İÇSEL MARKALAŞMA, MARKA VATANDAŞLIĞI DAVRANIŞI VE MARKA BAĞLILIĞI ARASINDAKİ İLİŞKİ: HİZMET SEKTÖRÜ ÇALIŞANLARI ÜZERİNDE BİR ARAŞTIRMA

Öz

İnsan kaynakları, pazarlama ve yönetimin kesişme noktasında yer alan içsel markalaşma kavramı, tüketicilerin markaya yönelik tercihlerinin artmasıyla birlikte hizmet işletmeleri açısından önemi her geçen gün artmıştır. Bu çalışmayla, hizmet sektöründe içsel markalaşma faaliyetlerinin, marka bağlılığı ve marka vatandaşlığı davranışı oluşmasındaki rolünün incelenmek ve ayrıca marka bağlılığının içsel markalaşma ile marka vatandaşlığı davranışı arasındaki ilişkide aracı rolünü ortaya koymak amaçlanmaktadır. Bu amaç doğrultusunda, lojistik sektöründe faaliyet gösteren işletmelerde çalışan 401 kişiden anket aracılığı ile elde edilen veriler yapısal eşitlik modellemesiyle incelenmiştir. Analizler için SPSS 18.0 ve AMOS 16.0 programları kullanılmıştır. Analiz sonuçlarına göre, içsel markalaşmanın marka vatandaşlığı davranışına ve marka bağlılığına olumlu yönde etkisi vardır. Ayrıca, marka bağlılığının içsel markalaşma ve marka vatandaşlığı davranışı arasındaki ilişkide kısmi aracılık etkisi vardır.

Anahtar Kelimeler

• İçsel Markalaşma,Marka Vatandaşlığı,Marka Bağlılığı,Hizmet Sektörü

THE RELATIONSHIP BETWEEN INTERNAL BRANDING, BRAND CITIZENSHIP BEHAVIORS AND BRAND COMMITMENT: A RESEARCH ON SERVICE SECTOR EMPLOY

Öz

The concept of internal branding, which is at the intersection of human resources, marketing and management, has an increasing importance day by day, in terms of service business, with consumers' increasing preference for the brand. This study aims to investigate the role of internal branding activities in the formation of brand commitment and brand citizenship behavior in the service sector and also to find out the mediating role of brand commitment between internal branding and brand citizenship behavior. In accordance with this aim, the data obtained through the questionnaire survey of 401 employees working in the logistics sector were analyzed by structural equation modeling. SPSS 18.0 and AMOS 16.0 programs were used for analyzes. As a result of the analysis, the internal branding has a positive effect on brand commitment and brand citizenship behavior. And also brand commitment has a partial mediating role on the relationship between internal branding and brand citizenship behavior.

Anahtar Kelimeler

• Internal Branding,Brand Citizenship Behavior,Brand Commitment,Service Industry

Kaynakça

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