SPOR GİYİM ENDÜSTRİSİNDE MATERYALİZM, MARKA SADAKATİ VE MARKA-BENLİK UYUMU ARASINDAKİ İLİŞKİNİN BELİRLENMESİNE YÖNELİK BİR ARAŞTIRMA

Öz

Bu çalışmanın amacı materyalizm, marka sadakati ve marka-benlik uyumu arasındaki ilişkinin incelenmesidir. Bu bağlamda materyalizmin marka sadakati ve marka-benlik uyumu üzerindeki etkileri ile marka sadakatinin marka-benlik uyumu üzerindeki etkileri araştırmada incelenecektir. Araştırmanın verileri yapılandırılmış anket formu vasıtasıyla toplamda 313 kişiden yüz yüze toplanmıştır. Anketler yüksek tüketim eğilimlerinden dolayı üniversite öğrencilerine uygulanmıştır. Elde edilen bu verilerin SPSS 20 paket programları ile analizleri gerçekleştirilmiş ve raporlanmıştır. Araştırmanın sonuçlarına göre materyalizm ile marka sadakati arasında, materyalizm ile marka-benlik uyumu arasında ve marka sadakati ile marka-benlik uyumu arasında anlamlı bir ilişki olduğu gözlenmiştir. Araştırmanın iki temel sınırlılığı bulunmaktadır. İlk olarak araştırma Konya’da gerçekleştirilmiştir. İkinci olarak spor giyim endüstrisi bağlamında gerçekleştirilmiştir. Farklı çalışmalarda farklı değişkenler ile araştırılan materyalizm ve marka sadakatinin marka-benlik uyumu değişkeni ile incelenmesi teorik bağlamda literatüre katkı sağlayacaktır.

Anahtar Kelimeler

• Marka-Benlik Uyumu
• Marka Sadakati
• Materyalizm

An Examination Of Relationship Between Materialism, Brand Loyalty And Self-Brand Congruity In Sportswear Industry

Öz

This study aims to identify the relationship between materialism, brand loyalty and self-brand congruity. In this context, effects of materialism on brand loyalty and self-brand congruity will be examined in the research. The data of the study were collected face to face from a total of 313 people through a structured questionnaire. The surveys were applied to university students due to their high consumption trends. The obtained data were analyzed and reported with SPSS 20 package programs. According to the results of the study, it was observed that there is a significant relationship between materialism and brand loyalty, between materialism and self-brand congruity, and between brand loyalty and self-brand congruity. The study has two main limitations. First, the research was carried out in Konya. Second, it was carried out in the context of the sportswear industry. Materialism and brand loyalty have been investigated in different studies with different variables. This study aims to contribute literature by analyzing two variables with brand-self congruity.

Anahtar Kelimeler

• Brand Loyalty
• Self-Brand Congruity
• Materyalism

Kaynakça

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