MARKA KİŞİLİĞİNİN MARKA SADAKATİ ÜZERİNDEKİ ETKİSİNDE ÜRÜN İLGİLENİMİNİN DÜZENLEYİCİ (MODERATÖR) ROLÜ

Yıl 2017, 22. UPK Ahmet Hamdi İSLAMOĞLU Özel Sayısı, 45 - 58, 25.12.2017

Aysel Erciş Engin Yavuz Bahar Türk

https://doi.org/10.18092/ulikidince.349042

Cited By: 1

Öz

21.yy.da
teknolojide yaşanan önemli gelişmeler tüketici dikkatinin belirli markalar
üzerinde tutulmasını zorlaştırmaktadır. Dijital çağ olarak adlandırılan bu
dönemde özellikle mobil telefon markaları arasında ciddi bir rekabet olduğu
görülmektedir. En büyük rekabet Apple ve Samsung markaları arasındadır. İki
markanın da markalarının kişiliklerini ve tüketici sadakatini korumaya
çalışmakta oldukları dikkat çekmektedir. Bu nedenle ürünlerine olan
ilgilenimini canlı tutmak için çaba harcadıkları görülmektedir. Bu çalışmada
marka kişiliği ve marka sadakati arasındaki ilişkide ürün ilgileniminin
düzenleyici etkisi olup olmadığı tespit edilmeye çalışılmıştır. Araştırma
modeli her iki marka için ayrı ayrı test edilerek yorumlanmıştır. Çalışma
Erzurum ili Merkez ilçede 210 kişini katılımıyla yüz yüze anket uygulanarak
gerçekleştirilmiştir. Yapılan analizler sonucunda her iki markada da ürün
ilgileniminin, marka kişiliğinin marka sadakati üzerindeki etkisinde
düzenleyici role sahip olduğu ancak markaların kişilik alt boyutlarında farklı
algılandıkları ortaya çıkmıştır.  

Anahtar Kelimeler

Marka Kişiliği, Marka Sadakati, Ürün İlgilenimi, Düzenleyici Etki

THE MODERATOR ROLE OF PRODUCT INVOLVEMENT AT THE EFFECT OF BRAND PERSONALITY ON BRAND LOYALTY

Öz

Important
developments in technology in the twenty-first century make it difficult to
keep consumer attention on certain brand. It is seen that there is a serious
competition especially in the mobile phone brands in this period called digital
age. The biggest competition is between Apple and Samsung brands. Both brands
are trying to protect the personalities of their brands and the loyalty of
their customers. It seems that they are trying to keep the involvement for
their products alive. In this study, it has been tried to determine whether the
relation between brand personality and brand loyalty is the regulatory effect
of the product involvement. The research model has been tested and interpreted
separately for both brands. The study was conducted by applying face to face
questionnaire with the participation of 210 people in the central district of
Erzurum. As a result of the analysis, it was revealed that the product involvement
of both brands had a regulatory role in the effect of the brand personality on
the brand loyalty but they perceived differently in the personality
sub-dimensions of the brands.

Anahtar Kelimeler

Brand Personality, Brand Loyalty, Product Involvement, Moderator Effect

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