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

Yıl 2017, Cilt: 5 Sayı: 2, 1 - 39, 01.12.2017
https://doi.org/10.14514/BYK.m.21478082.2017.5/2.1-39

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

Kaynakça

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  • Açar, Nimet (2014). “Etkinlik Sponsorluğu ile Satın Alma Niyeti Arasındaki İlişkide Marka Farkındalığının Aracı Rolü”; Pazarlama ve Pazarlama Araştırmaları Dergisi, 13(1), s. 27-44.
  • Aktuğlu, Işıl Karpat (2004). Marka Yönetimi: Güçlü ve Başarılı Markalar İçin Temel İlkeler, İstanbul: İletişim.
  • Ambler, Tim (1997). “How Much Of Brand Equity Is Explained By Trust?”; Journal of Management Decision,35(4), p. 283-292.
  • Ar, Aybeniz Akdeniz (2007). Marka ve Marka Stratejileri, Ankara: Nobel.
  • Atılgan, Eda, Şafak Aksoy ve Serkan Akıncı (2005). “Brand Equity: A Verification Approach in the Beverage Industry in Turkey”; Marketing Intelligence & Planning,23(3), s. 237-248.
  • Baldauf, Artur, Karen Cravens ve Gudrun Binder (2003). “Performance Consequences of Brand Equity Management: Evidence From Organizations in the Value Chain”; Journal of Product & Brand Management,12(4), p. 220–236.
  • Brady, Michael, Joseph Cronin, Gavin Fox ve Michelle Roehm (2008). “Strategies to Ofset Performance Failures: The Role of Brand Equity”; Journal of Retailing, 84(2), p. 151–164.
  • Brand Finance PLC. (2016). “Brand Finance Turkey 100: Türkiye’nin En Değerli Markalarının Yıllık Raporu”. http://brandfinance.com/images/upload/turkey_100_report_2016_for_print.pdf/ 30.01.2017, Erişim Tarihi: 22.01.2017.
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  • Chan-Olmsted, Sylvia and Jaemin Jung (2001). “Strategizing the Net Business: How the U.S.
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TÜRKİYE’DEKİ YAZILI BASIN İŞLETMELERİNDE TÜKETİCİ TEMELLİ MARKA DEĞERİ ÖLÇÜMÜ ÜZERİNE BİR ARAŞTIRMA

Yıl 2017, Cilt: 5 Sayı: 2, 1 - 39, 01.12.2017
https://doi.org/10.14514/BYK.m.21478082.2017.5/2.1-39

