GERÇEK VE İDAEL ÖZ KİMLİK UYUMUNUN MARKA SADAKATİ ÜZERİNDEKİ ETKİSİ: SİGARA SEKTÖRÜNDE BİR UYGULAMA

Yıl 2009, Cilt: 23 Sayı: 1, 247 - 263, 27.11.2010

Hüseyin Kurtuldu Zühal Çilingir

Öz

Bu çalışma, tüketicilerin markalı ürünler kullanmak suretiyle
kendilerini gerçek ve ideal öz kimlikleri ile ifade etmelerinin marka sadakati
geliştirme düzeyleri üzerindeki rolünü tespit etmeyi amaçlamaktadır. Ayrıca
tüketicilerin sadece öz kimliklerinin değil, demografik özelliklerinin de hem
marka sadakati hem de öz kimlik üzerindeki etkisi incelenmiştir. Tüketicilerin
markaya sadık olma düzeylerini ölçmek için tutumsal yaklaşım benimsenmiştir.
Çalışmada, hem sembolik nitelikte hem de marka sadakati yüksek bir ürün olan
sigara ürünü kullanılmıştır. 400 müşteriden yüz yüze anket yöntemiyle elde
edilen veriler Mann-Whitney U, Khi-kare ve Kruskal-Wallis H testleri ile analiz
edilmiştir. Tüketicilerin kendilerini ifade etmelerinin marka sadakati üzerinde
etkin bir faktör olduğu sonucuna varılmıştır.

Anahtar Kelimeler

Sembolik Etkileşim, Öz Kimlik-Marka İmajı Uyumu (Kendini İfade Etme), Gerçek ve İdeal Öz Kimlik, Marka Sadakati

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