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SANATTA MARKA DENEYİMİNİN ZİYARETÇİ MEMNUNİYETİ VE MARKA İMAJI ALGISI ÜZERİNDEKİ ETKİLERİNİN İLGİLENİM DÜZEYİNE GÖRE İNCELENMESİ: İSTANBUL BİENALİ ÜZERİNE BİR ARAŞTIRMA

Year 2021, , 217 - 247, 01.06.2021

Zeynep Agan Oylum Korkut Altuna

https://doi.org/10.14514/BYK.m.26515393.2021.9/1.217-247

Abstract

Bu araştırma sanatta marka deneyiminin ziyaretçi memnuniyeti ve marka imajı üzerindeki etkilerini konu almakta ve bu etkileri ziyaretçilerin ilgilenim düzeylerine göre incelemeyi amaçlamaktadır. Araştırma dahilinde yürütülen anket çalışmasında İstanbul Bienali’ne katılmış ziyaretçilere ulaşılmaya çalışılmış, 15. İstanbul Bienali’nin gerçekleştiği mekanlardan biri olan İstanbul Modern’de anket çalışması yürütülmüştür. Toplamda elde edilen 355 anketten 337 tanesinin kullanılabilir olduğu görülmüş ve elde edilen veriler hem bütün örneklem için hem de ilgilenim düzeyi gruplaması yapılarak analizlere tabi tutulmuştur. Çalışmada genel marka deneyiminin hem düşük hem de yüksek ilgilenime sahip katılımcılar göz önüne alındığında, ziyaretçi memnuniyeti ve marka imajını açıklayabildiği görülmüştür. Marka deneyiminin alt boyutlarının etkileri incelendiğinde ise duyusal ve bilişsel boyutun, memnuniyet ve imajı açıklamada etkili olduğu tespit edilmiştir.

Keywords

Sanat Pazarlaması Deneyim Pazarlaması Marka İmajı Memnuniyet İlgilenim Bienal

References

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Year 2021, , 217 - 247, 01.06.2021

