PAZARLAMA FAALİYETLERİNİN VE AİLENİN TÜKETİCİ TEMELLİ MARKA DEĞERİ BOYUTLARINA ETKİSİ

Yıl 2009, Cilt: 23 Sayı: 1, 265 - 290, 27.11.2010

Şükrü Yapraklı Polat Can

Öz

Marka değeri kavramı son zamanlarda pazarlama literatüründe
çok fazla dikkat çekmekte ve araştırılmaktadır. Çünkü pazarda çok fazla sayıda
firma olması, işletmeleri ürünlerini farklılaştırmak ve rekabet avantajı sağlamak
zorunda bırakmaktadır. Đşletmeler somut varlığı olan ürünlerini pazarda
konumlandırmak için reklâm, fiyat ve promosyon gibi pazarlama faaliyetlerine
ağırlık vermektedirler. Bu pazarlama faaliyetleri neticesinde ürün pazarda belirli
bir konum edinmektedir. Bu konumu sağlamlaştırmak içinse bu ürünün
kimliğinin yani markasına bazı değerlerin kazandırılması gerekmektedir. Bu
pazarlama faaliyetlerinin marka değerini oluşturmadaki etkisinin
belirlenmesinden hareketle, araştırmada reklâm, fiyat ve promosyon gibi
pazarlama faaliyetleri ve ailenin marka farkındalığı, marka çağrışımı ve
algılanan kalite ve marka bağlılığından oluşan marka değeri boyutlarına etkisini
araştırmak amaçlanmıştır. Araştırma kapsamına, Erzurum Büyükşehir
Merkezinde yaşayan 18-35 yaş arası genç yetişkinler alınmıştır. Verilerin
analizinde ortalama, frekans dağılımı, açımlayıcı faktör analizi ve yapısal eşitlik
modeli kullanılmıştır. Yapılan bu analizlerin sonucunda oluşturulan araştırma
modelinin araştırma yapılan saha ve ürün grubu açısından uygun olduğu,
pazarlama faaliyetlerinin ve ailenin marka değeri boyutlarını etkilediği
belirlenmiştir.

