SANATTA MARKA DENEYİMİNİN ZİYARETÇİ MEMNUNİYETİ VE MARKA İMAJI ALGISI ÜZERİNDEKİ ETKİLERİNİN İLGİLENİM DÜZEYİNE GÖRE İNCELENMESİ: İSTANBUL BİENALİ ÜZERİNE BİR ARAŞTIRMA

Zeynep Agan; Oylum Korkut Altuna

doi:10.14514/BYK.m.26515393.2021.9/1.217-247

SANATTA MARKA DENEYİMİNİN ZİYARETÇİ MEMNUNİYETİ VE MARKA İMAJI ALGISI ÜZERİNDEKİ ETKİLERİNİN İLGİLENİM DÜZEYİNE GÖRE İNCELENMESİ: İSTANBUL BİENALİ ÜZERİNE BİR ARAŞTIRMA

Öz

Bu araştırma sanatta marka deneyiminin ziyaretçi memnuniyeti ve marka imajı üzerindeki etkilerini konu almakta ve bu etkileri ziyaretçilerin ilgilenim düzeylerine göre incelemeyi amaçlamaktadır. Araştırma dahilinde yürütülen anket çalışmasında İstanbul Bienali’ne katılmış ziyaretçilere ulaşılmaya çalışılmış, 15. İstanbul Bienali’nin gerçekleştiği mekanlardan biri olan İstanbul Modern’de anket çalışması yürütülmüştür. Toplamda elde edilen 355 anketten 337 tanesinin kullanılabilir olduğu görülmüş ve elde edilen veriler hem bütün örneklem için hem de ilgilenim düzeyi gruplaması yapılarak analizlere tabi tutulmuştur. Çalışmada genel marka deneyiminin hem düşük hem de yüksek ilgilenime sahip katılımcılar göz önüne alındığında, ziyaretçi memnuniyeti ve marka imajını açıklayabildiği görülmüştür. Marka deneyiminin alt boyutlarının etkileri incelendiğinde ise duyusal ve bilişsel boyutun, memnuniyet ve imajı açıklamada etkili olduğu tespit edilmiştir.

Anahtar Kelimeler

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Ayrıntılar

Birincil Dil

Türkçe

Konular

-

Bölüm

Araştırma Makalesi

Yazarlar

Zeynep Agan Bu kişi benim
0000-0002-8668-1315
Türkiye

Oylum Korkut Altuna Bu kişi benim
0000-0003-4871-1939
Türkiye

Yayımlanma Tarihi

1 Haziran 2021

Gönderilme Tarihi

26 Kasım 2020

Kabul Tarihi

30 Mayıs 2021

Yayımlandığı Sayı

Yıl 2021 Cilt: 9 Sayı: 1

DOI

https://doi.org/10.14514/BYK.m.26515393.2021.9/1.217-247

IZ

https://izlik.org/JA37AS94KF

Kaynak Göster

RIS / Bibtex

APA

Agan, Z., & Altuna, O. K. (2021). SANATTA MARKA DENEYİMİNİN ZİYARETÇİ MEMNUNİYETİ VE MARKA İMAJI ALGISI ÜZERİNDEKİ ETKİLERİNİN İLGİLENİM DÜZEYİNE GÖRE İNCELENMESİ: İSTANBUL BİENALİ ÜZERİNE BİR ARAŞTIRMA. Beykoz Akademi Dergisi, 9(1), 217-247. https://doi.org/10.14514/BYK.m.26515393.2021.9/1.217-247

AMA

1.Agan Z, Altuna OK. SANATTA MARKA DENEYİMİNİN ZİYARETÇİ MEMNUNİYETİ VE MARKA İMAJI ALGISI ÜZERİNDEKİ ETKİLERİNİN İLGİLENİM DÜZEYİNE GÖRE İNCELENMESİ: İSTANBUL BİENALİ ÜZERİNE BİR ARAŞTIRMA. Beykoz Akademi Dergisi. 2021;9(1):217-247. doi:10.14514/BYK.m.26515393.2021.9/1.217-247

