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MARKA ETKİLEŞİMİ VE MARKA DENEYİMİ İLİŞKİSİNDE SOSYAL ETKİ VE MARKA GÜVENİNİN DÜZENLEYİCİ ROLÜ

Year 2022, Volume: 15 Issue: 2, 428 - 450, 30.05.2022

Abstract

Tüketici pazarlarındaki yoğun rekabet ve yüksek dinamizmin etkisiyle, güçlü marka deneyimi yaratmak işletmelerin temel amaçlarından biri haline gelmiş ve pazarlama literatüründe deneyimi anlamaya ve açıklamaya yönelik çalışmaların önemini ve sayısını artırmıştır. Mevcut marka deneyimi literatüründen yola çıkan bu araştırmada, marka etkileşiminin marka deneyimi üzerindeki etkisinde sosyal etki ve marka güveninin düzenleyici rolü incelenmektedir. Araştırmada öne sürülen kavramsal model 215 Türk tüketiciden toplanan anket verisi ile yapısal eşitlik modeli üzerinden test edilmiştir. Analiz sonuçları marka etkileşiminin marka deneyimini olumlu yönde etkilediğini ve bu etkinin yüksek sosyal etki durumunda daha güçlü olduğunu ortaya koymuştur. Ancak, beklenenin aksine, marka güveni marka etkileşimi – marka deneyimi ilişkisini zayıflatmaktadır. Bunların yanında, marka deneyimi tüketicilerin daha çok harcama isteğini artırmaktadır. Teoriye ve yöneticilere öneriler sunan çalışma, gelecek araştırmalar için yararlı önerilerle sonlanmaktadır.