Anahtar Kelimeler

Tüketici Davranışı, Marka Değeri, Pazarlama Faaliyetleri, Aile

Kaynakça

• Aaker, D. A. (1991), Managing Brand Equity: Capitalizing on the Value of a Brand Name, Free Press, New York.
• Aaker, D. A. (1995). Strategic Market Management, John Wiley&Sons Inc., New York.
• Alkibay, S. (2005) “Profesyonel Spor Kulüplerinin Taraftar İlişkileri Yoluyla Marka Değeri Yaratmaları Üzerine Bir Araştırma”, H.Ü. İktisadi ve İdari Bilimler Fakültesi Dergisi, 23(1), ss.83-108.
• Armstrong, G. ve Kotler, P. (2000), Marketing: An Introduction, 6th Ed. Prentice-Hall Inc., New Jersey
• Atılgan, E., Aksoy, S. ve Akıncı, S. (2005), “Determinants of the Brand Equity. A Verification Approach in the Beverage Industry in Turkey”, Marketing Intelligence and Planning, 23(3), ss.237-248.
• Baldauf, A., Cravens, K.S., Binder, G. (2003), “Performance Consequences of Brand Equity Management: Evidence From Organizations in the Value Chain”, Journal of Product and Brand Management, 12(4), ss.220-236.
• Ballester, E. D. ve Aleman, J. L. M. (2005), “Does Brand Trust Matter to Brand Equity?”, The Journal of Product and Brand Management, 14(2/3), ss.187-196.
• Bandyopadhyay, S., Gupta, K. ve Dube, L. (2005), “Does Brand Loyalty Influence Double Jeopardy? A Theoretical and Empirical Study”, The Journal of Product and Brand Management, 14(7), ss.414-423.
• Barwise, P. (1993), “Brand Equity: Snark or Boojum?”, International Journal of Research in Marketing, 10(March), ss.93-104.
• Brucks, M., Zeithaml, V.A. ve Naylor, G. (2000), “Price and Brand Name as Indicators of Quality Dimensions for Consumer Durables”, Journal of the Academy of Marketing Science, 19(2), ss.359-374.
• Brumley, C. M. (2002), “Creating Loyalty in Relationship Marketing: A Descriptive Study of Supermarket Loyalty Programs”, West Virginia University, Phd. Dissertation, USA, UMI.
• Burnett, J. ve Moriarty, S. (2002) Introduction to Marketing Communication, Prentice Hall pres, New Jersey.
• Chaudhuri, A. ve Holbrook, M. B. (2001), “The Chain of Effects From Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty”, Journal of Marketing, 65(2), ss.81-93.
• Chen, A.C. (2001), “Using Free Association to Examine the Relationship Between the Characteristics of Brand Associations and Brand Equity”, The Journal of Product and Brand Management, 10(6/7), ss.439-452.
• Chiou, J.S., Droge, C. ve Hanvanich, S. (200), “Does Customer Knowledge Affect How Loyalty Is Formed?”, Journal of Services Research, 5(2), ss.113-125.
• Eagle, L., Kitchen, P., Rose, L. ve Moyle, B. (2003) “Brand Equity and Brand Vulnerability: The Impact of Grey Marketing/Paralel Importing on Brand Equity and Values”, European Journal of Marketing, 37(10), ss.1332-1349.
• Faırcloth, J.B. (2005) “Factors Influencing Nonprofit Resource Provider Support Decisions: Applying the Brand Equity Concept to Nonprofits”, Journal of Marketing Theory and Practice, 13(3), ss.1-15.
• Feldwick, P. (1996) “Do We Really Need Brand Equity?”, Journal of Brand Management, 4(1), ss.9-28.
• Fournier, S. (1998) “Consumers and Their Brands: Developing Relationship Theory in Consumer Research”, Journal of Consumer Research, 24, ss.343-373.
• Gil, R. B., Andres, E. F. ve Salinas, E. M. (2007), “Family as a Source of Consumer-Based Brand Equity”, The Journal of Product and Brand Management, 16(3), ss.188-199.
• Hoeffler, S., Keller, K.L. (2002), “Building Brand Equity Through Corporate Societal Marketing”, Journal of Public Policy and Marketing, 21(1),
• Jacoby, J. ve Chestnut, R. W. (1978), Brand Loyalty Measurement and Management, Wiley and Sons Inc, New York.
• Jorgensen, S., Taboubi, S. ve Zaccour, G. (2003), “Cooperative Advertising in a Marketing Channel”, Journal of Optimization Theory and Applications, 110(1), ss.145-158.
• Kaur, P. ve Singh, R. (2004) “Dynamics of Purchase Decision-making in Families”. South Asian Journal of Management, 11(4), ss.26-41.
• Keller, K.L (1993) “Conceptualizing, Measuring, Managing Customer-Based Brand Equity”, Journal of Marketing, 57(1), ss.1-23.
• Keller, K.L. (2003), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Second Edition, Prentice Hall Press, New Jersey.
• Keller, K.L. (2003b), “Brand Synthesis: The Multidimensionality of Brand Knowledge”, Journal of Consumer Research, Vol.29, No.4, (595-600).
• Kim, H., Kim, W., ve An, J.A. (2003) “The Effect of Consumer-Based Brand Equity on Firms’ Financial Performance”, Journal of Consumer Marketing, 20(4), ss.335-351.
