EFFECTS OF CONSUMER BASED BRAND EQUITY ON PERCEPTION OF COUNTERFEIT BRANDED PRODUCTS

Abstract

Nowadays, counterfeits of original branded products have begun to be produced and counterfeit branded products have gained a significant share in the world market. So that, some counterfeit branded products have taken precedence of the original brands in the subject of dominance of the market. At this point, the concept of brand value of the firms which produce counterfeit branded product can not imitate in original branded products have come into prominence. In this study, it was aimed to determine the effects of consumer-based brand equity dimensions (brand loyalty, brand awareness, brand associations and perceived quality) on consumer’s perception of counterfeit branded products. For this purpose, the students studying at the central campus of Gumushane University were determined as the main population of the research. The random sampling method (stratified random sample) was used to represent highly the main population of the selected sample and a face-to-face questionnaire was applied to a total of 501 university students from institutes, faculties and higher schools. The obtained data as a result of the questionnaire were analyzed with various statistical methods and ıt has been determined that the consumer-based brand-equity dimensions have positive effects on consumers' perception of counterfeit branded.

Keywords

• Brand,Brand Equity,Counterfeit,Counterfeit Brand,SEM

TÜKETİCİ TEMELLİ MARKA DEĞERİNİN TAKLİT MARKALI ÜRÜN ALGISI ÜZERİNDEKİ ETKİSİ

Abstract

Günümüzde orijinal markalı ürünlerin taklitleri üretilmeye başlanmış ve taklit markalı ürünler dünya pazarında önemli bir paya sahip olmuştur. Öyle ki bazı taklit markalı ürünler pazara hakim olma konusunda orijinal markalardan bile önce gelmektedir. Taklit markalı ürün üreten işletmelerin orijinal markalı ürünlerde taklit edemediği marka değeri kavramı bu noktada büyük önem kazanmaktadır. Bu çalışmada, tüketici temelli marka değeri boyutlarının (marka sadakati, marka farkındalığı, marka çağrışımı ve algılanan kalite) tüketicilerin taklit markalı ürün algıları üzerindeki etkilerini belirlemek amaçlanmıştır. Bu amaç doğrultusunda Gümüşhane Üniversitesi merkez kampüsünde öğrenim gören öğrenciler araştırmanın ana kütlesi olarak belirlenmiştir. Seçilecek örneğin ana kütleyi temsil gücü yüksek olması için tesadüfi örnekleme yöntemlerinden zümrelere göre örnekleme metodu kullanılmış ve enstitü, fakülte ve yüksekokullardan toplam 501 üniversite öğrencisine yüz yüze anket uygulanmıştır. Anket sonucunda elde edilen veriler çeşitli istatistiksel yöntemlerle analiz edilmiş ve tüketici temelli marka değeri boyutlarının tüketicilerin taklit markalı ürün algıları üzerinde pozitif etkilerinin olduğu tespit edilmiştir.

Keywords

• Marka,Marka Değeri,Taklit,Taklit Marka,Yem

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