DO THE OPINIONS OF VLOGGERS AND CELEBRITIES ADD A VALUE ON A BRAND?

Yıl 2022, , 298 - 315, 26.12.2022

Zübeyir Çelik , Azra Bayraktar

https://doi.org/10.54452/jrb.1011028

Öz

The aim of this study is to examine the effects of perceived value and brand image on brand loyalty, as well as the moderating role of celebrity-brand congruence, and vlogger-brand congruence on the effect of perceived value and brand image on brand loyalty. Data was collected from 314 participants using an online survey. Regression and a process macro analysis were used to test the hypotheses. According to the results of this study; perceived value and brand image have a positive and significant effect on brand loyalty. Celebrity-brand congruence and vlogger-brand congruence have a negative moderating role on the effect of perceived value on brand loyalty. In contrast, celebrity-brand congruence and vlogger-brand congruence do not have a significant moderating role in the effect of brand image on brand loyalty. Finally, perceived value has significant conditional effects on brand loyalty at low value, middle value, and high value of both celebrity-brand congruence and vlogger-brand congruence.

Anahtar Kelimeler

Celebrity-Brand Congruence, Vlogger-Brand Congruence, Perceived Value, Brand Image, Brand Loyalty

VLOGGERLARIN VE ÜNLÜLERİN GÖRÜŞLERİ BİR MARKAYA DEĞER KATAR MI?

Öz

Bu çalışmanın amacı, algılanan değer ve marka imajının marka sadakati üzerindeki etkilerini ve ayrıca ünlü-marka uyumu ve vlogger-marka uyumunun algılanan değer ve marka imajının marka sadakati üzerindeki etkisinde ılımlaştırıcı rolünü incelemektir. Çevrimiçi anket kullanılarak 314 katılımcıdan veri toplanmıştır. Hipotezleri test etmek için regresyon ve process macro analizi kullanılmıştır. Bu çalışmanın sonuçlarına göre; algılanan değer ve marka imajının marka sadakati üzerinde olumlu ve anlamlı bir etkisi vardır. Ünlü-marka uyumu ve vlogger-marka uyumu, algılanan değerin marka sadakati üzerindeki etkisinde olumsuz bir ılımlaştırıcı role sahiptir. Buna karşılık, ünlü-marka uyumu ve vlogger-marka uyumu, marka imajının marka sadakati üzerindeki etkisinde önemli bir ılımlaştırıcı role sahip değildir. Son olarak, algılanan değer, hem ünlü-marka uyumu hem de vlogger-marka uyumunun düşük değer, orta değer ve yüksek değerinde marka sadakati üzerinde önemli koşullu etkilere sahiptir.

Anahtar Kelimeler

Ünlü-Marka Uyumu, Vlogger-Marka Uyumu, Algılanan Değer, Marka İmajı, Marka Sadakati

Kaynakça

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