Spor Ayakkabısı Sektöründe Marka Bağlılığı Ve Öncülleri: Karşılaştırmalı Bir Araştırma

Spor ayakkabısı sektöründe markalar arası yoğun bir rekabet yaşanmaktadır. Özellikle genç kuşaktan oluşan pazarın hâkimi olmak isteyen köklü ve yeni markalar rekabet etmektedir. Adidas ve Nike gibi köklü markaların oluşturduğu pazara daha sonradan yeni markalar girmiştir. Bunlar arasında en fazla tercih edilen marka New Balance markasıdır. Dolayısıyla bütün markalar için rekabetçi avantaj elde ederek gerek payını koruma gerekse de arttırma temel amaçtır. Bu çalışmanın amacı Adidas, Nike ve New Balance spor ayakkabı markalarını tercih eden tüketicilerin, marka bağlılığı öncülleri arasındaki ilişkileri tespit etmek ve elde edilen sonuçlara göre spor ayakkabısı sektöründe faaliyet gösteren işletmelere strateji önerilerinde bulunmaktır. Araştırmanın evrenini, Bursa il merkezinde ikamet eden ve spor ayakkabısı kullanan nihai tüketiciler oluşturmaktadır. Araştırmanın verileri 2018 yılı Mart ile Eylül ayları arasında toplanmıştır. Araştırma verilerinin toplanmasında kolayda örnekleme yöntemi kullanılmıştır. Analize uygun toplam 377 adet anket verisi elde edilmiştir. Araştırmanın ölçeği Karjaluoto vd.(2016), Ünal ve Aydın(2013) ve Taşkın(2014) çalışmalarından uyarlanmıştır. Araştırmadan elde edilen bulgulara göre; New Balance markasının tüketicide yarattığı imaj ve güvenin, diğer markalara göre tüketici marka sevgisi daha fazla etkilediği belirlenmiştir. Ağızdan ağıza iletişim ve marka sevgisinin marka bağlılığına etkileri marka tercihleri bazında incelendiğinde; ağızdan ağıza iletişim ve marka sevgisinin New Balance markası için marka bağlılığını diğer markalara göre daha fazla etkilediği bulunmuştur.

Anahtar Kelimeler:

Marka Sevgisi, Markaya Duyulan Güven, Marka İmajı, Spor Ayakkabısı, Marka Bağlılığı

BRAND LOYALTY AND ANTECEDENTS IN SPORT SHOE SECTOR: COMPARATİVE RESEARCH

There is an intense competition among brands in the sports shoe industry. The established and new brands that try to dominate the market, especially the young generation, are competing. Afterwards, new brands entered the market, which was established by well-established brands such as Adidas and Nike. New Balance brand is the most preferred brand among them. Therefore, it is the main objective to maintain and increase its share by gaining competitive advantage for all brands. Therefore, it is the main objective to maintain and increase its share by gaining competitive advantage for all brands. The aim of this study is to explore the relationships among the brand loyalty antecedents of the consumers who prefer Adidas, Nike and New Balance sports shoes brands and to propose strategies for the companies in the sports shoe sector according to the results obtained. The universe of the research consists of the consumers who live in the city center of Bursa and use sports shoes. The data of the study were collected between March and September 2018.Convenience sampling method was used for collecting the data. A total of 377 questionnaires were obtained The scale of the study was adapted from Karjaluoto et al. (2016), Ünal and Aydın (2013) and Taşkın (2014). According to the results; it was found that the image and trust created by the New Balance brand in the consumer affects the love of the consumer brand more than other brands. When the effects of word of mouth communication and brand love on brand loyalty are examined on the basis of brand preferences; it was found that the influence of word of mouth communication and brand love on brand loyalty was more for New Balance brand than other brands.

Keywords:

Brand Love, Brand Trust, Brand Image, Sport Shoe, Brand Loyalty,

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