Marka Deneyimi ve İlişki Kalitesinin Marka Rezonansı Üzerine Etkisi, Marka Tutumunun Aracı Rolü

Yıl 2024, Cilt: 13 Sayı: 2, 441 - 465, 31.12.2024

Gülşah Dinçer , Emel Yıldız

https://doi.org/10.54282/inijoss.1514023

Öz

Marka rezonansı literatürde çalışılmış bir konu olup marka rezonansını etkileyen faktörler incelenirken marka tutumunun aracı rolünün ortaya konulduğu bir çalışmayla karşılaşılmamıştır. Bu doğrultuda markalaşmada marka rezonansının etkileyen faktörleri belirlemek amacıyla marka deneyimi, marka tutumu ve ilişki kalitesinin marka rezonansına etkileri incelenmiştir. Araştırmada beyaz eşya kullanan 18 yaş üstü tüketicilerden 436 kişi örneklem olarak seçilmiştir. Eksik veya hatalı cevap veren 35 anket elenerek 401 anket araştırmaya dahil edilmiştir. Araştırmada veri toplama yöntemlerinden kolayda örnekleme yöntemi kullanılmış olup, veriler açık ve kapalı uçlu soruların yer aldığı anket ile çevrimiçi olarak uygulanmıştır. Elde edilen veriler AMOS 24 ve SPSS 21 istatistik paket programları ile test edilmiştir. Araştırma sonucunda ilişki kalitesi ve marka deneyiminin marka rezonansını pozitif yönde etkilediği ayrıca marka tutumunun bu etkide aracı rolü olduğu tespit edilmiştir. Yapılan çalışma ile geçmişe karşı duyulan özlemi tüketicelere karşı pazarlama iletişimi olarak kullanan şirketlerin tüketici gözünde değerlendirme fırsatı verilmiş ayrıca retro pazarlamayı kullanan şirketlere gelecekte uygulayacakları stratejileri belirlemede referans sağlanmıştır.

Anahtar Kelimeler

Marka Deneyimi, İlişki Kalitesi, Marka Tutumu, Marka Rezonansı

The Mediating Role of Brand Attitude in the Effect of Brand Experience and Relationship Quality on Brand Resonance

Öz

Brand resonance is a subject that has been studied in the literature, and while examining the factors affecting brand resonance, no study has been encountered in which the mediating role of brand attitude has been revealed. In this context, in order to determine the factors affecting brand resonance in branding, the effects of brand experience, brand attitude and relationship quality on brand resonance were examined. In the study, 436 people were selected as a sample from consumers over the age of 18 who use white goods. 35 surveys with incomplete or incorrect answers were eliminated and 401 surveys were included in the study. Convenience sampling method was used as a data collection method in the study, and the data was applied online with a survey including open and closed-ended questions. The obtained data was tested with AMOS 24 and SPSS 21 statistical package programs. As a result of the study, it was determined that relationship quality and brand experience positively affected brand resonance and brand attitude had a mediating role in this effect. With the study, companies that use longing for the past as marketing communication towards consumers were given the opportunity to evaluate it in the eyes of consumers, and companies that use retro marketing were provided a reference in determining the strategies they will implement in the future.

Anahtar Kelimeler

Brand Experience, Relationship Quality, Brand Attitude, Brand Resonance

Kaynakça

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