Marka Özdeşleşmesinin Marka Evangelizmi Üzerindeki Etkisinde: Marka Aşkının Aracılık Rolü

Günümüz dünyasında, markalar işletmeler için önemli rekabet aracı haline gelmiştir. İşletmeler, marka konumlandırmalarını doğru yaparak tüketiciler de marka güveni sağlamalıdır. Bu bağlamda marka özdeşleşmesi yaratılabilir. Marka ile özdeşleşen tüketiciler öncelikle markada kendi kimliklerinden ve kişiliklerinden bir parça bulmaktadırlar bu durumda sosyal kimlik teorisine dayanmaktadır. Bu araştırmada marka özdeşleşmesinin marka evangelizmi üzerindeki etkisinde marka aşkının aracılık rolü araştırılmıştır. Bolu ilinde ikamet eden en az 18 yaşında ve bir otomobile sahip kişiler araştırmanın örneklemini oluşturmaktadır. 420 kişiden toplanan veriden 29 hatalı ve eksik anket araştırma kapsamı dışında bırakılmıştır. 391 kişiden elde edilen veriler SPSS AMOS paket programı aracılığıyla yapısal eşitlik modeli ile analiz edilmiştir. Araştırma sonucunda, marka özdeşleşmesinin marka evangelizmi üzerinde anlamlı bir etkisinin olmadığı ancak marka aşkının tam aracılık rolü ile marka özdeşleşmesi ve marka evangelizmi arasındaki ilişkinin sağlandığı sonucuna ulaşılmıştır.

Brand Identification Effects on Brand Evangelism: Mediating Role of Brand Love

In Today's world, brands have become important competitive tools for businesses. Businesses should make brand positioning correctly and consumers should also provide brand trust. In this context, brand identification can be created. Consumers who identify with the brand first find a piece of their identity and personality in the brand, in this case it is based on social identity theory.In this study, the mediating role of brand love in the effect of brand identification on brand evangelism was investigated. The sample of the study consists of people who are at least 18 years old and have a car, residing in the province of Bolu. Data collected from 420 people, 29 incomplete surveys were excluded from the scope of the study. The data obtained from 391 people were analyzed with the structural equation model through the SPSS AMOS package program. As a result of the research, it was concluded that brand identification did not have a significant effect on brand evangelism, but brand love's full mediator role the relationship between brand identification and brand evangelism was supported

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