Marka Kişiliğinde Samimiyet Algısının Marka Bağlılığı Üzerindeki Etkisi

Yıl 2017, Sayı: 33, 171 - 184, 30.06.2017

Şenol Hacıefendioğlu Duygu Fırat

Öz

İşletmelerin rekabet avantajı sağlamada marka bağlılığı yaratma çabaları her geçen gün hızla ve farklı stratejiler ve politikalar geliştirilerek uygulamak suretiyle artmaktadır. Marka kişiliğini oluşturan boyutların ele alınması ve bu boyutların marka bağlılığı üzerindeki etkilerinin ortaya çıkartılması rekabet avantajı sağlamada önemli olacaktır. Bu çalışmada, marka kişiliğinde samimiyet boyutlarının marka bağlılığı yaratmadaki etkisi irdelenmiştir. Araştırma, herhangi bir cep telefonu markası kullanan 436 kullanıcı ile yüz yüze anket yöntemi ile yapılmıştır. Araştırmanın değişkenleri arasındaki ilişkilerin ortaya çıkarılması için korelasyon analizi yapılmıştır. Ayrıca, marka kişiliğinde samimiyet boyutlarının marka bağlılığı yaratmadaki etkisinin tespit edilmesinde çoklu regresyon analizinden yararlanılmıştır. Araştırmadan ortaya çıkan sonuçlara göre; markaya duyulan güven, empati, neşeli olma ve fiziksel görünüm değişkenleri marka bağlılığı üzerinde etkili olmaktadır.

Anahtar Kelimeler

Marka Bağlılığı, Marka Kişiliği, Marka Samimiyeti, Ürün

The Effect of Sincerity Perception in Brand Personality on Creating Brand Commitment

Öz

Effects of creating brand commitment to provide competitive advantage for business are increasing day by day by developing different strategies and polices. Handling the dimensions of brand personality and finding out the effect of these dimensions on brand loyalty will be important to provide competitive advantage. In this study, the effect of sincerity dimensions on creating brand loyalty will be examined. The survey was applied to 436 respondents whom are users of any mobile phone brand data were collected by using face-to-face survey method. Correlation analysis was conducted to reveal the relationship between the study’s variables. Also, multiple regression analysis was used to determine the effect of sincerity dimension of brand personality on creating brand commitment. According to the results of study trust on brand, empathy, cheerfulness and physical appearance variables have an effect on brand commitment.

Anahtar Kelimeler

Brand Commitment, Brand Personality, Brand Sincerity, Product

Kaynakça

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