Lüks Markalarda Marka Tutumu ve Sadakatine Yönelik Tüketici Davranışı: Çokuluslu Perspektiflerden Kanıtlar

Öz

Bu çalışma, farklı kültürlerde lüks markalara yönelik motivasyonel faktörler üzerine yapılmıştır. Özellikle, marka tutumu ve marka sadakati arasındaki ilişki incelenmiştir. Ayrıca, beklenen kaygıdan kaçınma ve beklenen mutluluk gibi faktörlerin rolleri de araştırılmıştır. Veri toplama yöntemi olarak tüketici anketi kullanılmıştır. Güvenilirlik ve yakınsak geçerlilik için, hipotez testinden önce ölçüm ölçekleri doğrulanmıştır. Değişkenler arasındaki etkiyi araştırmak için Smart-PLS ile yapısal yol analizi kullanılmıştır. Yapısal analizde, marka tutumu ve mutluluğun marka sadakati üzerinde anlamlı pozitif etkileri olduğu bulunmuştur. Beklenen kaygıdan kaçınmanın ise sadakat üzerinde anlamlı bir etkisi olmadığı tespit edilmiştir. Ayrıca, marka tutumu ile kaygıdan kaçınma ve marka tutumu ile mutluluk arasında anlamlı ilişkiler bulunmuştur. Sonuç olarak, lüks markalara yönelik olumlu marka tutumunun kritik bir faktör olduğu vurgulanmaktadır. Bulgular, olumlu marka tutumunun lüks markalar için kritik bir itici güç olmaya devam ettiğini ortaya koymaktadır. Bununla birlikte, marka sadakatinin arka planındaki etkenler farklı kültürlerde değişiklik göstermektedir. Psikolojik motivasyonlar kültürel etkilere bağlıdır. Örneğin, Türkiye'de keyif alma duygusunun marka sadakati üzerinde önemsiz bir etkisi varken, Suudi Arabistan'da marka sadakati üzerinde olumlu ve anlamlı bir etkisi vardır. Bu sonuçlar geçmiş literatürde yaygın olarak bulunsa da, bu araştırma teorik olarak farklı kültürlerin bakış açısıyla literatüre katkıda bulunmuştur.

Anahtar Kelimeler

• Lüks Markalar
• Marka Sadakati
• Marka Tutumu
• Tüketici Davranışı
• Türkiye
• Suudi Arabistan.

Consumer Behavior toward Brand Attitude and Loyalty in Luxury Brands: Evidence from Multinational Perspectives

Öz

This study conducted on motivational factors toward luxury brands in different cultures. Specifically, it is examined that the relationship between brand attitude and brand loyalty. In addition, it is explored that the roles of avoidance of expected anxiety and joy. As a data collection method, a consumer survey was conducted. For reliability and convergent validity, measurement scales were validated before hypothesis testing. The structural path analysis with Smart-PLS used to investigates affect between variables. In the structural analysis, it is found that brand attitude and enjoyment have significant positive effects on brand loyalty. And avoidance of expected anxiety has not significantly effect on loyalty. Also there are significantly relationships between brand attitude and avoidance of expected anxiety, brand attitude and enjoyment. In conclusion, it is highlighted that positive brand attitude toward luxury brands is critical factor. The findings highlight that a positive brand attitude remains a critical driver for luxury brands. However, background drivers of brand loyalty vary from different cultures. The psychological motivators are dependent on cultural effects. For example, in Turkey enjoyment is insignificant effect on brand loyalty, but in Suadi Arabia it has positive significant effect on brand loyalty. These results are commonly found in past literature, but this research theoretically contributed to literature aspect of different cultures perspective.

Anahtar Kelimeler

• Luxury Brands
• Brand Loyalty
• Brand Attitude
• Consumer Behavior
• Turkey
• Saudi Arabia.

Kaynakça

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