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Journals / Pazarlama ve Pazarlama Araştırmaları Dergisi / 2023 / Cilt: 16 Sayı: 3

A CRITICAL INVESTIGATION OF CONCEPTUALIZATION, OPERATIONALIZATION, DRIVERS, AND CONSEQUENCES OF BRAND LOVE

MARKA SEVGİSİNİN KAVRAMSALLAŞTIRILMASI, ÖLÇÜMÜ, NEDENLERİ VE SONUÇLARINA YÖNELİK KRİTİK BİR İNCELEME

Merve VARDARSUYU
Beyza GÜLTEKİN
Pages
797–820
Publication Date
2023-09-30
DOI
—
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AI Summary & Key Takeaways

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

The paper is finalized with the limitations and future research directions.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Consumer-brand relationships, one of the most powerful yet complex relationships, have been in the interest of scholars and brand managers.
📊
Key Findings & Data:However, it is observed that there is no consensus on the conceptualization and operationalization of brand love.
💡
Conclusion & Impact:The paper is finalized with the limitations and future research directions.
🔬Design:Research Article
📍Scope:Comprehensive Sample
⚙️Variables:tüketici marka ilişkileri · marka sevgisi · tatmin

Abstract

Consumer-brand relationships, one of the most powerful yet complex relationships, have been in the interest of scholars and brand managers. However, it is observed that there is no consensus on the conceptualization and operationalization of brand love. This study aims to evaluate the meaning of love towards brands and examine the alternative measurements for this construct proposed in the extant literature. In this respect, the drivers of brand love, as well as its benefits for brand managers are discussed. The paper is finalized with the limitations and future research directions.

Özet

Tüketicilerin markalarla kurdukları en güçlü ve en karmaşık ilişkilerden biri olduğu ileri sürülen marka sevgisi, ortaya atılmasından itibaren gerek araştırmacılar gerekse marka yöneticileri tarafından oldukça ilgi gören bir kavram olmuştur. Ancak, mevcut literatürde marka sevgisinin kavramsallaştırılması ve ölçeklendirmesine yönelik bir birliğe varılamadığı gözlemlenmiştir. Bu araştırmanın amacı, tüketicilerin markalara karşı duydukları sevginin anlamını irdelemek ve ölçümü konusunda öne sürülen alternatifleri değerlendirmektir. Bu bağlamda marka sevgisine neden olan faktörler ile bu güçlü ve önemli marka ilişkisinin işletmelere faydalarına yönelik bir çerçeve çizilmesi amaçlanmaktadır. Çalışma kısıtlar ve gelecek araştırmalar için önerilerle sonlanmaktadır.

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Cite This Article

VARDARSUYU, M., GÜLTEKİN, B. (2023). A CRITICAL INVESTIGATION OF CONCEPTUALIZATION, OPERATIONALIZATION, DRIVERS, AND CONSEQUENCES OF BRAND LOVE. Pazarlama ve Pazarlama Araştırmaları Dergisi, Cilt: 16 Sayı: 3, 797–820. https://ajindex.com/articles/963243

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