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TÜKETİCİ TEMELLİ MARKA DENKLİĞİ BİLEŞENLERİ ARASINDAKİ İLİŞKİLER ÜZERİNE BİR ARAŞTIRMA

Year 2017, Issue: 18, 71 - 90, 01.01.2017

Abstract

Tüketici temelli marka denkliği, işletmelerin çok sayıda işletme arasından farklı konumda bulunmasını, markalarının kalitesinin yüksek olarak algılanmasını ve marka sadakati sağlayarak, diğer markalara göre daha güçlü bir rekabet seviyesine sahip olmasını sağlayan önemli bir pazarlama stratejisidir. Bu kapsamda, araştırmanın amacı tüketici temelli marka denkliğini oluşturan bileşenlerin, birbirleri arasındaki ilişkileri ortaya koymaktır. Ayrıca çalışmada, tüketicilerin marka denkliğini genel olarak hangi düzeyde algıladıkları, tüketici temelli marka denkliğinin bu çalışmada hangi bileşenlerden meydana geldiği, bu bileşenlerin algılanma düzeyleri de belirlenmeye çalışılmıştır.

Araştırma, TR81 Düzey 2 Bölgesi olarak ifade edilen Zonguldak, Karabük ve Bartın illerindeki XYZ markasını tercih eden 357 tüketici üzerinde gerçekleştirilmiştir. Elde edilen analiz sonuçlarına göre, tüketici temelli marka denkliğinin; marka farkındalığı/çağrışımı, algılanan kalite ve marka sadakati olmak üzere 3 faktörden oluştuğu ve bu faktörlerden marka farkındalığı/çağrışımının algılanan kaliteyi güçlü ve pozitif şekilde etkilediği, yine marka farkındalığı/çağrışımı ve algılanan kalitenin marka sadakatini pozitif ve anlamlı şekilde etkilediği belirlenirken, marka sadakatine en büyük etkiyi algılanan kalitenin yapmış olduğu tespit edilmiştir.

