Cilt 9 Sayı 2 (2021): Business & Management Studies: An International Journal
Makaleler

Marka deneyimi ve marka denkliği ilişkisinde marka aşkının aracılık etkisi

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  • Emre Akgözlü,
  • Sabiha Kılıç
Emre Akgözlü
Dr. Öğr. Görv., Hitit Üniversitesi
Sabiha Kılıç
Prof. Dr., Hitit Üniversitesi
DOI: https://doi.org/10.15295/bmij.v9i2.1809

Yayınlanmış 2021-06-25

Anahtar Kelimeler

  • Marka, Marka Aşkı, Marka Deneyimi, Marka Değeri
  • Brand, Brand Love, Brand Experience, Brand Equity

Nasıl Atıf Yapılır

Akgözlü, E., & Kılıç, S. . (2021). Marka deneyimi ve marka denkliği ilişkisinde marka aşkının aracılık etkisi. Business & Management Studies: An International Journal, 9(2), 625–648. https://doi.org/10.15295/bmij.v9i2.1809

Telif Hakkı (c) 2021 Emre Akgözlü- Sabiha Kılıç

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Bu çalışma Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License ile lisanslanmıştır.

Özet

Bu çalışmanın amacı, marka aşkının marka deneyimi ve marka denkliği arasındaki ilişkide aracılık etkisinin olup olmadığını incelemektir. Araştırma verileri İstanbul ilinde 18-24 yaş aralığında olan 503 katılımcıdan elde edilmiştir. Veri toplama yöntemi olarak yüz yüze anket tekniği, örnekleme yöntemi olarak da kota örneklemesi ve kolayda örnekleme yöntemleri tercih edilmiştir. Toplanan veriler araştırmanın kavramsal modeli çerçevesinde keşifsel faktör analizi, doğrulayıcı faktör analizi ve yapısal eşitlik modellemesi analizi kullanılarak test edilmiştir. Araştırma bulgularına göre marka deneyiminin dört boyutunun (duyusal, duygusal, düşünsel ve davranışsal) marka aşkının iki boyutu (sevgi, tutku) ve marka denkliğinin dört boyutu (marka farkındalığı, marka çağrışımları, algılanan kalite, marka sadakati) üzerinde olumlu etkisinin olduğu tespit edilmiştir. Bununla birlikte, marka aşkının marka deneyimi ve marka denkliği arasındaki ilişkide aracılık etkisinin olmadığı sonucuna ulaşılmıştır.

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