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Tüketici Temelli Marka Değerinin Ölçümü: Kayseri’de Otomobil Kullanıcıları Üzerine Bir Uygulama

Yıl 2011, Cilt: 8 Sayı: 2, 69 - 97, 01.12.2011

Öz

Son yıllarda işletmeler, tüketiciler için değer yaratma konusunda çok fazla çaba göstermekte ancak tüketici istek ve ihtiyaçlarının hızla değişmesiyle bu değişime ayak uydurmada yetersiz kalmaktadırlar. Bu çerçevede bu araştırmada, tüketici temelli marka değerini oluşturan boyutları incelemek ve geçerliliğini test etmek için, Kayseri’de yaşayan 1200 otomobil kullanıcısına yönelik bir anket çalışması yapılmış ve anket formu aracılığıyla elde edilen verilerin iç tutarlılığının hesaplanması için güvenilirlik analizi (Cronbach’s Alpha) uygulanarak veriler çok değişkenli istatistik analizler için hazırlanmıştır. Verilerin daha anlamlı ve özet bir biçimde sunulması için çok değişkenli bir analiz türü olan Keşifsel Faktör Analizi uygulanmıştır

Kaynakça

  • AAKER, A. D. (1990), “Brand Extensions: The Good, The Bad and the Ugly”, Journal of Management Review, 31(4), 1–8.
  • AAKER, A. D. (1991), Managing Brand Equity: Capitalizing on the Value of a Brand Name, USA: The Free Press, Macmillan Inc.
  • AAKER, A. D. (1992), “The Value of Brand Equity”, Journal of Business Strategy, 13(4), 27–32.
  • AKTUĞLU, I. (2004), Marka Yönetimi, İstanbul: İletişim Yayınları.
  • ALBAYRAK, A. Sait, Abdullah Eroğlu, Şeref Kalaycı, Engin Küçüksille, Belma Ak vd. (2005), SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri, Ankara: Asi Yayın Dağıtım LTD. ŞTİ.,
  • CASEY, R. (2003), The Effect of Brand Equity on Brand Knowledge: An Empirical and Comparative Analysis, Nava Southeastern University, USA: Philosopy of Doctor.
  • CHERNTONY, L. D. (1998), “Defining Brand: Beyond the Literature with Experts Interpretations”, Journal of Marketing Management, 14(5), 417–443.
  • DICK, S. A. ve K. B. (1994), “Customer Loyalty: Toward Integrated Conceptual Framework”, Journal of Academy of Marketing, 22, 99– 113.
  • DILLION, R. W, T. J. Madden, A. Kirmani; M. Soumen (2001), “Understanding What’s in A Brand Rating: A Model for Assessing Brand and Their Relationship to Brand Equity”, Journal of Marketing Research, 38, 415–429.
  • ERDİL, T. S. ve Y. Uzun (2009), Marka Olmak, İstanbul: Beta Basım Yayın Dağıtım A.Ş.
  • FARQUHAR, P.H (1989), “Managing Brand Equity”, Journal of Marketing Research, 2, 24–33.
  • FOURNIER, S. ve J. L. Yao (1997), “Reviving Brand Loyalty: A Reconceptualization Within the Framework of Consumer-Brand Relationships”, International Journal of Research in Marketing, 14, 451–472.
  • FURTHER, R. D., T. J. Madden, A. Kirmani, S. Mukherjee (2001), “Understanding What’s in a Brand Rating: A Model for Assessing Brand and Attribute Effects and Their Relationship to Brand Equity”, Journal of Marketing Research, 38( 4), 415–429.
  • GÜLLÜLÜ, U., A. Erciş, S. Ünal, B. Bilgili, L. N. Gödekmerdan (2008), Sigorta Hizmetlerinde Marka Değeri ve Marka Güveni, Ankara: Detay Yayıncılık.
