SavedAdd your journal

Journals / Tüketici ve Tüketim Araştırmaları Dergisi / 2018 / Cilt: 10 - Sayı: 2

The Effect of the Communication Source on Brand Value and Brand Trust in Publicity of Product Crisis

Ürün Krizlerinin Duyurumunda İletişim Kaynağının Marka Değerine ve Marka Güvenine Etkisi

EYUP AKIN
Merve ŞİMŞEK
Tuğba YALÇINKAYA
Feride Cansu GÜLPINAR
Pages
143–172
DOI
—
🏛️Bibliographic metadata and full text access for this article are provided via DergiPark.
DergiPark Record ↗
✨

AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

According to the results, it has been determined that the decrease in the brand value and in the brand trust is more limited when the company directly inform the customers in the product crisis.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:In this study, the effect of the source, which gives information to the target group in brand crises, on brand trust and on brand value was investigated.
📊
Key Findings & Data:Two different scenarios have been developed in the transmission of the living crises to the target group.
💡
Conclusion & Impact:According to the results, it has been determined that the decrease in the brand value and in the brand trust is more limited when the company directly inform the customers in the product crisis.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

In this study, the effect of the source, which gives information to the target group in brand crises, on brand trust and on brand value was investigated. Two different scenarios have been developed in the transmission of the living crises to the target group. In the first scenario, the product crisis is announced by a source, which is outside the firm and in the second scenario, it is transmitted by the company. It is aimed to measure the brand trust and the brand value for both situations. The required data were obtained with a questionnaire and the results of the two scenarios were compared with the analysis of the data. According to the results, it has been determined that the decrease in the brand value and in the brand trust is more limited when the company directly inform the customers in the product crisis.

Özet

Bu çalışmada, ürün krizlerinde hedef kitleye bilgi veren kaynağın marka değerine ve markaya güvene etkisi araştırılmıştır. Yaşanan krizlerin hedef kitleye iletilmesinde iki farklı senaryo belirlenmiştir. Birincisinde ürün krizi firma dışındaki bir kaynak tarafından aktarılmakta, ikinci durumda ise firma tarafından aktarılmaktadır. Her iki durum için de markaya güven ve marka değeri ölçümü amaçlanmıştır. İhtiyaç duyulan veriler anket yardımıyla elde edilmiş ve verilerin analiziyle iki senaryonun sonuçları karşılaştırılmıştır.Elde edilen sonuçlara göre, şirket ürün krizinde müşterileri doğrudanbilgilendirdiğinde marka değerinde ve marka güvendeki azalmanındaha sınırlı olduğu tespit edilmiştir.

🔖

Cite This Article

AKIN, E., ŞİMŞEK, M., YALÇINKAYA, T., GÜLPINAR, F. C. (2018). The Effect of the Communication Source on Brand Value and Brand Trust in Publicity of Product Crisis. Tüketici ve Tüketim Araştırmaları Dergisi, Cilt: 10 - Sayı: 2, 143–172. https://ajindex.com/articles/414121

📄 Full Text PDF Viewer

📄

PDF görüntüleyici hazırlanıyor...

References (13)

  1. Aaker, D. A. (1991). “Managing Brand Equity: Capitalizing on the Value of a Brand Name”, New York: The Free Press.
  2. Ahluwalia, R., Burnkrant, R. E. ve Unnava, H. R. (2000). “Consumer Response to Negative Publicity: The Moderating Role of Commitment”, Journal of Marketing Research, 37(2), 203-214.
  3. Albayrak, A. S. (2006). “Uygulamalı Çok Değişkenli İstatistik Teknikleri”, Ankara:
  4. Asil Yayın Dağıtım. Asadollahi, A., Jani, M., Mojaveri, P. P. ve Allahabadi, F. B. (2012). “Investigating the Effect of Brand Satisfaction, Brand Trust and Brand Attachment on Purchase Behavior of Customers”, Research Journal of Applied Sciences, Engineering and Technology, 4(17), 3182-3187.
  5. Banerjee, D., Cronan, T. P. ve Jones, T. W. (1998). “Modeling IT Ethics: A Study İn Situational Ethics”, MIS Q., 22(1), 31-60.
  6. Bradford, J. L. ve. Garrett, D. E. (1995). “The Effectiveness of Corporate Communicative Responses to Accusations of Unethical Behavior”, Journal of Business Ethics, 14(11), 875-892.
  7. Capon, N., Berthon, P., Hulbert, J. H. ve. Pitt, L. F. (2001). “Brand Custodianship: A New Primer for Senior Managers”, European Management Journal, 19(3), 215–227.
  8. Cleeren, K., Dekimpe, M. G. ve Helsen, K. (2008). “Weathering Product- Harm Crises”, Journal of the Academy of Marketing Science, 36(2), 262–270.
  9. Copley, P. (2004). “Marketing Communications management: Concepts and Theories, Cases and practices”, Oxford: Elsevier Butterworth- Heinemann. Crosby, L. A., Evans, K. R. ve Cowles, D. (1990). “Relationship Quality in Services Selling: An Interpersonal Influence Perspective”, Journal of Marketing, 54(3), 68–81.
  10. Çabuk, S. ve Demirci-Orel, F. (2008). “Marka Karakteristikleri ile Marka ve Üretici Firmaya Duyulan Güven Arasındaki İlişkilerin Belirlenmesi: Çukurova Üniversitesi Ölçeğinde Bir Araştırma”, Ç.Ü. Sosyal Bilimler Enstitüsü Dergisi, 17(1), 103-116.
  11. Davidson III, W. N. ve Worrell, D. L. (1992). “The Effect of Product Recall Announcements on Shareholder Wealth”, Strategic Management Journal, 13(6), 467-473.
  12. De Pelsmacker, P., Geuens, M. ve Van den Bergh, J. (2010), “Marketing Communications - A European Perspective”, Essex: Pearson Education Limited. Dean, D. H. (2004). “Consumer Reaction to Negative Publicity- Effects of Corporate Reputation, Response, and Responsibility for A Crisis Event”, Journal of Business Communication, 41(2), 192-211.
  13. Delgado-Ballester, E. ve Munuera-Aleman, J. L. (2005), “Does brand trust matter to brand equity?” Journal of Product & Brand Management, 14(3),