The Moderating Effect of Brand Love on the Relationshıp Between Brand Authenticity and Brand Loyalty

Yıl 2021, Cilt: 14 Sayı: 1, 83 - 112, 03.02.2021

Aslıhan Yavuzalp Marangoz , Ahmet Özgür Aydın

https://doi.org/10.15659/ppad.14.2.254

Öz

Businesses that want to differentiate in the market to be valuable and preferable for consumers and gain competitive advantage try to create strong and valuable brands. This has made the concept of brand authenticity, which means being an original, unique, and reliable brand, important for businesses. This research aims to evaluate the interaction of brand authenticity, brand love, and brand loyalty concepts. Hierarchical regression analysis was applied to the data obtained from 387 participants with the convenience sampling method to measure correlation, regression, and moderating effect. In the study, brand authenticity has been discussed in four dimensions: continuity, originality, reliability, and naturalness. The effect of brand authenticity on brand loyalty and brand love; The effect of brand love on brand loyalty and the moderating role of brand love in the relationship of brand authenticity to brand loyalty were examined. In the findings obtained as a result of the analysis, it is seen that brand authenticity has a positive effect on brand love and brand loyalty. The hypothesis that brand love positively affects brand loyalty has also been accepted. It has been determined that brand love moderates the relationship between the continuity dimension and brand loyalty.

Anahtar Kelimeler

Brand Authenticity, Brand Love, Brand Loyalty

Marka Otantikliği ve Marka Sadakati Arasındaki İlişkide Marka Aşkının Düzenleyici Rolü

Öz

Pazarda farklılaşma, tüketiciler için değerli ve tercih edilir olma ve rekabet avantajı kazanmak isteyen işletmeler güçlü ve değerli markalar yaratmaya çalışmaktadır. Bu da özgün, benzersiz ve güvenilir marka olmayı ifade eden marka otantikliği kavramını işletmeler için önemli hale getirmiştir. Bu araştırmanın amacı marka otantikliği, marka aşkı ve marka sadakati kavramlarının etkileşimini değerlendirmektir. Kolayda örnekleme yöntemiyle 387 katılımcıdan elde edilen verilere korelasyon, regresyon ve düzenleyici etkiyi ölçmek için hiyerarşik regresyon analizi uygulanmıştır. Çalışmada marka otantikliği süreklilik, orijinallik, güvenilirlik ve doğallık olmak üzere dört boyutuyla ele alınmıştır. Marka otantikliğinin marka sadakatine ve marka aşkına etkisi; marka aşkının marka sadakatine etkisi ve marka aşkının marka otantikliğinin marka sadakatine olan ilişkisindeki düzenleyici rolü incelenmiştir. Analizler sonucu elde edilen bulgularda marka otantikliğinin marka aşkına ve marka sadakatine olumlu yönde etkisi olduğu görülmektedir. Marka aşkının marka sadakatini olumlu yönde etkilemesine yönelik hipotez de kabul edilmiş, süreklilik boyutu ile marka sadakati arasındaki ilişkide marka aşkının düzenleyici bir etkisi olduğu saptanmıştır.

Anahtar Kelimeler

Marka Otantikliği, Marka Aşkı, Marka Sadakati

Kaynakça

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