TÜKETİCİLERİN ÜRÜN İLGİLENİM VE BİLGİ DÜZEYİNİN MARKA SADAKATİNE ETKİSİNİN FİKİR LİDERLİĞİ KAPSAMINDA DEĞERLENDİRİLMESİ

Öz

Bu çalışma, tüketicilerin ilgilenim ve bilgi düzeylerinin marka sadakati oluşumuna etkisini, fikir liderliği eğilimi kapsamında belirlemeye odaklanmıştır. Bu amaçla oluşturulan araştırma modeli, 367 üniversite öğrencisinden elde edilen veriler kapsamında test edilmiştir. Araştırma sonuçları marka sadakati oluşumu açısından, ürün ilgilenim ve bilgi düzeyinin belirleyici etkileri olduğunu ortaya koymaktadır. Bunun yanı sıra araştırma sonuçları, ilgilenim temelli marka sadakati oluşumu konusunda, fikir liderliği eğiliminin düzenleyici etkisi bulunmadığını; ancak, fikir liderliği eğilimi taşıyan tüketicilerin fikir liderliği eğilimi taşımayanlara göre daha üst düzeyde ürün ilgilenimi, bilgi ve sadakat düzeylerine sahip olduğunu göstermektedir

Anahtar Kelimeler

• Ürün ilgilenimi,ürün bilgisi,marka sadakati,fikir liderliği

THE EFFECT OF CONSUMERS’ PRODUCT INVOLVEMENT AND PRODUCT KNOWLEDGE ON BRAND LOYALTY WITHIN THE CONTEXT OF OPINION LEADERSHIP

Öz

This study focuses on determining the influence of product involvement and product knowledge on consumer brand loyalty within the opinion leadership context. In this aim, a research model was developed and tested on 367 university students. The study results indicate that product involvement and product knowledge have important effects on brand loyalty formation. Moreover, the findings show that moderating effect of opinion leadership on involvement-based brand loyalty formation is not significant. However, the results also show that opinion leaders are more involved with products, more knowledgeable about products, and more loyal to a specific brand than non-opinion leaders

Anahtar Kelimeler

• Product involvement,Product knowledge,Brand loyalty,Opinion leadership

Kaynakça

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