GERÇEK VE İDAEL ÖZ KİMLİK UYUMUNUN MARKA SADAKATİ ÜZERİNDEKİ ETKİSİ: SİGARA SEKTÖRÜNDE BİR UYGULAMA

Hüseyin Kurtuldu, Zühal Çilingir
1.544 1.090

Öz


Ozet: Bu cal.sma, tuketicilerin markal. urunler kullanmak suretiyle
kendilerini gercek ve ideal oz kimlikleri ile ifade etmelerinin marka sadakati
gelistirme duzeyleri uzerindeki rolunu tespit etmeyi amaclamaktad.r. Ayr.ca
tuketicilerin sadece oz kimliklerinin de.il, demografik ozelliklerinin de hem
marka sadakati hem de oz kimlik uzerindeki etkisi incelenmistir. Tuketicilerin
markaya sad.k olma duzeylerini olcmek icin tutumsal yaklas.m benimsenmistir.
Cal.smada, hem sembolik nitelikte hem de marka sadakati yuksek bir urun olan
sigara urunu kullan.lm.st.r. 400 musteriden yuz yuze anket yontemiyle elde
edilen veriler Mann-Whitney U, Khi-kare ve Kruskal-Wallis H testleri ile analiz
edilmistir. Tuketicilerin kendilerini ifade etmelerinin marka sadakati uzerinde
etkin bir faktor oldu.u sonucuna var.lm.st.r.
Anahtar Kelimeler: Sembolik Etkilesim, Oz Kimlik-Marka .maj.
Uyumu (Kendini .fade Etme), Gercek ve .deal Oz Kimlik, Marka Sadakati

 

Abstract: The purpose of this study is to research the role of the
actual and ideal dimensions of self-congruity on brand loyalty. Also, the effects
of demographic indicators of consumers were tested as independent variable on
both self congruity and brand loyalty. The attitudinal approach was used in
order to measure brand loyalty of consumers. The cigarette is chosen as product
category. Because, as is known, cigarette is not only a symbolic product which
is proper for studying self-congruity theory, but also high loyalty product. Data
used in this study were collected by using a face-to-face questionnaire from 400
consumers. Mann-Whitney U, Chi-square and Kruskal-Wallis H tests were used
to analyze the data. The results show that the self-congruity is likely to have an
important impact on brand loyalty concept.
Key Words: Symbolic Interactionism, Self-Congruity, Actual and
Ideal Self-Concept, Brand Loyalty


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