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Journals / Business and Management Studies: An International Journal / 2019 / Cilt: 7 - Sayı: 5

EFFECTS OF BRAND HERITAGE ON PURCHASE INTENTION, BRAND IMAGE, BRAND TRUST, BRAND LOYALTY AND CUSTOMER SATISFACTION

MARKA MİRASININ SATIN ALMA NİYETİ, MARKA İMAJI, MARKAYA GÜVEN, MARKA SADAKATİ VE MÜŞTERİ TATMİNİ ÜZERİNE ETKİSİ

Deniz ZEREN
Ayça KALKAN
Pages
2891–2909
DOI
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AI Summary & Key Takeaways

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

Findings discussed focusing on theory, consumers and businesses.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Brand heritage is a concept that includes long-lasting brands that have fundamental values and are known, have symbols, which give importance to past performance and history.
📊
Key Findings & Data:In the descriptive quantitative research developed for testing scales and models, data were collected from 820 consumers on a voluntary basis with pre-structured questionnaire forms.
💡
Conclusion & Impact:Findings discussed focusing on theory, consumers and businesses.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

Brand heritage is a concept that includes long-lasting brands that have fundamental values and are known, have symbols, which give importance to past performance and history. The aim of this study is to investigate the effect of brand heritage on purchase intention, brand image, brand loyalty, brand trust, and customer satisfaction through conceptual model. In the descriptive quantitative research developed for testing scales and models, data were collected from 820 consumers on a voluntary basis with pre-structured questionnaire forms. The findings obtained from regression analysis showed that brand heritage has positive and statistically significant effect on consumers’ intention to purchase for that brand. This finding can be considered as an important contribution since the indirect effect has been identified in the literature. In addition, brand heritage has a positive and statistical effect on brand image, brand loyalty, brand trust, and customer satisfaction. Findings discussed focusing on theory, consumers and businesses.

Özet

Marka mirası, bilinen temel değerleri olan, bilinen sembolleri olan, geçmiş performansına ve tarihine önem veren uzun ömürlü markaları kapsayan bir kavramdır. Bu çalışmanın amacı kavramsal model aracılığıyla marka mirasının, o markaya ilişkin satın alma niyeti, marka imajı, marka sadakati, markaya güven ve müşteri tatmini üzerindeki etkisinin varlığının araştırılmasıdır. Araştırma kapsamında ölçeklerin ve modelin sınanması için geliştirilen tanımlayıcı nicel araştırmada önceden yapılandırılmış anket formuyla 820 tüketiciden gönüllük esasıyla yüz yüze veri toplanmıştır. Faktör ve Regresyon analizine tabi tutulan verilerden elde edilen bulgular, marka mirasının tüketicilerin o markaya ilişkin satın alma niyeti üzerinde pozitif yönlü ve istatistiksel olarak anlamlı bir etkisinin bulunduğunu göstermiştir. Daha önce ilgili yazında dolaylı etkinin tespit edilmiş olması dolayısıyla bu bulgu önemli bir katkı olarak değerlendirilebilir. Ayrıca, marka mirasının marka imajı, marka sadakati, markaya güven ve müşteri tatmini üzerinde de olumlu yönde ve istatistiksel bir etkisi olduğu görülmüştür. Sonuçlar teori, işletmeler ve tüketiciler açısından tartışılmıştır.

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Cite This Article

ZEREN, D., KALKAN, A. (2019). EFFECTS OF BRAND HERITAGE ON PURCHASE INTENTION, BRAND IMAGE, BRAND TRUST, BRAND LOYALTY AND CUSTOMER SATISFACTION. Business and Management Studies: An International Journal, Cilt: 7 - Sayı: 5, 2891–2909. https://ajindex.com/articles/162294

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