Marka Reklamının Marka Deneyimi ve Marka Sadakatine Etkisinde Marka Tatmininin Aracılık Rolü: Otel Konukları Üzerine Bir Araştırma

Yıl 2022, , 44 - 59, 30.12.2022

Alev Sökmen , Selda Yordam , Aslı Eren

https://doi.org/10.37847/tdtad.1211553

Öz

Amaç: Bu çalışmada, marka reklamı (MRR), marka tatmini (MRT), marka deneyimi (MRD) ve marka sadakati (MRS) ilişkisini ortaya koymak amaçlanmaktadır.
Yöntem: Çalışmada nicel araştırma yöntemlerinden anket tekniği kullanılarak Ankara'da bulunan uluslararası zincir otelde konaklayan 268 misafire ulaşılmış ve çalışmada kullanılan veriler elde edilmiştir.
Bulgular: Araştırma hipotezlerini test etmek için korelasyon ve regresyon analizi uygulanmıştır. Korelasyon analizi sonucuna göre marka reklamı, marka deneyimi, marka tatmini ve marka sadakati arasında pozitif ilişki olduğu tespit edilmiştir. Regresyon analizi sonuçlarına bakıldığında, marka reklamı ve marka tatmininin marka deneyimi ve marka sadakati üzerinde anlamlı etkisinin olduğu belirlenmiştir. Ayrıca marka reklamı, marka deneyimi ve marka sadakati değişkenleri üzerinde marka tatmininin kısmi aracılık rolü olduğu tespit edilmiştir.
Tartışma: Analizler neticesinde ortaya çıkan bulgular literatürde yer alan ilgili çalışmalardan elde edilen sonuçlarla karşılaştırılmış ve birtakım öneriler geliştirilmiştir.

Anahtar Kelimeler

Marka reklamı, marka tatmini, marka deneyimi, marka sadakati, brand advertisement, brand satisfaction, brand experience, brand loyalty

The Mediating Role of Brand Satisfaction in the Brand Advertisement’s Effect on Brand Experience and Brand Loyalty: A Research on Hotel Guests

Öz

Purpose: In this study, it is aimed to reveal the relationship between brand advertisement (BRA) and brand satisfaction (BRST), brand experience (BRE) and brand loyalty (BRL).
Method: For this purpose, 268 in-house guests staying in the international chain hotel in Ankara were reached and the survey technique was applied.
Findings: Correlation and series of regression analyses are applied for investigating relationships and testing research hypotheses. According to the correlation analysis, there is a significant positive correlation between brand advertisement, brand experience, brand satisfaction, and brand loyalty.
Discussion: As a result of regression analysis, brand advertisement and brand satisfaction have a significant effect on brand experience and brand loyalty. Research findings show that the effect of brand advertisement is partially mediated by brand satisfaction on brand experience and brand loyalty variables.

Anahtar Kelimeler

brand advertisement, brand satisfaction, brand experience, brand loyalty

Kaynakça

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