Araştırma Makalesi
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Satın Alma Kararında Tüketicilerin Algıladığı Marka Denkliğinin Etkisi: Hizmet Sektöründe Bir Uygulama

Yıl 2017, Cilt: 2 Sayı: 1, 61 - 79, 10.11.2017

Öz

Günümüzde işletmelerin maddi
olmayan varlıklarını oluşturan markalar, ürün satın alımlarında ve hizmet
tercihlerinde önemli bir araçtır. Yüksek rekabet ortamında işletmelerin,
varlıklarını devam ettirebilmeleri için tüm işletme faaliyetlerini uzun vadede
planlayarak gerçekleştirmelidir. Dolayısıyla sektörde sürdürülebilir başarı
sağlamak ve rakiplerinden farklı olmak, işletmelerin uzun dönemde var olmasını
sağlamaktadır.



David
Aaker’in marka denkliği modeli içerisinde yer alan marka farkındalığı, marka
çağrışımı, marka sadakati ve algılanan kalite unsurları çalışmamızın
metodolojisini oluşturmaktadır. Marka denkliği unsurlarının, tüketicilerin
satın alma kararlarını nasıl etkilediğinin anlaşılması havayolu hizmet
sektöründe oldukça önemlidir. Bununla beraber firmanın satışları dolayısıyla
firmanın performansı üzerinde de çok önemli etkileri bulunmaktadır. Marka
denkliğinin bağımlı değişkenleri olan satın alma niyeti, tavsiye etme ve
müşteri memnuniyeti üzerindeki etkisinin belirlenmesi, bu çalışmanın temel
amacını oluşturmaktadır. Satın alma niyeti, tavsiye etme ve müşteri memnuniyeti
gibi duygusal ve zihinsel boyutlar da çalışmaya dahil edilerek araştırma
yapılması oldukça önem arz etmektedir. Geçerliliği ve güvenirliliği sınanan
anket formu tesadüfi olmayan örneklem yöntemi ile seçilen daha önce havayolu
ile yolculuk yapmış 220 kişi üzerinde uygulanmıştır. Elde edilen veriler
araştırma modelini
sınamak üzere istatistiksel analizlere
tabi tutulmuştur.

