Kurumsal Sosyal Sorumluluk, Tüketici-Firma Özdeşleşmesi, Marka Prestiji ve Satın Alma Niyeti Arasındaki İlişki

Hilal Özden Özdemir Çakır

doi:10.21645/intermedia.2020.92

Kurumsal Sosyal Sorumluluk, Tüketici-Firma Özdeşleşmesi, Marka Prestiji ve Satın Alma Niyeti Arasındaki İlişki

Hilal Özden Özdemir Çakır

Abstract

Bu makale, kurumsal sosyal sorumluluk, tüketici-firma özdeşleşmesi, marka prestiji ve satın alma niyeti arasındaki ilişkiyi analiz etmektedir. Araştırma kısmında toplamda 270 tüketici üzerinde anket uygulanmıştır. Elde edilen bulgulara göre ku- rumsal sosyal sorumluluk imajının, marka prestiji ve tüketici-firma özdeşleşmesi üzerinde pozitif etkisi vardır. Marka presti- ji, tüketici-firma özdeşleşmesini pozitif olarak etkilemektedir. Tüketici-firma özdeşleşmesi ise satın alma davranışını olumlu olarak etkilemektedir. Tüketici-firma özdeşleşmesi aynı zamanda kurumsal sosyal sorumluluk imajının tüketicilerin satın alma niyetine olan etkisini yönlendirmektedir. Bu sonuç göstermektedir ki kurumsal sosyal sorumluluk imajı tüketicilerin firma ile özdeşleşmesini sağlamakta ve bu da satın alma niyetine olumlu yansımaktadır.

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DOI: http://dx.doi.org/10.21645/intermedia.2020.92