MAĞAZA MARKALI ÜRÜNLERİ SATIN ALMA NİYETİNİN MARKA BAĞIMLILIĞI, MARKA BENZERLİĞİ VE ALGILANAN KALİTE ÇERÇEVESİNDE İNCELENMESİ

Yıl 2022, Cilt: 15 Sayı: 2, 564 - 592, 30.05.2022

Beyza Gültekin , İlayda Yıldırım

Öz

Bu çalışmanın amacı; marka bağımlılığı ve algılanan marka benzerliğinin, mağaza markalı ürün satın alma niyetine doğrudan etkilerini incelemenin yanı sıra marka bağımlılığının ve algılanan marka benzerliğinin satın alma niyetine etkisinde algılanan kalitenin aracılık rolünü araştırmaktır. Çalışmanın amacı doğrultusunda oluşturulan model, Ankara’ da yaşayan 405 katılımcıdan elde edilen veriler kullanılarak AMOS 26 yol (path) analizi ile test edilmektedir. Tüketicilerin marka bağımlılıkları arttıkça (azaldıkça), mağaza markalı ürün satın alma niyetleri azalmaktadır (artmaktadır). Algılanan marka benzerliği, mağaza markalı ürün satın alma niyetini olumlu yönde etkilemektedir. Mağaza markalı ürünlerin algılanan kalitesinin, marka bağımlılığının ve algılanan marka benzerliğinin mağaza markalı ürün satın alma niyetine etkisinde aracılık rolü bulunmaktadır. Mağaza markalı ürünleri satın alma niyetinin marka bağımlılığı, marka benzerliği ve algılanan kalite bağlamında incelenmesi; pazarlama iletişimde hedef pazar için kullanılacak mesajların belirlenmesinde ve firmaları mağaza markalı ürünlere ilişkin yapacakları yatırımın etkinliğini sağlamada firmalara ve araştırmacılara katkı sağlamaktadır.

Anahtar Kelimeler

Mağaza Markalı Ürünler, Marka Bağımlılığı, Algılanan Marka Benzerliği, Algılanan Kalite, Satın Alma Niyeti

EXAMINING INTENTION TO PURCHASE STORE BRANDS IN THE CONTEXT OF BRAND DEPENDENCE, BRAND PARITY AND PERCEIVED QUALITY

Öz

The purpose of this study is to analyze the direct effects of brand dependency and perceived brand parity on consumers’ store brand purchase intentions, as well as the mediating influence of perceived quality on brand dependence and perceived brand parity on consumers’ store brand purchase intentions. The hypotheses of the study are tested through AMOS 26 path analysis with the data obtained from 405 participants living in Ankara. According to the results of the analysis, brand dependence has a negative effect on the store brand purchase intention and perceived brand parity has a positive effect on the consumers’ store brand purchase intention. The store brands’ perceived quality has a mediating role in the effect of brand dependence and perceived brand parity on the customers’ store brand purchase intention. Examining the intention to purchase store branded products in the context of brand dependence, brand parity, and perceived quality contributes to companies and researchers in determining the messages to be used in marketing communication and assisting the effectiveness of their investment in store branded products.

Anahtar Kelimeler

Store Brands, Brand Dependence, Perceived Brand Parity, Perceived Quality, Purchase Intention

Kaynakça

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