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

Kaynakça

  • Aaker, David (2009). Marka Değeri Yönetimi: Bir Marka İsminin Değerinden Yararlanmak, çev: Ender Orfanlı, İstanbul: Mediacat.
  • Açar, Nimet (2014). “Etkinlik Sponsorluğu ile Satın Alma Niyeti Arasındaki İlişkide Marka Farkındalığının Aracı Rolü”; Pazarlama ve Pazarlama Araştırmaları Dergisi, 13(1), s. 27-44.
  • Aktuğlu, Işıl Karpat (2004). Marka Yönetimi: Güçlü ve Başarılı Markalar İçin Temel İlkeler, İstanbul: İletişim.
  • Ambler, Tim (1997). “How Much Of Brand Equity Is Explained By Trust?”; Journal of Management Decision,35(4), p. 283-292.
  • Ar, Aybeniz Akdeniz (2007). Marka ve Marka Stratejileri, Ankara: Nobel.
  • Atılgan, Eda, Şafak Aksoy ve Serkan Akıncı (2005). “Brand Equity: A Verification Approach in the Beverage Industry in Turkey”; Marketing Intelligence & Planning,23(3), s. 237-248.
  • Baldauf, Artur, Karen Cravens ve Gudrun Binder (2003). “Performance Consequences of Brand Equity Management: Evidence From Organizations in the Value Chain”; Journal of Product & Brand Management,12(4), p. 220–236.
  • Brady, Michael, Joseph Cronin, Gavin Fox ve Michelle Roehm (2008). “Strategies to Ofset Performance Failures: The Role of Brand Equity”; Journal of Retailing, 84(2), p. 151–164.
  • Brand Finance PLC. (2016). “Brand Finance Turkey 100: Türkiye’nin En Değerli Markalarının Yıllık Raporu”. http://brandfinance.com/images/upload/turkey_100_report_2016_for_print.pdf/ 30.01.2017, Erişim Tarihi: 22.01.2017.
  • Büyüköztürk, Şener, Ömay Bökeoğlu Çokluk ve Güçlü Şekercioğlu (2010). Sosyal Bilimler İçin Çok Değişkenli İstatistik SPSS ve LISREL Uygulamaları, Ankara: Pegem Akademi.
  • Chan-Olmsted, Sylvia (2011). “Media Branding in a Changing World: Challenges and Opportunities 2.0”; The International Journal on Media Management, 13(1), p. 3-19.
  • Chan-Olmsted, Sylvia and Jaemin Jung (2001). “Strategizing the Net Business: How the U.S.
  • Television Networks Diversify, Brand, and Compete in the Age of the Internet”; The International Journal on Media Management, 3(4), p. 213–225.
  • Chan-Olmsted, Sylvia and Jiyoung Cha (2008). “Exploring the Antecedents and Effects of Brand Images for Television News: An Application of Brand Personality Construct in a Multichannel News Environment”; The International Journal on Media Management,10(1), p. 32–45.
  • Chan-Olmsted, Sylvia and Yungwook Kim (2001). “Perceptions of Branding Among Television Station Managers: An Exploratory Analysis”; Journal of Broadcasting & Electronic Media, 45(1), p. 75–91.
  • Chang, Byeng-Hee, Jiyang Bae and Seung-Eun Lee (2004). “Consumer Evaluations of Cable Network Brand Extensions: A Case Study of the Discovery Channels”; Journal of Media Business Studies,1(2), p. 47–71.
  • Chang, Hsin Hsin and Ya Ming Liu (2009). “The Impact of Brand Equity on Brand Preference and Purchase Intentions in the Service Industries”; The Service Industries Journal, 29 (12), p. 1687–1706.
  • Chen, Ching-Fu and Yu-Ying Chang (2008). “Airline Brand Equity, Brand Preference, and Purchase Intentions—The Moderating Effects of Switching Costs”; Journal of Air Transport Management, 14(1), p. 40 – 42.
  • Cobb-Walgren, Cathy, Cynthia Ruble and Naveen Donthu (1995). “Brand Equity, Brand Preferences, and Purchase Intent”; Journal of Advertising,24(3), p. 25–40.
  • Dai, Türkan Uğur ve Tolga Kara (2002). “Basın İşletmelerinde Finansal Yönetimin Önemi”; İstanbul Üniversitesi İletişim Fakültesi Dergisi, 1(12), s. 21-25.
  • Dai, Türkan Uğur (2008). Basın İşletmelerinin Finansal Yapısı, İstanbul: Beta.
  • Dai, Türkan Uğur (2014). “Medya İşletmelerinde Denetimin Finansal Yönetimdeki Önemi”; Marmara Üniversitesi Öneri Dergisi, 11(41), s. 325-342.
  • Davis, Scott (1995). “A Vision For The Year 2000: Brand Asset Management”; Journal of Consumer Marketing, 12(4), p. 65-82.
  • Doyle, Gillian (2006). “Managing Global Expansion of Media Products and Brands: A Case Study of for Him Magazine”; The International Journal on Media Management ,8(3), p. 105– 115.