Chicago

Agan, Zeynep, ve Oylum Korkut Altuna. 2021. “SANATTA MARKA DENEYİMİNİN ZİYARETÇİ MEMNUNİYETİ VE MARKA İMAJI ALGISI ÜZERİNDEKİ ETKİLERİNİN İLGİLENİM DÜZEYİNE GÖRE İNCELENMESİ: İSTANBUL BİENALİ ÜZERİNE BİR ARAŞTIRMA”. Beykoz Akademi Dergisi 9 (1): 217-47. https://doi.org/10.14514/BYK.m.26515393.2021.9/1.217-247.

EndNote

Agan Z, Altuna OK (01 Haziran 2021) SANATTA MARKA DENEYİMİNİN ZİYARETÇİ MEMNUNİYETİ VE MARKA İMAJI ALGISI ÜZERİNDEKİ ETKİLERİNİN İLGİLENİM DÜZEYİNE GÖRE İNCELENMESİ: İSTANBUL BİENALİ ÜZERİNE BİR ARAŞTIRMA. Beykoz Akademi Dergisi 9 1 217–247.

IEEE

[1]Z. Agan ve O. K. Altuna, “SANATTA MARKA DENEYİMİNİN ZİYARETÇİ MEMNUNİYETİ VE MARKA İMAJI ALGISI ÜZERİNDEKİ ETKİLERİNİN İLGİLENİM DÜZEYİNE GÖRE İNCELENMESİ: İSTANBUL BİENALİ ÜZERİNE BİR ARAŞTIRMA”, Beykoz Akademi Dergisi, c. 9, sy 1, ss. 217–247, Haz. 2021, doi: 10.14514/BYK.m.26515393.2021.9/1.217-247.

ISNAD

Agan, Zeynep - Altuna, Oylum Korkut. “SANATTA MARKA DENEYİMİNİN ZİYARETÇİ MEMNUNİYETİ VE MARKA İMAJI ALGISI ÜZERİNDEKİ ETKİLERİNİN İLGİLENİM DÜZEYİNE GÖRE İNCELENMESİ: İSTANBUL BİENALİ ÜZERİNE BİR ARAŞTIRMA”. Beykoz Akademi Dergisi 9/1 (01 Haziran 2021): 217-247. https://doi.org/10.14514/BYK.m.26515393.2021.9/1.217-247.

JAMA

1.Agan Z, Altuna OK. SANATTA MARKA DENEYİMİNİN ZİYARETÇİ MEMNUNİYETİ VE MARKA İMAJI ALGISI ÜZERİNDEKİ ETKİLERİNİN İLGİLENİM DÜZEYİNE GÖRE İNCELENMESİ: İSTANBUL BİENALİ ÜZERİNE BİR ARAŞTIRMA. Beykoz Akademi Dergisi. 2021;9:217–247.

MLA

Agan, Zeynep, ve Oylum Korkut Altuna. “SANATTA MARKA DENEYİMİNİN ZİYARETÇİ MEMNUNİYETİ VE MARKA İMAJI ALGISI ÜZERİNDEKİ ETKİLERİNİN İLGİLENİM DÜZEYİNE GÖRE İNCELENMESİ: İSTANBUL BİENALİ ÜZERİNE BİR ARAŞTIRMA”. Beykoz Akademi Dergisi, c. 9, sy 1, Haziran 2021, ss. 217-4, doi:10.14514/BYK.m.26515393.2021.9/1.217-247.

Vancouver

1.Zeynep Agan, Oylum Korkut Altuna. SANATTA MARKA DENEYİMİNİN ZİYARETÇİ MEMNUNİYETİ VE MARKA İMAJI ALGISI ÜZERİNDEKİ ETKİLERİNİN İLGİLENİM DÜZEYİNE GÖRE İNCELENMESİ: İSTANBUL BİENALİ ÜZERİNE BİR ARAŞTIRMA. Beykoz Akademi Dergisi. 01 Haziran 2021;9(1):217-4. doi:10.14514/BYK.m.26515393.2021.9/1.217-247