Denizli İlinin Tüketici Temelli Marka Değeri Algısı: Karşılaştırmalı Bir Araştırma

Year 2018, , 41 - 59, 15.10.2018

Bahar Akyıldız Duygu Koçoğlu

https://doi.org/10.17067/asm.428522

Cited By: 1

Abstract

Günümüzde rekabet
yalnızca işletmeler arasında değil aynı zamanda şehirler ve ülkeler arasında da
yaşanmaktadır. Şehirler ve ülkeler daha fazla ziyaretçi ve yatırımcı çekerek
ekonomilerini kalkındırmak için pazarlama faaliyetlerinde markalaşmaya önem vermektedirler.
Bu çalışmanın amacı, Denizli ilinin; sakinleri, ziyaretçileri ve Pamukkale
Üniversitesi öğrencilerinin tüketici temelli marka değeri algısını ölçmektir.
Ayrıca bu gruplar arasındaki farklılıkları ortaya koymak ve marka değerini
oluşturan boyutları, cinsiyet faktörünü dikkate alarak incelemektir.
Araştırmada nicel araştırma yöntemlerinden, anket tekniği kullanılmış, 530 kişi
ile birebir görüşme yapılmıştır. Elde edilen verilerin analizinde, betimsel
analizlerden, güvenilirlik analizi, Pearson korelasyon analizi ve bağımsız
örneklem t-testi gibi istatistiksel testlerden yararlanılmıştır. Araştırma
sonucunda, ziyaretçilerin ve sakinlerin Denizli ilinin marka değeri algısının
öğrencilere göre daha yüksek düzeyde olduğu; erkek katılımcıların, kadın katılımcılara
göre sadece marka imajı boyutunda daha yüksek algıya sahip olduğu tespit
edilmiştir. Ayrıca ziyaretçiler arasında, kadın katılımcılar, erkek
katılımcılara göre, marka farkındalığı ve algılanan kalite boyutunda daha
yüksek algıya sahiptir.

