Publication: Duyusal markalamanın marka sadakati oluşumuna yansımaları
Abstract
Günümüzde zorlu pazar yapısı altında, pek çok işletme tüketicilerde marka sadakati oluşumunu sağlamak amacıyla bilinçli bir şekilde duyusal markalama stratejisini uygulama başlamıştır. Bu nedenle bu çalışmada, duyusal markalamanın marka sadakati üzerinde etkili olup olmadığı incelenmiştir. Bu doğrultuda, duyusal yolla markalama yaptığı düşünülen Coca Cola, Nutella ve Nescafe markaları esas araştırmada kullanılmak üzere odak grup görüşmesi ve ön çalışmalarla tespit edilmiştir. Araştırmada yer alan katılımcılar, çalışmanın ana kütlesini temsil eden Ankara’da yaşayan üniversite öğrencileri arasından bu markaları iyi tanıyan ve kullanan kişilerden seçilmiştir. Ankara, Gazi ve Hacettepe Üniversitesi öğrencilerine uygulanan anket neticesinde toplanan veriler, t-testi, faktör analizi ve basit doğrusal regresyon analizi kullanılarak analiz edilmiştir. Elde edilen bulgular değerlendirildiğinde, duyusal markalamanın marka sadakati üzerinde pozitif yönde bir etkide bulunduğu ortaya çıkarılmıştır. Duyu, Markalama, Duyusal Markalama, Marka Sadakati
Nowadays, many businesses have begun to implement consciously the sensory branding strategy in order to provide the brand loyalty formation under the structure of the challenging market. For this reason, it was examined in this study whether the sensory branding had effect on the brand loyalty formation. Accordingly, Coca Cola, Nutella and Nescafe brands which were considered to make branding with sensory way were identified by the focus group discussion and preliminary studies in order to be used for the study. Participants in the research were selected among university students living in Ankara who represented the main mass of study and knowing well and using these brands. As a consequence of the survey applied to the students of Ankara, Gazi and Hacettepe, the data collected were analyzied by using t-test, factor analysis and simple linear regression analysis. When the findings were evaluated, it was revealed that the sensory branding had a possitive effect on the brand loyalty. Sense, Branding, Sensory Branding, Brand Loyalty
Nowadays, many businesses have begun to implement consciously the sensory branding strategy in order to provide the brand loyalty formation under the structure of the challenging market. For this reason, it was examined in this study whether the sensory branding had effect on the brand loyalty formation. Accordingly, Coca Cola, Nutella and Nescafe brands which were considered to make branding with sensory way were identified by the focus group discussion and preliminary studies in order to be used for the study. Participants in the research were selected among university students living in Ankara who represented the main mass of study and knowing well and using these brands. As a consequence of the survey applied to the students of Ankara, Gazi and Hacettepe, the data collected were analyzied by using t-test, factor analysis and simple linear regression analysis. When the findings were evaluated, it was revealed that the sensory branding had a possitive effect on the brand loyalty. Sense, Branding, Sensory Branding, Brand Loyalty