TÜKETİCİLERİN MARKA ALGISI ve MARKA SADAKATİ İLİŞKİSİ: PERAKENDECİ MAĞAZALAR ÜZERİNE BİR ARAŞTIRMA

Öz

Marka sadakati işletmelerin mevcut ve potansiyel müşterileri ile ilgili uzun vadeli başarının anahtarıdır. Günümüz pazarlama dünyasında marka sadakatinin öncülleri, ilişkili olduğu kavramlar veya marka sadakatini arttırabilecek değişkenler oldukça karmaşık ve önemli bir konudur. Bu çalışma, tüketicilerin perakende marka algısı ve marka sadakati arasındaki nedensel ilişkileri açıklamak amacıyla yapılmıştır. Bu çalışmada, nicel araştırma yöntemlerinden biri olan nedensel araştırma deseni kullanılmıştır. Araştırmada veri toplama aracı olarak anket yöntemi kullanılmıştır. Anket 414 katılımcıya online olarak uygulanmıştır. Araştırma hipotezlerinin test edilmesinde yapısal eşitlik modelinden yararlanılmıştır. Araştırma sonucuna göre, marka güveni ve markaya bağlanmanın marka sadakati üzerinde etkisi olmadığı, marka imajının marka sadakati üzerinde pozitif etkisi olduğu sonucuna ulaşılmıştır. Bu çalışma, perakendeci markalara yönelik marka algısının marka sadakati üzerinde etkili olabilecek unsurları tartışarak teorik ve pratik açıdan farklı bir bakış açısı sunmaktadır. Çalışma, marka ve marka sadakati teorisine yönelik boşluğu doldurmaya çalışmaktadır. Uygulayıcılara yönelik ise perakendeci mağazaların marka sadakatini etkileyen marka algılarının belirlenmesi uygulayıcıların doğru stratejilerin uygulanması açısından önemlidir.

Anahtar Kelimeler

• Marka Güveni
• Marka Bağlılığı
• Marka İmajı
• Marka Sadakati
• Brand Trust
• Brand Attachment
• Brand Image
• Brand Loyalty

THE RELATIONSHIP OF CONSUMERS' BRAND PERCEPTION AND BRAND LOYALTY: A RESEARCH ON RETAIL STORES

Öz

Brand loyalty is the key to the long-term success of businesses with their current and potential customers. In today's marketing world, the antecedents of brand loyalty, the concepts it is associated with or the variables that can increase brand loyalty are very complex and important issues. This study was conducted to explain the causal relationships between consumers' retail brand perception and brand loyalty. In this study, causal research design, which is one of the quantitative research methods, was used. The questionnaire method was used as a data collection tool in the research. The questionnaire was applied to 414 participants online. A structural equation model was used to test the research hypotheses. According to the results of the research, it was concluded that brand trust and brand attachment had no effect on brand loyalty, and brand image had a positive effect on brand loyalty. This study presents a different theoretical and practical perspective by discussing the factors that can affect the brand perception of retail brands on brand loyalty. The study tries to fill the gap in the theory of brand and brand loyalty. As for the practitioners, determining the brand perceptions that affect the brand loyalty of the retail stores is important for the practitioners to implement the right strategies.

Anahtar Kelimeler

• Brand Trust
• Brand Attachment
• Brand Image
• Brand Loyalty

Kaynakça

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