ONLINE MODA MARKA BILINIRLIĞI, MARKA DENEYIMI VE MARKA AŞKI ARASINDAKI ILIŞKININ INCELENMESI; BIR VAKA ÇALIŞMASI: TÜRKIYE

Yıl 2023, Cilt: 9 Sayı: 2, 121 - 135, 15.10.2023

Hajar Karrit

Öz

Bu çalışma, çevrimiçi moda marka bilinirliği, marka deneyimi ve marka sevgisi arasındaki ilişkiyi Türkiye'ye özgü bir bağlamda tanımlayan karmaşık dinamikleri incelemektedir. Nicel bir araştırma tasarımı kullanan çalışma, Türkiye'nin çeşitli bölgelerinden gelen çeşitli katılımcılardan çevrimiçi anketler yoluyla veri topluyor. Doğrulanmış ölçüm ölçekleri ve anketler kullanan araştırma, katılımcıların farklı çevrimiçi moda markalarına ilişkin marka bilinirliği, marka deneyimi ve marka sevgisine ilişkin algılarını inceliyor.
Çalışma, Türk tüketicilerin çevrimiçi moda işletmeleriyle olan duygusal bağlarını etkileyen unsurların yanı sıra marka deneyimi ve marka bilinirliğinin marka sevgisinin gelişimini nasıl desteklediğine ışık tutmayı amaçlıyor. Gelişmiş istatistiksel analizler kullanan çalışma, bu değişkenler arasındaki potansiyel ilişkileri ve bağlantıları ortaya çıkarmayı amaçlıyor. Bulgular, moda marka yönetimi ve pazarlama stratejilerine önemli bilgiler sağlayacak, böylece tüketici davranışının anlaşılmasını derinleştirecek ve Türkiye'nin hızla gelişen çevrimiçi moda ortamında marka bağlılığını güçlendirecek.
Çalışma, potansiyel sınırları kabul ederken, Türk moda sektörü bağlamında tüketici davranışı ve markalaşmaya ilişkin bilgi birikimine katkıda bulunuyor.

Anahtar Kelimeler

Marka, Çevrimiçi Moda marka tanıma, marka deneyimi, marka aşkı.

ANALYZING THE RELATIONSHIP BETWEEN ONLINE FASHION BRAND RECOGNITION, BRAND EXPERIENCE AND BRAND LOVE

Öz

This study delves into the intricate dynamics that define the relationship between online fashion brand recognition, brand experience, and brand love within the unique context of Turkey. Employing a quantitative research design, the study gathers data through online surveys from diverse participants hailing from various regions of Türkiye. By employing validated measurement scales and questionnaires, the research scrutinizes the perceptions of participants regarding brand recognition, brand experience, and brand love concerning distinct online fashion brands.
The study aims to shed light on the elements influencing Turkish consumers' emotional connections to online fashion businesses and how brand experience and brand recognition support the development of brand love. Employing advanced statistical analyses, the study seeks to unveil potential associations and interconnections among these variables. The findings are poised to contribute pivotal insights to fashion brand management and marketing strategies, thereby deepening the comprehension of consumer behavior and fortifying brand allegiance within Türkiye rapidly evolving online fashion landscape.
The study adds to the body of knowledge on consumer behavior and branding in the context of the Turkish fashion sector while acknowledging potential limits.

Anahtar Kelimeler

Brand, Online Fashion brand recognition, brand experience, brand love.