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  • Ellonen, Hanna-Kaisa, Anssi Tarkiainen and Olli Kuivalainen (2010). “The Effect of Magazine Web Site Usage on Print Magazine Loyalty”; The International Journal on Media Management, 12(1), p. 21–37.
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  • Erdil, Sabri ve Yeşim Uzun (2010). Marka Olmak, 2. Baskı, İstanbul: Beta. Faircloth, James, Louis Capella and Bruce Alford (2001). “The Effect of Brand Attitude and Brand Image on Brand Equity”; Journal of Marketing Theory & Practice,9(3), p. 61-76.
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  • Förster, Kati (2011). “Key Success Factors in TV Brand Management: An International Case Study Analysis”; Journal of Media Business Studies, 8(4), p. 1–22.
  • Güriş, Selahattin ve Melek Astar (2015). Bilimsel Araştırmalarda SPSS ile İstatistik, 2. Baskı, İstanbul: Der.
  • Heidt, Tania von der and Don Scott (2007). “Partial Aggregation for Complex Structural Equation Modelling (SEM) and Small Sample Sizes: an Illustration Using a Multi-Stakeholder Model of Cooperative Interorganisational relationships (IORs) in product innovation”; Southern Cross University ePublications@SCU. http://epubs.scu.edu.au/cgi/viewcontent.cgi?article=1024&context=comm_pubs, Erişim Tarihi: 25.09.2016.
  • Hellier, Phillip, Gus Geursen, Rodney Carr and John Rickard (2003). “Customer Repurchase Intention: A General Structural Equation Model”; European Journal of Marketing, 37 (11/12), p. 1762–1800.
  • Interbrand (2016). “Interbrand Releases 2016 Best Global Brands Report”. http://interbrand.com/newsroom/interbrand-releases-2016-best-global-brandsreport/30.01.2017. Erişim Tarihi: 24.08.2017.
  • Kaya, Yusuf (2002). Marka Değerleme Metotları ve Bu Metotların Kullanımında Sermaye Piyasası Mevzuatı Açısından Çıkabilecek Sorunlar, Yeterlilik Etüdü, Sermaye Piyasası Kurulu Denetleme Dairesi.
  • Keller, Kevin Lane (2003). Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 2. Ed, New Jersey: Prentice Hall.
  • Kim, Hong-Bumm, Woo Gon Kim ve Jeong An (2003). “The Effect of Consumer-Based Brand Equity on Firms’ Financial Performance”; Journal of Consumer Marketing, 20(4), p. 335-351.
  • Kim, John, Srinarayan Sharma and Kris Setzekorn (2002). “A Framework for Building Brand Equity Online for Pure-Play B2C Retailers and Services”; The International Journal on Media Management, 4(2), p. 123–133.
  • Kressmann, Frank, Joseph Sirgy, Andreas Hermann, Frank Huber and Stephanie Huber and Dong-Jin Lee (2006). “Direct and Indirect Effects of Self-Image Congruence on Brand Loyalty”; Journal of Business Research, 59(9), p. 955–964.
  • Lassar, Walfried, Mittal Banwari and Arun Sharma (1995). “Measuring Customer-Based Brand Equity”; Journal of Consumer Marketing, 12(4), p. 11-19.
  • Lau, Geok Theng and Sook Han Lee (1999). “Consumer’s Trust in A Brand and Link to Brand Loyalty”; Journal of Market Focused Management, 4, p. 341- 370.
  • Lindemann, Jan (2003). The Financial Value of Brands, in Brands and Branding, Ed. Rita Clifton, John Simmons, London: Profile Books.
  • Luk, Sherriff and Leslie Yip (2008). “The Moderator Effect of Monetary Sales Promotion of the Relationship Between Brand Trust and Purchase Behavior”; Brand Management, 15(6), p. 452–464.
  • Machin, David and Sarah Niblock (2008). “Branding Newspapers”; Journalism Studies,9(2), p. 244-259.
  • Marangoz, Mehmet (2007). “Tüketici Davranışı Temeline Göre Marka Değerinin Ölçülmesine Yönelik Bir Araştırma”; Öneri Dergisi, 7(28), s. 87–96.
  • McDowell, Walter (2011). “The Brand Management Crisis Facing the Business of Journalism”; International Journal on Media Management, 13(1), p. 37-51.
  • McDowell, Walter and John Sutherland (2000). “Choice Versus Chance: Using Brand Equity Theory to Explore TV Audience Lead-in Effects: A Case Study”; The Journal of Media Economics, 13(4), p. 233–247.
  • Mitchell, Andrew and Jerry Olson (1981). “Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude”; Journal of Marketing Research, 18(3), p. 318-332.
  • Murphy, John (1990). “Assessing the Value of Brands”; Long Range Planning,23(3), p. 23-31.
