AMACA YÖNELİK PAZARLAMA UYGULAMALARINA İLİŞKİN TÜKETİCİ İLGİLENİMİ: TÜKETİCİ-MARKA-AMAÇ UYUMU ÜZERİNE

Araştırmanın amacı, amaca yönelik pazarlama uygulamalarına ilişkin tüketici ilgileniminin ölçülmesi ve tüketici ilgilenimini etkilemesi boyutunda uyum konusunun alt boyutları (tüketici-amaç uyumu, marka-amaç uyumu ve tüketici-marka uyumu) arasında farklılıklar olup olmadığının, farklılık varsa hangi boyutların daha etkili olduğunun incelenmesidir. Anket yöntemiyle veri toplanan araştırmada, değişkenler arasında bir ilişki olup olmadığını ve varsa ilişkinin yönünü ve kuvvetini belirlemek amacıyla tek yönlü varyans, korelasyon ve regresyon analizlerinden yararlanılmıştır. Sonuç olarak, uyum alt boyutları ile ilgilenim düzeyi arasında anlamlı bir ilişki söz konusudur. Amaca yönelik pazarlama uygulamasına yönelik tüketici ilgilenimini en çok etkileyen boyut tüketici-amaç uyumu iken ikinci sırada marka-amaç uyumu gelmektedir. Son sırada tüketici-marka uyumu gelmektedir. Amaca yönelik pazarlama uygulamalarında, tüketici-marka-amaç uyumunun mümkün olduğunca yüksek olması, tüketicinin ilgilenimini yükseltecek, olumlu tepkisi ve desteğiyle sonuçlanabilecektir. Amaca yönelik pazarlama uygulamalarının planlanması aşamasında bu ilişkinin göz önünde bulundurulması, kampanyanın başarısını doğrudan etkileyecektir.

CONSUMER INVOLVEMENT IN CAUSE RELATED MARKETING INITIATIVES: A RESEARCH ON CONSUMER-BRAND-CAUSE FIT

he aim of the research is to measure consumer involvement in cause related marketing initiatives and whether there are differences between the sub-dimensions of fit (consumer-cause fit, brand-cause fit and consumer-brand fit), and if there is a difference, which dimensions are more effective in affecting consumer involvement. In research used questionnaire tecnique, oneway variance, correlation and regression analyzes were used to determine if there is a relationship between variables and if there is a relationship to determine the direction and strength of the relationship. As a result, there is a meaningful relationship between fit sub-dimensions and level of interest. The most influential dimension of consumer involvement in cause related marketing initiative is consumer-cause fit, while brand-cause fit is second. Consumer-brand fit is at the end. The fact that the consumer-brand-cause fit is as high as possible in cause related marketing initiatives can increase consumer's involvement, result in the consumer's positive reaction and support. Considering this relationship in the course of the planning of cause related marketing initiatives will directly affect the success of the campaign.

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Business and Management Studies: An International Journal-Cover
  • ISSN: 2148-2586
  • Yayın Aralığı: Yılda 4 Sayı
  • Başlangıç: 2013
  • Yayıncı: ACC Publishing