References

  • Aaker, D. A., (1996). Building Strong Brands, Free Press. New York.
  • Aiken, L. S., & West, S. G. (1991). Multiple regression: Testing and interpreting interactions. Newbury Park, CA: Sage.
  • Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411.
  • Becerra, E. P., & Badrinarayanan, V. (2013). The influence of brand trust and brand identification on brand evangelism. Journal of Product & Brand Management, 22(5/6), 371-383.
  • Becker, L., & Jaakkola, E. (2020). Customer experience: Fundamental premises and implications for research. Journal of the Academy of Marketing Science, 48(4), 630-648.
  • Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty?. Journal of Marketing, 73(3), 52-68.
  • Brislin, R. W. (1970). Back-translation for cross-cultural research. Journal of Cross-cultural Psychology, 1(3), 185-216.
  • Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252-271.
  • Cameron, Trudy A. and Michelle D. James (1987). Estimating Willingness to Pay from Survey Data: An Alternative Pre-Test- Market Evaluation Procedure. Journal of Marketing Research, 24, 389-395.
  • Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing, 65(2), 81-93.
  • Coelho, F. J., Bairrada, C. M., & de Matos Coelho, A. F. (2020). Functional brand qualities and perceived value: The mediating role of brand experience and brand personality. Psychology & Marketing, 37(1), 41-5.
  • Cohen, J., & Golden, E. (1972). Informational social influence and product evaluation. Journal of Applied Psychology, 56(1), 54–59.
  • Das, G., Agarwal, J., Malhotra, N. K., & Varshneya, G. (2019). Does brand experience translate into brand commitment?: A mediated-moderation model of brand passion and perceived brand ethicality. Journal of Business Research, 95(2019), 479-490.
  • Deutsch, M., & Gerard, H. (1955). A study of normative and informational social influences upon individual judgment. Journal of Abnormal and Social Psychology, 51(3), 629–636.
  • Dillman, D. A. (2000). Mail and internet surveys: The tailored design method (Vol. 2). New York: Wiley.
  • Ding, C. G., & Tseng, T. H. (2015). On the relationships among brand experience, hedonic emotions, and brand equity. European Journal of Marketing, 49(7/8), 994-1015.
  • Dwivedi, A., Nayeem, T., & Murshed, F. (2018). Brand experience and consumers’ willingness-to-pay (WTP) a price premium: Mediating role of brand credibility and perceived uniqueness. Journal of Retailing and Consumer Services, 44(2018), 100-107.
  • Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
  • Global Coffee Report (2017). International Coffee Organization report: market recovery after years of low prices. Available at: https://www.gcrmag.com/international-coffee-organization-report-market-recovery-after-years-of-low-prices/
  • Gupta, S., Pansari, A., & Kumar, V. (2018). Global customer engagement. Journal of International Marketing, 26(1), 4-29.
  • Hair Jr, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review. 26(2), 106-121.
  • Harmeling, C. M., Moffett, J. W., Arnold, M. J., & Carlson, B. D. (2017). Toward a theory of customer engagement marketing. Journal of the Academy of Marketing Science, 45(3), 312-335.
  • Hirschmann, E.C. & Holbrook, M.B. (1982). Hedonic consumption: Emerging concepts, methods, and propositions. Journal of Marketing, 46(Summer), 92-101.
  • Hollebeek, L. (2011). Exploring customer brand engagement: definition and themes. Journal of Strategic Marketing, 19(7), 555-573.
  • Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing 28(2), 149–165.
  • Homburg, C., Koschate, N., & Hoyer, W. D. (2005). Do satisfied customers really pay more? A study of the relationship between customer satisfaction and willingness to pay. Journal of Marketing, 69(2), 84-96.
  • Hultén, B. (2011). Sensory marketing: The multi‐sensory brand‐experience concept. European Business Review, 23(3), 256-273.
  • Hwang, J., Choe, J. Y. J., Kim, H. M., & Kim, J. J. (2021). Human baristas and robot baristas: How does brand experience affect brand satisfaction, brand attitude, brand attachment, and brand loyalty?. International Journal of Hospitality Management, 99(2019), 103050.
  • Iglesias, O., Markovic, S., & Rialp, J. (2019). How does sensory brand experience influence brand equity? Considering the roles of customer satisfaction, customer affective commitment, and employee empathy. Journal of Business Research, 96(2019), 343-354.
  • Islam, J. U., Hollebeek, L. D., Rahman, Z., Khan, I., & Rasool, A. (2019). Customer engagement in the service context: An empirical investigation of the construct, its antecedents and consequences. Journal of Retailing and Consumer Services, 50(2019), 277-285.
