Marka Özdeşleşmesi ve Tüketici Marka Katılımı İlişkisi: Marka Tutkusunun Aracı Rolü

Yıl 2023, Cilt: 24 Sayı: 2, 284 - 299, 10.08.2023

Eda Kutlu , Hayrettin Zengin

https://doi.org/10.17494/ogusbd.1258035

Öz

Bu çalışmanın amacı; tüketici marka katılımı üzerinde marka özdeşleşmesi ve marka tutkusunun etkisinin belirlenmesi ve marka özdeşleşmesi ile tüketici marka katılımı arasındaki ilişkide marka tutkusunun aracılık rolünün tespit edilmesidir. Araştırma kapsamında incelenen ilişkileri tespit etmek amacıyla ilgili değişkenler arasında yapısal eşitlik modeli kurulmuştur. İhtiyaç duyulan veriler, çevrimiçi anket uygulaması aracılığıyla toplanmış ve 315 katılımcıya ulaşılmıştır. Elde edilen bulgular marka özdeşleşmesi ve marka tutkusunun tüketici marka katılımı üzerinde olumlu etkisi olduğunu göstermektedir. Marka özdeşleşmesi ve tüketici marka katılımı ilişkisinde marka tutkusunun kısmi aracılık rolü olması da araştırma kapsamında elde edilen bir diğer bulgudur.

Anahtar Kelimeler

Tüketici marka katılımı, Marka özdeşleşmesi, Marka tutkusu

Brand Identification and Consumer Brand Engagement Relationship: The Mediating Role of Brand Passion

Öz

The aim of this study; determining the effect of brand identification and brand passion on consumer brand engagement and determining the mediating role of brand passion in the relationship between brand identification and consumer brand engagement. Structural equation model was established between the related variables in order to determine the relationships examined within the scope of the research. The needed data were collected through the online survey application and 315 participants were reached. The findings show that brand identification and brand passion have a positive effect on consumer brand engagement. The partial mediation role of brand passion in the relationship between brand identification and consumer brand engagement is another finding obtained within the scope of the research.

Anahtar Kelimeler

Consumer brand engagement, Brand identification, Brand passion

Kaynakça

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