Marka Performansının Kafa Karışıklığı Belirsizlikten Kaçınma ve Marka Sadakati Üzerindeki Aracılık Etkisi

Yıl 2019, Cilt: 34 Sayı: 4, 491 - 510, 31.12.2019

Çiğdem Unurlu

https://doi.org/10.24988/ije.2019344879

Cited By: 1

Öz

Bu çalışmanın amacı marka performansının kafa karışıklığı ile marka sadakati arasındaki ilişki üzerinde ve belirsizlikten kaçınma ile marka sadakati arasındaki ilişki üzerindeki aracılık etkisinin olup olmadığını test etmektir. Önerilen kavramsal model 437 katılımcıdan elde edilen verilerle test edilmiştir. Yapılan analizler sonucunda marka performansının kafa karışıklığı ile marka sadakati arasındaki ilişki üzerinde tam aracılık etkisinin olduğu ve belirsizlikten kaçınma ile marka sadakati arasındaki ilişki üzerinde ise kısmi aracılık etkisi olduğu sonucuna ulaşılmıştır. Ayrıca analizler neticesinde belirsizlikten kaçınmanın marka performansı üzerindeki değişkenliğin %28’ini, kafa karışıklığının marka performansı üzerindeki değişkenliğin %14’ünü ve marka performansının marka sadakatindeki değişkenliğin %81’ni açıkladığı tespit edilmiştir. Diğer taraftan kafa karışıklığının marka sadakatini direk olarak etkilemediği ve kafa karışıklığının marka sadakatini marka performansı üzerinden etkilediği sonucuna ulaşılmıştır.

Anahtar Kelimeler

Kafa Karışıklığı, Belirsizlikten Kaçınma, Marka Performansı, Marka Sadakati, Karar Verme İşlemi

The Mediating Role of Brand Performance on the Relationship between Confusion - Brand Loyalty and Uncertainty Avoidance – Brand Loyalty

Öz

The purpose of this study is to determine whether brand performance has mediating effect on the relationship between confusion - brand loyalty and between uncertainty avoidance – brand loyalty or not. The proposed model was tested on 437 participants. As a result of the analysis, it was revealed that brand performance has a full mediating effect on the relationship between the confusion and brand loyalty, and a partial mediating effect on the relationship between the uncertainty avoidance and brand loyalty. Also, as a result of the model testing, it was found that uncertainty avoidance explained 28% of the variability in brand performance, confusion explained 14% of the variability in brand performance and also brand performance explained 81% of the variability in brand loyalty. On the other hand, confusion does not directly affect brand loyalty but it affects brand loyalty through brand performance.

Anahtar Kelimeler

Confusion, Uncertainty Avoidance, Brand Performance, Brand Loyalty, Decision-making Process

Kaynakça

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