MARKA DENEYİMİNİN MARKA İMAJI VE MARKA SADAKATİNE ETKİSİ: MARKA İMAJININ ARACILIK ROLÜ

Deneyim ekonomisi ile birlikte marka deneyimi kavramı son yıllarda oldukça popüler hale gelmiştir. Tüketicilerin günümüzde ürünleri artık sadece sağladıkları fonksiyonel faydalar için değil, daha çok elde edecekleri eşsiz deneyimler için satın aldıkları bilinmektedir. Marka deneyiminin bu kadar önemli olduğu günümüzde marka deneyiminin marka imajına etkisiyle ilgili çok kısıtılı sayıda çalışma bulunması bu çalışmanın amacını belirlemiştir. Çalışmanın amacı marka deneyiminin marka imajı ve marka sadakati üzerindeki etkisinin incelenmesi ve marka deneyiminin marka sadakatine etkisinde marka imajının aracılık rolünün test edilmesidir. Kolayda örnekleme yöntemi ile çevrimiçi anket kullanılarak Zara markası tüketicilerinden toplam 203 kullanılabilir anket elde edilmiştir. Elde edilen sonuçlara göre marka deneyiminin marka imajı ve marka sadakati üzerinde anlamlı etkilerinin bulunduğu, ayrıca marka deneyiminin marka sadakatine etkisinde marka imajının tam aracılık rolünün bulunduğu tespit edilmiştir.

Anahtar Kelimeler:

Marka Deneyimi, Marka İmajı, Marka Sadakati, Aracılık Etkisi

THE IMPACT OF BRAND EXPERIENCE ON BRAND IMAGE AND BRAND LOYALTY: THE MEDIATION ROLE OF BRAND IMAGE

Along with experience economy, brand experience has become a popular concept in the past few years. Nowadays it is a well known fact that consumers buy products not only for their utilitarian benefits but also for the unique experiences they gain from them. Taken the importance of brand experience, it was determined that studies that directly test the effect of brand experience on brand image is highly limited. Hence, the aim of the study is to assess the effect of brand experience on brand image and brand loyalty and also to test the mediation effect of brand image on the relationship between brand experience and brand loyalty. Using convenience sampling and online survey, a total of 203 usable surveys were collected from Zara brand consumers. The results of the study show that brand experience has significant effects on brand image and brand loyalty and also brand image fully mediates the relationship between brand experience and brand loyalty.

Keywords:

Brand Experience, Brand Image, Brand Loyalty, Mediation Effect,

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