Marka Evangelizminin Satın Alma Bağımlılığı, Satın Alma Niyeti ve Tavsiyede Bulunma Üzerindeki Etkisi: Taraftar Ürünleri Örneği

Amaç – Marka evangelizmi ağızdan ağıza pazarlamanın daha gelişmiş halidir. Ağızdan ağıza pazarlama; pazarlama iletişimi için bir iskeletse, marka evangelizmi bir ruhtur. Marka evangelizmi; tüketicinin marka için, onun savunucusu, elçisi, avukatı gibi davranması, markaya büyük hayranlık ya da büyük bir aşk beslemesidir. Türkiye’de marka evangelizmi konusunda yapılmış çalışmalar oldukça sınırlıdır ve bundan dolayı da halen gelişime açıktır. Eldeki bu çalışma ile de marka evangelizmi konusundaki alanyazınına katkı sunmak amaçlanmaktadır. Yöntem – Çalışmada eFANgelizm ölçeği kullanılmış ve böylece marka evangelizminin satın alma bağımlılığı, satın alma niyeti ve markayı tavsiye etme üzerindeki etkisi belirlenmeye çalışılmıştır. Bu doğrultuda 614 katılımcı ile “kolayda örneklem yöntemi” ile bir anket yapılmış ve SPSS 25 paket programında sınamaya tabi tutulmuştur. Bulgular – Bulgular göstermektedir ki; marka evangelizminin satın alma bağımlılığı, satın alma niyeti ve tavsiye etme üzerinde bir etkisi bulunmaktadır. Bundan dolayı pazarlama uzmanlarının yapması gereken evangelist tüketiciler topluluğu meydana getirmektir. Tartışma – Pazarlama yöneticileri Evangelizm Pazarlama’yı pazarlama stratejilerinin bir parçası olarak görmelidirler. İşletmenin yeni müşteriler kazanmasında evangelist tüketiciler kritik bir rol oynayabilir ve markanın satışlarının artmasını sağlayabilir. Bunun nedeni, marka evangelistlerinin herhangi bir çıkarı olmaksızın markanın elçiliğini yürütmeleri ve böylece olası müşterilerin ikna olmasında etkili olabilmeleridir.

The Effect of Brand Evangelism on Purchasing Addiction, Intention to Purchase and Recommendation: The Case of Fan Products

Purpose – Brand evangelism is a more advanced form of Word of mouth marketing. If word of mouth marketing is a framework for marketing communication, brand evangelism is a spirit. In brand evangelism; the consumer is acting as the defender, ambassador and lawyer of the brand and he/she is a great fan or a great lover of the brand. Studies conducted on the brand evangelism in Turkey is quite limited and is therefore still open to development. Design/methodology/approach – With this study, it is aimed to contribute to the literature on brand evangelism. For this purpose, eFANgelism scale was used in the study and thus the effect of brand evangelism on purchasing addiction, intention to purchase and brand recommendation was tried to be determined. In this respect, a questionnaire was conducted with 614 participants using "convenience sampling method" and tested in SPSS 25. Findings – The findings show that; brand evangelism has an impact on on purchasing addiction, intention to purchase and recommendation. Therefore, what marketing experts need to do is to create a community of evangelist consumers. Discussion – Marketing managers should see Evangelism Marketing as part of their marketing strategy. Evangelist consumers can play a critical role in the business's acquisition of new customers and increase the sales of the brand. Because brand evangelists run the embassy of the brand without any interest, which can be effective in convincing potential customers.

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