The Mediating Role Of Brand Equity in the Impact of Electronic Word of Mouth and Brand Authenticity on Purchase Intention

Abstract

The primary objective of this study is to analyze the effects of electronic word of mouth and brand authenticity on purchase intention, and to evaluate the mediating role of brand equity in these relationships. This research was carried out among users of the top 10 automobile brands that achieved the highest sales volumes in Turkey during the period from 2004 to October 2023. The group sampling approach was employed to accurately represent the universe. A total of 522 automotive users were contacted via the internet and authorized sales dealers. Data analysis was conducted using the SPSS 26 and AMOS 23 software packages. The study conceptualized electronic word of mouth communication as a single-dimensional construct, whereas brand authenticity was analyzed through its components of originality and reliability. The mediating variable, brand equity, was examined across three dimensions: perceived quality, brand loyalty, and brand awareness. Meanwhile, the dependent variable, purchase intention, was assessed as a unidimensional construct. The analyses revealed that electronic word of mouth and brand authenticity have a significant effect on consumers' purchase intention, and that brand equity serves as a mediating variable in this relationship.

Keywords

• Electronic Word of Mouth
• Brand Authenticity
• Brand Equity
• Purchase Intention
• Automotive Industry

Elektronik Ağızdan Ağıza İletişimin ve Marka Özgünlüğünün Satın Alma Niyeti Üzerindeki Etkisinde Marka Değerinin Aracı Rolü

Öz

Çalışmanın temel amacı, elektronik ağızdan ağıza iletişim ve marka özgünlüğünün satın alma niyeti üzerindeki etkilerini analiz etmek ve bu etkilerde marka denkliğinin aracı bir değişken olarak oynadığı rolü değerlendirmektir. Araştırma, Türkiye'de 2004 yılı ile 2023 yılı Ekim ayı arasındaki dönemde en yüksek satış hacmine ulaşan ilk 10 otomobil markasının kullanıcıları üzerinde gerçekleştirilmiştir. Evrenin en doğru bir şekilde temsil edilebilmesi için zümrelere göre örnekleme yöntemi kullanılmıştır. Online ortam ve yetkili satış bayileri aracılığıyla 522 otomobil kullanıcısına ulaşılmıştır. Verilerin analizi SPSS 26 ve AMOS 23 paket programları ile yapılmıştır. Çalışmada bağımsız değişkenlerden elektronik ağızdan ağıza iletişim tek boyut, marka özgünlüğü ise orijinallik ve güvenilirlik boyutları üzerinden ele alınmıştır. Aracı değişken olan marka denkliği, algılanan kalite, marka sadakati ve marka farkındalığı boyutları üzerinden ele alınırken, bağımlı değişken olan satın alma niyeti tek boyut üzerinden incelenmiştir. Yapılan analizler neticesinde tüketicilerin satın alma niyeti üzerinde elektronik ağızdan ağıza iletişim ve marka özgünlüğünün etkisi olduğu ve bu etkiye marka denkliği değişkeninin aracılık ettiği tespit edilmiştir.

Anahtar Kelimeler

• Elektronik Ağızdan Ağıza İletişim
• Marka Özgünlüğü
• Marka Denkliği
• Satın Alma Niyeti
• Otomotiv Sektörü

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