SANATTA MARKA DENEYİMİNİN ZİYARETÇİ MEMNUNİYETİ VE MARKA İMAJI ALGISI ÜZERİNDEKİ ETKİLERİNİN İLGİLENİM DÜZEYİNE GÖRE İNCELENMESİ: İSTANBUL BİENALİ ÜZERİNE BİR ARAŞTIRMA

Bu araştırma sanatta marka deneyiminin ziyaretçi memnuniyeti ve marka imajı üzerindeki etkilerini konu almakta ve bu etkileri ziyaretçilerin ilgilenim düzeylerine göre incelemeyi amaçlamaktadır. Araştırma dahilinde yürütülen anket çalışmasında İstanbul Bienali’ne katılmış ziyaretçilere ulaşılmaya çalışılmış, 15. İstanbul Bienali’nin gerçekleştiği mekanlardan biri olan İstanbul Modern’de anket çalışması yürütülmüştür. Toplamda elde edilen 355 anketten 337 tanesinin kullanılabilir olduğu görülmüş ve elde edilen veriler hem bütün örneklem için hem de ilgilenim düzeyi gruplaması yapılarak analizlere tabi tutulmuştur. Çalışmada genel marka deneyiminin hem düşük hem de yüksek ilgilenime sahip katılımcılar göz önüne alındığında, ziyaretçi memnuniyeti ve marka imajını açıklayabildiği görülmüştür. Marka deneyiminin alt boyutlarının etkileri incelendiğinde ise duyusal ve bilişsel boyutun, memnuniyet ve imajı açıklamada etkili olduğu tespit edilmiştir.

Anahtar Kelimeler:

Sanat Pazarlaması, Deneyim Pazarlaması, Marka İmajı, Memnuniyet, İlgilenim, Bienal

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