Bilişsel ve Duygusal Marka Güveninin Satın Alma Davranışı Üzerindeki Etkisi: Erzurum İlinde Bir Araştırma

Yıl 2018, Cilt: 32 Sayı: 2, 247 - 266, 11.05.2018

Engin Yavuz , Sevtap Ünal

Öz

Bu araştırmada bilişsel ve duygusal
marka güveni üzerinde etkili olan faktörleri belirlemek ve güvenin iki
boyutunun tüketicinin çikolatalı krema satın alma davranışı üzerindeki etkisini
belirlenmek amaçlanmıştır. Çalışma, Erzurum ili merkez ilçede 250 kişinin
katılımıyla, yüz yüze anket uygulaması yapılarak gerçekleştirilmiştir. Yapılan
analizler sonucunda her iki markaya duyulan bilişsel ve duygusal marka güveninde
farklı değişkenlerin etkili olduğu, satın alma davranışı üzerinde ise sadece
duygusal marka güveninin etkili olduğu görülmüştür.

Anahtar Kelimeler

Satın alma Davranışı, Bilişsel Marka Güveni

Kaynakça

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