SavedAdd your journal

Journals / Pazarlama ve Pazarlama Araştırmaları Dergisi / 2022 / Cilt: 15 - Sayı: 2

PERCEIVED ETHICALITY OF COSMETICS BRANDS AS A DETERMINANT OF AFFECTIVE COMMITMENT, CONSUMERBRAND IDENTIFICATION AND REPUTATION

DUYGUSAL BAĞLILIĞIN, TÜKETİCİ MARKA KİMLİKLENDİRMESİNİN VE KURUMSAL İTİBARIN BELİRLEYİCİSİ OLARAK KOZMETİK MARKALARIN ALGILANAN ETİĞİ

Çağla Pınar UTKUTUĞ
Pages
451–480
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)

In addition, the mediating role of affective commitment in the relationship between perceived brand ethicality and consumer-brand identification is observed and this role differs depending on the brands’ identities and their price strategies.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:With regard to the emerging concerns about brand ethicality, the relationships between consumer self-concepts based on brand identity and their impressions of the brand need to be better understood.
📊
Key Findings & Data:This study analyzes the mediating roles of affective commitment and consumer-brand identification in the relationship between perceived brand ethicality and consumer-based corporate reputation of cosmetics brands among young women.
💡
Conclusion & Impact:In addition, the mediating role of affective commitment in the relationship between perceived brand ethicality and consumer-brand identification is observed and this role differs depending on the brands’ identities and their price strategies.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Algılanan marka etiği · duygusal bağlılık · tüketici-marka kimliklendirmesi

Abstract

With regard to the emerging concerns about brand ethicality, the relationships between consumer self-concepts based on brand identity and their impressions of the brand need to be better understood. This study analyzes the mediating roles of affective commitment and consumer-brand identification in the relationship between perceived brand ethicality and consumer-based corporate reputation of cosmetics brands among young women. In addition, brands are divided into two groups depending on their price strategies in order to analyze whether there is a significant difference in terms of these effects, cosmetics. The questionnaire was electronically conducted to 271 participants reached by purposive, convenient and snowball sampling methods. The snowball sampling method was especially preferred to reach well-educated young women with similar moral standing on cosmetics brands. As assumed, the direct impact of perceived brand ethicality on corporate reputation is found even if the brands are differently positioned in the market. In addition, the mediating role of affective commitment in the relationship between perceived brand ethicality and consumer-brand identification is observed and this role differs depending on the brands’ identities and their price strategies.

Özet

Marka etiği konusunda gelişen yeni kaygılara bağlı olarak, marka kimliğine dayalı tüketici benlik kavramları ile markaya yönelik izlenimleri arasındaki ilişkilerin daha iyi anlaşılması gerekmektedir. Bu çalışma, genç kadınlar kapsamında kozmetik markaların algılanan marka etiği ile tüketici odaklı kurumsal itibarı arasındaki ilişkide duygusal bağlılığın ve tüketici marka kimliklendirmesinin aracılık rollerini analiz etmektedir. Ayrıca çalışma kapsamında kozmetik markalar, bu etkiler açısından önemli bir fark olup olmadığını analiz etmek amacıyla 4P stratejilerine bağlı olarak iki gruba ayrılmıştır. Amaçlı, kolayda ve kartopu örnekleme yöntemleriyle ulaşılan 271 katılımcıya anket formu elektronik olarak uygulanmıştır. Kartopu örnekleme yöntemi, kozmetik markaları hakkında benzer ahlaki duruşlara sahip iyi eğitimli genç kadınlara ulaşmak için özellikle tercih edilmiştir. Varsayıldığı gibi, markalar pazarda farklı konumlandırılmış olsalar bile, algılanan marka etiğinin kurumsal itibarı doğrudan etkilediği tespit edilmiştir. Ayrıca, duygusal bağlılığın algılanan marka etiği ile tüketici marka kimliklendirmesi arasındaki ilişkide aracılık etkisinin olduğu, bu etkinin de marka kimliğine ve fiyat stratejilerine bağlı olarak değiştiği gözlemlenmiştir.

🔖

Cite This Article

UTKUTUĞ, Ç. P. (2022). PERCEIVED ETHICALITY OF COSMETICS BRANDS AS A DETERMINANT OF AFFECTIVE COMMITMENT, CONSUMERBRAND IDENTIFICATION AND REPUTATION. Pazarlama ve Pazarlama Araştırmaları Dergisi, Cilt: 15 - Sayı: 2, 451–480. https://ajindex.com/articles/417581

📄 Full Text PDF Viewer

📄

PDF görüntüleyici hazırlanıyor...

References (13)

  1. Ajitha, S. ve Sivakumar, V. J. (2017). Understanding the effect of personal and social value on attitude and usage behavior of luxury cosmetic brands. Journal of Retailing and Consumer Services, 39, 103-113.
  2. Alexander, R.D. (1987). The Biologv of Moral Systems. New York: Aldine De Gruyter. Allen, N. J. ve Meyer, J. P. (1990). Organizational socialization tactics: A longitudinal analysis of links to newcomers' commitment and role orientation. Academy of Management Journal, 33(4), 847-858.
  3. Alwi, S. F. S., Ali, S. M., ve Nguyen, B. (2017). The importance of ethics in branding: mediating effects of ethical branding on company reputation and brand loyalty. Business Ethics Quarterly, 27(3), 393-422.
  4. Balmer, J. M. T. (2011). Corporate marketing myopia and the inexorable rise of a corporate marketing logic: Perspectives from identity-based views of the firm. European Journal of Marketing, 45, 1329–1352.
  5. Balmer, J. M. T., ve Greyser, S. A. (2006). Corporate marketing: Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation. European Journal of Marketing, 40, 730–741.
  6. Barclay, P. 2015. Reputation”. in The Handbook of Evolutionary Psychology, 1-19.
  7. American Cancer Society. Barclay, P., ve Willer, R. (2007). Partner choice creates competitive altruism in humans. Proceedings of the Royal Society B: Biological Sciences, 274(1610), 749-753.
  8. Bartikowski, B., ve Walsh, G. (2011). Investigating mediators between corporate reputation and customer citizenship behaviors. Journal of Business Research, 64(1), 39-44.
  9. Bartikowski, B., Walsh, G., ve Beatty, S. E. (2011). Culture and age as moderators in the corporate reputation and loyalty relationship. Journal of Business Research, 64(9), 966-972.
  10. Bhattacharya, C. B., ve Sen, S. (2003). Consumer–company identification: A framework for understanding consumers’ relationships with companies. Journal of Marketing, 67(2), 76-88.
  11. Bendixen, M., ve Abratt, R. (2007). Corporate identity, ethics and reputation in supplier–buyer relationships. Journal of Business Ethics, 76(1), 69-82.
  12. Bergami, M., ve Bagozzi, R. P. (2000). Self‐categorization, affective commitment and group self‐esteem as distinct aspects of social identity in the organization. British Journal of Social Psychology, 39(4), 555-577.
  13. Bettencourt, L. A. (1997). Customer voluntary performance: Customers as partners in service delivery. Journal of Retailing, 73(3), 383. Bhattacharya, C. B., ve Sen, S. (2003). Consumer–