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Marka Bilgisi Ve Marka İlişkilerinin Mevcut Ve Gelecekteki Satın Alımlara Etkisi

Year 2009, Volume: 11 Issue: 4, 7 - 30, 01.12.2009

Abstract

Günümüz pazarlarında yaşanan hızlı gelişme, pazarda rekabet avantajı yaratmayı güçleştirmektedir. İşletmeler, benzer ürünlerde rekabet üstünlüğü sağlamak için fiziksel farklılıklar yerine “marka” gibi soyut faydalara yönelmektedirler. Marka, hem tüketicinin ürün ve hizmete ilişkin düşüncesini yansıtmakta hem de firmalar arasındaki rekabette önemli rol oynamaktadır. Çünkü marka, ürünü tanımlayıcı parçalardan biridir ve ürüne değer katar. Güçlü markalar, uzun ve kısa vadede satışların ve gelirlerin artmasını sağlamaktadır. Bu yüzden, stratejik marka yönetiminin amacı güçlü markalar oluşturarak pazarda uzun süre kalabilmektir. Ancak bir markanın güçlü olarak tanımlanabilmesi için tüketicinin markayı tanıması, güvenmesi ve markanın sadık müşterisi olması gerekmektedir. Araştırmada marka bilgisi, güveni, memnuniyeti ve bu değişkenler arasındaki ilişkilerin, mevcut ve gelecekteki satın alımlara etkisini araştırmak amaçlanmıştır. Araştırma kapsamına, mevcut pazarın büyük bir kısmını ve geleceğin yetişkin pazarını oluşturmaları bakımından gençler alınmıştır. Araştırma 400 üniversite öğrencisi üzerinde uygulanmıştır. Verilerin analizinde ortalama, frekans dağılımı, doğrulayıcı faktör analizi ve yapısal eşitlik modeli kullanılmıştır. Yapılan bu analizlerin sonucunda oluşturulan araştırma modelinin araştırma yapılan saha ve sektör açısından uygun olduğu, marka bilgisi ve marka ilişkilerinin tüketicilerin mevcut ve gelecekteki satın alma davranışlarını etkilediği belirlenmiştir.

