Marka Özgünlüğünü Tanımlamak ve Ölçmek: Kavramsal Çerçeve ve Ölçek Geliştirme Çalışması

Adem Uysal; İbrahim Atilla Karataş

doi:10.16951/trendbusecon.1714904

TR EN

Marka Özgünlüğünü Tanımlamak ve Ölçmek: Kavramsal Çerçeve ve Ölçek Geliştirme Çalışması

Abstract

Bu çalışmanın amacı, marka özgünlüğü kavramını tüketici bakış açısıyla ele alarak, temel unsurlarını bütüncül bir yaklaşımla değerlendiren geçerli ve güvenilir bir ölçek geliştirmektir. Bu bağlamda, literatürdeki tanım ve ölçüm eksikliklerinden yola çıkılarak, Türkiye bağlamına uygun yeni bir tanım önermek ve bu tanım doğrultusunda ölçek maddeleri geliştirmektir. Ölçek geliştirme sürecinde kapsam ve görünüş geçerliliği sağlanmıştır. Ardından açımlayıcı ve doğrulayıcı faktör analizleri ile yapı geçerliliği sınanmıştır. Ayrıca, yakınsak ve ayırt edici geçerlilik analizleri yapılmış, güvenilirlik ise Cronbach alfa katsayısı ile değerlendirilmiştir. Kavramsal çerçevede başlangıçta "Güvenilirlik" olarak öngörülen boyut, ampirik analizler neticesinde maddelerin anlamsal içeriği ve faktör yükleri doğrultusunda "Kaliteye Bağlılık" olarak yeniden isimlendirilmiştir. Yapılan açımlayıcı faktör analizi (AFA) sonucunda, geliştirilen marka özgünlüğü ölçeğinin üç boyuttan oluştuğu belirlenmiştir: orijinallik, marka mirası ve kaliteye bağlılık. Elde edilen faktör yapısı, doğrulayıcı faktör analizi (DFA) ile de test edilmiş ve modelin uyum iyiliği indekslerinin (CFI, TLI, RMSEA, SRMR gibi) kabul edilebilir düzeyde olduğu görülmüştür. Elde edilen bulgular, marka özgünlüğünü tüketici perspektifinden ölçmek amacıyla geliştirilen ölçeğin çok boyutlu yapısını desteklemiş ve ölçeğin geçerli ve güvenilir olduğunu ortaya koymuştur. Bu çalışma hem teorik literatüre katkı sağlamakta hem de uygulayıcılar için marka özgünlüğü stratejilerinin belirlenmesinde kullanılabilecek pratik bir ölçüm aracı sunmaktadır.

Keywords

Marka Özgünlüğü, Öiçek Geliştirme, Orijinalik, Marka Mirası, Kaliteye bağlılık

Defining and Measuring Brand Authenticity: A Conceptual Framework and Scale Development Study

Abstract

This study aims to develop a valid, reliable scale that evaluates the core elements of brand authenticity from a consumer perspective using a holistic approach. Within this framework, drawing upon the conceptual and measurement deficiencies in the literature, the study aims to propose a new definition tailored to the Turkish context and to generate scale items in line with this definition. The scale development process ensured content and face validity, followed by assessing construct validity through exploratory and confirmatory factor analyses. Additionally, convergent and discriminant validities were examined, and reliability was evaluated using the Cronbach's alpha coefficient. The dimension initially conceptualized as "Reliability" within the theoretical framework was profiles/renamed as "Quality Commitment" based on the factor loadings and semantic content of the items resulting from the empirical analyses. The exploratory factor analysis (EFA) revealed that the developed brand authenticity scale consists of three dimensions: originality, brand heritage, and quality commitment. The resulting factor structure was further tested via confirmatory factor analysis (CFA), demonstrating acceptable levels of goodness-of-fit indices (such as CFI, TLI, RMSEA, and SRMR). These findings support the multidimensional structure of the scale developed to measure brand authenticity from the consumer perspective, confirming its validity and reliability. This study not only contributes to the theoretical literature but also offers practitioners a practical measurement tool that can be utilized in determining brand authenticity strategies.

