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Journals / Tüketici ve Tüketim Araştırmaları Dergisi / 2016 / Cilt: 8 - Sayı: 2

The Evaluation of the Brand Love: A Study on White Goods Brand Users

Marka Aşkının Değerlendirilmesi: Beyaz Eşya Kullanıcıları Üzerine Bir Araştırma1

Hatice AYDIN
Pages
125–149
Publication Date
2022-11-03
DOI
—
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AI Summary & Key Takeaways

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

According to the result, brand trust and novelty effect brand love and love effect loyalty, repurchase intention and willingness to pay more premium

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Brand love represents consumer's strong emotions with brand.
📊
Key Findings & Data:If brands can do it, they can provide an increase in loyalty, repurchase intention and willingness to pay more premium.
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Conclusion & Impact:According to the result, brand trust and novelty effect brand love and love effect loyalty, repurchase intention and willingness to pay more premium
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

Brand love represents consumer's strong emotions with brand. The strong relationship with brand is depend on brand trust and brand novelty. If brands can do it, they can provide an increase in loyalty, repurchase intention and willingness to pay more premium. In this study it is aimed to research the effect of brand trust and novelty on love and love on repurchase intention, loyalty and willingness to pay more premium. The face to face survey method was applied for white goods brand users. The main mass of research consists of consumers in Muş province. According to the result, brand trust and novelty effect brand love and love effect loyalty, repurchase intention and willingness to pay more premium

Özet

Marka aşkı, tüketicinin markasına karşı beslediği yoğun duyguları ifade etmektedir. Tüketici ve marka arasındaki bağın güçlü olması tüketicinin markasının diğer markalardan güvenilir olması ve sürekli yenilik sunmasına bağlıdır. Markalar bunu başarabildiklerinde yeniden satın alma niyetinde, marka bağlılığında ve daha fazla ödeme isteğinde artış sağlayabilirler. Bu çalışmada güven ve yeniliğinin marka aşkına ve aşkın satın alma niyeti, bağlılık ve daha fazla ödeme isteğine etkisini araştırmak amaçlanmıştır. Marka aşkını yansıtan bir marka olması nedeni ile Arçelik markası kullanıcılarına anket yöntemi uygulanmıştır. Araştırmanın ana kitlesi "Muş il merkezi"ndeki tüketicilerdir. Araştırma sonucuna göre marka güveni ve yenilik marka aşkına ve aşk bağlılığa, yeniden alma niyeti ve daha fazla ödeme isteğine etki etmektedir. Ayrıca marka güveninin bağlılık üzerinde etkisi olup marka aşkı bu etkiye kısmı aracılık etmektedir

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Cite This Article

AYDIN, H. (2022). The Evaluation of the Brand Love: A Study on White Goods Brand Users. Tüketici ve Tüketim Araştırmaları Dergisi, Cilt: 8 - Sayı: 2, 125–149. https://ajindex.com/articles/619650

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