  • HAIR, F. J., R. R. Tahtam, C. William (1998), Anderson Multivariate Data Analysis, 5. Th. Ed., England: Prentice – Hall, Englewood Cliffs.
  • HSIEH, H. M. (2004), “Measuring Global Brand Equity Using Cross- National Survey Data”, Journal of International Marketing, 12 (2), 28–57.
  • JAMES, O. D. (2006), “Extension to Allience: Aaker and Keller’s Model Revisited”, Journal of Product & Brand Management, 15(1), 15–22.
  • JACOBY, J. ve D. B. Kyner (1973), “Brand Loyalty Versus Repeat Purchasing Behavior”, Journal of Marketing Research, 10, 1–9.
  • JACOBSON, R. ve D. A. Aaker (1987), “The Strategic Role of Product Quality”, Journal of Marketing, 51, 31–44.
  • KOTLER, P. ve A. M. Gary (1989), Business-Economics, ISBN 0137053606.
  • KAMAKURA, A. Wagner ve G. J. Russell (1993), “Measuring Brand Value with Scanner Data”, International Journal of Research in Marketing, 10, 9–26.
  • KELLER, L. K. (1993), “Conceptualizing, Measuring and Managing Customer- Based Brand Equity”, Journal of Marketing, 57, 1–22.
  • KELLER, L. K. (1998) Strategic Brand Management: Building, Measuring and Managing Brand Equity, Upper Saddle River, N.J. Prentice Hall.
  • KELLER, L. K. (2001), “Building Customer Based Brand Equity”, Marketing Management, 10 ( 2), 14–19.
  • KELLER, L. K. ve D. R. Lehmann (2001), “The Brand Value Chain: Linkin Strategic and Financial Performance”, Working Paper, Tuck School of Business.
  • KELLER, L. K. ve D. R. Lehmann (2003), “Brands and Branding: Research Findings and Future Priorities”, Marketing Science, 25 (6), 740–759.
  • KOTLER, P. (2000), Marketing Management, 9th Ed., Boston, USA: Prentice Hall, International Inc.
  • KNAP, E. D. (2000), Marka Aklı, Çev. Azra Akartuna, İstanbul: Mediacat Kitapları.
  • KARACAN, D. (2006), Müşteri Odaklı Marka Denkliği ve Marka Denkliği Unsurlarına Yönelik Tüketici Tutumlarının Ölçülmesi: Otel İşletmeleri Üzerine Uygulama, Yayınlanmamış Yüksek Lisans Tezi, Adana: Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi.
  • LASSAR, W., M. Banwari, S. Arun (1995), “Measuring Consumer-Based Brand Equity”, Journal of Consumer Marketing, 12 (4), 4-11.
  • LOW, S. G. ve C. W. Lamb Jr (2000), “The Measurement and Dimensionality of Brand Associations”, Journal of Product & Brand Management, 9 (6) 350–368.
  • MITTAL, B. ve W. M. Lassar (1998), “Why do Customers Switch? The Dynamics of Satisfaction Versus Loyalty”, The Journal of Services Marketing, 12 (3), 174–194.
  • MURPHY, J. (1990), “Assesing the Value of Brands”, Long Range Planning, 23 (3), 23–29.
  • NAKİP, M. (2003), Pazarlama Araştırmaları: Teknikler ve SPSS Destekli Uygulamalar, Birinci Baskı, Ankara: Seçkin Yayıncılık.
  • OLIVIERA, M. J., G. R. Foxall, V. K. James, R. H. Phol, M. B. Dias, S. W. Chang (2008), “Customer-Based Brand Equity and Brand Performance”, The Service Industries Journal, 28 (4), 445-461.
