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Journals / Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi / 2020 / Cilt: 8 - Sayı: 2

The Effect of Positive and Negative Word of Mouth Marketing on Brand Choice: A Research for the Clothing Industry

Pozitif ve Negatif Ağızdan Ağıza Pazarlamanın Marka Tercihi Üzerine Etkisi: Hazır Giyim Sektörüne Yönelik Bir Araştırma

Zehra TÜRK
Pages
363–369
Publication Date
2022-10-11
DOI
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AI Summary & Key Takeaways

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

As a result, consumers who prefer the DeFacto brand are more likely to be affected by word of mouth marketing than LC Waikiki consumers.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:The aim of this study was to investigate the impact of positive and negative word of mouth marketing activities on brand preferences of consumers using LC Waikiki and DeFacto brands operating in the garment sector.
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Key Findings & Data:As a result of the analysis, the effect of positive word of mouth marketing activities on brand preference of those who use LC Waikiki product is 0.522, while it is 0.729 for those using DeFacto product.
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Conclusion & Impact:As a result, consumers who prefer the DeFacto brand are more likely to be affected by word of mouth marketing than LC Waikiki consumers.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

The aim of this study was to investigate the impact of positive and negative word of mouth marketing activities on brand preferences of consumers using LC Waikiki and DeFacto brands operating in the garment sector. For this purpose, a survey was conducted for consumers using these brands in Muğla. The data obtained from the survey application was tested with simple regression analysis. As a result of the analysis, the effect of positive word of mouth marketing activities on brand preference of those who use LC Waikiki product is 0.522, while it is 0.729 for those using DeFacto product. While the effect ofnegative word-of-mouth marketing activities in the preference of LC Waikiki brand is 0.359 in the negative direction, this ratio is 0.749 in the negative direction in the preference of the DeFacto brand. As a result, consumers who prefer the DeFacto brand are more likely to be affected by word of mouth marketing than LC Waikiki consumers.

Özet

Bu çalışmanın amacı, hazır giyim sektöründe faaliyet gösteren LC Waikiki ve DeFacto markalarınıkullanan tüketicilerin marka tercihlerinde pozitif ve negatif ağızdan ağıza pazarlama faaliyetlerininetkisini araştırmaktır. Bu amaçla Muğla ilinde bu markaları kullanan tüketicilere yönelik anketuygulaması gerçekleştirilmiştir. Anket uygulaması sonucu elde edilen veriler basit regresyon analiziile test edilmiştir. Analiz sonucunda, LC Waikiki ürünü kullananların marka tercihinde pozitifağızdan ağıza pazarlama faaliyetlerinin etkisi 0.522 oranında iken, DeFacto ürünü kullananlarda buoran 0.729’dur. LC Waikiki markasının tercihinde negatif ağızdan ağıza pazarlama faaliyetlerininetkisi negatif yönde 0.359 iken, DeFacto markasının tercihinde bu oran negatif yönde 0.749’dur.Sonuç olarak, DeFacto markasını tercih eden tüketicilerin ağızdan ağıza pazarlama faaliyetlerindenetkilenme oranları LC Waikiki tüketicilerine göre daha yüksektir

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Cite This Article

TÜRK, Z. (2022). The Effect of Positive and Negative Word of Mouth Marketing on Brand Choice: A Research for the Clothing Industry. Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi, Cilt: 8 - Sayı: 2, 363–369. https://ajindex.com/articles/440344

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