Keywords

Şehir Markalaşması, Şehir Pazarlaması, Marka Değeri

References

• Aaker, D. A., & Biel, A. (2013). Brand Equity & Advertising: Advertising's Role in Building Strong Brands. Psychology Press.
• Anholt, S. (2005). Some Important Distinctions in Place Branding. . Place Branding and Public Diplomacy, 1(2), 116-121.
• Ashworth, G. J., & Voogd, H. (1988). Marketing the City: Concepts, Processes and Dutch Applications. Town Planning Review, 59(1), 65.
• Ashworth, G., & Kavaratzis, M. (2007). Beyond the Logo: Brand Management for Cities. Journal of Brand Management, 16(8), 520-531.
• Ashworth, G. J. (2004). City Branding – Panacea or Blind Alley: Lessons Learned from Groningen, Lecture given at the Department of Planning and Regional Development. University of Thessaly, Volos.
• Baloglu, S., & McCleary, K. W. (1999). A Model of Destination Image Formation. Annals of Tourism Research, 26(4), 868-897.
• Berg, L. V., & Braun, E. (1999). Urban Competitiveness, Marketing and the Need for Organising Capacity. Urban studies, 36(5-6), 987-999.
• Berglund, E., & Olsson, K. (2010, August). Rethinking Place Marketing– A Literature Review. In 50th European Regional Science Association Congress, (s. 19-23).
• Boo, S., Baloglu, S., & Busser, J. (2009). A Model Of Customer-Based Brand Equity And İts Application To Multiple Destinations. Tourism Management, 30(2), 219-231.
• Braun, E. (2008). City Marketing: Towards an Integrated Approach . (No. EPS-2008- 142 ORG).Çetinsöz, B. C., & Altuğer, S. (2013). Antalya İli' nin Marka Değerinin Ölçülmesine Yönelik Bir Araştırma. Anatolia Turizm Araştırmaları Dergisi, 24(2), 200-210.
• Denizli Belediyesi. (2017, 11 02). Denizli'nin Geleceği. http://www.denizli.bel.tr/userfiles/file/denizli_rapor.pdf adresinden alındı
• Faullant, R., Matzler, K., & Füller, J. (2008). The Impact of Satisfaction and Image on Loyalty: The Case of Alpine Ski Resorts. Managing Service Quality. An International Journal, 18(2), 163-178.
• Gegez, A. E. (2007). Pazarlama araştırmaları. Beta Basım Yayım Dağıtım A.Ş.
• Gold, J. R., & Ward, S. V. (1994). Place Promotion: The Use of Publicity and Marketing to Sell Towns and Regions. John Wiley & Son Ltd.
• İlgüner, M., & Asplund, C. (2011). Marka Şehir. İstanbul: Markating Yayınları.
• Im, H. H., Kim, S. S., Elliot, S., & Han, H. (2012). Conceptualizing destination brand equity dimensions from a consumer-based brand equity perspective. Journal of Travel & Tourism Marketing, 29(4), 385-403.
• İri, R., Ünal, M. E., & Tükmen, H. H. (2011). Ġri, Ruhan, Mehmet Emin Ünal, H. Hüseyin Türkmen, Şehir Pazarlamasında Bilinirliğin Önemi: Niğde Yöresinin Bilinirliliğinin Ölçülmesine Yönelik Bir Araştırma. Niğde Üniversitesi IIBF Dergisi, Cilt: 4, Sayı: 1, 81-96.
• İslamoğlu, A. H. (2002). Pazarlama İlkeleri. İstanbul: Beta Yayınları.
• Janiszewska, K., & Insch, A. (2012). The Strategic Importance of Brand Positioning in the Place Brand Concept: Elements, Structure and Application Capabilities. Journal of International Studies, Vol, 5(1).
• Kalandides, A. (2011). The problem with Spatial Identity: Revisiting the “Sense of Place”. Journal of Place Management and Development, 4(1), 28-39.
• Karmowska, J. (2002, January ). Cultural Heritage as an Element of Marketing Strategy in European Historic Cities’. Cultural Heritage Research: a Pan‐European Challenge. s. 139-141.
• Kavaratzis, M., & Ashworth, G. J. (2005). City Branding: An Effective Assertion of Identity or A Transitory Marketing Trick? Tijdschrift Voor Economische en Sociale Geografie, 96(5), 506-514.
• Kavaratzis, M., Warnaby, G., & Ashworth, G. J. (2015). Rethinking Place Branding. Switzerland: Springer International Publishing .
• Keller, K. L. (2013). Strategic Brand Management: Building, Measuring And Managing Brand Equity. New Jersey: Pearson Education Inc.
• Keller, K. L., & Hoeffler, S. (2002). Building Brand Equity through Corporate Societal Marketing. Journal of Public Policy & Marketing, 21(1), 78-89.
• Kotler, P., & Gertner, D. (2002). Country as Brand, Product, and Beyond: A Place Marketing and Brand Management Perspective. The Journal of Brand Management, 9(4), 249-261.
• Kotler, P., Asplund , C., Rein , I., & Haider, D. (1999). Marketing Places Europe. London: Pearson Education Ltd.
