Tüketici Marka İlişkileri Bakımından Marka Vefası Üzerine Kavramsal Bir Çalışma

Öz

Sürdürülebilir ve güçlü marka yönetimi için tüketici marka ilişkilerini anlamak ve ölçebilmek hem akademisyenler hem sektör uygulayıcıları için oldukça önemlidir. Yıllar içerisinde tüketici marka ilişkilerini çözümlemeye yönelik pek çok çalışma yapılmış ve strateji geliştirilmiştir. Bu çalışma, tüketici marka ilişkilerindeki mevcut durumu kısaca değerlendirerek, ilgili yazındaki boşlukların tespit edilmesine yardımcı olmayı, gelecekteki eğilimleri ve yeni bir kavram olan marka vefasının anlaşılmasını sağlamayı amaçlamıştır. Buna yönelik marka vefası odağında tüketici marka ilişkilerinin tarihsel gelişimi, marka vefası kavramının ortaya çıkışı ve yapılan ölçek geliştirme çalışmaları ele alınmıştır. Ayrıca bu çalışma marka vefasının ilişki halinde olduğu öngörülen algılanan kurumsal sosyal sorumluluk, marka aşkı ve pozitif ağızdan ağıza iletişim kavramları ile olan ilişkileri de inceleyip pazarlama literatürüne teorik bir katkı sağlayarak öncü bir çalışma olmayı hedeflemiştir.

Anahtar Kelimeler

• Marka Vefası
• Kurumsal Sosyal Sorumluluk
• Marka Aşkı
• Pozitif Ağızdan Ağıza İletişimi

A Conceptual Study on Brand Fidelity in terms of Consumer Brand Relationships

Öz

Understanding and measuring consumer brand relations is very important for both academics and industry practitioners for sustainable and strong brand management. Over the years, many studies have been conducted to analysis consumer brand relations and strategies have been developed. This study aimed to evaluate the current situation in consumer brand relations, to help identify gaps in the relevant literature, to provide an understanding of future trends and brand fidelity, which is a new concept. For this purpose, the historical development of consumer brand relations, the emergence of the concept of brand fidelity and scale development studies are discussed in the focus of brand fidelity. In addition, this study aims to be a pioneering study by making a theoretical contribution to the marketing literature by examining the relationships between perceived corporate social responsibility, brand love and +wom, which are predicted to be related to brand fidelity.

Anahtar Kelimeler

• Brand Fidelity
• Corporate Social Responsibility
• Brand Love
• +WOM

Kaynakça

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