MARKA KİŞİLİĞİNİN VE MARKA SADAKATİNİN OLUŞUMUNDA DENEYİMSEL PAZARLAMANIN ROLÜ

Yıl 2019, Cilt: 14 Sayı: 52, 372 - 400, 24.07.2019

Ahmet Şekerkaya Gülçin Erdoğan

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

Cited By: 1

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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