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Finansal Ürünlerde Ortak Markalama: Ortak Markalı Kredi Kartları Üzerine Bir Çalışma

Year 2022, Volume: 7 Issue: 2, 407 - 425, 30.06.2022

Ceylan Bozpolat

https://doi.org/10.30784/epfad.1070482

Abstract

Bu çalışma, ortak markalı kredi kartlarında algılanan faydanın ve güvenin, ortak markalı bir kredi kartı kullanma niyetini nasıl etkilediğini ve bu unsurların ortak marka sadakatindeki dolaylı ve doğrudan etkilerini tespit etmek amacıyla yapılmıştır. Bu amaçla oluşturulan kavramsal modeli test etmek için en az bir ortak markalı kredi kartına sahip banka müşterilerine çevrimiçi anket uygulanmıştır. Öncelikle katılımcı yanıtları, açıklayıcı ve doğrulayıcı faktör analizine tabi tutulmuştur. Sonrasında modeldeki yapılar arasındaki ilişkilerin etki yönlerini belirleyebilmek için yol (path) analizi yapılmıştır. Sonuçlara göre ortak markalı kredi kartı kullanma niyeti, ortak marka sadakatinin temel belirleyicisidir (β=0,97 p<0,01). Ortak markalı kredi kartı kullanma niyeti ise bu kartların algılanan faydasından (β=0,47 p<0,01) ve ortak markaya olan güvenden (β=0,50 p<0,01) doğrudan pozitif bir şekilde etkilenmektedir. Dolaylı etkiler incelendiğinde; ortak marka sadakatinin, ortak markaya olan güvene göre (β=0,49 p<0,01) ortak markalı bir kredi kartının algılanan faydasından (β=0,87 p<0,01) daha fazla etkilendiği görülmüştür. Bu araştırma bankalar arası marka ortaklıklarında başarının kilit noktalarını tanımladığından finansal ürünlerde ortak markalama literatürünü geliştirmektedir. Finansal ürün sağlayıcılarına ise pratikte kullanabilecekleri birtakım ipuçları sunmaktadır.

Keywords

Finansal Ürünler Ortak Markalama Güven Algılanan Fayda

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Co-Branding in Financial Products: A Study on Co-Branded Credit Cards

Year 2022, Volume: 7 Issue: 2, 407 - 425, 30.06.2022

Ceylan Bozpolat

https://doi.org/10.30784/epfad.1070482

Abstract

This study was conducted to determine how perceived benefit and trust in co-branded credit cards affect the intention to use a co-branded credit card, and the indirect and direct effects of these factors on co-brand loyalty. To test the conceptual model created for this purpose, an online questionnaire was applied to bank customers who own at least at least one co-branded credit card. First of all, participant responses were subjected to explanatory and confirmatory factor analysis. Afterwards, path analysis was performed in order to determine the effects of the relations between the structures in the model. According to the results, intention to use co-branded credit card is the main determinant of co-brand loyalty (β=0.97 p<0.01). The intention to use a co-branded credit card is directly and positively affected by the perceived benefit of these cards (β=0.47 p<0.01) and the trust in the co-brand (β=0.50 p<0.01). When the indirect effects were examined, it was seen that co-brand loyalty was more affected by the perceived benefit of a co-branded credit card (β=0.87 p<0.01) than trust in the co-brand (β=0.49 p<0.01). This research develops the co-branding literature in financial products as it identifies the key points of success in interbank brand partnerships. On the other hand, it offers some tips to financial product providers that they can use in practice.

Keywords

Financial Products Co-Branding Trust Perceived Benefit

References

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  • Atulkar, S. (2020). Brand trust and brand loyalty in mall shoppers. Marketing Intelligence & Planning, 38(5), 559-572. https://doi.org/10.1108/MIP-02-2019-0095
  • Bass, A. (2004). Licensed extensions - stretching to communicate. Journal of Brand Management, 12(1), 31‐38. https://doi.org/10.1057/palgrave.bm.2540199
  • Bennett, R. and Rundle-Thiele, S. (2002). A comparison of attitudinal loyalty measurement approaches. Journal of Brand Management, 9(3), 193-209. https://doi.org/10.1057/palgrave.bm.2540069
  • Besharat, A. (2010). How co-branding versus brand extensions drive consumers' evaluations of new products: A brand equity approach. Industrial Marketing Management, 39(8), 1240-1249. https://doi.org/10.1016/j.indmarman.2010.02.021
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  • Carlos Roca, J., José García, J. and José de la Vega, J. (2009). The importance of perceived trust, security and privacy in online trading systems. Information Management & Computer Security, 17(2), 96-113. https://doi.org/10.1108/09685220910963983
  • Chin, A.G., Harris, M.A. and Brookshire, R. (2020). An empirical investigation of intent to adopt mobile payment systems using a trust-based extended valence framework. Information Systems Frontiers, 24, 1-19. https://doi.org/10.1007/s10796-020-10080-x
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  • Cunha, M., Forehand, M.R. and Angle, J.W. (2015). Riding coattails: When co-branding helps versus hurts less-known brands. Journal of Consumer Research, 41(5), 1284-1300. https://doi.org/10.1086/679119
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  • Delgado‐Ballester, E. and Munuera‐Alemán, J.L. (2001). Brand trust in the context of consumer loyalty. European Journal of Marketing, 35(11/12), 1238-1258. https://doi.org/10.1108/EUM0000000006475
  • Delgado-Ballester, E., Munuera-Aleman, J.L. and Yague-Guillen, M.J. (2003). Development and validation of a brand trust scale. International Journal of Market Research, 45(1), 35-54. https://doi.org/10.1177/147078530304500103
  • Desai, K.K. and Keller, K.L. (2002). The effects of ingredient branding strategies on host brand extendibility. Journal of Marketing, 66(1), 73-93. https://doi.org/10.1509/jmkg.66.1.73.18450
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  • Fornell C. and Larcker D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18, 39-50. https://doi.org/10.1177/002224378101800104
  • Gan, C.E.C., Cohen, D.A., Hu, B., Tran, M.C., Dong, W. and Wang, A. (2016). The relationship between credit card attributes and the demographic characteristics of card users in China. International Journal of Bank Marketing, 34(7), 966-984. https://doi.org/10.1108/IJBM-09-2015-0133
  • Gefen, D. (2002). Reflections on the dimensions of trust and trustworthiness among online consumers. ACM SIGMIS Database: The DATABASE for Advances in Information Systems, 33(3), 38-53. https://doi.org/10.1145/569905.569910
  • Gefen, D., Karahanna, E. and Straub, D.W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51-90. https://doi.org/30036519
  • George, D. and Mallery, P. (2016). SPSS for windows step by step: A simple guide and reference (14th ed.). New York: Routledge Taylor & Francis.
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There are 70 citations in total.

Details

Primary Language Turkish
Subjects Finance
Journal Section Makaleler
Authors

Ceylan Bozpolat 0000-0002-9672-8308

Publication Date June 30, 2022
Acceptance Date March 23, 2022
Published in Issue Year 2022 Volume: 7 Issue: 2

Cite

APA Bozpolat, C. (2022). Finansal Ürünlerde Ortak Markalama: Ortak Markalı Kredi Kartları Üzerine Bir Çalışma. Ekonomi Politika Ve Finans Araştırmaları Dergisi, 7(2), 407-425. https://doi.org/10.30784/epfad.1070482
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