Determinants of Brand Loyalty and the Link Between Brand Loyalty and Price Tolerance

KABADAYI TÜMER, Ebru; AYGÜN, İnci

Determinants of Brand Loyalty and the Link Between Brand Loyalty and Price Tolerance

Ebru KABADAYI TÜMER, (Gebze Yüksek Teknoloji Enstitüsü, Kocaeli, Türkiye)

İnci AYGÜN (Gebze Yüksek Teknoloji Enstitüsü, Kocaeli, Türkiye)

Bogazici Journal: Review of Social, Economic and Administrative Studies

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Yıl: 2007 Cilt: 21 Sayı: 1-2 Sayfa Aralığı: 21 - 35 Metin Dili: Türkçe İndeks Tarihi: 29-07-2022

Determinants of Brand Loyalty and the Link Between Brand Loyalty and Price Tolerance

Öz:

Bu çalışmanın amacı, marka bağlılığı geliştirme süreci içinde marka memnuniyeti, markaya duyulan güven ve markanın oluşturduğu duygular arasında iç içe geçmiş ilişkilerin ve marka bağlılığı sürecinin çıktısı olarak fiyat toleransın incelenmesidir. Veriler İstanbul’daki çeşitli üniversitelerde okuyan 1085 öğrenci üzerinde yapılan anket çalışması ile toplanmıştır. Bulgular, markanın oluşturduğu duyguların ve markaya duyulan güveninin marka bağlılığı oluşturma sürecindeki temel faktörler olduğunu göstermektedir. Marka memnuniyeti ise, bu temel faktörleri güçlendirerek marka bağlılığı üzerinde dolaylı olarak etkili olmaktadır. Ayrıca, marka bağlılığının müşterilerin fiyata olan toleransının güçlü bir öncülü olduğu ortaya çıkmıştır. Araştırmanın bulguları marka bağlılığının nasıl oluştuğunu ve fiyat toleransını nasıl meydana getirdiğini anlamamıza yardımcı olacaktır.

Anahtar Kelime: fiyatlar marka değeri marka sadakati

Konular: İşletme İşletme Finans

Marka Bağlılığını Belirleyen Faktörler ve Marka Bağlılığı ile Fiyat Toleransının İlişkisi

Öz:

The aim of this study is to investigate the integrated relationships between brand satisfaction, brand trust and brand affect through the brand loyalty development process and price tolerance as an outcome of the brand loyalty process. Data are collected based on a survey of 1085 students from various universities in Istanbul, Turkey. The findings indicate that brand affect and brand trust are key constructs in the brand loyalty formation process. Brand satisfaction is effective on brand loyalty indirectly through strengthening these constructs. Additionally, brand loyalty is a strong antecedent of consumers’ tolerance to price. The research findings will help provide clarification on how brand loyalty comes about and brings about price tolerance.

Anahtar Kelime: brand loyalty prices brand value

Konular: İşletme İşletme Finans

Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık

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APA	KABADAYI TÜMER E, AYGÜN İ (2007). Determinants of Brand Loyalty and the Link Between Brand Loyalty and Price Tolerance. , 21 - 35.
Chicago	KABADAYI TÜMER Ebru,AYGÜN İnci Determinants of Brand Loyalty and the Link Between Brand Loyalty and Price Tolerance. (2007): 21 - 35.
MLA	KABADAYI TÜMER Ebru,AYGÜN İnci Determinants of Brand Loyalty and the Link Between Brand Loyalty and Price Tolerance. , 2007, ss.21 - 35.
AMA	KABADAYI TÜMER E,AYGÜN İ Determinants of Brand Loyalty and the Link Between Brand Loyalty and Price Tolerance. . 2007; 21 - 35.
Vancouver	KABADAYI TÜMER E,AYGÜN İ Determinants of Brand Loyalty and the Link Between Brand Loyalty and Price Tolerance. . 2007; 21 - 35.
IEEE	KABADAYI TÜMER E,AYGÜN İ "Determinants of Brand Loyalty and the Link Between Brand Loyalty and Price Tolerance." , ss.21 - 35, 2007.
ISNAD	KABADAYI TÜMER, Ebru - AYGÜN, İnci. "Determinants of Brand Loyalty and the Link Between Brand Loyalty and Price Tolerance". (2007), 21-35.

APA	KABADAYI TÜMER E, AYGÜN İ (2007). Determinants of Brand Loyalty and the Link Between Brand Loyalty and Price Tolerance. Bogazici Journal: Review of Social, Economic and Administrative Studies, 21(1-2), 21 - 35.
Chicago	KABADAYI TÜMER Ebru,AYGÜN İnci Determinants of Brand Loyalty and the Link Between Brand Loyalty and Price Tolerance. Bogazici Journal: Review of Social, Economic and Administrative Studies 21, no.1-2 (2007): 21 - 35.
MLA	KABADAYI TÜMER Ebru,AYGÜN İnci Determinants of Brand Loyalty and the Link Between Brand Loyalty and Price Tolerance. Bogazici Journal: Review of Social, Economic and Administrative Studies, vol.21, no.1-2, 2007, ss.21 - 35.
AMA	KABADAYI TÜMER E,AYGÜN İ Determinants of Brand Loyalty and the Link Between Brand Loyalty and Price Tolerance. Bogazici Journal: Review of Social, Economic and Administrative Studies. 2007; 21(1-2): 21 - 35.
Vancouver	KABADAYI TÜMER E,AYGÜN İ Determinants of Brand Loyalty and the Link Between Brand Loyalty and Price Tolerance. Bogazici Journal: Review of Social, Economic and Administrative Studies. 2007; 21(1-2): 21 - 35.
IEEE	KABADAYI TÜMER E,AYGÜN İ "Determinants of Brand Loyalty and the Link Between Brand Loyalty and Price Tolerance." Bogazici Journal: Review of Social, Economic and Administrative Studies, 21, ss.21 - 35, 2007.
ISNAD	KABADAYI TÜMER, Ebru - AYGÜN, İnci. "Determinants of Brand Loyalty and the Link Between Brand Loyalty and Price Tolerance". Bogazici Journal: Review of Social, Economic and Administrative Studies 21/1-2 (2007), 21-35.