Antecedenets and outcomes of brand love: An application in the Eastern Black Sea Region

Yıl 2019, Cilt: 6 Sayı: 2, 323 - 338, 10.07.2019

Emel Yıldız , Reyhan Günaydın

https://doi.org/10.17541/optimum.536453

Cited By: 3

Öz

Previously,
consumers have met their request and needs through limited choices, but
nowadays the number of options has increased with the ease of access provided
by the development of technology. Therefore, the concept of brand love, which
expresses the emotional and passionate bond against the brand, has started to
gain importance. The purpose of this research is to determine the effects of
brand associations, brand trust, brand awareness, brand image and perceived
quality on brand love and effects of brand love on brand loyalty and
word-of-mouth marketing. The main mass of the research consists of consumers
who live in the Eastern Black Sea Region and are the customers of famous electronic
brand operating in Turkey. Face-to-face survey was applied to 400 consumers
which were obtanined by convenience sampling method. Factor analysis and
cronbach's alpha method were used to test the validity and reliability of the
data. Research hypotheses were tested by structural equation modeling. As a
result of the research, it was determined that brand associations, brand trust,
brand awareness, brand image and perceived quality affect brand love and brand
love affect brand loyalty and word-of-mouth positively.

Anahtar Kelimeler

Brandlove, Brand Image, Brand Awareness, Brand Loyalty Word-of-Mouth

Marka Aşkının Öncülleri ve Sonuçları: Doğu Karadeniz Bölgesinde Bir Uygulama

Öz

Önceleri
tüketiciler istek ve ihtiyaçlarını sınırlı seçenekler arasından karşılarken
günümüzde teknolojinin gelişmesinin getirdiği erişim kolaylığı ile seçeneklerin
sayısı artmıştır. Bu nedenle, markaya karşı duygusal ve tutkulu bağı ifade eden
marka aşkı kavramı önem kazanmaya başlamıştır. Bu araştırmanın amacı; marka
çağrışımları, marka güveni, marka farkındalığı, marka imajı ve algılanan
kalitenin marka aşkı üzerindeki etkilerini; Marka aşkının da marka sadakati ve
kulaktan kulağa pazarlama davranışı üzerindeki etkilerinin belirlenmesidir.
Araştırmanın ana kütlesi Doğu Karadeniz Bölgesinde yaşayan ve Türkiye’de
faaliyet gösteren ünlü bir elektronik markası müşterilerinden oluşmaktadır. Kolayda
örnekleme yöntemi ile elde edilen 400 tüketiciye yüz yüze anket yöntemi
uygulanmıştır. Verilerin geçerlilik ve güvenilirliklerini test etmek için
faktör analizi ve cronbach alfa yöntemi uygulanmıştır. Araştırma hipotezleri
yapısal eşitlik modellemesi ile test edilmiştir. Araştırma sonucunda marka
çağrışımları, marka güveni, marka farkındalığı, marka imajı ve algılanan
kalitenin marka aşkını, marka aşkının da marka sadakati ve kulaktan kulağa
pazarlama davranışını pozitif yönlü etkilediği tespit edilmiştir. 

Anahtar Kelimeler

Marka Aşkı, Marka İmajı, Marka Farkındalığı, Marka Sadakati, Kulaktan Kulağa Pazarlama

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