Şehir Markalaşmasında, Şehre Duyulan Güven ve Şehrin Kişiliğinin Marka Bağımlılığına Olan Etkisinin Araştırılması: Aydın İli Örneği

Öz

Bu çalışma, bir şehrin sakinlerinin, şehirlerine duydukları güven, bağlılık ve şehrin kişiliğine olan algıları arasındaki yapısal ilişkileri belirlemek amacı ile gerçekleştirilmiştir. Bu amaçla marka kişiliğinin, marka bağlığı üzerindeki etkisinde, marka güveninin aracılık rolünün olup olmadığına ilişkin bir Yapısal Eşitlik Modeli (YEM) oluşturulmuştur. 400 gönüllü ile gerçekleştirilen çalışmanın verilerinin analizi SPSS 22.0 ve AMOS 24 programları ile gerçekleştirilmiştir. Oluşturulan YEM önerisinde modelin uygunluğunun sınanması, farklı uyum ölçüleri göz önünde bulundurularak gerçekleştirilmiştir. Çalışma sonucunda, Aydın şehrinin sakinlerinin, şehirlerine güven ve bağlılık duydukları belirlenmiştir. Şehrin marka güveninin ilk sıralardaki boyutları; şehre duyulan güven, şehrin isminin şehrin garantisi olarak algılanışı, şehrin halkına en iyi imkânları sunmak için çalışması, halkının mutluluğuna uğraşması, temel ilgisinin sadece halkının menfaati oluşu ve halkını hayâl kırıklığına uğratmayacağına olan inanç olarak özetlenebilir. Şehrin marka bağlılığının ilk sıralardaki boyutları da; Halkının her zaman övgüyle bahsettiği şehir oluşu, tüm tanıdıklarına tatilleri ve yaşamaları için Aydın’ın tavsiye edilmesidir. Aydın’da yaşadıkları için kendilerini ayrıcalıklı/özel hissetmeleridir. Bir kere hayal kırıklığına uğratsa da, bir daha bunu tekrarlamayacağı bilinerek yine onun lehine tercihte bulunulması ve bir imkân daha olsa yine Aydın’da yaşamanın tercih edilmesi şeklinde özetlenebilir. Şehrin yaşayanları, şehrin kişiliğini öncelikli olarak; gerçekçi, istikrarlı, dinamik/aktif, sorumluluk sahibi, yenilikçi ve duygusal/romantik olarak algılamaktadırlar. Algılanan kişiliğin, marka bağımlılığının oluşmasını sağlamaya ve markaya yönelik güven oluşturmaya olumlu yönde etkisinin olduğu ve bu değişkenler arasında bir köprü görevi oluşturduğu belirlenmiştir. Çalışmanın, şehir marka bağımlılığı oluşumunun sağlanmasına, marka güveni ve marka kişiliği bağlamında teorik bir yaklaşım geliştirerek katkıda bulunabileceği düşünülmektedir.

Anahtar Kelimeler

• Şehir Markalaşması
• Marka Bağımlılığı
• Marka Kişiliği
• Marka Güveni
• Yapısal Eşitlik Modeli

In City Branding, Investigation of the Effect of Trust in the City and the Personality of the city on Brand Dependency: The Case of Aydın Province

Abstract

This study has been carried out to determine the structural relationships between the trust and loyalty of the residents of a city to their city and their perceptions of the city's personality. For this purpose, a Structural Equation Model (SEM) was created to determine whether brand trust has a mediating role in the effect of brand personality on brand loyalty. The analysis of the data of the study was conducted with 400 volunteers by using SPSS 22.0 and AMOS 24 programs. Testing the suitability of the model in the created SEM proposal has been carried out by considering different fit measures. As a result of the study, it has been determined that the residents of Aydın city have trust and loyalty to their city. The first dimensions of the city's brand trust can be summarized as trust in the city, perceiving the name of the city as the assurance of the city, providing the best opportunities to the residents of the city, working for their happiness, only interested in their benefit, and believing that people will not be disappointed. The other extents of the city's brand loyalty/loyalty are that the city is always praised by its people, and is recommended to all acquaintances for their holidays and living and people are feeling privileged/special because they live in Aydın. It can be summarized as favour of it, knowing that it will not repeat, even if it is disappointed once, and also choosing to live in Aydın again if there is another opportunity. The inhabitants of the city prioritize the personality of the city; they perceive it as realistic, stable, dynamic/active, responsible, innovative and emotional/romantic. It has been determined that the perceived personality has a positive effect on ensuring the formation of brand loyalty and building trust towards the brand and creates a bridge between these variables. It is thought that the study can contribute to the formation of city brand loyalty by developing a theoretical approach in the context of brand trust and brand personality.

Keywords

• City Branding
• Brand Loyalty
• Brand Personality
• Brand Trust
• Structural Equity Model

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