References

  • Aaker, A. David ve Damien Mcloughlin (2007) Strategic Market Management, Business & Economics, ISBN: 978-0-470-05986-9, New York, USA.
  • Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name, New York: The Free Press.
  • Atılgan, Eda (2005); “Marka Değeri Belirleyicilerinin Uluslararası Analizi”, Yayımlanmamış Doktora Tezi, Akdeniz Üniversitesi Sosyal Bilimler Enstitüsü İşletme Anabilim Dalı, Antalya.
  • Broyles, S. A., Leingpibul, T., Ross, R. H. & Foster, B. M. (2010). Brand equity’s antecedent/consequence relationships in cross-cultural settings. Journal of Product & Brand Management, 19(3), 159–169.
  • Castro, Jorge M. Oliveira, Gordon R. Foxall, Victoria K. James, Roberta H.B.F. Pohl, Moema B. Dias ve Shing W. Chang (2008); “Consumerbased Brand Equity And Brand Performance”, The Service Industries Journal, Cilt 28, Sayı 4, s. 445-461.
  • Chang, Pao-Long ve Ming-Hua Chieng (2006), “Building Consumer-Brand Relationship: A Cross-Cultural Experiential View”, Psychology & Marketing, 23(11), 927-959.
  • Cobb-Walgren, C. J., Ruble, C. A., & Donthu, N. (1995). Brand Equity, Brand Preference, And Purchase Intent. Journal of Advertising, 24 (3), 25-40.
  • Dick, Alan S. ve Kunal Basu (1994); “Customer Loyalty: Toward an İntegrated Conceptual Framework”, Journal of the Academy of Marketing Science, Cilt 22, Sayı 2, s. 99-113.
  • Erdem, Tülin and Joffre Swait (1998), “Brand Equity as a Signa ing Phenomenon,” Journal of Consumer Psychology, 7 (April).
  • Erdil, T. Sabri ve Yeşim Uzun, (2010); Marka olmak, Beta Basım A.Ş., İstanbul.
  • Esch, Franz-Rudolf, Tobias Langner, Bernd H. Schmitt ve Patrick Geus (2006); “Are Brands Forever? How Brand Knowledge And Relationships Affect Current And Future Purchases”, Journal of Product & Brand Management, Cilt 15, Sayı 2, s. 98-105.
  • Farquhar, P.H (1989) “Managing Brand Equity”, Journal of Marketing Research, Vol. 2: s. 24-33.
  • Galbreath, Jeremy ve Tom Rogers (1999); "Customer Relationship Leadership: a Leadership and Motivation Model for the Twenty-First Century Business", The TQM Magazine, Cilt 11, Sayı 3, s. 161-171.
  • Hoeffler, Steve ve Kevin Lane Keller (2003); “The Marketing Advantages of Strong Brands”, Brand Management, Cilt 10, Sayı 6, s. 421-445.
  • Jung, Jaehee ve Eun-Young Sung (2008) “Consumer-Based Brand Equity”, Journal of Fashion Marketing and Management, Vol. 12, No. 1: 24-35.
  • Kamakura, A. Wagner ve Gary J. Russell (1989); “A Probabilistic Choice Model for Market Segmentation and Brand Equity”, Journal of Marketing Research, Vol. 26, No. 4: 379-390.
  • Kamakura, A. Wagner ve Gary, J. Russell (1993) “Measuring Brand Value with Scanner Data”, International Journal of Research in Marketing, Vol. 10: 9-26.
  • Kayaman, Rüçhan., Arasli, Hüseyin (2007); “Customer Based Brand Equity: Evidence From the Hotel Industry”, Managing Service Quality 17, 92-109.
  • Keller, K. L. (1993) “Conceptualizing, Measuring and Managing Customer Based Brand Equity”, Journal of Marketing, 57 (January), 1- 22.
  • Kim, Kyung Hoon, Kang Sik Kim, Dong Yul Kim, Jong Ho Kim ve Suk Hou Kang (2008); “Brand Equity in Hospital Marketing”, Journal of Business Research, Cilt 61, Sayı 1, s. 75-82.
  • Knapp, D. E. (2000). Marka Aklı. Ankara: MediaCat Yayınları.
  • Kotler, Philip ve Kevin Lane Keller (2006); Marketing Management, Twelfth Edition, Upper Saddle River, New Jersey: Pearson Education Inc.
  • Lassar, W., Mıttal B., Sharma, A.; (1995), “Measuring Customer- Based Brand Equity”, Journal Of Consumer Marketing, Vol:12, No:4, S.11-19.
  • Marangoz, Mehmet (2007) “Tüketici Davranışı Temeline Göre Marka Değerinin Ölçülmesine Yönelik Bir Araştırma”, Öneri Dergisi, Cilt. 7, Sayı. 28: 87-96.
  • Mcınnıs, Dan J; Sam Shapıro Ve G. Manı (1999), “Enhancing Brand Awarness Through Brand Symbols”, Advances İn Costumer Research, Vol 26; 601-608.
  • Merisavo, Marco ve Mika Raulas (2004); “The Impact Of E-Mail Marketing On Brand Loyalty”, Journal Of Product and Brand Management, Cilt 13, Sayı 7, s. 498-505.
  • Oliver, Richard L. (1999); “Whence Consumer Loyalty?”, Journal of Marketing, Cilt 63, s. 33-44.
  • Pappu, Ravi ve Quester, Pascal. (2006).”Does Costumer Satisfaction Lesd To Improved Brand Equity? An Empirical Examination Of Two Catagories Of Retail Brands”. Journal Of Product & Brand Management. University Of Adelaide. Australia. 1 November 2006.Ss.4-14
  • Park, Chan Su ve Balaji V. Srinivasan (1994) “A Survey –Based Method for Measuring and Understanding Brand Equity and It’s Extendability”, Journal of Marketing Research, Vol. 31: 271-288.
  • Pitta, Dennis A. ve Lea Prevel Katsanis (1995); “Understanding Brand Equity For Successful Brand Extension”, Journal Of Consumer Marketing, Cilt 12, Sayı 4, s. 51-64.
  • Sinha, A. ve Ravi Pappu (1998) Parcelling of the Sub Components of Consumer- Based Brand Equity Using Factorial Survey: An Empirical Investigation in the New Zelland Consumer Electronics Sector, Australia New Zelland Marketing Academy Conference.
  • Swaıt, J; T. Erdem; J. Louviere; C. Dubelaar (1993) "The Equalization Price: A Measure of Consumer – Perceived Brand Equity”, International Journal of Research in Marketing, Vol. 10, No. 1: 23-45.
  • Tong, Xiao ve Jana M. Hawley (2009) “Measuring Customer-Based Brand Equity: Emprical Evidence from the Sportswear Market in China”, Journal of Product Management, Vol 18. No. 4: 262-271.
  • Uztuğ, Ferruh. ‘Markan Kadar Konuş: Marka İletişimi Stratejileri’, 2. Baskı, Mediacat, Kocaeli 2003.
  • Vazquez, Rodolfo; Belen A. Rio; Victor Iglesias (2002) “Consumer-Based Brand Equity: Development and Validation of a Measurement Instrument”, Journal of Marketing Management, Vol. 18, No. 1/2: 27-48.
  • Wood, Lisa (2000); “Brands And Brand Equity: Definition And Management”, Management Decision, Cilt 38, Sayı 9, s. 662-669.
  • Yoo, Boonghee ve Naveen Donthu (2001); “Developing And Validating A Multidimensional Consumer-Based Brand”, Journal Of Business Research, Cilt 52, Sayı 1, s. 1-14.
  • Zeithaml, V. A. (1988). Consumer Perceptions Of Price, Quality, And Value: A Meansend Model And Synthesis Of Evidence. The Journal Of Marketing, 52(3), 2-22.
Year 2017, Issue: 18, 71 - 90, 01.01.2017

