COMPARISON OF BRAND AND RETAILER EQUITY REGARDING PURCHASE INTENTIONS OF CUSTOMERS IN TURKISH AUTOMOTIVE SECTOR

Yıl 2024, Sayı: 44, 125 - 140, 07.08.2024

Cem Karayalçın

https://doi.org/10.18092/ulikidince.1448947

Öz

Several studies attempted to investigate brand equity and retailer equity regarding their relationship with the purchase intentions of customers. However, there is little research that studied both concepts in one single study. The first aim of the study is to investigate the relationship between brand equity and purchase intentions of customers; retailer equity and purchase intentions of customers. The second aim is to test the moderating effects of perceived advertising spending and retailer equity regarding the impact of brand equity on purchase intentions. Data were collected from Turkish customers. Results indicated the positive effect of brand and retailer equity on purchase intentions where the effect of brand equity was stronger. There were no moderating effects of retailer equity and perceived advertising spending regarding the impact of brand equity on purchase intentions. The most important findings were that brand equity and retailer equity have considerable and positive effects on the purchase intentions of customers; however, they act independently from each other.

Anahtar Kelimeler

Brand Equity, Retailer Equity, Purchase Intentions, Automotive Sector, Moderation Analysis

MARKA VE PERAKENDECİ DEĞERİNİN MÜŞTERİ SATIN ALMA NİYETİ BAĞLAMINDA TÜRK OTOMOTİV SEKTÖRÜNDE KARŞILAŞTIRILMASI

Öz

Müşterilerin satın alma niyeti kapsamında marka değeri ve perakendeci değerini araştıran çeşitli çalışmalar bulunmaktadır. Ancak ilgili iki kavramı tek bir çalışmada inceleyen az sayıda araştırma bulunmaktadır. Bu bağlamda, çalışmanın ilk amacı marka değeri ile müşterilerin satın alma niyeti arasındaki ilişkiyi; perakendeci değeri ve müşterilerin satın alma niyeti arasındaki ilişkiyi araştırmaktır. Çalışmanın ikinci amacı ise marka değerinin satın alma niyeti üzerindeki etkisinde algılanan reklam harcamaları ve perakendeci değerinin moderatör etkisinin olup olmadığını test etmektir. Veri Türk müşterilerden toplanmıştır. Bulgular marka değerinin ve perakendeci değerinin satın alma niyeti üzerine olumlu etkisini göstermiş olup, marka değerinin etkisi daha güçlü olarak bulunmuştur. Ek olarak, marka değerinin satın alma niyeti üzerine olan etkisinde algılanan reklam harcamalarının ve perakendeci değerinin moderatör etkisi olmadığı sonucuna ulaşılmıştır. Araştırma sonucundaki en önemli bulgu, marka değeri ve perakendeci değerinin satın alma niyetine önemli ve olumlu bir etkisinin bulunduğu; fakat bu etkilerin birbirinden bağımsız olduğudur.

Anahtar Kelimeler

Marka Değeri, Perakendeci Değeri, Satın Alma Niyeti, Otomotiv Sektörü, Moderatör Analizi

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