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Journals / İşletme Araştırmaları Dergisi / 2020 / Cilt: 12 - Sayı: 2

Establishing Customer-Brand Relationships through Brand Experience

Marka Deneyimi Yoluyla Tüketici-Marka İlişkilerinin Oluşturulması

AHMET BUĞRA HAMŞIOĞLU
Pages
1285–1296
DOI
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AI Summary & Key Takeaways

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

Discussion – The results were discussed by empirically examining the brand experience dimensions and consumer-brand relationships in product and service brands for consumers.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Purpose – The present study aims to determine the effects of brand experience dimensions on consumer-brand relationships in product and service brands (mobile phone and mobile service providers) for consumers.
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Key Findings & Data:Design/methodology/approach – The study was conducted between October-November 2019 in two different shopping centers in the central district of Antalya.
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Conclusion & Impact:Discussion – The results were discussed by empirically examining the brand experience dimensions and consumer-brand relationships in product and service brands for consumers.
🔬Design:Survey & Empirical Study
📍Scope:2019 Verileri
⚙️Variables:Domain Parameters

Abstract

Purpose – The present study aims to determine the effects of brand experience dimensions on consumer-brand relationships in product and service brands (mobile phone and mobile service providers) for consumers. Design/methodology/approach – The study was conducted between October-November 2019 in two different shopping centers in the central district of Antalya. Questionnaire method was used as the data collection method and a total of 400 questionnaires were obtained. Findings – According to the obtained results, it was determined that brand experience dimensions have direct and positive effects on the two components of consumer-brand relationship (two-way communication and emotional change) in product and service brand categories and the research hypotheses were accepted. Discussion – The results were discussed by empirically examining the brand experience dimensions and consumer-brand relationships in product and service brands for consumers.

Özet

Amaç – Bu çalışmanın amacı, tüketicilere yönelik ürün ve hizmet markalarında (cep telefonu ve mobil hizmet sağlayıcılar) marka deneyimi boyutlarının tüketici-marka ilişkileri üzerindeki etkilerini belirlemeye yöneliktir. Yöntem – Çalışma Ekim-Kasım 2019 tarihleri arasında Antalya ili merkezinde bulunan iki farklı alışveriş merkezinde gerçekleştirilmiştir. Veri toplama yöntemi olarak anket yöntemi kullanılmış ve toplamda 400 anket elde edilmiştir. Bulgular – Elde edilen sonuçlara göre, marka deneyim boyutlarının ürün ve hizmet markası kategorilerinde tüketici-marka ilişkisinin (iki yönlü iletişim ve duygusal değişim) iki bileşeni üzerinde doğrudan ve pozitif etkileri olduğu tespit edilmiş ve oluşturulan araştırma hipotezleri kabul edilmiştir. Tartışma – Tüketicilere yönelik ürün ve hizmet markalarında marka deneyim boyutları ve tüketicimarka ilişkileri ampirik olarak incelenerek sonuçlar tartışılmıştır.

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Cite This Article

HAMŞIOĞLU, A. B. (2020). Establishing Customer-Brand Relationships through Brand Experience. İşletme Araştırmaları Dergisi, Cilt: 12 - Sayı: 2, 1285–1296. https://ajindex.com/articles/217602

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