Pozitif Ağızdan Ağıza İletişim: Değer Uyumu ve Marka Aşkı Rolünün Açıklanması

Araştırma, değer uyumunun, marka aşkının ve marka imajının, pozitif ağızdan ağıza iletişime yol açan tüketici rollerinin değerlendirilmesi amacıyla gerçekleştirilmiştir. Araştırmanın evrenini Gaziantep’te yer alan kozmetik firmalarından alışveriş yapan kadın tüketiciler oluşturmaktadır. Araştırma kapsamında tesadüfi olmayan örneklemelerden ‘kolayda örneklem’ yöntemi uygulanmıştır. Örneklem sayısı ise 395 anket formunda yer alan verilerden yola çıkarak değerlendirilmiştir. Araştırmada hipotezlerin test edilmesi için Smart PLS 3 (Partial Least Squares) istatistik programı kullanılmıştır. Araştırmada ölçülmesi amaçlanan hipotezlerin testi için bootstrapping tekniği uygulanmıştır. Analiz sonuçlarına göre değer uyumunun marka imajını, marka imajının da marka aşkını pozitif yönde anlamlı olarak etkilediği tespit edilmiştir. Değer uyumu, marka imajı ve marka aşkının marka bağlılığına etkisi anlamlı çıkmıştır. Son olarak marka aşkının ve marka bağlılığının pozitif ağızdan ağıza iletişim üzerinde pozitif anlamlı etkisi olduğu yapılan analizler sonucunda tespit edilmiştir.

Positive Word of Mouth Communication: Explaining The Roles of Value Congruity and Brand Love

The research was carried out to evaluate value congruity, brand love and brand image and also consumer roles leading to positive word of mouth. The universe of the research consists of women consumers shopping from cosmetics companies located in Gaziantep. Within the scope of the research, the convenience sampling' method, which is one of the non-random samples, was applied. The number of samples was evaluated based on the data in the 395 questionnaire forms. Smart PLS 3 (Partial Least Squares) statistics program was used to test hypotheses in the research. Bootstrapping technique was used to test the hypotheses that were aimed to be measured in the research. According to the results of the analysis, it has been determined that the value congruity positively affects the brand image and the brand image affects brand love positively. The value congruity, brand image and brand love have significant effect on brand commitment. Finally, it has been determined as a result of the analyzes that brand love and brand commitment have a positive and significant effect on positive word of mouth.

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Kaynak Göster