KİŞİSEL DEĞERLER İLE MARKA DEĞERİ ARASINDAKİ İLİŞKİLER

Yıl 2013, Cilt: 27 Sayı: 2, 21 - 41, 14.04.2013

Aysel Erciş Şükrü Yapraklı M. Kemal Yılmaz Polat Can

Öz

Son yıllarda pazarda aynı ürün grubunda çok fazla sayıda marka
olması rekabeti güç ve çetin kılmaktadır. Bu durum ise fiziksel faydalardan çok
marka ve değer yaratma gibi soyut kavramların ön plana çıkmasına sebep
olmuştur. İşletmeler markalamayı önemli bir rekabet ve farklılık aracı olarak
görmüşlerdir. Bunun sonucunda ise marka, farklılık oluşturmada önemli bir
faktör olmuştur. Çünkü iyi bir marka ürüne değer katan önemli bir unsurdur.
Sürekli çoğalan markalar sayesinde tüketiciler ve markalar arasındaki ilişkiler
karmaşık bir hal almıştır.
Tüketici sahip olduğu kişisel değerler ile benzer davranışlar
sergilemektedir. Buradan hareketle bu çalışmada kişisel değerler ile marka
değeri boyutları arasındaki ilişkiler incelenmiştir. Elde edilen sonuçlar,
tüketicilerin kişisel değerleri ile marka değeri boyutları arasında anlamlı ilişkiler
olduğunu göstermektedir.

Anahtar Kelimeler

Değer, Kişisel Değerler, Marka Değeri, Marka Değeri Boyutları, Marka Yönetimi

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