Consumers' Perceptions of Brand Equity and The Relationship of Brand Love and Its Effect on Social Media Behaviors

Özlem Çatlı; Aybüke Yalçın

Makale detayları

Consumers' Perceptions of Brand Equity and The Relationship of Brand Love and Its Effect on Social Media Behaviors

Yazarlar:

Özlem Çatlı | Aybüke Yalçın

Yayıncı:

Ayla KAŞOĞLU

Ana Başlıklar:

İktisat Sosyolojisi

Dergi:

Avrasya Uluslararası Araştırmalar Dergisi Vol.11 Issue 36, pp.172-195

Belge Tipi:

Makale

Yayın Tarihi:

8/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001297526

pISSN:

2147-2610

Anahtar kelimeler:

Özet:

 In this study, in terms of each dimension of consumers perception of brand equity; brand awareness, brand associations, perceived quality and brand loyalty to determine the effect of brand love on brand love, to determine the effect of brand love on brand equity, and to determine the effect of brand value perceptions and brand love on consumers behavior in social media. The study was carried out with the participation of 614 participants. Brand equity model and brand love scale were used in the survey prepared in the study. In the study, the participants were asked to choose one of the most loved brands list prepared by the pilot study before, and they were asked to answer the answers according to that brand. Data were collected from the participants through an online questionnaire, and the collected data were analyzed with the help of the SPSS package program. According to the results of the research, brand equity affects consumers brand love both in general and in terms of each dimension. In addition, brand love affects consumers perceptions of brand valuation. In addition, perceptions of brand value and brand love affect consumers brand-related behaviors on social media platforms.

 In this study, in terms of each dimension of consumers perception of brand equity; brand awareness, brand associations, perceived quality and brand loyalty to determine the effect of brand love on brand love, to determine the effect of brand love on brand equity, and to determine the effect of brand value perceptions and brand love on consumers behavior in social media. The study was carried out with the participation of 614 participants. Brand equity model and brand love scale were used in the survey prepared in the study. In the study, the participants were asked to choose one of the most loved brands list prepared by the pilot study before, and they were asked to answer the answers according to that brand. Data were collected from the participants through an online questionnaire, and the collected data were analyzed with the help of the SPSS package program. According to the results of the research, brand equity affects consumers brand love both in general and in terms of each dimension. In addition, brand love affects consumers perceptions of brand valuation. In addition, perceptions of brand value and brand love affect consumers brand-related behaviors on social media platforms.

 In this study, in terms of each dimension of consumers perception of brand equity; brand awareness, brand associations, perceived quality and brand loyalty to determine the effect of brand love on brand love, to determine the effect of brand love on brand equity, and to determine the effect of brand value perceptions and brand love on consumers behavior in social media. The study was carried out with the participation of 614 participants. Brand equity model and brand love scale were used in the survey prepared in the study. In the study, the participants were asked to choose one of the most loved brands list prepared by the pilot study before, and they were asked to answer the answers according to that brand. Data were collected from the participants through an online questionnaire, and the collected data were analyzed with the help of the SPSS package program. According to the results of the research, brand equity affects consumers brand love both in general and in terms of each dimension. In addition, brand love affects consumers perceptions of brand valuation. In addition, perceptions of brand value and brand love affect consumers brand-related behaviors on social media platforms.

 Bu çalışma tüketicilerin marka değeri algılamalarının Aakerın 1991 belirlemiş olduğu boyutlara göre; marka farkındalığı, marka çağrışımları, algılanan kalite ve marka sadakati üzerinden her birinin marka aşkı üzerindeki etkisini belirlemek, marka aşkının marka değeri üzerindeki etkisini belirlemek ve marka değeri algılamaları ile marka aşkının tüketicilerin sosyal medyadaki davranışları üzerindeki etkisini belirlemek amacıyla yapılmıştır. Çalışma 614 katılımcının katılımıyla gerçekleşmiştir. Çalışmada hazırlanan ankette Aakerın 1991 marka değerleme modeli ve Carroll ve Ahuvia, 2006 Marka Aşkı ölçeği kullanılmış olup bu ölçekler 5li likert soru tipi ile katılımcılara sorulmuştur. Çalışmada katılımcılarda daha öncesinde pilot çalışma ile hazırlanan en sevilen marka listesinden birisini seçmeleri istenmiş, yanıtları o markaya göre yanıtlamaları istenmiştir. Katılımcılardan çevrimiçi anket yolu ile veriler toplanmış olup, toplanan veriler SPSS paket programı yardımı ile analiz edilmiştir. Araştırma sonucuna göre, marka değeri hem genel olarak hem de her bir boyut açısından tüketicilerin marka aşkını etkilemektedir. Ayrıca marka aşkı tüketicilerin marka değerleme algılarını etkilemektedir. Bununla birlikte marka değeri algılamaları ve marka aşkı tüketicilerin sosyal medya platformlarında markaya ilişkin davranışlarını etkilemektedir.

Makale detayları

Consumers' Perceptions of Brand Equity and The Relationship of Brand Love and Its Effect on Social Media Behaviors

Yazarlar:

Özlem Çatlı | Aybüke Yalçın

Yayıncı:

Ayla KAŞOĞLU

Ana Başlıklar:

İktisat Sosyolojisi

Dergi:

Avrasya Uluslararası Araştırmalar Dergisi Vol.11 Issue 36, pp.172-195

Belge Tipi:

Makale

Yayın Tarihi:

8/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001297526

pISSN:

2147-2610

Brand Equity

Brand Love

Social Mediamarka değeri,

marka aşkı,

sosyal medya,

Sayı

Makale detayları

Consumers' Perceptions of Brand Equity and The Relationship of Brand Love and Its Effect on Social Media Behaviors

Yazarlar: Özlem Çatlı | Aybüke Yalçın

Yayıncı: Ayla KAŞOĞLU

Ana Başlıklar: İktisat Sosyolojisi

Dergi: Avrasya Uluslararası Araştırmalar Dergisi Vol.11 Issue 36, pp.172-195

Belge Tipi: Makale

Yayın Tarihi: 8/2023

Belge Dili: Türkçe

Document ID (Org No.): 2001297526

pISSN: 2147-2610

Brand Equity

Brand Love

Social Mediamarka değeri,

marka aşkı,

sosyal medya,

Sayı

Yazarlar:

Özlem Çatlı | Aybüke Yalçın

Yayıncı:

Ayla KAŞOĞLU

Ana Başlıklar:

İktisat Sosyolojisi

Dergi:

Avrasya Uluslararası Araştırmalar Dergisi Vol.11 Issue 36, pp.172-195

Belge Tipi:

Makale

Yayın Tarihi:

8/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001297526

pISSN:

2147-2610