Keywords

Brand authenticity, Scale development, Originality, Brand Heritage, Quality Commitment

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Details

Primary Language

Turkish

Subjects

Product and Brand Management

Journal Section

Research Article

Authors

Adem Uysal ^*
0000-0001-7381-3852
Türkiye

İbrahim Atilla Karataş
0000-0003-4483-0244
Türkiye

Publication Date

October 15, 2026

Submission Date

June 11, 2025

Acceptance Date

October 5, 2026

Published in Issue

Year 2026 Volume: 40 Number: 4

DOI

https://doi.org/10.16951/trendbusecon.1714904

IZ

https://izlik.org/JA36LX58FN

APA

Uysal, A., & Karataş, İ. A. (2026). Marka Özgünlüğünü Tanımlamak ve Ölçmek: Kavramsal Çerçeve ve Ölçek Geliştirme Çalışması. Trends in Business and Economics, 40(4), 704-721. https://doi.org/10.16951/trendbusecon.1714904

AMA

1.Uysal A, Karataş İA. Marka Özgünlüğünü Tanımlamak ve Ölçmek: Kavramsal Çerçeve ve Ölçek Geliştirme Çalışması. Trend Bus Econ. 2026;40(4):704-721. doi:10.16951/trendbusecon.1714904

Chicago

Uysal, Adem, and İbrahim Atilla Karataş. 2026. “Marka Özgünlüğünü Tanımlamak Ve Ölçmek: Kavramsal Çerçeve Ve Ölçek Geliştirme Çalışması”. Trends in Business and Economics 40 (4): 704-21. https://doi.org/10.16951/trendbusecon.1714904.

EndNote

Uysal A, Karataş İA (October 1, 2026) Marka Özgünlüğünü Tanımlamak ve Ölçmek: Kavramsal Çerçeve ve Ölçek Geliştirme Çalışması. Trends in Business and Economics 40 4 704–721.

IEEE

[1]A. Uysal and İ. A. Karataş, “Marka Özgünlüğünü Tanımlamak ve Ölçmek: Kavramsal Çerçeve ve Ölçek Geliştirme Çalışması”, Trend Bus Econ, vol. 40, no. 4, pp. 704–721, Oct. 2026, doi: 10.16951/trendbusecon.1714904.

ISNAD

Uysal, Adem - Karataş, İbrahim Atilla. “Marka Özgünlüğünü Tanımlamak Ve Ölçmek: Kavramsal Çerçeve Ve Ölçek Geliştirme Çalışması”. Trends in Business and Economics 40/4 (October 1, 2026): 704-721. https://doi.org/10.16951/trendbusecon.1714904.

JAMA

1.Uysal A, Karataş İA. Marka Özgünlüğünü Tanımlamak ve Ölçmek: Kavramsal Çerçeve ve Ölçek Geliştirme Çalışması. Trend Bus Econ. 2026;40:704–721.

MLA

Uysal, Adem, and İbrahim Atilla Karataş. “Marka Özgünlüğünü Tanımlamak Ve Ölçmek: Kavramsal Çerçeve Ve Ölçek Geliştirme Çalışması”. Trends in Business and Economics, vol. 40, no. 4, Oct. 2026, pp. 704-21, doi:10.16951/trendbusecon.1714904.

Vancouver

1.Adem Uysal, İbrahim Atilla Karataş. Marka Özgünlüğünü Tanımlamak ve Ölçmek: Kavramsal Çerçeve ve Ölçek Geliştirme Çalışması. Trend Bus Econ. 2026 Oct. 1;40(4):704-21. doi:10.16951/trendbusecon.1714904

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Marka Özgünlüğünü Tanımlamak ve Ölçmek: Kavramsal Çerçeve ve Ölçek Geliştirme Çalışması

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Defining and Measuring Brand Authenticity: A Conceptual Framework and Scale Development Study

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