ÖZ BENLİĞİN MARKA SADAKATİ ÜZERİNDEKİ ETKİSİNİN DERMOKOZMETİK ÜRÜN PAZARI İÇİN İNCELENMESİ

Year 2020, Volume: 6 Issue: 2, 199 - 216, 29.08.2020

Sezer Korkmaz Ece Doğuç

Abstract

Tüketici davranışı literatüründe özellikle markalar için önemli birer kavram olan öz benlik uyumu ve marka sadakati bu çalışmanın ana konusu olarak seçilmiştir. Bu doğrultuda çalışmanın amacı, öz benlik uyumunun marka sadakati üzerindeki doğrudan ve dolaylı etkilerini gösteren bir modeli test etmek olarak belirlenmiştir. Model, öz benlik uyumunun doğrudan, ürün ilgilenimi ve marka ilişki kalitesiyle dolaylı olarak marka sadakatini olumlu yönde etkilediğini ortaya koymaktadır. Araştırmanın örneklemini 303 dermokozmetik kullanıcısı oluşturmaktır. Dermokozmetik market büyüyen ve gelişen bir pazardır ve kullanıcıları her yaştan ve segmentten olduğu için araştırma konusu seçilmiştir. Veriler araştırma modelini desteklemektedir. Öz benlik uyumu marka sadakatini doğrudan olumlu etkilemektedir. Ayrıca marka ilişki kalitesi ve ürün ilgilenimi tam aracılık yaparak öz benlik uyumunun marka sadakati üzerindeki etkisini olumlu etkilemektedir. Tüm bu sonuçlar ışığında tüketicilerin kendi kişiliklerine uygun olarak marka/ürün tercih ettikleri dolayısıyla marka yöneticilerinin tüketici-marka ilişkisine çok daha fazla önem vermelerinin gerekliliği ortaya konulmuştur.

Keywords

öz benlik uyumu, marka sadakati, ürün ilgilenimi, marka ilişki kalitesi

INVESTIGATION OF THE EFFECT OF THE SELF IMAGE CONGRUENCE ON BRAND LOYALTY FOR THE DERMOCOSMETIC PRODUCT MARKET

Abstract

In the literature on consumer behavior, self-image congruence and brand loyalty, which are important concepts for brands, have been chosen as the main subject of this study. The aim of this study is to test a model showing the direct and indirect effects of self-image congruence on brand loyalty. The model posits that self-image congruence positively affects brand loyalty directly and indirectly through product involvement, and brand relationship qualityThe research sample of 303 dermocosmetic consumers was included in the study with questionnaires. The dermocosmetic market is a growing and developing market and since its users are from every age and segment, the research topic has been chosen. The data supports the research model. Self image congruence directly and positive affects brand loyalty. In addition, brand relationship quality and product involvement are fully mediated and have a positive impact on the self image congruence on brand loyalty. In the light of all these results, it is revealed that consumers prefer brand / product in accordance with their personalities and therefore brand managers should pay more attention to consumer-brand relationship.

Keywords

self image congruence, brand loyalty, product involvement, brand relationship quality

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