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Pazarlama ve Pazarlama Araştırmaları Dergisi最新文献

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TÜKETİCİLERİN DUYGUSAL MARKA DENEYİMİ VE MARKA İLİŞKİSİ ALGILARININ MARKA EVANGELİZMİ ÜZERİNDEKİ ETKİSİ
Pazarlama ve Pazarlama Araştırmaları Dergisi Pub Date : 1900-01-01 DOI: 10.15659/ppad.16.2.1280324
M. Özer, İrem Buran
{"title":"TÜKETİCİLERİN DUYGUSAL MARKA DENEYİMİ VE MARKA İLİŞKİSİ ALGILARININ MARKA EVANGELİZMİ ÜZERİNDEKİ ETKİSİ","authors":"M. Özer, İrem Buran","doi":"10.15659/ppad.16.2.1280324","DOIUrl":"https://doi.org/10.15659/ppad.16.2.1280324","url":null,"abstract":"Brand evangelism, which has been examined in the context of consumer-brand relationships in the last decade, is considered one of the extreme and intense types of these relationships. Brands’ attempts to establish a relationship with consumers have been researched for a long time. However, the same is not true for brand evangelism. There is a general lack of research on brand evangelism, and previous studies have not dealt with its relationship with brands’ relationship-based attributes, consumers’ relationship perceptions and emotional brand experience. This study proposes a model investigating the effect of relationship orientation and relationship quality on emotional experience which results in brand evangelism. We collected 300 questionnaires by online tools. To test the research hypotheses, we analysed the dataset by Structural Equation Modelling. Results affirmed all the hypotheses. Accordingly, brands’ relationship orientation and consumers’ perceptions of relationship quality positively impact emotional brand experience. Also, emotional brand experience positively influences brand evangelism and its sub-dimensions (purchase intention, positive brand referrals, and oppositional brand referrals).","PeriodicalId":137040,"journal":{"name":"Pazarlama ve Pazarlama Araştırmaları Dergisi","volume":"54 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121197830","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
COVİD-19 SÜRECİNİN ORTAK TÜKETİME YÖNELİK TÜKETİCİ TUTUMLARI ÜZERİNDEKİ ETKİSİ
Pazarlama ve Pazarlama Araştırmaları Dergisi Pub Date : 1900-01-01 DOI: 10.15659/ppad.15.2.990629
Cevahir Uzkurt, A. Sarıtaş, Nazime Ebru ÖZKUL ARIKAN, Şefika Tanik
{"title":"COVİD-19 SÜRECİNİN ORTAK TÜKETİME YÖNELİK TÜKETİCİ TUTUMLARI ÜZERİNDEKİ ETKİSİ","authors":"Cevahir Uzkurt, A. Sarıtaş, Nazime Ebru ÖZKUL ARIKAN, Şefika Tanik","doi":"10.15659/ppad.15.2.990629","DOIUrl":"https://doi.org/10.15659/ppad.15.2.990629","url":null,"abstract":"","PeriodicalId":137040,"journal":{"name":"Pazarlama ve Pazarlama Araştırmaları Dergisi","volume":"73 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116187711","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
DİJİTALLEŞME VE TÜKETİCİ AKTİVİZMİ: TÜKETİCİLERİN MOTİVASYONLARI VE DUYGULARI VE MARKALAR İÇİN SONUÇLARI
Pazarlama ve Pazarlama Araştırmaları Dergisi Pub Date : 1900-01-01 DOI: 10.15659/ppad.15.1.999891
Zeynep ÖZDAMAR ERTEKİN, Pınar ÖZKILIÇ DİLEK
