Marka Deneyimi ile Marka Sevgisi Arasındaki İlişkinin Belirleyicileri ve Marka Sevgisinin Davranışsal Sonuçları

Year 2023, Volume: 18 Issue: 3, 688 - 706, 01.12.2023

Abdulbaki Baran Aydın Kayabaşı

https://doi.org/10.17153/oguiibf.1258124

Abstract

Bu çalışma, tüketici-marka ilişkisi teorisi çerçevesinde marka deneyimi ile marka sevgisi arasındaki ilişkide marka düşkünlüğünün düzenleyici rolünü, marka prestiji ve marka güvencesinin aracı rolünü araştırmaktadır. Ayrıca marka sevgisinin davranışsal çıktıları olan yeniden satın alma niyeti (YSN) ile yüksek fiyat ödeme isteği (YFÖİ) üzerindeki etkilerini incelemektedir. Araştırma markayı olumlu deneyimleyen tüketicilerin marka sevgisini şekillendirmedeki süreçlerin anlaşılmasına odaklanmıştır. Apple akıllı telefon kullanıcıları üzerinde yapılan araştırma sonucunda marka düşkünlüğünün düşük, orta ve yüksek olduğu durumlarda marka deneyiminin marka sevgisi üzerindeki etkisini daha da artırdığı görülmüştür. Marka prestiji ve marka güvencesinin ise orta değere yakın bir etki büyüklüğüne (K2) sahip olduğu tespit edilmiştir. Ayrıca marka sevgisi YSN ve YFÖİ üzerinde önemli bir etkiye sahiptir.

Keywords

Marka Deneyimi, Marka Sevgisi, Marka Güvencesi, Marka Prestiji, Marka Düşkünlüğü

Determinants of the Relationship between Brand Experience and Brand Love and Behavioural Results of Brand Love

Abstract

This study investigates the moderator role of brand dependence (BD), the mediator role of brand prestige (BP), and brand credibility (BC) in the relationship between brand experience (BE) and brand love (BL) within the framework of consumer-brand relationship theory. It also examines the effects of brand love's behavioural outputs on repurchase intention and willingness to pay premium price (WTP). The research focused on understanding the processes that shape brand love among consumers who experience the brand positively. As a result of the research conducted on Apple smartphone users, it has been observed that when BD is low, medium, and high, the BE further increases its impact on BL. It has been determined that BP and BC have an effect size close to the median (K2). Also, BL has a significant impact on repurchase intention and WTP.

Keywords

Brand Experience, Brand Love, Brand Credibility, Brand Prestige, Brand Dependence

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