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Journals / Zonguldak Karaelmas Üniversitesi Sosyal Bilimler Dergisi / 2010 / Cilt: 6 - Sayı: 11

The effects of consumers' product involvement on brand loyalty: A pilot study for a symbolic quality product group in İstanbul

Tüketicilerin ürünlere olan ilgileniminin marka sadakati üzerindeki etkisi: Sembolik nitelikteki bir ürün grubu için İstanbul ili pilot çalışması

ZUHAL ÇİLİNGİR ÜK
SALİH YILDIZ
Pages
79–100
DOI
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AI Summary & Key Takeaways

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

It is also seen that the brand loyalty is other scale of study, is effective and reliable structure.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:The aim of study is to investigate factor structure of Consumer Involvement Profile in Turkey with a symbolic quality product group and so clarify the effect of product involvement on brand loyalty.
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Key Findings & Data:In order to reveal structural validity of scale, factor analysis was conducted to data collected by face to face interview method on 400 consumers in the center of İstanbul.
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Conclusion & Impact:It is also seen that the brand loyalty is other scale of study, is effective and reliable structure.
🔬Design:Research Article
📍Scope:Comprehensive Sample
⚙️Variables:İstanbul · Istanbul

Abstract

The aim of study is to investigate factor structure of Consumer Involvement Profile in Turkey with a symbolic quality product group and so clarify the effect of product involvement on brand loyalty. In order to reveal structural validity of scale, factor analysis was conducted to data collected by face to face interview method on 400 consumers in the center of İstanbul. In this analysis, while interest and pleasure value are grouped come under a single factor, symbolic value, risk importance and risk probability variables under separate factors. It is also seen that the brand loyalty is other scale of study, is effective and reliable structure. It is also found by

Özet

Çalışmanın amacı, Tüketici İlgilenimi Profili Ölçeğinin Türkiye’de faktör yapısını sembolik nitelikteki bir ürün grubu için inceleyerek, ürün ilgileniminin marka sadakati üzerindeki etkisini araştırmaktır. Ölçeğin yapı geçerliliğini ortaya koymak için İstanbul ilinde ikamet eden 400 tüketiciden yüz yüze görüşme yöntemiyle elde edilen verilere Faktör Analizi uygulanmıştır. Bu analiz sonucunda, ürün ilgilenimi değişkenlerinden ilgi ve hedonik değer tek bir faktör altında toplanırken, sembolik değer, risk önemi ve risk olasılığı değişkenleri ayrı ayrı faktörler altında toplanmışlardır. Ayrıca çalışmanın bir diğer ölçeği olan marka sadakatinin de geçerli ve güvenilir bir yapı olduğu görülmüştür. Bunun yanı sıra ürün ilgileniminin marka sadakati üzerinde güçlü ve pozitif yönde etkili olduğu uygulanan Regresyon Analizi ile saptanmıştır.

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Cite This Article

ÜK, Z. Ç., YILDIZ, S. (2010). The effects of consumers' product involvement on brand loyalty: A pilot study for a symbolic quality product group in İstanbul. Zonguldak Karaelmas Üniversitesi Sosyal Bilimler Dergisi, Cilt: 6 - Sayı: 11, 79–100. https://ajindex.com/articles/336049

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