Zeynep Agan Oylum Korkut Altuna

https://doi.org/10.14514/BYK.m.26515393.2021.9/1.217-247

Abstract

References

  • Aaker D.A., Kumar V., Day G.S., Lawley M. & Stewart D. (2007) Marketing research (2. Baskı) New York: Wiley
  • Addis, M., & Holbrook, M. B. (2001). On the conceptual link between mass customisation and experiential consumption: An explosion of subjectivity. Journal of Consumer Behaviour. 1. 50-66. doi: 10.1002/cb.53.
  • Aksatan, M., & Aykol, B. (2013). Akış Teorisinin Müze Ziyaretlerine Uygulanabilirliğine Dair Kavramsal Bir Model ve Araştırma Önerileri. Pazarlama ve Pazarlama Araştırmaları Dergisi. 12. 69-90.
  • Altunel, M., & Günlü, E. (2015). Deneyimleme Kalitesi, Algılanan Değer ve Memnuniyetin Müze Ziyaretçilerinin Tavsiye Etme Eğilimi Üzerindeki Etkisi. Anatolia Turizm Araştırmaları Dergisi. 26. 191-206. doi: 10.17123/atad.vol26iss251332.
  • Anderson, E., & Sullivan, M. (1993). The Antecedents and Consequences of Customer Satisfaction for Firms. Marketing Science. 12(2). 125-143.
  • Anderson, E., Fornell, C., & Lehmann, D. (1994). Customer Satisfaction, Market Share, and Profitability: Findings from Sweden. Journal of Marketing. 58(3). 53-66.
  • Başar, B., & Hassan, A. (2015). Kültür ve sanat faaliyetlerinde deneyimsel pazarlamanın müşteri sadakatine etkisinin incelenmesi. Gazi Üniversitesi Sosyal Bilimler Dergisi. 4(2). 77-98.
  • Baumgarth, C. (2009). Brand orientation of museums: model and empirical results. International Journal of Arts Management. 11. 30-45.
  • Baumgarth, C., & O’Reilly, D. (2014). Brands in the arts and culture sector. Arts Marketing: An International Journal. 4. (1/2), 2-9.
  • Bayrak, B. (2012). Çağdaş Sanat Pazarında Bir Marka Olmak: Bir Vaka İncelemesi Olarak Damien Hirst. NEÜ Sosyal Bilimler Enstitüsü Dergisi. 2. 240-255.
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  • Bekmeier-Feuerhahn, S., Ober-Heilig, N., & Sikkenga, J. (2014). Enhancing museum brands with experiential design to attract low-involvement visitors. Arts Marketing: An International Journal. 4(1/2). 67-86.
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  • Bitgood, S. (1993). Social Influences on the Visitor Museum Experience. Visitor Behavior. 8(3). 4-5.
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  • Bradshaw, A.(2010), Before method: axiomatic review of arts marketing, International Journal of Culture, Tourism and Hospitality Research, Vol. 4 Issue: 1, 8-19, https://doi.org/10.1108/17506181011024724
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  • Brown, A. S., & Novak, J. L. (2007). Assessing the Intrinsic Impacts of a Live Performance. San Francisco: WolfBrown.
  • Butler, P. (2000). By Popular Demand: Marketing the Arts. Journal of Marketing Management. 16(4). 343-364.
  • Caldwell, N., & Coshall, J. (2002). Measuring brand associations for museums and galleries using repertory grid analysis. Management Decision. 40(4). 383-392.
  • Camarero, C., Garrido, M. J., & Vicente, E. (2010). Components of art exhibition brand equity for internal and external visitors. Tourism Management. Elsevier, 31(4), 495-504
  • Chang, E. (2006). Interactive Experiences and Contextual Learning in Museums. Studies in Art Education. 47(2). 170-186.
  • Colbert, F. (2011). Marketing The Arts. Towse R. (Ed.) Arts A Handbook of Cultural Economics (ss 320-328) (2. Baskı) Edward Elgar Publishing, 266-272
  • Csikszentmihalyi, M. (1990). Flow - The Psychology of Optimal Experience. New York: Harperve Row.
  • Csikszentmihalyi, M. (1998). Finding Flow: The Psychology of Engagement With Everyday Life. Basic Books.
  • Çakır, V. (2007). Tüketici İlgilenimini Ölçmek. Selçuk İletişim. 4. 163-180.
  • Diggle, K. (1994). Arts Marketing. London: Rhinegold Publishing Ltd
  • Dirsehan, T. (2012). Analyzing Museum Visitor Experiences and Post Experience Dimensions Using SEM. Bogazici Journal: Review of Social, Economic & Administrative Studies. 26(1). 103-125.
  • Falk, J. H., & Dierking, L. D. (1992). The museum experience. Washington, D.C.: Whalesback Books.
