Araştırma Makalesi
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CONSUMERS RESPONSE TO INTRINSIC AND EXTRINSIC CUES OF OLIVE OIL: A QUANTITATIVE RESEARCH

Yıl 2015, Cilt: 3 Sayı: 1, 61 - 84, 06.01.2016

Öz

Olive oil becomes agenda more with the development of health-consciousness in consumers in recent years. Olive oil as juice of olive fruit is healthy and complex with inherent specific attributes, and much more expensive than its competitors. Olive oil adds value to consumers with its intrinsic cues such as taste, smell, color and extrinsic cues such as brand, type, region of origin, packaging. This study investigates the effect of twelve different intrinsic and extrinsic cues associated with the olive oil on attitude toward product, product image and consumers’ willingness to pay premium. The data of the research model were collected by a questionnaire from olive oil consumers selected by convenience sampling method with face to face interview, and analyzed with Smart Partial Least Squares (PLS) structural equation modeling. The findings of the research demonstrate that the effects of intrinsic and extrinsic cues are significant on attitude, image and consumers’ willingness to pay premium. This study contributes both academic literature and practitioners by determining the consumer response to the cues of olive oil.

Kaynakça

  • AA, 2015 http://aa.com.tr/tr/turkiye/zeytinyagi-tuketimi-katlandi/59582 (Erişim 18.12.2015)
  • Aaker, D.A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name, The Free Press, New York (Aktaran, Woon, L.S., 2011)
  • Aaker, D.A. ve Keller, K.L. (1990). “Consumer evaluations of brand extensions”, Journal of Marketing, 54(1), 27-41.
  • Altunışık, R., Coşkun, R., Bayraktaroğlu, S. ve Yıldırım, E. (2010). Sosyal Bilimlerde Araştırma Yöntemleri SPSS Uygulamalı, 6. Baskı, Sakarya Yayıncılık, Sakarya, 266.
  • Anderson, N.H. (1981). Foundations of Information Integration Theory, The Academic Press, New York.
  • Anselmsson, J., Bondesson, N.V. ve Johansson, U. (2014). “Brand image and customers’ willingness to pay a price premium for food brands”, Journal of Product & Brand Management, 23 (2), 90-102.
  • Anselmsson, J., Johansson, U. ve Persson, N. (2007). “Understanding price premium for grocery products: a conceptual model of customer-based brand equity”, Journal of Product & Brand Management, 16 (6), 401-414.
  • Bagozzi, R. P. ve Yi, Y. (1988). “On the evaluation of structural equation models”, Journal of the Academy of Marketing Science, 16(1), 74-94.
  • Baker, D.A. ve Crompton, J.L. (2000). “Quality, Satisfaction And Behavioral Intentions”, Annals Of Tourism Research, 27 (3), 785-804.
  • Baker, D.A. ve Crompton, J.L. (2000). “Quality, Satisfaction And Behavioral Intentions”, Annals Of Tourism Research, 27 (3), 785-804.
  • Bendini, A., Cerretani, L., Carrasco-Pancorbo, A., Gomez-Caravaca, A. M., Segura-Carretero, A., Fernandez-Gutierrez, A. (2007). “Phenolic molecules in virgin olive oils: A survey of their sensory properties, health effects, antioxidant activity and analytical methods. An overview of the last decade”, Molecules, 12(8), 1679-1719.
  • Bevilacqua, M., Ciarapica, F.E. ve Marchetti, B. (2012). “Development and test of a new fuzzy-QFD approach for characterizing customers rating of extra virgin olive oil”, Food Quality and Preference, 24, 75-84.
  • Biel, A.L. (1992). “How brand image drives brand equity”, Journal of Advertising Research, Nov/Dec, 9.
  • Caporale, G., Policastro, S., Carlucci, A. ve Monteleone, E. (2006). “Consumer expectations for sensory properties in virgin olive oils”, Food Quality and Preference, 17, 116-125.
  • Chin, W., (1998). The partial least squares approach to structural equation modeling. In: Marcoulides, G.A. (Ed.), Modern Methods for Business Research, Lawrence Erlbaum Associates Publisher, Mahwah, New Jersey, 295-336.
  • Collange, V. (2008). “The impact of brand name substitution on product evaluation and purchase intention”, Recherche et Applications en Marketing, 23 (2), 1-17
