MARKA KİŞİLİĞİNİN MARKA SADAKATİ ÜZERİNDEKİ ETKİSİNDE ÜRÜN İLGİLENİMİNİN DÜZENLEYİCİ (MODERATÖR) ROLÜ

21.yy.da teknolojide yaşanan önemli gelişmeler tüketici dikkatinin belirli markalar üzerinde tutulmasını zorlaştırmaktadır. Dijital çağ olarak adlandırılan bu dönemde özellikle mobil telefon markaları arasında ciddi bir rekabet olduğu görülmektedir. En büyük rekabet Apple ve Samsung markaları arasındadır. İki markanın da markalarının kişiliklerini ve tüketici sadakatini korumaya çalışmakta oldukları dikkat çekmektedir. Bu nedenle ürünlerine olan ilgilenimini canlı tutmak için çaba harcadıkları görülmektedir. Bu çalışmada marka kişiliği ve marka sadakati arasındaki ilişkide ürün ilgileniminin düzenleyici etkisi olup olmadığı tespit edilmeye çalışılmıştır. Araştırma modeli her iki marka için ayrı ayrı test edilerek yorumlanmıştır. Çalışma Erzurum ili Merkez ilçede 210 kişini katılımıyla yüz yüze anket uygulanarak gerçekleştirilmiştir. Yapılan analizler sonucunda her iki markada da ürün ilgileniminin, marka kişiliğinin marka sadakati üzerindeki etkisinde düzenleyici role sahip olduğu ancak markaların kişilik alt boyutlarında farklı algılandıkları ortaya çıkmıştır.

Anahtar Kelimeler:

Marka Kişiliği, Marka Sadakati, Ürün İlgilenimi, Düzenleyici Etki

THE MODERATOR ROLE OF PRODUCT INVOLVEMENT AT THE EFFECT OF BRAND PERSONALITY ON BRAND LOYALTY

Important developments in technology in the twenty-first century make it difficult to keep consumer attention on certain brand. It is seen that there is a serious competition especially in the mobile phone brands in this period called digital age. The biggest competition is between Apple and Samsung brands. Both brands are trying to protect the personalities of their brands and the loyalty of their customers. It seems that they are trying to keep the involvement for their products alive. In this study, it has been tried to determine whether the relation between brand personality and brand loyalty is the regulatory effect of the product involvement. The research model has been tested and interpreted separately for both brands. The study was conducted by applying face to face questionnaire with the participation of 210 people in the central district of Erzurum. As a result of the analysis, it was revealed that the product involvement of both brands had a regulatory role in the effect of the brand personality on the brand loyalty but they perceived differently in the personality sub-dimensions of the brands.

Keywords:

Brand Personality, Brand Loyalty, Product Involvement, Moderator Effect,

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