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ERKEK HAZIR GİYİM SEKTÖRÜNDE TÜKETİCİ TEMELLİ MARKA DEĞERİNİN ÖLÇÜLMESİNE YÖNELİK BİR ARAŞTIRMA

Year 2020, Volume: 1 Issue: 1, 73 - 93, 30.09.2020

Abstract

Giriş: Günümüzde pek çok markayı içerisinde barındıran erkek hazır giyim sektörü, müşteri tercihlerinde ve pazar çevresinde yaşanan değişimlerin etkisiyle daha da rekabetçi bir hale gelmiştir. Rekabetin üst seviyelerde yaşandığı günümüz pazar koşullarında başarılı olmak ve varlıklarını sürdürmek için sektörde yer alan işletmelerin müşteri perspektifinden markalarını değerlendirmeleri ve diğer rekabetçi faaliyetlerden koruyarak satın almayı teşvik edebilmeleri için tüketici temelli marka değerine odaklanmaları kritik önemde görülmektedir. Amaç: Bu çalışmanın amacı; günümüz tüketicileri perspektifinden erkek hazır giyim markaları için tüketici temelli marka değeri boyutlarını belirlemek ve bu boyutların marka sadakati üzerindeki etkisini incelemektir. Yöntem: Bu çalışmada tanımlayıcı araştırma tasarımı kapsamında bir araştırma modeli kurgulanmış ve bu modelde yer alan ilişkiler incelenmiştir. Analizler için ihtiyaç duyulan veriler online olarak hazırlanan bir anket aracılığı ile 318 tüketicinin katılımıyla elde edilmiştir. Tüketici temelli marka değeri boyutlarının belirlenmesinde faktör analizi ve araştırma modelinde yer alan hipotezleri test etmek üzere regresyon analizi kullanılmıştır. Bulgular: Günümüz pazar koşulları ve müşteri değerlendirmeleri doğrultusunda erkek hazır giyim markaları için tüketici temelli marka değerinin yedi boyuttan oluştuğu ve her bir boyutun marka sadakati üzerinde olumlu yönde etkisi olduğu belirlenmiştir.

References

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Year 2020, Volume: 1 Issue: 1, 73 - 93, 30.09.2020

Abstract

References

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  • Ekinci, Y. (2001). The validation of the generic service quality dimensions: an alternative Approach. Journal of Retailing and Consumer Services, 8(6), 311-324. https://doi.org/10.1016/S0969-6989(00)00037-0
  • Ekinci, Y., Dawes, P. L. ve Massey, G. R. (2008). An extended model of the antecedents and consequences of consumer satisfaction for hospitality services. European Journal of Marketing, 42(1/2), 35-68. https://doi.org/10.1108/03090560810840907
  • Escalas, J. E. ve Bettman, J.R. (2003). You Are What They Eat: The Influence of Reference Groups on Consumers' Connections to Brands. JOURNAL OF CONSUMER PSYCHOLOGY, 13(3), 339-348.
  • Farquhar, P. H. (1989). Managing Brand Equity. Marketing Research, 1(3), 24-33.
  • Fayrene, C. ve Lee, G. C. (2011). CUSTOMER-BASED BRAND EQUITY: A LITERATURE REVIEW. International Refereed Research Journal, 2(1), 33-42. Erişim Adresi http://www.researchersworld.com/vol2/PAPER_04.pdf
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  • Graeff, T.R.(1996). Image Congruence Effects on Product Evaluations: The Role of Sel Monitoring and Public/ Private Consumption. Psychology & Marketing, 13(5), 481- 499.
  • Grönroos, C.(1984). A Service Quality Model and its Marketing Implications. European Journal of Marketing, 18(4), 36-44.
  • Hair, J. F., Black, W. C., Babin, B. J. ve Anderson, R. E. (2014). Multivariate Data Analysis (7nd. ed.). Edinburgh: Pearson Education Limited
  • Hapsari, L., ve Adiwijaya, M.(2014). The Relationship Between Self-Congruity, Brand Relationship Quality, and Brand Loyalty. Asian Journal of Business Research, 4(2), 28- 39. İslamoğlu, A. H. ve Fırat, D. (2011), Stratejik Marka Yönetimi, İstanbul: Beta Basım A.Ş. İstanbul Hazır Giyim ve Konfeksiyon İhracatçıları Birliği. (2020). 2019 Yılı Dünya
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There are 62 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Research Articles
Authors

Enes Yılmazer 0000-0002-8393-3388

Sima Nart 0000-0002-8264-9828

Publication Date September 30, 2020
Submission Date June 6, 2020
Published in Issue Year 2020 Volume: 1 Issue: 1

Cite

APA Yılmazer, E., & Nart, S. (2020). ERKEK HAZIR GİYİM SEKTÖRÜNDE TÜKETİCİ TEMELLİ MARKA DEĞERİNİN ÖLÇÜLMESİNE YÖNELİK BİR ARAŞTIRMA. Balıkesir Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 1(1), 73-93.