Cilt 12 Sayı 1 (2024): Business & Management Studies: An International Journal
Makaleler

Kurumsal sosyal sorumluluk algısının marka vefasına etkisinde marka aşkının aracılık rolü

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  • Emine Anık,
  • Mehmet Tığlı
Emine Anık
Öğretim Görevlisi, T.C. İstanbul Kültür Üniversitesi, İstanbul, Türkiye
Mehmet Tığlı
Prof. Dr., T.C. Marmara Üniversitesi, İstanbul, Türkiye
DOI: https://doi.org/10.15295/bmij.v12i1.2354

Yayınlanmış 2024-03-25

Anahtar Kelimeler

  • Algılanan Kurumsal Sosyal Sorumluluk, Marka Vefası, Marka Aşkı
  • Perceived Corporate Social Responsibility, Brand Fidelity, Brand love

Nasıl Atıf Yapılır

Anık, E., & Tığlı, M. (2024). Kurumsal sosyal sorumluluk algısının marka vefasına etkisinde marka aşkının aracılık rolü. Business & Management Studies: An International Journal, 12(1), 161–175. https://doi.org/10.15295/bmij.v12i1.2354

Telif Hakkı (c) 2024 Emine Anık- Mehmet Tığlı

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Özet

Günümüzde bilgi teknolojilerinin yaygınlaşması ve markalar arası rekabet bilgi odaklı ve sürekli değişen bir tüketici profilinin ortaya çıkmasına yol açmıştır. Yeni tüketiciler değişen beklentileriyle, marka tercihlerinde somut değerlere ek olarak soyut değerleri de önemsemeye başlamışlardır. Markalar da tüketicilerin beklentilerini karşılayarak olumlu desteklerini alabilmek ve sürdülebilir, güçlü ilişkiler kurmak için toplum yararına olan faaliyetlere yönelmişlerdir. Literatürde kurumsal sosyal sorumluluk kavramı olarak karşılaşılan bu faaliyetlerin pazarlama stratejisi olarak kullanılmaya başlandığı söylenebilir. İlgili literatür incelendiğinde kurumsal sosyal sorumluluk faaliyetlerinin tüketici marka ilişkilerinde kritik bir rol oynadığı ve tüketicilerin markalara karşı bilişsel, davranışsal ve duygusal tepkilerini olumlu yönde etkilediği görülmektedir. Bu bağlamda, bu çalışma kurumsal sosyal sorumluluk algısının, yeni bir kavram olarak literatürde yerini alan marka vefasına etkisini ve bu etkide marka aşkının aracılık rolünü ortaya koymayı amaçlamaktadır. Çalışmada e-ticaret markalarından alışveriş yapan 509 nihai tüketiciden toplanan veriler Smart PLS programı kullanılarak değerlendirilmiştir. Yapılan analizler sonucunda kurumsal sosyal sorumluluk algısının marka vefası üzerinde anlamlı olarak etkili olduğu ve bu ilişkide marka aşkının kısmi aracılık rolü olduğu belirlenmiştir.

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