Kaynakça

  • AAKER, D.A. (1991) Managing Brand Equity, The Free Press: New York.
  • AAKER, D. A. (1996). “Measuring Brand Equity across Products and Markets”, California Management Review, 38(3), 102-120.
  • AAKER, David. A.(2010), “Güçlü Markalar Yaratmak”, Çev.: E. Demir, İstanbul, Mediacat Yayınları.
  • BEARDEN, W. O., and Shimp, T. A. (1982). “The Use of Extrinsic Cues to Facilitate Product Adoption”, Journal of Marketing Research, 229-239.
  • BERRY, L. L. (2000). “Cultivating Service Brand Equity”, Journal of the Academy of Marketing Science, 28(1), 128-137.
  • BUIL, I., de Chernatony, L., and Martínez, E. (2008). “A Cross-National Validation of the Consumer-Based Brand Equity Scale”, Journal of Product and Brand Management, 17(6), 384-392.
  • BUIL, I., Martínez, E., and de Chernatony, L. (2013). “The Influence of Brand Equity on Consumer Responses”, Journal of Consumer Marketing, 30(1), 62-74.
  • CHEN, C. F., and Chang, Y. Y. (2008). “Airline Brand Equity, Brand Preference, and Purchase İntentions—The Moderating Effects of Switching Costs”, Journal of Air Transport Management, 14(1), 40-42.
  • CHEN, C. F., and Tseng, W. S. (2010). “Exploring customer-based airline brand equity: Evidence from Taiwan”, Transportation Journal, 24-34.
  • COBBY-WALGREN, C.J., Ruble, C.A. and Donth, N. (1995), “Brand Equity, Brand Preference, and Purchase Intent”, Journal of Advertising, 24(3), 25-40.
  • FELDWICK, P. (1996). “Do We Really Need ‘Brand Equity?”, Journal of Brand Management, 4(1), 9-28.
  • GARTNER, W. C., and Ruzzier, M. K. (2011). “Tourism Destination Brand Equity Dimensions: Renewal Versus Repeat Market”, Journal of Travel Research, 50(5), 471-481
  • GIL, B. R., Fraj Andres, E., and Martinez Salinas, E. (2007). “Family as a Source of Consumer-Based Brand Equity”, Journal of Product and Brand Management, 16(3), 188-199.
  • IM, H. H., Kim, S. S., Elliot, S., and Han, H. (2012). “Conceptualizing Destination Brand Equity Dimensions from a Consumer-Based Brand Equity Perspective”, Journal of Travel and Tourism Marketing, 29(4), 385-403.
  • JUNG, J., and Sung, E. (2008). “Consumer-Based Brand Equity: Comparisons among Americans and South Koreans in the USA and South Koreans in Korea”, Journal of Fashion Marketing and Management: An International Journal, 12(1), 24-35.
  • KAYAMAN, R., and Arasli, H. (2007). “Customer based Brand Equity: Evidence From The Hotel Industry”,. Managing Service Quality: An International Journal, 17(1), 92-109. KELLER, K. L. (1993). “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity”, The Journal of Marketing, 1-22. KIM, H. B., Gon Kim, W., and An, J. A. (2003). “The Effect of Consumer-based Brand Equity on Firms’ Financial Performance”, Journal of Consumer Marketing, 20(4), 335-351. KIM, J. H., and Hyun, Y. J. (2011). “A Model to Investigate the Influence of Marketing-Mix Efforts and Corporate Image on Brand Equity in the IT Software Sector”, Industrial Marketing Management, 40(3), 424-438. KIM, W. G., Jin-Sun, B., and Kim, H. J. (2008). “Multidimensional Customer-Based Brand Equity and Its Consequences in Midpriced Hotels”, Journal of Hospitality & Tourism Research, 32(2), 235-254. KIM, K. H., Kim, K. S., Kim, D. Y., Kim, J. H., and Kang, S. H. (2008). “Brand Equity in Hospital Marketing”, Journal of Business Research, 61(1), 75-82.
  • KIM, H. B., and Kim, W. G. (2005). “The Relationship between Brand Equity and Firms’ Performance in Luxury Hotels and Chain Restaurants”, Tourism management, 26(4), s. 549-560. KNOX, S., and Walker, D. (2001). “Measuring and Managing Brand Loyalty”, Journal of Strategic Marketing, 9(2), 111-128.
  • KOTLER, P., and Keller, K. L. (2011). Marketing Management, 14th ed. Englewood Cliffs, NJ: Printice Hall, Inc.
  • LEE, M., and Cunningham, L. F. (2001). “A Cost/Benefit Approach to Understanding Service Loyalty”, Journal of Services Marketing, 15 (2): 113–130.
  • LOW, G. S., and Lamb Jr, C. W. (2000). “The Measurement and Dimensionality of Brand Associations”, Journal of Product & Brand Management, 9(6), 350-370.
  • NETEMEYER, R. G., Krishnan, B., Pullig, C., Wang, G., Yagci, M., Dean, D., ... and Wirth, F. (2004). “Developing and Validating Measures of Facets of Customer-Based Brand Equity”, Journal of Business Research, 57(2), 209-224.
  • PAPPU, R., Quester, P., and Cooksey, R.W. (2005). “Consumer-based Brand Equity: Improving the Measurement-empirical Evidence”, Journal of Product & Brand Management, 14(3), 143-154.
  • PAPPU, R., and Quester, P. (2006). A Consumer-Based Method for Retailer Equity Measurement: Results of an Empirical Study”, Journal of Retailing and Consumer Services, 13(5), 317-329.
  • TONG, X., and Hawley, J. M. (2009a). “Creating Brand Equity in the Chinese Clothing Market: the Effect of Selected Marketing Activities on Brand Equity Dimensions”, Journal of Fashion Marketing and Management, 13(4), 566-581.
  • TONG, X., and Hawley, J. M. (2009b). “Measuring Customer-based Brand Equity: Empirical Evidence, from the Sportswear Market in China”, Journal of Product & Brand Management, 18(4), 262-271.
  • WOOD, L. (2000). “Brands and Brand Equity: Definition and Management”, Management Decision, 38(9), 662-669.
  • YOO, B., and Donthu, N. (2001). “Developing and Validating a Multidimensional Consumer-Based Brand Equity Scale”, Journal of Business Research, 52(1), 1-14.
  • YOO, B., ve Donthu, N. (2002). “Testing Cross-Cultural Invariance of the Brand Equity Creation Process”, Journal of Product & Brand Management, 11(6), 380-398.
  • YOO, B., Donthu, N., and Lee, S. (2000). “An Examination of Selected Marketing Mix Elements and Brand Equity”, Journal of the Academy of Marketing Science, 28(2), 195-211.
  • ZEITHMAL, V. A. (1988). “Consumer Perceptions of Price, Quality, And Value: A Means-End Model and Synthesis of Evidence”, The Journal of Marketing, 2-22.
Yıl 2017, Cilt: 2 Sayı: 1, 61 - 79, 10.11.2017

