Internal and external promotional references: An examination of gender and product involvement effects in the retail apparel setting

Kinley, Tammy R.; Conrad, Craig A.; Brown, Gene

doi:10.1016/s0969-6989(98)00016-2

Cited by 10 publications

(1 citation statement)

References 14 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…İlginlik, tüketicilerin iletişim yönelimleri ya da davranışları ve karar verme mekanizmalarını etkileyen ferdi bir farklılık değişkenidir. "Algılanan risk", "bilgi arama", "marka bağlılığı", "marka sadakati", "marka benzerliği", "fikir liderliği", "marka değiştirme", "reklamcılık", "yayılma süreci" ve "segmentasyon" gibi sayısız muhtelif pazarlama kavramıyla bağdaştırılmıştır (Chaudhuri, 2000;Coulter, Price & Feick, 2003;Dholakia, 1997;Greenwald & Leavitt, 1984;Hoyer & Ridgway, 1984;Kinley, Conrad & Brown, 1999;Lockshin & Macintosh, 1997;Muncy, 1990;Petty & Cacioppo, 1981;Quester & Lim, 2003;Venkatraman, 1988;Warrington & Shim, 2000;Vaughn, 1986).…”

Section: Gıda İlginliğiunclassified

Gastronomik Deneyimin Marka Sadakatine Yansımaları

KAÇAN

Tosun

2022

Türkiye İletişim Araştırmaları Dergisi

View full text Add to dashboard Cite

Gastronomic experience can be defined as the result of the interaction of all processes, especially in the high cuisine, which includes social, emotional, intellectual, imaginary and technical situations beyond a mere eating activity. The number of establishments that have made it their mission to offer such experiences to people has also increased significantly compared to the past. In this case , in line with the increase with the competition between brands, businesses have entered into new searches in order not to lose their loyal customers In addition, the number of people who are conscious and aware of high cuisine continues to increase day by day. As a result of people's gastronomic experience, the number of knowledgeable people who interpret/understand the food consciously and share it with the people around has increased significantly. In line with the facilitation of access to information, the development of the information spectrum of individuals is one of the basic phenomena of today. In this direction, especially the food and beverage businesses that appeal to high cuisine use gastronomic experience as an important marketing weapon. In this context, the study aims to quantitatively question the experience elements that are effective in creating brand loyalty and to produce scientific data in this direction, considering the expectations of the people of the food and beverage businesses that try to offer gastronomic experience. The questionnaire developed for this goal was applied to 335 foodie (moderate version of gourmet) participants in groups relatively high in social economic status, and the reflection of the gastronomic experience they had in the luxury restaurants (fine dining) on brand loyalty was analyzed quantitatively. As a result of the research, it has been determined that gastronomic experience has positive effects on attitudinal brand loyalty, but there is no consequential relationship between behavioral brand loyalty.

show abstract