Marka çağrışımı ve marka sadakatinin marka havalılığı ve savunuculuğuna etkisi

Öz

Marka havalılığı kavramı son zamanlarda araştırmacıların dikkatini çekmektedir. Araştırmacılar ve uygulayıcılar, marka havalılığının sonuçlarını anlamak istemektedir. Bu nedenle, bu çalışma, marka havalılığının marka çağrışımı, marka sadakati ve marka savunuculuğunu etkileyip etkilemediğini belirlemeyi amaçlamaktadır. Uyarıcı organizma tepkisi (SOR) modeline dayanan bu çalışma, marka çağrışımı ve sadakatinin, marka havalılığı ve marka savunuculuğu üzerindeki etkisini nasıl ilettiğini de araştırmaktadır. Çalışma, 702 turistten oluşan kullanılabilir bir örneklem üzerinde nicel bir yaklaşım kullanmıştır. Veriler, SmartPLS programı kullanılarak analiz edilmiştir. Sonuçlar, marka havalılığının marka çağrışımı, sadakati ve savunuculuğu üzerinde olumlu bir etkiye sahip olduğunu ortaya koymuştur. Ayrıca, marka çağrışımı ve sadakati, marka havalılığı ve marka savunuculuğu arasında önemli aracılık rolleri üstlenmiştir. Bu çalışma, turistik yerler bağlamında marka havalılığının yeni sonuçlarını araştırarak literatüre katkıda bulunmaktadır. Aynı zamanda, marka savunuculuğu için yeni öncüller sunmaktadır. Çalışma ayrıca, henüz ele alınmamış olan marka çağrışımı ve marka sadakatinin marka havalılığı ve marka savunuculuğu arasındaki aracılık ilişkilerini de incelemiştir. Bu bulgular, marka havalılığı literatürünü güçlendirmek ve araştırmacılar ve uygulayıcılar için çıkarımlar yapmak açısından önemlidir.

Anahtar Kelimeler

• Marka Havalılığı
• Marka Savunuculuğu
• Marka Çağrışımı
• Marka Sadakati

The impact of brand association and brand loyalty on brand coolness and advocacy

Öz

The concept of brand coolness has recently attracted research attention. Researchers and practitioners alike are eager to understand the consequences of brand coolness. Therefore, this study aims to determine whether brand coolness influences brand association, brand loyalty, and brand advocacy. Based on the stimulus-organism response (SOR) model, this study also investigates how brand association and loyalty influence brand coolness and brand advocacy. The study employed a quantitative approach with a usable sample of 702 tourists. Data were analyzed using the SmartPLS program. The results revealed that brand coolness has a positive impact on brand association, loyalty, and advocacy. Furthermore, brand association and loyalty play significant mediating roles between brand coolness and brand advocacy. This study contributes to the literature by investigating new consequences of brand coolness in the context of tourist destinations and also offers new antecedents for brand advocacy. The study also examined the mediating effects of brand association and brand loyalty on brand coolness and brand advocacy, which have not yet been addressed. These findings are important for strengthening the brand coolness literature and providing implications for researchers and practitioners.

Anahtar Kelimeler

• Brand Coolness
• Brand Advocacy
• Brand Association
• Brand Loyalty

Kaynakça

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