MARKA KİŞİLİĞİNİN VE MARKA SADAKATİNİN OLUŞUMUNDA DENEYİMSEL PAZARLAMANIN ROLÜ

Ahmet Şekerkaya; Gülçin Erdoğan

doi:10.14783/maruoneri.594979

MARKA KİŞİLİĞİNİN VE MARKA SADAKATİNİN OLUŞUMUNDA DENEYİMSEL PAZARLAMANIN ROLÜ

Öz

İşletmelerin rakipler tarafından taklit edilme ihtimali düşük olan ve yenilikçi deneyimsel pazarlama stratejileri geliştirmeleri, faaliyet gösterdikleri alanlarda sürdürülebilir bir rekabet üstünlüğü elde etmelerinde etkili bir unsurdur. Yenilikçi, akılda kalıcı ve olumlu duygular oluşturan marka deneyimleri yaratmak, tüketicilerin satın alma kararlarında ve markaya sadık hale gelmelerinde önemli bir role sahiptir. Bu nedenle, bu çalışmanın amacı marka kişiliğinin ve marka sadakatinin oluşumunda deneyimsel pazarlamanın rolünü ortaya koyan kuramsal bir model önerisi sunmaktır. Bu kapsamda deneyimsel pazarlama stratejilerinin sıklıkla uygulandığı spor ayakkabı ürün kategorisi tercih edilmiş olup kolayda örnekleme yöntemi kullanılmıştır. Nihai çalışmaya başlamadan önce, derinlemesine görüşme ve ön anket olmak üzere iki tür ön çalışma yapılmıştır. Ön çalışmaların ardından, İstanbul ilinde yaşayan ve toplam 600 kişiden oluşan bir örneklem büyüklüğünden, çevrimiçi anket yöntemi kullanılarak araştırma verileri toplanmıştır. Yapısal Eşitlik Modellemesi ile geliştirilen kuramsal modelin test edilme aşamasında, doğrulayıcı faktör analizi ve yapısal eşitlik modeline ilişkin diğer analizler için LISREL kullanılmıştır. Çalışma sonucunda, marka deneyiminin marka kişiliğini, marka tatminini ve duygusal bağlılığı etkilediği, marka kişiliğinin marka tatminini ve duygusal bağlılığı etkilediği, marka tatmininin ve duygusal bağlılığın ise marka sadakatini etkilediği bulunmuştur

Anahtar Kelimeler

Deneyimsel Pazarlama,Deneyim Pazarlaması Marka Deneyimi,Marka Deneyimi,Marka Sadakati,Marka Kişiliği,Duygusal Bağlılık,Marka Tatmini,Yapısal Eşitlik Modellemesi

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Ayrıntılar

Birincil Dil

Türkçe

Konular

-

Bölüm

Araştırma Makalesi

Yazarlar

Ahmet Şekerkaya ^*
0000-0002-4885-5134

Gülçin Erdoğan ^*
0000-0002-2214-2582

Yayımlanma Tarihi

24 Temmuz 2019

Gönderilme Tarihi

3 Ekim 2018

Kabul Tarihi

-

Yayımlandığı Sayı

Yıl 2019 Cilt: 14 Sayı: 52

DOI

https://doi.org/10.14783/maruoneri.594979

IZ

https://izlik.org/JA34ZK28JJ

Kaynak Göster

RIS / Bibtex

APA

Şekerkaya, A., & Erdoğan, G. (2019). MARKA KİŞİLİĞİNİN VE MARKA SADAKATİNİN OLUŞUMUNDA DENEYİMSEL PAZARLAMANIN ROLÜ. Öneri Dergisi, 14(52), 372-400. https://doi.org/10.14783/maruoneri.594979

AMA

1.Şekerkaya A, Erdoğan G. MARKA KİŞİLİĞİNİN VE MARKA SADAKATİNİN OLUŞUMUNDA DENEYİMSEL PAZARLAMANIN ROLÜ. Öneri Dergisi. 2019;14(52):372-400. doi:10.14783/maruoneri.594979

Chicago

Şekerkaya, Ahmet, ve Gülçin Erdoğan. 2019. “MARKA KİŞİLİĞİNİN VE MARKA SADAKATİNİN OLUŞUMUNDA DENEYİMSEL PAZARLAMANIN ROLÜ”. Öneri Dergisi 14 (52): 372-400. https://doi.org/10.14783/maruoneri.594979.

EndNote

Şekerkaya A, Erdoğan G (01 Temmuz 2019) MARKA KİŞİLİĞİNİN VE MARKA SADAKATİNİN OLUŞUMUNDA DENEYİMSEL PAZARLAMANIN ROLÜ. Öneri Dergisi 14 52 372–400.

IEEE

[1]A. Şekerkaya ve G. Erdoğan, “MARKA KİŞİLİĞİNİN VE MARKA SADAKATİNİN OLUŞUMUNDA DENEYİMSEL PAZARLAMANIN ROLÜ”, Öneri Dergisi, c. 14, sy 52, ss. 372–400, Tem. 2019, doi: 10.14783/maruoneri.594979.

ISNAD

Şekerkaya, Ahmet - Erdoğan, Gülçin. “MARKA KİŞİLİĞİNİN VE MARKA SADAKATİNİN OLUŞUMUNDA DENEYİMSEL PAZARLAMANIN ROLÜ”. Öneri Dergisi 14/52 (01 Temmuz 2019): 372-400. https://doi.org/10.14783/maruoneri.594979.

JAMA

1.Şekerkaya A, Erdoğan G. MARKA KİŞİLİĞİNİN VE MARKA SADAKATİNİN OLUŞUMUNDA DENEYİMSEL PAZARLAMANIN ROLÜ. Öneri Dergisi. 2019;14:372–400.

MLA

Şekerkaya, Ahmet, ve Gülçin Erdoğan. “MARKA KİŞİLİĞİNİN VE MARKA SADAKATİNİN OLUŞUMUNDA DENEYİMSEL PAZARLAMANIN ROLÜ”. Öneri Dergisi, c. 14, sy 52, Temmuz 2019, ss. 372-00, doi:10.14783/maruoneri.594979.

Vancouver

1.Ahmet Şekerkaya, Gülçin Erdoğan. MARKA KİŞİLİĞİNİN VE MARKA SADAKATİNİN OLUŞUMUNDA DENEYİMSEL PAZARLAMANIN ROLÜ. Öneri Dergisi. 01 Temmuz 2019;14(52):372-400. doi:10.14783/maruoneri.594979

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