TÜKETİCİLERİN DUYGUSAL MARKA DENEYİMİ VE MARKA İLİŞKİSİ ALGILARININ MARKA EVANGELİZMİ ÜZERİNDEKİ ETKİSİ

Öz

Marka evangelizmi son on yılda tüketici-marka ilişkileri kapsamında ele alınan ve bu ilişkilerin aşırı veya yoğun türleri arasında kabul edilen bir kavramdır. Markaların tüketicilerle ilişki kurma çabası uzun yıllardır araştırılmakta olan bir konudur. Ancak evangelizm davranışı için aynı şeyi söylemek mümkün görünmemektedir. Konuya ilişkin çalışmaların az olmasının yanı sıra, markaların ilişki kurma temelli özellikleri ve tüketicilerin bu yöndeki algılarının evangelizm ve duygusal marka deneyimi üzerindeki etkilerine ilişkin neredeyse hiç çalışma bulunmamaktadır. Bu çalışmada bahsi geçen ilişkiler incelenmiştir. Çevrimiçi yöntemler kullanılarak 300 anket toplanmıştır. Araştırma hipotezlerini test etmek için veri seti yapısal eşitlik modellemesi ile analiz edilmiştir. Sonuçlar, tüm hipotezleri doğrulamaktadır. Buna göre, markaların ilişki odaklı olması ve tüketicilerin ilişki kalitesi algısı, tüketicilerin duygusal marka deneyimi algılarını pozitif yönde etkilemektedir. Duygusal marka deneyimi ise hem marka evangelizmini hem de evangelizmin alt boyutları olan satın alma niyeti, pozitif marka değerlendirmeleri ve rakip markalardan vazgeçirme davranışı eğilimlerini pozitif yönde etkilemektedir.

Anahtar Kelimeler

• Tüketici-marka ilişkisi
• ilişki odaklılık
• ilişki kalitesi
• duygusal deneyim
• marka evangelizmi
• satın alma niyeti
• pozitif marka değerlendirmeleri
• rakip markalardan vazgeçirme

THE EFFECTS OF EMOTIONAL BRAND EXPERIENCE AND CONSUMERS’ RELATIONSHIP PERCEPTIONS ON BRAND EVANGELISM

Öz

Brand evangelism, which has been examined in the context of consumer-brand relationships in the last decade, is considered one of the extreme and intense types of these relationships. Brands’ attempts to establish a relationship with consumers have been researched for a long time. However, the same is not true for brand evangelism. There is a general lack of research on brand evangelism, and previous studies have not dealt with its relationship with brands’ relationship-based attributes, consumers’ relationship perceptions and emotional brand experience. This study investigates the mentioned network of relationships. We collected 300 questionnaires by online tools. To test the research hypotheses, we analysed the dataset by Structural Equation Modelling. Results affirmed all the hypotheses. Accordingly, brands’ relationship orientation and consumers’ perceptions of relationship quality positively impact emotional brand experience. Also, emotional brand experience positively influences brand evangelism and its sub-dimensions (purchase intention, positive brand referrals, and oppositional brand referrals).

Anahtar Kelimeler

• Consumer-brand relationship
• relationship orientation
• relationship quality
• emotional experience
• brand evangelism
• purchase intention
• positive brand referrals
• oppositional brand referrals

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