MARKA BAĞLILIĞI OLUŞTURMADA MARKA İMAJININ ETKİSİNİN YAPISAL EŞİTLİK MODELİ İLE ANALİZİ: SPOR MALZEMESİ MARKASI KULLANICILARI ÜZERİNDE BİR ARAŞTIRMA

Yıl 2016, Cilt: 10 Sayı: 1, 131 - 140, 01.04.2016

Murat Erdoğdu Murat Koçyiğit

Öz

Markaların, müşterileri ile uzun dönemli ilişkiler kurabilme ve bu ilişkileri sürdürebilme kapsamında en önemli ilişkisel pazarlama öğeleri arasında, marka imajı ve marka bağlılığı yer almaktadır. Markalar, tüketicilerin zihninde yer alan olumlu algıları ile marka imajlarını geliştirmektedirler. Ayrıca, uzun dönemli ilişkiler kurabilmek amacıyla da hem duygusal yönden hem de davranışsal yönden sadık müşteriler elde etmeye çalışmaktadırlar. Bu doğrultuda çalışmanın amacı; ilişkisel pazarlama unsurları içerisinde çok önemli bir yere sahip olan marka imajının, algılanan değer, markaya güven ve marka tatmini değişkenleri aracılığıyla, marka bağlılığı üzerindeki etkilerini incelemektir. Bu bağlamda, Yapısal Eşitlik Modeli YEM aracılığıyla marka imajının marka bağlılığı üzerindeki etkisini tespit etmek amacıyla kavramsal bir model oluşturulmuştur. Bu amaç ve model doğrultusunda araştırma, kolayda örnekleme yöntemiyle anket aracılığıyla Konya ilinde toplanan veriler kapsamında gerçekleştirilmiştir. Araştırma neticesinde; marka imajının, algılanan değer ve markaya güven üzerinde; markaya güvenin de marka tatmini üzerinde, tatminin de marka bağlılığı üzerinde pozitif yönde anlamlı etkileri olduğu tespit edilmiştir. Bu doğrultuda, marka imajının, algılanan değer ve markaya güven üzerinde; güvenin de marka tatmini üzerinde; tatminin de marka bağlılığı üzerinde doğrudan etkileri bulunmaktadır hipotezleri desteklenmiştir. Ayrıca, algılanan değerin marka tatmini üzerinde anlamlı bir etkiye sahip olmadığı yönünde bulgulara da ulaşılmıştır.

Anahtar Kelimeler

Marka İmajı, Algılanan Değer, Güven, Tatmin, Marka Bağlılığı

THE ANALYSİS OF THE EFFECT OF BRAND IMAGE ON CREATİNG BRAND LOYALTY WİTH THE STRUCTURAL EQUATİON MODEL: A RESEARCH STUDY ON THE SPORTS EQUİPMENT BRAND USERS

Öz

Brand image and brand loyalty are among the most important relational marketing elements for brand owners to be able to set up long – term relationships with their customers and to maintain these relationships. Brand owners improve their brand images with the positive perceptions remaining in the consumers’ minds. In addition, they try to find the customers that are both emotionally and behaviourally faithful to themselves in order to set up long – term relationships. Therefore, the aim of this study is to analyse the effects of the brand image that has a very important role among relational marketing elements on the brand loyalty in terms of the variables such as the perceived value, the trust in brand and the brand satisfaction. In this context, a theoretical model was created to determine the effect of the brand image on the brand loyalty thanks to the Structural Equation Model SEM . According to this aim and this model, the study was carried out in the scope of the data collected through the questionnaires in Konya with the method of convenience sampling. The results of the research showed that the brand image has positive significant effects on the perceived value and the trust in brand and that the trust in brand has positive significant effects on the brand satisfaction, and that the brand satisfaction has positive significant effects on the brand loyalty. Thus, the hypotheses that the brand image has direct effects on the perceived value and the trust in brand and that the trust in brand has direct effects on the brand satisfaction and that the brand satisfaction has direct effects on the brand loyalty were supported. In addition, the findings about whether the perceived value has a significant effect on the brand satisfaction were also acquired

Anahtar Kelimeler

Brand Image, Perceived Value, Trust, Satisfaction, Brand Loyalty

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