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Journals / Üçüncü Sektör Sosyal Ekonomi / 2021 / Cilt: 56 - Sayı: 3

The Impact of Brand Image on Brand Trust and Loyalty for Digital Media Platform: Netflix Turkey Application (Examination Of The Differences Of Brand Architecture Features)

Dijital Medya Platformu İçin Marka İmajının, Marka Güveni ve Sadakati Üzerindeki Etkisi: Netflix Türkiye Uygulaması (Marka Mimarisi Özelliklerinin Farklılıklarının İncelenmesi)

Parisa ALİZADEHFANAELOO
Onur TÜRKER
Hacer Handan DEMİR
Pages
1628–1659
DOI
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AI Summary & Key Takeaways

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

Concerning the impact of affective and functional brand image dimensions of Netflix, on brand trust and attitudinal brand loyalty, it is concluded that these relationships are different in view of audience with different levels of Netflix brand architectural features.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Brand image, brand trust and brand loyalty are the most important marketing concepts discussed by both academics and practitioners in recent years.
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Key Findings & Data:In this study, in Istanbul 420 people who follow Netflix digital media platform completed the questionnaires.
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Conclusion & Impact:Concerning the impact of affective and functional brand image dimensions of Netflix, on brand trust and attitudinal brand loyalty, it is concluded that these relationships are different in view of audience with different levels of Netflix brand architectural features.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

Brand image, brand trust and brand loyalty are the most important marketing concepts discussed by both academics and practitioners in recent years. The aim of this study is designating the impact of brand image of Netflix as a digital media platform on brand trust and loyalty. Additionally, in this study it has been searched the differences of architectural features of Netflix brand on the research model relationships. In this study, in Istanbul 420 people who follow Netflix digital media platform completed the questionnaires. As a result of research, it is identified that Netflix brand image how impacts brand trust and loyalty. The significant impact of brand image on trust and attitudinal loyalty and nonsignificant impact of brand image on behavioral loyalty has been determined. Context in, brand trust has a significant effect on attitudinal brand loyalty and nonsignificant effect on behavioral brand loyalty. Concerning the impact of affective and functional brand image dimensions of Netflix, on brand trust and attitudinal brand loyalty, it is concluded that these relationships are different in view of audience with different levels of Netflix brand architectural features.

Özet

Marka imajı, marka güveni ve marka sadakati, son yıllarda hem akademisyenler hem de uygulayıcılartarafından tartışılan en önemli pazarlama kavramları arasındadır. Bu çalışmanın amacı, dijital medyaplatformu olan Netflix’in marka imajının marka güveni ve sadakati üzerindeki etkisinin ne olduğunubelirlemektir. Ayrıca bu çalışmada bulunan ilişkilerde Netflix markasının mimari özelliklerinin farklılıketkisi de incelenmiştir. Çalışmada İstanbul ilinde bulunan 420 Netflix izleyicisine anket uygulanmıştır.Araştırma sonucunda, Netflix’in işlevsel ve duygusal marka imajının marka güveni ve tutumsal markasadakati üzerinde pozitif yönde bir etkiye sahip olduğu, davranışsal marka sadakati üzerinde ise anlamlıbir etkiye sahip olmadığı görülmüştür. Buna ek olarak araştırma sonucunda marka güveninin davranışsalmarka sadakati üzerinde anlamlı bir etkiye sahip olmadığı, tutumsal marka sadakati üzerinde ise pozitifbir etkiye sahip olduğu görülmüştür. Araştırma sonucunda markanın farklı seviyelerde mimari özelliklerinesahip olduğunu düşünen izleyiciler açısından modeldeki ilişkilerde olan farklılıklar da tespit edilmiştir.

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Cite This Article

ALİZADEHFANAELOO, P., TÜRKER, O., DEMİR, H. H. (2021). The Impact of Brand Image on Brand Trust and Loyalty for Digital Media Platform: Netflix Turkey Application (Examination Of The Differences Of Brand Architecture Features). Üçüncü Sektör Sosyal Ekonomi, Cilt: 56 - Sayı: 3, 1628–1659. https://ajindex.com/articles/341152

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