  • Dekhili, S. ve d’Hauteville, F. (2009). “Effect of the region of origin on the perceived quality of olive oil: An experimental approach using a control group”, Food Quality and Preference, 20 (7), 525-532.
  • Dekhili, S., Sirieix, L. ve Cohen, E. (2011). “How consumers choose olive oil: The importance of origin cues”, Food Quality and Preference, 22, 757-762.
  • Delgado, C. ve Guinard, J.X. (2011). “How do consumer hedonic ratings for extra virgin olive oil relate to quality ratings by experts and descriptive analysis ratings?”, Food Quality and Preference, 22, 213-225.
  • Finotti, E., Bersani, A. M., ve Bersani, E. (2007). “Total quality indexes for extra-virgin olive oils”, Journal of Food Quality, 30 (6), 911-931.
  • Fishbein, M. ve Ajzen, I. (1975). “Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research”, Reading, MA: Addison-Wesley.
  • Fishbein, M. ve Manfredo, M.J. (1992). “A Theory of Behaviour Chang, In: Manfredo, M.J. Editor, (1992), Influencing Human Behavior: Theory and Applications in Recreation”, Tourism and Natural Resources Management, Sagamore, Champaign IL, 29-50.
  • Fornell, C. ve Larcker, D.F. (1981). “Evaluating structural models with unobservables variables and measurement error”, Journal of Marketing Research, 28, 39-50.
  • Gefen, D. ve Straub, D.W. (2003). “A practical guide to factorial validity using PLS-graph: tutorial and annotated example”, Communications of the AIS, 16, 91-109.
  • Hair, J.F., Black, W.C., Babin, B.J. ve Anderson, R.E. (2010). Multivariate Data Analysis, 7e, Prentice Hall, Upper Saddle River.
  • Hair, J.F., Hult, G.T.M., Ringle, C.M. ve Sarstedt, M. (2014). A Primer On Partial Least Squares Structural Equation Modeling (PLS-SEM), SAGE Publications.
  • Hair, J.F., Sarstedt, M., Ringle, C.M. ve Mena, J.A. (2012). “An assessment of the use of partial least squares structural equation modeling in marketing research”, Journal of the Academy of Marketing Science, 40 (3), 414-433.
  • Hulland, J. (1999). “Use of partial least squares (PLS) in strategic management research: A review of four recent studies”, Strategic Management Journal, 20 (2), 195-204.
  • IOC, 2015 International Olive Council (Uluslararası Zeytin Konseyi) http://www.internationaloliveoil.org/ (erişim 10.03.2015).
  • Janssen, M. ve Hamm, U. (2012). “Product labelling in the market for organic food: Consumer preferences and willingness-to-pay for different organic certification logos”, Food Quality and Preference, 25, 9-22.
  • Kalogeras, N., Valchovska, S., Baourakis, G. ve Kalaitzis, P. (2009). “Dutch Consumers' Willingness to Pay for Organic Olive Oil”, Journal of International Food & Agribusiness Marketing, 21, 286-311.
  • Keller, K.L. (1993). “Conceptualizing, measuring, and managing consumer-based brand equity”, Journal of Marketing, 57 (1), 1-22.
  • Keller, K.L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e, Global Edition, Pearson.
  • Kotler, P. ve Armstrong, G. (2014). Principles of Marketing, 15e, Global Edition, Pearson.
  • Krystallis, A., ve Ness, M. (2005). “Consumer preferences for quality foods from a South European perspective: A conjoint analysis implementation on Greek olive oil”, International Food and Agribusiness Management Review, 8 (2), 62-91.
  • Lagrange, L. ve Trognon, L. (1995). Produits alimentaires des terroirs du Massif Central. Collection «Etudes» (p. 80). ENITAC 1.
  • MacKenzie, S.B., Lutz, R.J. ve Belch, G.E. (1986). “The role of attitude the ad as a mediator of advertising effectiveness: a test of competing explanations”, Journal of Marketing Research, 23, 130-143.
  • Martin, G.S. ve Brown, T.J. (1991). “In search of brand equity: the conceptualization and measurement of the brand impression construct”, Proceedings of the AMA Winter Conference, 431-438.
  • Martinez, M.G., Aragones Z., A. ve Poole, N. (2002). “A repositioning strategy for olive oil in the UK market”, Agribusiness, 18 (2), 163-180.
  • Matsatsinis, N. F., Grigoroudis, E. ve Samaras, A. P. (2007). “Comparing distributors’ judgements to buyers’ preferences: A consumer value analysis in the Greek olive oil market”, International Journal of Retail & Distribution Management, 35 (5), 342-362.
