MARKA ETKİLEŞİMİ VE MARKA DENEYİMİ İLİŞKİSİNDE SOSYAL ETKİ VE MARKA GÜVENİNİN DÜZENLEYİCİ ROLÜ

Yıl 2022, Cilt: 15 Sayı: 2, 428 - 450, 30.05.2022

Merve Vardarsuyu

Öz

Tüketici pazarlarındaki yoğun rekabet ve yüksek dinamizmin etkisiyle, güçlü marka deneyimi yaratmak işletmelerin temel amaçlarından biri haline gelmiş ve pazarlama literatüründe deneyimi anlamaya ve açıklamaya yönelik çalışmaların önemini ve sayısını artırmıştır. Mevcut marka deneyimi literatüründen yola çıkan bu araştırmada, marka etkileşiminin marka deneyimi üzerindeki etkisinde sosyal etki ve marka güveninin düzenleyici rolü incelenmektedir. Araştırmada öne sürülen kavramsal model 215 Türk tüketiciden toplanan anket verisi ile yapısal eşitlik modeli üzerinden test edilmiştir. Analiz sonuçları marka etkileşiminin marka deneyimini olumlu yönde etkilediğini ve bu etkinin yüksek sosyal etki durumunda daha güçlü olduğunu ortaya koymuştur. Ancak, beklenenin aksine, marka güveni marka etkileşimi – marka deneyimi ilişkisini zayıflatmaktadır. Bunların yanında, marka deneyimi tüketicilerin daha çok harcama isteğini artırmaktadır. Teoriye ve yöneticilere öneriler sunan çalışma, gelecek araştırmalar için yararlı önerilerle sonlanmaktadır.

Anahtar Kelimeler

Marka etkileşimi, marka deneyimi, sosyal etki, marka güveni, ödeme isteği

THE RELATIONSHIP BETWEEN BRAND ENGAGEMENT AND BRAND EXPERIENCE: THE MODERATING ROLES OF SOCIAL INFLUENCE AND BRAND TRUST

Öz

In the era of fierce competition and high market dynamism, creating superior brand experience has been one of the key objectives of companies, which in turn fostered the importance and number of experience studies in the marketing literature. Drawing from extant brand experience literature, this study aims to investigate the boundary roles of social influence and brand trust in the relationship between brand engagement and brand experience. A conceptual framework is tested using structural equation modeling with survey responses from 215 Turkish consumers. The data analysis results reveal that brand engagement is positively related to brand experience and this positive relationship is stronger in the case of higher social influence. Contrary to expectations, brand trust negatively moderates the brand engagement – brand experience link. Further, brand experience increases consumers’ willingness to pay. The study provides theoretical and practical implications and ends with fruitful future study directions.

Anahtar Kelimeler

Brand engagement, brand experience, social influence, brand trust, willingness to pay 1

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