Using Associations To Create Positive Brand Attitude For Generation Y Consumers: Application In Fashion Retailing

Yıl 2009, Cilt: 14 Sayı: 2, 261 - 276, 01.06.2009

  Yrd.Doç.Dr.Müge Yalçın Dr.İrem Erenerdoğmuş Şule Demir

Öz

Anahtar Kelimeler

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JENERASYON Y TÜKETİCİLERİ İÇİN MARKA ÇAĞRIŞIMLARI İLE OLUMLU MARKA TUTUMU YARATMAK: MODA PERAKENDECİLİĞİNDE UYGULAMA

Öz

Bu çalışmanın amacı Türkiye’de moda perakendeciliğinde Jenerasyon Y için olumlu marka tutumu ve satın alma niyeti yaratan marka çağrışımlarını belirlemektir. 1977 ve 1994 yılları arasında doğan Jenerasyon-Y Türkiye’de 15 milyon insanı temsil etmektedir. Marka çağrışımları ve tutumu mevcut yazın ışığında tartışılmış ve konu ile ilgili ampirik bulgular yorumlanmıştır. Çalışmanın sonuçları birkaç marka çağrışımının; kolaylık, değer ve deneyimsel alışverişin olumlu marka tutumu üzerinde önemli etkisi olduğunu göstermiştir.

Anahtar Kelimeler

Marka tutumu, marka çağrışımları, Jenerasyon Y, moda perakendeciliği

Kaynakça

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