Abstract

References

  • Aaker, A. David ve Damien Mcloughlin (2007) Strategic Market Management, Business & Economics, ISBN: 978-0-470-05986-9, New York, USA.
  • Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name, New York: The Free Press.
  • Atılgan, Eda (2005); “Marka Değeri Belirleyicilerinin Uluslararası Analizi”, Yayımlanmamış Doktora Tezi, Akdeniz Üniversitesi Sosyal Bilimler Enstitüsü İşletme Anabilim Dalı, Antalya.
  • Broyles, S. A., Leingpibul, T., Ross, R. H. & Foster, B. M. (2010). Brand equity’s antecedent/consequence relationships in cross-cultural settings. Journal of Product & Brand Management, 19(3), 159–169.
  • Castro, Jorge M. Oliveira, Gordon R. Foxall, Victoria K. James, Roberta H.B.F. Pohl, Moema B. Dias ve Shing W. Chang (2008); “Consumerbased Brand Equity And Brand Performance”, The Service Industries Journal, Cilt 28, Sayı 4, s. 445-461.
  • Chang, Pao-Long ve Ming-Hua Chieng (2006), “Building Consumer-Brand Relationship: A Cross-Cultural Experiential View”, Psychology & Marketing, 23(11), 927-959.
  • Cobb-Walgren, C. J., Ruble, C. A., & Donthu, N. (1995). Brand Equity, Brand Preference, And Purchase Intent. Journal of Advertising, 24 (3), 25-40.
  • Dick, Alan S. ve Kunal Basu (1994); “Customer Loyalty: Toward an İntegrated Conceptual Framework”, Journal of the Academy of Marketing Science, Cilt 22, Sayı 2, s. 99-113.
  • Erdem, Tülin and Joffre Swait (1998), “Brand Equity as a Signa ing Phenomenon,” Journal of Consumer Psychology, 7 (April).
  • Erdil, T. Sabri ve Yeşim Uzun, (2010); Marka olmak, Beta Basım A.Ş., İstanbul.
  • Esch, Franz-Rudolf, Tobias Langner, Bernd H. Schmitt ve Patrick Geus (2006); “Are Brands Forever? How Brand Knowledge And Relationships Affect Current And Future Purchases”, Journal of Product & Brand Management, Cilt 15, Sayı 2, s. 98-105.
  • Farquhar, P.H (1989) “Managing Brand Equity”, Journal of Marketing Research, Vol. 2: s. 24-33.
  • Galbreath, Jeremy ve Tom Rogers (1999); "Customer Relationship Leadership: a Leadership and Motivation Model for the Twenty-First Century Business", The TQM Magazine, Cilt 11, Sayı 3, s. 161-171.
  • Hoeffler, Steve ve Kevin Lane Keller (2003); “The Marketing Advantages of Strong Brands”, Brand Management, Cilt 10, Sayı 6, s. 421-445.
  • Jung, Jaehee ve Eun-Young Sung (2008) “Consumer-Based Brand Equity”, Journal of Fashion Marketing and Management, Vol. 12, No. 1: 24-35.
  • Kamakura, A. Wagner ve Gary J. Russell (1989); “A Probabilistic Choice Model for Market Segmentation and Brand Equity”, Journal of Marketing Research, Vol. 26, No. 4: 379-390.
  • Kamakura, A. Wagner ve Gary, J. Russell (1993) “Measuring Brand Value with Scanner Data”, International Journal of Research in Marketing, Vol. 10: 9-26.
  • Kayaman, Rüçhan., Arasli, Hüseyin (2007); “Customer Based Brand Equity: Evidence From the Hotel Industry”, Managing Service Quality 17, 92-109.
  • Keller, K. L. (1993) “Conceptualizing, Measuring and Managing Customer Based Brand Equity”, Journal of Marketing, 57 (January), 1- 22.
  • Kim, Kyung Hoon, Kang Sik Kim, Dong Yul Kim, Jong Ho Kim ve Suk Hou Kang (2008); “Brand Equity in Hospital Marketing”, Journal of Business Research, Cilt 61, Sayı 1, s. 75-82.
  • Knapp, D. E. (2000). Marka Aklı. Ankara: MediaCat Yayınları.
