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EFFECTS OF CONSUMER BASED BRAND EQUITY ON PERCEPTION OF COUNTERFEIT BRANDED PRODUCTS

Year 2019, , 189 - 214, 23.04.2019

Salih Yıldız , İbrahim Avcı

https://doi.org/10.29029/busbed.490695
Cited By: 5

Abstract

Nowadays,
counterfeits of original branded products have begun to be produced and
counterfeit branded products have gained a significant share in the world
market. So that, some counterfeit branded products have taken precedence of the
original brands in the subject of dominance of the market. At this point, the
concept of brand value of the firms which produce counterfeit branded product
can not imitate in original branded products have come into prominence. In this
study, it was aimed to determine the effects of consumer-based brand equity
dimensions (brand loyalty, brand awareness, brand associations and perceived
quality) on consumer’s perception of counterfeit branded products. For this
purpose, the students studying at the central campus of Gumushane University
were determined as the main population of the research. The random sampling
method (stratified random sample) was used to represent highly the main
population of the selected sample and a face-to-face questionnaire was applied
to a total of 501 university students from institutes, faculties and higher
schools. The obtained data as a result of the questionnaire were analyzed with
various statistical methods and ıt has been determined that the consumer-based
brand-equity dimensions have positive effects on consumers' perception of
counterfeit branded.

Keywords

Brand Brand Equity Counterfeit Counterfeit Brand SEM

References

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TÜKETİCİ TEMELLİ MARKA DEĞERİNİN TAKLİT MARKALI ÜRÜN ALGISI ÜZERİNDEKİ ETKİSİ

Year 2019, , 189 - 214, 23.04.2019

Salih Yıldız , İbrahim Avcı

https://doi.org/10.29029/busbed.490695
Cited By: 5

Abstract

Günümüzde
orijinal markalı ürünlerin taklitleri üretilmeye başlanmış ve taklit markalı
ürünler dünya pazarında önemli bir paya sahip olmuştur. Öyle ki bazı taklit
markalı ürünler pazara hakim olma konusunda orijinal markalardan bile önce
gelmektedir. Taklit markalı ürün üreten işletmelerin orijinal markalı ürünlerde
taklit edemediği marka değeri kavramı bu noktada büyük önem kazanmaktadır. Bu
çalışmada, tüketici temelli marka değeri boyutlarının (marka sadakati, marka
farkındalığı, marka çağrışımı ve algılanan kalite) tüketicilerin taklit markalı
ürün algıları üzerindeki etkilerini belirlemek amaçlanmıştır. Bu amaç
doğrultusunda Gümüşhane Üniversitesi merkez kampüsünde öğrenim gören öğrenciler
araştırmanın ana kütlesi olarak belirlenmiştir. Seçilecek örneğin ana kütleyi
temsil gücü yüksek olması için tesadüfi örnekleme yöntemlerinden zümrelere göre
örnekleme metodu kullanılmış ve enstitü, fakülte ve yüksekokullardan toplam 501
üniversite öğrencisine yüz yüze anket uygulanmıştır. Anket sonucunda elde edilen
veriler çeşitli istatistiksel yöntemlerle analiz edilmiş ve tüketici temelli
marka değeri boyutlarının tüketicilerin taklit markalı ürün algıları üzerinde
pozitif etkilerinin olduğu tespit edilmiştir.

