Öneri Dergisi 1300-0845 2147-5377 Marmara Üniversitesi 10.14783/maruoneri.824412 HOW DOES CONSUMER-BASED BRAND EQUITY OCCUR IN ONLINE SHOPPING? A STUDY SPECIFIC TO COVID-19 PANDEMIC ÇEVRİM İÇİ ALIŞVERİŞTE TÜKETİCİ TEMELLİ MARKA VARLIĞI NASIL OLUŞUR? COVİD-19 SÜRECİ ÖZELİNDE BİR İNCELEME https://orcid.org/0000-0002-0673-6866 Tümer Kabadayı Ebru GEBZE TEKNİK ÜNİVERSİTESİ https://orcid.org/0000-0003-0734-3930 Cavdar Aksoy Nilşah GEBZE TEKNİK ÜNİVERSİTESİ https://orcid.org/0000-0001-7145-2432 Baydoğan Türkay Pınar PİRİ REİS ÜNİVERSİTESİ https://orcid.org/0000-0001-7597-385X Yürüyen Hediye GEBZE TEKNİK ÜNİVERSİTESİ 07 31 2021 16 56 668 700 11 11 2020 03 24 2021 Copyright © 1994, Öneri Dergisi 1994 Öneri Dergisi

Consumer-based brand equity, which occurs when a consumer acknowledges a brand and creates positive, strong and unique associations with that brand in his/her memory, plays a vital role in marketing since it allows to examine consumer’s active participation in the creation of brand value. The study aims to explain and make sense of the situation regarding brands that offer online shopping from a consumer’s perspective through consumer-based brand equity during the Covid-19 pandemic which can be seen as one of the most significant environmental changes in history of modern marketing. In this manner, this study focuses on the prominent factors of this period in consumer behavior and the service industry (service convenience, CSR, customer engagement). Data were collected from 502 respondents by online survey method and analyzed via structural equation modeling. Research findings show that service convenience and CSR have positive effects on customer engagement behavior and customer engagement behavior has a positive effect on consumerbased brand equity. As a result of the findings, research limitations, theoretical implications and suggestions for marketing researchers and practitioners were presented.

Tüketicinin bir markayı tanıması ve hafızasında o markaya ilişkin olumlu, güçlü ve eşsiz çağrışımlar oluşturması yoluyla ortaya çıkan tüketici temelli marka varlığı, tüketicinin marka değeri kapsamında etkin rolünü gözlemlemeye olanak sağladığı için hayati önem taşımaktadır. Bu çalışmanın amacı, modern pazarlama tarihinde en etkili çevresel değişikliklerden biri olarak görülebilecek Covid-19 sürecinde, çevrim içi alışveriş imkânı sunan markalara ilişkin durumu tüketicilerin gözüyle, tüketici temelli marka varlığı vasıtasıyla anlamlandırmak ve açıklamaktır. Bu bağlamda, sürecin tüketici davranışları ve hizmet sektörü bakımından öne çıkan faktörlerine (hizmet kolaylığı, kurumsal sosyal sorumluluk (CSR) ve müşteri ilginliği) odaklanılmıştır. Çevrimiçi anket yöntemi ile 502 yanıtlayıcıya ulaşılmış ve elde edilen veri yapısal eşitlik modeli aracılığı ile analiz edilmiştir. Araştırma bulguları, hizmet kolaylığının ve CSR’nin müşteri ilginliği davranışını, müşteri ilginliği davranışının da tüketici temelli marka varlığını pozitif yönde etkilediğini göstermiştir. Bulgular neticesinde araştırma kısıtları, teorik çıkarımlar ve pazarlama araştırmacıları ve uygulayıcıları için öneriler sunulmuştur.

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