References

  • AAKER, D. A. (1991), Managing Brand Equity: Capitalizing on the Value of a Brand Name,
  • Free Press, New York
  • AGGARWAL, P. (2004), “The Effects of Brand Relationship Norms on Consu- mer Attitudes and Behavior”, Journal of Consumer Research, Vol.31, No.1, (87- 101).
  • AMBLER, T. (2000), “How Much of Brand Equity Is Explained by Trust?”, Journal of Management,Decision, Vol.35, No.4, (283-292).
  • ATAMAN, B.; ÜLENGİN, B. (2003), “A Note on the Effect of Brand Image on Sales”, Journal of Product and Brand Manage- ment, Vol.12, No.4/5, (237-250).
  • ATILGAN, E.; AKSOY, Ş.; AKINCI, S. (2005), “Determinants of the Brand Equity: A Verification Approach in the Beverage Industry in Turkey”, Marke- ting Intelligence & Planning, Vol.23, No.3, (237-248).
  • BALDAUF, A.; CRAVENS, K.S.; BINDER, G. (2003), “Performance Consequences of Brand Equity Management: Evidence From Organizations in the Value Chain”, Journal of Product and Brand Management, Vol.12, No.4, (220-236).
  • BİLGİLİ, B. (2007), “Sigorta Hizmetlerinde Marka Değeri”, (Yayınlanmamış Dok- tora Tezi, Atatürk Üniversitesi, Sosyal Bilimler Enstitüsü), Ankara.
  • BROWN, T.J.; PRATT, M.G.; WHETTEN, D.A. (2006), “Identity, Intended Image, Construed Image and Reputation: An Interdisciplinary Framework and Sug- gested Terminology”, Journal of The Academy of Marketing Science, Vol.34, No.2, (99-106).
  • CHAUDHURI, A.; HOLBROOK, M.B. (2002), “Product-Class Effects on Brand Commitment and Brand Outcomes:The Role of Brand Trust and Brand Affect”, Journal of Brand Management, Vol.10, No.1, (33-58).
  • CHUEH, T.; KAO, D.T. (2004), “The Mode- rating Effects of Consumer Perception to the Impacts of Country-of-Design on Perceived Quality”, The Journal of American Academy of Business, Vol.4, No.1/2, (70-74).
  • DAWAR, N. (2001), “Extention of broad Brands: The Role of Retrieval in Eva- luations of Fit”, Journal of Consumer Psychology, Vol.5, No.2, (189-207).
  • DELGADO-BALLESTER, E.; MUNUERA- ALEMAN, J.L. (2001), “Brand Trust in The Context of Consumer Loyalty”, Eu- ropan Journal of Marketing, Vol.35, No.11/12, (1238-1258).
  • DELGADO-BALLESTER, E. (2004), “Appli- cability of a Brand Trust Scale Across Product Categories: A Multigroup In- variance Analysis”, Europan Journal of Marketing, Vol.38, No.5/6, (573-592).
  • DELVECCHIO, D.; SMITH, D.C. (2005), “Brand-Extension Price Premiums: The effects of Perceived Fit and Extension Product Category Risk”, Journal of The Academy of Marketing Science, Vol.33, No.2, (184-196).
  • ERDEM, T.; SWAIT, J. (2004), “Brand Credi- bility, Brand Consideration and Choice”, Journal of Consumer Rese- arch, Vol.31, No.1, (191-198).
  • ESCALAS, J.E.; BETTMAN, J.R. (2003), “You Are What They Eat: The Influence of Reference Groups on Consumer Con- nections to Brands”, Journal of Consu- mer Psychology, Vol.13, No.3, (339-348).
  • ESCALAS, J.E.; BETTMAN, J.R. (2005), “Self- Construal, Reference Groups and Brand Meaning”, Journal of Consumer Rese- arch, Vol.32, No.3, (378-389).
  • ESCH, F.R.; LANGNER T.; SCHMITT B.H.; GEUS P. (2006), “Are Brands Forever? How Brand Knowledge and Relations- hips Affect Current and Future Purcha- ses”, Journal of Product and Brand Management, Vol.13, No.2, (98-105).
  • FAIRCLOTH, J.B. (2005), “Factors Influen- cing Nonprofit Resource Provider Sup- port Decisions: Applying the Brand Equity Concept to Nonprofits”, Journal of Marketing Theory & Practice, Vol.13, No.3, (1-15).
  • FOURNIER, S. (1998), “Consumer and Their Brands: Developing Relationship The- ory in Consumer Research”, Journal of Consumer Research, Vol.24, (343-373).
  • FRELING, T.H.; FORBES, L.P. (2005), “An empirical Analysis of The Brand Perso- nality Effect”, The Journal of Pro- duct and Brand Management, Vol.14, No.7, (404-413).
  • FULLERTON, G. (2005), “The Impact of Brand Commitment on Loyalty to Re- tail Service Brands”, Canadian Journal of Administrative Sciences, Vol.22, No.2, (97-110).
  • GEFEN, D. (2002), “Reflections on The Di- mensions of Trust and Trustworthiness Among Online Consumers”, The DATA BASE for Advances in Informa- tion Systems, Vol.33, No.3, (38-53).
  • HA, H. (2004), “Factors Influencing Consu- mer Perception of Brand Trust Online, The Journal of Product and Brand Ma- nagement, Vol.13, No.4/5, (329-342).
  • HSIEH, M.; PAN, S.; SETIONO, R. (2004), “Product-, Corporate-, and Country- Image Dimensions and Purchase Beha- vior: A Multicountry Analysis”, Academy of Marketing Science. Jour- nal, Vol.32, No.3, (251-270).
  • HOEFFLER, S.; KELLER, K.L. (2002), “Buil- ding Brand Equity Through Corporate Societal Marketing”, Journal of Public Policy & Marketing, Vol.21, No.1, (78- 89).
