Denizli İlinin Tüketici Temelli Marka Değeri Algısı: Karşılaştırmalı Bir Araştırma

Yıl 2018, , 41 - 59, 15.10.2018

Bahar Akyıldız Duygu Koçoğlu

https://doi.org/10.17067/asm.428522

Cited By: 1

Öz

Günümüzde rekabet
yalnızca işletmeler arasında değil aynı zamanda şehirler ve ülkeler arasında da
yaşanmaktadır. Şehirler ve ülkeler daha fazla ziyaretçi ve yatırımcı çekerek
ekonomilerini kalkındırmak için pazarlama faaliyetlerinde markalaşmaya önem vermektedirler.
Bu çalışmanın amacı, Denizli ilinin; sakinleri, ziyaretçileri ve Pamukkale
Üniversitesi öğrencilerinin tüketici temelli marka değeri algısını ölçmektir.
Ayrıca bu gruplar arasındaki farklılıkları ortaya koymak ve marka değerini
oluşturan boyutları, cinsiyet faktörünü dikkate alarak incelemektir.
Araştırmada nicel araştırma yöntemlerinden, anket tekniği kullanılmış, 530 kişi
ile birebir görüşme yapılmıştır. Elde edilen verilerin analizinde, betimsel
analizlerden, güvenilirlik analizi, Pearson korelasyon analizi ve bağımsız
örneklem t-testi gibi istatistiksel testlerden yararlanılmıştır. Araştırma
sonucunda, ziyaretçilerin ve sakinlerin Denizli ilinin marka değeri algısının
öğrencilere göre daha yüksek düzeyde olduğu; erkek katılımcıların, kadın katılımcılara
göre sadece marka imajı boyutunda daha yüksek algıya sahip olduğu tespit
edilmiştir. Ayrıca ziyaretçiler arasında, kadın katılımcılar, erkek
katılımcılara göre, marka farkındalığı ve algılanan kalite boyutunda daha
yüksek algıya sahiptir.

Anahtar Kelimeler

Şehir Markalaşması, Şehir Pazarlaması, Marka Değeri

Kaynakça

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