MARKA SEVGİSİNİN KAVRAMSALLAŞTIRILMASI, ÖLÇÜMÜ, NEDENLERİ VE SONUÇLARINA YÖNELİK KRİTİK BİR İNCELEME

Yıl 2023, Cilt: 16 Sayı: 3, 797 - 820, 30.09.2023

Merve Vardarsuyu Beyza Gültekin

Öz

Tüketicilerin markalarla kurdukları en güçlü ve en karmaşık ilişkilerden biri olduğu ileri sürülen marka sevgisi, ortaya atılmasından itibaren gerek araştırmacılar gerekse marka yöneticileri tarafından oldukça ilgi gören bir kavram olmuştur. Ancak, mevcut literatürde marka sevgisinin kavramsallaştırılması ve ölçeklendirmesine yönelik bir birliğe varılamadığı gözlemlenmiştir. Bu araştırmanın amacı, tüketicilerin markalara karşı duydukları sevginin anlamını irdelemek ve ölçümü konusunda öne sürülen alternatifleri değerlendirmektir. Bu bağlamda marka sevgisine neden olan faktörler ile bu güçlü ve önemli marka ilişkisinin işletmelere faydalarına yönelik bir çerçeve çizilmesi amaçlanmaktadır. Çalışma kısıtlar ve gelecek araştırmalar için önerilerle sonlanmaktadır.

Anahtar Kelimeler

tüketici marka ilişkileri, marka sevgisi, tatmin, tutku

A CRITICAL INVESTIGATION OF CONCEPTUALIZATION, OPERATIONALIZATION, DRIVERS, AND CONSEQUENCES OF BRAND LOVE

Öz

Consumer-brand relationships, one of the most powerful yet complex relationships, have been in the interest of scholars and brand managers. However, it is observed that there is no consensus on the conceptualization and operationalization of brand love. This study aims to evaluate the meaning of love towards brands and examine the alternative measurements for this construct proposed in the extant literature. In this respect, the drivers of brand love, as well as its benefits for brand managers are discussed. The paper is finalized with the limitations and future research directions.

Anahtar Kelimeler

consumer brand relationships, brand love, satisfaction, passion

Kaynakça

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