The Mediating Role of Brand Image and Brand Trust on The Effect of Word of Mouth Marketing on Brand Loyalty

Year 2021, Volume: 18 Issue: 39, 553 - 588, 01.07.2021

Selin Burçak Güner , Volkan Öngel

https://doi.org/10.26466/opus.898666

Cited By: 2

Abstract

The aim of the study is to analyze the mediating role of brand image and brand trust on the effect of word of mouth marketing on brand loyalty. Within the scope of the research, consumers of electrical small home appliances were contacted. In the process of collecting data, the survey method was preferred and convenience sampling method was applied. 663 survey data were analyzed using SPSS 25 and SPSS Process 2.16 programs. According to the research findings; it has been determined that word of mouth marketing has a positive effect on brand loyalty through brand image and brand trust. It was concluded that word-of-mouth marketing positively effects the brand image, brand trust, and brand loyalty. It was also concluded that the brand trust and the brand image also increased brand loyalty. As a result of the study, different than the original, the word of mouth marketing scale was obtained in five dimensions and this dimension was named as website content, as previously used in literature. The results obtained in the study are essential in determining the variables that have a mediation role in creating customer loyalty.

Keywords

Word of Mouth Marketing, Word of Mouth Communication, Brand Image, Brand Trust, Brand Loyalty

Ağızdan Ağıza Pazarlamanın Marka Sadakatine Etkisinde Marka İmajı ve Marka Güveninin Aracılık Rolü

Abstract

Araştırmanın amacı, ağızdan ağıza pazarlamanın marka sadakatine etkisinde marka imajı ve marka güveninin aracılık etkisini analiz etmektir. Araştırma örneklemi elektrikli küçük ev aletleri kullanıcılarıdır. Araştırma verilerinin toplanması aşamasında anket yöntemi tercih edilmiş ve kolayda örnekleme yöntemi uygulanmıştır. Elde edilen 663 anket verisi SPSS 25 ve SPSS Process 2.16 programları kullanılarak analiz edilmiştir. Araştırmadan elde edilen bulgulara göre; ağızdan ağıza pazarlamanın marka imajı ve marka güveni aracılığında marka sadakatine olumlu etkisinin olduğu tespit edilmiştir. Ağızdan ağıza pazarlamanın marka imajını, markaya olan güveni ve marka sadakatini olumlu yönde etkilediği sonucuna ulaşılmıştır. Bunun yanında markaya duyulan güven ve markanın imajının da marka sadakatini arttırdığı sonucuna ulaşılmıştır. Çalışmanın sonucunda ağızdan ağıza pazarlama ölçeği orijinalinden farklı olarak bu çalışmada beş boyutlu olarak elde edilmiştir ve bu boyut literatürde daha önce de kullanıldığı gibi web sitesi içeriği olarak adlandırılmıştır. Araştırmadan elde edilen sonuçlar müşteri sadakati oluşturmada aracılık rolüne sahip olan değişkenlerin tespit edilmesi açısından önemli taşımaktadır.

Keywords

Ağızdan Ağıza Pazarlama, Ağızdan Ağıza İletişim, Marka İmajı, Marka Güveni, Marka Sadakati

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