Marka Saygısının Marka Sadakati ve Satın Alma Niyetine Etkisi: Gıda Perakendecileri Üzerine Bir Araştırma

İrfan Akyüz

doi:10.38057/bifd.1919808

TR EN

Marka Saygısının Marka Sadakati ve Satın Alma Niyetine Etkisi: Gıda Perakendecileri Üzerine Bir Araştırma

Abstract

Bu çalışmanın amacı, marka saygısının marka sadakati ve satınalma niyetine etkisini, gıda perakendecileri (market) özelinde, ölçmektir. Çalışmanın iki alt amacı bulunmaktadır. İlk alt amaç, marka saygısının; marka performansı, marka güveni, marka itibarı ve marka kabulünden oluşan alt boyutlarının marka sadakati ve satın alma niyetine ne ölçüde etki ettiğinin tespit edilmesidir. Bir diğer alt amaç ise, tüketicilerin demografik faktörlere ve alışveriş alışkanlıklarına göre varsa farklılıklarının incelenmesidir. Araştırma, 11-30 Kasım 2025 tarihleri arasında İstanbul’da yaşayan, 18 yaş üzerinde olup market alışverişi yapan 364 tüketici ile çevrimiçi olarak gerçekleştirilmiştir. Elde edilen veriler SPSS ve AMOS yazılımları kullanılarak analiz edilmiştir. Buna göre, marka saygısı marka sadakatini ve satınalma niyetini pozitif yönde etkilemekte olup, saygının satınalma niyeti üzerinde sadakate göre daha güçlü bir etkisi olduğu söylenebilir. Ayrıca, marka saygısının performans ve kabul alt boyutları diğer alt boyutlardan farklı olarak hem satınalma niyeti hem de sadakati etkilemektedir. Farklı market markalarına göre, A101 ve BİM tüketicilerinin marka saygısı ve marka sadakatinde benzeştikleri, File ve Migros tüketicilerinin ise, bu bağlamda farklılık gösterdikleri tespit edilmiştir. Satınalma niyeti açısından, A101 tüketicilerinin değerlendirmeleri, diğer üç markete göre daha düşüktür.

Keywords

Marka Saygısı, Marka Sadakati, Satınalma Niyeti, Gıda Perakendeciliği, Tüketici Davranışı

The Impact of Brand Respect on Brand Loyalty and Purchase Intention: A Study on Food Retailers

Abstract

The aim of this study is to measure the effect of brand respect on brand loyalty and purchase intention, specifically within the context of food retailers (supermarkets). The study includes two sub-objectives. The first sub-objective is to determine the extent to which the sub-dimensions of brand respect—comprising brand performance, brand trust, brand reputation and brand acceptance—influence brand loyalty and purchase intention. The second sub-objective is to examine any differences among consumers based on demographic factors and shopping habits. The research was conducted online between 11 and 30 November 2025 with 364 consumers aged 18 and over living in Istanbul who shop at supermarkets. The data obtained were analysed using SPSS and AMOS software. Accordingly, brand respect positively influences brand loyalty and purchase intention, and it can be stated that respect has a stronger effect on purchase intention than loyalty. Furthermore, the performance and acceptance sub-dimensions of brand respect, unlike the other sub-dimensions, influence both purchase intention and loyalty. When comparing different supermarket brands, it was found that A101 and BİM consumers share similar levels of brand respect and brand loyalty, while File and Migros consumers differ in this context. In terms of purchase intention, A101 consumers’ ratings are lower than those of the other three brands.

Keywords

Brand Respect, Brand Loyalty, Purchase Intention, Food Retail, Consumer Behaviour

Ethical Statement

Ethical approval was obtained from the Ethics Committee for Research in the Social and Human Sciences at Istanbul University at its meeting held on 12 September 2025, under file number 2025/389.