  • Kotler, Philip ve Kevin Lane Keller (2006); Marketing Management, Twelfth Edition, Upper Saddle River, New Jersey: Pearson Education Inc.
  • Lassar, W., Mıttal B., Sharma, A.; (1995), “Measuring Customer- Based Brand Equity”, Journal Of Consumer Marketing, Vol:12, No:4, S.11-19.
  • Marangoz, Mehmet (2007) “Tüketici Davranışı Temeline Göre Marka Değerinin Ölçülmesine Yönelik Bir Araştırma”, Öneri Dergisi, Cilt. 7, Sayı. 28: 87-96.
  • Mcınnıs, Dan J; Sam Shapıro Ve G. Manı (1999), “Enhancing Brand Awarness Through Brand Symbols”, Advances İn Costumer Research, Vol 26; 601-608.
  • Merisavo, Marco ve Mika Raulas (2004); “The Impact Of E-Mail Marketing On Brand Loyalty”, Journal Of Product and Brand Management, Cilt 13, Sayı 7, s. 498-505.
  • Oliver, Richard L. (1999); “Whence Consumer Loyalty?”, Journal of Marketing, Cilt 63, s. 33-44.
  • Pappu, Ravi ve Quester, Pascal. (2006).”Does Costumer Satisfaction Lesd To Improved Brand Equity? An Empirical Examination Of Two Catagories Of Retail Brands”. Journal Of Product & Brand Management. University Of Adelaide. Australia. 1 November 2006.Ss.4-14
  • Park, Chan Su ve Balaji V. Srinivasan (1994) “A Survey –Based Method for Measuring and Understanding Brand Equity and It’s Extendability”, Journal of Marketing Research, Vol. 31: 271-288.
  • Pitta, Dennis A. ve Lea Prevel Katsanis (1995); “Understanding Brand Equity For Successful Brand Extension”, Journal Of Consumer Marketing, Cilt 12, Sayı 4, s. 51-64.
  • Sinha, A. ve Ravi Pappu (1998) Parcelling of the Sub Components of Consumer- Based Brand Equity Using Factorial Survey: An Empirical Investigation in the New Zelland Consumer Electronics Sector, Australia New Zelland Marketing Academy Conference.
  • Swaıt, J; T. Erdem; J. Louviere; C. Dubelaar (1993) "The Equalization Price: A Measure of Consumer – Perceived Brand Equity”, International Journal of Research in Marketing, Vol. 10, No. 1: 23-45.
  • Tong, Xiao ve Jana M. Hawley (2009) “Measuring Customer-Based Brand Equity: Emprical Evidence from the Sportswear Market in China”, Journal of Product Management, Vol 18. No. 4: 262-271.
  • Uztuğ, Ferruh. ‘Markan Kadar Konuş: Marka İletişimi Stratejileri’, 2. Baskı, Mediacat, Kocaeli 2003.
  • Vazquez, Rodolfo; Belen A. Rio; Victor Iglesias (2002) “Consumer-Based Brand Equity: Development and Validation of a Measurement Instrument”, Journal of Marketing Management, Vol. 18, No. 1/2: 27-48.
  • Wood, Lisa (2000); “Brands And Brand Equity: Definition And Management”, Management Decision, Cilt 38, Sayı 9, s. 662-669.
  • Yoo, Boonghee ve Naveen Donthu (2001); “Developing And Validating A Multidimensional Consumer-Based Brand”, Journal Of Business Research, Cilt 52, Sayı 1, s. 1-14.
  • Zeithaml, V. A. (1988). Consumer Perceptions Of Price, Quality, And Value: A Meansend Model And Synthesis Of Evidence. The Journal Of Marketing, 52(3), 2-22.
There are 38 citations in total.

Details

Journal Section Articles
Authors

Cenk Murat Koçoğlu

Ramazan Aksoy

Publication Date January 1, 2017
Published in Issue Year 2017 Issue: 18

Cite

APA Koçoğlu, C. M., & Aksoy, R. (2017). TÜKETİCİ TEMELLİ MARKA DENKLİĞİ BİLEŞENLERİ ARASINDAKİ İLİŞKİLER ÜZERİNE BİR ARAŞTIRMA. Uluslararası İktisadi Ve İdari İncelemeler Dergisi(18), 71-90.

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