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Journals / Bogazici Journal: Review of Social, Economic and Administrative Studies / 2007 / Cilt: 21 - Sayı: 1

Marka Bağlılığını Belirleyen Faktörler ve Marka Bağlılığı ile Fiyat Toleransının İlişkisi

Determinants of Brand Loyalty and the Link Between Brand Loyalty and Price Tolerance

Ebru KABADAYI TÜMER
İnci AYGÜN
Pages
21–35
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

The findings indicate that brand affect and brand trust are key constructs in the brand loyalty formation process.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:The aim of this study is to investigate the integrated relationships between brand satisfaction, brand trust and brand affect through the brand loyalty development process and price tolerance as an outcome of the brand loyalty process.
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Key Findings & Data:Data are collected based on a survey of 1085 students from various universities in Istanbul, Turkey.
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Conclusion & Impact:The findings indicate that brand affect and brand trust are key constructs in the brand loyalty formation process.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:fiyatlar · prices

Abstract

The aim of this study is to investigate the integrated relationships between brand satisfaction, brand trust and brand affect through the brand loyalty development process and price tolerance as an outcome of the brand loyalty process. Data are collected based on a survey of 1085 students from various universities in Istanbul, Turkey. The findings indicate that brand affect and brand trust are key constructs in the brand loyalty formation process. Brand satisfaction is effective on brand loyalty indirectly through strengthening these constructs. Additionally, brand loyalty is a strong antecedent of consumers’ tolerance to price. The research findings will help provide clarification on how brand loyalty comes about and brings about price tolerance.

Özet

Bu çalışmanın amacı, marka bağlılığı geliştirme süreci içinde marka memnuniyeti, markaya duyulan güven ve markanın oluşturduğu duygular arasında iç içe geçmiş ilişkilerin ve marka bağlılığı sürecinin çıktısı olarak fiyat toleransın incelenmesidir. Veriler İstanbul’daki çeşitli üniversitelerde okuyan 1085 öğrenci üzerinde yapılan anket çalışması ile toplanmıştır. Bulgular, markanın oluşturduğu duyguların ve markaya duyulan güveninin marka bağlılığı oluşturma sürecindeki temel faktörler olduğunu göstermektedir. Marka memnuniyeti ise, bu temel faktörleri güçlendirerek marka bağlılığı üzerinde dolaylı olarak etkili olmaktadır. Ayrıca, marka bağlılığının müşterilerin fiyata olan toleransının güçlü bir öncülü olduğu ortaya çıkmıştır. Araştırmanın bulguları marka bağlılığının nasıl oluştuğunu ve fiyat toleransını nasıl meydana getirdiğini anlamamıza yardımcı olacaktır.

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Cite This Article

TÜMER, E. K., AYGÜN, İ. (2007). Marka Bağlılığını Belirleyen Faktörler ve Marka Bağlılığı ile Fiyat Toleransının İlişkisi. Bogazici Journal: Review of Social, Economic and Administrative Studies, Cilt: 21 - Sayı: 1, 21–35. https://ajindex.com/articles/147309

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