  • YARAŞ, E (2004), Marka Değeri Algılaması ve Pazarlama Karması İlişkisi, Yayınlanmamış Doktora Tezi, İstanbul: İstanbul Üniversitesi Sosyal Bilimler Enstitüsü.
  • YOO, B. ve N. Donthu (2001), “Developing and Validating a Multidimensional Consumer-Based Brand Equity Scale”, Journal of Business Research, 52 (6), 1–14.
  • PARK, C. S. ve B. V. Srinivasan (1994), “A Survey –Based Method for Measuring and Understanding Brand Equity and It’s Extendability”, Journal of Marketing Research, 31, 271–288.
  • PAPPU, R. ve P. G. Quester (2006), “Does Customer Satisfaction Lead to Improved Brand Equity? An Empirical Examination of Two Categories of Retail Brands”, Journal of Product & Brand Management, 15 (1), 4–14.
  • PAPPU, R., P. G. Quester, R. W. Coocsey (2006), “Consumer-Based Brand Equity and Country of Origin Relationships”, European Journal of Marketing, 40 (5/6), 696-717.
  • PICTON, D. ve A. Broderick (2001), Integrated Marketing Comminications, England: Pearson Education Limited.
  • ROSS, S. (2006), “A Conceptual Framerwork for Understanding Spectator – Based Brand Equity”, Journal of Sport Management, 20 (1), 22–38
  • SOLOMON, R. M. ve E. W. Stuart (2002), Marketing: Real People, Real Choice, 2nd ed., Prentice-Hall, Englewood Cliffs.
  • SIMON, C. J. ve M. W. Sullivan (1993), “The Measurement and Determinants of Brand Equity”, A Financial Approach Marketing Science, 12 (1), 28–52.
  • SRIVASTAVA, K. R. ve A. D. Shocker, (1991), “Brand Equity: A Perspective on Its Meaning and Measurement”, Marketing Science Institute, Working Paper, Cambridge, MA: 91–124.
  • TAVŞANCIL, E. (2002), Tutumların Ölçülmesi ve SPSS ile Veri Analizi, 1.Baskı, , Yayın No. 399, Ankara: Nobel Yayın Dağıtım.
  • TEK, Ö. B. (1999), Pazarlama İlkeleri Global Yönetimsel Yaklaşım Türkiye Uygulamaları, 8. Baskı, İstanbul: Beta Basım Yayın Dağıtım A. Ş.
  • THIELE, S. R. ve M. M. Mackay (2001), “Assessing the Perfomance of Brand Loyalty Measures”, Journal of Services Marketing, 15 (7), 529–546.
  • TOLBA, H. A. (2006), Integrating Customer Based Brand Equity with Brand Market Performance: An Empirical Invesigation of the U.S. Automotive Industry, Doctor of Philosophy, USA: George Washington University.
  • TOYLAR, S. A, K. C. S. Goodwin (2004), “The Importance of Brand Equity to Consumer Loyalty”, Journal of Product & Brand Management, 13 (4), 217–227.
  • YILDIZ, S. (2007), Tüketici Tercihlerinde Marka Değerini Belirlemeye Yönelik Bir Model Önerisi: Trabzon Örneği, Yayınlanmamış Yüksek Lisans Tezi, Trabzon: Karadeniz Teknik Üniversitesi Sosyal Bilimler Enstitüsü.
  • ZIKMUND, WR., J. Mcleod, F. W. Gilbert (2003), “Customer Relationship Management”, Integrating Marketing Strategy and Information Techonology, 12, 65-84.
  • www.turkpatent.gov.tr (12.08.2011).
  • www.otodünyam.wordpress.com (17.09.2011).
  • www.myfikirler.com (14.09.2011).
  • www.ekotrent.com (17.09.2011).
  • www.markatesciliofisi.com (17.09.2011).
  • www.kayseri.gov.tr (14.04.2010).

