Bu çalışmada, tüketicilerin markanın; imajı, çağrışımı, algılanan kalite ve marka farkındalığının marka bağlılığı ve satın alma niyeti üzerine etkilerini ortaya koymak amaçlanmıştır. Araştırma verileri, İstanbul İlinde 384 kişiye yüz yüze anket yöntemi uygulanarak elde edilmiştir. Daha sonra bu veriler Cronbach Alfa Katsayısı yöntemi, Normallik testi, Faktör Analizi, Korelasyon ve Çoklu Regresyon Analizi ile test edilmiştir. Araştırma sonucunda, marka imajı, algılanan kalite ve marka farkındalığının marka bağlılığını ve satın alma niyetini etkilediği belirlenmiştir. Marka bağlılığını etkileyen en önemli faktör marka imajı iken, satın alma niyetini etkileyen en önemli faktör marka farkındalığı olarak tespit edilmiştir. Ayrıca marka bağlılığı ve satın alma niyeti ile en yüksek ilişki marka imajı arasında bulunurken, en düşük ilişki ise marka çağrışımı arasında bulunmuştur.
in this study, research data was obtained by applying over 384 people face-to-face survey methods in istanbul, which is aimed to reveal the effects of quality and brand awareness that consumers are perceived by calling the image of the brand and the desire to purchase, and then this data was tested by cronbach alpha coefficient method normality test factor analysis correlation and multi-regretion analysis, as a result of research, the brand image has been perceived as the most important factor in affecting the brand commitment and brand awareness, while the most important factor brand image has been identified among the most important factors that affecting the intention of purchasing, while the most important factor in the brand awareness of the brand, and the highest relationship between the highest relationship with the brand image, and the highest relationship with the highest relationship with the brand image, and the highest relationship
In this study, it is aimed to reveal the effects of the brand's image, brand association, brand’s perceived quality and brand awareness on consumers’ brand loyalty and purchasing intent. Research data were obtained by applying face to face survey method to 384 people in Istanbul. These data were then tested by Cronbach's alpha coefficient method, normality test, factor analysis, correlation and multiple regression analysis. As a result of the research, it has been determined that brand image, perceived quality and brand awareness affect brand loyalty and purchasing intent. While the most important factor affecting brand loyalty is brand image, the most important factor affecting purchasing intention is brand awareness. In addition, the highest relationship of brand loyalty and purchasing intention was found between the brand image, while the lowest relation was found between brand association.
Alan : Eğitim Bilimleri; Filoloji; Güzel Sanatlar; Hukuk; İlahiyat; Sosyal, Beşeri ve İdari Bilimler; Spor Bilimleri
Dergi Türü : Uluslararası
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