Marka Aktivizmi Otantikliğinin Marka Farkındalığı Ve Algılanan Kalite Üzerindeki Etkisi: Benlik Uyumunun Düzenleyici Rolü
Tarih
2023-06Yazar
Vatansever Uludağ, Gökçe
Ambargo Süresi
Acik erisimÜst veri
Tüm öğe kaydını gösterÖzet
The aim of this study is to examine the effects of brand activism authenticity on brand equity in terms of brand awareness, perceived quality and brand loyalty and to determine the moderating role of self congruity in this relationship. For this purpose, data were collected with the participation of 481 individual consumers living in Turkey in the questionnaire, which was created by giving an example of the brand activism activity of a cosmetic brand.
Structural Equation Modeling method was used to test the hypotheses created. As a result of the analysis, it was concluded that brand activism authenticity had a positive effect on brand awareness, perceived quality and brand loyalty. In addition, it has been observed that self congruity has a moderating effect on the relationship between brand activism authenticity and brand awareness, perceived quality and brand loyalty.
Bağlantı
https://hdl.handle.net/11655/33481Koleksiyonlar
Künye
VATANSEVER ULUDAĞ, Gökçe, Marka Aktivizmi Otantikliğinin Marka Farkındalığı ve Algılanan Kalite Üzerindeki Etkisi: Benlik Uyumunun Düzenleyici Rolü, Yüksek Lisans Tezi, Ankara, 2023İlgili öğeler
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