MARKAYA SAHİP OLAN VE OLMAYAN TÜKETİCİLERİN MARKAYA YÖNELİK KREDİBİLİTE VE DEĞER ALGISI FARKI

Yıl 2016, Sayı: 16, 139 - 152, 16.12.2015

Ulun Akturan Zehra Bozbay

https://doi.org/10.18092/ijeas.13411

Cited By: 1

Öz

Bu çalışmanın amacı marka sahibi olan ve olmayan tüketicilerin marka kredibilitesi ve değer algılamaları açısından farklılaşıp farklılaşmadığının tespit edilmesidir. Güçlü markalar yaratma noktasında marka kredibilitesi ve algılanan değer iki önemli araçtır. Literatürde marka sahibi olan ve olmayan müşterilere ilişkin memnuniyet ve risk algılarını inceleyen pek çok çalışma bulunmakla birlikte sahiplik düzeyine göre marka kredibilite  ve değer algılarına ilişkin çalışma bulunmamaktadır. Buradan harekete bu çalışma hem bu boşluğu doldurmayı hem de marka yönetimine ilişkin olarak yapılacak çalışmalara farklı bir bakış açısı kazandırmayı hedeflemektedir.  Çalışmada yüz yüze anket tekniği kullanılarak 458 geçerli anket toplanmıştır. Araştırma bulguları, markaya sahip olan ve olmayan tüketicilerin marka kredibilitesi ve fonksiyonel değer, duygusal değer ve parasal değer algılamaları açısından farklılaştığını ortaya koymuştur. Buna ek olarak, marka sahibi olanlar olmayanlara oranla daha olumsuz algılara sahip oldukları saptanmıştır.

Anahtar Kelimeler: Marka Kredibilitesi, Algılanan Değer, Marka Sahipliği, T Testi.  

JEL Sınıflandırması: M31

 BRAND CREDIBILITY AND VALUE PERCEPTION DIFFERENCES BETWEEN BRAND OWNERS AND NON-OWNERS

ABSTRACT         

The aim of this study is to determine differences between brand credibility and value perceptions of brand owners and non-owners. Brand credibility and perceived value are two important tools to create strong brands. In the literature there are many studies examining satisfaction and risk perception differences between brand owners and non-owners but there are no study regarding the brand credibility and value perceptions based on the brand ownership. In this context, 458 valid questionnaires were collected using face-to-face survey. Research findings revealed that brand owners and non-owners have significant differences in terms of brand credibility and functional value, emotional value and monetary value perceptions. In addition, it is found that brand owners compared to non-owners have more negative perceptions towards the brand.

Keywords: Brand Credibility, Perceived Value, Brand Ownership, T Test

JEL Classification: M31

Anahtar Kelimeler

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Kaynakça

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