GENÇ TÜKETİCİLERİN MARKA KİŞİLİĞİ ALGILAMALARININ CİNSİYETE GÖRE DEĞERLENDİRİLMESİ:MCDONALD’S VE BURGER KING

Yıl 2010, Sayı: 11, 139 - 165, 01.06.2010

Nihan Özgüven Ezgi Karataş

Öz

Günümüzde marka kişiliği yaratmak işletmelerin en önemli rekabetaracı haline gelmiştir. Geçmişte işletmeler için sadece yeni bir ürün yaratmakönemli iken bugün, yeni ürün yaratmanın yanı sıra marka kişiliği oluşturmakda önemli hale gelmiştir. Tüketiciler, kullandıkları ürünler ile kendikişiliklerini özdeşleştirmekte ve kendilerini markaları ile ifade etmektedirler.Güçlü bir kişiliğe sahip marka ile tüketici arasında kurulan duygusal bağ,tüketicinin memnuniyetini arttırmaktadır. Çalışmada, McDonald’s ve BurgerKing hızlı tüketimi restoranları markalarının gençler tarafından cinsiyetegöre farklı kişilik özellikleri ile algılandığını ortaya çıkmaktadır. Çalışmasonucunda, Aaker marka kişiliği ölçeğinin tanımlanması yapılmakta veölçeğin bundan sonra yapılacak çalışmalara temel oluşturacağıdüşünülmektedir

Anahtar Kelimeler

Marka Kişiliği, Marka kişiliği ölçeği, Hızlı Tüketim Restoranları

THE PERCEPTION OF BRAND PERSONALITIES OF FAST-FOOD RESTAURANTS BY YOUTH: MCDONALD’S AND BURGER KING

Öz

Nowadays, creating brand personality became most importantcompetition tool for businesses. While it was important just to create a newproduct at past, today creating brand personality became important as well asnew product creation. Consumers correspond their personality with thepersonality of the brand and express themselves with those brands.Emotional relations that were established with a powerful brand andconsumer increases consumer satisfaction. The study determines that theMcDonald’s and Burger King fast food restaurant brands personalities’attributes are perceived as different from university students by means ofgender. At the result of the study, the description of Aaker’s brandpersonality scale was made and it was thought that this scale will be a basisfor future studies

Anahtar Kelimeler

Brand Personality, Brand Personality Scale, Fast Food Restaurants

Kaynakça

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