KİŞİLİK ÖZELLİKLERİ, HEDONİK VE RASYONEL FAYDA, MARKA DUYGUSU VE MARKA BAĞLILIĞI ARASINDAKİ İLİŞKİLERİN BELİRLENMESİNE YÖNELİK BİR ARAŞTIRMA

Year 2010, Volume: 24 Issue: 2, 141 - 165, 06.07.2011

Arzu Deniz Aysel Erciş

Abstract

 In this study it is aimed to determine relationships among consumers’ personality traits, their hedonic and utilitarian benefit expected from product, brand affect and brand loyalty. Thus two product group were selected and tested with the path analysis by composing two model for them. According to results consumers’ ,who have mobile phone, conscientiousness and
agreeableness traits outshine and they expected utilitarian benefit from the product. Consumers’, who have sports shoes, extraversion and openess to experience traits outshine and they expected hedonic benefit from the product. In addition these expectations affect consumers’ brand affect and brand loyalty

Keywords

Personality Traits, Hedonic and Utilitarian Benefit, Brand Affect and Brand Loyalty

KİŞİLİK ÖZELLİKLERİ, HEDONİK VE RASYONEL FAYDA, MARKA DUYGUSU VE MARKA BAĞLILIĞI ARASINDAKİ İLİŞKİLERİN BELİRLENMESİNE YÖNELİK BİR ARAŞTIRMA

Abstract

Bu araştırmada tüketicilerin kişilik özellikleri, üründen
bekledikleri hedonik ve rasyonel fayda, markaya yönelik duyguları ve marka
bağlılıkları arasındaki ilişkilerin belirlenmesi amaçlanmıştır. Bunun için iki ürün
grubu seçilmiş ve ürün grupları için iki ayrı model oluşturularak path analizi ile
test edilmiştir. Analiz sonuçlarına göre cep telefonu sahibi tüketicilerin
sorumluluk ve uyumluluk kişilik özelliği öne çıkmaktadır ve bu kişiler üründen
rasyonel fayda beklemektedirler. Spor ayakkabı sahibi tüketicilerin ise
dışadönüklük ve yeniliklere açık olma kişilik özellikleri öne çıkmaktadır ve bu
kişiler üründen hedonik fayda beklemektedirler. Ayrıca bu beklentiler onların
markaya yönelik duygularını ve sonuçta marka bağlılıklarını etkilemektedir.

Keywords

Kişilik Özellikleri, Hedonik ve Rasyonel Fayda, Marka Duygusu ve Marka Bağlılığı

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