A RESEARCH ON MEASUREMENT OF CONSUMER- BASED BRAND EQUITY OF MEDIA COMPANIES IN TURKEY

Yıl 2017, , 1 - 39, 01.12.2017

Türkan Uğur Dai Nilüfer Tunalı

https://doi.org/10.14514/BYK.m.21478082.2017.5/2.1-39

Cited By: 1

Öz

In this study, it is aimed to analyze the consumer-based brand equity and dimensions that determine this equity in terms of media companies. In the current market structure when other information sources and competing media companies are considered, a media company should differentiate itself from the competitors and give importance to branding for that. However, in order to have a successful and strong brand under tough competition conditions, it is not enough to just label a product. Brands should have a equity for the consumer. For this it s necessary to understand the strength of the brand and the situation against other brands, in other words it s necessary to measure the equity of the brand. The concept of brand, branding, consumer based brand equity, its measurement and brand equity components is primarily examined in this study. The concept of brand equity emerged in the 1980’s and has gained importance since the 1990’s. This concept is primarily dealt with by a financial approach. In the 1990s, this issue began to take place in the marketing literature. Financial-based calculation methods focus on values such as price premium and license payments. In general, these methods have been criticized for not reflecting the brand strength. In the consumer based approach; brand equity is what consumers think brand is worth. Consumer-based methods, try to determine brand perceptions of consumers by surveys and observations. But consumer-based methods also lack in revealing the monetary side of the concept. For this reason, complex hybrid methods have emerged in which the consumer-based approach and the financial approach are integrated in order to eliminate both approaches inadequacy. In this study, brand equity of the media companies is dealt with with a consumer based approach. The formation of consumer-based brand equity for media companies shows some differences in comparison with the other sectors. Primarily the general characteristics of the media companies and the market structure of the sector is mentioned. The importance of branding and consumer-based brand equity is expressed and the factors that make up this equity are examined in detail for newspapers. Being a newspaper with a high brand equity is closely related to the consumer's trust in the brand as well as making the right decisions about price, distribution and promotion efforts. Raising a sense of trust in a reader for a newspaper is the most important factor that creates consumerbased brand equity. Considering all of this information, a research model based on Aaker's 1991 brand equity model was developed to measure readers' perceptions of consumerbased brand equity. In the created model, there are five factors: brand awareness, perceived quality, brand associations, brand loyalty and brand trust. It is thought that the consumerbased brand equity affects the brand preference and repetitive reading intention positively so these variables were added to the model. The model and research hypotheses were tested with data taken from the readers residing in Istanbul province. Conformity of the resulting data to the research model was tested with the structural equation model and the findings were interpreted. Finally, recommendations about the legal arrangements are suggested to the media managers in order to make a necessary improvement in this regard

Anahtar Kelimeler

Media Companies, Brand, Branding, Consumer- Based Brand Equity

TÜRKİYE’DEKİ YAZILI BASIN İŞLETMELERİNDE TÜKETİCİ TEMELLİ MARKA DEĞERİ ÖLÇÜMÜ ÜZERİNE BİR ARAŞTIRMA

Öz

Bu çalışmada, yazılı basın işletmeleri açısından tüketici temelli marka değerinin ve bu değeri belirleyen boyutların analizinin yapılması amaçlanmıştır. Mevcut pazar yapısında diğer bilgi kaynakları ve rakip basın işletmeleri de düşünüldüğünde, bir basın işletmesi kendini rakiplerine göre farklılaştırmalı ve bunun için markalaşmaya önem vermelidir. Ancak çetin rekabet koşullarında başarılı ve güçlü bir markaya sahip olmak için artık sadece bir ürünü markalamak yeterli değildir. Markaların tüketici için bir değerinin olması gerekmektedir. Bunun için de öncelikle markanın ne güçte olduğunun ve diğer markalar karşısındaki durumunun anlaşılması, diğer bir deyişle marka değerinin ölçülmesi gerekmektedir. Bu araştırma için öncelikle marka, markalaşma, tüketici temelli marka değeri kavramı, ölçümü ve marka değeri bileşenleri incelenmiştir. Marka değeri kavramı 80’li yıllarda ortaya çıkmış, 1990’lardan itibaren de önem kazanmıştır. Bu kavram öncelikle finansal bir yaklaşımla ele alınmıştır. 1990’larda bu konu pazarlama literatüründe de yer almaya başlamıştır. Finansal temelli hesaplama yöntemleri fiyat primi, lisans ödemeleri gibi değerlere odaklanmaktadır. Genel olarak bu yöntemler marka gücünü yansıtamadıkları için eleştirilmişlerdir. Tüketici temelli marka değeri yaklaşımında ise; marka değeri tüketicilerin markaya atfettikleri değerdir. Tüketici temelli yöntemler, anket ve gözlemlere dayanarak tüketicilerin marka ile ilgili algılarını belirlemeye çalışmaktadır. Ancak, tüketici temelli yöntemler de kavramın parasal yönünü ortaya çıkarmada eksik kalmışlardır. Bu nedenle her iki yaklaşımın eksikliğini gidermek amacıyla, tüketici ve finansal temelli yaklaşımın bütünleşmesinden oluşan kompleks karma yöntemler ortaya çıkmıştır. Bu çalışmada da basın işletmelerinin marka değeri tüketici temelli bir yaklaşımla ele alınmıştır. Basın işletmeleri için tüketici temelli marka değerinin oluşumu diğer sektörlerdeki markalara göre bazı farklılıklar göstermektedir. Öncelikle basın işletmelerinin genel olarak özelliklerine ve sektördeki piyasa yapısına değinilmiştir. Gazeteler için markalaşma ve tüketici temelli marka değerinin önemi ifade edilerek, bu değeri oluşturan faktörlerin neler olduğu incelenmiştir. Yüksek bir marka değerine sahip bir gazete olmak fiyat, dağıtım, tutundurma çabalarıyla ilgili doğru kararlar vermenin yanında tüketicinin markaya güven duymasıyla yakından ilgilidir. Bir gazete için okuyucuda güven duygusu uyandırmak tüketici temelli marka değerini oluşturan en önemli faktördür. Bütün bu bilgiler dikkate alınarak, okuyucuların tüketici temelli marka değeri ile ilgili algılarını ölçmek için Aaker’ın 1991 marka değer modeli temel alınarak bir araştırma modeli geliştirilmiştir. Oluşturulan modelde, marka farkındalığı, algılanan kalite, marka çağrışımları, marka sadakati ve marka güveni olmak üzere beş faktör yer almaktadır. Modele ayrıca, tüketici temelli marka değerinin marka tercihi ve tekrar okuma niyetini olumlu yönde etkilediği düşünüldüğünden bu değişkenler de eklenmiştir. İstanbul ilinde ikamet eden okurlardan alınan verilerle söz konusu model ve araştırma hipotezleri test edilmiştir. Ortaya çıkan verilerin araştırma modeline uygunluğu, yapısal eşitlik modeli ile test edilmiştir ve elde edilen bulgular yorumlanmıştır. Sonuç olarak, bu konuda bir gelişme sağlanabilmesi için medya yöneticilerinin yapabilecekleri yasal düzenlemelere ilişkin önerilere yer verilmiştir

Anahtar Kelimeler

Basın İşletmeleri, Marka, Markalaşma, Tüketici Temelli Marka Değeri

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