MARKA İMAJI, KURUMSAL İMAJ, MARKA GÜVENİ VE TÜKETİCİ İLGİLENİMİNİN DUYGUSAL BAĞLILIK ÜZERİNDEKİ ETKİSİNDE NOSTALJİ EĞİLİMİNİN ROLÜ: KÜRESEL VE YEREL MARKA KARŞILAŞTIRMASI

Year 2019, Volume: 37 Issue: 2, 215 - 240, 28.06.2019

Fatma Müge Arslan Oylum Korkut Altuna

https://doi.org/10.17065/huniibf.426122

Cited By: 3

Abstract

Nostalji, “bireylerin geçmişe duydukları arzu veya geçmiş günlerde
yaşananlara ve sahip olunanlara karşı hissedilen hoşlanma” olarak
tanımlanmaktadır (Holbrook, 1993, p. 245). Son yıllarda pazarlama alanında,
nostalji, tüketicilerde olumlu duygular uyandırmak amacıyla yaygın olarak
kullanılmaktadır (Holak et al., 2007). Bu bağlamda, bu çalışmanın amacı Marka
İmajı, Kurumsal İmaj, Marka Güveni ve Tüketici İlgilenimi’nin Duygusal Bağlılık
üzerindeki etkisinde Nostalji’nin rolünü incelemektir. Kavramsal model farklı
nostalji eğilimi düzeylerine (yüksek/düşük) sahip tüketiciler açısından test
edilmiştir. Ayrıca, bir küresel ve bir yerel marka için model
karşılaştırılmıştır. Kolayda örnekleme ve yüzyüze anket yöntemi ile İstanbul ilinde
643 anket toplanmıştır. Araştırma hipotezlerini test etmek amacıyla Regresyon
Analizi kullanılmıştır. Araştırma bulgularına göre, her iki marka ve her iki
nostalji eğilimi düzeyindeki cevaplayıcı grupları için tüm bağımsız değişkenler
duygusal bağlılık bağımlı değişkeni üzerinde istatistiksel olarak anlamlı etki
göstermektedir. Ancak, gerek markalar gerek nostalji düzeylerine göre etki
dereceleri ve sıralamalarında farklılıklar tespit edilmiştir. 

Keywords

Nostalji Eğilimi, Duygusal Bağlılık, Marka İmajı, Kutumsal İmaj, Tüketici İlgilenimi, Markaya Olan Güven

THE ROLE OF NOSTALGIA PRONENESS IN THE EFFECT OF BRAND IMAGE, CORPORATE IMAGE, BRAND TRUST AND CONSUMER INVOLVEMENT ON EMOTIONAL ATTACHMENT: GLOBAL VS. LOCAL BRAND

Abstract

Nostalgia
is an ‘‘individual’s desire for the past or a liking for possessions and
activities of days gone by’’ (Holbrook, 1993:245). For the past few decades nostalgia
has been widely used in marketing in order to evoke positive feelings (Holak et
al., 2007). Hence, the aim of this study is to assess the role of nostalgia
proneness in the effect of brand image, corporate image, brand trust and
involvement on emotional attachment. The conceptual model is tested empirically
against consumers of different levels of nostalgia proneness (low/high).
Additionally a comparison is made between a global and a local brand. Convenience
sampling was used and data were collected from 643 consumers in Istanbul using
face to face interviews. Multiple regression analyses were used to test the
hypotheses. The results showed that all of the independent variables had
statistically significant effects on emotional attachment for both levels of
nostalgia proneness and for the global and the local brands. However,
differences exist for the two samples (low/high nostalgia prone) and the two
brands (Çamlıca and Coca Cola) regarding the most effective variables on
emotional attachment. 

Keywords

Nostalgia Proneness, Emotional Attachment, Brand Image, Corporate Image, Involvement, Brand Trust

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