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Günümüzde tüketiciler sadece ihtiyaçlarını karşılayan ve onları memnun eden ürünlerden ziyade somut özellikler sunan, onlara farklı deneyimler sunan markaları tercih etmektedirler. Tüketici-marka ilişkisini iyi yöneten markalar, yoğun rekabet ortamında hayatta kalabilmeyi amaçlamaktadırlar. Bu yüzden, markalar artık tüketicileriyle duygusal bağ kurmak için stratejik kararlar almaktadır. Bu duygusal bağ kurma eğilimleri, marka aşkı olarak ortaya çıkmıştır. Bu çalışmanın amacı marka itibarının hem marka aşkına hem de daha fazla ödeme niyeti üzerindeki etkilerinin incelenmesi, aynı zamanda marka aşkının bu iki değişken arasındaki aracılık rolünün olup olmadığının araştırılmasıdır. Araştırma sadece Nike markası üzerinde gerçekleştirilmiştir. Oluşturulan hipotezler yapısal eşitlik modellemesi kullanılarak test edilmiştir. Araştırmada hem marka itibarının hem de marka aşkının daha fazla ödeme niyeti üzerinde pozitif yönde etkisinin olduğu saptanmıştır. Çalışmada marka itibarı ile daha fazla ödeme niyeti arasında marka aşkının aracılık rolü olmadığı bulunmuştur.
about us prefer brands that give them different experiences rather than products only meet their needs and satisfy their brands that manage consumerbrand relationship well student to grown in an intense competitive environment so brands are now making strategic decisions to build an emotional bond with their consumers these emotional bonding tendencies as brand love the aim of this study is to experiment the effects of brand reputation on both brand love and swimness to share more and also to investigate if brand love has a mediating role between these two variables the research was spent on the nike brand name has been using the creative experience of both brand name and brand love with the brand experience from the brand name of the brand has more and brand experience of the brand has been using the brand experience from the brand with the brand experience of the brand love to love to love to love with the brand experience with the brand experience of the brand experience of the brand name is more and demand of the brand experience of the brand has been using the brand experience of the brand experience of the brand experience in love to love to love with the brand experience of the brand experience of the brand experience of love and brand experience of love with the brand experience of the brand experience of love with the brand name of love with the brand name of love with the brand name and
Nowadays consumers prefer brands that give them different experiences rather than products only meet their needs and satisfy them. Brands that manage consumer-brand relationship well, aimed to survive in an intense competitive environment. Therefore, brands are now making strategic decisions to establish an emotional bond with their consumers. These emotional bonding tendencies emerged as brand love. The aim of this study is to examine the effects of brand reputation on both brand love and willingness to pay more, and also to investigate whether brand love has a mediating role between these two variables. The research was conducted only on the Nike brand. The created hypotheses were tested using structural equation modeling. In the study, it was determined that both brand reputation and brand love have a positive effect on the desire to pay more. In the study, it was found that brand love has no intermediary role between brand reputation and the willingness to pay more.
Field : Sosyal, Beşeri ve İdari Bilimler
Journal Type : Ulusal
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