Kaynakça

• [1] Aaker, J. L. (1997). Dimensions of Brand Personality. Journal of Marketing Research, 24(3), 347-356.
• [2] Ahuvia, A. C. (2005). Beyond the extended self: loved objects and consumers identity nar-ratives. Journal of Consumer Research, 32, 171–184.
• [3] Aron, A., & Westbay, L. (1996). Dimensions of the prototype of love. Journal of Personal-ity and Social Psychology, 70(3), 535.
• [4] Batra, R., Ahuvia, A., & et al. (2012). Brand love. Journal of Marketing, 76(2), 1-16.
• [5] Brakus, J. J., Schmitt, B. H., & et al. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty?. Journal of Marketing, 73(3), 52-68.
• [6] Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79–89.
• [7] Cheng, S. Y., White, T. B., & et al. (2012). The effects of self-brand connections on re-sponses to brand failure: A new look at the consumer-brand relationship. Journal of Consumer Psychology, 22(2), 280-288.
• [8] Chernev, A., Hamilton, R., & et al. (2011). Competing for consumer identity: Limits to selfexpression and the perils of lifestyle branding. Journal of Marketing, 75(3), 66-82.
• [9] Dwivedi, A. (2014). Self-brand connection with service brands: Examining relationships with performance satisfaction, perceived value, and brand relationship quality. Services Mar-keting Quarterly, 35(1), 37-53.
• [10] Escalas, J. E., & Bettman, J. R. (2005). Self-construal, reference groups, and brand mean-ing. Journal of Consumer Research, 32(3), 378-389.
• [11] Gibson, D. E., & Barron, L. A. (2003). Exploring the impact of role models on older em-ployees. Career Development International, 8(4), 48-54.
• [12] Grubb, E. L., & Grathwohl, H. L. (1967). Consumer self-concept, symbolism and market behavior: A theoretical approach. Journal of Marketing, 31(4), 22-27.
• [13] Hammerl, M., Dorner, F., & et al. (2016). Attribution of symbolic brand meaning: The interplay of consumers, brands and reference groups. Journal of Consumer Marketing, 33(1), 32-40.
• [14] Hauser, J. R. (2011). A marketing science perspective on recognition-based heuristics. Judgment and Decision Making, 6(5), 396-408.
• [15] Holbrook, C. &. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty (éd. Pages 81-93.). Journal of Marketing.
• [16] Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-based Brand Equity. Journal of Marketing, 57(1), 1-22.
• [17] Kim, H., Woo, E., & et al. (2015). Tourism experience and quality of life among elderly tourists. Tour. Manag, 46, 465–476.
• [18] Lin, C. H. (2013). The effects of brand images on purchase intention in catering industry. Pakistan Journal of Statistics, 29(5), 745-754.
• [19] Louis, D., & Lombart, C. (2010). Impact of brand personality on three major relational consequences (trust, attachment, and commitment to the brand). Journal of Product & Brand Management, 19(2), 114-130.
• [20] Ndlela, T., & Chuchu, T. (2016). Celebrity Endorsement Advertising: Brand Awareness, Brand Recall, Brand Loyalty as Antecedence of South African Young Consumers Purchase Behaviour. Journal of Economics and Behavioral Studies, 8(2), 79-90.
• [21] Putra, D. H. (2019). Exploring Antecedents to Customer Citizenship Behaviour: A Pro-posed Model. International Journal of Innovation, Creativity and Change.
• [22] Putra, D. H., Astuti, E. S., & et al. (2020). Understanding Brand Experience, Brand Trust And Brand Love In Relationship. International Journal of Psychosocial Rehabilitation.
• [23] Rosenberg, M. (1981). The self-concept: Social product and social force. New York: Basic Books. [24] Schmitt, B., Brakus, J. J., & et al. (2015). From experiential psychology to consumer ex-perience. Journal of Consumer Psychology, 25(1), 166-171.
• [25] Schouten, J. W., McAlexander, J. H., & et al. (2007). Transcendent customer experience and brand community. J. Acad. Mark. Sci., 35, 357–368.
• [26] Sebastian, J. A. (2019). Responsible and active brand personality: On the relationships with brand experience and key relationship constructs. Journal of Business Research, Vol. 99(Issue 1), Pages 464-471.
• [27] Swann, W. B., & Read, S. J. (1981). Self-verification processes: How we sustain our selfconceptions. Journal of Experimental Social Psychology, 17(4), 351-372.
• [28] Tumbat, G., & Belk, R. W. (2011). Marketplace Tensions in Extraordinary Experiences. Journal of Consumer Research, 38(1), 42–61.
• [29] Turgut, M. U., & Gultekin, B. (2015). The critical role of brand love in clothing brands. Journal of Business, Economics and Finance, 4(1), 126-152.