  • İLTER, D.P., (2005), “Bireysel Banka Müşte- rilerinin Memnuniyetinin Ölçülmesi ve Bir Uygulama”, Anadolu Üniversitesi Sosyal Bilimler Enstitüsü, Basılmamış Yüksek Lisans Tezi.
  • JAJU, A.; JOINER, C.; REDDY, S.K. (2006), “Consumer Evaluation of Corporate Brand Redeployments”, Academy of Marketing Science, Vol.34, No.2, (206- 215).
  • JAMAL, A.; GOODE, M.M.H. (2001), “Con- sumers and Brands: A Study of The Im- pact of Self-Image Congruence on Brand Preference and Satisfaction”, Marketing Intelligence & Planning, Vol.19, No.6/7, (482-492).
  • JEVONS, C.; GABBOTT, M.; DE CHERNA- TONY, L. (2005), “Customer and Brand Manager Perspectives on Brand Relati- onships: A Conceptual Framewor”, The Journal of Product and Brand Manage- ment, Vol.14, No.4/5, (300-309).
  • KELLER, K.L. (1993), “Conseptualizing, Measuring and Managing Customer- Based Brand Equity”, Journal of Mar- keting, Vol.57, (1-22).
  • KELLER, K.L. (2001), “Building Customer- Based Brand Equity”, Marketing Mana- gement, Vol.10, No.2, (14-19).
  • KELLER, K.L. (2003), Strategic Brand Mana- gement: Building, Measuring and Ma- naging Brand Equity, 2nd Edition, Prentice-Hall, Upper Saddle River, USA.
  • KELLER, K.L. (2003B), “Brand Synthesis: The Multidimensionality of Brand Knowledge”, Journal of Consumer Re- search, Vol.29, No.4, (595-600).
  • KIM, H.B.; KIM, W.G.; AN, J.A. ELLER, K.L. (2003), “The Effect of Consumer-Based Brand Equity on Firms’ Financial Per- formance”, The Journal of Consumer Marketing, Vol.20, No.4/5, (335-351).
  • LAU, G.T.; LEE, H.S. (1999), “Consumer Trust in a Brand and The Link to Brand Loyalty”, Journal of Market Focused Management, Vol.4, (341-370).
  • LI, X. (2003) “How Brand Knowledge Influ- ences Consumers’ Purchase Intenti- ons”, Auburn of University, PhD Dissertation, USA. UMI.
  • LOW, G.S.; LAMB, C.W. (2000), “The Mea- surement and Dimensionality of Brand Associations”, Journal of Product & Brand Management, Vol.9, No.6, (350- 368).
  • MCALEXANDER, J.H.; SCHOUTEN, J.W.; KOENING, H.F. (2002), “Building Brand Community”, Journal of Marke- ting, Vol.66, No.1, (38-54).
  • MCALEXANDER, J.H.; KIM, S.K.; RO- BERTS, S.D. (2003), “Loyalty: The Influ- ences of Satisfaction and Brand Community Integration”, Journal of Marketing Theory and Practice, Vol.11, No.4, (1-11).
  • MARK, M.; PEARSON, C. (2002), The Hero and The Outlaw: Buildins Extraordi- nary Brands Through the Power of Arc- hetypes, McGraw-Hill, USA.
  • MATTHIESEN, I.; PHAU, I. (2005), “The ‘HUGO BOSS’ Connection: Achieving Global Brand Consistency Across Co- untries”, Journal of Brand Manage- ment, Vol.12, (325-338).
  • PAPPU, R.; QUESTER, P.G.; COOKSEY, R.W. (2006), “Consumer-Based Brand Equity and Country-of-origin Relati- onships”, European Journal of Marke- ting, Vol.40, No.5/6, (697-717).
  • ROMANIUK, J.; BOGOMOLOVA, S. (2005), “Variation in Brand Trust Scores”, Jo- urnal of Targeting, Measurement and Analysis for Marketing, Vol.13, No.4, (697-717).
  • SIVIDAS, E.; BAKER-PREWITT, J.L (2000), “An Examination of The Relationship Between Service Quality, Customer Sa- tisfaction and Store Loyalty”, Interna- tional Journal of Retail & Distribution Management, Vol. 28, No. 2, (73-82).
  • STERN, B.; ZINKHAN, G.M; JAJU, A. (2001), “Images in Marketing: Congru- ence of Store, Brand and Corporate Images”, Marketing Theory, Vol.1, No.2, (201-224).
  • TAYLOR, S.A.; HUNTER, G. (2003), “An Exploratory Investigation into The An- tecedents of Satisfaction, Brand Atti- tude and Loyalty Within The (B2B) eCRM Industry”, Journal of Consumer Satisfaction. Dissatisfaction and Com- plaining Behavior, Vol.15, (19-35).
  • THOMSON, M.; MACINNIS, D.J.; PARK, C.W. (2005), “The Ties That Blind: Mea- suring the Strength of Consumers’ Emotional Attachments to Brands”, Jo- urnal of Consumer Psychology, Vol.15, No.1, (77-91).
  • TSAI; S. (2006), “Investigating Archetype- Icon Transformation in Brand Marke- ting”, Marketing Intelligence & Planning, Vol.24, No.6, (648-663).
  • VAVRA, T.G. (1999), Müşteri Tatmini Öl- çümlerinizi Geliştirmenin Yolları, (Çev. Günhan Günay), KalDer Yayınları No:28, İstanbul.
  • WANG, G. (2002), “Attitudinal Correlates of Brand Commitment: An Empirical Study”, Journal of Relationship Marke- ting, Vol.1, No.2, (57-75).
  • WASHBURN, J.H.; PLANK, R.E. (2002), “Measuring Brand Equity: An Evalua- tion of a Consumer-Based Brand Equity Scale”, Journal of Marketing Theory & Practice, Vol.10/1, (46-61).
  • WEBSTER, F.E. (2000), “Understanding The Relationships Among Brands, Consu- mers and Resellers”, Journal of the Aca- demy of Marketing Science, Vol.28, No.1, (17-23).

