Spor Tüketicilerinin Marka Tatmini ve Marka Sadakati İlişkisi: Marka Güveni, Marka Duygusu ve Marka İmajının Aracılık Etkisi

Year 2020, Volume: 21 Issue: 47, 156 - 172, 31.12.2020

Mikail Kazan Halil Erdem Akoğlu Ercan Polat

Abstract

Özellikle spor giyim sektöründe yer alan birçok şirket mevcut tüketicilerinin memnuniyetini sağlamak, müşteri potansiyelini artırmak ve marka imajı oluşturarak marka sadakatini sağlamak için çeşitli araştırmalar yapmaktadır. Bu araştırmanın amacı, spor tüketicilerinin spor ürünleri üzerine marka tatmininin, marka güveni, marka duygusu ve marka imajı aracılığıyla inceleyerek marka sadakatine etkisini ortaya koymaktır. Bu çalışmanın araştırma grubunu 275 beden eğitimi ve spor öğretmeni oluşturmuştur. Araştırmada veri toplama aracı olarak üç bölümden oluşan anket kullanılmıştır. Birinci bölümünde kişisel bilgi formu, ikinci bölümünde marka imajı ölçeği ve üçüncü bölümünde marka sadakati ölçeği kullanılmıştır. Araştırma kapsamında ortaya konulan modelin hipotezlerini test etmek adına yapısal eşitlik modellemesi yapılmıştır. Ayrıca ölçek geçerliliği ve güvenirliği için yakınsak geçerlilik, ayırt edici geçerlilik ile Cronbach Alpha katsayıları incelenmiştir. Sonuç olarak marka tatmininin marka sadakatine doğrudan etkisinin olmadığı ancak marka güveni, marka duygusu ve marka imajını etkilediği ortaya konulmuştur. Marka tatmininin marka güveni ve marka imajı aracılığıyla davranışsal ve tutumsal marka sadakatini etkilemediği görülürken marka duygusu aracılığıyla hem davranışsal hem de tutumsal marka sadakatini etkilediği tespit edilmiştir.

Keywords

marka tatmini, marka güveni, marka duygusu, marka imajı, marka sadakati

The Relationship Between Sports Consumers' Brand Satisfaction and Brand Loyalty: Brand Trust, Brand Affect and the Mediation Effect of Brand Image

Abstract

Keywords

marka tatmini, marka imajı

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