MARKA ANTROPOMORFİZMİ İLE MARKA AŞKI İLİŞKİSİNDE MARKA GÜVENİNİN ROLÜ

Yıl 2021, Cilt: 16 Sayı: 1, 46 - 60, 11.08.2021

Elçin Bayraktar Köse Hale Çolakoğlu

Öz

İnsani bir fiziksel özelliğe, duruşa, duygu veya ruha sahip olduğunu düşündüğümüz insan harici varlıklara farklı özellikler atfetmemizin kavramsal karşılığı olan antropomorfizm veya “insan biçimsellik”, zamanla pazarlama alanında da dikkatleri üzerine çekmiş ve özellikle marka alanında kendine karşılık bulmuştur. Bu alanda marka antropomorfizmi olarak kavramsallaşan olgunun marka aşkı ile ilişkisinde marka güveninin rolünün araştırıldığı bu çalışmada kolayda örnekleme yöntemi ile 317 üniversite öğrencisinden online veri toplanmış, verilerin analizinde SPSS ve LISREL programlarından yararlanılmıştır. Oluşturulan araştırma modellerinden elde edilen sonuçlara göre marka antropomorfizminin marka aşkı ve marka güveni üzerinde anlamlı ve pozitif bir etkisi olduğu; marka güveninin ise marka antropomorfizmi ile marka aşkı ilişkisinde kısmi aracılık etkisine sahip olduğu belirlenmiştir.

Anahtar Kelimeler

Marka Antropomorfizmi, Marka Güveni, Marka Aşkı

Kaynakça

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