THE EFFECT OF BRAND TRUST AND ETHNOCENTRISM ON BRAND LOYALTY: A TRADEMARK EXAMPLE

Yıl 2017, Cilt: 22 Sayı: 4, 993 - 1012, 30.10.2017

Esen Şahin Ceyda Gültekin

Öz

The increase in product alternatives today and the similarities of these alternatives have resulted in an increase in the level of trust given to brands and the level of loyalty that consumers show to brands Brand trust and brand loyalty are very important for both consumers and businesses. On the other hand, it is seen that the culture has a great effect when the related brands are preferred. Brand suggests they belong to the country way of choice for many consumers.

This work; founded in 1991 in Turkey, opened to foreign markets in 1996, is the leader of Turkish market, has successful marketing activities in important markets such as USA and Canada and has been selected as "the best jean brand" (www.mavi.com), which has been introduced as "the first textile brand to be opened to international markets" and currently continues its activities with 5000 sales points and 385 stores in the world. It is aimed to determine whether consumers trust in this brand and whether a Turkish brand has an effect on consumers' brand loyalty. The study concluded that the trust in the brand and the ethnocentric tendencies of consumers have a strong influence on brand loyalty, and a positive and significant relationship was found between these three variables.

Anahtar Kelimeler

Brand Trust, Consumer Ethnocentrism, Brand Loyalty

MARKAYA DUYULAN GÜVEN VE ETNOSENTRİK EĞİLİMLERİN MARKA SADAKATİNE ETKİSİ: BİR MARKA ÖRNEĞİ

Öz

Günümüzde ürün alternatiflerinin artması ve bu alternatiflerin birbirleriyle benzer özellikler göstermesi, markalara duyulan güven unsurunun ve tüketicilerin markalara gösterdikleri sadakat düzeyine verilen önemin artması sonucunu doğurmuştur. Marka güveni ve marka sadakati hem tüketiciler hem de işletmeler açısından oldukça önemlidir. Diğer taraftan ilgili markaların tercih edilmesinde kültürün çok büyük etkisi olduğu görülmektedir. Markaların ait oldukları ülkeler birçok tüketici için seçim konusunda yol göstermektedir.

Bu çalışma; 1991 yılında Türkiye’de kurulan, 1996 yılında yurtdışı pazarlarına açılan, Türkiye pazarının lideri konumunda olan, ABD ve Kanada gibi önemli pazarlarda başarılı pazarlama faaliyetleri yürüten, farklı birçok ülkede farklı dönemlerde yapılan araştırmalarda “en iyi jean markası” seçilen, Time Dergisi tarafından “Türkiye’den uluslararası pazarlara açılan ilk tekstil markası” olarak tanıtılan ve halen Dünya’da 5000 satış noktası ve 385 mağaza sayısı ile faaliyetlerini sürdüren Mavi Jeans müşterileri üzerinde yürütülmüştür (www.mavi.com). Çalışmada tüketicilerin bu markaya duydukları güvenin ve Türk markası olmasının tüketicilerin marka sadakatine etkisinin olup olmadığını belirlemek amaçlanmıştır. Çalışma sonucunda markaya duyulan güven ve tüketicilerin etnosentrik eğilimlerinin marka sadakati üzerinde güçlü bir etkisi olduğu ve bu üç değişken arasında pozitif ve anlamlı bir ilişki olduğu belirlenmiştir.

Anahtar Kelimeler

Marka Güveni, Tüketici Etnosentrizmi, Marka Sadakati

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