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Details

Primary Language

Turkish

Subjects

Marketing Management, Consumer Behaviour, Product and Brand Management

Journal Section

Research Article

Authors

İrfan Akyüz ^*
0000-0003-1494-3862
Türkiye

Publication Date

April 30, 2026

Submission Date

March 31, 2026

Acceptance Date

April 22, 2026

Published in Issue

Year 2026 Volume: 9 Number: 1

DOI

https://doi.org/10.38057/bifd.1919808

IZ

https://izlik.org/JA94MC49UK

APA

Akyüz, İ. (2026). Marka Saygısının Marka Sadakati ve Satın Alma Niyetine Etkisi: Gıda Perakendecileri Üzerine Bir Araştırma. Bucak İşletme Fakültesi Dergisi, 9(1), 30-39. https://doi.org/10.38057/bifd.1919808

AMA

1.Akyüz İ. Marka Saygısının Marka Sadakati ve Satın Alma Niyetine Etkisi: Gıda Perakendecileri Üzerine Bir Araştırma. Bucak İşletme Fakültesi Dergisi. 2026;9(1):30-39. doi:10.38057/bifd.1919808

Chicago

Akyüz, İrfan. 2026. “Marka Saygısının Marka Sadakati Ve Satın Alma Niyetine Etkisi: Gıda Perakendecileri Üzerine Bir Araştırma”. Bucak İşletme Fakültesi Dergisi 9 (1): 30-39. https://doi.org/10.38057/bifd.1919808.

EndNote

Akyüz İ (April 1, 2026) Marka Saygısının Marka Sadakati ve Satın Alma Niyetine Etkisi: Gıda Perakendecileri Üzerine Bir Araştırma. Bucak İşletme Fakültesi Dergisi 9 1 30–39.

IEEE

[1]İ. Akyüz, “Marka Saygısının Marka Sadakati ve Satın Alma Niyetine Etkisi: Gıda Perakendecileri Üzerine Bir Araştırma”, Bucak İşletme Fakültesi Dergisi, vol. 9, no. 1, pp. 30–39, Apr. 2026, doi: 10.38057/bifd.1919808.

ISNAD

Akyüz, İrfan. “Marka Saygısının Marka Sadakati Ve Satın Alma Niyetine Etkisi: Gıda Perakendecileri Üzerine Bir Araştırma”. Bucak İşletme Fakültesi Dergisi 9/1 (April 1, 2026): 30-39. https://doi.org/10.38057/bifd.1919808.

JAMA

1.Akyüz İ. Marka Saygısının Marka Sadakati ve Satın Alma Niyetine Etkisi: Gıda Perakendecileri Üzerine Bir Araştırma. Bucak İşletme Fakültesi Dergisi. 2026;9:30–39.

MLA

Akyüz, İrfan. “Marka Saygısının Marka Sadakati Ve Satın Alma Niyetine Etkisi: Gıda Perakendecileri Üzerine Bir Araştırma”. Bucak İşletme Fakültesi Dergisi, vol. 9, no. 1, Apr. 2026, pp. 30-39, doi:10.38057/bifd.1919808.

Vancouver

1.İrfan Akyüz. Marka Saygısının Marka Sadakati ve Satın Alma Niyetine Etkisi: Gıda Perakendecileri Üzerine Bir Araştırma. Bucak İşletme Fakültesi Dergisi. 2026 Apr. 1;9(1):30-9. doi:10.38057/bifd.1919808

24443

This work is licensed under a Creative Commons Attribution 4.0 International License.

Marka Saygısının Marka Sadakati ve Satın Alma Niyetine Etkisi: Gıda Perakendecileri Üzerine Bir Araştırma

Abstract

Keywords

The Impact of Brand Respect on Brand Loyalty and Purchase Intention: A Study on Food Retailers

Abstract

Keywords

Ethical Statement

References

Details

Primary Language

Subjects

Journal Section

Authors

Publication Date

Submission Date

Acceptance Date

Published in Issue

DOI

IZ

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