KURUMSALLAŞMANIN MARKALAŞMA ÜZERİNDEKİ ETKİSİ VE DİYARBAKIR MERKEZİNDE BİR ALAN ÇALIŞMASI

Öz

Bu çalışmada, kurumsallaşma ve markalaşma arasındaki ilişki incelenmiştir. Çalışma Diyarbakır’da yapılmıştır. Diyarbakır’da faaliyet yürüten ve çoğunluğu 10 yılı aşkın bir geçmişe sahip olan 25 işletme seçilmiş ve bunlardan 20 tanesi anketimize cevap vermiştir. Elde edilen verilerin analizi SPSS 23 bilgisayar paket programı ile kurumsallaşma ve markalaşmanın alt boyutları ele alınarak yapılmış ve %95 güven düzeyi ile çalışılmıştır. Markalaşma üç alt boyut, kurumsallaşma ise altı alt boyut şeklinde ele alınmış ve incelenmiştir.

Anahtar Kelimeler

• Marka,Kurumsallaşma,Markalaşma

THE EFFECT OF INSTITUTIONALIZATION ON THE BRAND AND FIELD WORK IN DİYARBAKIR

Öz

In this study, the relationship between institutionalization and branding is examined. The study was conducted in Diyarbakır. Twenty-five enterprises operating in Diyarbakır and having a history of more than 10 years were selected and 20 of them answered our survey. The analysis of the obtained data was made with the computer package program and the sub-dimensions of institutionalization and branding, and it was worked with 95% confidence level. Branding has been examined as three sub-dimensions and institutionalization as six sub-dimensions.

Anahtar Kelimeler

• Brand,Institutionalization,Branding

Kaynakça

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