  • Menapace, L., Colson, G., Grebitus, C. ve Facendola, M. (2011). “Consumers’ preferences for geographical origin labels: evidence from the Canadian olive oil market”, European Review of Agricultural Economics, 38 (2), 193-212.
  • Mitchell, A.A. (1986). “The effect of verbal and visual components of advertisements on brand attitudes and attitude toward the advertisement”, Journal of Consumer Research, 13, 12-24.
  • Netemeyer, R.G., Krishnan, B., Pullig, C., Wang, G., Yagci, M., Dean, D., Ricks, J. ve Wirth, F. (2004). “Developing and validating measures of facets of customer-based brand equity”, Journal of Business Research, 57 (2), 209-224.
  • Rababah, T.M., Feng, H., Yang, W., Eriefej, K. ve Al-Omoush, M., (2011). “Effects of type of packaging material on physicochemical and sensory properties of olive oil”, International Journal of Agricultural & Biological Engineering, 4 (4), 66-72.
  • Sandalidou, E., ve Baourakis, G. (2002). “Customers’ perspectives on the quality oforganic olive oil in Greece. A satisfaction evaluation approach”, British Food Journal, 104 (3/4/5), 391-406.
  • Santosa, M., Abdi, H. ve Guinard, J.X. (2010). “A modified sorting task to investigate consumer perceptions of extra virgin olive oils”, Food Quality and Preference, 21, 881-892.
  • Scarpa, R. ve Del Giudice, T. (2004). “Market segmentation via mixed logit: extra-virgin olive oil in urban Italy”, Journal of Agricultural and Food Industrial Organization, 2 (7), 1-20.
  • Servili, M., Selvaggini, R., Esposto, S., Taticchi, A., Montedoro, G. ve Morozzi, G. (2004). “Health and sensory properties of virgin olive oil hydrophilic phenols: Agronomic and technological aspects of production that affect their occurrence in the oil”, Journal of Chromatography A, 1054 (1-2), 113-127.
  • Stefani, G., Romano, D. ve Cavicchi, A. (2006). “Consumer expectations, liking and willingness to pay for specialty foods: Do sensory characteristics tell the whole story?”, Food Quality and Preference, 17, 53-62.
  • Tenenhaus, M., Vinzi, V.E., Chatelin, Y.M. ve Lauro, C. (2005). “PLS path modeling”, Computational Statistics & Data Analysis, 48, 159-205.
  • Tikkanen, I. ve Vaariskoski, M. (2010). “Attributes and benefits of branded bread: case Artesaani”, British Food Journal, 112 (9), 1033-1043.
  • Toklu, İ.T. (2007). Marka Algılaması Ve Örnek Bir Olay İnceleme, Yüksek Lisans Projesi, Kocaeli Üniversitesi, Kocaeli.
  • Toklu, İ.T. ve Tuygun Toklu, A. (2015). “Ürün Adı Değişimi İle Yapılan Yeniden Markalamaya Tüketici Tepkisi: Yapısal Eşitlik Modellemesi Yaklaşımı”, Yayınlanmamış makale.
  • Toklu, İ.T., Ustaahmetoğlu, A. ve Öztürk Küçük, H. (2015). “Tüketicilerin Coğrafik İşaretli Ürün Algısı ve Daha Fazla Fiyat Ödeme İsteği: Yapısal Eşitlik Modellemesi Yaklaşımı”, Yayınlanmamış makale.
  • Trichopoulos, D. ve Lagiou, P. (2007). “Mediterranean diet and overall mortality differences in the European Union”, Public Health Nutrition, 7(07), 949-951.
  • Tripoli, E., Giammanco, M., Tabacchi, G., Di Majo, D., Giammanco, S., ve La Guardia, M. (2004). “The phenolic compounds of olive oil: Structure, biological activity and beneficial effects on human health”, Nutrition Research Reviews, 18 (01), 98-112.
  • Van der Lans, I.A., Van Ittersum, K., De Cicco, A. ve Loseby, M. (2001). “The role of the region of origin and EU certificates of origin in consumer evaluation of food products”, European Review of Agricultural Economics, 28, 451-477.
  • Van Ittersum, K. (2001). The Role of Region of Origin in Consumer Decision-Making and Choice, Ph.D. thesis, Social Sciences (s. 85), Mansholt Graduate School of Social Sciences: Wageningen.
  • Woon, L.S. (2011). How customers assess rebranding strategy: The impact of perceived brand image similarity and loyalty before rebranding, M. Phil Thesis, The HK Polytechnic University.
  • Yıldırım, S., Alnıaçık, Ü., Özbek, V. ve Koç, F. (2010). “Küresel ekonomik kriz döneminde zeytinyaği üretim işletmelerinin karşılaştığı pazarlama sorunları ve çözüm önerileri: Edremit körfezi örneği”, Yönetim ve Ekonomi Araştırmaları Dergisi, 14, 177-192.