  • Jiménez-Barreto, J., Rubio, N., Campo, S., & Molinillo, S. (2020). Linking the online destination brand experience and brand credibility with tourists’ behavioral intentions toward a destination. Tourism Management, 79(2020), 104101.
  • Khan, I., & Fatma, M. (2017). Antecedents and outcomes of brand experience: an empirical study. Journal of Brand Management, 24(5), 439-452.
  • Klaus, P., & Maklan, S. (2011). Bridging the gap for destination extreme sports: a model of sports tourism customer experience. Journal of Marketing Management, 27(13–14), 1341–1365.
  • Klein, J. F., Falk, T., Esch, F. R., & Gloukhovtsev, A. (2016). Linking pop‐up brand stores to brand experience and word of mouth: The case of luxury retail. Journal of Business Research, 69(12), 5761–5767.
  • Kong, H. M., Witmaier, A., & Ko, E. (2021). Sustainability and social media communication: How consumers respond to marketing efforts of luxury and non-luxury fashion brands. Journal of Business Research, 131(2021), 640-651.
  • Kumar, V., & Pansari, A. (2016). Competitive advantage through engagement. Journal of Marketing Research, 53(4), 497-514.
  • Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96.
  • Marketing Turkiye. (2021). Kahvenin kokusunda rağbet var. Available at: https://www.marketingturkiye.com.tr/haberler/kahvenin-kokusunda-rekabet-var/
  • Moreira, A. C., Fortes, N., & Santiago, R. (2017). Influence of sensory stimuli on brand experience, brand equity and purchase intention. Journal of Business Economics and Management, 18(1), 68-83.
  • Netemeyer, R. G., Krishnan, B., Pullig, C., Wang, G., Yagci, M., Dean, D., ... & Wirth, F. (2004). Developing and validating measures of facets of customer-based brand equity. Journal of Business Research, 57(2), 209-224.
  • Nunnally, J. C. (1978). Psychometric theory (2nd ed.). New York, NY: McGraw-Hill.
  • Nysveen, H., Pedersen, P. E., & Skard, S. (2013). Brand experiences in service organizations: Exploring the individual effects of brand experience dimensions. Journal of Brand Management, 20(5), 404-423.
  • Pansari, A., & Kumar, V. (2017). Customer engagement: The construct, antecedents, and consequences. Journal of the Academy of Marketing Science, 45(3), 294-311.
  • Pedersen, P. E., & Nysveen, H. (2003). Using the Theory of Planned Behavior to Explain Teenager's Adoption of Text Messaging Services. Working Paper.
  • Perry, M., & Hamm, B. C. (1969). Canonical analysis of relations between socioeconomic risk and personal influence in purchase decisions. Journal of Marketing Research, 6(3), 351–354.
  • Pine II, B. J. & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard Business Review, 76(4), 97-106.
  • Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879-903.
  • Prentice, C., Wang, X., & Loureiro, S. M. C. (2019). The influence of brand experience and service quality on customer engagement. Journal of Retailing and Consumer Services, 50(2019), 50-59.
  • Rather, R. A., & Hollebeek, L. D. (2021). Customers’ service-related engagement, experience, and behavioral intent: Moderating role of age. Journal of Retailing and Consumer Services, 60, 102453.
  • Sahin, A., Zehir, C., & Kitapci, H. (2012). The effects of brand experience and service quality on repurchase intention: The role of brand relationship quality. African Journal of Business Management, 6(45), 11190–11201.
  • Schmitt, B.H. (2009). The concept of brand experience. Journal of Marketing Management 16(7), 417–419.
  • Schmitt, B. H., Brakus, J., & Zarantonello, L. (2015). From experiential psychology to consumer experience. Journal of Consumer Psychology, 25(1), 166–171.
  • Singh, D., Bajpai, N., & Kulshreshtha, K. (2021). Brand experience-brand love relationship for Indian hypermarket brands: The moderating role of customer personality traits. Journal of Relationship Marketing, 20(1), 20-41.
  • Smith, G.E. & Nagle, T.T. (2002). How much are your customers willing to pay?. Marketing Research, 14(4), 20-25.
  • Svejenova, S. (2006). How much does trust really matter? Some reflections on the significance and implications of Madhok's trust-based approach. Journal of International Business Studies, 37(1), 12-20.
  • Tan, T. M., Salo, J., Juntunen, J., & Kumar, A. (2018). The role of temporal focus and self-congruence on consumer preference and willingness to pay: A new scrutiny in branding strategy. European Journal of Marketing, 53(1), 37-62.
  • Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253-266.
  • Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A. (2009). Customer experience creation: Determinants, dynamics and management strategies. Journal of Retailing, 85(1), 31-41.

