Year 2018, Volume 11, Issue 2, Pages 80 - 95 2018-12-28

AKILLI CİHAZ KULLANICILARININ MARKA SADAKATLERİNİ ETKİLEYEN FAKTÖRLER ÜZERİNE BİR ARAŞTIRMA

Tuğba Uzunkaya [1] , Cemal Yükselen [2]

41 85

Teknolojinin hızla gelişmesiyle, akıllı cihazlar daha fonksiyonel ve ayırt edici özelliklere sahip hale gelmiştir. Özellikle iletişim teknolojisi, her geçen gün daha yaratıcı yeniliklerle, tüketicilere ürünlerini sunmaktadır. Tüketicileri için akıllı cihazların ayırt edici özellikleri hakkında bilgilendirmeleri, diğer bir deyişle marka farkındalığı yaratmaları firmalar için son derece önemlidir. Ancak marka farkındalığının yaratılması, rekabetin yoğun olarak yaşandığı rekabet ortamında yeterli değildir. Tüketicilerin zihninde markaya üstünlük katan algılanan kalite düzeyi arttırılmalı ve olumlu marka bağlılığı yaratılarak geliştirilmelidir.

Çalışmanın amacı; akıllı cihaz alımında algılanan kalite, marka farkındalığı ve marka imajının marka sadakatini olumlu yönde etkileyip etkilemediğini analiz etmektir. Ayrıca bu etkinin tüketicilerin cinsiyet, yaş grupları, gelir dağılımı ve öğrenim düzeyine göre farklılık gösterip göstermediği de incelenmiştir. 
marka sadakat, algılanan kalite, marka farkındalığı, marka imaj, akıllı cihazlar
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Primary Language tr
Subjects Social
Journal Section Articles
Authors

Author: Tuğba Uzunkaya (Primary Author)
Country: Turkey


Author: Cemal Yükselen

Bibtex @research article { bujss411694, journal = {Beykent Üniversitesi Sosyal Bilimler Dergisi}, issn = {1307-5063}, eissn = {2667-4955}, address = {Beykent University}, year = {2018}, volume = {11}, pages = {80 - 95}, doi = {10.18221/bujss.411694}, title = {AKILLI CİHAZ KULLANICILARININ MARKA SADAKATLERİNİ ETKİLEYEN FAKTÖRLER ÜZERİNE BİR ARAŞTIRMA}, key = {cite}, author = {Uzunkaya, Tuğba and Yükselen, Cemal} }
APA Uzunkaya, T , Yükselen, C . (2018). AKILLI CİHAZ KULLANICILARININ MARKA SADAKATLERİNİ ETKİLEYEN FAKTÖRLER ÜZERİNE BİR ARAŞTIRMA. Beykent Üniversitesi Sosyal Bilimler Dergisi, 11 (2), 80-95. DOI: 10.18221/bujss.411694
MLA Uzunkaya, T , Yükselen, C . "AKILLI CİHAZ KULLANICILARININ MARKA SADAKATLERİNİ ETKİLEYEN FAKTÖRLER ÜZERİNE BİR ARAŞTIRMA". Beykent Üniversitesi Sosyal Bilimler Dergisi 11 (2018): 80-95 <http://dergipark.org.tr/bujss/issue/40552/411694>
Chicago Uzunkaya, T , Yükselen, C . "AKILLI CİHAZ KULLANICILARININ MARKA SADAKATLERİNİ ETKİLEYEN FAKTÖRLER ÜZERİNE BİR ARAŞTIRMA". Beykent Üniversitesi Sosyal Bilimler Dergisi 11 (2018): 80-95
RIS TY - JOUR T1 - AKILLI CİHAZ KULLANICILARININ MARKA SADAKATLERİNİ ETKİLEYEN FAKTÖRLER ÜZERİNE BİR ARAŞTIRMA AU - Tuğba Uzunkaya , Cemal Yükselen Y1 - 2018 PY - 2018 N1 - doi: 10.18221/bujss.411694 DO - 10.18221/bujss.411694 T2 - Beykent Üniversitesi Sosyal Bilimler Dergisi JF - Journal JO - JOR SP - 80 EP - 95 VL - 11 IS - 2 SN - 1307-5063-2667-4955 M3 - doi: 10.18221/bujss.411694 UR - https://doi.org/10.18221/bujss.411694 Y2 - 2018 ER -
EndNote %0 Beykent Üniversitesi Sosyal Bilimler Dergisi AKILLI CİHAZ KULLANICILARININ MARKA SADAKATLERİNİ ETKİLEYEN FAKTÖRLER ÜZERİNE BİR ARAŞTIRMA %A Tuğba Uzunkaya , Cemal Yükselen %T AKILLI CİHAZ KULLANICILARININ MARKA SADAKATLERİNİ ETKİLEYEN FAKTÖRLER ÜZERİNE BİR ARAŞTIRMA %D 2018 %J Beykent Üniversitesi Sosyal Bilimler Dergisi %P 1307-5063-2667-4955 %V 11 %N 2 %R doi: 10.18221/bujss.411694 %U 10.18221/bujss.411694
ISNAD Uzunkaya, Tuğba , Yükselen, Cemal . "AKILLI CİHAZ KULLANICILARININ MARKA SADAKATLERİNİ ETKİLEYEN FAKTÖRLER ÜZERİNE BİR ARAŞTIRMA". Beykent Üniversitesi Sosyal Bilimler Dergisi 11 / 2 (December 2018): 80-95. https://doi.org/10.18221/bujss.411694