THE EFFECT OF CONSUMER VALUE AND CONSUMER-BRAND IDENTITY ON BRAND LOYALTY: THE CASE OF A SMART PHONE

Year 2020, Volume: 22 Issue: 2, 623 - 653, 05.06.2020

Ece Aksu Armağan Elif Arık Mertcan Mert

https://doi.org/10.16953/deusosbil.564804

Abstract

The smart phone sector, which is the most popular among today's global technology areas, continues to grow without slowing down and innovative steps are being taken every day in this sector. The aim of the study is to examine the effect of consumer value and consumer-brand identity on brand loyalty. The research was conducted for smartphone users and a primary questionnaire was collected with a 33-question questionnaire. Yeh, Wang, and Yieh 's (2016) scale were used in the study which examined the model that showed the relationship between consumer value and consumer-brand identity perspective. The responses of 1003 people who participated in the study were analyzed by using SPSS 21 statistics program and as a result, factor analysis was performed and the perceived consumer value and consumer-brand identity issues were analyzed with t-tests and anova one-way variance. In addition, there were differences in terms of demographic characteristics of consumers and their distribution was also revealed. As a result of the research, a positive relationship was found between consumer value and consumer-brand identity which are effective in smartphone loyalty. The aim of this study was to investigate the factors affecting the preferred smartphone brand in Turkey, reveals the situation and understand the behavior of smartphone consumers.

Keywords

Smartphone, Consumer Value, Consumer-Brand Identity, Brand Loyalty

TÜKETİCİ DEĞERİ VE TÜKETİCİ-MARKA KİMLİĞİNİN MARKA SADAKATİNE OLAN ETKİSİ: AKILLI TELEFON ÖRNEĞİ

Abstract

Günümüz global teknoloji alanları arasında en çok ilgi gören akıllı telefon sektörü, hız kesmeden büyümeye devam etmekte ve bu sektörde her geçen gün yenilikçi adımlar atılmaktadır. Çalışmanın amacı, tüketici değeri ve tüketici-marka kimliğinin marka sadakatine olan etkisini incelemektir. Araştırma akıllı telefon kullanıcılarına yönelik gerçekleştirilmiş ve 33 sorudan oluşan bir anket ile birincil veri toplanmıştır. Tüketici değeri ve tüketici-marka kimliği perspektif ilişkisini ortaya koyan modeli inceleyen araştırmada Yeh, Wang, ve Yieh' in (2016) ölçeği kullanılmıştır. Araştırmaya katılan 1003 kişiden alınan cevaplar, SPSS 21 istatistik programı kullanılarak analizi yapılmış sonuç olarak ise faktör analizinin yapılmasıyla farklı alt gruplara ayrılmış olan tüketici değeri ve tüketici-marka kimliği konularındaki algılanan, t-testleri ve anova tek yönlü varyans ile analiz edilmiştir. Ayrıca tüketicilerin demografik özellikleri bakımından farklılıklar meydana gelmiş olup dağılımları da ortaya konulmuştur. Araştırmanın sonucunda, akıllı telefon sadakatinde etkili olan tüketici değeri ve tüketici-marka kimliği arasında pozitif yönde ilişki ortaya çıkmıştır. Çalışmanın amacı Türkiye’de akıllı cep telefonu markası tercihine etki eden faktörleri incelemek, durumunu ortaya koymak ve akıllı telefon tüketicisinin tutumunu anlamaktır.

Keywords

Akıllı Telefon, Tüketici Değeri, Tüketici-Marka Kimliği, Marka Sadakati

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