Nurettin İBRAHİMOĞLU, Bahtışen KAVAK

Benlik Algısı ve Kendini Kurgulama Düzeyinin Marka Sadakati Üzerindeki Etkisi: Üniversite Öğrencileri Üzerinde Bir Araştırma

Bu çalışmanın amacı, tüketicilerin ‘Benlik Algısı ve Kendini Kurgulama’ düzeylerinin davranışsal ve tutumsal marka sadakatini etkileyip etkilemediğini araştırmaktır. Bu amaçla 189 üniversite öğrencisinden anket tekniği ile veri toplanmıştır. Ulaşılan sonuçlara göre, her iki değişkenin de davranışsal sadakati arttırdığı, ancak tutumsal sadakati etkilemediği görülmüştür. Ayrıca, bu iki değişkenin birlikte etkilerinin ayrı ayrı etkilerinden daha yüksek olduğu bulunmuştur.

The Influence of Self Concept and Self Monitoring on Brand Loyalty: An Investigation on University Students

The purpose of this study is to investigate if the levels of customers’ Self Concept and Self Monitoring influence his or her behavioral and attitudional loyalty. For this purpose, the data was collected by means of the questionnaire conducted on 189 university students. According to the results, both self monitoring and self concept lead behavioral loyalty rather than attitudional one. Moreover, the multiplier affect of these variables is higher than of the individual.

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