Brand Knowledge And Brand Relatıonshıps Affect Current And Future Purchases

Year 2009, Volume: 11 Issue: 4, 7 - 30, 01.12.2009

Abstract

The rapid development in todays markets makes harder to gain a competitive advantage in the market. The companies prefer intangible benefits like brand instead of the physical differences to provide the competitive superiority in similar products. The brand both reflects the idea of the consumer about te product and service and it plays an important role on competition between the companies. Because the brand is one of the pieces which define and enriches the product. Strong brands provide to enhance sellings and incomes in short and long term. Becaus e of this, purpose of the strategic brand management is to remain a long time in market by constructing strong brands. But consumer must know, trust the brand and be loyal consumer to be defined a brand as strang brand. In this study it is aimed to investigate the effect of relationships among brand knowledge, brand trust, brand satisfaction on the current and future purchases. Young people have been included in study because of they constitute a big piece of current market and adult market of future. A total of 400 students from universty participated in the study. Mean, frequency, confirmatory factor analysis and structural equation model are used to analyse the data. As a result fo research, it was determined that the model is suitable in terms of area and sector, brand knowledge and brand relationships effect on current and future buying behaviour.

References

  • AAKER, D. A. (1991), Managing Brand Equity: Capitalizing on the Value of a Brand Name,
  • Free Press, New York
  • AGGARWAL, P. (2004), “The Effects of Brand Relationship Norms on Consu- mer Attitudes and Behavior”, Journal of Consumer Research, Vol.31, No.1, (87- 101).
  • AMBLER, T. (2000), “How Much of Brand Equity Is Explained by Trust?”, Journal of Management,Decision, Vol.35, No.4, (283-292).
  • ATAMAN, B.; ÜLENGİN, B. (2003), “A Note on the Effect of Brand Image on Sales”, Journal of Product and Brand Manage- ment, Vol.12, No.4/5, (237-250).
  • ATILGAN, E.; AKSOY, Ş.; AKINCI, S. (2005), “Determinants of the Brand Equity: A Verification Approach in the Beverage Industry in Turkey”, Marke- ting Intelligence & Planning, Vol.23, No.3, (237-248).
  • BALDAUF, A.; CRAVENS, K.S.; BINDER, G. (2003), “Performance Consequences of Brand Equity Management: Evidence From Organizations in the Value Chain”, Journal of Product and Brand Management, Vol.12, No.4, (220-236).
  • BİLGİLİ, B. (2007), “Sigorta Hizmetlerinde Marka Değeri”, (Yayınlanmamış Dok- tora Tezi, Atatürk Üniversitesi, Sosyal Bilimler Enstitüsü), Ankara.
  • BROWN, T.J.; PRATT, M.G.; WHETTEN, D.A. (2006), “Identity, Intended Image, Construed Image and Reputation: An Interdisciplinary Framework and Sug- gested Terminology”, Journal of The Academy of Marketing Science, Vol.34, No.2, (99-106).
  • CHAUDHURI, A.; HOLBROOK, M.B. (2002), “Product-Class Effects on Brand Commitment and Brand Outcomes:The Role of Brand Trust and Brand Affect”, Journal of Brand Management, Vol.10, No.1, (33-58).
  • CHUEH, T.; KAO, D.T. (2004), “The Mode- rating Effects of Consumer Perception to the Impacts of Country-of-Design on Perceived Quality”, The Journal of American Academy of Business, Vol.4, No.1/2, (70-74).
  • DAWAR, N. (2001), “Extention of broad Brands: The Role of Retrieval in Eva- luations of Fit”, Journal of Consumer Psychology, Vol.5, No.2, (189-207).
  • DELGADO-BALLESTER, E.; MUNUERA- ALEMAN, J.L. (2001), “Brand Trust in The Context of Consumer Loyalty”, Eu- ropan Journal of Marketing, Vol.35, No.11/12, (1238-1258).
