Duygusal Marka Deneyimi, Marka Ayırt Ediciliği, Marka Çekiciliği ve Marka Savunuculuğu Arasındaki İlişkiler

21. yy'da popüleritesi son derece yüksek olan ve adeta yeni kategoriler oluşturani-pod, i-phone, i-pad, Nintendo Wii ya da Pokemon Go gibi birçok marka yalnızca ürünkategorisindeki fonksiyonel fayda ile satın alma karar sürecini açıklamakta yetersizkalmaktadır. Bu gibi markaların adeta birer savunucusu ve takipçisi olan tüketiciler, bumarkalarla yalnızca rasyonel satın alma kararı verme üzerine düşünme eylemi içindedeğildirler. Yaratıcı ve inovatif olan bu markalar tüketicilerinin duyularına, duygularına,düşünsel yapılarına, ilgilerine değer katacak faaliyetler uygulamaktadırlar. Özellikleduygusal marka deneyimine sahip olan tüketiciler, markaları daha çekici ve dahaayırtedici olarak tanımlamaktadırlar. Bu bağlamda bu çalışma, duygusal markadeneyimi, marka çekiciliği ve ayırtediciliği ile marka savunuculuğu arasındaki ilişkileriteknoloji markalarının kullanıcıları üzerinde araştırmakta ve marka savunuculuğuüzerinde etkili olan değişkenleri analiz etmeyi hedeflemektedir

The Relationship Between The Affective Brand Experience, Brand Distinctiveness, Brand Attractiveness and The Brand Advocacy

Many brands such as i-pod, i-phone, i-pad, Nintendo Wii, or Pokemon Go, which have a very high popularity in the 21st century, are almost inadequate in explaining the procurement decision process with only product functional benefit only in the product category. Consumers such an advocate followers of brands are not in a position to think only of making rational purchasing decisions with these brands. These creative and innovative brands carry out marketing activities that add value to consumers' feelings, emotions, intellectual structures and curiosity. More particularly consumers who have affective brand experience define brands as more attractive and more distinctive. In this context, this study researches the relationship between affective brand experience, brand attractiveness, brand distinctiveness and thebrand advocacy on the users of technology brands and aims to analyze the variables that influence brand advocacy

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