Publication: Mağaza imajının ikon marka algısına yansıması
Abstract
Gelişen teknolojiyle tüketiciyi etkilemek, güçlü bir sadakat ilişkisi oluşturmak zorlaşmış, benzer niteliklere sahip ürünler üreten markaların sayısı ise gün geçtikçe çoğalmıştır. Ayrıca, tüketici ile marka arasında uzun süreli, sağlam bir ilişki kurmak zorlaşmıştır. Bu nedenle markalar tüketiciyle duygusal temelli bir ilişki kurmaya çalışmaktadır. Bu bağlamda markalar, mağazalarını tüketicinin ilgisini çekip içeri girmesini, içeride uzun süre kalmasını, deneyim yaşamasını, satın alma kararı vermesini sağlayacak şekilde dizayn etmektedirler. Fakat markalar mağazalarını dizayn ederken vermek istedikleri mesaja, hedef kitleye, imaja dikkat etmesi gerekmektedir. Doğru oluşturulmuş mağaza imajı, tüketicinin sadakatini arttırmaktadır. Bununla birlikte tüketicinin vazgeçemediği, sadakatin güçlü olduğu bir marka yaratmak isteyen şirketler “ikon’ olma amacıyla stratejilerini belirlemektedirler. Tüketicinin kolay kolay vazgeçemediği, yaşam tarzına yansıttığı ikon markalar, kültür oluşturmaktadır. Bu çalışmada mağaza imajının ikon marka algısına etkisi olup olmadığı incelenmiştir. Mağaza imajının, ikon marka ve alt boyutları olan “marka kişiliği’, “kimlik miti’ ve “marka hikayeciliği’ ile etkisi araştırılmıştır. Bu bağlamda, ikon marka kabul edilen Starbucks markasının hedef kitlesini oluşturan 431 üniversite öğrencisine yüz yüze anket uygulanmıştır.
With the developing technology, it has been difficult to influence the consumer and establish a strong loyalty relationship, and the number of brands producing similar products has been increased day by day. In addition, it has become difficult to establish a long-term, strong relationship between the consumer and the brand. For this reason, brands try to establish an emotional relationship with the consumer. In this context, brands are designing their stores in a way that will attract the attention of the consumer and allow them to enter, stay inside for a long time, have experience and make a buying decision. However, brands need to pay attention to the message they want to give, to the target audience and image while designing their stores. A store image designed properly increases consumer loyalty. In addition, brand managers who aim to create a brand that the consumer cannot give up and have a strong loyalty, determine their strategies in order to become “icons'. Icon brands, which the consumer cannot give up easily and adopt as a lifestyle, create culture. In this study, it is examined whether store image has an effect on the icon brand perception. The effect of store image was investigated with the icon brand and its sub-dimensions, brand personality, “identity myth and brand storytelling. Face-to-face survey was applied to 431 university students, who constitute the target audience of the Starbucks brand, which is considered as an icon brand.
With the developing technology, it has been difficult to influence the consumer and establish a strong loyalty relationship, and the number of brands producing similar products has been increased day by day. In addition, it has become difficult to establish a long-term, strong relationship between the consumer and the brand. For this reason, brands try to establish an emotional relationship with the consumer. In this context, brands are designing their stores in a way that will attract the attention of the consumer and allow them to enter, stay inside for a long time, have experience and make a buying decision. However, brands need to pay attention to the message they want to give, to the target audience and image while designing their stores. A store image designed properly increases consumer loyalty. In addition, brand managers who aim to create a brand that the consumer cannot give up and have a strong loyalty, determine their strategies in order to become “icons'. Icon brands, which the consumer cannot give up easily and adopt as a lifestyle, create culture. In this study, it is examined whether store image has an effect on the icon brand perception. The effect of store image was investigated with the icon brand and its sub-dimensions, brand personality, “identity myth and brand storytelling. Face-to-face survey was applied to 431 university students, who constitute the target audience of the Starbucks brand, which is considered as an icon brand.