Marka güveni, kredibilitesi ve itibarının marka savunuculuğu üzerindeki etkisinde psikolojik tepkiselliğin düzenleyici rolü

Öz

Bu çalışma, marka güveni, marka kredibilitesi ve marka itibarının marka savunuculuğu üzerindeki etkisini, Türkiye’deki kısmi Uber yasağının uygulanması bağlamında incelemektedir. Özellikle, bireylerin özgürlüklerine yönelik tehdit algıladıklarında ortaya çıkan bir tüketici tepkisi olan psikolojik tepkiselliğin düzenleyici rolü ele alınmaktadır. Mevcut ampirik bulgular doğrultusunda, yüksek marka güveni, kredibilitesi ve itibarı seviyelerinin marka savunuculuğunu olumlu yönde etkilediği görülmektedir. Tüketiciler, bir markayı güvenilir ve dürüst olarak algıladıklarında, düzenleyici kısıtlamalar gibi zorlu piyasa koşullarında bile bu markayı savunmaya daha yatkın olmaktadır. Ancak, psikolojik tepkisellik de bu süreçte kritik bir rol oynamaktadır. Yüksek düzeyde tepkiselliğe sahip tüketiciler, marka iletişimini denetleyici veya manipülatif olarak algılayarak savunuculuk eğilimlerini zayıflatabilir. Bu durum, tüketici özerkliğini koruyan iletişim stratejilerinin önemini vurgulamaktadır. Çalışma ayrıca, marka krizleri veya devlet müdahaleleri karşısında tüketici psikolojisinin anlaşılmasının gerekliliğini ortaya koymaktadır. Gelecek araştırmalar, bilişsel ihtiyaç, kültürel etkiler veya kişisel marka ilgisi gibi ek değişkenleri ele alarak marka savunuculuğu konusunda daha derinlemesine içgörüler sağlayabilir.

Anahtar Kelimeler

• Marka güveni
• marka kredibilitesi
• marka itibarı
• marka savunuculuğu
• psikolojik tepkisellik

The moderating role of psychological reactance in the impact of brand trust, credibility, and reputation on advocacy

Öz

This study investigates the impact of brand trust, brand credibility, and brand reputation on brand advocacy, focusing on Uber’s partial ban in Türkiye. Specifically, it explores the moderating role of psychological reactance, a consumer response triggered by perceived threats to autonomy. Drawing on existing literature and empirical findings, the results demonstrate that higher levels of brand trust, credibility, and reputation positively influence brand advocacy. Consumers who view a brand as trustworthy and credible are more likely to advocate for it, even when confronted with regulatory restrictions. However, psychological reactance plays a role in this process. Consumers with elevated reactance often interpret brand communications as controlling or manipulative, producing resistance that weakens the positive impact of trust, credibility, and reputation. This underscores the importance of communication strategies that respect consumer autonomy, mitigating resistance. Moreover, the study stresses the value of understanding consumer psychology in advocacy behaviors during brand crises or government interventions. Future research could examine additional moderating factors—such as need for cognition, cultural influences, or personal brand involvement—to deepen insights into brand advocacy. Through these avenues, scholars and practitioners can develop effective engagement strategies that foster advocacy while lessening resistance

Anahtar Kelimeler

• Brand trust
• brand credibility
• brand reputation
• brand advocacy
• psychological reactance

Kaynakça

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