Marka Özgünlüğünün Marka İmajı ve Marka Tercihindeki İlişkisinde Marka Güveninin Aracılık Rolü

Yıl 2020, Cilt: 16 Sayı: 32, 4840 - 4874, 31.12.2020

Kazim Dağ , Yakup Durmaz

https://doi.org/10.26466/opus.741062

Cited By: 3

Öz

Araştırmanın amacı, günümüz finansal krizlerinde ayakta kalmayı sağlayacak bir unsur olan marka özgünlüğünün; marka imajına ve marka tercihine olan etkisinin tespit edilmesi, ayrıca marka güveninin, marka imajı ve marka tercihine etkisinde aracı etkiye sahip olup olmadığının ortaya konulmasıdır. Bu amaçla marka özgünlüğünün alt boyutları olan erdem, bağlantı, gerçeklik, estetiklik, kontrtol ve orjinallik ile marka imajı ve marka tercihi ilişkisi araştırılmış, marka güveninin marka imajı ve marka tercihi üzerindeki aracı etkisi model ışığında incelenmiştir. Yapılan pilot uygulamada; marka özgünlüğü, marka imajı, marka tercihi ve marka güveni ölçeklerinin toplam varyansı açıklama oranlarının ve Kaiser-Meyer-Olkin (KMO) testlerinin örneklem yeterlilik değerinin faktör analizi için yeterli olduğu belirlenmiştir. Araştırmanın çalışma grubunu beyaz eşya kullanan, satın alan (816) nihayi tüketici oluşturmaktadır. Toplanan veriler SPSS ve AMOS programlarıyla analiz edilmiştir. Analiz sonuçlarına göre marka özgünlüğünün; marka imajı ve marka tercihine olumlu yönde anlamlı bir etkisinin olduğu tespit edilmiştir. Analizlere göre marka güveninin aracılık etkisinin olduğu sonucuna ulaşılmış ve aracılık etkisi Sobel testi ile doğrulanmıştır.

Anahtar Kelimeler

Marka özgünlüğü, marka imajı, marka güveni, marka tercihi

Mediation Role of Brand Trust in the Relationship of Brand Authenticity in Brand Image and Brand Preference

Öz

The aim of the research is to determine the brand authenticity, which is a factor that will ensure survival in today's financial crises; determining the effect on the brand image and brand preference, and also revealing whether the brand trust has an intermediary effect on the brand image and brand preference. For this purpose, the relationship between brand image and brand preference with virtue, connection, reality, aesthetics, control and originality, which are sub-dimensions of brand authenticity, was investigated, and the mediating effect of brand trust on brand image and brand preference was examined in the light of the model. In the pilot study conducted; It was determined that the total variance explanation ratios of brand authenticity, brand image, brand preference and brand trust scales and the sampling adequacy value of Kaiser-Meyer-Olkin (KMO) tests were sufficient for factor analysis.The working group of the research is the end consumer who uses and buys (816) white goods. The collected data were analyzed with SPSS and AMOS programs. According to the analysis results, brand originality; It has been determined that it has a significant positive effect on brand image and brand preference. According to the analysis, it was concluded that brand trust has an intermediary effect and the mediation effect was confirmed by the Sobel test.

Anahtar Kelimeler

Brand authenticity, brand image, brand trust, brand preference

Kaynakça

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