Yeşil Markalaşma Bağlamında Marka İmajı, Marka Bağlılığı ve Marka Sadakati Arasındaki İlişki: Müşteri Katılımının Aracılık Rolü
Özet
Çevresel sorunlar dünyayı daha fazla harekete geçirdikçe, çevresel meseleler hem tüketicilerin hem de işletmelerin temel endişelerinden biri haline gelmektedir. Müşterilerin çevresel istek ve ihtiyaçlarını tatmin etmek için birçok işletme günümüzde yeşil çözüm önerileri geliştirmek zorunda kalmıştır. Yeşil markalar da bu çözüm önerilerinden biridir. Ne var ki yeşil markalar ile ilgili çok az şey bilinmektedir. Bu bağlamda bu çalışma, yeşil markalar bağlamında marka imajı, marka bağlılığı, müşteri katılımı ve marka sadakati arasındaki ilişkiyi incelemeyi amaçlamaktadır. Bu çalışmada, marka imajı bağımsız değişken olarak belirlenirken, müşteri katılımı, marka imajı ve marka bağlılığı ilişkisine aracılık eden aracı değişken olarak belirlenmiştir. Çalışmanın verileri 428 katılımcıdan kolayda örnekleme yoluyla toplanmıştır. Önerilen modelde bulunan değişkenlerin arasındaki ilişkileri incelemek için yapısal eşitlik modeli kullanılmıştır. Çalışmanın bulguları, yeşil markalar için marka imajının müşteri katılımı ve marka bağlılığını anlamlı bir şekilde ve olumlu yönde etkilediğini; müşteri katılımının yeşil markalar için marka bağlılığını anlamlı ve olumlu yönde etkilediğini ve marka bağlılığının da marka sadakatini anlamlı ve olumlu bir şekilde etkilediğini göstermiştir. Ayrıca, marka imajı ve marka bağlılığı arasındaki ilişki üzerinde müşteri katılımının anlamlı bir şekilde kısmı aracılık etkisi olduğu bulunmuştur. Bu bulgular, yeşil sadık müşteriler yaratılmasında marka imajının, marka bağlılığının ve müşteri katılımının artırılmasının önemini vurgulayarak yeşil markaların pazarlanmasından sorumlu olan yöneticilere önemli katkılar sağlamaktadır.
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