Y kuşağının spor ayakkabısı markalarına sadakatinde marka aşkının aracılık etkisinin araştırılması
Küçük Resim Yok
Tarih
2023
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Niğde Ömer Halisdemir Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Günümüzde pazarlarda artan marka sayısı ile yoğunlaşan rekabet ortamının gelişimine paralel olarak, pazarlama strateji ve taktiklerinin de genişletilmesi gerekliliği ortaya çıkmıştır. Marka aşkı ve marka aşkının sağlanmasında uygulanabilecek strateji ve taktikler bunlardan birisidir. Marka sadakatini etkileyebilen marka tatmini, marka değeri, algılanan değer, algılanan risk, algılanan kalite vb. sağlanmasının gerekliliği hala güncelliğini ve önemini korurken bunlarla birlikte, özellikle yoğun rekabet ortamında dikkatler, marka aşkının sağlanmasına yönelmiştir. Marka aşkı kavramı, Saatchi & Saatchi reklam ajansının CEO'su Kevin Roberts tarafından pazarlama alanına kazandırılmıştır. Roberts (2004:74) marka aşkını "Aşk eylemle ilgilidir. Anlamlı bir ilişki yaratmakla ilgilidir. Marka aşkı tüketicilerle iletişim halinde olmak, onlarla çalışmak, onları anlamak, onlarla vakit geçirmekten oluşan sabit bir süreç" şeklinde tanımlamıştır. Marka aşkının marka sadakati yaratmada ne düzeyde etkili olduğunun belirlenmesi problemi, bu araştırmanın amacı olan Y kuşağının spor ayakkabısı marka aşklarının sadakatlerine olan etkisiyle ölçülmektedir. Y kuşağının %73,4'ünün öncelikli olarak tercih ettiği bir spor ayakkabı markası bulunmakta olup, bu markalara duydukları "yakınlık ve bağlılık" ile "tutku" boyutlarında açıklanan marka aşklarında meydana gelen 1 birimlik olumlu değişme marka sadakatlerini %66 düzeyinde artırmaktadır.
Today, in parallel with the emergence of the highly competitive environment as a result of the increasing number of brands in the market, expanding the marketing strategy and tactics has become essential. Brand love and strategies and tactics that can be applied in maintaining the brand love is one of them. While the necessity of providing brand satisfaction, brand value, perceived value, perceived risk, perceived quality, etc., which can affect brand loyalty, is still up-to-date and important, the main attention has been directed to ensuring brand love, especially in a highly competitive environment. The concept of brand love was introduced into the marketing field by Kevin Roberts, the CEO of Saatchi & Saatchi advertising agency. Roberts (2004:74) describes brand love as "Love is about action. It's about creating a meaningful relationship. It's a constant process of keeping in touch, working with consumers, understanding them, spending time with them. And this is what insightful marketers, empathetic designers, and smart people on the checkout and production line do every day." The problem of determining to what extent brand love is effective in creating brand loyalty, which is the aim of this research, is measured by the effect of sports shoes brand love of the Y generation. 73.4% of the Y generation has a sports shoe brand that they prefer, and the 1-unit positive change in their brand love, which is explained in the dimensions of "closeness and loyalty" and "passion", increases their brand loyalty by 66%.
Today, in parallel with the emergence of the highly competitive environment as a result of the increasing number of brands in the market, expanding the marketing strategy and tactics has become essential. Brand love and strategies and tactics that can be applied in maintaining the brand love is one of them. While the necessity of providing brand satisfaction, brand value, perceived value, perceived risk, perceived quality, etc., which can affect brand loyalty, is still up-to-date and important, the main attention has been directed to ensuring brand love, especially in a highly competitive environment. The concept of brand love was introduced into the marketing field by Kevin Roberts, the CEO of Saatchi & Saatchi advertising agency. Roberts (2004:74) describes brand love as "Love is about action. It's about creating a meaningful relationship. It's a constant process of keeping in touch, working with consumers, understanding them, spending time with them. And this is what insightful marketers, empathetic designers, and smart people on the checkout and production line do every day." The problem of determining to what extent brand love is effective in creating brand loyalty, which is the aim of this research, is measured by the effect of sports shoes brand love of the Y generation. 73.4% of the Y generation has a sports shoe brand that they prefer, and the 1-unit positive change in their brand love, which is explained in the dimensions of "closeness and loyalty" and "passion", increases their brand loyalty by 66%.
Açıklama
Sosyal Bilimler Enstitüsü, İşletme Ana Bilim Dalı, Üretim Yönetimi ve Pazarlama Bilim Dalı
Anahtar Kelimeler
İşletme, Business Administration