ZEYTİNYAĞININ İÇSEL VE DIŞSAL İŞARETLERİNE TÜKETİCİLERİN TEPKİSİ: NİCEL BİR ARAŞTIRMA

Yıl 2015, Cilt: 3 Sayı: 1, 61 - 84, 06.01.2016

Öz


Tüketicilerde sağlık bilincinin gelişmesiyle birlikte zeytinyağı son yıllarda daha fazla gündeme gelmektedir. Zeytin meyvesinin suyu olan zeytinyağı sağlıklı olmakla birlikte kendine özgü özelliklere sahip, kompleks ve rakiplerine göre çok daha pahalı bir yağdır. Zeytinyağı tat, koku, renk gibi içsel ve marka, tip, menşei bölge, ambalaj gibi dışsal işaretlerle tüketicilerde değer oluşturmaktadır. Bu çalışma zeytinyağı ile ilişkili tanımlanan on iki farklı işaretin ürüne yönelik tutuma, ürün imajına ve tüketicilerin daha fazla ödeme isteğine etkisini araştırmaktadır. Araştırma modelinin verileri kolayda örnekleme yöntemiyle seçilen zeytinyağı tüketicileriyle yapılan yüz yüze anketle elde edilmiş ve Smart En Küçük Kısmi Kareler (PLS) yapısal eşitlik modellemesi ile analiz edilmiştir. Araştırmanın bulguları içsel ve dışsal işaretlerin tutum, imaj ve daha fazla ödeme isteğinde etkili olduğunu göstermektedir. Çalışma zeytinyağı işaretlerine tüketicilerin tepkisini belirleyerek hem akademik literatüre hem de uygulayıcılara katkı sunmaktadır.

