MARKA ADININ TÜKETİCİLERİN MARKA TERCİHİNE ETKİSİ: TÜRKÇE VE İNGİLİZCE ADLARIN KARŞILAŞTIRILMASI

Tamer Baran

doi:10.17130/ijmeb.853619

MARKA ADININ TÜKETİCİLERİN MARKA TERCİHİNE ETKİSİ: TÜRKÇE VE İNGİLİZCE ADLARIN KARŞILAŞTIRILMASI

Öz

Bu çalışmanın amacı, çocuklu kadın tüketicilerin marka tercihinde marka adının etkisini araştırmaktır. Veriler, kolayda örneklemeden faydalanılarak, 498 çocuklu kadından yüz yüze anket aracılığıyla elde edilmiştir. Çalışmanın kapsamına dâhil edilen markalar, çocuklu kadınların ilgilenim düzeylerinin yüksek olduğu sabun, bebek bezi ve elektrikli ev aletleri kategorilerinden seçilmiştir. Bu bağlamda, Türkiye’de yerli adla faaliyet gösteren yabancı menşeli 3 marka ve İngilizce adla faaliyet gösteren Türkiye menşeli 8 marka olmak üzere toplam 11 marka belirlenmiştir. Analiz yöntemi olarak Lojistik Regresyon yöntemi kullanılmıştır. Elde edilen bulgular, genel olarak çocuklu kadınların marka menşei bilgilerinin düşük olduğunu göstermektedir. Bununla birlikte çalışmada, her ne kadar kendilerini etnosentrik olarak ifade etmiş olsalar da kadınların yabancı menşeli markaları daha fazla tercih etme eğiliminde oldukları bulunmuştur.

Anahtar Kelimeler

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Details

Primary Language

Turkish

Subjects

-

Journal Section

Research Article

Authors

Tamer Baran This is me
0000-0002-8711-6561
Türkiye

Publication Date

December 31, 2020

Submission Date

February 4, 2020

Acceptance Date

July 28, 2020

Published in Issue

Year 2020 Volume: 16 Number: 4

DOI

https://doi.org/10.17130/ijmeb.853619

IZ

https://izlik.org/JA72WX85XH

Cite

RIS / Bibtex

APA

Baran, T. (2020). MARKA ADININ TÜKETİCİLERİN MARKA TERCİHİNE ETKİSİ: TÜRKÇE VE İNGİLİZCE ADLARIN KARŞILAŞTIRILMASI. Uluslararası Yönetim İktisat Ve İşletme Dergisi, 16(4), 1029-1042. https://doi.org/10.17130/ijmeb.853619

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