2010

Marka Özgünlüğünün Marka Güveni Üzerindeki Etkisi: Cep Telefonu MarkalarıÜzerine Bir Araştırma

Amaç – Bu çalışmanın amacı, tüketicilerin kullandıkları cep telefonu markalarını dikkate alarak markaözgünlüğünün marka güveni üzerindeki olası etkilerini belirlemeye yöneliktir.Yöntem – Çalışma Mayıs-Haziran 2021 de tüketicilere çevrimiçi anketle veri toplama yöntemikullanılmış olup 500 anket elde edilmiş ancak hatalı ve eksik 30 anket tasnif dışı bırakılarak toplamda470 anket üzerinden sonuçlar değerlendirilmiştir. Çalışmada kolayda örnekleme yöntemikullanılmıştır. Çalışmanın analizinde kısmi en küçük kareler yöntemi ile yapısal model test edilmiştir.Bulgular – Elde edilen sonuçlara göre, marka özgünlüğünün marka güveni üzerinde doğrudan vepozitif bir etkisinin olduğu tespit edilmiştir. Ayrıca çalışmada marka özgünlüğü boyutlarının da ayrıayrı marka güveni üzerindeki olası etkileri de test edilmiştir. Elde edilen sonuçlara göre markaözgünlüğü boyutları (süreklilik, orijinallik, doğallık ve güvenilirlik) marka güveni üzerinde doğrudanve pozitif etkilerinin olduğu görülmüş ve oluşturulan araştırma hipotezleri kabul edilmiştir. Tartışma – Tüketicilere yönelik olarak kullandıkları cep telefonu markası bağlamında markaözgünlüğü ve marka güveni incelenmiş olup sonuçlar tartışılmıştır.

Effect of Brand Authenticity on Brand Trust: A Research on Mobile Phones

Purpose – This study aims to determine the probable effects of brand authenticity on brand trustconsidering the brands of mobile phones used by the consumers. Design/methodology/approach – In the study, the method of data collection through online surveyconducted on May-June 2021 for consumers has been used and 500 surveys have been submitted,however, 30 surveys with mistakes or missing parts have been taken out of the classification and theresults have been assessed on 470 surveys in total. Convenience sampling method has been used in thestudy. Structural model has been tested by partial least squares method in the analysis of the study. Findings – It has been detected in line with the results obtained that brand authenticity has a directand positive effect on brand trust. In addition, probable effects of brand authenticity dimensions onbrand trust have been tested individually. In line with the results, it has been observed that brandauthenticity dimensions (continuity, originality, naturalness and reliability) have direct and positiveeffects on brand trust and the research hypotheses have been accepted. Discussions – Brand authenticity and brand trust have been studied in the context of mobile phonebrands used by the consumers and the results have been discussed.

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