“Cool Ol ve Paramı Al!”: Y ve Z Kuşaklarının Cool Marka Algısının Satın Alma Niyeti Üzerindeki Etkisi

Öz

Marka imajı kapsamında son dönemlerde öne çıkan Cool marka algısı, yeni tüketim kültürü açısından oldukça önemli olup özellikle genç nesiller kullandıkları ve satın aldıkları markaların havalı olmasını önemsemektedir. Bu çalışmada Y ve Z kuşaklarında cool marka algısının farklı olup olmadığı ve bu algının satın alma niyetine etkisi belirlenmeye çalışılmıştır. Bu amaç doğrultusunda 226 tüketici üzerinde ampirik bir araştırma yapılmıştır. Yapılan anket çalışması sonucunda, cool marka algısının kuşaklar arasında anlamlı bir farklılık göstermediği ve iki kuşağın da satın alma niyetleri üzerinde olumlu yönde önemli bir etkisinin olduğu tespit edilmiştir.

Anahtar Kelimeler

• marka kişiliği
• satın alma niyeti
• y kuşağı
• z kuşağı
• cool marka

BE COOL AND TAKE MY MONEY! The Effect of Y and Z Generations Cool Brand Perception on Purchase Intention

Öz

Cool brand perception, which has recently come to the fore within the scope of brand image, is very important in terms of new consumption culture. Especially young generations care about the coolness of the brands they use and buy. In this study, it has been tried to determine whether the perception of cool brand is different in Y and Z generations and the effect of this perception on purchase intention (PI). For this purpose, the empirical research was conducted on 226 consumers. As a result of the survey study, it was determined that the perception of the cool brands did not show a significant difference between generations but that both generations had a significant positive effect on their purchase intentions.

Anahtar Kelimeler

• Cool brand
• brand personality
• brand image
• purchase intention
• Gen Y
• Gen Z

Kaynakça

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