Keywords

Marka Marka Değeri Taklit Taklit Marka Yem

References

  • AAKER, David Allen (1991), Managing Brand Equity, The Free Press A Division Of Simon & Schuster Inc.
  • AAKER, David Allen (1996), Building Strong Brands, The Free Press, New York, NY.
  • AKKOÇ, Ali Utku (2005), Consumption of counterfeit designer brands: reasons, practices and consequences, The Institute of Economics and Social Sciences of Bilkent University, A Master Thesis-Degree of Master Of Science, Ankara.
  • ALBERS-MILLER, Nancy D. (1999), “Consumer Misbehavior: Why People Buy Illicit Goods”, Journal of Consumer Marketing, 16(3), ss. 273-287
  • ANG, Swee Hoon, Cheng, Peng Sim, Lim, Elison A. C. ve Tambyah, Siok Kuan (2001), “Spot The Difference: Consumer Responses Towards Counterfeits”, Journal of Consumer Marketing, 18(3), ss. 219-235.
  • ATEŞOĞLU, İrfan ve Erdoğan, Hilal Hümeyra (2009), “Hazır Giyim İşletmelerinde Marka Taklitçiliğinin İşletmeler Üzerine Etkisi”, Tekstil Teknolojileri Elektronik Dergisi, 3(2), ss. 43-49.
  • AVCILAR, Mutlu Yüksel (2008), “Tüketici Temelli Marka Değerinin Ölçümü”, Ç.Ü. Sosyal Bilimler Enstitüsü Dergisi, 17(1), ss. 11-30.
  • BALDAUF, Artur, Cravens, Karen S. ve Binder, Gudrun (2003), “Performance Consequences Of Brand Equity Management Evidence From Organizations In The Value Chain”, Journal of Product and Brand Management, 12(4), ss. 220-236.
  • BAMOSSY, Garry ve Scammon, Debra L. (1985), “Product Counterfeiting: Consumers And Manufacturers Beware”, Advances in Consumer Research, 12(1), ss. 334-339.
  • BAYUK, M. Nedim ve Ofluoğlu, Merve (2016), “Tüketicilerin Taklit Ürün Satın Alma Davranışları Üzerine Bir Araştırma”, International Journal of Social Science, 49, ss. 47-62.
  • BEKAR, Aydan ve Olay, Nermin (2015). “İngiliz Turistlerin Taklit Ürün Satın Alma Davranışının İncelenmesi: Fethiye Örneği”, İşletme Araştırmaları Dergisi, 7(1), ss. 360-381.
  • BHARDWAJ, Vertica (2010), The effects of consumer orıentatıons on the consumption of counterfeit luxury brands, Doctor of Philosophy, University of Tennessee, Retail, Hospitality, and Tourism Management, Knoxville.
  • BIAN, Xuemei ve Moutinho, Luiz (2009) “An İnvestigation Of Determinants Of Counterfeit Purchase Consideration”, Journal of Business Research, 62(3), ss. 368–378.
  • BIAN, Xuemei, Wang, Kai Yu, Smith, Andrew ve Yannopoulou, Natalia (2016), “New Insights Into Unethical Counterfeit Consumption”, Journal of Business Research, 69(10), ss. 4249–4258.
  • BIKOFF, James L. (1983) “Counterfeiters Of Industrial Products Posing New Threats To Industrial Buyers”, Management Review, 72(11), ss. 32-34.
  • BUSH, Ronald F., Bloch, Peter H. ve Dawson, Scott. (1989) “Remedies For Product Counterfeiting”, Business Horizons, 32(1), ss. 59-65.
  • CARPENTER, Jason M. ve Lear, Karen (2011) “Consumer Attitudes Toward Counterfeit Fashion Products: Does Gender Matter?”, Journal of Textile and Apparel, Technology and Management, 7(1), ss. 1-16.
  • CHAUDHRY, P. E. ve Walsh, M.G. (1996), “An Assessment Of The Impact Of Counterfeiting In International Markets: The Piracy Paradox Persists”, The COLUMBİA JOURNAL OF WORLD BUSİNESS, 31(3), ss. 34-48.
  • CHEN, Jie, Teng, Lefa, Liu, Shixiong ve Zhu, Huihuang (2015), “Anticipating Regret And Consumers' Preferences For Counterfeit Luxury Products”, Journal of Business Research, 68 (3), ss. 507–515.
  • CHERNATONY, Leslie de ve McDonald, Malcolm (2003), Creating Powerful Brands, Third edition, Elsevier/Butterworth-Heinemann Linacre House.
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There are 96 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Articles
Authors

Salih Yıldız 0000-0002-1002-5960

İbrahim Avcı 0000-0001-9112-5076

Publication Date April 23, 2019
Published in Issue Year 2019

Cite

APA Yıldız, S., & Avcı, İ. (2019). TÜKETİCİ TEMELLİ MARKA DEĞERİNİN TAKLİT MARKALI ÜRÜN ALGISI ÜZERİNDEKİ ETKİSİ. Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 9(17), 189-214. https://doi.org/10.29029/busbed.490695

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