Öz

Kaynakça

  • AAKER, D.A. (1991) Managing Brand Equity, The Free Press: New York.
  • AAKER, D. A. (1996). “Measuring Brand Equity across Products and Markets”, California Management Review, 38(3), 102-120.
  • AAKER, David. A.(2010), “Güçlü Markalar Yaratmak”, Çev.: E. Demir, İstanbul, Mediacat Yayınları.
  • BEARDEN, W. O., and Shimp, T. A. (1982). “The Use of Extrinsic Cues to Facilitate Product Adoption”, Journal of Marketing Research, 229-239.
  • BERRY, L. L. (2000). “Cultivating Service Brand Equity”, Journal of the Academy of Marketing Science, 28(1), 128-137.
  • BUIL, I., de Chernatony, L., and Martínez, E. (2008). “A Cross-National Validation of the Consumer-Based Brand Equity Scale”, Journal of Product and Brand Management, 17(6), 384-392.
  • BUIL, I., Martínez, E., and de Chernatony, L. (2013). “The Influence of Brand Equity on Consumer Responses”, Journal of Consumer Marketing, 30(1), 62-74.
  • CHEN, C. F., and Chang, Y. Y. (2008). “Airline Brand Equity, Brand Preference, and Purchase İntentions—The Moderating Effects of Switching Costs”, Journal of Air Transport Management, 14(1), 40-42.
  • CHEN, C. F., and Tseng, W. S. (2010). “Exploring customer-based airline brand equity: Evidence from Taiwan”, Transportation Journal, 24-34.
  • COBBY-WALGREN, C.J., Ruble, C.A. and Donth, N. (1995), “Brand Equity, Brand Preference, and Purchase Intent”, Journal of Advertising, 24(3), 25-40.
  • FELDWICK, P. (1996). “Do We Really Need ‘Brand Equity?”, Journal of Brand Management, 4(1), 9-28.
  • GARTNER, W. C., and Ruzzier, M. K. (2011). “Tourism Destination Brand Equity Dimensions: Renewal Versus Repeat Market”, Journal of Travel Research, 50(5), 471-481
  • GIL, B. R., Fraj Andres, E., and Martinez Salinas, E. (2007). “Family as a Source of Consumer-Based Brand Equity”, Journal of Product and Brand Management, 16(3), 188-199.
  • IM, H. H., Kim, S. S., Elliot, S., and Han, H. (2012). “Conceptualizing Destination Brand Equity Dimensions from a Consumer-Based Brand Equity Perspective”, Journal of Travel and Tourism Marketing, 29(4), 385-403.
  • JUNG, J., and Sung, E. (2008). “Consumer-Based Brand Equity: Comparisons among Americans and South Koreans in the USA and South Koreans in Korea”, Journal of Fashion Marketing and Management: An International Journal, 12(1), 24-35.
  • KAYAMAN, R., and Arasli, H. (2007). “Customer based Brand Equity: Evidence From The Hotel Industry”,. Managing Service Quality: An International Journal, 17(1), 92-109. KELLER, K. L. (1993). “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity”, The Journal of Marketing, 1-22. KIM, H. B., Gon Kim, W., and An, J. A. (2003). “The Effect of Consumer-based Brand Equity on Firms’ Financial Performance”, Journal of Consumer Marketing, 20(4), 335-351. KIM, J. H., and Hyun, Y. J. (2011). “A Model to Investigate the Influence of Marketing-Mix Efforts and Corporate Image on Brand Equity in the IT Software Sector”, Industrial Marketing Management, 40(3), 424-438. KIM, W. G., Jin-Sun, B., and Kim, H. J. (2008). “Multidimensional Customer-Based Brand Equity and Its Consequences in Midpriced Hotels”, Journal of Hospitality & Tourism Research, 32(2), 235-254. KIM, K. H., Kim, K. S., Kim, D. Y., Kim, J. H., and Kang, S. H. (2008). “Brand Equity in Hospital Marketing”, Journal of Business Research, 61(1), 75-82.
