MARKA PRESTİJİNİN VE KREDİBİLİTESİNİN MARKA SADAKATİ ÜZERİNDEKİ ETKİSİ: OTOMOTİV SEKTÖRÜNDE BİR UYGULAMA

Bu çalışmanın temel amacı otomotiv sektöründe marka prestiji ve kredibilitesinin marka sadakati üzerindeki etkisinin belirlenmesidir. Bu temel amacın yanı sıra araştırmada marka prestiji ve kredibilitesinin algılanan kalite, algılanan risk, azalan bilgi maliyetleri ve algılanan parasal değer değişkenleri üzerinde, bu değişkenlerin de marka sadakati üzerindeki etkisinin belirlenmesi de amaçlanmaktadır. Araştırmanın kapsamını Erzurum’da yaşayan otomobil sahipleri oluşturmaktadır. Araştırmada verilerin elde edilmesinde anket yöntemi kullanılmış ve araştırma 573 kişi üzerinde gerçekleştirilmiştir. Verilerin analizinde aritmetik ortalama, standart sapma, frekans dağılımı, güvenilirlik analizi, doğrulayıcı faktör analizi ve regresyon analizi kullanılmıştır. Analizler Lisrel 8.51 ve SPSS 20.0 paket istatistik programları kullanılarak yapılmıştır. Araştırmada uygulanan regresyon analizleri sonucunda marka prestiji ve kredibilitesinin marka sadakati, algılanan kalite, azalan bilgi maliyetleri ve algılanan parasal değer üzerinde anlamlı ve pozitif yönde bir etkiye sahip olduğu belirlenmiştir. Bununla birlikte marka sadakati üzerinde de algılanan kalitenin, azalan bilgi maliyetlerinin ve algılanan parasal değerin anlamlı ve pozitif yönde bir etkisinin bulunduğu tespit edilmiştir.

Anahtar Kelimeler:

Marka Kredibilitesi, Marka Prestiji, Marka Sadakati, Otomotiv Sektörü

THE IMPACT OF BRAND PRESTIGE AND CREDIBILITY ON BRAND LOYALTY: AN APPLICATION IN AUTOMOTIVE SECTOR

The main purpose of this study is to identify the impact of brand prestige and credibility in automotive sector on brand loyalty. Besides this primary purpose, it also aims to determine the impact of brand prestige and credibility on the variables of perceived quality, perceived risk, diminishing costs of information and perceived monetary value as well as the impact of these variables on brand loyalty. Conducted on car owners living in Erzurum, the research employs survey method with a sample of 573 people to obtain data. Arithmetic means, standard deviation, frequency distribution, reliability analysis, confirmatory factor analysis, and regression analysis are used in data analysis. Analyses are conducted via Lisrel 8.51 and SPSS 20.0 pocket statistical software. In the light of the regression analyses conducted in the research, it identifies that brand prestige and credibility has a significant and positive impact on brand loyalty, perceived quality, diminishing costs of information and perceived monetary value. In addition, it is also determined that perceived quality, diminishing costs of information and perceived monetary value have a significant and positive impact on brand loyalty.

Keywords:

Brand Credibility, Brand Prestige, Brand Loyalty, Automotive Sector,

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