Yeni kuşak tüketicide marka deneyiminin marka savunuculuğu üzerindeki etkisi: bir alan araştırması
Küçük Resim Yok
Tarih
2021
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Maltepe Üniversitesi, Lisansüstü Eğitim Enstitüsü
Erişim Hakkı
Attribution-NonCommercial-NoDerivs 3.0 United States
info:eu-repo/semantics/openAccess
info:eu-repo/semantics/openAccess
Özet
Araştırma, marka deneyimi ve marka savunuculuğu kavramlarının daha iyi anlaşılabilmesi ve tüm yaşamlarını bilgisayar oyunları, müzik çalarlar, kameralar, tabletler, cep telefonları ve dijital çağın diğer tüm oyuncak ve araçlarıyla çevrili bir biçimde geçiren, yeni kuşak olarak tanımlanmış tüketicide, marka deneyimlerinin marka savunuculuğu üzerindeki etkilerini araştırmak, marka deneyimi ile marka savunuculuğu arasındaki ilişkiyi ve hangi marka deneyimlerinin daha güçlü marka savunuculuğu geliştirdiğini incelemek amacıyla gerçekleştirilmiştir. C?alışmanın birinci bölümde araştırma konusunun evreni olarak seçilen örneklemi oluşturan yeni kuşak tüketicinin çerçevesi çizilmiş, deneyimsel pazarlama ve marka savunuculuğu konularında literatür incelenmiştir. İkinci bölümde araştırma modeli, hipotezleri, verilerin toplanması, evren ve örneklem ve üçüncü bölümde araştırma analizleri, bulguları ve yorumları verilmiştir. Dördüncü ve son bölümde sonuçlar, öneriler ve yorumlar yer almaktadır. Araştırmada marka deneyimlerinin marka savunuculuğuna etkilerinin tespiti için ölçme aracı olarak iki ölçek uyarlanmıştır. Anket sonucunda 930 katılımcıdan elde edilen bulgular YEM (Yapısal Eşitlik Modeli) ile analiz edilmiş ve marka deneyimi ve savunucukluk alt boyutları ile modellenmiştir. C?alışmanın sonunda marka deneyimlerinin marka savunuculuğu üzerine anlamlı ve pozitif bir etkisi olduğu tespit edilmiştir.
The consumer, defined as the new generation, is the consumer who spends all their lives surrounded by computers, digital games and music players, cameras, mobile phones and all other toys and tools of the digital age. The research was carried out to better understand the concepts of brand experience and brand advocacy. The aim of the study is to investigate the effects of brand experiences on brand advocacy and the relationship between them as well as examining which brand experience has fostered stronger brand advocacy. In the first part of the study, the framework of the new generation consumer constituting the sample chosen as the universe of the research subject was drawn, and the literature on experiential marketing and brand advocacy was examined. In the second chapter information about the research model, hypotheses, data collection, universe and sample is covered and in the third chapter, research analysis, findings and comments are given. The fourth and last section contains results, recommendations and comments. In the study, two scales were adapted as a measurement tool to determine the effects of brand experiences on brand advocacy. The findings obtained from 930 participants as a result of the survey were analyzed with SEM (Structural Equation Model) and modeled with brand experience and advocacy sub-dimensions. At the end of the study, it was determined that brand experiences have a significant and positive effect on brand advocacy.
The consumer, defined as the new generation, is the consumer who spends all their lives surrounded by computers, digital games and music players, cameras, mobile phones and all other toys and tools of the digital age. The research was carried out to better understand the concepts of brand experience and brand advocacy. The aim of the study is to investigate the effects of brand experiences on brand advocacy and the relationship between them as well as examining which brand experience has fostered stronger brand advocacy. In the first part of the study, the framework of the new generation consumer constituting the sample chosen as the universe of the research subject was drawn, and the literature on experiential marketing and brand advocacy was examined. In the second chapter information about the research model, hypotheses, data collection, universe and sample is covered and in the third chapter, research analysis, findings and comments are given. The fourth and last section contains results, recommendations and comments. In the study, two scales were adapted as a measurement tool to determine the effects of brand experiences on brand advocacy. The findings obtained from 930 participants as a result of the survey were analyzed with SEM (Structural Equation Model) and modeled with brand experience and advocacy sub-dimensions. At the end of the study, it was determined that brand experiences have a significant and positive effect on brand advocacy.
Açıklama
Anahtar Kelimeler
Marka, Marka deneyimi, Marka savunuculuğu, Yeni kuşak, Tüketici, Deneyim savunuculuk, Brand, Brand experience, Brand advocacay, New genaration, Consumer experience, Advocacay
Kaynak
WoS Q Değeri
Scopus Q Değeri
Cilt
Sayı
Künye
Bozkurt, S. (2021). Yeni kuşak tüketicide marka deneyiminin marka savunuculuğu üzerindeki etkisi: bir alan araştırması / The effect of brand experienceon brand advocacy in the new generation consumer: a field research (Yayımlanmamış Doktora Tezi). Maltepe Üniversitesi, Lisansüstü Eğitim Enstitüsü, İstanbul.
