MARKA DENEYİMLERİNİN MARKA SAVUNUCULUĞU ÜZERİNE ETKİSİ: TÜRKÇE’YE ÖLÇEK UYARLAMA, GEÇERLİLİK VE GÜVENİLİRLİK

Öz

Marka deneyimi bir markayı henüz satın almadan önce başlayan, satın alma sırası ve sonrasında devam eden süreçte markaya dair bütün tecrübelerdir. Marka savunuculuğu ise bir markayı sadakatle kullanmanın ve çevreye ısrarla tavsiye etmenin de ötesinde markaya adanmışlığı ifade eder. Bu araştırmanın amacı Khan ve Rahman tarafından geliştirilen ‘Perakende Marka Deneyimi Ölçeği’ ve Wilder tarafından geliştirilen ve uyarlanan ‘Marka Savunuculuğu Ölçeğinin Türkçeye uyarlanması ve Türkçe formlarının geçerlilik ve güvenilirlik analizlerinin yapılmasıdır. Ölçek uyarlaması sonrasında Yapısal Eşitlik Modeli (YEM) kullanılarak “Marka Deneyimlerinin Marka Savunuculuğu” üzerine etkisi incelenmiştir. Araştırmanın ana kütlesi 1980 sonrası doğmuş, dijital yerliler olarak bilinen yeni kuşak tüketici evreninden alınan önlisans, lisans, yüksek lisans ve doktora düzeyinde eğitim gören üniversite öğrencileridir. 930 katılımcıdan online olarak toplanmış verilerin sonuçlarına göre marka deneyimi ölçeği Cronbach’s alfa katsayısı 0,970, marka savunuculuğu ölçeği Cronbach’s alfa katsayısı 0,972’tir. Bu durumda ölçeklerin yüksek düzeylerde geçerlilik ve güvenilirlik koşulunu sağladıkları ve her iki ölçeğin Türkçe formlarının geçerli ve güvenilir birer ölçme aracı oldukları görülmüştür. Yapısal Eşitlik Modeli incelemesinde marka deneyimlerinin marka savunuculuğu üzerine etkisi bulunduğu saptanmıştır. Araştırma alt boyutlarından marka fiziksel alışveriş deneyimleriyle marka güvenirlik ve kolaylaştırıcılığı deneyimlerinin marka savunuculuğu üzerine yine pozitif etkilerinin bulunduğu görülmüştür. Çalışmanın sınırlılığı uyaran olarak teknolojik bir ürünün kullanılmış olmasıdır. Bundan sonra yapılacak araştırmalarda değişik sektörlerden, farklı ürünler kullanılması ve farklı tüketici gruplarından oluşturulacak örneklemlerle, ölçekler marka alt boyutlarında farklı sonuçlar verebilir.

Anahtar Kelimeler

• Marka
• Marka Deneyimi
• Marka Savunuculuğu
• Ölçek
• Türkçeye Uyarlama

BRAND EXPERIENCES IMPACT ON BRAND ADVOCACY: ADAPTATION TO TURKISH SCALE, VALIDITY AND RELIABILITY

Öz

Brand experience is all that you experience about the brand, starting before buying a brand, during and after the purchase. Brand advocacy, on the other hand, expresses your dedication to the brand, beyond using a brand faithfully, as well as persistently recommending it to your environment. The Retail Brand Experience Scale which were developed by Khan and Rahman and Brand Advocacy Scale which were developed and adapt by Wilder, at this study was to adapt the two scales into Turkish and to analyze the validity and reliability of the Turkish forms. After the scale adaptation, the effect of brand experiences on brand advocacy was examined using Structural Equation Model (SEM). The main mass of the research is university students who were born after 1980 and received education at associate, undergraduate, graduate and doctoral levels from the new generation consumer universe known as digitasl natives. According to the results of the data collected online from 930 participants, the Cronbach's alpha coefficient of the brand experience scale is 0,970 and the Cronbach's alpha coefficient of the brand advocacy scale is 0,972. Thereby, it can be saw that these scales have high reliability and validity and the Turkish versions of those are valid and reliable measurement tools. In structural model review, the effect of brand experiences on brand advocacy was found. By examining the results of the structural equation model, it has been observed that the physical shopping experiences of the brand and the experiences of brand reliability and facilitation have a positive effect on brand advocacy. The limitation of the study is that a technological product was used as a stimulus. In future research, the scales may give different results in brand sub-dimensions, with the use of different products from different sectors and samples to be formed from different consumer groups.

Anahtar Kelimeler

• Brand
• Brand Experience
• Brand Advocacy
• Scale
• Adaptation to Turkish

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