Marka değerinin marka aşkına etkisi: kahve markası araştırması

Faruk Yüksel

doi:10.53601/tourismandrecreation.1865356

TR EN

Marka değerinin marka aşkına etkisi: kahve markası araştırması

Öz

Bu çalışma, bir kahve markasına ilişkin marka değerinin marka aşkı üzerindeki etkisini incelemeyi ve bu ilişkide markanın mobil uygulamasına yönelik kullanımın düzenleyici rolünü analiz etmeyi amaçlamaktadır. Araştırma modeli, marka değerini yüksek düzeyli bir yapı (HOC) olarak ele alırken; algılanan kalite, marka sadakati ile marka çağrışımları ve marka farkındalığını düşük düzeyli yapılar (LOC) kapsamında incelemektedir. Araştırma, Haziran–Temmuz 2025 döneminde Ordu ilinde yaşayan, 18 yaş ve üzeri ve en az bir kez bir kahve markasından tüketim deneyimi yaşamış 393 tüketiciyle gerçekleştirilmiştir. Veriler, Yapısal Eşitlik Modellemesi kapsamında SmartPLS programı kullanılarak analiz edilmiştir. Bulgular, marka değerinin marka aşkı üzerinde olumlu bir etkiye sahip olduğunu göstermektedir. Alt boyutlar incelendiğinde, algılanan kalite ve marka sadakatinin marka aşkını olumlu etkilediği, buna karşılık marka çağrışımları ile marka farkındalığının marka aşkı üzerinde anlamlı bir etkiye sahip olmadığı tespit edilmiştir. Ayrıca, marka değerinin alt boyutları ile marka aşkı arasındaki ilişkilerde mobil uygulama kullanımının düzenleyici bir rol üstlenmediği belirlenmiştir. Önem-Performans Haritası Analizi (Importance–Performance Map Analysis-IPMA) sonuçları, marka sadakatinin marka aşkını artırmada en kritik stratejik öncelik olduğunu, algılanan kalitenin ise güçlü ve korunması gereken bir yapı olduğunu ortaya koymaktadır. Çalışma, marka değerinin duygusal tüketici–marka ilişkilerinin oluşumundaki rolünü vurgulayarak kahve sektörü literatürüne katkı sunmaktadır.

Anahtar Kelimeler

Marka değeri, marka aşkı, marka sadakati, mobil uygulama kullanımı, Ordu ili

Etik Beyan

Bu çalışmada kullanılan anket yöntemi için Ordu Üniversitesi Rektörlüğü Sosyal ve Beşeri Bilimler Araştırmaları Etik Kurulu’ndan 29/04/2025 tarihli ve 04 nolu toplantısında 2025-90 sıra sayılı kararı ile izin alınmıştır. Aksi bir durumun tespiti halinde TO&RE Dergisi'nin hiçbir sorumluluğu olmayıp, tüm sorumluluk çalışmanın yazarına aittir.

The effect of brand equity on brand love: a coffee brand study

Öz

This study examines the effect of brand equity of a coffee brand on brand love and aims to analyze the moderating role of mobile application usage in this relationship. The research model conceptualizes brand equity as a higher-order construct (HOC), while perceived quality, brand loyalty, and brand associations/awareness are examined as lower-order constructs (LOC). The study was conducted with 393 consumers aged 18 and over, residing in Ordu province, who had experienced consumption from a coffee brand at least once during the period of June–July 2025. The data were analyzed using Structural Equation Modeling through the SmartPLS software. The findings indicate that brand equity has a positive effect on brand love. An examination of the lower-order constructs reveals that perceived quality and brand loyalty positively influence brand love, whereas brand associations/brand awareness do not have a significant effect. In addition, mobile application usage does not play a moderating role in the relationships between the dimensions of brand equity and brand love. The results of the Importance–Performance Map Analysis (IPMA) demonstrate that brand loyalty is the most critical strategic priority for enhancing brand love, while perceived quality represents a strong construct that should be maintained. Overall, the study contributes to the coffee industry literature by emphasizing the role of brand equity in the formation of emotional consumer–brand relationships.

Anahtar Kelimeler

Brand equity, brand love, brand loyalty, mobile application usage, Ordu province

Etik Beyan

Permission for the survey method used in this study was obtained from the Ordu University Rectorate Social and Human Sciences Research Ethics Committee with decision number 2025-90, dated 29/04/2025. TO&RE Journal shall not be held responsible in case of any discrepancy; all responsibility rests with the author of the study.

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Ayrıntılar

Birincil Dil

Türkçe

Konular

Gıda Pazarlaması

Bölüm

Araştırma Makalesi

Yazarlar

Faruk Yüksel ^*
0000-0002-4724-0007
Türkiye

Yayımlanma Tarihi

1 Temmuz 2026

Gönderilme Tarihi

16 Ocak 2026

Kabul Tarihi

29 Haziran 2026

Yayımlandığı Sayı

Yıl 2026 Cilt: 8 Sayı: 1

DOI

https://doi.org/10.53601/tourismandrecreation.1865356

IZ

https://izlik.org/JA94PK93SN

APA

Yüksel, F. (2026). Marka değerinin marka aşkına etkisi: kahve markası araştırması. Tourism and Recreation, 8(1), 213-229. https://doi.org/10.53601/tourismandrecreation.1865356

AMA

1.Yüksel F. Marka değerinin marka aşkına etkisi: kahve markası araştırması. TO&RE. 2026;8(1):213-229. doi:10.53601/tourismandrecreation.1865356

Chicago

Yüksel, Faruk. 2026. “Marka değerinin marka aşkına etkisi: kahve markası araştırması”. Tourism and Recreation 8 (1): 213-29. https://doi.org/10.53601/tourismandrecreation.1865356.

EndNote

Yüksel F (01 Temmuz 2026) Marka değerinin marka aşkına etkisi: kahve markası araştırması. Tourism and Recreation 8 1 213–229.

IEEE

[1]F. Yüksel, “Marka değerinin marka aşkına etkisi: kahve markası araştırması”, TO&RE, c. 8, sy 1, ss. 213–229, Tem. 2026, doi: 10.53601/tourismandrecreation.1865356.

ISNAD

Yüksel, Faruk. “Marka değerinin marka aşkına etkisi: kahve markası araştırması”. Tourism and Recreation 8/1 (01 Temmuz 2026): 213-229. https://doi.org/10.53601/tourismandrecreation.1865356.

JAMA

1.Yüksel F. Marka değerinin marka aşkına etkisi: kahve markası araştırması. TO&RE. 2026;8:213–229.

MLA

Yüksel, Faruk. “Marka değerinin marka aşkına etkisi: kahve markası araştırması”. Tourism and Recreation, c. 8, sy 1, Temmuz 2026, ss. 213-29, doi:10.53601/tourismandrecreation.1865356.

Vancouver

1.Faruk Yüksel. Marka değerinin marka aşkına etkisi: kahve markası araştırması. TO&RE. 01 Temmuz 2026;8(1):213-29. doi:10.53601/tourismandrecreation.1865356

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Marka değerinin marka aşkına etkisi: kahve markası araştırması

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