Kaynakça

  • AA, 2015 http://aa.com.tr/tr/turkiye/zeytinyagi-tuketimi-katlandi/59582 (Erişim 18.12.2015)
  • Aaker, D.A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name, The Free Press, New York (Aktaran, Woon, L.S., 2011)
  • Aaker, D.A. ve Keller, K.L. (1990). “Consumer evaluations of brand extensions”, Journal of Marketing, 54(1), 27-41.
  • Altunışık, R., Coşkun, R., Bayraktaroğlu, S. ve Yıldırım, E. (2010). Sosyal Bilimlerde Araştırma Yöntemleri SPSS Uygulamalı, 6. Baskı, Sakarya Yayıncılık, Sakarya, 266.
  • Anderson, N.H. (1981). Foundations of Information Integration Theory, The Academic Press, New York.
  • Anselmsson, J., Bondesson, N.V. ve Johansson, U. (2014). “Brand image and customers’ willingness to pay a price premium for food brands”, Journal of Product & Brand Management, 23 (2), 90-102.
  • Anselmsson, J., Johansson, U. ve Persson, N. (2007). “Understanding price premium for grocery products: a conceptual model of customer-based brand equity”, Journal of Product & Brand Management, 16 (6), 401-414.
  • Bagozzi, R. P. ve Yi, Y. (1988). “On the evaluation of structural equation models”, Journal of the Academy of Marketing Science, 16(1), 74-94.
  • Baker, D.A. ve Crompton, J.L. (2000). “Quality, Satisfaction And Behavioral Intentions”, Annals Of Tourism Research, 27 (3), 785-804.
  • Baker, D.A. ve Crompton, J.L. (2000). “Quality, Satisfaction And Behavioral Intentions”, Annals Of Tourism Research, 27 (3), 785-804.
  • Bendini, A., Cerretani, L., Carrasco-Pancorbo, A., Gomez-Caravaca, A. M., Segura-Carretero, A., Fernandez-Gutierrez, A. (2007). “Phenolic molecules in virgin olive oils: A survey of their sensory properties, health effects, antioxidant activity and analytical methods. An overview of the last decade”, Molecules, 12(8), 1679-1719.
  • Bevilacqua, M., Ciarapica, F.E. ve Marchetti, B. (2012). “Development and test of a new fuzzy-QFD approach for characterizing customers rating of extra virgin olive oil”, Food Quality and Preference, 24, 75-84.
  • Biel, A.L. (1992). “How brand image drives brand equity”, Journal of Advertising Research, Nov/Dec, 9.
  • Caporale, G., Policastro, S., Carlucci, A. ve Monteleone, E. (2006). “Consumer expectations for sensory properties in virgin olive oils”, Food Quality and Preference, 17, 116-125.
  • Chin, W., (1998). The partial least squares approach to structural equation modeling. In: Marcoulides, G.A. (Ed.), Modern Methods for Business Research, Lawrence Erlbaum Associates Publisher, Mahwah, New Jersey, 295-336.
  • Collange, V. (2008). “The impact of brand name substitution on product evaluation and purchase intention”, Recherche et Applications en Marketing, 23 (2), 1-17
  • Dekhili, S. ve d’Hauteville, F. (2009). “Effect of the region of origin on the perceived quality of olive oil: An experimental approach using a control group”, Food Quality and Preference, 20 (7), 525-532.
  • Dekhili, S., Sirieix, L. ve Cohen, E. (2011). “How consumers choose olive oil: The importance of origin cues”, Food Quality and Preference, 22, 757-762.
  • Delgado, C. ve Guinard, J.X. (2011). “How do consumer hedonic ratings for extra virgin olive oil relate to quality ratings by experts and descriptive analysis ratings?”, Food Quality and Preference, 22, 213-225.
  • Finotti, E., Bersani, A. M., ve Bersani, E. (2007). “Total quality indexes for extra-virgin olive oils”, Journal of Food Quality, 30 (6), 911-931.
  • Fishbein, M. ve Ajzen, I. (1975). “Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research”, Reading, MA: Addison-Wesley.
  • Fishbein, M. ve Manfredo, M.J. (1992). “A Theory of Behaviour Chang, In: Manfredo, M.J. Editor, (1992), Influencing Human Behavior: Theory and Applications in Recreation”, Tourism and Natural Resources Management, Sagamore, Champaign IL, 29-50.
