MARKAYA YÖNELİK DUYGULARDA ANTROPOMORHİZM ETKİSİNİN RASYONEL VE HEDONİK FAYDA AÇISINDAN DEĞERLENDİRİLMESİ

Yıl 2019, Cilt: 20 Sayı: 2, 85 - 97, 30.11.2019

Hatice Aydın Sevtap Ünal

Öz

Bu
çalışmada nesnelere insani özellikler yüklemenin, tüketicinin marka aşkı ve
marka nefreti duygularına etkisini ve insan biçimselliğin rasyonel ve hedonik
ürün grupları açısından farklılaşıp farklılaşmadığını incelemek amaçlanmıştır. Bu
amaçla Muş il merkezinde bulunan tüketicilerle yüz yüze anket uygulanmıştır. Elde
edilen sonuçlar doğrultusunda insan biçimselleştirme ile marka aşkı arasında
pozitif ilişki olduğu ancak marka nefreti ile anlamlı bir ilişki olmadığı
tespit edilmiştir. Rasyonel ve hedonik fayda sağlayan ürünlerin tümünde insan
biçimcilik ve marka aşkı arasında anlamlı bir ilişki bulunmaktadır.

Anahtar Kelimeler

Marka aşkı, Marka nefreti, Antropomorhism, Hedonik Fayda, Rasyonel Fayda.

Kaynakça

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