Year 2015, Volume 15, Issue 4, Pages 565 - 576 2015-11-01

Are Consumers Really Willing to Pay More for Favorable Brand Associations? The Moderating Role of Product Value and Product Risk Level
Tüketiciler Olumlu Marka Çağrışımları İçin Daha Fazla Ödemeye Gerçekten İstekli mi? Ürün Değeri ve Ürün Risk Düzeyinin Düzenleyici Rolü

Ahmet BAYRAKTAR [1]

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Marka çağrışımlarının tüketici ürün değerlendirmelerine etkisi üzerine çok sayıda çalışma olmasına rağmen, fiyatla ilişkili sonuçlar ihmal edilmiştir. Bu çalışma, marka çağrışımlarının tüketicilerin prim fiyatı ödemeye isteklilikleri üzerine etkisini açıklamayı amaçlamaktadır. İlaveten bu çalışma, ürün değeri ve ürün risk düzeyinin bu etki üzerinde düzenleyici rol oynayıp aynamadığını açıklamaya çalışmaktadır. Amerika ve Türkiye’den elde edilen verileri kullanan bu araştırma göstermiştir ki marka çağrışımları tüketicilerin ödeme isteğini anlamlı ve pozitif bir şekilde etkilemektedir. Ayrıca sonuçlar, ürün değeri ve risk düzeyi yüksek olduğunda tüketicilerin pozitif çağrışımlara sahip markalar için prim fiyatı ödemeye daha çok istekli olduğunu göstermiştir
Despite the prolific research on the effect of brand associations on consumer product evaluations, the price-related consequences remain neglected. This study seeks to explain the effect of brand associations on consumers’ willingness to pay (WTP) a price premium. Moreover, it attempts to explain whether this effect is moderated by product value and product risk level. Utilizing data from both US and Turkey, this study shows that brand associations significantly and positively influence consumers’ WTP. It suggests that favorable brand associations also have price-related consequences. Furthermore, the results suggest that consumers are willing to pay a price premium for favorable brands more for products that have high value and risk level
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Other ID JA34SE38PP
Journal Section Research Article
Authors

Author: Ahmet BAYRAKTAR
Institution: Bozok Üniversitesi

Bibtex @ { eab474650, journal = {Ege Academic Review}, issn = {1303-099X}, address = {Ege University}, year = {2015}, volume = {15}, pages = {565 - 576}, doi = {}, title = {Tüketiciler Olumlu Marka Çağrışımları İçin Daha Fazla Ödemeye Gerçekten İstekli mi? Ürün Değeri ve Ürün Risk Düzeyinin Düzenleyici Rolü}, key = {cite}, author = {BAYRAKTAR, Ahmet} }
APA BAYRAKTAR, A . (2015). Tüketiciler Olumlu Marka Çağrışımları İçin Daha Fazla Ödemeye Gerçekten İstekli mi? Ürün Değeri ve Ürün Risk Düzeyinin Düzenleyici Rolü. Ege Academic Review, 15 (4), 565-576. Retrieved from http://dergipark.org.tr/eab/issue/39945/474650
MLA BAYRAKTAR, A . "Tüketiciler Olumlu Marka Çağrışımları İçin Daha Fazla Ödemeye Gerçekten İstekli mi? Ürün Değeri ve Ürün Risk Düzeyinin Düzenleyici Rolü". Ege Academic Review 15 (2015): 565-576 <http://dergipark.org.tr/eab/issue/39945/474650>
Chicago BAYRAKTAR, A . "Tüketiciler Olumlu Marka Çağrışımları İçin Daha Fazla Ödemeye Gerçekten İstekli mi? Ürün Değeri ve Ürün Risk Düzeyinin Düzenleyici Rolü". Ege Academic Review 15 (2015): 565-576
RIS TY - JOUR T1 - Tüketiciler Olumlu Marka Çağrışımları İçin Daha Fazla Ödemeye Gerçekten İstekli mi? Ürün Değeri ve Ürün Risk Düzeyinin Düzenleyici Rolü AU - Ahmet BAYRAKTAR Y1 - 2015 PY - 2015 N1 - DO - T2 - Ege Academic Review JF - Journal JO - JOR SP - 565 EP - 576 VL - 15 IS - 4 SN - 1303-099X- M3 - UR - Y2 - 2019 ER -
EndNote %0 Ege Academic Review Tüketiciler Olumlu Marka Çağrışımları İçin Daha Fazla Ödemeye Gerçekten İstekli mi? Ürün Değeri ve Ürün Risk Düzeyinin Düzenleyici Rolü %A Ahmet BAYRAKTAR %T Tüketiciler Olumlu Marka Çağrışımları İçin Daha Fazla Ödemeye Gerçekten İstekli mi? Ürün Değeri ve Ürün Risk Düzeyinin Düzenleyici Rolü %D 2015 %J Ege Academic Review %P 1303-099X- %V 15 %N 4 %R %U
ISNAD BAYRAKTAR, Ahmet . "Tüketiciler Olumlu Marka Çağrışımları İçin Daha Fazla Ödemeye Gerçekten İstekli mi? Ürün Değeri ve Ürün Risk Düzeyinin Düzenleyici Rolü". Ege Academic Review 15 / 4 (November 2015): 565-576.