Brand Love with Its Antecedents and Consequences: A Research Specific to Mekteb-i Mülkiye

Yıl 2023, Cilt: 78 Sayı: 1, 1 - 27, 22.03.2023

Mehmet Özer

https://doi.org/10.33630/ausbf.1127763

Öz

Brand love is one of the most prominent marketing topics in recent years. Although marketing studies widely researched this concept, our knowledge about the love between higher education institutions and students is very limited. This study investigates some antecedents and consequences of brand love in higher education. As the antecedents of brand love, we examined the effects of actual self-congruence, ideal self-congruence, brand reputation, and education quality. Also, we investigated the impact of brand love on supportive behaviours for school and recommending the school to others, which are considered the outcomes of love. The study was conducted specific to Ankara University Faculty of Political Sciences, one of Turkey’s deep-rooted higher educational institutions. Two hundred sixty-nine surveys collected from this faculty have been analysed by structural equation modelling. According to the results, actual self-congruence, brand reputation, and education quality are the determinants of brand love. However, ideal self-congruence was not found as an influential factor in brand love. Besides, brand love was found that have strong positive effects on supportive behaviours for school and recommending the school to others.

Anahtar Kelimeler

Self-congruence, Brand Reputation, Quality, Brand Love, Recommendation, Support Behaviour

Öncülleri Ve Sonuçlarıyla Marka Aşkı: Mekteb-İ Mülkiye Özelinde Bir Araştırma

Öz

Marka aşkı, pazarlama alanında son yıllarda öne çıkan konulardan birisidir. Kavram pazarlama araştırmaları tarafından kapsamlı bir şekilde ele alınsa da öğrencilerin eğitim aldıkları yükseköğretim
kurumlarına aşık olması konusu hakkında bilinenler sınırlıdır. Bu çalışmada, okula olan aşkın bazı öncülleri ve sonuçları araştırılmıştır. Bu kapsamda gerçek benlik uyumu, ideal benlik uyumu, marka itibarı ve eğitim kalitesinin okul aşkıyla olan ilişkisi incelenmiştir. Ayrıca, okula destek davranışı ve okulu başkalarına tavsiye etme, okul aşkının pozitif çıktıları olarak ele alınmıştır. Ankara Üniversitesi Siyasal Bilgiler Fakültesi özelinde yapılan araştırmanın verisi aynı fakülteden toplanmıştır. Öğrencilerden elde edilen 269 anket yapısal eşitlik modellemesiyle analiz edilmiştir. Sonuçlara göre; gerçek benlik uyumu, marka itibarı ve eğitim kalitesi marka aşkını pozitif yönde etkilemektedir. Ancak, ideal benlik uyumunun marka aşkı üzerinde bir etkisi bulunmamıştır. Bununla birlikte, marka aşkının okula destek olma ve okulu başkalarına tavsiye etme üzerinde çok güçlü etkileri olduğu görülmüştür.

Anahtar Kelimeler

Benlik uyumu, Marka itibarı, Kalite, Marka aşkı, Tavsiye, Destek davranışı

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