LÜKS GİYİM MARKALARINDA SOSYAL MEDYA İLGİLENİMİ, MARKA DEĞERİ VE MARKA TERCİHİ İLİŞKİSİ ÜZERİNE BİR ARAŞTIRMA

Yıl 2020, Cilt: 15 Sayı: 53, 276 - 304, 28.01.2020

Tuğba Uzunkaya Cemal Yükselen

https://doi.org/10.14783/maruoneri.676729

Cited By: 2

Öz

Rekabetin yoğunlaştığı ve markaların sürekli arttığı günümüz pazar koşullarında işletmeler, değişen tüketici istekleri karşısında markalarına daha fazla önem vermektedirler. İşletmeler marka değerini arttırarak, tüketicilerin marka tercihini etkileyebilirler. Bir markanın değeri yalnızca markaya biçilen parasal değeri değil, markaya karşı tüketici tutumu, bakış açısı gibi maddi olmayan değerleri de kapsamaktadır. Bilişim teknolojilerinin gelişmesiyle ivme kazanan sosyal medya da tüketicilerin marka tercihini etkileyen bir başka önemli faktördür. Bu noktadan hareketle araştırmanın amacı, lüks giyim markalarında, sosyal medya ilgilenimi, marka değeri ve marka tercihi arasındaki ilişkilerinin, hedonik ve faydacı değer temelli satın alma yaklaşımına göre farklılık gösterip göstermediğini incelemektir. Araştırma, Kocaeli’de 18 yaş ve üzeri lüks giyim markalarını kullanan tüketiciler üzerinde uygulanmıştır. Araştırma bulgularına göre, lüks markalarda, sosyal medya ilgileniminin marka farkındalığına, algılanan kaliteye, marka imajına ve marka sadakatine etkisi, hedonik ve faydacı değere göre farklılık göstermemektedir. Marka farkındalığı, marka imajı, algılanan kalite ve marka sadakatinin marka tercihine etkisi de, hedonik ve faydacı değere göre farklılık göstermemektedir.

Anahtar Kelimeler

Sosyal Medya İlgilenimi, Marka Değeri, Marka Tercihi, Lüks Markalar, Hedonik Değer, Faydacı Değer

A SURVEY RESEARCH ON THE RELATIONSHIP OF SOCIAL MEDIA ENGAGEMENT, BRAND EQUITY AND BRAND PREFERENCE IN LUXURY CLOTHING BRANDS

Öz

In today's market conditions where the competition has become intense and the brands have been increasing constantly, the enterprises emphasize more on their brands in the face of changing consumer demands. The enterprises can influence the brand preferences of the consumers by increasing brand equity. The value of a brand includes not only the monetary value of the brand but the intangible values such as the attitudes, points of view of the consumers towards the brand. Social media, which has gained momentum with the development of information technologies, is another important factor affecting the consumer brand preferences. From this point of view, the aim of the study is to examine whether the relationships between social media engagement, brand equity, and brand preference in luxury clothing brands differ from the hedonic and utilitarian value-based purchasing approach. The study was conducted on consumers using luxury clothing brands aged 18 and over in Kocaeli. According to the findings, in luxury brands, the impact of social media engagement on brand awareness, perceived quality, brand image and brand loyalty does not differ by hedonic and utilitarian value. The impact of brand awareness, brand image, perceived quality and brand loyalty on brand preference does not differ from the perspectives of hedonic and utilitarian value.

Anahtar Kelimeler

Social Media Engagement, Brand Equity, Brand Preference, Luxury Brands, Hedonic Value, Utilitarian Value

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