Mediation Effect of Cultural Features on Brand Equity Within Customer Brand Engagement: A Research on the Service Sector*

Yıl 2025, Cilt: 9 Sayı: 1, 709 - 730, 25.02.2025

Şeyda Ok , Mehmet Baş

Öz

Today, the concept of customer brand engagement has become a very important element within the scope of creating brand value of businesses. In addition, strong brand equity understanding contributes to increasing the level of brand engagement of customers. The purpose of this study is to determine the mediating effect of cultural characteristics on brand equity within the scope of customer brand involvement. In this study, it is aimed to determine the effect of cultural characteristics on the brand equity of Generation Z Turkish and African participants living in Ankara. The data obtained in the study were analyzed with IBM SPSS Statistics 26 and IBM SPSS AMOS 23 programmes. It was determined that cultural characteristics have a mediating effect on brand equity formation within the scope of customer brand involvement. It has been concluded that the level of customer brand involvement is higher in African participants, cultural characteristics are effective in social identity and ethnocentrism dimensions in brand value formation, Turkish participants are less affected by cultural characteristics in brand value formation, service quality and price-performance perception are more effective in brand value formation. It is thought that the related research will make a significant contribution to the literature by examining cultural characteristics within the scope of customer brand involvement and measuring the mediating effect of cultural characteristics on brand value creation and the effect of cultural characteristics on brand value creation has not been examined before.

Anahtar Kelimeler

: Customer brand engagement, cultural characteristics, brand equity, generation Z, service sector

Etik Beyan

Etik Onay: Bu çalışma için etik onay, Ankara Hacı Bayram Veli Üniversitesi Lisansüstü Eğitim Enstitüsü Etik Kurulu'ndan 27.03.2024 tarih ve 2024/03 sayılı olarak alınmıştır.

Müşteri Marka Katılımı Kapsamında Kültürel Özelliklerin Marka Değeri Üzerine Aracılık Etkisi: Hizmet Sektörü Üzerine Bir Araştırma

Öz

Günümüzde işletmelerin marka değeri oluşturması kapsamında müşteri marka katılımı kavramı oldukça önemli bir unsur haline gelmiştir. Bunun yanında güçlü marka değeri anlayışı müşterilerin marka katılımı düzeylerinin artırılmasına katkı sağlamaktadır. Bu araştırmanın amacı ise; müşteri marka katılımı kapsamında kültürel özelliklerin marka değeri üzerine aracılık etkisinin belirlenmesidir. Bu çalışmada, Ankara’da yaşayan Z kuşağı Türk ve Afrikalı katılımcıların müşteri marka katılımı düzeylerinin marka değeri oluşturmasında kültürel özelliklerin etkisinin belirlenmesi amaçlanmıştır. Araştırmada elde edilen verilerin IBM SPSS Statistics 26 ve IBM SPSS AMOS 23 programları ile analizi gerçekleştirilmiştir. Araştırmada elde edilen verilerin AMOS istatistik programı ile analizi gerçekleştirilmiştir. Kültürel özelliklerin; müşteri marka katılımı kapsamında marka değeri oluşumu üzerinde aracılık etkisi olduğu belirlenmiştir. Müşteri marka katılım düzeyinin Afrikalı katılımcılarda daha yüksek olduğu marka değeri oluşumunda kültürel özelliklerin sosyal kimlik ve etnosentrizm boyutunda etkili olduğu, Türk katılımcıların ise marka değeri oluşumunda kültürel özelliklerden daha az etkilendiği, hizmet kalitesi ve fiyat-performans algısının marka değeri oluşumunda daha etkili olduğu sonucuna ulaşılmıştır. İlgili araştırmanın müşteri marka katılımı kapsamında kültürel özellikleri inceleyerek marka değeri oluşturmasındaki aracılık etkisini ölçmesi ve kültürel özelliklerin marka değeri oluşturmadaki etkisinin daha önce incelenmemiş olması nedeniyle literatüre önemli katkı sağlayacağı düşünülmektedir.

Anahtar Kelimeler

Müşteri marka katılımı, kültürel özellikler, marka değeri, z kuşağı, hizmet sektörü

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