MARKA KİŞİLİĞİ BOYUTLARININ MARKA VEFASI BOYUTLARI ÜZERİNDEKİ ETKİLERİNE YÖNELİK BİR ARAŞTIRMA

Yıl 2020, Cilt: 30 Sayı: 2, 317 - 334, 03.09.2020

Erkan Yıldız

https://doi.org/10.18069/firatsbed.701296

Öz

Bu çalışmada marka kişiliği boyutlarının marka vefası boyutları üzerindeki etkileri araştırılmıştır. Bu amaçla Türkiye’de spor ayakkabı markaları içinde pazarda ilk üç sırayı alan Nike, New Balance ve Adidas markalı ayakkabıları kullanan tüketiciler üzerine bir araştırma yapılmıştır. Araştırma kapsamında 1-31 Temmuz 2019 tarihleri arasında, internetten 750 anket doldurulmuş ve her markadan 250 deneğe ulaşılmıştır. Araştırma modelinin analiz edilmesinde kısmi en küçük kareler yol analizi (PLS-SEM) kullanılmıştır. Veriler SmartPLS 3.2.8 istatistik programı kullanılarak analiz edilmiştir. Araştırma sonuçlarına göre, marka kişiliğinin alt boyutları olan; hümanizm, heyecan, statü geliştirme, profesyonellik ve zindeliğin marka vefasının alt boyutları olan; yardım etmeye hazır olma/affetme (performans), yardım etmeye hazır olma/affetme (fiyat), karşılıklı bağımlılık ve alternatiflerin küçülmesi üzerinde pozitif yönlü etkileri vardır.

Anahtar Kelimeler

Marka Kişiliği, Marka Vefası

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