  • Myers, Chris (2003). “Managing Brand Equity: A Look at the Impact of Attributes”; Journal of Product & Brand Management, 12(1), p. 39–51.
  • Nakip, Mahir (2003). Pazarlama Araştırmaları Teknikler ve (SPSS Destekli) Uygulamalar, Ankara: Seçkin.
  • Netemeyer, Richard, Krishnan Balaji and Chris Pullig, Wang Guangping Wang, Mehmet Yagci, Dwane Dean, Joe Ricks ve Ferdinand Wirth (2004). “Developing and Validating Measures of Facets of Customer-Based Brand Equity”; Journal of Business Research, 57, p. 209–224.
  • Nienstedt, Heinz-Werner, Frank Huber and Carolin Seelmann (2012). “The Influence of the Congruence Between Brand and Consumer Personality on the Loyalty to Print and Online Issues of Magazine Brands”; International Journal on Media Management, 14(1), p. 3-26.
  • Ots, Mart (der.) (2008). JIBS Research Report Series No. 2008-1, Jönköping: Mart Ots and Jönköping International Business School.
  • Oyedeji, Tayo (2007) “The Relation Between the Customer-Based Brand Equity of Media Outlets and Their Media Channel Credibility: An Exploratory Study”; International Journal on Media Management, 9(3), p. 116-125.
  • Oyedeji, Tayo and Jiran Hou (2010). “The Effects of Cable News Outlets’ Customer-Based Brand Equity on Audiences’ Evaluation of the Credibility of their Online Brand Extensions”; Journal of Media Business Studies,7(1), p. 41-58.
  • Özdamar, Kazım (2003). Modern Bilimsel Araştırma Yöntemleri, Eskişehir: Kaan. Pappu, Ravi, Pascale Quester and Ray Cooksey (2005). “Consumer-Based Brand Equity: Improving the Measurement – Empirical Evidence”; Journal of Product & Brand Management, 14(3), p. 143–154.
  • Park, Chan Su and Seenu Srinivasan (1994). “A Survey-Based Method of Measuring and Understanding Brand Equity and Its Extendibility”; Journal of Marketing Research, 31(2), p. 271–288.
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  • Sullivan, Dan and Rachel Davis Mersey (2010). “Using Equity-Based Performance Measures to Build a Community-Based Brand”; Journal of Media Business Studies, 7(4), p. 59–76.
  • Şimşek, Ömer Faruk (2007). Yapısal Eşitlik Modellemesine Giriş, Temel İlkeler ve LİSREL Uygulamaları, Ankara: Ekinoks.
  • TUİK Verileri (2015). https://biruni.tuik.gov.tr/medas/?kn=95&locale=tr, Erişim Tarihi: 10.05.2016.
  • Van den Bulck, Hilde, Sil Tambuyzer and Stef Ackx (2011). “Readers’ Responses to Product + Strategies of Print Media Brands: Increasing Readership or Commoditization of Print Media?”; The International Journal on Media Management, 13(1), p. 71–85.
  • Vázquez, Rodolfo, Belén del Río and Victor Iglesias (2002). “Consumer-Based Brand Equity: Development and Validation of a Measurement Instrument”; Journal of Marketing Management, 18(1-2), p. 27-48.
  • Washburn, Judith and Richard Plank (2002). “Measuring Brand Equity: An Evaluation of a Consumer Based Brand Equity Scale”; Journal of Marketing Theory and Practice, 10(1), p. 46– 62.
  • Wiedmann, Klaus Peter, Nadine Hennigs, Steffen Schmidt and Thomas Wuestefeld (2011). “Drivers and Outcomes of Brand Heritage: Consumers' Perception of Heritage Brands in the Automotive Industry”; Journal of Marketing Theory and Practice, 19(2), p. 205-220.
  • Yasin, Norjaya Mohd, Mohd Nasser Noor and Osman Mohamad (2007). “Does Image of Country-of-Origin Matter to Brand Equity?”; Journal of Product & Brand Management, 16(1), p. 38–48.
  • Yi, Keunyeong and Kim Wi-Geun (2008). “The Battle Between Portals and Multimedia Content Sites in the UCC Market: Who is Stronger in Terms of Brand Equity?”; The International Journal on Media Management, 10(3), p. 112–121.
  • Yoo, Boonghee, Naveen Donthu and Suhgho Lee (2000). “An Examination of Selected Marketing Mix Elements and Brand Equity”; Journal of the Academy of Marketing Science,28(2), p. 195-211.
  • Yoo, Boonghee and Naveen Donthu (2002). “Testing Cross-Cultural Invariance of Brand Equity Creation Process”; Journal of Product & Brand Management, 11(6), p. 380-398.
  • Yüksel, Ülkü ve Aslı Mermod (2005). Marka Yönetimi ve Marka Değerinin Ölçülmesi, İstanbul: Beta.
Toplam 76 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Research Article
Yazarlar

