Benlik İfade Eden Marka, Marka Aşkı, Pozitif Ağızdan Ağıza İletişim ve Marka Sadakati Arasındaki İlişkinin İncelenmesi: Paketlenmiş Ürün Kategorisinde Bir Araştırma

Bu çalışmanın gerçekleştirilmesindeki amaç tüketicisiyle benlik uyumuna sahip markaların tatmin olmuş tüketicilerin marka aşkına ve marka aşkının tüketicilerin davranışlarına (sadakat, pozitif ağızdan ağıza iletişim) olan etkisinin incelenmesidir. Böylelikle tatmin yaşayan tüketicilerin markalar hakkındaki duygularının daha incelikli bir görünümünün ortaya konulması amaçlanmıştır. Araştırmanın evrenini paketlenmiş ürünler (alkolsüz içecekler, sabun, tahıl vs.) kategorisinde yer alan ve her bir ürün kategorisinde bu markayı kullanan tüketiciler oluşturmaktadır. Araştırmada hipotezlerin test edilmesi için Smart PLS 3 (Partial Least Squares) istatistik programı kullanılmıştır. Araştırmada ölçülmesi amaçlanan hipotezlerin testi için bootstrapping tekniği uygulanmıştır. Analiz sonuçlarına göre benlik ifade eden markanın, marka aşkı ve pozitif ağızdan ağıza iletişimi pozitif yönde anlamlı olarak etkilediği ayrıca marka aşkı değişkeninin marka sadakati ve pozitif ağızdan ağıza iletişimi pozitif etkilediği belirlenmiştir. Bir başka değişken olan marka sadakatinin pozitif ağızdan ağıza iletişimi benzer bir şekilde pozitif ve anlamlı bir şekilde etkilediği tespit edilmiştir.

Anahtar Kelimeler:

Benlik ifade eden marka, Marka aşkı, Marka sadakati, Pozitif ağızdan ağıza iletişim

An Investigation of The Relationship between Self-Expressive Brand, Brand Love, Positive Word- of Mouth and Brand Loyalty: A Research in Packaged Product Category

The aim of this study is to examine the effect of self-expressive brands on satisfied consumers’ brand love and consumers' behavior (loyalty, positive word of mouth). In this way, it is aimed to reveal a more subtle appearance of satisfied consumers' feelings about brands The universe of the research is consumers who are in the category of packaged products (soft drinks, soap, cereal, etc.) and who use this brand in each product category. In order to test the hypotheses, Smart PLS 3 (Partial Least Squares) statistics program was used in the research. Bootstrapping technique was applied to test the hypotheses that are aimed to be measured in the research. According to the results of the analysis, it has been determined that the self-expressive brand positively affects brand love and positive word-of mouth, and the brand love variable positively affects brand loyalty and positive word-of mouth. Another variable, brand loyalty has been found to positively and significantly affect positive word-of-mouth.

Keywords:

Self-expressive brand, Brand love, Brand loyalty, Positive word-of mouth,

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