İlişkisel Pazarlama Çerçevesinde Marka Sadakatinin Oluşumu ve Bir Model Önerisi

Öz

Bu çalışmada ilişkisel pazarlama çerçevesinde marka sadakatinin belirleyicilerinin incelenmesi amaçlanmıştır. Bu amaç doğrultusunda geliştirilen model ile marka tatmini, marka güveni, marka duygusu ve marka sadakati arasındaki ilişkiler araştırılmıştır. Çalışmada ortaya konan modelin kuramsal temeli ilişkisel pazarlamanın bağlılık-güven kuramına (Morgan ve Hunt, 1994) dayanmaktadır. Bu çalışmada marka sadakati, bağlılığı temsil edecek şekilde hem davranışsal hem de tutumsal boyutlarıyla ele alınmaktadır. Çalışmada geliştirilen modeli test etmek üzere 450 öğrenciye anket uygulanmış; model doğrulayıcı faktör analizi ve yapısal eşitlik modellemesi aracılığıyla test edilmiştir. Analiz neticesinde marka güveni ve marka duygusunun hem davranışsal hem de tutumsal marka sadakati üzerinde olumlu ve doğrudan etkisi tespit edilmiştir. Aynı zamanda marka tatmininin, davranışsal ve tutumsal marka sadakati üzerinde marka güveni ve marka duygusu aracılığıyla dolaylı etkisi gözlemlenmiştir.

Anahtar Kelimeler

• Marka tatmini
• marka güveni
• marka duygusu
• davranışsal marka sadakati
• tutumsal marka sadakati

Brand Loyalty Formation in the Context of Relationship Marketing and A Model Proposal

Öz

This study aims to investigate the formation of brand loyalty within the context of relationship marketing. By proposing a brand loyalty model, this study examines the relationships between brand
satisfaction, brand trust, brand affect and brand loyalty. The proposed model of the study depends on the commitment trust theory of relationship marketing (Morgan and Hunt, 1994). This study examines both behavioral and attitudinal dimensions of brand loyalty which also represents commitment. In order to test the model and the suggested relationships between the constructs, data were collected from a sample of 450 undergraduate students and analized using confirmatory factor analysis and structural equation modeling.
Results indicate that both brand trust and brand affect directly and positively influence behavioral and attitudinal brand loyalty. Besides, the results also indicate that, brand trust and brand affect mediate the relationship between brand satisfaction and brand loyalty.

Anahtar Kelimeler

• Brand satisfaction
• brand trust
• brand affect
• behavioral brand loyalty
• attitudinal brand loyalty

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