Benlik Uyumu ve Fonksiyonel Uyumun Tüketici Marka Bağı Üzerindeki Etkisi: Cep Telefonu Kullanıcıları Üzerine Bir Çalışma

Öz

Tüketim tek yönlü ekonomik bir olgu olmaktan çıkmış; sembolik anlamlar da içeren bütünleyici bir hale bürünmüştür. Benlik uyumu ve fonksiyonel uyum, tüketimin hem sembolik hem de faydacı yönlerine vurgu yapmaktadır. Tüketimin bir bütün olarak anlaşılabilmesi için bu iki kavramın bir arada değerlendirilmesi önemlidir. Bununla birlikte, tüketiciler, Buna ek olarak tüketiciler kendilerine yakın buldukları ürün ya da markaları tercih etmekte ve bunlarla bağ kurmaktadır. Bu çerçevede çalışmanın amacı, tüketicilerin cep telefonu markaları ile aralarındaki benlik uyumu ve fonksiyonel uyumun, tüketici-marka bağı üzerindeki doğrudan ve dolaylı etkilerinin incelenmesidir. Literatürde benlik uyumu ve fonksiyonel uyumla ilgili çalışmalar olmasına rağmen, bu iki kavramın tüketici-marka bağına etkisini inceleyen çalışmalara rastlanmamıştır. Yüz yüze anket yöntemi ile Ankara’da yaşayan 302 cep telefonu kullanıcısından elde edilen verilerin test edilmesi için Çoklu Regresyon Analizi ve Bootstrapping yöntemi kullanılmıştır. Bu testler sonucunda, cep telefonu kullanıcılarının benlik uyumu ve fonksiyonel uyumunun, tüketici-marka bağını olumlu yönde etkilediği tespit edilmiştir. Buna ek olarak, fonksiyonel uyumun, benlik uyumunun tüketici-marka bağına etkisine aracılık ettiği ortaya konmuştur

Anahtar Kelimeler

• Benlik uyumu,fonksiyonel uyum,tüketici-marka bağı

THE IMPACT OF SELF CONGRUITY AND FUNCTIONAL CONGRUITY ON CONSUMER-BRAND ENGAGEMENT: A STUDY ON MOBILE PHONE USERS

Öz

Consumption is no longer a one-way economic phenomenon; it has become a complementary form that includes symbolic meanings. Self-congruity and functional congruity emphasize both symbolic and utilitarian aspects of consumption. It is important to evaluate these two concepts together in order to understand consumption as a whole. In addition, consumers choose and get engaged products or brands that they feel close to them. The present study aims to explore the direct and indirect effects of self-congruity and functional congruity on consumer-brand engagement. Although there are studies on self-congruity and functional congruity in the literature, there have been no studies investigating the effect of these two concepts on the consumer-brand engagement. Face-to-face survey method was used to collect the necessary data from 302 cell phone users living in Ankara. In order to test the hypotheses, multiple regression and bootstrapping analyses were used. The results of the analyses show that self-congruity and functional congruity of mobile phone users affect consumer-brand engagement positively. Furthermore, it is revealed that functional congruity has a mediator role on the relationship between self-congruity and consumerbrand engagement

Anahtar Kelimeler

• Self-congruity,functional congruity,consumer-brand engagement

Kaynakça

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