AN INVESTIGATION OF THE RELATIVE EFFECTS OF BRAND AWARENESS, BRAND IMAGE, BRAND EFFECT AND BRAND TRUST ON BRAND LOYALTY: CASE OF TURKCELL

Yıl 2014, Cilt: 9 Sayı: 1, 147 - 161, 01.06.2014

Ömer Torlak Volkan Doğan Behçet Yalın Özkara

Öz

The aim of this study is to investigate the effects of brand image, brand trust, brand effect and brand awareness as the components of brand equity on brand loyalty. In line with this aim, the study was carried out with the data collected in Eskisehir region via surveying using the convenience sampling method. The findings of the study indicate that brand awareness, brand image and brand trust have meaningful positive effects on brand loyalty, while brand effect has no statistically significant effect on brand loyalty. The brand equity components with the most significant effect on brand loyalty are arranged as brand trust (rpart=0.314), brand awareness (rpart=0.202) and brand image (rpart=0.199) from the strongest to weakest relative effect on brand loyalty (components with significant effect only). Furthermore, the partial correlation coefficients were utilized for the comparison of relative effect magnitudes

Anahtar Kelimeler

Brand loyalty, brand awareness, brand image, brand affect, brand trust, brand equity

MARKA FARKINDALIĞI, MARKA İMAJI, MARKADAN ETKİLENME VE MARKAYA GÜVENİN MARKA BAĞLILIĞI ÜZERİNDEKİ GÖRECE ETKİLERİNİN İNCELENMESİ: TURKCELL ÖRNEĞİ

Öz

Bu çalışmanın amacı; marka değeri bileşenleri olan marka imajı, markaya güven, markadan etkilenme ve marka farkındalığının marka bağlılığı üzerindeki etkilerini incelemektir. Bu amaç doğrultusunda araştırma, kolayda örnekleme yöntemiyle anket aracılığıyla Eskişehir ilinde toplanan veriler kapsamında gerçekleştirilmiştir. Araştırma neticesinde; marka farkındalığının, marka imajının ve markaya güvenin marka bağlılığı üzerinde pozitif yönde anlamlı etkileri olduğu fakat markadan etkilenmenin marka bağlılığı üzerinde anlamlı bir etkiye sahip olmadığı yönünde bulgulara ulaşılmıştır. Marka bağlılığı üzerinde etkili olan marka değeri bileşenleri, marka bağlılığı üzerinde görece en güçlü etkiye sahip olandan görece en zayıf etkiye sahip olana doğru (anlamlı etkileri olanlar kapsamında); markaya güven (rpart=0.314), marka farkındalığı (rpart=0.202) ve marka imajı (rpart=0.199) şeklinde sıralanmaktadır. Ayrıca görece etki büyüklüklerinin karşılaştırılmasında yarı-kısmi korelasyon katsayılarından faydalanılmıştır

Anahtar Kelimeler

marka bağlılığı, marka farkındalığı, marka imajı, markadan etkilenme, markaya güven, marka değeri

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