• Kotler, P., Haider, D. H., & Rein, I. (1993). Marketing Places Attracting Investment, Industry, zenkerand Tourism to Cities, States and Nations. New York: The Free Press.
• Kutlu, R., Manav, B., & Ertürk, Z. (2011). İstanbul Kıyı Mimarisinin Görsel Matris Üzerinden Kimlik İncelemesi. The Turkish Online Journal of Design, Art and Communication, 6-14.
• Langer, R. (2001). Place Images and Place Marketing. Copenhagen Business School, 20.
• Liouris, C., & Deffner, A. (23-27 August 2005). City Marketing- A Significant Planning Tool for Urban Development in a Globalised Economy. 45th Congress of the European Regional Science Association: "Land Use and Water Management in a Sustainable Network Society", (s. 1-21). Amsterdam, The Netherlands.
• Liu, Y., & Chen, C. (2007). The Effects of Festivals and Special Events on City Image Design. Frontiers of Architecture and Civil Engineering in China, 1(2), 255- 259.
• Lucarelli, A., & Olof Berg, P. (2011). City Branding: A State of the Art Review of the Research Domain. Journal of Place Management and Development, 4(1), 9-27.
• Lynch, K. (1960). The Image of the City (Vol. 11). MIT Press.
• Matlovičová, K. (2008). Place Marketing Process– Theoretical Aspects of Realization. Acta Facultatis Studiorum Humanitatis et Naturae Universitatis Presoviensis. Folia Geographica, č, 12, 195-224.
• Meer, J. v. (1990). The Role of City- Marketing in Urban Management. Rotterdam.
• Metaxas, T. (2007). City Marketing and City Competitiveness: An effort of reviewing the last 25 years. Department of Planning and Regional Development, School of Engineering. University of Thessaly.
• Moilanen, T., & Rainisto, S. (2009). How to Brand Nations, Cities and Destinations: A Planning Book for Place Branding. Springer.
• Morgan, N., Pritchard , A., & Pride, R. (2002). Destination Branding: Creating the Unique Destination Proposition. Butterworth-Heinemann Ltd.
• Morgan, N., Pritchard, A., & Pride, R. (2011). Destination Brands: Managing Place Reputation. Routledge.
• Newman, K. (2001). Interrogating SERVQUAL: A Critical Assessment of Service Quality Measurement in a High Street Retail Bank. International Journal of Bank Marketing, 19(3), 126-139.
• Rainisto, S. K. (2003). Success Factors of Place Marketing: A Study of Place Marketing Practices in Northern Europe and the United States.
• Rainisto, S., & Kotler, P. (2007). Success Factors of Place Branding: A Study of Place Marketing Practices. URL: http://lib. tkk. fi/Diss/2003/isbn9512266849 adresinden alındı
• Sohn, H. S., & Park, C. (1999). International Visitors’ Satisfaction with Pusan City and its Implications for City Marketing. Asia Pacific Journal of Tourism Research, 4(1), 71-76.
• Trueman, M. M., Cornelius, N., & Killingbeck- Widdup, A. J. (2007). Urban Corridors and the Lost City: Overcoming Negative Perceptions to Reposition City Brands. Journal of Brand Management, 15(1), 20-31.
• Tsiotsou, R. H., & Goldsmith, R. E. (2012). Strategic Marketing in Tourism Services. Emerald Group Publishing.
• Wu, Q., & Yu, Y. (2009). City Brand Positioning in Urban Agglomeration: Samples of 8 cities in Yangtze River Delta. In Management and Service Science, 2009. MASS'09. International Conference on (pp. 1-8). IEEE.
• Yapraklı, Ş., & Can, P. (2009). Pazarlama Faaliyetlerinin ve Ailenin Tüketici Temelli Marka Değeri Boyutlarına Etkisi. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 23(1).
• Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of business research, 52(1), 1-14.
• Yoo, B., Donthu, N., & Lee, S. (2000). An Examination of Selected Marketing Mix Elements and Brand Equity. Journal of the Academy of Marketing Science, 28(2), 195-211.
• Zavarattaro, S. (2014). Place Branding through Phases of the Image: Balancing Image and Substance. England: Springer.
• Zenker, S., & Beckmann, S. C. (2013). My Place Is Not Your Place– Different Place Brand Knowledge by Different Target Groups. Journal of Place Management and Development, 6(1), 6-17.
• Zenker, S., Knubben, E., & Beckmann, S. C. (2010, April). Your City, My City, Their City, Our City– Different Perceptions of Place Brands by Diverse Target Groups. In 6th International Conference thought Leaders in Brand Management. Lugano, Switzerland.
• Zhang, L., & Zhao, S. X. (2009). City branding and the Olympic effect: A case study of Beijing. Cities. 26(54), 25-254.