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THE IMPACT OF PERCEIVED VALUE ON BRAND PERSONALITY

Year 2018, Volume: 14 Issue: 4, 1121 - 1146, 01.09.2018
https://doi.org/10.17130/ijmeb.2018445673

Abstract

In tourism sector, it will be possible that businesses able to meet customer’s needs, desires and expectations solely when they successfully establish and continue a communication. In this context the aim of this study is to examine the relationship between the travel agency’s perceived value and it’s brand personality. Survey technique was used in obtaining the data used in the study. According to results of exploratory factor analysis and confirmatory factor analysis for brand personality; compatibility/simplicity, reliability, dynamism, emotionality and agrassiveness and for perceived value; emotional value, functional value and social value dimensions has emerged. The results of multiple regression analysis show that dimension of emotional value has impact on compatibleness/simplicity, reliability and aggressiveness dimensions of brand personality

References

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ALGILANAN DEĞERİN MARKA KİŞİLİĞİ ÜZERİNE ETKİSİ

Year 2018, Volume: 14 Issue: 4, 1121 - 1146, 01.09.2018
https://doi.org/10.17130/ijmeb.2018445673

Abstract

Turizm sektöründe yer alan işletmelerin müşterilerin ihtiyaç, istek ve beklentilerine yanıt verebilmeleri ancak başarılı bir şekilde kuracakları ve sürdürecekleri iletişimle mümkün olacaktır. Bu bağlamda çalışmada seyahat acentesinin algılanan değeri ile marka kişiliği arasındaki ilişkiyi ölçmek amaçlanmıştır. Çalışmada kullanılan verilerin elde edilmesinde anket tekniği kullanılmıştır. Yapılan açıklayıcı faktör analizi ve doğrulayıcı faktör analizi sonucunda marka kişiliğine ilişkin uyumluluk/yalınlık, güvenilirlik, hareketlilik, duygusallık ve saldırganlık boyutları ve algılanan değere ilişkin duygusal değer, fonksiyonel değer Profesyonellik-Kalite-Fiyat/Seyahat acentesinin kurulumu ve sosyal değer boyutları ortaya çıkmıştır. Yapılan çoklu doğrusal regresyon analizinde elde edilen sonuçlar algılanan değerin yalnızca seyahat acentesinin kurulumu boyutunun marka kişiliğinin hiçbir boyutu üzerinde etkiye sahip olmadığını göstermiştir.

