ALGILANAN MARKA YENİLİKÇİLİĞİ, MARKA DENEYİMİ VE MARKA BAĞLILIĞI İLİŞKİSİNDE HEDONİK DUYGULARIN ARACILIK ROLÜ

Yıl 2021, Cilt: 7 Sayı: 26, 214 - 239, 25.03.2021

Engin Yücel

Öz

Endüstriler arasındaki rekabetin giderek artması işletmeleri, güçlü bir marka algısı yaratarak tüketicilerle uzun vadeli ilişkiler kurma ihtiyacına zorlamaktadır. Markalar, uzun vadeli ilişkiler sayesinde tüketicilerde marka sadakatinin oluştu-rulmasını amaçlamaktadır. İşletmelerin pazarlama stratejilerinin başarısı açısından yenilikçilik, deneyim ve hedonik duygular gibi marka sadakatinin belirleyicileri giderek daha fazla önem kazanmaktadır. Bu doğrultuda, algılanan marka yenilik-çiliği, marka deneyimi ve marka sadakati ilişkisinde hedonik duyguların aracılık etkisinin incelenmesi araştırmanın amacını oluşturmaktadır. Bu amaçla, kolayda örnekleme kapsamında anket yöntemi ile 395 katılımcıdan veri toplanmıştır. Araş-tırma bulgularına göre; algılanan marka yenilikçiliğinin marka deneyimini, marka deneyiminin tüketicilerin hedonik duygularını ve marka deneyiminin marka sada-katini pozitif ve anlamlı olarak etkilediği belirlenmiştir. Ayrıca, marka deneyiminin marka sadakati üzerindeki etkisinde hedonik duyguların kısmi aracılık rolüne sahip olduğu sonucuna ulaşılmıştır. Bu doğrultuda yenilikçi markaların, başarılı marka deneyimleri yoluyla tüketicilerde pozitif hedonik duyguların oluşmasını sağlayarak markaya karşı sadık olma eğilimini arttırması beklenmektedir.

Anahtar Kelimeler

Marka Yenilikçiliği, Marka Deneyimi, Hedonik Duygular, Marka Sadakati

THE MEDIATING ROLE OF HEDONIC SENSES IN THE RELATIONSHIP OF PERCEIVED BRAND INNOVATION, BRAND EXPERIENCE AND BRAND LOYALTY

Öz

Increasing competition between industries forces businesses to establish long-term relationships with consumers by creating a strong brand perception. Brands aim to create brand loyalty among consumers through long-term relationships. The determinants of brand loyalty such as innovation, experience and hedonic feelings are becoming more and more important for the success of marketing strategies of businesses. Accordingly, the purpose of the study is to examine the mediating effect of hedonic feelings in the relationship between perceived brand innovation, brand experience and brand loyalty. For this purpose, data were collected from 395 participants by using the survey method within the scope of convenience sampling. According to the research findings, it was determined that perceived brand innovativeness affected the brand experience, brand experience affected consumers' hedonic feelings and brand experience affected brand loyalty, positively and significantly. In addition, it was concluded that hedonic feelings have a partial mediating role in the effect of brand experience on brand loyalty. In this direction, innovative brands are expected to increase the tendency of consumers to be loyal to the brand providing positive hedonic feelings in consumers through successful brand experiences.

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