THE EFFECT OF CONSUMERS’ PRODUCT INVOLVEMENT ON BRAND LOYALTY: A PILOT STUDY FOR A SYMBOLIC QUALITY PRODUCT GROUP IN ISTANBUL

Abstract

The aim of study is to investigate factor structure of Consumer Involvement Profile in Turkey with a symbolic quality product group and so clarify the effect of product involvement on brand loyalty. In order to reveal structural validity of scale, factor analysis was conducted to data collected by face to face interview method on 400 consumers in the center of İstanbul. In this analysis, while interest and pleasure value are grouped come under a single factor, symbolic value, risk importance and risk probability variables under separate factors. It is also seen that the brand loyalty is other scale of study, is effective and reliable structure. It is also found by using regression analysis that product involvement has positive and strong effect on brand loyalty

Keywords

• Product Involvement,Brand Loyalty

TÜKETİCİLERİN ÜRÜNLERE OLAN İLGİLENİMİNİN MARKA SADAKATİ ÜZERİNDEKİ ETKİSİ: SEMBOLİK NİTELİKTEKİ BİR ÜRÜN GRUBU İÇİN İSTANBUL İLİ PİLOT ÇALIŞMASI

Öz

Çalışmanın amacı, Tüketici İlgilenimi Profili Ölçeğinin Türkiye’de faktör yapısını sembolik nitelikteki bir ürün grubu için inceleyerek, ürün ilgileniminin marka sadakati üzerindeki etkisini araştırmaktır. Ölçeğin yapı geçerliliğini ortaya koymak için İstanbul ilinde ikamet eden 400 tüketiciden yüz yüze görüşme yöntemiyle elde edilen verilere Faktör Analizi uygulanmıştır. Bu analiz sonucunda, ürün ilgilenimi değişkenlerinden ilgi ve hedonik değer tek bir faktör altında toplanırken, sembolik değer, risk önemi ve risk olasılığı değişkenleri ayrı ayrı faktörler altında toplanmışlardır. Ayrıca çalışmanın bir diğer ölçeği olan marka sadakatinin de geçerli ve güvenilir bir yapı olduğu görülmüştür. Bunun yanı sıra ürün ilgileniminin marka sadakati üzerinde güçlü ve pozitif yönde etkili olduğu uygulanan Regresyon Analizi ile saptanmıştır.

Anahtar Kelimeler

• Ürün İlgilenimi,Marka Sadakati

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