THE IMPACT OF BRAND PRESTIGE AND CREDIBILITY ON BRAND LOYALTY: AN APPLICATION IN AUTOMOTIVE SECTOR

Yıl 2017, 22. UPK Ahmet Hamdi İSLAMOĞLU Özel Sayısı, 163 - 180, 19.12.2017

Şükrü Yapraklı Ercan Keser

https://doi.org/10.18092/ulikidince.346993

Öz

The main purpose of this study is to identify the impact of brand
prestige and credibility in automotive sector on brand loyalty. Besides this
primary purpose, it also aims to determine the impact of brand prestige and credibility
on the variables of perceived quality, perceived risk, diminishing costs of
information and perceived monetary value as well as the impact of these
variables on brand loyalty. Conducted on car owners living in Erzurum, the
research employs survey method with a sample of 573 people to obtain data.
Arithmetic means, standard deviation, frequency distribution, reliability
analysis, confirmatory factor analysis, and regression analysis are used in
data analysis. Analyses are conducted via Lisrel 8.51 and SPSS 20.0 pocket
statistical software. In the light of the regression analyses conducted in the
research, it identifies that brand prestige and credibility has a significant
and positive impact on brand loyalty, perceived quality, diminishing costs of
information and perceived monetary value. In addition, it is also determined
that perceived quality, diminishing costs of information and perceived monetary
value have a significant and positive impact on brand loyalty.

Anahtar Kelimeler

Brand Credibility, Brand Prestige, Brand Loyalty, Automotive Sector

MARKA PRESTİJİNİN VE KREDİBİLİTESİNİN MARKA SADAKATİ ÜZERİNDEKİ ETKİSİ: OTOMOTİV SEKTÖRÜNDE BİR UYGULAMA

Öz

Bu çalışmanın temel amacı otomotiv sektöründe marka prestiji ve
kredibilitesinin marka sadakati üzerindeki etkisinin belirlenmesidir. Bu temel
amacın yanı sıra araştırmada marka prestiji ve kredibilitesinin algılanan
kalite, algılanan risk, azalan bilgi maliyetleri ve algılanan parasal değer değişkenleri
üzerinde, bu değişkenlerin de marka sadakati üzerindeki etkisinin belirlenmesi
de amaçlanmaktadır. Araştırmanın kapsamını Erzurum’da yaşayan otomobil
sahipleri oluşturmaktadır. Araştırmada verilerin elde edilmesinde anket yöntemi
kullanılmış ve araştırma 573 kişi üzerinde gerçekleştirilmiştir. Verilerin
analizinde aritmetik ortalama,
standart sapma, frekans dağılımı, güvenilirlik analizi, doğrulayıcı faktör
analizi ve regresyon analizi kullanılmıştır. Analizler Lisrel 8.51 ve SPSS 20.0
paket istatistik programları kullanılarak yapılmıştır. Araştırmada uygulanan regresyon analizleri sonucunda marka prestiji ve kredibilitesinin
marka sadakati, algılanan kalite, azalan bilgi maliyetleri ve algılanan parasal
değer üzerinde anlamlı ve pozitif yönde bir etkiye sahip olduğu belirlenmiştir.
Bununla birlikte marka sadakati üzerinde de algılanan kalitenin, azalan bilgi
maliyetlerinin ve algılanan parasal değerin anlamlı ve pozitif yönde bir etkisinin
bulunduğu tespit edilmiştir.

Anahtar Kelimeler

Marka Kredibilitesi, Marka Prestiji, Marka Sadakati, Otomotiv Sektörü

Kaynakça

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