Marka özgünlüğü, algılanan değere ve marka güvenine yol açar

Araştırma, marka özgünlüğünün alt boyutları olarak değerlendirilen marka bireyselliği (brand individuality), marka tutarlılığı (brand consistency), marka sürekliliği (brand continuity) ile algılanan değer (perceived value) ve marka güveni (brand trust) arasındaki ilişkinin kozmetik sektöründe incelenmesi amacıyla gerçekleştirilmiştir. Araştırmanın evrenini kozmetik ürünleri kullanan tüketiciler oluşturmaktadır. Bu bağlamda çevrimiçi anket tekniği kullanılarak kolayda örneklem yöntemiyle 405 kişiye ulaşılmıştır. Araştırmada hipotezlerin test edilmesi için Smart PLS 3 istatistik programı kullanılmıştır. Araştırmada ölçülmesi amaçlanan hipotezlerin testi için bootstrapping tekniği uygulanmıştır. Analiz sonuçlarına göre daha yüksek marka bireyselliği algısı, daha yüksek marka tutarlılığı algısı ve daha yüksek marka sürekliliği algısı, marka özgünlüğü algısını olumlu yönde etkilemektedir. Ayrıca marka özgünlüğünün daha yüksek algılanması, algılanan değer algısını ve marka güveni algısını olumlu yönde etkilemektedir.

Anahtar Kelimeler:

Marka bireyselliği, Algılanan değer, Marka Güveni, Marka Özgünlüğü

Brand authenticity leads to perceived value and brand trust

The research was carried out to examine the relationship between brand individuality, brand consistency, brand continuity, perceived value and brand trust, which are considered as sub-dimensions of brand authenticity, in the cosmetics industry. Consumers using cosmetic products constitute the universe of the research. In this context, 405 people were reached by using the online questionnaire technique and the convenience sampling method. The Smart PLS 3 statistics program was used to test the hypotheses in the study. The bootstrapping technique was used to test the hypotheses aimed to be measured in the study. According to the analysis results, higher perception of brand individuality, higher perception of brand consistency and higher perception of brand continuity positively affect the perception of brand authenticity. In addition, higher perception of brand authenticity positively affects higher perceived value perception and higher brand trust perception.

Keywords:

Brand individuality, Perceived value, Brand trust, Brand authenticity,

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