YERLİ DİJİTAL PLATFORMLARDA ALGILANAN MARKA YERELLİĞİNİN MARKA TERCİHİ ÜZERİNDEKİ ETKİSİ VE ALGILANAN FİYAT DEĞERİ, ALGILANAN KALİTE DEĞERİ VE TÜKETİCİ BENLİK UYUMUNUN BU ETKİDEKİ MODERATÖR ROLÜ

Yıl 2022, Cilt: 18 Sayı: 4, 1181 - 1207, 28.12.2022

Gizem Eda Gülöz Deniz Müezzinoğlu Özlen Onurlu

https://doi.org/10.17130/ijmeb.1009504

Öz

Bu çalışmada; yerli dijital platformların algılanan marka yerelliğinin, marka tercihine etkisinde; algılanan fiyat değeri, algılanan kalite değeri ve tüketici benlik uyumu değişkenlerinin moderatör rolü incelenmiştir. Çalışmanın hareket noktası, özellikle global markalar için kolay kolay taklit edilemeyen “yerellik algısının” yerli markalara sağlayabileceği rekabet avantajıdır. Bunun üzerine, dijital yayın platformu kullanan 803 kişiye kolayda örneklem yoluyla ulaşılmış; ancak bunların yalnızca 412’sinin yerli dijital yayın platformu kullanıcısı olması üzerine 412 geçerli anket kullanılmıştır. Veriler toplandıktan sonra; faktör analizi, güvenilirlik analizi, korelasyon analizi, basit doğrusal regresyon analizi kullanılmıştır. Ayrıca, moderatör etki tespiti için SPSS Process programı kullanılarak veri analizi yapılmıştır. Sonuçta, algılanan marka yerelliğinin marka tercihini pozitif yönde ve istatistiki olarak anlamlı etkilediği bulunmuştur. Bununla birlikte; algılanan kalite değeri, algılanan fiyat değeri ve tüketici benlik uyumunun bu etkide moderatör rol oynadığı gözlemlenmiştir.

Anahtar Kelimeler

Algılanan Marka Yerliliği, Marka Tercihi, Tüketici Benlik Uyumu, Algılanan Fiyat Değeri, Algılanan Kalite Değeri

THE EFFECT OF PERCEIVED BRAND LOCALNESS ON BRAND PREFERENCE FOR DOMESTIC DIGITAL PLATFORMS AND THE MODERATOR ROLE OF PERCEIVED PRICE VALUE, PERCEIVED QUALITY VALUE AND CONSUMER SELF-CONGRUITY IN THIS EFFECT

Öz

In this study, the moderator role of perceived price value, perceived quality value and self-congruity variables in the effect of perceived brand localness on brand preference of domestic digital platforms were examined. This study is based on the assumption that the "perception of domesticity", which cannot be easily imitated by global brands, can provide a significant competitive advantage for domestic digital brands. On top of that, 803 people were reached; however, as only 412 of them have a domestic digital platform, the survey was completed with 412 people. After data collection, data analysis was performed via SPSS using factor analysis, reliability analysis, correlation analysis, simple linear regression analysis. In order to find the modetator effect, SPSS process analysis also were used. As a result, it has been found that perceived brand localness affects brand preference positively and statistically significant. In addition; It has been observed that perceived quality value, perceived price value and self-congruity play a moderator role in this effect.

Anahtar Kelimeler

Perceived Brand Localness, Brand Preference, Self-congruity, Perceived Price Value, Perceived Quality Value

Kaynakça

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