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Journals / Tüketici ve Tüketim Araştırmaları Dergisi / 2015 / Cilt: 7 - Sayı: 2

An Emprical Study of The Relationship Between Brand Evangelism, Self-Brand Congruence and Brand Loyalty

Marka Evangelizmi, Benlik-Marka İmajı Uyumu ve Marka Sadakati İlişkisi Üzerine Ampirik Bir Araştırma

Betül BALIKÇIOĞLU
Sonyel OFLAZOĞLU
Pages
19–45
Publication Date
2022-11-04
DOI
—
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AI Summary & Key Takeaways

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

According to the results of the research, it has statistically significant a positive relationship between self-brand congruity, brand loyalty and brand evangelism.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:In seeking to expand understanding of brand evangelism concept, this study assesses the relationship between brand evangelism, self-brand congruity and brand loyalty.
📊
Key Findings & Data:In order to test the proposed model, a study is conducted with 246 cell phones users, who use iPhone and Samsung Galaxy brands.
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Conclusion & Impact:According to the results of the research, it has statistically significant a positive relationship between self-brand congruity, brand loyalty and brand evangelism.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

In seeking to expand understanding of brand evangelism concept, this study assesses the relationship between brand evangelism, self-brand congruity and brand loyalty. In order to test the proposed model, a study is conducted with 246 cell phones users, who use iPhone and Samsung Galaxy brands. The data gathered via a structured survey of highschool and university students whose are located in Hatay. According to the results of the research, it has statistically significant a positive relationship between self-brand congruity, brand loyalty and brand evangelism. The finding indicates that brand loyalty partially mediates the impact of self-brand congruity on brand evangelism. Therefore, it can be say that without any expectations through brand loyalty, consumers who have self-brand image congruity spread the brands to others

Özet

Bu çalışmada marka evangelizmi, benlik-marka imajı uyumu ve marka sadakati arasındaki ilişkiyi ortaya koymaya yönelik bir model test edilmektedir. Model, iPhone ve Samsung Galaxy cep telefonu kullanıcıları olmak üzere iki ayrı ana kütleden toplam 246 tüketici üzerinde test edilmiştir. Araştırmanın sonuçlarına göre marka evangelizmi, benlik-marka imajı uyumu ve marka sadakati arasında pozitif yönlü bir ilişki tespit edilmiştir. Ayrıca marka sadakatinin benlik-marka imajı uyumu ve marka evangelizmi ilişkisinde kısmi aracılık etkisi de ortaya çıkmıştır. Buradan hareketle, benlik-marka imajı uyumu olan tüketicilerin marka sadakati nedeniyle herhangi bir beklenti içerisine girmeden markayı tanıtarak yayılmasını sağladıkları söylenebilir

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Cite This Article

BALIKÇIOĞLU, B., OFLAZOĞLU, S. (2022). An Emprical Study of The Relationship Between Brand Evangelism, Self-Brand Congruence and Brand Loyalty. Tüketici ve Tüketim Araştırmaları Dergisi, Cilt: 7 - Sayı: 2, 19–45. https://ajindex.com/articles/619659

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