MARKA NOSTALJİSİNİN MARKA GÜVENİ, MARKA BAĞLILIĞI VE SATIN ALMA NİYETİNE ETKİSİ: GAZLI İÇECEK SEKTÖRÜ ÜZERİNE BİR ARAŞTIRMA

Year 2023, Volume: 10 Issue: 3, 1874 - 1897, 30.11.2023

Aslıhan Yavuzalp Marangoz , Esra Öztürk

https://doi.org/10.30798/makuiibf.1218975

Abstract

Geçmişe ilişkin özlemi ifade nostalji, bireylerde olumlu duygular uyandırmakta ve bu durum tüketici davranışlarına da yansımaktadır. Tüketicilerin nostaljik olarak algıladıkları markalara daha fazla güven ve bağlılık duydukları görülmektedir. Nostaljinin tetiklediği olumlu duygular, marka nostaljisinin pazarlama alanında da etkili bir konumlandırma stratejisi olarak kullanılmasına sebep olmuştur. Geçmişten gelen birçok markanın faaliyet gösterdiği gazlı içecek sektörü, rekabet avantajı elde edebilmek için iletişim kampanyalarında nostalji unsurunu kullanmaktadır. Bu çerçevede bu çalışmanın amacı, tüketicilerin gazlı içeceklere ilişkin algıladıkları marka nostaljisi, marka güveni, marka bağlılığı ve satın alma niyeti arasındaki ilişkilerin detaylı şekilde incelenmesidir. Bu kapsamda 386 katılımcıdan çevrim içi olarak toplanan veriler, yapısal eşitlik modeli çerçevesinde analiz edilmiştir. Araştırma bulguları, marka nostaljisinin marka güvenini ve marka bağlılığını pozitif yönde etkilediğini göstermiştir. Ayrıca marka bağlılığının marka nostaljisi, marka güveni ve satın alma niyeti arasındaki ilişkide aracılık rolü olduğu görülmüştür. Bu çalışma bir tutundurma aracı olarak nostaljinin, rekabetin yoğun olduğu gazlı içecek sektöründeki etkisini ele alması yönüyle özgün bir niteliğe sahiptir.

Keywords

Marka Nostaljisi, Marka Güveni, Marka Bağlılığı, Satın Alma Niyeti, Gazlı İçecek.

THE EFFECT OF BRAND NOSTALGIA ON BRAND TRUST, BRAND ATTACHMENT AND PURCHASE INTENTION: A RESEARCH ON CARBONATED BEVERAGE INDUSTRY

Abstract

Nostalgia, which means nostalgia for the past, evokes positive emotions in individuals and this also affects consumer behavior. It is widely accepted that consumers have more trust and attachment to brands that they perceive as nostalgic. The positive emotions triggered by nostalgia have led to the usage of brand nostalgia as an effective positioning strategy in marketing. Several old brands incorporate nostalgic themes in their communication campaigns to achieve a competitive advantage in the carbonated beverage industry. The aim of this study is to examine the relationships between perceived brand nostalgia, brand trust, brand attachment and purchase intention among carbonated beverage companies. In this context, the data collected via online surveys from 386 participants were analyzed within the framework of the structural equation model. Findings showed that brand nostalgia positively affects brand trust and brand attachment. In addition, it has been found that brand attachment has a mediating role in the relationship between brand nostalgia, brand trust and purchase intention. This study has a unique quality in that it deals with the effect of nostalgia as a promotional tool in the carbonated beverage industry, where competition is intense.

Keywords

Brand Nostalgia, Brand Trust, Brand Attachment, Purchase Intention, Carbonated Beverage.

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