Tüketicilerin Marka Değeri Algılamaları ile Marka Aşkı İlişkisi ve Bunların Sosyal Medya Davranışlarına Etkisi

Bu çalışma tüketicilerin marka değeri algılamalarının Aaker’ın (1991) belirlemiş olduğu boyutlara göre; marka farkındalığı, marka çağrışımları, algılanan kalite ve marka sadakati üzerinden her birinin marka aşkı üzerindeki etkisini belirlemek, marka aşkının marka değeri üzerindeki etkisini belirlemek ve marka değeri algılamaları ile marka aşkının tüketicilerin sosyal medyadaki davranışları üzerindeki etkisini belirlemek amacıyla yapılmıştır. Çalışma 614 katılımcının katılımıyla gerçekleşmiştir. Çalışmada hazırlanan ankette Aaker’ın (1991) marka değerleme modeli ve Carroll ve Ahuvia, (2006) Marka Aşkı ölçeği kullanılmış olup bu ölçekler 5’li likert soru tipi ile katılımcılara sorulmuştur. Çalışmada katılımcılarda daha öncesinde pilot çalışma ile hazırlanan “en sevilen marka” listesinden birisini seçmeleri istenmiş, yanıtları o markaya göre yanıtlamaları istenmiştir. Katılımcılardan çevrimiçi anket yolu ile veriler toplanmış olup, toplanan veriler SPSS paket programı yardımı ile analiz edilmiştir. Araştırma sonucuna göre, marka değeri hem genel olarak hem de her bir boyut açısından tüketicilerin marka aşkını etkilemektedir. Ayrıca marka aşkı tüketicilerin marka değerleme algılarını etkilemektedir. Bununla birlikte marka değeri algılamaları ve marka aşkı tüketicilerin sosyal medya platformlarında markaya ilişkin davranışlarını etkilemektedir.

Anahtar Kelimeler:

marka değeri, , marka aşkı, , sosyal medya,

Consumers' Perceptions of Brand Equity and The Relationship of Brand Love and Its Effect on Social Media Behaviors

In this study, in terms of each dimension of consumers' perception of brand equity; (brand awareness, brand associations, perceived quality and brand loyalty) to determine the effect of brand love on brand love, to determine the effect of brand love on brand equity, and to determine the effect of brand value perceptions and brand love on consumers' behavior in social media. The study was carried out with the participation of 614 participants. Brand equity model and brand love scale were used in the survey prepared in the study. In the study, the participants were asked to choose one of the "most loved brands" list prepared by the pilot study before, and they were asked to answer the answers according to that brand. Data were collected from the participants through an online questionnaire, and the collected data were analyzed with the help of the SPSS package program. According to the results of the research, brand equity affects consumers' brand love both in general and in terms of each dimension. In addition, brand love affects consumers' perceptions of brand valuation. In addition, perceptions of brand value and brand love affect consumers' brand-related behaviors on social media platforms.

Keywords:

Brand Equity, Brand Love, Social Media,

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