ÖZGÜVEN DUYGUSU MARKA BAĞLILIĞINI GERÇEKTEN ARTIRIR MI?

Abstract

Bu çalışmanın amacı, özgüven ve marka bağlılığı arasında bir ilişkinin var olup olmadığını belirlemektir. Bu amaçla 458 kişiyle yapılan anketlerden elde edilen veriler,ki kare ve isimsel lojistik regresyon analiz teknikleriyle değerlendirilmiştir. Sonuçlar; giyim ve beyaz eşyayı içeren ürün gruplarına yönelik satın alma davranışına dönüşmeyen gizli marka bağlılığı ve düşük özgüven arasında bir ilişkiyi gösterirken; temizlik, gıda, giyim ve beyaz eşya olmak üzere tüm ürün gruplarında yüksek özgüvenle marka bağlılığı arasında anlamlı bir ilişkinin olmadığını göstermiştir

Keywords

• Marka bağlılığı, kendine güven

DOES SELF CONFIDENCE FEELING REALLY RAISE BRAND LOYALTY?

Abstract

The aim of this paper is to determine whether there is a relation between self confidence and brand loyalty or not. For this purpose the data collected from 458 consumers whom were interviewed was analyzed by using chi-square and nominal logistic regression statistical techniques. Although, the results indicate that there is a relation between low self confidence and hidden brand loyalty which is not transformed in to buying behavior with connection cloths and white goods; there is not any relation between high self confidence and brand loyalty with connection all product groups which includes cleaning materials, foodstuffs, cloths and white goods

Keywords

• Brand loyalty, self confidence

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