Türkan Uğur Dai Bu kişi benim

Nilüfer Tunalı Bu kişi benim

Yayımlanma Tarihi 1 Aralık 2017
Yayımlandığı Sayı Yıl 2017 Cilt: 5 Sayı: 2

Kaynak Göster

APA Uğur Dai, T., & Tunalı, N. (2017). TÜRKİYE’DEKİ YAZILI BASIN İŞLETMELERİNDE TÜKETİCİ TEMELLİ MARKA DEĞERİ ÖLÇÜMÜ ÜZERİNE BİR ARAŞTIRMA. Beykoz Akademi Dergisi, 5(2), 1-39. https://doi.org/10.14514/BYK.m.21478082.2017.5/2.1-39
AMA Uğur Dai T, Tunalı N. TÜRKİYE’DEKİ YAZILI BASIN İŞLETMELERİNDE TÜKETİCİ TEMELLİ MARKA DEĞERİ ÖLÇÜMÜ ÜZERİNE BİR ARAŞTIRMA. Beykoz Akademi Dergisi. Aralık 2017;5(2):1-39. doi:10.14514/BYK.m.21478082.2017.5/2.1-39
Chicago Uğur Dai, Türkan, ve Nilüfer Tunalı. “TÜRKİYE’DEKİ YAZILI BASIN İŞLETMELERİNDE TÜKETİCİ TEMELLİ MARKA DEĞERİ ÖLÇÜMÜ ÜZERİNE BİR ARAŞTIRMA”. Beykoz Akademi Dergisi 5, sy. 2 (Aralık 2017): 1-39. https://doi.org/10.14514/BYK.m.21478082.2017.5/2.1-39.
EndNote Uğur Dai T, Tunalı N (01 Aralık 2017) TÜRKİYE’DEKİ YAZILI BASIN İŞLETMELERİNDE TÜKETİCİ TEMELLİ MARKA DEĞERİ ÖLÇÜMÜ ÜZERİNE BİR ARAŞTIRMA. Beykoz Akademi Dergisi 5 2 1–39.
IEEE T. Uğur Dai ve N. Tunalı, “TÜRKİYE’DEKİ YAZILI BASIN İŞLETMELERİNDE TÜKETİCİ TEMELLİ MARKA DEĞERİ ÖLÇÜMÜ ÜZERİNE BİR ARAŞTIRMA”, Beykoz Akademi Dergisi, c. 5, sy. 2, ss. 1–39, 2017, doi: 10.14514/BYK.m.21478082.2017.5/2.1-39.
ISNAD Uğur Dai, Türkan - Tunalı, Nilüfer. “TÜRKİYE’DEKİ YAZILI BASIN İŞLETMELERİNDE TÜKETİCİ TEMELLİ MARKA DEĞERİ ÖLÇÜMÜ ÜZERİNE BİR ARAŞTIRMA”. Beykoz Akademi Dergisi 5/2 (Aralık 2017), 1-39. https://doi.org/10.14514/BYK.m.21478082.2017.5/2.1-39.
JAMA Uğur Dai T, Tunalı N. TÜRKİYE’DEKİ YAZILI BASIN İŞLETMELERİNDE TÜKETİCİ TEMELLİ MARKA DEĞERİ ÖLÇÜMÜ ÜZERİNE BİR ARAŞTIRMA. Beykoz Akademi Dergisi. 2017;5:1–39.
MLA Uğur Dai, Türkan ve Nilüfer Tunalı. “TÜRKİYE’DEKİ YAZILI BASIN İŞLETMELERİNDE TÜKETİCİ TEMELLİ MARKA DEĞERİ ÖLÇÜMÜ ÜZERİNE BİR ARAŞTIRMA”. Beykoz Akademi Dergisi, c. 5, sy. 2, 2017, ss. 1-39, doi:10.14514/BYK.m.21478082.2017.5/2.1-39.
Vancouver Uğur Dai T, Tunalı N. TÜRKİYE’DEKİ YAZILI BASIN İŞLETMELERİNDE TÜKETİCİ TEMELLİ MARKA DEĞERİ ÖLÇÜMÜ ÜZERİNE BİR ARAŞTIRMA. Beykoz Akademi Dergisi. 2017;5(2):1-39.