Year 2015, Volume 11 , Issue 44, Pages 319 - 335 2015-09-30

TÜKETİCİLERİN MARKALARIN LOGO YA DA AMBLEMLERİNE KARŞI TUTUMLARININ MARKA TERCİHLERİ ÜZERİNDEKİ ETKİSİ
THE EFFECT OF CONSUMERS’ ATTITUDES TOWARDS LOGOS OR EMBLEMS ON BRAND PREFERENCE

Sevda DENEÇLİ [1]


Özet

Tüketicilerin markaların logo ya da amblemlerine karı tutumlarının marka tercihleri üzerindeki etkisinin belirlenmeye çalııldıı bu aratırma kolayda örnekleme yöntemiyle 127 kii üzerinde gerçekle- tirilmitir. Aratırma kapsamında Türkiye pazarında en popüler olan, biri logo biri de amblem kullanan uluslararası iki spor giyim markası ele alınmıtır. Aratırmada tüketicilerin logo ve amblem kullanan mar- kaların logo ve amblemlerine ilikin tutumları ile marka tercihleri arasındaki ilikiyi belirlemek amacıyla korelasyon analizi; tüketicilerin markaların logo ve amblemlerine karı tutumlarının marka tercihleri üzerindeki etkisini belirlemek amacıyla ise çoklu regresyon analizi kullanılmıtır. Bu ekilde markanın  logo ya da amblem kullanımının marka tercihi üzerindeki etkisi; logoyu kullanan markayı kullanan ya da kullanmayan bireyler ve amblem kullanan markayı kullanan ya da kullanmayan bireyler dikkate alınarak karşılaştırmalı olarak analiz edilmiştir. 

Abstract

This study, which has attempted to identify the effects of the attitude of consumers towards the brand logos or emblems on their preference for particular brands, has been carried out on 127 people through convenience sampling. Within the scope of the study, two international sports clothing brands, which are the most popular in the Turkish market, have been discussed, one of these using logos and the other using emblems. In the study, correlation analysis has been used to identify the relationship between the attitudes of consumers towards the logos and emblems of brands which use one or other of them and their preference between brands, while multiple regression analysis has been used to identify the effect of the attitude of consumers towards the logos and emblems of brands on their preference for particular brands. In this manner, the effect of the use of logos or emblems by brands on brand preference is analysed comparatively, by taking into consideration individuals who use or do not use brands which use logos or individuals who use or do not use brands which use emblems. 

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  • Sevda DENEÇLİ – sevda.denecli@nisantasi.edu.tr
  • Sevda Deneçli graduated from F.M.V. Işık University, Department of Business Administration
  • in 2004. She got her master degree on Public Relations at Marmara University. In 2012, with
  • dissertation of ‘’The Role of Brand Extension on Corporate Reputation’’ she got her Ph.D. in the
  • field of Public Relations at Marmara University. She is Assist. Prof. Dr. in Public Relations and
  • Advertising at Nişantaşı University. Her research areas are brand, corporate social responsibility and social media.
Primary Language en
Journal Section Makale Başvuru
Authors

Author: Sevda DENEÇLİ

Dates

Publication Date : September 30, 2015

Bibtex @ { maruoneri187936, journal = {Öneri Dergisi}, issn = {1300-0845}, eissn = {2147-5377}, address = {}, publisher = {Marmara University}, year = {2015}, volume = {11}, pages = {319 - 335}, doi = {10.14783/od.v11i44.5000080017}, title = {THE EFFECT OF CONSUMERS’ ATTITUDES TOWARDS LOGOS OR EMBLEMS ON BRAND PREFERENCE}, key = {cite}, author = {Deneçli̇, Sevda} }
APA Deneçli̇, S . (2015). THE EFFECT OF CONSUMERS’ ATTITUDES TOWARDS LOGOS OR EMBLEMS ON BRAND PREFERENCE . Öneri Dergisi , 11 (44) , 319-335 . Retrieved from https://dergipark.org.tr/en/pub/maruoneri/issue/17905/187936
MLA Deneçli̇, S . "THE EFFECT OF CONSUMERS’ ATTITUDES TOWARDS LOGOS OR EMBLEMS ON BRAND PREFERENCE" . Öneri Dergisi 11 (2015 ): 319-335 <https://dergipark.org.tr/en/pub/maruoneri/issue/17905/187936>
Chicago Deneçli̇, S . "THE EFFECT OF CONSUMERS’ ATTITUDES TOWARDS LOGOS OR EMBLEMS ON BRAND PREFERENCE". Öneri Dergisi 11 (2015 ): 319-335
RIS TY - JOUR T1 - THE EFFECT OF CONSUMERS’ ATTITUDES TOWARDS LOGOS OR EMBLEMS ON BRAND PREFERENCE AU - Sevda Deneçli̇ Y1 - 2015 PY - 2015 N1 - DO - T2 - Öneri Dergisi JF - Journal JO - JOR SP - 319 EP - 335 VL - 11 IS - 44 SN - 1300-0845-2147-5377 M3 - UR - Y2 - 2020 ER -
EndNote %0 Öneri Dergisi THE EFFECT OF CONSUMERS’ ATTITUDES TOWARDS LOGOS OR EMBLEMS ON BRAND PREFERENCE %A Sevda Deneçli̇ %T THE EFFECT OF CONSUMERS’ ATTITUDES TOWARDS LOGOS OR EMBLEMS ON BRAND PREFERENCE %D 2015 %J Öneri Dergisi %P 1300-0845-2147-5377 %V 11 %N 44 %R %U
ISNAD Deneçli̇, Sevda . "THE EFFECT OF CONSUMERS’ ATTITUDES TOWARDS LOGOS OR EMBLEMS ON BRAND PREFERENCE". Öneri Dergisi 11 / 44 (September 2015): 319-335 .
AMA Deneçli̇ S . THE EFFECT OF CONSUMERS’ ATTITUDES TOWARDS LOGOS OR EMBLEMS ON BRAND PREFERENCE. Öneri Dergisi. 2015; 11(44): 319-335.
Vancouver Deneçli̇ S . THE EFFECT OF CONSUMERS’ ATTITUDES TOWARDS LOGOS OR EMBLEMS ON BRAND PREFERENCE. Öneri Dergisi. 2015; 11(44): 319-335.