KİŞİLİK ÖZELLİKLERİ, HEDONİK VE RASYONEL FAYDA, MARKA DUYGUSU VE MARKA BAĞLILIĞI ARASINDAKİ İLİŞKİLERİN BELİRLENMESİNE YÖNELİK BİR ARAŞTIRMA

Öz Bu araştırmada tüketicilerin kişilik özellikleri, üründen bekledikleri hedonik ve rasyonel fayda, markaya yönelik duyguları ve marka bağlılıkları arasındaki ilişkilerin belirlenmesi amaçlanmıştır. Bunun için iki ürün grubu seçilmiş ve ürün grupları için iki ayrı model oluşturularak path analizi ile test edilmiştir. Analiz sonuçlarına göre cep telefonu sahibi tüketicilerin sorumluluk ve uyumluluk kişilik özelliği öne çıkmaktadır ve bu kişiler üründen rasyonel fayda beklemektedirler. Spor ayakkabı sahibi tüketicilerin ise dışadönüklük ve yeniliklere açık olma kişilik özellikleri öne çıkmaktadır ve bu kişiler üründen hedonik fayda beklemektedirler. Ayrıca bu beklentiler onların markaya yönelik duygularını ve sonuçta marka bağlılıklarını etkilemektedir.

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Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi-Cover
  • ISSN: 1300-4646
  • Yayın Aralığı: Yılda 4 Sayı
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