THE RELATIONSHIP BETWEEN BRAND ENGAGEMENT AND BRAND EXPERIENCE: THE MODERATING ROLES OF SOCIAL INFLUENCE AND BRAND TRUST

Year 2022, Volume: 15 Issue: 2, 428 - 450, 30.05.2022

Abstract

In the era of fierce competition and high market dynamism, creating superior brand experience has been one of the key objectives of companies, which in turn fostered the importance and number of experience studies in the marketing literature. Drawing from extant brand experience literature, this study aims to investigate the boundary roles of social influence and brand trust in the relationship between brand engagement and brand experience. A conceptual framework is tested using structural equation modeling with survey responses from 215 Turkish consumers. The data analysis results reveal that brand engagement is positively related to brand experience and this positive relationship is stronger in the case of higher social influence. Contrary to expectations, brand trust negatively moderates the brand engagement – brand experience link. Further, brand experience increases consumers’ willingness to pay. The study provides theoretical and practical implications and ends with fruitful future study directions.

References

  • Aaker, D. A., (1996). Building Strong Brands, Free Press. New York.
  • Aiken, L. S., & West, S. G. (1991). Multiple regression: Testing and interpreting interactions. Newbury Park, CA: Sage.
  • Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411.
  • Becerra, E. P., & Badrinarayanan, V. (2013). The influence of brand trust and brand identification on brand evangelism. Journal of Product & Brand Management, 22(5/6), 371-383.
  • Becker, L., & Jaakkola, E. (2020). Customer experience: Fundamental premises and implications for research. Journal of the Academy of Marketing Science, 48(4), 630-648.
  • Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty?. Journal of Marketing, 73(3), 52-68.
  • Brislin, R. W. (1970). Back-translation for cross-cultural research. Journal of Cross-cultural Psychology, 1(3), 185-216.
  • Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252-271.
  • Cameron, Trudy A. and Michelle D. James (1987). Estimating Willingness to Pay from Survey Data: An Alternative Pre-Test- Market Evaluation Procedure. Journal of Marketing Research, 24, 389-395.
  • Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing, 65(2), 81-93.
  • Coelho, F. J., Bairrada, C. M., & de Matos Coelho, A. F. (2020). Functional brand qualities and perceived value: The mediating role of brand experience and brand personality. Psychology & Marketing, 37(1), 41-5.
  • Cohen, J., & Golden, E. (1972). Informational social influence and product evaluation. Journal of Applied Psychology, 56(1), 54–59.
  • Das, G., Agarwal, J., Malhotra, N. K., & Varshneya, G. (2019). Does brand experience translate into brand commitment?: A mediated-moderation model of brand passion and perceived brand ethicality. Journal of Business Research, 95(2019), 479-490.
  • Deutsch, M., & Gerard, H. (1955). A study of normative and informational social influences upon individual judgment. Journal of Abnormal and Social Psychology, 51(3), 629–636.
  • Dillman, D. A. (2000). Mail and internet surveys: The tailored design method (Vol. 2). New York: Wiley.
  • Ding, C. G., & Tseng, T. H. (2015). On the relationships among brand experience, hedonic emotions, and brand equity. European Journal of Marketing, 49(7/8), 994-1015.
  • Dwivedi, A., Nayeem, T., & Murshed, F. (2018). Brand experience and consumers’ willingness-to-pay (WTP) a price premium: Mediating role of brand credibility and perceived uniqueness. Journal of Retailing and Consumer Services, 44(2018), 100-107.
  • Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
  • Global Coffee Report (2017). International Coffee Organization report: market recovery after years of low prices. Available at: https://www.gcrmag.com/international-coffee-organization-report-market-recovery-after-years-of-low-prices/
  • Gupta, S., Pansari, A., & Kumar, V. (2018). Global customer engagement. Journal of International Marketing, 26(1), 4-29.
  • Hair Jr, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review. 26(2), 106-121.
  • Harmeling, C. M., Moffett, J. W., Arnold, M. J., & Carlson, B. D. (2017). Toward a theory of customer engagement marketing. Journal of the Academy of Marketing Science, 45(3), 312-335.
  • Hirschmann, E.C. & Holbrook, M.B. (1982). Hedonic consumption: Emerging concepts, methods, and propositions. Journal of Marketing, 46(Summer), 92-101.
  • Hollebeek, L. (2011). Exploring customer brand engagement: definition and themes. Journal of Strategic Marketing, 19(7), 555-573.
  • Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing 28(2), 149–165.
  • Homburg, C., Koschate, N., & Hoyer, W. D. (2005). Do satisfied customers really pay more? A study of the relationship between customer satisfaction and willingness to pay. Journal of Marketing, 69(2), 84-96.
  • Hultén, B. (2011). Sensory marketing: The multi‐sensory brand‐experience concept. European Business Review, 23(3), 256-273.
  • Hwang, J., Choe, J. Y. J., Kim, H. M., & Kim, J. J. (2021). Human baristas and robot baristas: How does brand experience affect brand satisfaction, brand attitude, brand attachment, and brand loyalty?. International Journal of Hospitality Management, 99(2019), 103050.
  • Iglesias, O., Markovic, S., & Rialp, J. (2019). How does sensory brand experience influence brand equity? Considering the roles of customer satisfaction, customer affective commitment, and employee empathy. Journal of Business Research, 96(2019), 343-354.
