Marka Çağrışım Unsurlarının Marka Kişiliği Üzerine Etkisi

Yıl 2013, Cilt: 3 Sayı: 1, 89 - 103, 31.05.2013

Dursun Yener

Öz

Brand is one of the most valuable assets of the companies. High brand equity provides high financial return for the firms. Brand personality and brand association are the components of brand equity. In research section, it was analyzed the relationship between brand personality traits and brand association factors in dairy products sector. Sample population of the research is 290 people

Anahtar Kelimeler

Brand personality, Brand association, Personality, Brand equity

Marka Çağrışım Unsurlarının Marka Kişiliği Üzerine Etkisi

Öz

Marka işletmelerin sahip oldukları en önemli varlıklarından biridir. Yüksek marka değeri firmalar için yüksek finansal getiri sağlamaktadır. Marka değerinin bileşenleri arasında marka kişiliği ve marka çağrışımları yer almaktadır. Araştırma bölümünde süt ürünleri sektöründe tüketicilerin kullandıkları markaların kişilik özellikleri ve marka çağrışım unsurları ile olan ilişkisi ortaya konmaya çalışılmıştır. Araştırmanın örnek kütlesi 290 kişiden oluşmaktadır

Anahtar Kelimeler

Marka kişiliği, Marka çağrışımı, Kişilik, Marka değeri

Kaynakça

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