  • Forrest, R. (2013). Museum Atmospherics: The Role of the Exhibition Environment in the Visitor Experience. Visitor Studies. 16(2). 201-216. doi: 10.1080/10645578.2013.827023.
  • Gegez, A. E. (2007). Pazarlama Araştırmalarında Yeni Kavramsal Yaklaşımlar. Pİ Pazarlama ve İletişim Kültürü Dergisi. 2007/2. 22-26.
  • Gwinner, K. P. (1997). A model of image creation and image transfer in event sponsorship. International Marketing Review. 14(3). 145-158. doi: 10.1108/02651339710170221.
  • Gwinner, K. P., & Eaton, J. (1999). Building Brand Image Through Event Sponsorship: The Role of Image Transfer. Journal of Advertising. 28(4). 47-57. doi: 10.1080/00913367.1999.10673595
  • Han, H., & Hyun, S. S. (2017). Key factors maximizing art museum visitors’ satisfaction, commitment, and post-purchase intentions. Asia Pacific Journal of Tourism Research. 22(8). 834-849. doi: 10.1080/10941665.2017.1345771.
  • Harrison, P., & Shaw, R. (2004). Consumer satisfaction and post-purchase intentions: an exploratory study of museum visitors. International journal of arts management. 6(2). 23-32.
  • Higie R. A., & Feick L. F. (1989). ,”Enduring Involvement: Conceptual and Measurement Issues”, NA - Advances in Consumer Research Volume 16, eds. Thomas K. Srull, Provo, UT : Association for Consumer Research, 690-696.
  • Hill, E., O’Sullivan, T., & O’Sullivan, C. (2003). Creative arts marketing. (2nd edition). Abingdon: Routledge
  • Holbrook, M.B., & Hirschman, E.C. (1982). The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun. Journal of Consumer Research. 9. 132-140.
  • Hood, M. (1983). Staying Away: Why people choose not to visit museums. Museum News. 61(4). 50-57.
  • Houston, M. J., & Rothschild, M. L. (1978). Conceptual and Methodological Perspectives on Involvement, Educators Proceedings. Research frontiers in Marketing: Dialogues and Directions. 184-187.
  • Hume, M. (2011). How Do We Keep Them Coming?: Examining Museum Experiences Using a Services Marketing Paradigm. Journal of Nonprofit & Public Sector Marketing. 23. 71-94.
  • Hume, M., & Mort, G. S. (2008). Satisfaction in performing arts: The role of value?. European Journal of Marketing. 42. 311-326. doi: 10.1108/03090560810852959.
  • Hume, M., & Mort, G. S. (2010). The Consequence of Appraisal Emotion, Service Quality, Perceived Value and Customer Satisfaction on Repurchase Intent in the Performing Arts. Journal of Services Marketing. 24. 170-182. doi: 10.1108/08876041011031136.
  • Hume, M., Mort, G. S., & Winzar, H. (2007). Exploring repurchase intention in a performing arts context: who comes? and why do they come back?. International Journal of Nonprofit and Voluntary Sector Marketing. 12. 135-148.
  • Khunapramot V. L., Maktoba Omar M., & Thomson E. (2011). The Brand-wagon: Emerging art markets and the Venice Biennale, Marketing Intelligence & Planning. 29. 319-336
  • İKSV, (2021, Haziran 4). 2017 Faaliyet Raporları. https://www.iksv.org/tr/hakkimizda/faaliyet-raporlari. adresinden alındı
  • Kirchner, T. A., O’Reilly, D., & Rentschler, R. (2013). The Routledge Companion to Arts Marketing. London: Routledge.
  • Kotler, P., & Scheff, J. (1997). Standing room only: strategies for marketing the performing arts. Boston: Harvard Business School Press.
  • Krugman, H. E. (1965). The Impact of Television Advertising: Learning Without Involvement. Public Opinion Quarterly. 29(3). 349-356.
  • Larsen , G. , Lawson , R., & Todd , S. (2009). The Consumption of Music as Self Representation in Social Interaction. Australasian Marketing Journal. 17(3). 16-26 .
  • Lash, S., & Lury, C. (2007). Global Culture Industry: The Mediation of Things. Cambridge: Polity
  • Lee, Y., Yim, B., Jones, C., & Kim, B. (2016). The extended marketing mix in the context of dance as a performing art. Social Behavior and Personality: An international journal. 44. 1043-1056.
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There are 91 citations in total.