  • DELGADO-BALLESTER, E. (2004), “Appli- cability of a Brand Trust Scale Across Product Categories: A Multigroup In- variance Analysis”, Europan Journal of Marketing, Vol.38, No.5/6, (573-592).
  • DELVECCHIO, D.; SMITH, D.C. (2005), “Brand-Extension Price Premiums: The effects of Perceived Fit and Extension Product Category Risk”, Journal of The Academy of Marketing Science, Vol.33, No.2, (184-196).
  • ERDEM, T.; SWAIT, J. (2004), “Brand Credi- bility, Brand Consideration and Choice”, Journal of Consumer Rese- arch, Vol.31, No.1, (191-198).
  • ESCALAS, J.E.; BETTMAN, J.R. (2003), “You Are What They Eat: The Influence of Reference Groups on Consumer Con- nections to Brands”, Journal of Consu- mer Psychology, Vol.13, No.3, (339-348).
  • ESCALAS, J.E.; BETTMAN, J.R. (2005), “Self- Construal, Reference Groups and Brand Meaning”, Journal of Consumer Rese- arch, Vol.32, No.3, (378-389).
  • ESCH, F.R.; LANGNER T.; SCHMITT B.H.; GEUS P. (2006), “Are Brands Forever? How Brand Knowledge and Relations- hips Affect Current and Future Purcha- ses”, Journal of Product and Brand Management, Vol.13, No.2, (98-105).
  • FAIRCLOTH, J.B. (2005), “Factors Influen- cing Nonprofit Resource Provider Sup- port Decisions: Applying the Brand Equity Concept to Nonprofits”, Journal of Marketing Theory & Practice, Vol.13, No.3, (1-15).
  • FOURNIER, S. (1998), “Consumer and Their Brands: Developing Relationship The- ory in Consumer Research”, Journal of Consumer Research, Vol.24, (343-373).
  • FRELING, T.H.; FORBES, L.P. (2005), “An empirical Analysis of The Brand Perso- nality Effect”, The Journal of Pro- duct and Brand Management, Vol.14, No.7, (404-413).
  • FULLERTON, G. (2005), “The Impact of Brand Commitment on Loyalty to Re- tail Service Brands”, Canadian Journal of Administrative Sciences, Vol.22, No.2, (97-110).
  • GEFEN, D. (2002), “Reflections on The Di- mensions of Trust and Trustworthiness Among Online Consumers”, The DATA BASE for Advances in Informa- tion Systems, Vol.33, No.3, (38-53).
  • HA, H. (2004), “Factors Influencing Consu- mer Perception of Brand Trust Online, The Journal of Product and Brand Ma- nagement, Vol.13, No.4/5, (329-342).
  • HSIEH, M.; PAN, S.; SETIONO, R. (2004), “Product-, Corporate-, and Country- Image Dimensions and Purchase Beha- vior: A Multicountry Analysis”, Academy of Marketing Science. Jour- nal, Vol.32, No.3, (251-270).
  • HOEFFLER, S.; KELLER, K.L. (2002), “Buil- ding Brand Equity Through Corporate Societal Marketing”, Journal of Public Policy & Marketing, Vol.21, No.1, (78- 89).
  • İLTER, D.P., (2005), “Bireysel Banka Müşte- rilerinin Memnuniyetinin Ölçülmesi ve Bir Uygulama”, Anadolu Üniversitesi Sosyal Bilimler Enstitüsü, Basılmamış Yüksek Lisans Tezi.
  • JAJU, A.; JOINER, C.; REDDY, S.K. (2006), “Consumer Evaluation of Corporate Brand Redeployments”, Academy of Marketing Science, Vol.34, No.2, (206- 215).
  • JAMAL, A.; GOODE, M.M.H. (2001), “Con- sumers and Brands: A Study of The Im- pact of Self-Image Congruence on Brand Preference and Satisfaction”, Marketing Intelligence & Planning, Vol.19, No.6/7, (482-492).
  • JEVONS, C.; GABBOTT, M.; DE CHERNA- TONY, L. (2005), “Customer and Brand Manager Perspectives on Brand Relati- onships: A Conceptual Framewor”, The Journal of Product and Brand Manage- ment, Vol.14, No.4/5, (300-309).
  • KELLER, K.L. (1993), “Conseptualizing, Measuring and Managing Customer- Based Brand Equity”, Journal of Mar- keting, Vol.57, (1-22).
  • KELLER, K.L. (2001), “Building Customer- Based Brand Equity”, Marketing Mana- gement, Vol.10, No.2, (14-19).