References

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  • Aaker, J. L. (1997). Dimension of brand personality. Journal of Marketing Research, 34, 347- 356.
  • Aaker, J. L. (1999). The malleable self: The role of self-expression in persuasion. Journal of Marketing Research, 36, 45-57.
  • Aaker, J. L., Benet-Martίnez, V., & Garolera, J. (2001). Consumption symbols as carriers of culture: A study of Japanese and Spanish brand personality constructs. Journal of Personality and Social Psychology, 81(3), 492-508.
  • Al-Sabbahy, H. Z., Ekinci, Y., & Riley, M. (2004). An investigation of perceived value dimensions: Implications for hospitality research. Journal of Travel Research, 42, 226- 234.
  • Ar, A. A. (2004). Marka ve marka stratejileri. 2. Baskı, Ankara: Nobel Yayın Dağıtım.
  • Ashton, A. S., Scott, N., Solnet, D., & Breakey, N. (2010). Hotel restaurant dining: The relationship between perceived value and intantion to purhase. Tourism and Hospitality Research, 10, 206-218.
  • Azoulay, A., & Kapfarer, J. N. (2003). Do brand personality scales really measure brand personality?. Brand Management, 11(2), 143-155.
  • Bahar, O., & Kozak, M. (2012). Turizm ve rekabet. Ankara: Detay Yayıncılık.
  • Bayram, N. (2013). Yapısal eşitlik modellemesine giriş AMOS uygulamaları. 2. Baskı, Bursa: Ezgi Kitabevi.
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  • Bouhlel, O., Mzoughi, N., Hadiji, D., & Slimane I. B. (2011). Brand personality’s influence on the purchase intention: A mobile marketing case. International Journal of Business and Management, 6(9), 210-227.
  • Caprara, G. V., Barbaranelli, C., & Guido, G. (2001). Brand personality: How to make the metaphor fit?. Journal of Economic Psychology, 22, 377-395.
  • Chen, Z., & Dubinsky, A. J. (2003). A conceptual model of perceived customer value in e-commerce: A preliminary investigation. Psychology & Marketing, 20 (4), 323-347.
  • Cronin, J. J., Brady, M. K., Brand, R. R., Hightover, R., & Shemwell, J. (1997). A cross- sectional test of the effect and conceptualization of service value. The Journal of Services Marketing, 11(6), 375-391.
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  • Dönmez, D. (2008). Paydaş teorisi çerçevesinde otel işletmelerinin seyahat acentaları ile ilişkileri ve otel işletmelerinin performansı arasındaki ilişkiye yönelik bir araştırma. Yönetim, 19(61), 91-112.
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  • Ekinci, Y., & Hosany, S. (2006). Destination personality: An application of brand personality to tourism destinations. Journal of Travel Research, 45, 127-139.
  • Escalas, J. E., & Bettman, J. R. (2005). Self-construal reference groups and brand meaning. Journal of Consumer Research, 32(3), 378-389.
  • Fettahlıoğlu, H. S. (2015). Marka kişiliği, marka sadakati ilişkisi: Akıllı telefon kullanıcıları örneği. Asos Journal, 3(9), 210-227.
  • Gallarza, M. G., & Saura, I. G. (2006). Value dimensions, perceived value, satisfaction and loyalty: An investigation of university students’ travel behaviour. Tourism Management, 27, 437-452.
  • Geuens, M., Weijters, B., & De Wulf, K. (2009). A new measure of brand personality. International Journal of Research in Marketing, 26, 97-107.
  • Grewal, D., Monroe, K. B., & Krishnan, R. (1998). The effect of prise-comparison advertising on buyers’ perceptions of acquisition value, transaction value, and behavioral intention. Journal of Marketing, 62, 46-59.
  • Groth, J. (1995). Important factors in the sale and pricing of services. Management Decision, 33(7), 29-34.
  • Hacıoğlu, N. (2006). Seyahat acentacılığı ve tur operatörlüğü. 6. Baskı, Ankara: Nobel Yayın Dağıtım.
  • Heding, T., Knudtzen, C. F., & Bjerre, M. (2009). Brand management research, theory and practice. New York: Routledge.
  • Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention-A general structural equation model. European Journal of Marketing, 37(11/12), 1762-1800.
  • Henderson, J. C. (2000). Selling places: The new Asia-Singapore brand. The Journal of Tourism Studies, 11(1), 36-44.
