Araştırma Makalesi
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Marka Özgünlüğünün Marka İmajı ve Marka Tercihindeki İlişkisinde Marka Güveninin Aracılık Rolü

Yıl 2020, Cilt: 16 Sayı: 32, 4840 - 4874, 31.12.2020
https://doi.org/10.26466/opus.741062

Öz

Araştırmanın amacı, günümüz finansal krizlerinde ayakta kalmayı sağlayacak bir unsur olan marka özgünlüğünün; marka imajına ve marka tercihine olan etkisinin tespit edilmesi, ayrıca marka güveninin, marka imajı ve marka tercihine etkisinde aracı etkiye sahip olup olmadığının ortaya konulmasıdır. Bu amaçla marka özgünlüğünün alt boyutları olan erdem, bağlantı, gerçeklik, estetiklik, kontrtol ve orjinallik ile marka imajı ve marka tercihi ilişkisi araştırılmış, marka güveninin marka imajı ve marka tercihi üzerindeki aracı etkisi model ışığında incelenmiştir. Yapılan pilot uygulamada; marka özgünlüğü, marka imajı, marka tercihi ve marka güveni ölçeklerinin toplam varyansı açıklama oranlarının ve Kaiser-Meyer-Olkin (KMO) testlerinin örneklem yeterlilik değerinin faktör analizi için yeterli olduğu belirlenmiştir. Araştırmanın çalışma grubunu beyaz eşya kullanan, satın alan (816) nihayi tüketici oluşturmaktadır. Toplanan veriler SPSS ve AMOS programlarıyla analiz edilmiştir. Analiz sonuçlarına göre marka özgünlüğünün; marka imajı ve marka tercihine olumlu yönde anlamlı bir etkisinin olduğu tespit edilmiştir. Analizlere göre marka güveninin aracılık etkisinin olduğu sonucuna ulaşılmış ve aracılık etkisi Sobel testi ile doğrulanmıştır.

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Mediation Role of Brand Trust in the Relationship of Brand Authenticity in Brand Image and Brand Preference

Yıl 2020, Cilt: 16 Sayı: 32, 4840 - 4874, 31.12.2020
https://doi.org/10.26466/opus.741062

Öz

The aim of the research is to determine the brand authenticity, which is a factor that will ensure survival in today's financial crises; determining the effect on the brand image and brand preference, and also revealing whether the brand trust has an intermediary effect on the brand image and brand preference. For this purpose, the relationship between brand image and brand preference with virtue, connection, reality, aesthetics, control and originality, which are sub-dimensions of brand authenticity, was investigated, and the mediating effect of brand trust on brand image and brand preference was examined in the light of the model. In the pilot study conducted; It was determined that the total variance explanation ratios of brand authenticity, brand image, brand preference and brand trust scales and the sampling adequacy value of Kaiser-Meyer-Olkin (KMO) tests were sufficient for factor analysis.The working group of the research is the end consumer who uses and buys (816) white goods. The collected data were analyzed with SPSS and AMOS programs. According to the analysis results, brand originality; It has been determined that it has a significant positive effect on brand image and brand preference. According to the analysis, it was concluded that brand trust has an intermediary effect and the mediation effect was confirmed by the Sobel test.

Kaynakça

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  • Munoz, C.L., Wood, N.T.; and Solomon, M.R. (2006). Real or blarney? A cross-cultural investigation of the perceived authenticity of Irish pubs, Journal ofConsumer Behaviour 5, 222-234.
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Toplam 120 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Yöneylem
Bölüm Makaleler
Yazarlar

Kazim Dağ 0000-0003-0643-6932

Yakup Durmaz 0000-0003-0332-4185

Yayımlanma Tarihi 31 Aralık 2020
Kabul Tarihi 3 Haziran 2020
Yayımlandığı Sayı Yıl 2020 Cilt: 16 Sayı: 32

Kaynak Göster

APA Dağ, K., & Durmaz, Y. (2020). Marka Özgünlüğünün Marka İmajı ve Marka Tercihindeki İlişkisinde Marka Güveninin Aracılık Rolü. OPUS International Journal of Society Researches, 16(32), 4840-4874. https://doi.org/10.26466/opus.741062