Algılanan Lüks Marka Değerinin ve Marka İtibarının Premium Fiyat Ödeme İstekliliği Üzerindeki Etkisi

Ozge Habiboglu; Aypar Uslu

doi:10.26466/opus.572789

TR EN

Algılanan Lüks Marka Değerinin ve Marka İtibarının Premium Fiyat Ödeme İstekliliği Üzerindeki Etkisi

Abstract

Lüks mallar tarihin her döneminde bireyler için ilgi çekici ve satın alma arzusu uyandıran mallar olarak yer almıştır. Lüks malların diğer mallardan ayrılmasında önemli bir etken ise sahip olmak isteyenlere sunduğu değerler olmaktadır. Lüks malların değer önermeleri ise tarih içerisinde değişmiş ve daha karmaşık hale gelmiştir. Sunulan değer önermesinin bedeli olarak ise işletmeler bu mallar için özel ve yüksek fiyatlar belirlemektedirler. Lüks mallar karşısında işletmelerin premium fiyatlar istemesi, tüketicilere sundukları değerlerle tüketici beklentilerini karşıladığında kabul görmektedir. Mevcut araştırmanın amacı tüketicilerin premium fiyat ödeme istekliliğine etki eden faktörleri araştırmaktır. Araştırma modelinde marka itibarı ve algılanan lüks marka değerinin Premium fiyat ödeme istekliliği üzerindeki etkisi araştırılmıştır. Araştırma kapsamında kolayda örneklem ile 273 anket yapılmıştır. Lüks marka değeri altında fonksiyonel değer, deneyimsel değer ve sembolik değerin etkisi ölçülmüştür. Çalışma bulgularında marka itibarının hem algılanan marka değeri boyutlarına hem de premium fiyat ödeme istekliliğine anlamlı bir etkisi olduğu bulunmuştur. Ayrıca algılanan değer boyutlarından fonksiyonel değer ve deneyimsel değerin de premium fiyat ödeme istekliliği üzerinde anlamlı bir etkisi olduğu elde edilmiştir.

Keywords

Lüks markalar,Algılanan değer,Marka itibarı,Premium fiyat ödeme istekliliği,Marka Değeri

The Effect of Perceived Luxury Brand Value and Brand Reputation on Willingness to Pay Price Premium

Abstract

During history, luxury goods have been an interesting and demanding goods for individuals. An important factor in the separation of luxury goods from other goods is the values it offers to those who wish to own. The value propositions of luxury goods have changed and become more complex in history. As the return of the value proposition offered, the companies set special and high prices for these goods. The fact that companies demand premium prices against luxury goods is accepted when they meet consumer expectations with the values they offer to consumers. The aim of the present research is to investigate the factors that affect consumers' willingness to pay price premium. In the research model, the effect of brand reputation and perceived luxury brand value on the willingness to pay price premium was investigated. Within the scope of the study, 273 questionnaires were conducted with convenience sampling method. Under the luxury brand value, the effect of functional value, experiential value and symbolic value was measured. In the study findings, it was found that brand reputation has a significant effect on both perceived brand value dimensions and willingness to pay premium price. In addition, functional value and experiential value of perceived value dimensions had a significant effect on willingness to pay premium price.

Keywords

Luxury brands,Perceived value,Brand reputation,Willingness to pay premium price,Brand Value

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Details

Primary Language

Turkish

Subjects

Operation

Journal Section

Research Article

Authors

Ozge Habiboglu ^*
0000-0001-5312-5024
Türkiye

Aypar Uslu
0000-0002-6994-9367

Publication Date

December 31, 2019

Submission Date

May 31, 2019

Acceptance Date

December 31, 2019

Published in Issue

Year 2019 Volume: 14 Number: 20

DOI

https://doi.org/10.26466/opus.572789

IZ

https://izlik.org/JA34HA62HZ

APA

Habiboglu, O., & Uslu, A. (2019). Algılanan Lüks Marka Değerinin ve Marka İtibarının Premium Fiyat Ödeme İstekliliği Üzerindeki Etkisi. OPUS International Journal of Society Researches, 14(20), 1680-1709. https://doi.org/10.26466/opus.572789

AMA

1.Habiboglu O, Uslu A. Algılanan Lüks Marka Değerinin ve Marka İtibarının Premium Fiyat Ödeme İstekliliği Üzerindeki Etkisi. OPUS International Journal of Society Researches. 2019;14(20):1680-1709. doi:10.26466/opus.572789

Chicago

Habiboglu, Ozge, and Aypar Uslu. 2019. “Algılanan Lüks Marka Değerinin Ve Marka İtibarının Premium Fiyat Ödeme İstekliliği Üzerindeki Etkisi”. OPUS International Journal of Society Researches 14 (20): 1680-1709. https://doi.org/10.26466/opus.572789.

EndNote

Habiboglu O, Uslu A (December 1, 2019) Algılanan Lüks Marka Değerinin ve Marka İtibarının Premium Fiyat Ödeme İstekliliği Üzerindeki Etkisi. OPUS International Journal of Society Researches 14 20 1680–1709.

IEEE

[1]O. Habiboglu and A. Uslu, “Algılanan Lüks Marka Değerinin ve Marka İtibarının Premium Fiyat Ödeme İstekliliği Üzerindeki Etkisi”, OPUS International Journal of Society Researches, vol. 14, no. 20, pp. 1680–1709, Dec. 2019, doi: 10.26466/opus.572789.

ISNAD

Habiboglu, Ozge - Uslu, Aypar. “Algılanan Lüks Marka Değerinin Ve Marka İtibarının Premium Fiyat Ödeme İstekliliği Üzerindeki Etkisi”. OPUS International Journal of Society Researches 14/20 (December 1, 2019): 1680-1709. https://doi.org/10.26466/opus.572789.

JAMA

1.Habiboglu O, Uslu A. Algılanan Lüks Marka Değerinin ve Marka İtibarının Premium Fiyat Ödeme İstekliliği Üzerindeki Etkisi. OPUS International Journal of Society Researches. 2019;14:1680–1709.

MLA

Habiboglu, Ozge, and Aypar Uslu. “Algılanan Lüks Marka Değerinin Ve Marka İtibarının Premium Fiyat Ödeme İstekliliği Üzerindeki Etkisi”. OPUS International Journal of Society Researches, vol. 14, no. 20, Dec. 2019, pp. 1680-09, doi:10.26466/opus.572789.

Vancouver

1.Ozge Habiboglu, Aypar Uslu. Algılanan Lüks Marka Değerinin ve Marka İtibarının Premium Fiyat Ödeme İstekliliği Üzerindeki Etkisi. OPUS International Journal of Society Researches. 2019 Dec. 1;14(20):1680-709. doi:10.26466/opus.572789

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