  • KELLER, K.L. (2003), Strategic Brand Mana- gement: Building, Measuring and Ma- naging Brand Equity, 2nd Edition, Prentice-Hall, Upper Saddle River, USA.
  • KELLER, K.L. (2003B), “Brand Synthesis: The Multidimensionality of Brand Knowledge”, Journal of Consumer Re- search, Vol.29, No.4, (595-600).
  • KIM, H.B.; KIM, W.G.; AN, J.A. ELLER, K.L. (2003), “The Effect of Consumer-Based Brand Equity on Firms’ Financial Per- formance”, The Journal of Consumer Marketing, Vol.20, No.4/5, (335-351).
  • LAU, G.T.; LEE, H.S. (1999), “Consumer Trust in a Brand and The Link to Brand Loyalty”, Journal of Market Focused Management, Vol.4, (341-370).
  • LI, X. (2003) “How Brand Knowledge Influ- ences Consumers’ Purchase Intenti- ons”, Auburn of University, PhD Dissertation, USA. UMI.
  • LOW, G.S.; LAMB, C.W. (2000), “The Mea- surement and Dimensionality of Brand Associations”, Journal of Product & Brand Management, Vol.9, No.6, (350- 368).
  • MCALEXANDER, J.H.; SCHOUTEN, J.W.; KOENING, H.F. (2002), “Building Brand Community”, Journal of Marke- ting, Vol.66, No.1, (38-54).
  • MCALEXANDER, J.H.; KIM, S.K.; RO- BERTS, S.D. (2003), “Loyalty: The Influ- ences of Satisfaction and Brand Community Integration”, Journal of Marketing Theory and Practice, Vol.11, No.4, (1-11).
  • MARK, M.; PEARSON, C. (2002), The Hero and The Outlaw: Buildins Extraordi- nary Brands Through the Power of Arc- hetypes, McGraw-Hill, USA.
  • MATTHIESEN, I.; PHAU, I. (2005), “The ‘HUGO BOSS’ Connection: Achieving Global Brand Consistency Across Co- untries”, Journal of Brand Manage- ment, Vol.12, (325-338).
  • PAPPU, R.; QUESTER, P.G.; COOKSEY, R.W. (2006), “Consumer-Based Brand Equity and Country-of-origin Relati- onships”, European Journal of Marke- ting, Vol.40, No.5/6, (697-717).
  • ROMANIUK, J.; BOGOMOLOVA, S. (2005), “Variation in Brand Trust Scores”, Jo- urnal of Targeting, Measurement and Analysis for Marketing, Vol.13, No.4, (697-717).
  • SIVIDAS, E.; BAKER-PREWITT, J.L (2000), “An Examination of The Relationship Between Service Quality, Customer Sa- tisfaction and Store Loyalty”, Interna- tional Journal of Retail & Distribution Management, Vol. 28, No. 2, (73-82).
  • STERN, B.; ZINKHAN, G.M; JAJU, A. (2001), “Images in Marketing: Congru- ence of Store, Brand and Corporate Images”, Marketing Theory, Vol.1, No.2, (201-224).
  • TAYLOR, S.A.; HUNTER, G. (2003), “An Exploratory Investigation into The An- tecedents of Satisfaction, Brand Atti- tude and Loyalty Within The (B2B) eCRM Industry”, Journal of Consumer Satisfaction. Dissatisfaction and Com- plaining Behavior, Vol.15, (19-35).
  • THOMSON, M.; MACINNIS, D.J.; PARK, C.W. (2005), “The Ties That Blind: Mea- suring the Strength of Consumers’ Emotional Attachments to Brands”, Jo- urnal of Consumer Psychology, Vol.15, No.1, (77-91).
  • TSAI; S. (2006), “Investigating Archetype- Icon Transformation in Brand Marke- ting”, Marketing Intelligence & Planning, Vol.24, No.6, (648-663).
  • VAVRA, T.G. (1999), Müşteri Tatmini Öl- çümlerinizi Geliştirmenin Yolları, (Çev. Günhan Günay), KalDer Yayınları No:28, İstanbul.
  • WANG, G. (2002), “Attitudinal Correlates of Brand Commitment: An Empirical Study”, Journal of Relationship Marke- ting, Vol.1, No.2, (57-75).
  • WASHBURN, J.H.; PLANK, R.E. (2002), “Measuring Brand Equity: An Evalua- tion of a Consumer-Based Brand Equity Scale”, Journal of Marketing Theory & Practice, Vol.10/1, (46-61).
  • WEBSTER, F.E. (2000), “Understanding The Relationships Among Brands, Consu- mers and Resellers”, Journal of the Aca- demy of Marketing Science, Vol.28, No.1, (17-23).
There are 54 citations in total.

