MARKA KİŞİLİĞİ BOYUTLARI, TATMİN, GÜVEN VE ETNOSENTRİK EĞİLİMLERİN MARKA SADAKATİ ÜZERİNE ETKİSİ – DİDİ ÖRNEĞİ

Ülkemizde satışı gerçekleştirilen ikisi uluslararası, biri ulusal ölçekte markaların olduğu soğuk çay pazarında yer alan ÇAYKUR işletmesinin ürettiği DİDİ marka soğuk çay içeceği markasının marka kişiliği boyutlarının öncelikle ortaya konulmasının amaçlandığı bu çalışmada; marka kişiliği boyutları, marka tatmini, marka güveni ve etnosentrik eğilimlerin marka sadakati üzerindeki olası etkileri araştırılmıştır. Yapılan alan araştırması sonucunda elde edilen bulgulara göre, marka tatmini, marka güveni ve marka kişiliği boyutlarından coşku boyutunun hem tutumsal hem de davranışsal marka sadakati üzerinde olumlu yönde etkisinin olduğu ortaya çıkmıştır. Bununla beraber, etnosentrik eğilimlerin Didi markasına yönelik tutumsal ve davranışsal marka sadakati üzerinde önemli bir ölçüde bir etkisinin olmadığı belirlenmiştir. Araştırmadan çıkan sonuçlar, teorisyen ve uygulayıcılar yönünden irdelenmiştir.

Anahtar Kelimeler:

Marka Kişiliği, etnosentrik eğilim, marka sadakati, Didi, soğuk çay

DIMENSIONS OF BRAND PERSONALITY, SATISFACTION, TRUST AND ETHNOCENTRIC TENDENCY EFFECTS ON BRAND LOYALTY – AN EXAMPLE OF “DiDi”

First of all, in this study, it was aimed to determined the personality dimensions of Didi that was produced by Çaykur Firm and placed in ice tea market where two international (Lipton Ice Tea –Fuse Tea by Coca Cola) and one national brand (Didi by Çaykur). Second, it was analysed of effects of brand personality dimensions, brand satisfaction, brand trust and ethnocentric tendency on bahavioral and attitudinal loyalty of “Didi”. At the end of study, it was found that brand satisfaction, brand trust and excitement dimension have positive affect on behavioral and attitudional loyalty level of “Didi”. In addition to this result, it was also found that ethnocentric tendency has not affect on loyalty level of “Didi”. Findings and results of this study semtinized in terms of theorists and practitioner.

Keywords:

Brand Personality, ethnocentric tendency, brand loyalty, Didi, ice tea,

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