INVESTIGATION OF THE MODERATOR ROLE OF BRAND VALUE AND BRAND LOVE IN THE EFFECT OF WOM ON PERCEIVED FINANCIAL PERFORMANCE

Yıl 2023, Cilt: 8 Sayı: 16, 234 - 250, 31.12.2023

İbrahim Aydın , Ahmet Ünal

https://doi.org/10.54831/vanyyuiibfd.1361361

Öz

In this study, besides the moderator roles of brand equity and brand love in the effect of word of mouth on perceived financial performance, the direct effects of word of mouth on perceived financial performance, brand equity and brand love were investigated. In addition, the direct effects of brand equity and brand love on perceived financial performance were investigated. The sample of the study consists of 190 people who are Ziraat Katılım Bank customers. The sample was reached by online survey method. Structural equation modeling and process macro were used in the analysis of the obtained data. According to the results obtained, word of mouth and brand equity do not have a significant effect on perceived financial performance. A positive and significant effect of brand love on perceived financial performance was found. Word of mouth has a direct positive effect on both brand equity and brand love. It has been observed that brand love and brand equity have moderator roles in the effect of word of mouth on perceived financial performance.

Anahtar Kelimeler

Perceived Financial Performance, Word of Mouth, Brand Equity

AĞIZDAN AĞIZA İLETİŞİMİN ALGILANAN FİNANSAL PERFORMANS ÜZERİNDEKİ ETKİSİNDE MARKA DEĞERİ VE MARKA AŞKININ DÜZENLEYİCİ ROLÜNÜN İNCELENMESİ

Öz

Bu çalışmada ağızdan ağıza iletişimin algılanan finansal performans üzerindeki etkisinde marka değeri ve marka aşkının düzenleyici rollerinin yanında ağızdan ağıza iletişimin algılanan finansal performans, marka değeri ve marka aşkı üzerindeki doğrudan etkileri araştırılmıştır. Ayrıca marka değeri ve marka aşkının algılanan finansal performans üzerindeki doğrudan etkileri araştırılmıştır. Çalışmanın örneklemini Ziraat Katılım Bankası müşterileri olan 190 kişi oluşturmaktadır. Örnekleme online anket yöntemiyle ulaşılmıştır. Elde edilen verilerin analizinde yapısal eşitlik modellemesi ve process macro kullanılmıştır. Elde edilen sonuçlara göre ağızdan ağıza iletişimin ve marka değerinin algılanan finansal performans üzerinde anlamlı bir etkisi bulunmamaktadır. Marka aşkının ise algılanan finansal performans üzerinde olumlu ve anlamlı etkisine rastlanmıştır. Ağızdan ağıza iletişimin hem marka değeri hem de marka aşkı üzerinde doğrudan olumlu etkisi bulunmuştur. Ağızdan ağıza iletişimin algılanan finansal performans üzerindeki etkisinde marka aşkı ve marka değerinin düzenleyici rollerinin olduğu görülmüştür.

Anahtar Kelimeler

Algılanan Finansal Performans, Ağızdan Ağıza İletişim, Marka Değeri

Kaynakça

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