  • Islam, J. U., Hollebeek, L. D., Rahman, Z., Khan, I., & Rasool, A. (2019). Customer engagement in the service context: An empirical investigation of the construct, its antecedents and consequences. Journal of Retailing and Consumer Services, 50(2019), 277-285.
  • Jiménez-Barreto, J., Rubio, N., Campo, S., & Molinillo, S. (2020). Linking the online destination brand experience and brand credibility with tourists’ behavioral intentions toward a destination. Tourism Management, 79(2020), 104101.
  • Khan, I., & Fatma, M. (2017). Antecedents and outcomes of brand experience: an empirical study. Journal of Brand Management, 24(5), 439-452.
  • Klaus, P., & Maklan, S. (2011). Bridging the gap for destination extreme sports: a model of sports tourism customer experience. Journal of Marketing Management, 27(13–14), 1341–1365.
  • Klein, J. F., Falk, T., Esch, F. R., & Gloukhovtsev, A. (2016). Linking pop‐up brand stores to brand experience and word of mouth: The case of luxury retail. Journal of Business Research, 69(12), 5761–5767.
  • Kong, H. M., Witmaier, A., & Ko, E. (2021). Sustainability and social media communication: How consumers respond to marketing efforts of luxury and non-luxury fashion brands. Journal of Business Research, 131(2021), 640-651.
  • Kumar, V., & Pansari, A. (2016). Competitive advantage through engagement. Journal of Marketing Research, 53(4), 497-514.
  • Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96.
  • Marketing Turkiye. (2021). Kahvenin kokusunda rağbet var. Available at: https://www.marketingturkiye.com.tr/haberler/kahvenin-kokusunda-rekabet-var/
  • Moreira, A. C., Fortes, N., & Santiago, R. (2017). Influence of sensory stimuli on brand experience, brand equity and purchase intention. Journal of Business Economics and Management, 18(1), 68-83.
  • Netemeyer, R. G., Krishnan, B., Pullig, C., Wang, G., Yagci, M., Dean, D., ... & Wirth, F. (2004). Developing and validating measures of facets of customer-based brand equity. Journal of Business Research, 57(2), 209-224.
  • Nunnally, J. C. (1978). Psychometric theory (2nd ed.). New York, NY: McGraw-Hill.
  • Nysveen, H., Pedersen, P. E., & Skard, S. (2013). Brand experiences in service organizations: Exploring the individual effects of brand experience dimensions. Journal of Brand Management, 20(5), 404-423.
  • Pansari, A., & Kumar, V. (2017). Customer engagement: The construct, antecedents, and consequences. Journal of the Academy of Marketing Science, 45(3), 294-311.
  • Pedersen, P. E., & Nysveen, H. (2003). Using the Theory of Planned Behavior to Explain Teenager's Adoption of Text Messaging Services. Working Paper.
  • Perry, M., & Hamm, B. C. (1969). Canonical analysis of relations between socioeconomic risk and personal influence in purchase decisions. Journal of Marketing Research, 6(3), 351–354.
  • Pine II, B. J. & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard Business Review, 76(4), 97-106.
  • Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879-903.
  • Prentice, C., Wang, X., & Loureiro, S. M. C. (2019). The influence of brand experience and service quality on customer engagement. Journal of Retailing and Consumer Services, 50(2019), 50-59.
  • Rather, R. A., & Hollebeek, L. D. (2021). Customers’ service-related engagement, experience, and behavioral intent: Moderating role of age. Journal of Retailing and Consumer Services, 60, 102453.
  • Sahin, A., Zehir, C., & Kitapci, H. (2012). The effects of brand experience and service quality on repurchase intention: The role of brand relationship quality. African Journal of Business Management, 6(45), 11190–11201.
  • Schmitt, B.H. (2009). The concept of brand experience. Journal of Marketing Management 16(7), 417–419.
  • Schmitt, B. H., Brakus, J., & Zarantonello, L. (2015). From experiential psychology to consumer experience. Journal of Consumer Psychology, 25(1), 166–171.
  • Singh, D., Bajpai, N., & Kulshreshtha, K. (2021). Brand experience-brand love relationship for Indian hypermarket brands: The moderating role of customer personality traits. Journal of Relationship Marketing, 20(1), 20-41.
  • Smith, G.E. & Nagle, T.T. (2002). How much are your customers willing to pay?. Marketing Research, 14(4), 20-25.
  • Svejenova, S. (2006). How much does trust really matter? Some reflections on the significance and implications of Madhok's trust-based approach. Journal of International Business Studies, 37(1), 12-20.
  • Tan, T. M., Salo, J., Juntunen, J., & Kumar, A. (2018). The role of temporal focus and self-congruence on consumer preference and willingness to pay: A new scrutiny in branding strategy. European Journal of Marketing, 53(1), 37-62.
  • Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253-266.
  • Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A. (2009). Customer experience creation: Determinants, dynamics and management strategies. Journal of Retailing, 85(1), 31-41.
There are 58 citations in total.

Details

Primary Language English
Subjects Business Administration
Journal Section Research Articles
Authors

Merve Vardarsuyu 0000-0002-7676-6294

Publication Date May 30, 2022
Submission Date November 8, 2021
Published in Issue Year 2022 Volume: 15 Issue: 2

Cite

APA Vardarsuyu, M. (2022). THE RELATIONSHIP BETWEEN BRAND ENGAGEMENT AND BRAND EXPERIENCE: THE MODERATING ROLES OF SOCIAL INFLUENCE AND BRAND TRUST. Pazarlama Ve Pazarlama Araştırmaları Dergisi, 15(2), 428-450.