Details

Primary Language Turkish
Journal Section Research Article
Authors

Zeynep Agan This is me 0000-0002-8668-1315

Oylum Korkut Altuna This is me 0000-0003-4871-1939

Publication Date June 1, 2021
Submission Date November 26, 2020
Acceptance Date May 30, 2021
Published in Issue Year 2021

Cite

APA Agan, Z., & Altuna, O. K. (2021). SANATTA MARKA DENEYİMİNİN ZİYARETÇİ MEMNUNİYETİ VE MARKA İMAJI ALGISI ÜZERİNDEKİ ETKİLERİNİN İLGİLENİM DÜZEYİNE GÖRE İNCELENMESİ: İSTANBUL BİENALİ ÜZERİNE BİR ARAŞTIRMA. Beykoz Akademi Dergisi, 9(1), 217-247. https://doi.org/10.14514/BYK.m.26515393.2021.9/1.217-247
AMA Agan Z, Altuna OK. SANATTA MARKA DENEYİMİNİN ZİYARETÇİ MEMNUNİYETİ VE MARKA İMAJI ALGISI ÜZERİNDEKİ ETKİLERİNİN İLGİLENİM DÜZEYİNE GÖRE İNCELENMESİ: İSTANBUL BİENALİ ÜZERİNE BİR ARAŞTIRMA. Beykoz Akademi Dergisi. June 2021;9(1):217-247. doi:10.14514/BYK.m.26515393.2021.9/1.217-247
Chicago Agan, Zeynep, and Oylum Korkut Altuna. “SANATTA MARKA DENEYİMİNİN ZİYARETÇİ MEMNUNİYETİ VE MARKA İMAJI ALGISI ÜZERİNDEKİ ETKİLERİNİN İLGİLENİM DÜZEYİNE GÖRE İNCELENMESİ: İSTANBUL BİENALİ ÜZERİNE BİR ARAŞTIRMA”. Beykoz Akademi Dergisi 9, no. 1 (June 2021): 217-47. https://doi.org/10.14514/BYK.m.26515393.2021.9/1.217-247.
EndNote Agan Z, Altuna OK (June 1, 2021) SANATTA MARKA DENEYİMİNİN ZİYARETÇİ MEMNUNİYETİ VE MARKA İMAJI ALGISI ÜZERİNDEKİ ETKİLERİNİN İLGİLENİM DÜZEYİNE GÖRE İNCELENMESİ: İSTANBUL BİENALİ ÜZERİNE BİR ARAŞTIRMA. Beykoz Akademi Dergisi 9 1 217–247.
IEEE Z. Agan and O. K. Altuna, “SANATTA MARKA DENEYİMİNİN ZİYARETÇİ MEMNUNİYETİ VE MARKA İMAJI ALGISI ÜZERİNDEKİ ETKİLERİNİN İLGİLENİM DÜZEYİNE GÖRE İNCELENMESİ: İSTANBUL BİENALİ ÜZERİNE BİR ARAŞTIRMA”, Beykoz Akademi Dergisi, vol. 9, no. 1, pp. 217–247, 2021, doi: 10.14514/BYK.m.26515393.2021.9/1.217-247.
ISNAD Agan, Zeynep - Altuna, Oylum Korkut. “SANATTA MARKA DENEYİMİNİN ZİYARETÇİ MEMNUNİYETİ VE MARKA İMAJI ALGISI ÜZERİNDEKİ ETKİLERİNİN İLGİLENİM DÜZEYİNE GÖRE İNCELENMESİ: İSTANBUL BİENALİ ÜZERİNE BİR ARAŞTIRMA”. Beykoz Akademi Dergisi 9/1 (June 2021), 217-247. https://doi.org/10.14514/BYK.m.26515393.2021.9/1.217-247.
JAMA Agan Z, Altuna OK. SANATTA MARKA DENEYİMİNİN ZİYARETÇİ MEMNUNİYETİ VE MARKA İMAJI ALGISI ÜZERİNDEKİ ETKİLERİNİN İLGİLENİM DÜZEYİNE GÖRE İNCELENMESİ: İSTANBUL BİENALİ ÜZERİNE BİR ARAŞTIRMA. Beykoz Akademi Dergisi. 2021;9:217–247.
MLA Agan, Zeynep and Oylum Korkut Altuna. “SANATTA MARKA DENEYİMİNİN ZİYARETÇİ MEMNUNİYETİ VE MARKA İMAJI ALGISI ÜZERİNDEKİ ETKİLERİNİN İLGİLENİM DÜZEYİNE GÖRE İNCELENMESİ: İSTANBUL BİENALİ ÜZERİNE BİR ARAŞTIRMA”. Beykoz Akademi Dergisi, vol. 9, no. 1, 2021, pp. 217-4, doi:10.14514/BYK.m.26515393.2021.9/1.217-247.
Vancouver Agan Z, Altuna OK. SANATTA MARKA DENEYİMİNİN ZİYARETÇİ MEMNUNİYETİ VE MARKA İMAJI ALGISI ÜZERİNDEKİ ETKİLERİNİN İLGİLENİM DÜZEYİNE GÖRE İNCELENMESİ: İSTANBUL BİENALİ ÜZERİNE BİR ARAŞTIRMA. Beykoz Akademi Dergisi. 2021;9(1):217-4.