  • Fornell, C. ve Larcker, D.F. (1981). “Evaluating structural models with unobservables variables and measurement error”, Journal of Marketing Research, 28, 39-50.
  • Gefen, D. ve Straub, D.W. (2003). “A practical guide to factorial validity using PLS-graph: tutorial and annotated example”, Communications of the AIS, 16, 91-109.
  • Hair, J.F., Black, W.C., Babin, B.J. ve Anderson, R.E. (2010). Multivariate Data Analysis, 7e, Prentice Hall, Upper Saddle River.
  • Hair, J.F., Hult, G.T.M., Ringle, C.M. ve Sarstedt, M. (2014). A Primer On Partial Least Squares Structural Equation Modeling (PLS-SEM), SAGE Publications.
  • Hair, J.F., Sarstedt, M., Ringle, C.M. ve Mena, J.A. (2012). “An assessment of the use of partial least squares structural equation modeling in marketing research”, Journal of the Academy of Marketing Science, 40 (3), 414-433.
  • Hulland, J. (1999). “Use of partial least squares (PLS) in strategic management research: A review of four recent studies”, Strategic Management Journal, 20 (2), 195-204.
  • IOC, 2015 International Olive Council (Uluslararası Zeytin Konseyi) http://www.internationaloliveoil.org/ (erişim 10.03.2015).
  • Janssen, M. ve Hamm, U. (2012). “Product labelling in the market for organic food: Consumer preferences and willingness-to-pay for different organic certification logos”, Food Quality and Preference, 25, 9-22.
  • Kalogeras, N., Valchovska, S., Baourakis, G. ve Kalaitzis, P. (2009). “Dutch Consumers' Willingness to Pay for Organic Olive Oil”, Journal of International Food & Agribusiness Marketing, 21, 286-311.
  • Keller, K.L. (1993). “Conceptualizing, measuring, and managing consumer-based brand equity”, Journal of Marketing, 57 (1), 1-22.
  • Keller, K.L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e, Global Edition, Pearson.
  • Kotler, P. ve Armstrong, G. (2014). Principles of Marketing, 15e, Global Edition, Pearson.
  • Krystallis, A., ve Ness, M. (2005). “Consumer preferences for quality foods from a South European perspective: A conjoint analysis implementation on Greek olive oil”, International Food and Agribusiness Management Review, 8 (2), 62-91.
  • Lagrange, L. ve Trognon, L. (1995). Produits alimentaires des terroirs du Massif Central. Collection «Etudes» (p. 80). ENITAC 1.
  • MacKenzie, S.B., Lutz, R.J. ve Belch, G.E. (1986). “The role of attitude the ad as a mediator of advertising effectiveness: a test of competing explanations”, Journal of Marketing Research, 23, 130-143.
  • Martin, G.S. ve Brown, T.J. (1991). “In search of brand equity: the conceptualization and measurement of the brand impression construct”, Proceedings of the AMA Winter Conference, 431-438.
  • Martinez, M.G., Aragones Z., A. ve Poole, N. (2002). “A repositioning strategy for olive oil in the UK market”, Agribusiness, 18 (2), 163-180.
  • Matsatsinis, N. F., Grigoroudis, E. ve Samaras, A. P. (2007). “Comparing distributors’ judgements to buyers’ preferences: A consumer value analysis in the Greek olive oil market”, International Journal of Retail & Distribution Management, 35 (5), 342-362.
  • Menapace, L., Colson, G., Grebitus, C. ve Facendola, M. (2011). “Consumers’ preferences for geographical origin labels: evidence from the Canadian olive oil market”, European Review of Agricultural Economics, 38 (2), 193-212.
  • Mitchell, A.A. (1986). “The effect of verbal and visual components of advertisements on brand attitudes and attitude toward the advertisement”, Journal of Consumer Research, 13, 12-24.
  • Netemeyer, R.G., Krishnan, B., Pullig, C., Wang, G., Yagci, M., Dean, D., Ricks, J. ve Wirth, F. (2004). “Developing and validating measures of facets of customer-based brand equity”, Journal of Business Research, 57 (2), 209-224.
