Tüketici Sosyal İhtiyaçlarının Marka Sadakati Oluşturma Üzerine Etkisi

Öz

Bu çalışmanın amacı; sembolik tüketimin dinamik sürecinin alt boyutlarından olan sosyal ihtiyaçların, tüketicilerin marka seçimlerinde sembolik mesajlar bağlamında nasıl bir rol oynadığının araştırılmasıdır. Bu çalışmada tüketici ihtiyaçlarına göre kategorize edilmiş sosyal ihtiyaçlar modeli kullanılarak, kollektivizm/bireycilik, öz uyum, marka etkisi, marka kimliği ve marka sadakati kavramları incelenmiş ve hipotez testleri yapılmıştır. Veriler, Volkswagen marka otomobilleri deneyimlemiş tüketicilerden elde edilmiştir. Doğrulayıcı faktör analizi ve yapısal eşitlik modeli kullanılarak model test edilmiştir. Bu araştırmanın örneklemi Rize şehrinde yaşayan Volkswagen marka araç kullanıcıları ile sınırlandırılmıştır. Bulgular, marka etkisinin sembolik tüketimdeki önemli bağdaştırıcı rolünü ortaya koymuştur. Dahası; önceki sembolik tüketim çalışmalarında ortaya konmuş olan öz uyum ile marka bilinilirliği, kollektivizm/bireycilik ve marka etkisi arasındaki ilişkide bağdaştırıcı bir etkisinin olmadığı bulunmuştur. Sosyal ihtiyaç modelinde, marka etkisi; kolektivizm / bireycilik, öz-uyum, marka kimliği ve marka sadakati arasında aracılık etkisi göstermektedir. Pazarda faaliyet gösteren işletmeler kendi ürünlerini/markalarını rakip ürünlerden/markalardan farklı kılmak adına sosyal ihtiyaçları vurgulayan sembolik özellikleri ön plana çıkartmak zorundadırlar. Her ne kadar mal ve hizmetlerin özellikleri benzer olsa da sembolik unsurlarla oluşturulması mümkün olan küçük farklılıklar tüketicilerin satın alma kararını etkileyebilmektedirler. Dolayısıyla ürünler fonksiyonel özelliklerine ilave olarak tüketicilerin sempatisini ve beğenisini kazanacak sembolik özellikler dikkate alınarak tasarlanmalıdır.

Anahtar Kelimeler

• Sembolik tüketim
• Sosyal İhtiyaçlar
• Marka
• Marka Sadakati

The Effect of Consumer Social Needs on Building Brand Loyalty

Öz

The purpose of this study is; to examine how social needs, one of the sub-dimensions of the dynamic process of symbolic consumption, play a role in consumers' brand choices in the context of symbolic messages. In this study, using the social needs model categorized according to consumer needs, the concepts of collectivism / individualism, self-congruence, brand influence, brand identity and brand loyalty were examined and hypothesis tests were conducted. The data are obtained from consumers who have experienced Volkswagen brand cars. The model was tested using confirmatory factor analysis and structural equation model. The sample of this research is limited to Volkswagen vehicle users living in Rize city. The findings revealed the important mediating role of brand influence in symbolic consumption. Moreover; It has been found that there is no mediating effect on the relationship between self-congruence and brand awareness, collectivism / individualism, and brand influence, which has been demonstrated in previous symbolic consumption studies. Brand effect in social need model; It shows a mediating effect between collectivism / individualism, self-congruence, brand identity and brand loyalty. Businesses operating in the market have to highlight symbolic features that emphasize social needs in order to differentiate their products / brands from competitors. Although the features of goods and services are similar, small differences that can be created with symbolic elements can affect the purchasing decision of the consumers. Therefore, in addition to their functional features, products should be designed by taking into account the symbolic features that will gain the sympathy and appreciation of the consumers.

Anahtar Kelimeler

• Symbolic Consumption
• Social needs
• Brand
• Brand loyalty

Kaynakça

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