How Brands on Online Shopping Platforms Can Improve Customer-Brand Relationship: The Moderating Roles of Brand Gender Characteristics (Trendyol Turkey Application)

Yıl 2025, Cilt: 27 Sayı: 1, 151 - 169, 03.03.2025

Parisa Alizade

https://doi.org/10.32709/akusosbil.1260370

Öz

Brand love has become a very important topic in the marketing literature lately. The focus of the study is to reveal some antecedents of brand love. In the study, brand reputation and technological features were suggested as the precursors of brand love. Therefore, in the study it was investigated whether the technological features and brand reputation directly affect brand love. The present study aims to determine the impact of attributes of brands operating on Trendyol shopping platform on brand love and the impact of brand love on brand loyalty and positive word of mouth. In addition, the moderator roles of brand gender characteristics in the relationships of structural model were examined. In the study the questionnaire was applied to 480 consumers living in Istanbul and shopping from Trendyol online platform. In the analyses of the obtained data, explanatory and confirmatory factor analyzes, correlation and structural equation modeling analyzes were performed using SPSS and AMOS programs. The findings elicited the impact of brand reputation and perceived ease of use on brand love, the impact of brand love on brand loyalty and positive word of mouth communications and also the moderating roles of brand gender characteristics on correlations between brand reputation, brand love, brand loyalty and positive word of mouth communications.

Anahtar Kelimeler

Brand Reputation, Brand Love, Brand Loyalty, Positive Word of Mouth, Brand Gender

Çevrimiçi Alışveriş Platformlarında Markalar Müşteri Marka İlişkisini Nasıl Geliştirebilir: Marka Cinsiyeti Özelliklerinin Düzenleyici Rolü (Trendyol Türkiye Uygulaması)

Öz

Marka sevgisi son zamanlarda pazarlama literatüründe çok önem kazan bir konu olmuştur. Çalışmanın odak noktası marka sevgisinin bazı öncüllerini ortaya koymaktır. Çalışmada marka sevgisi öncülleri olarak marka itibarı ve teknolojik özellikler öne sürülmüştür. Bu faktörlerin marka sevgisi üzerindeki doğrudan etkisinden söz edilmemiştir. Bu nedenle, çalışmada kullanım kolaylığı ve kullanışlılık teknolojik özelliklerinin ve marka itibarının doğrudan marka sevgisini etkileyip etkilemediği araştırılmıştır. Bu çalışma, Trendyol alışveriş platformunda faaliyet gösteren markaların itibarı ve teknolojik özelliklerinin tüketicilerin marka sevgisi duyguları üzerinde ve marka sevgisinin marka sadakati ve olumlu ağızdan ağıza iletişim üzerindeki etkisini belirlemeyi amaçlamaktadır. Ayrıca, yapısal modeldeki ilişkilerde marka cinsiyeti özelliklerinin düzenleyici rolü de incelenmiştir. Çalışmada İstanbul’da yaşayan ve Trendyol çevrimiçi platformundan alışveriş yapan kişilere anket çevrimiçi olarak uygulanmıştır. Dağıtılan anketlerden 480 veriye ulaşılmıştır. Elde edilen verilerin analizinde SPSS ve AMOS programları kullanılarak güvenilirlik analizi, açıklayıcı ve doğrulayıcı faktör analizleri, korelasyon ve yapısal eşitlik modellemesi analizleri yapılmıştır. Elde edilen sonuçlara göre, algılanan kullanışlılık teknolojik özelliği tüketicilerin markaya yönelik sevgi duygularını etkilememektedir. Araştırma bulguları, marka itibarının ve algılanan kullanım kolaylığının marka sevgisi üzerindeki etkisini, marka sevgisinin marka sadakati ve olumlu ağızdan ağıza iletişim üzerindeki etkisini ve aynı zamanda marka itibarı, marka sevgisi, marka sadakati ve olumlu ağızdan ağıza iletişim arasındaki ilişkilerde marka cinsiyeti özelliklerinin yarattığı düzenleyici etkiyi ortaya çıkarmıştır.

Anahtar Kelimeler

Marka İtibarı, Marka Sevgisi, Marka Sadakati, Olumlu Ağızdan Ağıza İletişim, Marka Cinsiyeti

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