DUYGUSAL BAĞLILIĞIN, TÜKETİCİ MARKA KİMLİKLENDİRMESİNİN VE KURUMSAL İTİBARIN BELİRLEYİCİSİ OLARAK KOZMETİK MARKALARIN ALGILANAN ETİĞİ

Yıl 2022, Cilt: 15 Sayı: 2, 452 - 480, 30.05.2022

Çağla Pınar Utkutuğ

Öz

Marka etiği konusunda gelişen yeni kaygılara bağlı olarak, marka kimliğine dayalı tüketici benlik kavramları ile markaya yönelik izlenimleri arasındaki ilişkilerin daha iyi anlaşılması gerekmektedir. Bu çalışma, genç kadınlar kapsamında kozmetik markaların algılanan marka etiği ile tüketici odaklı kurumsal itibarı arasındaki ilişkide duygusal bağlılığın ve tüketici marka kimliklendirmesinin aracılık rollerini analiz etmektedir. Ayrıca çalışma kapsamında kozmetik markalar, bu etkiler açısından önemli bir fark olup olmadığını analiz etmek amacıyla 4P stratejilerine bağlı olarak iki gruba ayrılmıştır. Amaçlı, kolayda ve kartopu örnekleme yöntemleriyle ulaşılan 271 katılımcıya anket formu elektronik olarak uygulanmıştır. Kartopu örnekleme yöntemi, kozmetik markaları hakkında benzer ahlaki duruşlara sahip iyi eğitimli genç kadınlara ulaşmak için özellikle tercih edilmiştir. Varsayıldığı gibi, markalar pazarda farklı konumlandırılmış olsalar bile, algılanan marka etiğinin kurumsal itibarı doğrudan etkilediği tespit edilmiştir. Ayrıca, duygusal bağlılığın algılanan marka etiği ile tüketici marka kimliklendirmesi arasındaki ilişkide aracılık etkisinin olduğu, bu etkinin de marka kimliğine ve fiyat stratejilerine bağlı olarak değiştiği gözlemlenmiştir.

Anahtar Kelimeler

Algılanan marka etiği, duygusal bağlılık, tüketici-marka kimliklendirmesi, kurumsal itibar, kozmetik, genç kadın

PERCEIVED ETHICALITY OF COSMETICS BRANDS AS A DETERMINANT OF AFFECTIVE COMMITMENT, CONSUMERBRAND IDENTIFICATION AND REPUTATION

Öz

With regard to the emerging concerns about brand ethicality, the relationships between consumer self-concepts based on brand identity and their impressions of the brand need to be better understood. This study analyzes the mediating roles of affective commitment and consumer-brand identification in the relationship between perceived brand ethicality and consumer-based corporate reputation of cosmetics brands among young women. In addition, brands are divided into two groups depending on their price strategies in order to analyze whether there is a significant difference in terms of these effects, cosmetics. The questionnaire was electronically conducted to 271 participants reached by purposive, convenient and snowball sampling methods. The snowball sampling method was especially preferred to reach well-educated young women with similar moral standing on cosmetics brands. As assumed, the direct impact of perceived brand ethicality on corporate reputation is found even if the brands are differently positioned in the market. In addition, the mediating role of affective commitment in the relationship between perceived brand ethicality and consumer-brand identification is observed and this role differs depending on the brands’ identities and their price strategies.

Anahtar Kelimeler

Perceived brand ethicality, affective commitment, consumer-brand identification, corporate reputation, cosmetics, young woman

Kaynakça

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