MARKA GÜVENİ VE MARKA ÖZDEŞLEŞMESİNİN MARKA EVANGELİZMİ ÜZERİNDEKİ ETKİSİ

Yıl 2020, Sayı: 27, 35 - 54, 08.04.2020

Musa Ünalan Tevfik Şükrü Yapraklı Ercan Keser

https://doi.org/10.18092/ulikidince.565037

Cited By: 8

Öz

Marka özdeşleşmesi, tüketicinin kendi imajının
markanın imajı ile örtüşmesini ifade ederken marka güveni ise bir markanın
güvenilirliği, dürüstlüğü ve iyi niyetini içeren bir dizi varsayımı
yansıtmaktadır. Marka evangelizmi; markayı satın alma, olumlu marka
tavsiyelerini yayma ve rakip markalar yerine kendi tercih ettiği markayı
başkalarının da satın alması yönünde ikna etmedir.Bu çalışmanın amacı, marka
güveni ve marka özdeşleşmesinin marka evangelizmi üzerindeki etkisini tespit
etmektir. Çalışmada, Bursa ve Ağrı il merkezlerinde sırasıyla 188 ve 241
katılımcıdan anket yöntemiyle veri toplanmıştır. Kolayda örnekleme yönteminin
kullanıldığı çalışmada, araştırmanın örneklemini 429 kişi oluşturmaktadır. Çalışma
sonucunda, marka evangelizmi üzerinde marka güveni ve marka özdeşleşmesinin
etkisinin olduğu görülmüştür. Ayrıca, marka güvenin marka özdeşleşmesini
etkilediği sonucuna ulaşılmıştır.

Anahtar Kelimeler

Marka Güveni, Marka Özdeşleşmesi, Marka Evangelizmi

Kaynakça

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