THE EFFECT OF BRAND EXPERIENCE ON REPURCHASE INTENTION

Year 2020, Issue: 11, 1 - 27, 31.10.2020

Canan Yılmaz Uz , Hanifi Murat Mutlu

Abstract

In an area where consumer preferences are constantly changing, consumer retention strategies of brands are changing and diverse. Make consumer re-purchases a preferred product is a process closely related to creating brand loyalty. However, creating brand loyalty can be achieved by combining multiple components. In this respect, the way the quality is perceived and the importance of the experience that brands provide to their consumers with the purchase is remarkable. It is important to know whether the consumer, who started to use brands as a means of expressing himself, has developed a sense of loyalty towards the brands he identifies with, and the effect of this loyalty on purchasing. In this study, it has been investigated whether the perception of quality and consumer-brand identification has an impact on brand experience, and the effect of perceived quality, consumer-brand identification and brand experience on brand loyalty and it has been tried to investigate whether the brand experience and brand loyalty have an effect on the intention to repurchase. These factors have positive effects on each other, brand experience is affected by perceived quality and consumer-brand identification and it has been demonstrated that perceived quality, consumer-brand identification and brand experience create brand loyalty and brand loyalty and brand experience create intention to repurchase.

Keywords

Brand Experience, Brand identification, Brand loyalty, Repurchase intention

MARKA DENEYİMİNİN YENİDEN SATIN ALMA NİYETİ ÜZERİNE ETKİSİ

Abstract

Tüketici tercihlerinin sürekli değiştiği bir ortamda, markaların tüketici elde tutma stratejileri de değişmekte ve çeşitlenmektedir. Tüketicinin tercih edilen bir ürünü yeniden satın almasını sağlamak, marka sadakati yaratma ile yakından ilişkili bir süreçtir. Ancak, marka sadakati yaratmak, birden çok bileşenin bir araya gelmesiyle sağlanabilir. Bu açıdan, elde edilen kalitenin algılanma biçimi ve markaların satın alma ile birlikte tüketicilerine yaşattıkları deneyimin önemi dikkat çekmektedir. Kendisini ifade etme aracı olarak markaları kullanmaya başlayan tüketicinin, kendini özdeşleştirdiği markalara karşı sadakat duygusu geliştirip geliştirmediği ve bu sadakatin satın alma üzerindeki etkisinin bilinmesi önemlidir. Bu çalışmada, algılanan kalite ile tüketici-marka özdeşleşmesinin marka deneyimi üzerine etkisinin olup olmadığı araştırılmış, algılanan kalite, tüketici-marka özdeşleşmesi ve marka deneyiminin marka sadakati üzerinde ne gibi bir etkisinin ortaya konmaya çalışılarak marka deneyimi ve marka sadakatinin yeniden satın alma niyeti üzerine etkisinin olup olmadığı araştırılmaya çalışılmıştır. Bu faktörlerin birbirleri üzerinde pozitif birer etkileri olduğu, marka deneyiminin algılanan kalite ve tüketici-marka özdeşleşmesinden etkilendiği; algılanan kalite, tüketici-marka özdeşleşmesi ve marka deneyiminin marka sadakati yarattığı ve marka sadakati ile marka deneyiminin yeniden satın alma niyeti yarattığı ortaya konulmuştur.

Keywords

Marka deneyimi, Marka özdeşleşme, Marka sadakati, Yeniden satın alma niyeti

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