  • Rababah, T.M., Feng, H., Yang, W., Eriefej, K. ve Al-Omoush, M., (2011). “Effects of type of packaging material on physicochemical and sensory properties of olive oil”, International Journal of Agricultural & Biological Engineering, 4 (4), 66-72.
  • Sandalidou, E., ve Baourakis, G. (2002). “Customers’ perspectives on the quality oforganic olive oil in Greece. A satisfaction evaluation approach”, British Food Journal, 104 (3/4/5), 391-406.
  • Santosa, M., Abdi, H. ve Guinard, J.X. (2010). “A modified sorting task to investigate consumer perceptions of extra virgin olive oils”, Food Quality and Preference, 21, 881-892.
  • Scarpa, R. ve Del Giudice, T. (2004). “Market segmentation via mixed logit: extra-virgin olive oil in urban Italy”, Journal of Agricultural and Food Industrial Organization, 2 (7), 1-20.
  • Servili, M., Selvaggini, R., Esposto, S., Taticchi, A., Montedoro, G. ve Morozzi, G. (2004). “Health and sensory properties of virgin olive oil hydrophilic phenols: Agronomic and technological aspects of production that affect their occurrence in the oil”, Journal of Chromatography A, 1054 (1-2), 113-127.
  • Stefani, G., Romano, D. ve Cavicchi, A. (2006). “Consumer expectations, liking and willingness to pay for specialty foods: Do sensory characteristics tell the whole story?”, Food Quality and Preference, 17, 53-62.
  • Tenenhaus, M., Vinzi, V.E., Chatelin, Y.M. ve Lauro, C. (2005). “PLS path modeling”, Computational Statistics & Data Analysis, 48, 159-205.
  • Tikkanen, I. ve Vaariskoski, M. (2010). “Attributes and benefits of branded bread: case Artesaani”, British Food Journal, 112 (9), 1033-1043.
  • Toklu, İ.T. (2007). Marka Algılaması Ve Örnek Bir Olay İnceleme, Yüksek Lisans Projesi, Kocaeli Üniversitesi, Kocaeli.
  • Toklu, İ.T. ve Tuygun Toklu, A. (2015). “Ürün Adı Değişimi İle Yapılan Yeniden Markalamaya Tüketici Tepkisi: Yapısal Eşitlik Modellemesi Yaklaşımı”, Yayınlanmamış makale.
  • Toklu, İ.T., Ustaahmetoğlu, A. ve Öztürk Küçük, H. (2015). “Tüketicilerin Coğrafik İşaretli Ürün Algısı ve Daha Fazla Fiyat Ödeme İsteği: Yapısal Eşitlik Modellemesi Yaklaşımı”, Yayınlanmamış makale.
  • Trichopoulos, D. ve Lagiou, P. (2007). “Mediterranean diet and overall mortality differences in the European Union”, Public Health Nutrition, 7(07), 949-951.
  • Tripoli, E., Giammanco, M., Tabacchi, G., Di Majo, D., Giammanco, S., ve La Guardia, M. (2004). “The phenolic compounds of olive oil: Structure, biological activity and beneficial effects on human health”, Nutrition Research Reviews, 18 (01), 98-112.
  • Van der Lans, I.A., Van Ittersum, K., De Cicco, A. ve Loseby, M. (2001). “The role of the region of origin and EU certificates of origin in consumer evaluation of food products”, European Review of Agricultural Economics, 28, 451-477.
  • Van Ittersum, K. (2001). The Role of Region of Origin in Consumer Decision-Making and Choice, Ph.D. thesis, Social Sciences (s. 85), Mansholt Graduate School of Social Sciences: Wageningen.
  • Woon, L.S. (2011). How customers assess rebranding strategy: The impact of perceived brand image similarity and loyalty before rebranding, M. Phil Thesis, The HK Polytechnic University.
  • Yıldırım, S., Alnıaçık, Ü., Özbek, V. ve Koç, F. (2010). “Küresel ekonomik kriz döneminde zeytinyaği üretim işletmelerinin karşılaştığı pazarlama sorunları ve çözüm önerileri: Edremit körfezi örneği”, Yönetim ve Ekonomi Araştırmaları Dergisi, 14, 177-192.
Toplam 60 adet kaynakça vardır.

Ayrıntılar

Bölüm MAKALELER
Yazarlar

İsmail Tamer Toklu

Arzu Tuygun Toklu

Yayımlanma Tarihi 6 Ocak 2016
Gönderilme Tarihi 19 Şubat 2017
Kabul Tarihi 27 Mayıs 2015
Yayımlandığı Sayı Yıl 2015 Cilt: 3 Sayı: 1

Kaynak Göster

APA Toklu, İ. T., & Tuygun Toklu, A. (2016). ZEYTİNYAĞININ İÇSEL VE DIŞSAL İŞARETLERİNE TÜKETİCİLERİN TEPKİSİ: NİCEL BİR ARAŞTIRMA. International Review of Economics and Management, 3(1), 61-84.