Examining The Relations Among Brand Authenticity, Brand Loyalty, Brand Trust and Word of Mouth Communication: An Example of Coffee House

Öz

This study aims to analyze the relationships among brand authenticity, brand trust, brand loyalty, and word of mouth (WOM) with a specific focus on coffeehouse enterprises as thriving sub-branch of the service sector. The transformation of coffee has mutated it from a simple beverage to a tool of socialization for modern society. This transformation, therefore, leads to the intensification of competition among mushrooming coffeehouses. This situation, thus, makes the possession of an authentic and trustful brand a strategic competition tool for the coffeehouses. The research was designed as a quantitative analysis-oriented and cross-sectional. The research was conducted with the customers of coffeehouse enterprises that are active in-service sector. Customers of coffeehouse enterprises were approached in this research with convenience sampling method. The questionnaire method was utilized for data collection and 402 people was, thereby, approached. Structural equation modeling was utilized to test the relationships among variables. It was concluded in the research that brand authenticity positively and significantly affects brand trust and brand loyalty; brand trust positively and significantly affects brand loyalty and word of mouth; and lastly brand loyalty positively and significantly affects word of mouth.

Anahtar Kelimeler

• Brand Authenticity
• Brand Loyalty
• Brand Trust
• Word of Mouth-WOM
• Sevice Sector

Marka Özgünlüğü, Marka Sadakati, Marka Güveni ve Ağızdan Ağıza İletişim Arasındaki İlişkilerin İncelenmesi: Kahve İşletmeleri Örneği

Öz

Bu çalışma marka özgünlüğü, marka güveni, marka sadakati ve ağızdan ağıza iletişim arasındaki ilişkileri hizmet sektörünün gelişen bir alt dalı olan kahve işletmeleri özelinde incelemeyi amaçlamaktadır. Kahvenin zaman içerisinde yaşadığı dönüşüm onu bir içecek olmanın ötesine taşıyarak modern toplumun sosyalleşme araçlarından birisi haline getirmiştir. Kahvenin dönüşümü, mantar gibi çoğalan kahve işletmeleri arasında rekabetin giderek şiddetlenmesine yol açmıştır. Bu durum işletmeler için özgün ve güvenilir bir markaya sahip olmayı stratejik bir rekabet aracına dönüştürmüştür. Araştırma nicel yönelimli, tarama türünde kesitsel araştırma olarak tasarlanmıştır. Araştırma, hizmet sektöründe faaliyet gösteren kahve işletmeleri müşteriyle gerçekleştirilmiştir. Araştırmada kahve işletmelerinin müşterilerine kolayda örnekleme yöntemi ile ulaşılmıştır. Araştırma verilerinin toplanmasında anket tekniği kullanılmış ve toplamda 402 kişiye ulaşılmıştır. Değişkenler arasındaki ilişkilerin test edilmesinde yapısal eşitlik modellemesi kullanılmıştır. Araştırmada marka özgünlüğünün marka güveni ve marka sadakatini pozitif ve anlamlı şekilde etkilediği; marka güveninin marka sadakati ve ağızdan ağıza iletişimi pozitif ve anlamlı bir şekilde etkilediği, marka sadakatinin ağızda ağızdan ağıza iletişimi pozitif ve anlamlı şekilde etkilediği sonuçlarına ulaşılmıştır.

Anahtar Kelimeler

• marka özgünlüğü
• marka sadakati
• marka güveni
• ağızdan ağıza iletişim
• hizmet sektörü

Kaynakça

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