Marka Boyutlarının Marka Evangelizmine Etkisi

Yıl 2021, Cilt: 6 Sayı: 3, 299 - 315, 22.09.2021

Ahmet Kırmızıbiber Emel Yıldız

https://doi.org/10.23834/isrjournal.882473

Cited By: 2

Öz

Evangelizm kelimesinin saklı tabiatını meydana çıkarmak marka evangelizmini anlamayı daha da kolaylaştıracaktır. Yunanca “iyi haber” ve “ilan etmek” anlamına gelen bu kelime yüzyıllarca ilahiyatla bağdaştırılmıştır. Tüketiciler sahip oldukları baskın hisler ile hayran oldukları markadan yola çıkarak fikirlerini üçüncü kişilere ileterek evangelist olma yoluna girebilirler.
Çalışmanın amacı; marka boyutlarını oluşturan marka kimliği, marka güveni, marka memnuniyeti ve marka tutkusunun marka evamgelizmini nasıl etkilediğinin ortaya çıkarılmasıdır. Araştırma verileri Erzurum ilinde yaşayan 450 kişi üzerinden yüz yüze anket yöntemi kullanılarak toplanmıştır. 11.03.2020 – 21.03.2020 tarihleri arasında anket uygulanmıştır. Ankete katılanlardan hatalı cevap veren veya eksik yanıtlanan 12 anketin elenmesi sonucu toplamda 438 anket değerlendirmeye alınmıştır. SPSS 20 ve AMOS 20 programları kullanılarak elde edilen verilerin analizi gerçekleştirilmiştir. Yapılan analiz neticesinde; marka kimliğinin, marka güveninin ve marka tutkusunun marka evangelizmi üzerinde pozitif yönde etkisinin olduğu belirlenmiştir. Ancak memnuniyet ile marka evangelizmi arasında anlamlı herhangi bir ilişki bulunamamıştır. Henüz üzerinde ülkemizde yeterince durulmamış olan marka evangelizmi ile ilgili olan bu çalışmamızın, pazarlama literatüre katkı sağlayacağı ve ayrıca uygulayıcılar için de konuya daha fazla dikkat çekilmesine ve öneminin daha iyi anlaşılmasına katkı sağlayacağı düşünülmektedir.

Anahtar Kelimeler

Marka Evangelizmi, Marka Kimliği, Marka Güveni, Marka Tutkusu, Marka Memnuniyeti

The Effect of Brand Dimensions on Brand Evangelism

Öz

Revealing the hidden nature of the word evangelism will make it easier to understand brand evangelism. Meaning "good news" and "proclaim" in Greek, this word has been associated with theology for centuries. Consumers can start becoming evangelists by conveying their ideas to third parties, based on the brand they admire with their dominant feelings.
The aim of the study; to reveal the effect of forming the brand dimensions brand identification, brand trust, brand satisfaction and brand passion on brand evangelism. The research data were collected from 450 people living in Erzurum province using face to face questionnaire method. The survey was conducted between 03.11.2020 - 03.21.2020. A total of 438 questionnaires were evaluated as a result of eliminating 12 questionnaires that gave incorrect or incomplete answers from the respondents. The analysis of the data obtained by using SPSS 20 and AMOS 20 programs was performed. As a result of the analysis; It has been determined that brand identification, brand trust and brand passion have a positive effect on brand evangelism. However, there is no significant relationship between brand satisfaction and brand evangelism. Of our work related to brand evangelism that has been underrated in our country over yet, it will contribute to the marketing literature and also attracting more attention to issues for practitioners and the importance of being expected to contribute to a better understanding.

Anahtar Kelimeler

Brand Evangelism, Brand Trust, Brand Identification, Brand Satisfaction, Brand Passion

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