Repurchasing an Environmental Related Crisis Experienced Automobile Brand: An Examination in the Context of Environmental Consciousness, Brand Trust, Brand Affect, and Resistance to Negative Information

Yıl 2022, Cilt: 30 Sayı: 51, 241 - 260, 31.01.2022

Beyza Gültekin , S. Ihsan Kilic

https://doi.org/10.17233/sosyoekonomi.2022.01.12

Cited By: 2

Öz

This study explores the direct effects of brand trust and environmental consciousness on the intention to repurchase a brand; tests the indirect impacts of brand affect and resistance to negative information in the effect of brand trust on intention to repurchase. The data collected from 110 current users of a particular brand of an automotive company that has recently faced an environmental crisis. SEM and process analysis are used to test the hypotheses. Brand trust positively affects repurchase intention, whereas environmental consciousness does not. Brand affect and resistance to negative information are mediators. For an environmental crisis experienced brand; this study clarifies the significance of brand related concepts (e.g., brand trust, brand affect) and resistance to negative information instead of environmental consciousness in an emerging market, Turkey.

Anahtar Kelimeler

Environmental Crisis, Environmental Consciousness, Brand Trust, Brand Affect, Resistance to Negative Information, Repurchase Intention

Çevre ile ilgili bir Kriz Deneyimlemiş bir Otomobil Markasını Tekrar Satın Alma Niyeti: Çevre Bilinci, Marka Güveni, Marka Duygusu ve Olumsuz Bilgiye Karşı Direnç Çerçevesinde İncelenmesi

Öz

Marka güveninin ve çevre bilincinin bir markayı tekrar satın alma niyeti üzerindeki doğrudan etkilerini araştırmak, marka güveninin yeniden satın alma niyeti üzerindeki etkisinde marka duygusu ve olumsuz bilgiye karşı direncin dolaylı etkilerini test etmek amaçlanmaktadır. Veriler çevresel krizle karşı karşıya kalan bir otomotiv firmasının belirli bir markasını kullanan 110 katılımcıdan toplanmıştır. Hipotezler SEM ve process analizi ile test edilmiştir. Marka güveni, tekrar satın alma niyetini olumlu yönde etkilerken, çevre bilinci etkilememiştir. Marka duygusu ve olumsuz bilgilere karşı direncin aracı etkisi bulunmaktadır. Çevresel kriz yaşamış bir marka için; bu çalışma, gelişmekte olan bir ülke olan Türkiye’de çevre bilinci yerine marka ile ilgili kavramların (örn. marka güveni, marka duygusu) ve olumsuz bilgilere karşı direncin önemli olduğunu ortaya koymaktadır.

Anahtar Kelimeler

Çevresel Kriz, Çevre Bilinci, Marka Güveni, Marka Duygusu, Olumsuz Bilgiye Karşı Direnç, Tekrar Satın Alma Niyeti

Kaynakça

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