Details

Other ID JA24DM27VH
Journal Section Articles
Authors

Yard. Doç Dr. Şükrü Yapraklı This is me

Publication Date December 1, 2009
Published in Issue Year 2009 Volume: 11 Issue: 4

Cite

APA Yapraklı, Y. D. D. Ş. (2009). Marka Bilgisi Ve Marka İlişkilerinin Mevcut Ve Gelecekteki Satın Alımlara Etkisi. ISGUC The Journal of Industrial Relations and Human Resources, 11(4), 7-30.
AMA Yapraklı YDDŞ. Marka Bilgisi Ve Marka İlişkilerinin Mevcut Ve Gelecekteki Satın Alımlara Etkisi. isguc. December 2009;11(4):7-30.
Chicago Yapraklı, Yard. Doç Dr. Şükrü. “Marka Bilgisi Ve Marka İlişkilerinin Mevcut Ve Gelecekteki Satın Alımlara Etkisi”. ISGUC The Journal of Industrial Relations and Human Resources 11, no. 4 (December 2009): 7-30.
EndNote Yapraklı YDDŞ (December 1, 2009) Marka Bilgisi Ve Marka İlişkilerinin Mevcut Ve Gelecekteki Satın Alımlara Etkisi. ISGUC The Journal of Industrial Relations and Human Resources 11 4 7–30.
IEEE Y. D. D. Ş. Yapraklı, “Marka Bilgisi Ve Marka İlişkilerinin Mevcut Ve Gelecekteki Satın Alımlara Etkisi”, isguc, vol. 11, no. 4, pp. 7–30, 2009.
ISNAD Yapraklı, Yard. Doç Dr. Şükrü. “Marka Bilgisi Ve Marka İlişkilerinin Mevcut Ve Gelecekteki Satın Alımlara Etkisi”. ISGUC The Journal of Industrial Relations and Human Resources 11/4 (December 2009), 7-30.
JAMA Yapraklı YDDŞ. Marka Bilgisi Ve Marka İlişkilerinin Mevcut Ve Gelecekteki Satın Alımlara Etkisi. isguc. 2009;11:7–30.
MLA Yapraklı, Yard. Doç Dr. Şükrü. “Marka Bilgisi Ve Marka İlişkilerinin Mevcut Ve Gelecekteki Satın Alımlara Etkisi”. ISGUC The Journal of Industrial Relations and Human Resources, vol. 11, no. 4, 2009, pp. 7-30.
Vancouver Yapraklı YDDŞ. Marka Bilgisi Ve Marka İlişkilerinin Mevcut Ve Gelecekteki Satın Alımlara Etkisi. isguc. 2009;11(4):7-30.