Markanin Benli̇ği̇ İfade Etmesi̇ Ve Sosyal Görünürlüğünün Marka Aşki İle İli̇şki̇si̇

Uyar, Kumru; Lekesizcan, Feyza Somtaş

doi:10.15295/bmij.v5i4.192

Cited by 2 publications

(1 citation statement)

References 30 publications

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“…In the study, the participants were asked to answer the questionnaire questions by stating a brand name that they thought was special for them and that they had experienced for many years without naming any product category or sector. This approach was used in similar studies in the literature (Baycur, 2015, p. 15;Garg et al, 2015;Uyar and Lekesizcan, 2017). Thus, in evaluating experiences with a private brand, the cumulative brand experiences created by sensory, emotional, intellectual and behavioral experiences based on stimuli related to a brand can be evaluated together (van der Westhuizen, 2018, p.174).…”

Section: Demographic Characteristics Of Participants and Findings Regarding The Brands Indicatedmentioning

confidence: 99%

The meditating effect of brand love in the relationship between brand experience and brand equity

Akgözlü

Kılıç

2021

bmij

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The purpose of this study is to examine whether brand love has a mediating effect on the relationship between brand experience and brand equity. The research data were obtained from 503 participants between the ages of 18-24 in Istanbul. Face-to-face survey technique was used as a data collection method, quota sampling and convenience sampling methods were preferred as the sampling method. The collected data were tested using exploratory factor analysis, confirmatory factor analysis and structural equation modelling analysis within the framework of the conceptual model of the research. According to the findings of the research, it has been determined that four dimensions of brand experience (sensory, emotional, intellectual and behavioral) have a positive effect on two dimensions of brand love (affection, passion) and four dimensions of brand equity (brand awareness, brand associations, perceived quality, brand loyalty). However, it was concluded that brand love has no mediating effect on the relationship between brand experience and brand equity.

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Section: Demographic Characteristics Of Participants and Findings Regarding The Brands Indicatedmentioning

confidence: 99%

The meditating effect of brand love in the relationship between brand experience and brand equity

Akgözlü

Kılıç

2021

bmij

View full text Add to dashboard Cite

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Marka İmajının Marka Sadakatine Etkisi Üzerine Bir Araştırma

ÇEVİK

YILMAZ

GÜÇLÜ

2022

Bartın Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi

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Tüketicilerin birer sadık müşteriye dönüşmelerinin ve marka sadakatlerinin sağlanmasının, onların markaya ilişkin tutumlarının ve algılarının ne yönde olduğu yla yani marka imajıyla ilişkili olduğu düşünülmektedir. Buradan hareketle yapılan bu çalışmanın amacı, marka imajının marka sadakatine olan etkisinin incelenmesidir. Araştırma Türkiye genelinde Burger King tüketicileri üzerinde gerçekleştirilmiştir. Verilerin toplanmasında birincil veri toplama yöntemlerinden anket tekniği kullanılmıştır. Verilerin analizinde faktör analizi ve regresyon analizinden istifade edilmiştir. Yapılan analizler sonucunda, katılımcıların Burger King markasının belirli bir imaja sahip olduğuna inandıkları, ürünlerle ilgili bir sorun olduğunda bunun telafi edileceğine güvendikleri, beklentilerini karşılayan bir marka olarak gördükleri ve marka sadakatinin orta düzeyde olduğu görülmüştür. Marka sadakati üzerinde marka aşkı, marka güveni ve marka imajının bireysel etkilerinin pozitif olduğu sonucuna varılmıştır. Buna ek olarak, marka sadakatine bu üç değişkenin birlikte etkisi incelendiğinde, marka aşkı ve marka güveninin pozitif, marka imajının ise negatif etkiye sahip olduğu tespit edilmiştir.

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Markanin Benli̇ği̇ İfade Etmesi̇ Ve Sosyal Görünürlüğünün Marka Aşki İle İli̇şki̇si̇

Abstract: The subject of this study is brand love, which is studied in a very limited number of studies.

Cited by 2 publications

References 30 publications

The meditating effect of brand love in the relationship between brand experience and brand equity

The meditating effect of brand love in the relationship between brand experience and brand equity

Marka İmajının Marka Sadakatine Etkisi Üzerine Bir Araştırma

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