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ÖZGÜVEN DUYGUSU MARKA BAĞLILIĞINI GERÇEKTEN ARTIRIR MI?

DOES SELF CONFIDENCE FEELING REALLY RAISE BRAND LOYALTY?

Journal Name:

  • Ege Akademik Bakış Dergisi

Publication Year:

  • 2010

Key Words:

Keywords (Original Language):

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
The aim of this paper is to determine whether there is a relation between self confidence and brand loyalty or not. For this purpose the data collected from 458 consumers whom were interviewed was analyzed by using chi-square and nominal logistic regression statistical techniques. Although, the results indicate that there is a relation between low self confidence and hidden brand loyalty which is not transformed in to buying behavior with connection cloths and white goods; there is not any relation between high self confidence and brand loyalty with connection all product groups which includes cleaning materials, foodstuffs, cloths and white goods.
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Abstract (Original Language): 
Bu çalısmanın amacı, özgüven ve marka bağlılığı arasında bir iliskinin var olup olmadığını belirlemektir. Bu amaçla 458 kisiyle yapılan anketlerden elde edilen veriler,ki kare ve isimsel lojistik regresyon analiz teknikleriyle değerlendirilmistir. Sonuçlar; giyim ve beyaz esyayı içeren ürün gruplarına yönelik satın alma davranısına dönüsmeyen gizli marka bağlılığı ve düsük özgüven arasında bir iliskiyi gösterirken; temizlik, gıda, giyim ve beyaz esya olmak üzere tüm ürün gruplarında yüksek özgüvenle marka bağlılığı arasında anlamlı bir iliskinin olmadığını göstermistir.
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  • 3
933-950
  • Turkish

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