{"title":"DİJİTALLEŞME VE TÜKETİCİ AKTİVİZMİ: TÜKETİCİLERİN MOTİVASYONLARI VE DUYGULARI VE MARKALAR İÇİN SONUÇLARI","authors":"Zeynep ÖZDAMAR ERTEKİN, Pınar ÖZKILIÇ DİLEK","doi":"10.15659/ppad.15.1.999891","DOIUrl":"https://doi.org/10.15659/ppad.15.1.999891","url":null,"abstract":"","PeriodicalId":137040,"journal":{"name":"Pazarlama ve Pazarlama Araştırmaları Dergisi","volume":"119 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128934865","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
EKOLOJİK BİLİNÇLİ TÜKETİCİ DAVRANIŞININ ÖNCÜLLERİ VE YEŞİL SATIN ALMA NİYETİNE ETKİSİNİN İNCELENMESİ
Pazarlama ve Pazarlama Araştırmaları Dergisi Pub Date : 1900-01-01 DOI: 10.15659/ppad.15.2.1052867
Sinem Sargin, Ş. Akdoğan
{"title":"EKOLOJİK BİLİNÇLİ TÜKETİCİ DAVRANIŞININ ÖNCÜLLERİ VE YEŞİL SATIN ALMA NİYETİNE ETKİSİNİN İNCELENMESİ","authors":"Sinem Sargin, Ş. Akdoğan","doi":"10.15659/ppad.15.2.1052867","DOIUrl":"https://doi.org/10.15659/ppad.15.2.1052867","url":null,"abstract":"","PeriodicalId":137040,"journal":{"name":"Pazarlama ve Pazarlama Araştırmaları Dergisi","volume":"108 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127669730","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
PERAKENDECİLİK SEKTÖRÜ ÖZÜRLÜ TÜKETİCİLERİ GÖRÜYOR MU?
Pazarlama ve Pazarlama Araştırmaları Dergisi Pub Date : 1900-01-01 DOI: 10.15659/ppad.14.3.266
Meftune Özbakir Umut, Meltem Nurtanış Velioğlu, Oya Eru
{"title":"PERAKENDECİLİK SEKTÖRÜ ÖZÜRLÜ TÜKETİCİLERİ GÖRÜYOR MU?","authors":"Meftune Özbakir Umut, Meltem Nurtanış Velioğlu, Oya Eru","doi":"10.15659/ppad.14.3.266","DOIUrl":"https://doi.org/10.15659/ppad.14.3.266","url":null,"abstract":"","PeriodicalId":137040,"journal":{"name":"Pazarlama ve Pazarlama Araştırmaları Dergisi","volume":"4 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130897462","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
COVID-19 SALGINI DÖNEMİNDE ÇEVRİMİÇİ SATIN ALMA(MA): 65 YAŞ VE ÜSTÜ TÜKETİCİLER
Pazarlama ve Pazarlama Araştırmaları Dergisi Pub Date : 1900-01-01 DOI: 10.15659/ppad.15.2.1091849
Meftune ÖZBAKIR UMUT, Süreyya Karsu, D. Çoknaz, Meltem Nurtanış VELİOĞLU
{"title":"COVID-19 SALGINI DÖNEMİNDE ÇEVRİMİÇİ SATIN ALMA(MA): 65 YAŞ VE ÜSTÜ TÜKETİCİLER","authors":"Meftune ÖZBAKIR UMUT, Süreyya Karsu, D. Çoknaz, Meltem Nurtanış VELİOĞLU","doi":"10.15659/ppad.15.2.1091849","DOIUrl":"https://doi.org/10.15659/ppad.15.2.1091849","url":null,"abstract":"","PeriodicalId":137040,"journal":{"name":"Pazarlama ve Pazarlama Araştırmaları Dergisi","volume":"132 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133489829","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
YABANCI ÜRÜN SATIN ALMA NİYETİ ÜZERİNDE TÜKETİCİ ETNOSENTRİZMİ VE TÜKETİCİ ZENOSENTRİZMİNİN ETKİSİNİN İNCELENMESİ
Pazarlama ve Pazarlama Araştırmaları Dergisi Pub Date : 1900-01-01 DOI: 10.15659/ppad.15.3.1146987
İlknur KOÇYİĞİT BAYNİŞ, Fatih Gecti
{"title":"YABANCI ÜRÜN SATIN ALMA NİYETİ ÜZERİNDE TÜKETİCİ ETNOSENTRİZMİ VE TÜKETİCİ ZENOSENTRİZMİNİN ETKİSİNİN İNCELENMESİ","authors":"İlknur KOÇYİĞİT BAYNİŞ, Fatih Gecti","doi":"10.15659/ppad.15.3.1146987","DOIUrl":"https://doi.org/10.15659/ppad.15.3.1146987","url":null,"abstract":"","PeriodicalId":137040,"journal":{"name":"Pazarlama ve Pazarlama Araştırmaları Dergisi","volume":"92 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124590391","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
