Müşteri Değeri Ekseninde, Marka İmajı ve Marka Bağlılığı; İlgilenimin Düzenleyici Rolü

Amaç – Bu araştırmanın amacı müşteri değeri literatüründe ki diğer araştırmalardan farklı olarak; sembolik ve fonksiyonel fayda sağlayan markaların seçimiyle beraber, müşteri değeri alt değişkenleri ile marka imajına, marka değerine, satın alma niyetine ve marka bağlılığına daha geniş bir açıdan bakılarak ilgilenim değişkeninin düzenleyici etkisi incelenmiştir. Yöntem – Araştırma amacı doğrultusunda ilgili ölçekler dijital ortama aktarılarak internet tabanlı anket uygulamasına gidilmiş ve elektronik ortamda, kolayda örnekleme yöntemi kullanılarak katılımcılara ulaşılmıştır. 577 kullanılabilir anket ile elde edilen veriler Yapısal Eşitlik Modeli uygulanarak analiz edilmiştir. Bulgular – Araştırma sonucunda Müşteri değeri alt boyutlarından fiyat faydası, fonksiyonel kalite, estetik, eğlenebilirliğin marka imajı üzerinde anlamlı etkileri ortaya çıkarken sosyal kişisel imaj ve sosyal ilişki desteğinin marka imajı üzerinde anlamlı bir etkisinin olmadığı görülmüştür. Bunun yanında marka imajının, marka değeri ve satın alma niyeti üzerinde olumlu etkileri gözlenirken, marka değerinin satın alma niyeti ve marka bağlılığı üzerinde anlamlı etkileri ortaya çıkmıştır. Satın alma niyeti ve marka imajının marka bağlılığını olumlu yönde etkilediği de çıkan sonuçlar arasındadır. Araştırmanın ana konusunu oluşturan sembolik ve fonksiyonel marka kullanıcıları düzeyinde bahsedilen değişkenlerin arasında anlamlı farklar gözlemlenmiştir. Diğer taraftan Araştırmada ilgilenimin düşüklük ve yükseklik düzeyinin marka imajı, müşteri değeri, marka bağlılığı, satın alma niyeti ve marka değeri değişkenleri ile doğrudan etkili olduğu sonucuna ulaşılmıştır. Tartışma – Markaların rekabet ortamında öne geçmeleri için önemli unsurlardan biri olan ürünün satış oranlarını artırmak adına tüketicilerin gözünde ürüne karşı olumlu bir imaj veya değer oluşturmaları gerekmektedir. Oluşturulan bu marka imajı ve değeri ürünlerin rekabet gücünü artırıcı etkiye sahip olacaktır. Marka değeri ve marka imajının markaya sadık müşteri kitlesi oluşturabilme etkisi olduğu da bilinmektedir. Bu bağlamda sembolik ve fonksiyonel fayda sağlayan markanın seçimiyle beraber, müşteri değeri alt değişkenleri ile marka imajına, marka değerine ve marka bağlılığına daha geniş bir açıdan bakılabilmesi adına önemlidir.

Brand Image and Brand Loyalty on The Axis Of Customer Value; The Regulatory Role of Involvement

Purpose – The purpose of this research is, unlike other researches in customer value literature; Along with the selection of brands that provide symbolic and functional benefits, the regulatory effect of the interest variable was examined by looking at the customer value sub-variables and brand image, brand value, purchase intention and brand loyalty from a broader perspective. Design/methodology/approach – In line with the purpose of the research, the relevant scales were transferred to the digital environment and a web-based questionnaire was applied and the participants were reached using the convenience sampling method in electronic environment. Data obtained from 577 usable questionnaires were analyzed by applying the Structural Equation Model. Findings – As a result of the research, it has been observed that while price benefit, functional quality, aesthetics, entertainment have significant effects on brand image, social personal image and social relationship support do not have a significant effect on brand image. In addition, while positive effects of brand image on brand value and purchase intention were observed, significant effects of brand value on purchasing intention and brand loyalty emerged. It is also among the results that the purchase intention and brand image positively affect the brand loyalty. It has been observed that there are significant differences between the variables mentioned at the level of symbolic and functional brand users, which are the main subject of the study. On the other hand, in the study, it was concluded that low and high levels of interest have direct effects on issues such as brand image, customer value, brand loyalty, purchasing intention and brand value. Discussion – Brands need to create a positive image or value for the product in the eyes of consumers in order to increase the sales rates of the product, which is one of the most important factors for getting ahead in the competitive environment. This brand image and value created will have an effect on increasing the competitiveness of the products. In this sense, it is known that brand value and brand image have the effect of creating a loyal customer base to the brand. In this context, it is important in order to be able to look at the brand image, brand value and brand loyalty from a broader perspective with the sub-variables of customer value, together with the choice of brand that provides symbolic and functional benefits.

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