Segmentation of brand lovers based on perceived financial constraints, financial anxiety, debt avoidance and perceived financial risk

Pınar ALYAR, (Yıldız Teknik Üniversitesi, İstanbul, Türkiye)
Tuğçe OZANSOY ÇADIRCI (Yıldız Teknik Üniversitesi, İstanbul, Türkiye)
Business and Management Studies: An International Journal
3 0
Yıl: 2023 Cilt: 11 Sayı: 2 Sayfa Aralığı: 468 - 480 Metin Dili: İngilizce DOI: 10.15295/bmij.v11i2.2207 İndeks Tarihi: 10-07-2023

Segmentation of brand lovers based on perceived financial constraints, financial anxiety, debt avoidance and perceived financial risk

Öz:
Brand lovers are known for their intense loyalty to their loved brands, and their behaviours are usually predictable under stable market conditions. With the current global economic crisis, however, their predictability has become uncertain. This study aims to gain insight into brand lovers in marketplaces affected by economic crises. To get a closer look at this market and better understand brand lovers, they are divided into segments based on how they react to financial factors. In this segmentation, brand lovers’ perceptions of their financial constraints, their anxiety levels around their finances, their tendencies to avoid debt, and their perceptions of financial risk when it comes to continuing to purchase their loved brands are taken into account. Demographic factors such as age, gender and income are also considered. This study will be the first segmentation study of brand lovers. Hierarchical and K-means cluster analyses are performed for segmentation, and six statistically significant groups are identified: wealthy brand lovers, cautious brand lovers, indifferent brand lovers, reckless brand lovers, sensible brand lovers, and brand lovers in distress. Based on the research findings, some high-income brand lovers are hesitant to continue purchasing their loved brands during the crisis due to perceived financial risk. On the oth er hand, it has been determined that some low-income brand lovers do not perceive financial constraints, feel anxious, and do not find it financially risky to maintain brand loyalty. By analysing the characteristics of each group, inferences are drawn that will contribute to both brand love and consumer finance literature, as well as the development of competitive brand strategies practically.
Anahtar Kelime:

Marka aşıklarının algılanan finansal kısıtlar, finansal kaygı, borçtan kaçınma eğilimi ve algılanan finansal riske bağlı olarak bölümlendirilmesi

Öz:
Marka aşıkları, sevdikleri markalara olan yoğun bağlılıklarıyla bilinmekte olup kendilerinin durağan piyasa koşullarındaki davranışları genellikle öngörülebilirdir. Bununla birlikte, mevcut küresel ekonomik krizle birlikte, öngörülebilirlikleri belirsiz hale gelmiştir. Bu çalışma, ekonomik krizden etkilenen pazar yerlerindeki marka aşıklarıyla ilgili iç görü sahibi olmayı amaçlamaktadır. Bu pazara daha yakından bakmak ve marka aşıklarını daha iyi anlamak için kendileri, finansal değişkenlere verdikleri tepkilere göre bölümlere ayrılmıştır. Bölümlendirmede marka aşıklarının finansal kısıtlılık algıları, finansal kaygı düzeyleri, borçtan kaçınma eğilimleri ve sevdikleri markaları satın almaya devam etmeleri söz konusu olduğunda algıladıkları finansal risk dikkate alınmıştır. Ayrıca yaş, cinsiyet ve gelir gibi demografik değişkenler de kullanılan bölümlendirme kriterlerindendir. Bu çalışma, marka aşıkları üzerine yapılan ilk bölümlendirme çalışması olacaktır. Bölümlendirme için Hiyerarşik ve K-ortalamalar kümeleme analizleri yapılmış, istatistiksel olarak anlamlı altı grup tanımlanmıştır: varlıklı marka aşıkları, temkinli marka aşıkları, etkilenmeyen marka aşıkları, umursamaz marka aşıkları, mantıklı marka aşıkları ve zor durumdaki marka aşıkları. Araştırma bulgularına göre; bazı yüksek gelirli marka aşıkları finansal olarak riskli buldukları için sevdikleri markaları satın almaya devam etmekte tereddüt etmektedir. Öte yandan, bazı düşük gelirli marka aşıklarının finansal kısıtlar algılamadıkları, kaygı duymadıkları ve marka sadakatlerini sürdürmeyi finansal açıdan riskli bulmadıkları tespit edilmiştir. Her bir grubun özellikleri analiz edilerek marka aşkı ve tüketici finansmanı literatürlerine, yanı sıra rekabetçi marka stratejilerinin geliştirilmesine katkı sağlayacak çıkarımlar yapılmıştır.
Anahtar Kelime:

Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
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APA ALYAR P, Ozansoy Çadırcı T (2023). Segmentation of brand lovers based on perceived financial constraints, financial anxiety, debt avoidance and perceived financial risk. , 468 - 480. 10.15295/bmij.v11i2.2207
Chicago ALYAR PINAR,Ozansoy Çadırcı Tuğçe Segmentation of brand lovers based on perceived financial constraints, financial anxiety, debt avoidance and perceived financial risk. (2023): 468 - 480. 10.15295/bmij.v11i2.2207
MLA ALYAR PINAR,Ozansoy Çadırcı Tuğçe Segmentation of brand lovers based on perceived financial constraints, financial anxiety, debt avoidance and perceived financial risk. , 2023, ss.468 - 480. 10.15295/bmij.v11i2.2207
AMA ALYAR P,Ozansoy Çadırcı T Segmentation of brand lovers based on perceived financial constraints, financial anxiety, debt avoidance and perceived financial risk. . 2023; 468 - 480. 10.15295/bmij.v11i2.2207
Vancouver ALYAR P,Ozansoy Çadırcı T Segmentation of brand lovers based on perceived financial constraints, financial anxiety, debt avoidance and perceived financial risk. . 2023; 468 - 480. 10.15295/bmij.v11i2.2207
IEEE ALYAR P,Ozansoy Çadırcı T "Segmentation of brand lovers based on perceived financial constraints, financial anxiety, debt avoidance and perceived financial risk." , ss.468 - 480, 2023. 10.15295/bmij.v11i2.2207
ISNAD ALYAR, PINAR - Ozansoy Çadırcı, Tuğçe. "Segmentation of brand lovers based on perceived financial constraints, financial anxiety, debt avoidance and perceived financial risk". (2023), 468-480. https://doi.org/10.15295/bmij.v11i2.2207
APA ALYAR P, Ozansoy Çadırcı T (2023). Segmentation of brand lovers based on perceived financial constraints, financial anxiety, debt avoidance and perceived financial risk. Business and Management Studies: An International Journal, 11(2), 468 - 480. 10.15295/bmij.v11i2.2207
Chicago ALYAR PINAR,Ozansoy Çadırcı Tuğçe Segmentation of brand lovers based on perceived financial constraints, financial anxiety, debt avoidance and perceived financial risk. Business and Management Studies: An International Journal 11, no.2 (2023): 468 - 480. 10.15295/bmij.v11i2.2207
MLA ALYAR PINAR,Ozansoy Çadırcı Tuğçe Segmentation of brand lovers based on perceived financial constraints, financial anxiety, debt avoidance and perceived financial risk. Business and Management Studies: An International Journal, vol.11, no.2, 2023, ss.468 - 480. 10.15295/bmij.v11i2.2207
AMA ALYAR P,Ozansoy Çadırcı T Segmentation of brand lovers based on perceived financial constraints, financial anxiety, debt avoidance and perceived financial risk. Business and Management Studies: An International Journal. 2023; 11(2): 468 - 480. 10.15295/bmij.v11i2.2207
Vancouver ALYAR P,Ozansoy Çadırcı T Segmentation of brand lovers based on perceived financial constraints, financial anxiety, debt avoidance and perceived financial risk. Business and Management Studies: An International Journal. 2023; 11(2): 468 - 480. 10.15295/bmij.v11i2.2207
IEEE ALYAR P,Ozansoy Çadırcı T "Segmentation of brand lovers based on perceived financial constraints, financial anxiety, debt avoidance and perceived financial risk." Business and Management Studies: An International Journal, 11, ss.468 - 480, 2023. 10.15295/bmij.v11i2.2207
ISNAD ALYAR, PINAR - Ozansoy Çadırcı, Tuğçe. "Segmentation of brand lovers based on perceived financial constraints, financial anxiety, debt avoidance and perceived financial risk". Business and Management Studies: An International Journal 11/2 (2023), 468-480. https://doi.org/10.15295/bmij.v11i2.2207
Sayfa Oluşturulma Tarihi
27-04-2024 9:7

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