BRAND LOVE ROLE IN THE RELATIONSHIP BETWEEN BRAND TRUST, SATISFACTION, AND BRAND LOYALTY, WOM, PRICE PREMIUM

Abstract

Love is a bond that involves affection and a deep desire to maintain it. Brand love is a structure between consumers and brands that is parallel to interpersonal feelings of love. It is similar to a friendship that includes many emotional, cognitive, and behavioral experiences that can last for many years. The purpose of this study is to examine the effect of brand love between its antecedents and sequels. In the study, brands in the sports shoe category were selected as stimuli. The population of the study was young consumers. Data were collected with a web-based survey method conducted with consumers selected by convenience sampling method. It was analyzed with structural equation modeling. According to the findings, brand trust and brand satisfaction are effective on brand love. Brand love is also effective on brand loyalty, word-of-mouth communication, and price premium. The research results could support the decision-making processes of practitioners in understanding the behaviors of young consumers and, in turn, in making sense of a value created by the brand in a competitive environment.

Keywords

• Brand love
• Brand trust
• Satisfaction
• Brand loyalty
• WOM
• Price premium

MARKA AŞKININ TÜKETİCİ TERCİHLERİNDEKİ ROLÜ: SPOR AYAKKABI KATEGORİSİ ÜZERİNE BİR ARAŞTIRMA

Öz

Aşk, iki tarafı derin bir bağ ile bağlayan, ve bunu devam ettirmede yoğun bir arzuyu barındıran şefkat içeren bir bağlantıdır. Marka aşkı kişilerarası aşk duygularına paralel tüketici marka arasındaki bir yapıdır. Uzun yıllar boyunca sürebilen çok sayıda duygusal, bilişsel ve davranışsal deneyimi içeren arkadaşlık ilişkisine benzer. Bu çalışmanın amacı marka aşkının öncül ve ardılları arasındaki etkinin incelenmesidir. Araştırmada stimulu olarak spor ayakkabı kategorisindeki markalar seçilmiştir. Araştırmanın evreni genç tüketicilerdir. Veriler kolayda örnekleme yöntemi ile seçilen tüketicilerle yapılan web tabanlı anket yöntemi ile toplanmıştır. Yapısal eşitlik modellemesi ile analiz edilmiştir. Elde edilen bulgulara göre marka güveni ve marka memnuniyeti marka aşkı üzerinde etkilidir. Marka aşkı da marka sadakati, ağızdan ağıza iletişim ve primli fiyat üzerinde etkilidir. Araştırma sonuçları genç tüketicilerin davranışlarını anlama ve buna karşılık rekabet ortamında markanın oluşturduğu bir değerin anlamlandırılmasında uygulayıcıların karar süreçlerine destek olabilir.

Anahtar Kelimeler

• Marka aşkı
• Marka güveni
• Memnuniyet
• Marka sadakati
• Ağızdan ağıza iletişim
• Primli fiyat

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