  • Hosany, S., Ekinci, Y., & Uysal, M. (2006). Destination image and destination personality: An application of branding theories to tourism places. Journal of Business Research, 59, 638-642.
  • Hosany, S., Ekinci, Y., & Uysal, M. (2007). Destination image and destination personality. International Journal of Culture, Tourism and Hospitality Research, 1(1), 62-81.
  • İslamoğlu, A. H. (2010). Turizm pazarlaması. İstanbul: Beta Basım, Yayım, Dağıtım.
  • İslamoğlu, A. H., & Alnıaçık, Ü. (2013). Sosyal bilimlerde araştırma yöntemleri- SPSS uygulamalı. 3. Baskı, İstanbul: Beta Basım, Yayım, Dağıtım.
  • Kalaycı, Ş. (2009). Çoklu doğrusal regresyon modeli. İçinde Ş. Kalaycı (ed.), SPSS uygulamalı çok değişkenli istatistik teknikleri. 4. Baskı, (ss. 259-269). Ankara: Asil Yayın Dağıtım.
  • Kılıç, B., & Sop, S. A. (2012). Destination personality, self-congruity and loyalty. Journal of Hospitality Management and Tourism, 3(5), 95-105.
  • Kılınç, İ., Kıngır, S., & Mesci, M. (2010). Türkiye’deki seyahat acentalarının performans değerlendirmelerinde etkili olan faktörler. Atatürk Üniversitesi İktisadi İdari Bilimler Fakültesi Dergisi, 24(1), 25-42.
  • Koç, E. (2007). Tüketici davranışı ve pazarlama stratejileri: Global ve yerel yaklaşım. Ankara: Seçkin Yayıncılık.
  • Köroğlu, A., & Avcıkurt, C. (2009). Turizm işletmelerinin pazarlanmasında tüketiciye değer katan şeyler (Customer value). İçinde C. Avcıkurt, Ş. Demirkol, B. Zengin (ed.). Turizm işletmelerinin pazarlanmasında 7P ve 7C (ss. 237-259). İstanbul: Değişim Yayınları.
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  • Kwun, J., & Oh, H. (2004). Effect of brand, price, and risk on customers’ value perceptions and behavioral intentions in the restaurant industry. Journal of Hospitality & Leisure Marketing, 11(1), 31-49.
  • Lemmink, J., DeRuyter, K., & Wetzels, M. (1998). The role of value in the delivery process of hospitality services. Journal of Economic Psychology, 19, 159-177.
  • Lin, C., Sher, P. J., & Shih, H. (2005). Past progress and future directions in conceptualizing customer perceived value. International Journal of Service Industry Management, 16(4), 318-336.
  • Long, M. M., & Schiffman, L. G. (2000). Consumption values and relationships: Segmenting the market for frequency programs. Journal of Consumer Marketing, 17 (3), 214-232.
  • McDougall, G. H. G., & Levesque, T. (2000). Customer satisfaction with services: Putting perceived value into the equation. Journal of Services Marketing, 14(5), 392-410.
  • Monroe, K. B., & Chapman, J. D. (1987). Framing effects on buyers’ subjective product evaluations. Advances in Consumer Research, 14, 193-197.
  • Morgan, N., Pritchard, A., & Pride, R. (2004). Destination branding: Creating the unique destination proposition. 2. Edition. Burlington: Elsevier.
  • Murphy, L., Moscardo, G., & Benckendorff, P. (2007). Using brand personality to differantiate regional tourism destinations. Journal of Travel Research, 46, 5-14.
  • Musa, R., Pallister, J., & Robson, M. (2005). The roles of perceived value, perceived equity and relational commitment in a disconfirmation paradigm framework: An initial assessment in a ‘relationship-rich’ consumption environment. Advances in Consumer Research, 32, 349-357.
  • Odabaşı, Y., & Barış, G. (2012), Tüketici davranışı. 12. Baskı, İstanbul: MediaCat.
  • Oh, H. (2000). The effect of brand class, brand awareness, and price on customer value and behavioral intentions. Journal of Hospitality & Tourism Research, 24(2), 136-162.
  • Oh, H., & Jeong, M. (2004). An extended process of value judgment. Hospitality Management, 23, 343-362.
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There are 80 citations in total.

Details

Primary Language Turkish
Journal Section Research Article
Authors

Tuba Türkmendağ This is me

Ahmet Köroğlu This is me

Publication Date September 1, 2018
Published in Issue Year 2018 Volume: 14 Issue: 4

Cite

APA Türkmendağ, T., & Köroğlu, A. (2018). ALGILANAN DEĞERİN MARKA KİŞİLİĞİ ÜZERİNE ETKİSİ. Uluslararası Yönetim İktisat Ve İşletme Dergisi, 14(4), 1121-1146. https://doi.org/10.17130/ijmeb.2018445673