Measurement Invariance for Composite Models (MICOM): Comparison of Online Brand Advocacy Scale Between Türkiye and Afghanistan

Yıl 2022, Cilt: 2 Sayı: 2, 49 - 66, 20.10.2022

Mustafa Bilgehan Kutlu , Saniye Sağır , Hojatullah Aminzai

Öz

Consumers interact with each other in various online environments such as social media and forums. In these environments, some consumers voluntarily defend brands and provide brand-related information to other consumers. Researchers have conceptualized the phenomenon of online brand advocacy in recent years. The aim of this study is to examine the reliability and validity of the online brand advocacy scale in Turkey and Afghanistan. In addition, the measurement invariance of the online brand advocacy scale between the two countries is examined by applying the MICOM procedure. In this context, an online survey is applied to 294 consumers residing in Turkey and 206 consumers residing in Afghanistan by making use of the convenience sampling method. Results of the study show that online brand advocacy has a three-dimensional structure (brand defense, brand information sharing and brand positivity) in Turkey and Afghanistan. In addition, it is seen that brand information sharing have insufficient measurement invariance to allow multi-group analysis between the two countries. The findings show that the increase in Afghan consumers' brand awareness has a more positive effect on brand defense and brand positivity than Turkish consumers.

Anahtar Kelimeler

Online Brand Advocacy, Measurement Invariance, Brand Awareness, MICOM.

Kompozit Modeller İçin Ölçüm Değişmezliği (MICOM): Online Marka Savunuculuğu Ölçeğinin Türkiye ve Afganistan için Karşılaştırması

Öz

Tüketiciler sosyal medya, forumlar gibi çok sayıda farklı online ortamlarda birbirleri ile etkileşimde bulunmaktadır. Bu ortamlarda, bazı tüketiciler markaları gönüllü biçimde savunmakta, diğer tüketicilere marka ile ilgili bilgi sağlamaktadır. Online marka savunuculuğu olgusu son yıllarda araştırmacılar tarafından incelenmektedir. Bu çalışmanın amacı, Türkiye ve Afganistan’da online marka savunuculuğu ölçeğinin güvenilirlik ve geçerlik açısından incelemektir. Ayrıca online marka savunuculuğu ölçeğinin iki ülke arasındaki ölçüm değişmezliği MICOM prosedürü uygulanarak incelenmektedir. Bu bağlamda çalışmada, Türkiye’de ikamet eden 294 tüketici ve Afganistan’da ikamet eden 206 tüketiciye kolayda örnekleme yönteminden faydalanılarak online anket uygulanmaktadır. Araştırma sonucunda, online marka savunuculuğunun Türkiye ve Afganistan’da üç boyut (marka savunması, marka bilgi paylaşımı ve marka pozitifliği) bir yapıya sahip olduğu görülmektedir. Bunun yanında, marka bilgi paylaşımının, iki ülke arasında çoklu grup analizlerine imkân sağlayacak düzeyde ölçüm değişmezliğine sahip olmadığı görülmektedir. Bulgular Afgan tüketicilerin marka farkındalıklarındaki artışın Türk tüketicilere göre marka savunması ve marka pozitifliği üzerinde daha olumlu etkiye sahip olduğunu göstermektedir.

Anahtar Kelimeler

Online Marka Savunuculuğu, Ölçüm Değişmezliği, Marka Farkındalığı, MICOM

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