Marka Kaçınması, Marka Nefreti ve Satın Alma Niyeti Arasındaki İlişkinin İncelenmesi: Spor Giyim Tercih Eden Tüketicilere Yönelik Bir Araştırma

Yıl 2020, Cilt: 4 Sayı: 3, 577 - 602, 30.09.2020

Bülent Demirağ Sinan Çavuşoğlu

https://doi.org/10.29023/alanyaakademik.707211

Cited By: 2

Öz

Araştırma tüketicilerin marka kaçınması boyutlarının (deneyimsel, kimlik, ahlaki, eksik değer ve reklam) marka nefreti ve satın alma niyeti üzerindeki etkisinin belirlenmesi amacıyla gerçekleştirilmiştir. Çalışmanın evreni, Gaziantep’te spor giyim markaları satan mağazalardan alışveriş yapmış ve herhangi bir nedenle markadan kaçınan/nefret yaşayan tüketicilerden oluşmaktadır. Araştırmanın amacı kapsamında 427 tüketiciden anket formu kullanılarak veri toplanmıştır. Araştırmada hipotezlerin test edilmesi için Smart PLS 3 (Partial Least Squares) istatistik programı kullanılmıştır. Araştırmada ölçülmesi amaçlanan hipotezlerin testi için bootstrapping tekniği uygulanmıştır. Analiz sonuçlarına göre marka kaçınması boyutlarının (deneyimsel, kimlik, ahlaki, eksik değer ve reklam) marka nefretini pozitif ve anlamlı olarak etkilediği sonucuna ulaşılmıştır. Gerçekleştirilen analizler neticesinde ayrıca marka nefretinin satın alma niyetini negatif bir şekilde etkilediği de tespit edilmiştir.

Anahtar Kelimeler

Marka kaçınması, Marka nefreti, Satın alma niyeti

The Relationship between Brand Avoiding, Brand Hate and Purchase Intention: A Research for Consumers Prefering Sports Clothing

Öz

The research was carried out to determine the impact of consumers' brand avoidance dimensions (experiential, identity, moral, deficit-value and advertising) on brand hate and purchase intention. The universe of the study consists of consumers who shop for sportswear brands in Gaziantep and who have avoided / hated the brand for any reason. Within the scope of the research, data were collected from 427 consumers using a survey. In order to test the hypotheses, Smart PLS 3 (Partial Least Squares) statistics program was used in the research. Bootstrapping technique was used to test the hypotheses that were aimed to be measured in the research. According to the results of the analysis, it has been concluded that the brand avoidance dimensions (experiential, identity, moral, deficit value and advertising) positively and significantly affect brand hate. As a result of the analyzes conducted, it was also determined that brand hate had a negative effect on purchase intention.

Anahtar Kelimeler

Identity Avoidance, Brand Hate, Purchase Intention

Kaynakça

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