Year 2019, Volume 9, Issue 17, Pages 189 - 214 2019-04-23

TÜKETİCİ TEMELLİ MARKA DEĞERİNİN TAKLİT MARKALI ÜRÜN ALGISI ÜZERİNDEKİ ETKİSİ
EFFECTS OF CONSUMER BASED BRAND EQUITY ON PERCEPTION OF COUNTERFEIT BRANDED PRODUCTS

Salih YILDIZ [1] , İbrahim AVCI [2]

19 68

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.

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.

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Primary Language tr
Subjects Management
Journal Section Articles
Authors

Orcid: 0000-0002-1002-5960
Author: Salih YILDIZ
Institution: GÜMÜŞHANE ÜNİVERSİTESİ, GÜMÜŞHANE İKTİSADİ VE İDARİ BİLİMLER FAKÜLTESİ
Country: Turkey


Orcid: 0000-0001-9112-5076
Author: İbrahim AVCI
Institution: GÜMÜŞHANE ÜNİVERSİTESİ, SOSYAL BİLİMLER MESLEK YÜKSEKOKULU
Country: Turkey


Bibtex @research article { busbed490695, journal = {Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi}, issn = {1309-6672}, eissn = {2618-6322}, address = {Bingol University}, year = {2019}, volume = {9}, pages = {189 - 214}, doi = {10.29029/busbed.490695}, title = {TÜKETİCİ TEMELLİ MARKA DEĞERİNİN TAKLİT MARKALI ÜRÜN ALGISI ÜZERİNDEKİ ETKİSİ}, key = {cite}, author = {YILDIZ, Salih and AVCI, İbrahim} }
APA YILDIZ, S , AVCI, İ . (2019). TÜKETİCİ TEMELLİ MARKA DEĞERİNİN TAKLİT MARKALI ÜRÜN ALGISI ÜZERİNDEKİ ETKİSİ. Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 9 (17), 189-214. DOI: 10.29029/busbed.490695
MLA YILDIZ, S , AVCI, İ . "TÜKETİCİ TEMELLİ MARKA DEĞERİNİN TAKLİT MARKALI ÜRÜN ALGISI ÜZERİNDEKİ ETKİSİ". Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 9 (2019): 189-214 <http://busbed.bingol.edu.tr/issue/44814/490695>
Chicago YILDIZ, S , AVCI, İ . "TÜKETİCİ TEMELLİ MARKA DEĞERİNİN TAKLİT MARKALI ÜRÜN ALGISI ÜZERİNDEKİ ETKİSİ". Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 9 (2019): 189-214
RIS TY - JOUR T1 - TÜKETİCİ TEMELLİ MARKA DEĞERİNİN TAKLİT MARKALI ÜRÜN ALGISI ÜZERİNDEKİ ETKİSİ AU - Salih YILDIZ , İbrahim AVCI Y1 - 2019 PY - 2019 N1 - doi: 10.29029/busbed.490695 DO - 10.29029/busbed.490695 T2 - Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi JF - Journal JO - JOR SP - 189 EP - 214 VL - 9 IS - 17 SN - 1309-6672-2618-6322 M3 - doi: 10.29029/busbed.490695 UR - https://doi.org/10.29029/busbed.490695 Y2 - 2019 ER -
EndNote %0 Bingöl University Journal of Social Sciences Institute TÜKETİCİ TEMELLİ MARKA DEĞERİNİN TAKLİT MARKALI ÜRÜN ALGISI ÜZERİNDEKİ ETKİSİ %A Salih YILDIZ , İbrahim AVCI %T TÜKETİCİ TEMELLİ MARKA DEĞERİNİN TAKLİT MARKALI ÜRÜN ALGISI ÜZERİNDEKİ ETKİSİ %D 2019 %J Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi %P 1309-6672-2618-6322 %V 9 %N 17 %R doi: 10.29029/busbed.490695 %U 10.29029/busbed.490695
ISNAD YILDIZ, Salih , AVCI, İbrahim . "TÜKETİCİ TEMELLİ MARKA DEĞERİNİN TAKLİT MARKALI ÜRÜN ALGISI ÜZERİNDEKİ ETKİSİ". Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 9 / 17 (April 2019): 189-214. https://doi.org/10.29029/busbed.490695