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DO THE OPINIONS OF VLOGGERS AND CELEBRITIES ADD A VALUE ON A BRAND?

Year 2022, Volume: 7 Issue: 2, 298 - 315, 26.12.2022
https://doi.org/10.54452/jrb.1011028

Abstract

The aim of this study is to examine the effects of perceived value and brand image on brand loyalty, as well as the moderating role of celebrity-brand congruence, and vlogger-brand congruence on the effect of perceived value and brand image on brand loyalty. Data was collected from 314 participants using an online survey. Regression and a process macro analysis were used to test the hypotheses. According to the results of this study; perceived value and brand image have a positive and significant effect on brand loyalty. Celebrity-brand congruence and vlogger-brand congruence have a negative moderating role on the effect of perceived value on brand loyalty. In contrast, celebrity-brand congruence and vlogger-brand congruence do not have a significant moderating role in the effect of brand image on brand loyalty. Finally, perceived value has significant conditional effects on brand loyalty at low value, middle value, and high value of both celebrity-brand congruence and vlogger-brand congruence.

References

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VLOGGERLARIN VE ÜNLÜLERİN GÖRÜŞLERİ BİR MARKAYA DEĞER KATAR MI?

Year 2022, Volume: 7 Issue: 2, 298 - 315, 26.12.2022
https://doi.org/10.54452/jrb.1011028

Abstract

Bu çalışmanın amacı, algılanan değer ve marka imajının marka sadakati üzerindeki etkilerini ve ayrıca ünlü-marka uyumu ve vlogger-marka uyumunun algılanan değer ve marka imajının marka sadakati üzerindeki etkisinde ılımlaştırıcı rolünü incelemektir. Çevrimiçi anket kullanılarak 314 katılımcıdan veri toplanmıştır. Hipotezleri test etmek için regresyon ve process macro analizi kullanılmıştır. Bu çalışmanın sonuçlarına göre; algılanan değer ve marka imajının marka sadakati üzerinde olumlu ve anlamlı bir etkisi vardır. Ünlü-marka uyumu ve vlogger-marka uyumu, algılanan değerin marka sadakati üzerindeki etkisinde olumsuz bir ılımlaştırıcı role sahiptir. Buna karşılık, ünlü-marka uyumu ve vlogger-marka uyumu, marka imajının marka sadakati üzerindeki etkisinde önemli bir ılımlaştırıcı role sahip değildir. Son olarak, algılanan değer, hem ünlü-marka uyumu hem de vlogger-marka uyumunun düşük değer, orta değer ve yüksek değerinde marka sadakati üzerinde önemli koşullu etkilere sahiptir.

