THE MODERATING ROLE OF BRAND REPUTATION ON THE IMPACT OF TECHNOLOGY ATTRIBUTES AND BRAND AUTHENTICITY ON BRAND IMAGE, BRAND COMMITMENT AND BRAND EQUITY ON ONLINE SHOPPING PLATFORMS

Yıl 2023, Cilt: 24 Sayı: 3, 19 - 47, 25.09.2023

Parisa Alizadehfanaeloo

https://doi.org/10.53443/anadoluibfd.1254509

Öz

The present study aims not only to determine the impact of technology attributes and brand authenticity on functional brand image and the impact of functional brand image on affective brand commitment and brand equity, but also to investigate the moderating role of brand reputation. This empirical study was conducted with a proposed model that was tested with surveys applied to a sample of 480 online shoppers in Turkey. Path analysis were conducted to test the research hypotheses. The study findings elicited the impact of online shoppers’ ease of use perception and brand authenticity on functional brand image, the impact of functional brand image on affective brand commitment and brand equity and the effect of affective brand commitment on brand equity. Furthermore, indicating the moderating role of brand reputation on correlations between brand authenticity, functional brand image, affective brand commitment and brand equity has brought originality to the study.

Anahtar Kelimeler

Technology Attributes, Brand Authenticity, Functional Brand Image, Affective Brand Commitment, Brand Equity

ÇEVRİMİÇİ ALIŞVERİŞ PLATFORMLARINDA TEKNOLOJİ ÖZELLİKLERİ VE MARKA ÖZGÜNLÜĞÜNÜN MARKA İMAJI, MARKA BAĞLILIĞI VE MARKA ÖZDEĞERİNE ETKİSİNDE MARKA İTİBARININ DÜZENLEYİCİ ROLÜ

Öz

Bu çalışmanın amacı teknoloji özelliklerinin ve marka özgünlüğünün markanın işlevsel imajı üzerindeki etkisini ve markanın işlevsel imajının duygusal marka bağlılığı ve markanın özdeğeri üzerindeki etkisini araştırmaktır. Ayrıca, çalışma marka özgünlüğü, marka imajı, marka bağlılığı ve markanın özdeğeri arasındaki ilişkilerde marka itibarının düzenleyici rolünü araştırmayı da amaçlamaktadır. Bu ampirik çalışmada önerilen model Türkiye’de yaşayan ve çevrimiçi alışveriş platformlarından alışveriş yapanlar arasından 480 kişiye uygulanan anketlerle test edilmiştir. Yapısal modelin testi için yapısal eşitlik modellemesi ile yol analizi yapılmıştır. Çalışma bulguları algılanan kullanım kolaylığının ve marka özgünlüğünün markanın işlevsel imajı üzerindeki etkisini, markanın işlevsel imajının duygusal marka bağlılığı ve markanın özdeğeri üzerindeki etkisini ve duygusal marka bağlılığının markanın özdeğeri üzerindeki etkisini desteklemiştir. Ayrıca, çalışmada marka özgünlüğü, markanın işlevsel imajı, duygusal marka bağlılığı ve markanın özdeğeri arasındaki ilişkilerde marka itibarının düzenleyici rolünün ortaya çıkması bu konuda literatürdeki eksiklikleri gidermesi bakımından önemlidir.

Anahtar Kelimeler

Teknoloji Özellikleri, Marka Özgünlüğü, Markanın İşlevsel İmajı, Duygusal Marka Bağlılığı, Markanın Özdeğeri

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