovasyon Göstergeleri Açısından Çok Değişkenli İstatistiksel Analizlerle Karşılaştırılması”, Ç.Ü. İktisadi Ve İdari Bilimler Dergisi, 19/2, 157-168.
Rindell A., Santos F. P. and A. Pinto de Lima (2015), “Two Sides Of A Coin: Connecting Corporate Brand Heritage To Consumers’ Corporate Image Heritage”, Journal of Brand Management, 22, 467–484.
Rose M., Rose, G. M. and A. Merchant (2017), “Is Old Gold? How Heritage “Sells” The University To Prospective Students The Impact Of A Measure Of Brand Heritage On Attitudes Toward The University”, Journal of Advertising Research, 38, 335- 351.
Rose, G. M., Merchant, A., Orth, U. R. and F. Horstmann (2016), “Emphasizing Brand Heritage: Does It Work? And How?”, Journal of Business Research, 69(2), 936-943.
Swaen, V. and R. C. Chumpitaz (2008), “Impact Of Corporate Social Responsibility On Consumer Trust”, Recherche et Applications en Marketing, 23/4, 7-34.
Tavşancıl, E. (2002). Tutumların Ölçülmesi Ve SPSS İle Veri Analizi, Ankara: Nobel Yayın Dağıtım.
Urde, M., Greyser, S.A. and J. M. T. Balmer (2007), “Corporate Brands With A Heritage”, Journal of Brand Management, 15/1, 4-19.
Wiedmann, K. P., Hennigs, N., Schmidt, S. and T., Wuestefeld (2011), “Drivers and outcomes of brand heritage: Consumers’ perception of heritage brands in the automotive industry”, Journal of Marketing Theory and Practice, 19/2, 205–220.
Wuestefeld, T., Hennigs, N., Schmidt, S. and K. P. Wiedmann (2012), “The Impact Of Brand Heritage On Customer Perceived Value”, Der markt, 51/2-3, 51-61.
Yıldız, E., ve M. E. Koç(2017), “Marka Mirası Ve Marka Güveninin Satın Alma Niyeti, Müşteri Tatmini Ve Marka Sadakati Üzerindeki Etkileri”, Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, 86-104.
Zikmund, W. G., (1997). Exploring Marketing Research, Forth Word: The Dryden Press.