MARKA ÖZGÜNLÜĞÜNÜN MARKA AŞKI VE ALGILANAN DEĞER ÜZERİNDEKİ ETKİSİNİN İNCELENMESİ

Yıl 2022, Cilt: 22 Sayı: 2, 487 - 502, 31.07.2022

Mehmet Ozan Karahan

https://doi.org/10.11616/asbi.1089413

Öz

Çalışmanın amacı, marka özgünlüğünün marka aşkı ve algılanan değer üzerindeki etkisinin belirlenmesidir. Bu kapsamda oluşturulan araştırma modelinde marka özgünlüğü unsurları (süreklilik, güvenirlik, orijinallik ve doğallık), marka aşkı ve algılanan değer değişkenleri yer almaktadır. Araştırma modelinde yer alan değişkenler arasındaki ilişkiyi keşfedilmek amacıyla, kendilerine kolayda örneklem yoluyla çevrim içi ortamda ulaşılan ve Uşak ilinde yaşayan 18 yaşından büyük toplam 318 kişi anket formlarını cevaplamıştır. Katılımcılardan elde edilen verilerin açıklayıcı faktör analizi yardımıyla geçerlilikleri ve daha sonra güvenirlikleri test edildikten sonra yapısal eşitlik modeli analizi ile de oluşturulan hipotezler test edilmiştir. Yapılan analizler sonucunda marka özgünlüğü unsurlarından süreklilik, güvenilirlik ve orijinalliğin marka aşkı ve güvenilirlik ve doğallık unsurlarının da algılanan marka değeri üzerinde anlamlı etkisinin olduğu görülmüştür. Son olarak da, algılanan değerin marka aşkı üzerinde anlamlı etkisinin olduğu gözlemlenmiştir.

Anahtar Kelimeler

Marka Özgünlüğü, Marka Aşkı, Algılanan Değer.

EXAMINING THE EFFECT OF BRAND AUTHENTICITY ON BRAND LOVE AND PERCEIVED VALUE

Öz

The aim of the study is to determine the effect of brand authenticity on brand love and perceived value. In the research model created in this context, brand authenticity elements (continuity, reliability, originality and naturalness), brand love and perceived value variables are included. In order to find out the relationship between the variables in the research model, a total of 318 people over the age of 18 living in Uşak, reached online, answered the questionnaires. Convenience sampling’s been used in the research. After testing the validity of the data obtained from the participants by explanatory factor analysis and later reliability, the formed hypotheses were also tested by SEM analysis. As a result of the analysis, it has been seen that the elements of naturalness, reliability and originality, have a significant effect on the perceived value and naturalness and reliability have a significant effect on the brand love. Finally, it has been observed that perceived value has a significant effect on brand love.

Anahtar Kelimeler

Brand Authenticity, Brand Love, Perceived Value.

Kaynakça

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