Word of Mouth Communication: Explaining The Roles of Value Congruity and Brand Love

Öz

Pozitif Ağızdan Ağıza İletişim: Değer Uyumu ve Marka Aşkı Rolünün Açıklanması

Öz

Araştırma, değer uyumunun, marka aşkının ve marka imajının, pozitif ağızdan ağıza iletişime yol açan tüketici rollerinin değerlendirilmesi amacıyla gerçekleştirilmiştir. Araştırmanın evrenini Gaziantep’te yer alan kozmetik firmalarından 1 Ocak-1 Şubat tarihlerinde alışveriş yapan kadın tüketiciler oluşturmaktadır. Araştırmada hipotezlerin test edilmesi için Smart PLS 3 (Partial Least Squares) istatistik programı kullanılmıştır. Araştırmada ölçülmesi amaçlanan hipotezlerin testi için bootstrapping tekniği uygulanmıştır. Analiz sonuçlarına göre değerlerin uyumunun marka imajını, marka imajının da marka aşkını pozitif yönde anlamlı olarak etkilediği tespit edilmiştir. Değerlerinin uyumu, marka imajı ve marka aşkının marka bağlılığına etkisi de anlamlı çıkmıştır. Son olarak marka aşkının ve marka bağlılığının pozitif ağızdan ağıza iletişim üzerinde pozitif anlamlı etkisi olduğu yapılan analizler sonucunda tespit edilmiştir.

Anahtar Kelimeler

• Değerlerin uyumu
• Marka imajı
• Marka aşkı
• Marka bağlılığı
• Pozitif ağızdan ağıza iletişim

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