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Önceleri tüketiciler istek ve ihtiyaçlarını sınırlı seçenekler arasından karşılarken günümüzde teknolojinin gelişmesinin getirdiği erişim kolaylığı ile seçeneklerin sayısı artmıştır. Bu nedenle, markaya karşı duygusal ve tutkulu bağı ifade eden marka aşkı kavramı önem kazanmaya başlamıştır. Bu araştırmanın amacı marka çağrışımları, marka güveni, marka farkındalığı, marka imajı ve algılanan kalitenin marka aşkı üzerindeki etkilerini Marka aşkının da marka sadakati ve kulaktan kulağa pazarlama davranışı üzerindeki etkilerinin belirlenmesidir. Araştırmanın ana kütlesi Doğu Karadeniz Bölgesinde yaşayan ve Türkiye’de faaliyet gösteren ünlü bir elektronik markası müşterilerinden oluşmaktadır. Kolayda örnekleme yöntemi ile elde edilen 400 tüketiciye yüz yüze anket yöntemi uygulanmıştır. Verilerin geçerlilik ve güvenilirliklerini test etmek için faktör analizi ve cronbach alfa yöntemi uygulanmıştır. Araştırma hipotezleri yapısal eşitlik modellemesi ile test edilmiştir. Araştırma sonucunda marka çağrışımları, marka güveni, marka farkındalığı, marka imajı ve algılanan kalitenin marka aşkını, marka aşkının da marka sadakati ve kulaktan kulağa pazarlama davranışını pozitif yönlü etkilediği tespit edilmiştir.
In the first place, consumers meet their desires and needs through limited options, and today the number of options has increased with the ease of access brought by the development of technology. Therefore, the concept of brand love, which expresses an emotional and passionate bond to the brand, has begun to gain importance. The purpose of this research is to identify the effects of brand calls, brand confidence, brand awareness, brand image and quality perceived on brand love; and the effects of brand love on brand loyalty and marketing behavior from ears to ears. The main mass of the research consists of customers of a famous electronic brand that lives in the Eastern Black Sea Region and operates in Turkey. The 400 consumers face-to-face survey method has been applied with the easy sampling method. Factor analysis and chronbach alpha method has been applied to test the validity and reliability of data. Research hypotheses have been tested with structural equality modeling. The research found that brand calls, brand confidence, brand awareness, brand image and perceptible quality positively influenced brand love, brand love, and brand loyalty and marketing behavior from ears to ears.
Previously, consumers have met their request and needs through limited choices, but nowadays the number of options has increased with the ease of access provided by the development of technology. Therefore, the concept of brand love, which expresses the emotional and passionate bond against the brand, has started to gain importance. The purpose of this research is to determine the effects of brand associations, brand trust, brand awareness, brand image and perceived quality on brand love and effects of brand love on brand loyalty and word-of-mouth marketing. The main mass of the research consists of consumers who live in the Eastern Black Sea Region and are the customers of famous electronic brand operating in Turkey. Face-to-face survey was applied to 400 consumers which were obtanined by convenience sampling method. Factor analysis and cronbach's alpha method were used to test the validity and reliability of the data. Research hypotheses were tested by structural equation modeling. As a result of the research, it was determined that brand associations, brand trust, brand awareness, brand image and perceived quality affect brand love and brand love affect brand loyalty and word-of-mouth positively.
Field : Sosyal, Beşeri ve İdari Bilimler
Journal Type : Uluslararası
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