Alışveriş Merkezi Marka Kişiliğinin Marka Sadakatine Etkisinde Marka Memnuniyetinin Aracılık Rolü: Türkiye'de Bir Araştırma

Year 2025, Issue: 40, 312 - 327, 15.10.2025

Emre Çolakoğlu

https://doi.org/10.54600/igdirsosbilder.1696666

Abstract

COVID-19 pandemisiyle daha da hızlanan online alışverişin artan önemine rağmen, alışveriş merkezleri perakende dünyasının hayati bir bileşeni olmaya devam ediyor. Bununla birlikte, çeşitli perakende formatları arasında artan rekabet, alışveriş merkezleri için karmaşık ve kritik bir zorluk ortaya çıkarmıştır. Bu bağlamda, alışveriş merkezlerinde marka kişiliğinin stratejik olarak geliştirilmesi, memnuniyet ve sadakat gibi tüketici tutumlarını güçlendirerek sürdürülebilir başarının teşvik edilmesinde kilit bir rol oynayabilir. Marka kişiliği kavramı farklı sektörlerde ve perakende ortamlarında geniş çapta incelenmiş olsa da, alışveriş merkezlerindeki spesifik etkisi ve tüketici davranışları üzerindeki etkisi yeterince araştırılmamıştır ve bu da önemli bir araştırma boşluğuna işaret etmektedir. Bu nedenle bu çalışma, alışveriş merkezi marka kişiliğinin marka memnuniyeti ve marka sadakati üzerindeki etkisini araştırmayı amaçlamaktadır. Araştırma, Gaziantep'teki üç alışveriş merkezinde 407 katılımcıyla yüz yüze anket yoluyla gerçekleştirilmiştir. İstatistiksel analizlerden elde edilen bulgular, alışveriş merkezi marka kişiliğinin hem marka memnuniyetini hem de sadakatini anlamlı ve olumlu bir şekilde etkilediğini göstermektedir. Ayrıca, marka memnuniyetinin marka sadakati üzerinde doğrudan ve olumlu bir etkiye sahip olduğu ve marka kişiliği ile sadakat arasındaki ilişkiye kısmen aracılık ettiği gösterilmiştir. Bu sonuçların, özellikle hem online alışverişin hem de alışveriş merkezi tabanlı perakendeciliğin gelişmeye devam ettiği Türkiye'de alışveriş merkezi markalaşmasının önemini yeniden vurgulayarak değerli ve özgün bir katkı sunacağına inanılmaktadır.

Keywords

AVM Marka Kişiliği , Marka Memnuniyeti , Marka Sadakati

The Mediating Role of Brand Satisfaction in The Effect of Shopping Mall Brand Personality on Brand Loyalty: A Study in Turkey

Abstract

Despite the growing prominence of online shopping—accelerated further by the COVID-19 pandemic—shopping malls remain a vital component of the retail landscape. However, the increasing competition among various retail formats has introduced a complex and critical challenge for shopping malls. In this context, the strategic development of brand personality in shopping malls can play a key role in fostering sustainable success by strengthening consumer attitudes such as satisfaction and loyalty. While the concept of brand personality has been widely examined across diverse sectors and retail settings, its specific impact within shopping malls and its influence on consumer behavior remain underexplored, pointing to a notable research gap. This study, therefore, aims to investigate the effect of shopping mall brand personality on brand satisfaction and brand loyalty. The research was conducted through face-to-face surveys with 407 participants across three shopping malls in Gaziantep, Turkey. Findings from statistical analyses demonstrate that shopping mall brand personality significantly and positively affects both brand satisfaction and loyalty. Moreover, brand satisfaction was shown to have a direct and positive impact on brand loyalty and to partially mediate the relationship between brand personality and loyalty. These results are believed to offer a valuable and original contribution by re-emphasizing the importance of shopping mall branding, particularly in Turkey, where both online shopping and mall-based retailing continue to thrive

Keywords

Shopping Mall Brand personality , Brand Satisfaction , Brand Loyalty

Ethical Statement

Kilis 7 Aralık Üniversitesi Etik kurulundan 10.02.2025-E.73654 tarih ve sayı ile onay alınmıştır.

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