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Journals / Sosyoekonomi / 2022 / Cilt: 30 - Sayı: 51

Repurchasing an Environmental Related Crisis Experienced Automobile Brand: An Examination in the Context of Environmental Consciousness, Brand Trust, Brand Affect, and Resistance to Negative Information

Çevre ile ilgili bir Kriz Deneyimlemiş bir Otomobil Markasını Tekrar Satın Alma Niyeti: Çevre Bilinci, Marka Güveni, Marka Duygusu ve Olumsuz Bilgiye Karşı Direnç Çerçevesinde İncelenmesi

Beyza GÜLTEKİN
S. Ihsan KİLİC
Pages
241–260
Publication Date
2022-01-31
DOI
—
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AI Summary & Key Takeaways

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

For an environmental crisis experienced brand; this study clarifies the significance of brand related concepts (e.g., brand trust, brand affect) and resistance to negative information instead of environmental consciousness in an emerging market, Turkey.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:This study explores the direct effects of brand trust and environmental consciousness on the intention to repurchase a brand; tests the indirect impacts of brand affect and resistance to negative information in the effect of brand trust on intention to repurchase.
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Key Findings & Data:The data collected from 110 current users of a particular brand of an automotive company that has recently faced an environmental crisis.
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Conclusion & Impact:For an environmental crisis experienced brand; this study clarifies the significance of brand related concepts (e.g., brand trust, brand affect) and resistance to negative information instead of environmental consciousness in an emerging market, Turkey.
🔬Design:Research Article
📍Scope:Comprehensive Sample
⚙️Variables:Çevresel Kriz · Çevre Bilinci · Marka Güveni

Abstract

This study explores the direct effects of brand trust and environmental consciousness on the intention to repurchase a brand; tests the indirect impacts of brand affect and resistance to negative information in the effect of brand trust on intention to repurchase. The data collected from 110 current users of a particular brand of an automotive company that has recently faced an environmental crisis. SEM and process analysis are used to test the hypotheses. Brand trust positively affects repurchase intention, whereas environmental consciousness does not. Brand affect and resistance to negative information are mediators. For an environmental crisis experienced brand; this study clarifies the significance of brand related concepts (e.g., brand trust, brand affect) and resistance to negative information instead of environmental consciousness in an emerging market, Turkey.

Özet

Marka güveninin ve çevre bilincinin bir markayı tekrar satın alma niyeti üzerindeki doğrudan etkilerini araştırmak, marka güveninin yeniden satın alma niyeti üzerindeki etkisinde marka duygusu ve olumsuz bilgiye karşı direncin dolaylı etkilerini test etmek amaçlanmaktadır. Veriler çevresel krizle karşı karşıya kalan bir otomotiv firmasının belirli bir markasını kullanan 110 katılımcıdan toplanmıştır. Hipotezler SEM ve process analizi ile test edilmiştir. Marka güveni, tekrar satın alma niyetini olumlu yönde etkilerken, çevre bilinci etkilememiştir. Marka duygusu ve olumsuz bilgilere karşı direncin aracı etkisi bulunmaktadır. Çevresel kriz yaşamış bir marka için; bu çalışma, gelişmekte olan bir ülke olan Türkiye’de çevre bilinci yerine marka ile ilgili kavramların (örn. marka güveni, marka duygusu) ve olumsuz bilgilere karşı direncin önemli olduğunu ortaya koymaktadır.

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Cite This Article

GÜLTEKİN, B., KİLİC, S. I. (2022). Repurchasing an Environmental Related Crisis Experienced Automobile Brand: An Examination in the Context of Environmental Consciousness, Brand Trust, Brand Affect, and Resistance to Negative Information. Sosyoekonomi, Cilt: 30 - Sayı: 51, 241–260. https://ajindex.com/articles/382666

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