References

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  • Aaker, D.A., Kumar, V. & Day, G.S., (2007). Marketing Research, 9. Edition, John Wiley & Sons, Danvers.
  • Abay, Ş., & Akkılıç, M. E. (2020). Tüketicilerin çevrimiçi alışverişlerde algıladıkları değerin marka sadakati üzerindeki etkisi: Giyim ürünü temelinde bir çalışma. TUJOM, 5(2), 141-157.
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  • Ahmedov, A. (2020). Reklamlarda ünlü ve marka arasındaki uyumun tüketicilerin satın alma niyetine ve marka sadakatine etkisi. 19 Mayıs Sosyal Bilimler Dergisi, 1(2), 168-187.
  • Alhaddad, A. (2015). Perceived quality, brand image and brand trust as determinants of brand loyalty. Journal of Research in Business and Management, 3(4), 01-08.
  • Armagan, E., & Gursoy, O. (2017). A research on the effect of using celebrity endorsement in advertisements on purchasing decisions of consumers. PressAcademia Procedia, 3(1), 1043-1057.
  • Bafna, A., Gandhi, P., Jain, A., Dantara, V., Desai, K., Dholakiya, M., … & Kanabar, H. (2016). Influence of celebrity endorsements on the consumer behavior for facial care product. Imperial Journal of Interdisciplinary Research, 2(5), 219-235.
  • Bayazıt, D. Z., Durmuş, B. & Yıldırım, F. (2017). Can vloggers characteristics change online-shopping intentions? The role of word of mouth effect as a communication tool. AJIT-e, 8 (26), 23.
  • Bhatia, A. (2018). Interdiscursive performance in digital professions: The case of YouTube tutorials. Journal of Pragmatics, 124, 106-120.
  • Boo, S., Busser, J. & Baloglu, S. (2009). A model of customer-based brand equity and its application to multiple destinations. Tourism Management, 30(2), 219-231.
  • Burnasheva, R., & Suh, Y. G. (2021). The impact of celebrity endorsement on brand loyalty: Mediating and moderating mechanisms. International Business Research, 14(2), 1-29.
  • Chang, C. C., Wu, H. Y., Lin, H. H., & Chang, H. Y. (2016). A study of customer's perceived quality, perceived value, expectation and satisfaction to its brand loyalty: The case of" globe trotter" sportswear in Taiwan. ASBBS Proceedings, 23(1), 112-119.
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  • Ceyhan, A. (2019). The impact of perception related social media marketing applications on consumers’ brand loyalty and purchase intention. EMAJ: Emerging Markets Journal, 9(1), 88-100.
  • Chapple, C., & Cownie, F. (2017). An investigation into viewers’ trust in and response towards disclosed paid-for-endorsements by YouTube lifestyle vloggers. Journal of Promotional Communications, 5(2)-110-136.
  • Cuong, D. T., & Khoi, B. H. (2019). The effect of brand image and perceived value on satisfaction and loyalty at convenience stores in Vietnam. Journal of Advanced Research in Dynamical and Control Systems, 11(8), 1446-1454.
  • Del Balso, M., & Lewis, A. D. (2007). Recherche en sciences humaines une initiation a la méthodologie. Modulo, Montréal (Québec).
  • Del Rowe, S. (2018). Tapping into social’s sphere of influence. CRM Magazine, 22(1), 26-30.
  • Demir, M. Ö. (2012). Marka sadakatinin ölçülmesi: Niyete bağlı tutumsal ölçek ile satın alma sırasına dayalı davranışsal ölçeğin karşılaştırılması. Istanbul University Journal of the School of Business Administration, 41(1), 103-128.
  • Demirağ, B., & Çavuşoğlu, S. (2019). Marka imajının tutumsal marka sadakati üzerindeki etkisinin incelenmesi: Bingöl otelleri örneği. Tourism and Recreation, 1(1), 15-22.
  • DeSarbo, W. S., & Harshman, R. A. (1985). Celebrity-brand congruence analysis. Current Issues and Research in Advertising, 8(1), 17-52.
  • Devi, A. A. D. T., & Yasa, N. N. K. (2021). The role of customer satisfaction in mediating the influence of service quality and perceived value on brand loyalty. International Research Journal of Management, IT and Social Sciences, 8(3), 315-328.
  • Dhir, A., Sadiq, M., Talwar, S., Sakashita, M., & Kaur, P. (2021). Why do retail consumers buy green apparel? A knowledge-attitude-behaviour-context perspective. Journal of Retailing and Consumer Services, 59, 102398.
  • Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1-7.
  • Durmuş, B., Yurtkoru, E. S., & Çinko, M. (2016). Sosyal bilimlerde SPSS’le veri analizi (6. Baskı). İstanbul: Beta Yayıncılık.
  • Eren-Erdogmus, İ., Lak, H. S., & Çiçek, M. (2016). Attractive or credible celebrities: who endorses green products better?. Procedia-Social and Behavioral Sciences, 235, 587-594.
  • Escalas, J. E., & Bettman, J. R. (2017). Connecting with celebrities: How consumers appropriate celebrity meanings for a sense of belonging. Journal of Advertising, 46 (2), 297-308.
  • Eskiler, E., & Altunışık, R. (2015). Algılanan değer ve müşteri memnuniyetinin satın alma eğilimleri üzerine etkisi. III. Rekreasyon, 483-493.
  • Farizan, N., Rohman, F., & Hussein, A. S. (2019). The effect of brand identity, brand image, and perceived value on loyalty with customer satisfaction as mediation variable for costumer fresh juice bintaro. Jurnal Aplikasi Manajemen, 17(1), 127-132.
  • Field, A. (2000). Discovering statistics using SPSS for windows. London-Thousand Oaks-New Delhi: Sage Publications.
  • Frobenius, M. (2014). Audience design in monologues: How vloggers involve their viewers. Journal of Pragmatics, 72, 59-72.
  • Glucksman, M. (2017). The rise of social media influencer marketing on lifestyle branding: A case study of Lucie Fink. Elon Journal of Undergraduate Research in Communications, 8(2), 77-87.
  • Gogoi, B. J. (2021). Customer trust influencing customer perceived value and brand loyalty. Academy of Marketing Studies Journal, 25(5), 1-10.
  • Gölbaşı-Şimşek, G., & Noyan, F. (2009). Türkiye’de cep telefonu cihazı pazarında marka sadakati için bir model denemesi. ODTÜ Gelişme Dergisi, 36, 121-159.
  • Grohmann, M. Z., Battistella, L. F., & Radons, D. L. (2013). Sports celebrities influencing the consumption of young people in the Brazilian context. African Journal of Business Management, 7(24), 2352-2361.
  • Ha, N. M., & Lam, N. H. (2017). The effects of celebrity endorsement on consumers attitude toward brand and purchase intention. International Journal of Economics and Finance, 9 (1), 64-77.
  • Haider, F., Cerrato, L. S., Luz, S., & Campbell, N. (2016). Attitude recognition of video bloggers using audio-visual descriptors. In Proceedings of the Workshop on Multimodal Analyses enabling Artificial Agents in Human-Machine Interaction, November, 38-42, ACM.
  • Hair, J. F. Jr., Anderson, R. E., Tatham, R. L., & Black, W. C. (1995). Multivariate data analysis. New Jersey: Prentice Hall.
  • Halvorsen, K., Hoffmann, J., Coste-Manière, I., & Stankeviciute, R. (2013). Can fashion blogs function as a marketing tool to influence consumer behavior? Evidence from Norway. Journal of Global Fashion Marketing, 4(3), 211-224.
  • Have, C. T. (2017). Beauty vloggers and their influence on consumer-buying intentions The case of the Netherlands. Media, Culture & Society. Retrieved from http://hdl.handle.net/2105/39696
  • Hill, S. R., Troshani, I., & Chandrasekar, D. (2017). Signalling effects of vlogger popularity on online consumers. Journal of Computer Information Systems, 60(1), 76-84.
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Details

Primary Language English
Subjects Business Administration
Journal Section Articles
Authors

Zübeyir Çelik 0000-0003-1692-9378

Azra Bayraktar 0000-0001-8215-6110

Early Pub Date December 26, 2022
Publication Date December 26, 2022
Submission Date October 17, 2021
Acceptance Date August 1, 2022
Published in Issue Year 2022 Volume: 7 Issue: 2

Cite

APA Çelik, Z., & Bayraktar, A. (2022). DO THE OPINIONS OF VLOGGERS AND CELEBRITIES ADD A VALUE ON A BRAND?. Journal of Research in Business, 7(2), 298-315. https://doi.org/10.54452/jrb.1011028