BİREYSEL VE KOLEKTİVİST MARKA GURURUNUN MARKA SADAKATİ VE MUHALİF MARKA SADAKATİYLE İLİŞKİSİ

Öz

Bu çalışma, marka gururu kavramını değerlendirme kuramları bağlamında ele alarak marka gururunun bireysel ve kolektivist boyutları ile marka sadakati ve muhalif marka sadakati arasındaki ilişkileri incelemektedir. Marka gururu literatüründe kavramın iki boyutlu yapısına ilişkin bulgular artmakla birlikte, bu boyutların farklı sadakat sonuçlarıyla ilişkileri, özellikle bireysel marka gururunun muhalif marka sadakati üzerindeki rolü bakımından henüz yeterince açıklığa kavuşmamıştır. Bu doğrultuda çalışma, sosyal görünürlüğü ve kimlik ifade etme potansiyeli yüksek kişisel dijital cihaz markaları üzerine Türkiye’de yürütülmüştür. Çevrimiçi anket yoluyla 331 katılımcıdan elde edilen veriler SmartPLS 4 programı kullanılarak Kısmi En Küçük Kareler Yapısal Eşitlik Modellemesi (PLS-SEM) ile analiz edilmiştir. Bulgular, bireysel ve kolektivist marka gururunun hem marka sadakati hem de muhalif marka sadakatiyle pozitif ve anlamlı biçimde ilişkili olduğunu göstermektedir. Bu sonuçlar, marka gururunun yalnızca genel bir olumlu tüketici duygusu olarak değil, bireysel kimlik ve kolektif aidiyet süreçleriyle ilişkili çok boyutlu bir yapı olarak değerlendirilmesi gerektiğini göstermektedir.

Anahtar Kelimeler

• Marka gururu
• Bireysel marka gururu
• Kolektivist marka gururu
• Marka sadakati
• Muhalif marka sadakati

THE RELATIONSHIP OF INDIVIDUALISTIC AND COLLECTIVISTIC BRAND PRIDE WITH BRAND LOYALTY AND OPPOSITIONAL BRAND LOYALTY

Öz

This study examines brand pride within the framework of appraisal theories and investigates how its individualistic and collectivistic dimensions are related to brand loyalty and oppositional brand loyalty. Although findings regarding the two-dimensional structure of the concept are increasing in the literature on brand pride, the relationships between these dimensions and various loyalty outcomes—particularly the role of the relationship between individualistic brand pride and oppositional brand loyalty—have not yet been sufficiently clarified. Accordingly, the study was conducted in Türkiye with a focus on personal digital device brands, which are characterized by high social visibility and identity-expressive potential. Data collected from 331 participants through an online survey were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4 The findings indicate that both individualistic and collectivistic brand pride are positively and significantly associated with brand loyalty and oppositional brand loyalty. The study contributes to the brand pride literature by showing that brand pride should be considered not merely as a general positive consumer emotion, but as a multidimensional construct associated with both individual identity and collective belonging processes.

Anahtar Kelimeler

• Brand pride
• Individualistic brand pride
• Collectivistic brand pride
• Brand loyalty
• Oppositional brand loyalty

Kaynakça

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