  • KIM, H. B., and Kim, W. G. (2005). “The Relationship between Brand Equity and Firms’ Performance in Luxury Hotels and Chain Restaurants”, Tourism management, 26(4), s. 549-560. KNOX, S., and Walker, D. (2001). “Measuring and Managing Brand Loyalty”, Journal of Strategic Marketing, 9(2), 111-128.
  • KOTLER, P., and Keller, K. L. (2011). Marketing Management, 14th ed. Englewood Cliffs, NJ: Printice Hall, Inc.
  • LEE, M., and Cunningham, L. F. (2001). “A Cost/Benefit Approach to Understanding Service Loyalty”, Journal of Services Marketing, 15 (2): 113–130.
  • LOW, G. S., and Lamb Jr, C. W. (2000). “The Measurement and Dimensionality of Brand Associations”, Journal of Product & Brand Management, 9(6), 350-370.
  • NETEMEYER, R. G., Krishnan, B., Pullig, C., Wang, G., Yagci, M., Dean, D., ... and Wirth, F. (2004). “Developing and Validating Measures of Facets of Customer-Based Brand Equity”, Journal of Business Research, 57(2), 209-224.
  • PAPPU, R., Quester, P., and Cooksey, R.W. (2005). “Consumer-based Brand Equity: Improving the Measurement-empirical Evidence”, Journal of Product & Brand Management, 14(3), 143-154.
  • PAPPU, R., and Quester, P. (2006). A Consumer-Based Method for Retailer Equity Measurement: Results of an Empirical Study”, Journal of Retailing and Consumer Services, 13(5), 317-329.
  • TONG, X., and Hawley, J. M. (2009a). “Creating Brand Equity in the Chinese Clothing Market: the Effect of Selected Marketing Activities on Brand Equity Dimensions”, Journal of Fashion Marketing and Management, 13(4), 566-581.
  • TONG, X., and Hawley, J. M. (2009b). “Measuring Customer-based Brand Equity: Empirical Evidence, from the Sportswear Market in China”, Journal of Product & Brand Management, 18(4), 262-271.
  • WOOD, L. (2000). “Brands and Brand Equity: Definition and Management”, Management Decision, 38(9), 662-669.
  • YOO, B., and Donthu, N. (2001). “Developing and Validating a Multidimensional Consumer-Based Brand Equity Scale”, Journal of Business Research, 52(1), 1-14.
  • YOO, B., ve Donthu, N. (2002). “Testing Cross-Cultural Invariance of the Brand Equity Creation Process”, Journal of Product & Brand Management, 11(6), 380-398.
  • YOO, B., Donthu, N., and Lee, S. (2000). “An Examination of Selected Marketing Mix Elements and Brand Equity”, Journal of the Academy of Marketing Science, 28(2), 195-211.
  • ZEITHMAL, V. A. (1988). “Consumer Perceptions of Price, Quality, And Value: A Means-End Model and Synthesis of Evidence”, The Journal of Marketing, 2-22.
Toplam 30 adet kaynakça vardır.

Ayrıntılar

Bölüm Makaleler
Yazarlar

Gökhan Akel

Fatma Çakır

Yayımlanma Tarihi 10 Kasım 2017
Yayımlandığı Sayı Yıl 2017 Cilt: 2 Sayı: 1

Kaynak Göster

APA Akel, G., & Çakır, F. (2017). Satın Alma Kararında Tüketicilerin Algıladığı Marka Denkliğinin Etkisi: Hizmet Sektöründe Bir Uygulama. Aydın İktisat Fakültesi Dergisi, 2(1), 61-79.