The Effect Of Luxurious Brand Value Perception On Loyalty Formation

Yıl 2022, Sayı: 9, 763 - 782, 20.08.2022

Ceyda Deneçli Öykü Yıldız Sevda Deneçli

https://doi.org/10.47994/usbad.1126039

Öz

Today, competition conditions that are increasing day by day reveal the problem of how brands can make their consumers loyal. In this context, in this research, it is aimed to reveal the effect of consumers' value perceptions towards luxury brand perfumes on the formation of brand loyalty. The research was carried out on 368 people who were reached by convenience sampling method on social media. However, the answers of 47 people who use luxury brand perfumes between 0-1 years and the perfume brand specified by the participant is not on the list in the survey were not included in the analysis, and the analyzes were carried out on 321 people. Correlation analysis was used in order to examine the relationship between consumers' level of brand loyalty towards luxury brands and their perceptions of luxury perfume brands. Multiple regression analysis was used to determine the dimensions of value perception that affect consumers' loyalty levels towards luxury brand perfumes. Research results include functional value (Standard Beta=0.30 p=0.00<0.01) and experiential value (Standard Beta=0.31 p=0.00) among functional, experiential and symbolic dimensions of value perception for luxury brands dimensions have a significant effect on the consumer's loyalty level towards luxury brand perfume.

Anahtar Kelimeler

Luxury Brand, Brand Loyalty, Perception

Lüks Marka Değeri Algısının Sadakat Oluşumu Üzerindeki Etkisi

Öz

Günümüzde her geçen gün daha da artan rekabet koşulları markaların tüketicilerini sadık hale nasıl getirebilecekleri sorunsalını ortaya çıkarmaktadır. Bu bağlamda bu araştırmada tüketicilerin lüks marka parfümlere yönelik değer algılarının marka sadakati oluşumundaki etkisini ortaya çıkarmak amaçlanmıştır. Araştırma sosyal medya üzerinde kolayda örnekleme yöntemiyle ulaşılmış 368 kişi üzerinde gerçekleştirilmiştir. Ancak lüks marka parfümü 0-1 yıl arası kullananlar ve katılımcının belirtmiş olduğu parfüm markasının ankette yer alan listede olmayan 47 kişinin verdiği cevaplar analize dahil edilmeyip, analizler 321 kişi üzerinde gerçekleştirilmiştir. Tüketicilerin lüks marka yönelik marka sadakat düzeyi ile lüks parfüm markalarına yönelik algıları arasındaki ilişkiyi incelemek üzere korelasyon analizi; tüketicilerin lüks marka parfüme yönelik sadakat düzeyleri üzerinde etkili olan değer algısı boyutlarını belirlemek amacıyla ise çoklu regresyon analizi kullanılmıştır. Araştırma sonuçları lüks markalara yönelik değer algısı boyutları olan fonksiyonel, deneyimsel ve sembolik boyutları içinden fonksiyonel değer (Standart Beta=0,30 p=0,00<0,01) ve deneyimsel değer (Standart Beta=0,31 p=0,00<0,01) boyutlarının tüketicinin lüks marka parfüme yönelik sadakat düzeyi üzerinde anlamlı bir etkiye sahip olduğunu ortaya koymuştur.

Anahtar Kelimeler

Lüks Marka, Marka Sadakati, Algı

Kaynakça

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