TÜKETİCİ-MARKA ÖZDEŞLEŞMESİNİN DAHA ÇOK ÖDEMEYE ETKİSİ: MATERYALİZM, BENZERLİKTEN KAÇINMA VE DÜRTÜSEL SATIN ALMANIN ROLÜ
Pazarlama ve Pazarlama Araştırmaları Dergisi Pub Date : 1900-01-01 DOI: 10.15659/ppad.15.3.1143929
Şerife KAZANCI SUNAOĞLU, Merve Vardarsuyu
{"title":"TÜKETİCİ-MARKA ÖZDEŞLEŞMESİNİN DAHA ÇOK ÖDEMEYE ETKİSİ: MATERYALİZM, BENZERLİKTEN KAÇINMA VE DÜRTÜSEL SATIN ALMANIN ROLÜ","authors":"Şerife KAZANCI SUNAOĞLU, Merve Vardarsuyu","doi":"10.15659/ppad.15.3.1143929","DOIUrl":"https://doi.org/10.15659/ppad.15.3.1143929","url":null,"abstract":"Consumer-brand identification has been considered an important concept to understand the reasons for establishing long-term brand relationships. Drawing on social identity theory, it is aimed to investigate materialism as an antecedent to and willingness to purchase as a consequence of consumer-brand identification. The moderating roles of similarity avoidance and impulsive buying are also examined. The proposed research model is tested with data from 210 Turkish consumers. Findings demonstrate that materialism increases consumer-brand identification, and this effect is stronger when consumers tend to avoid similarity. Further, consumer-brand identification results in increase in customers’ willingness to pay more. Yet, contrary to expectations, this contribution is weaker in the case of higher impulsive buying. Contributions to the theory and practice are discussed and suggestions for future studies are offered.","PeriodicalId":137040,"journal":{"name":"Pazarlama ve Pazarlama Araştırmaları Dergisi","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130422058","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 1
MARKA ETKİLEŞİMİ VE MARKA DENEYİMİ İLİŞKİSİNDE SOSYAL ETKİ VE MARKA GÜVENİNİN DÜZENLEYİCİ ROLÜ
Pazarlama ve Pazarlama Araştırmaları Dergisi Pub Date : 1900-01-01 DOI: 10.15659/ppad.15.2.1020811
Merve Vardarsuyu
{"title":"MARKA ETKİLEŞİMİ VE MARKA DENEYİMİ İLİŞKİSİNDE SOSYAL ETKİ VE MARKA GÜVENİNİN DÜZENLEYİCİ ROLÜ","authors":"Merve Vardarsuyu","doi":"10.15659/ppad.15.2.1020811","DOIUrl":"https://doi.org/10.15659/ppad.15.2.1020811","url":null,"abstract":"","PeriodicalId":137040,"journal":{"name":"Pazarlama ve Pazarlama Araştırmaları Dergisi","volume":"17 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127544683","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
CONSUMER’E AŞKIN OLAN CONSTRUER’İN KAVRAMSAL ÇERÇEVESİ ÜZERİNE BİR İNCELEME: CONSUMER’İN AŞKIN ZEMİNİ OLARAK THEOSUMER
Pazarlama ve Pazarlama Araştırmaları Dergisi Pub Date : 1900-01-01 DOI: 10.15659/ppad.15.3.1057285
Mehmet Ali Paylan
{"title":"CONSUMER’E AŞKIN OLAN CONSTRUER’İN KAVRAMSAL ÇERÇEVESİ ÜZERİNE BİR İNCELEME: CONSUMER’İN AŞKIN ZEMİNİ OLARAK THEOSUMER","authors":"Mehmet Ali Paylan","doi":"10.15659/ppad.15.3.1057285","DOIUrl":"https://doi.org/10.15659/ppad.15.3.1057285","url":null,"abstract":"","PeriodicalId":137040,"journal":{"name":"Pazarlama ve Pazarlama Araştırmaları Dergisi","volume":"77 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123346155","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
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