Yenilikçi marka deneyiminin ve marka imajının marka ilişki kalitesi üzerindeki etkisi
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Dosyalar
Tarih
2024
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Düzce Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Bu araştırmanın amacı, yenilikçi marka deneyiminin ve marka imajının marka ilişki kalitesi üzerindeki etkisini incelemektir. Literatürde ilgili değişkenlere dair yapılan çalışmalar, ilgili kavramlar ve boyutlar ele alınmıştır. Yenilikçi marka deneyiminin ve marka imajının marka ilişki kalitesi üzerine etkisi analiz edilmiştir. Otomobil kullanıcılarının markalar hakkındaki ilgili değişkenlere ait algılarını ölçmek üzere karma yöntem yoluyla veri toplanmış ve analizler yapılmıştır. Kitlesel ve lüks otomobil markalarına dair 119.232 adet yorum forum.donanımhaber.com sitesinde metin madenciliği yöntemi ile çekilmiştir. Nitel aşamada uygulana içerik analiz sonucunda kodlar tespit edilmiş, kelime bulutu oluşturulmuş ve tematik kodlama yapılmıştır. Bu sayede otomobil kullanıcılarının kullandıkları araçlarla ilgili en çok hangi konuları önemsedikleri marka bazlı olarak tespit edilmiştir. Nicel aşamada ise 1161 kişiye anket uygulanarak elde edilen verilere faktör, korelasyon, regresyon analizleri uygulanmıştır. Yapılan faktör analizi sonucunda, değişkenlerle ilgili boyutlar tespit edilmiştir. Çoklu regresyon analizi sonucunda yenilikçi marka deneyiminin ve marka imajının marka ilişki kalitesini etkilediği ortaya çıkmıştır. Nitel analiz sonuçları ile karşılaştırıldığında markaların yenilikçi özelliklerinin marka deneyimi oluşmasında önemli bir katkısı olduğu sonucuna ulaşılmıştır. Elde edilen sonuçlara dayanarak araştırmaya ve uygulamaya yönelik öneriler sunulmuştur.
The purpose of this study is to examine the impact of innovative brand experience and brand image on brand relationship quality. The studies on the related variables in the literature, related concepts and dimensions are discussed. The effects of innovative brand experience and brand image on brand relationship quality are analyzed. In order to measure the perceptions of automobile users across Turkey on the relevant variables about the brands, data were collected and analyzed through mixed method. A total of 119,232 comments on mass and luxury automobile brands were extracted by text mining method on forum.hardwarehaber.com. As a result of the content analysis applied in the qualitative stage, codes were identified, word clouds were created and thematic coding was performed. In this way, the issues that automobile users care most about the vehicles they use were determined on a brand basis. In the quantitative stage, 1161 people were surveyed and factor, correlation and regression analyses were applied to the data obtained. As a result of the factor analysis, dimensions related to the variables were determined. Multiple regression analysis revealed that innovative brand experience and brand image affect brand relationship quality. When compared with the results of qualitative analysis, it was concluded that the innovative features of brands have a significant contribution to the formation of brand experience. Based on the results obtained, recommendations for research and practice are presented.
The purpose of this study is to examine the impact of innovative brand experience and brand image on brand relationship quality. The studies on the related variables in the literature, related concepts and dimensions are discussed. The effects of innovative brand experience and brand image on brand relationship quality are analyzed. In order to measure the perceptions of automobile users across Turkey on the relevant variables about the brands, data were collected and analyzed through mixed method. A total of 119,232 comments on mass and luxury automobile brands were extracted by text mining method on forum.hardwarehaber.com. As a result of the content analysis applied in the qualitative stage, codes were identified, word clouds were created and thematic coding was performed. In this way, the issues that automobile users care most about the vehicles they use were determined on a brand basis. In the quantitative stage, 1161 people were surveyed and factor, correlation and regression analyses were applied to the data obtained. As a result of the factor analysis, dimensions related to the variables were determined. Multiple regression analysis revealed that innovative brand experience and brand image affect brand relationship quality. When compared with the results of qualitative analysis, it was concluded that the innovative features of brands have a significant contribution to the formation of brand experience. Based on the results obtained, recommendations for research and practice are presented.
Açıklama
Anahtar Kelimeler
İşletme, Business Administration