• Kocabaş, F. ve Elden, M. (2006), Reklamcılık: Kavramlar, Kararlar, Kurumlar, 9. Baskı, İletişim Yayınları, İstanbul.
• Kotler, P. (2000), Marketing Management, Prentice Hall International, Inc., The Millennium Ed., New Jersey.
• Kriegbaum, C. (1998) “Valuation of Brands – A Critical Comparison of Different Methods”, Working Paper, Dresden University.
• Lassar, W., Mittal, B., ve Sharma, A. (1995) “Measuring Customer-Based Brand Equity”, Journal of Consumer Marketing, 12(4), ss.11-19.
• Li, X. (2003) “How Brand Knowledge Influences Consumers’ Purchase Intentions”, Auburn of University, PhD Dissertation, USA. UMI.
• Low, G. ve Lamb, C. W. (2000), “The Measurement and Dimensionality of Brand Associations”, The Journal of Product and Brand Management, 9(6), ss.350-370.
• Matthiesen, I. ve Phau, I. (2005), “The ‘HUGO BOSS’ Connection: Achieving Global Brand Consistency Across Countries”, Journal of Brand Management, 12, ss.325-338.
• McCarty, E. J. ve Perreault, W. D. (1996) Basic Marketing: A Global Managerial Approach, 12th Ed., Irwin Homewodd IL., Boston.
• Odabaşı, Y. ve Barış, G. (2002), Tüketici Davranışı, 2. Baskı, Kapital Medya A.Ş., İstanbul.
• Odabaşı, Y. ve Oyman, M. (2004), Pazarlama İletişimi Yönetimi, Kapital Medya A.Ş., İstanbul.
• Oliver, R. L. (1999), “Whence Consumer Loyalty?”, Journal of Marketing, 63,
• Özdemir, G.Y. (1999), Reklamda Stratejilerle Yönetim, Alfa Basım Yayım Dağıtım, İstanbul.
• Panwar, J.S. (1997) Marketing in The New Era, Response Boks, USA.
• Pappu, R., Quester, P.G. ve Cooksey, R.W. (2006), “Consumer-Based Brand Equity and Country-of-Origin Relationships”, European Journal of Marketing, 40(5/6), ss.697-717.
• Park, C. S. ve Srinivasan, V. (1994) “A Survey-Based Method For Measuring and Understanding Brand”, Journal of Marketing Research, 31(2), ss.271-289.
• Quester, P. ve Lim, A. L. (2003), “Product Involvement/Brand Loyalty: Is There a Link?”, The Journal of Product and Brand Management, 12(1), ss.22-39.
• Rowley, J. (2005), “The Four Cs Customer Loyalty”, Marketing Intelligence and Planning, (23/6:7), ss.574-581.
• Salegna, G. J. ve Goodwin S. A. (2005), “Consumer Loyalty to Service Providers: A Integrated Conceptual Model”, Journal of Consumer Saticfaction, Dissaticfaction and Complaining Behavior, 18, ss.51-67.
• Schoenbachler, D. D., Gordon, G. L. ve Aurand, T. W. (2004), “Building Brand Loyalty Through Indıvıdual Stock Ownership”, The Journal of Product and Brand Management, 13 (7), ss.488-497.
• Shocker, A. D., Srivastava, R. K. ve Ruekert, R. W. (1994), “Challenges and Opportunities Facing Brand Management: An Introduction to the Special Issue”, Journal of Marketing Research, 31(May), ss.149-158.
• Sen Gupta, S. ve Verma, D.P.S. (2000), “We, Not Me Who Will Buy”. Indian Management, May, ss.61-65.
• Sirdeshmukh, D., Singh, J. ve Sabol, B. (2002), “Consumer Trust, Value and Loyalty in Relational Excanges”, Journal of Marketing, 66(1), ss.15-37.
• Stammerjohan, C. A. (2003) “An Emprical Investigation of Husband and Wife Perceptions of Family Purhase Process Participation in Retirement Age Families”, Mississippi State University, PhD Dissertation, USA, UMI.
• Taylor, S.A., Goodwin, S. ve Celuch, K. (2004), “The Relative Importance of Brand Equity to Customer Loyalty in an Industrial Setting”, The Journal of Product and Brand Management, 13(4), ss.217-227.
• Vazquez, R., Del Rio, A.B. ve Iglesias, V. (2002), “Consumer-Based Brand Equity: Development and Validation of a Measurement Instrument”, Journal of Marketing Management, 18(1/2), ss.27-48.
• Villarejo, A.F. ve Sanchez-Franco, M.J. (2005), “The Impact of Marketing Communication and Price Promotion on Brand Equity”, Journal of Brand Management, 12(6), ss.431-435.
• Washburn, J.H. ve Plank, R.E. (2002), “Measuring Brand Equity: An Evaluation of a Consumer-Based Brand Equity Scale”, Journal of Marketing Theory and Practice, 10(1), ss.46-61.
• Wood, L. (2000) “Brands and Brand Equity: Definition and Management”, Management Decision, 38(9), ss.662-669.
• Wood, L. M. (2004), “Dimensions of Brand Purchasing Behaviour: Consumers in the 18-24 Age Group”, Journal of Consumer Behaviour, 4 (1), ss.9- 24.
• Yoo, B., Donthu, N. ve Lee, S. (2000) “An Examination of Selected Marketing Mix Elements and Brand Equity”, Journal Academy of Marketing Science, 28(2), ss.195-211.