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MARKA ÖZGÜNLÜĞÜ VE BOYUTLARININ MÜŞTERİ TUTUM VE SATIN ALMA DAVRANIŞI ÜZERİNDEKİ ETKİLERİ

THE EFFECTS OF BRAND AUTHENTICITY AND ITS DIMENSIONS ON CUSTOMER ATTITUDES AND BUYING BEHAVIOR

Journal Name:

  • Pazarlama ve Pazarlama Araştırmaları Dergisi

Publication Year:

  • 2014

Key Words:

Keywords (Original Language):

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
Despite the increasing importance of brand authenticity in shaping consumers’ buying behavior, there are still limited number of research on the topic. The aim of this study is to investigate the effects of brand authenticity and its dimensions on consumers’ trust in and satisfaction with brands, their future repurchase intentions and willingness to pay a premium. Five brands with varying degrees of consumer-based brand authenticity are used to obtain information on consumer attitudes and behavior and 405 usable question-naires are collected. Results show that perceived authenticity affects customers' brand trust and satisfaction positively, helps to develop loyalty towards the brand, and moti-vates consumers to pay higher prices for these brands relative to their unauthentic coun-terparts.
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Abstract (Original Language): 
Marka özgünlüğünün tüketici davranışlarını şekillendirmedeki gücünün artmasına rağ-men, pazarlama yazınında bu konudaki araştırmalar oldukça azdır. Bu çalışma, markala-rın tüketicilerin gözündeki özgünlük derecelerinin ve boyutlarının markaya yönelik güven duygularına, müşteri memnuniyet seviyelerine, markayı tekrar satın almaya ve daha fazla para ödemeye yönelik davranışlarına olan etkilerini incelemeyi amaçlamıştır. Farklı özgünlük derecelerine sahip beş marka kullanılarak oluşturulan anketle toplam 405 tüketiciye ulaşılmış ve marka özgünlüğünün müşterilerin markaya karşı duyulan güveni ve memnuniyeti arttırarak sadakat geliştirmelerine ve markaya ait ürünler için daha yüksek fiyat ödemeyi kabul etmelerine yol açtığı bulunmuştur.
FULL TEXT (PDF): 
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  • 14
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  • Turkish

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