The Measurement of Consumer Based Brand Equity: An Applıcation on Automobile Users in Kayseri

Yıl 2011, Cilt: 8 Sayı: 2, 69 - 97, 01.12.2011

Öz

In recent years, businesses try hard to create value for consumers, but they are insufficient to keep pace with the changes because of rapidly changing consumer demands and needs. Furthermore, a survey has been conducted to the drives from Kayseri to examine and test the validity of the dimensions of consumer based brand equity 1200 car and made a survey questionnaire for the calculation of internal consistency reliability of the data obtained through the analysis (Cronbach's Alpha) by performing a very multivariate statistical analysis has been prepared for. For a more meaningful presentation of the data and a summary of the exploratory factor analysis was applied which is a multivariate analysis

Kaynakça

  • AAKER, A. D. (1990), “Brand Extensions: The Good, The Bad and the Ugly”, Journal of Management Review, 31(4), 1–8.
  • AAKER, A. D. (1991), Managing Brand Equity: Capitalizing on the Value of a Brand Name, USA: The Free Press, Macmillan Inc.
  • AAKER, A. D. (1992), “The Value of Brand Equity”, Journal of Business Strategy, 13(4), 27–32.
  • AKTUĞLU, I. (2004), Marka Yönetimi, İstanbul: İletişim Yayınları.
  • ALBAYRAK, A. Sait, Abdullah Eroğlu, Şeref Kalaycı, Engin Küçüksille, Belma Ak vd. (2005), SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri, Ankara: Asi Yayın Dağıtım LTD. ŞTİ.,
  • CASEY, R. (2003), The Effect of Brand Equity on Brand Knowledge: An Empirical and Comparative Analysis, Nava Southeastern University, USA: Philosopy of Doctor.
  • CHERNTONY, L. D. (1998), “Defining Brand: Beyond the Literature with Experts Interpretations”, Journal of Marketing Management, 14(5), 417–443.
  • DICK, S. A. ve K. B. (1994), “Customer Loyalty: Toward Integrated Conceptual Framework”, Journal of Academy of Marketing, 22, 99– 113.
  • DILLION, R. W, T. J. Madden, A. Kirmani; M. Soumen (2001), “Understanding What’s in A Brand Rating: A Model for Assessing Brand and Their Relationship to Brand Equity”, Journal of Marketing Research, 38, 415–429.
  • ERDİL, T. S. ve Y. Uzun (2009), Marka Olmak, İstanbul: Beta Basım Yayın Dağıtım A.Ş.
  • FARQUHAR, P.H (1989), “Managing Brand Equity”, Journal of Marketing Research, 2, 24–33.
  • FOURNIER, S. ve J. L. Yao (1997), “Reviving Brand Loyalty: A Reconceptualization Within the Framework of Consumer-Brand Relationships”, International Journal of Research in Marketing, 14, 451–472.
  • FURTHER, R. D., T. J. Madden, A. Kirmani, S. Mukherjee (2001), “Understanding What’s in a Brand Rating: A Model for Assessing Brand and Attribute Effects and Their Relationship to Brand Equity”, Journal of Marketing Research, 38( 4), 415–429.
  • GÜLLÜLÜ, U., A. Erciş, S. Ünal, B. Bilgili, L. N. Gödekmerdan (2008), Sigorta Hizmetlerinde Marka Değeri ve Marka Güveni, Ankara: Detay Yayıncılık.
  • HAIR, F. J., R. R. Tahtam, C. William (1998), Anderson Multivariate Data Analysis, 5. Th. Ed., England: Prentice – Hall, Englewood Cliffs.
  • HSIEH, H. M. (2004), “Measuring Global Brand Equity Using Cross- National Survey Data”, Journal of International Marketing, 12 (2), 28–57.
  • JAMES, O. D. (2006), “Extension to Allience: Aaker and Keller’s Model Revisited”, Journal of Product & Brand Management, 15(1), 15–22.
  • JACOBY, J. ve D. B. Kyner (1973), “Brand Loyalty Versus Repeat Purchasing Behavior”, Journal of Marketing Research, 10, 1–9.
  • JACOBSON, R. ve D. A. Aaker (1987), “The Strategic Role of Product Quality”, Journal of Marketing, 51, 31–44.
  • KOTLER, P. ve A. M. Gary (1989), Business-Economics, ISBN 0137053606.
  • KAMAKURA, A. Wagner ve G. J. Russell (1993), “Measuring Brand Value with Scanner Data”, International Journal of Research in Marketing, 10, 9–26.
  • KELLER, L. K. (1993), “Conceptualizing, Measuring and Managing Customer- Based Brand Equity”, Journal of Marketing, 57, 1–22.
  • KELLER, L. K. (1998) Strategic Brand Management: Building, Measuring and Managing Brand Equity, Upper Saddle River, N.J. Prentice Hall.
  • KELLER, L. K. (2001), “Building Customer Based Brand Equity”, Marketing Management, 10 ( 2), 14–19.
  • KELLER, L. K. ve D. R. Lehmann (2001), “The Brand Value Chain: Linkin Strategic and Financial Performance”, Working Paper, Tuck School of Business.
  • KELLER, L. K. ve D. R. Lehmann (2003), “Brands and Branding: Research Findings and Future Priorities”, Marketing Science, 25 (6), 740–759.
  • KOTLER, P. (2000), Marketing Management, 9th Ed., Boston, USA: Prentice Hall, International Inc.
  • KNAP, E. D. (2000), Marka Aklı, Çev. Azra Akartuna, İstanbul: Mediacat Kitapları.
  • KARACAN, D. (2006), Müşteri Odaklı Marka Denkliği ve Marka Denkliği Unsurlarına Yönelik Tüketici Tutumlarının Ölçülmesi: Otel İşletmeleri Üzerine Uygulama, Yayınlanmamış Yüksek Lisans Tezi, Adana: Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi.
  • LASSAR, W., M. Banwari, S. Arun (1995), “Measuring Consumer-Based Brand Equity”, Journal of Consumer Marketing, 12 (4), 4-11.
  • LOW, S. G. ve C. W. Lamb Jr (2000), “The Measurement and Dimensionality of Brand Associations”, Journal of Product & Brand Management, 9 (6) 350–368.
  • MITTAL, B. ve W. M. Lassar (1998), “Why do Customers Switch? The Dynamics of Satisfaction Versus Loyalty”, The Journal of Services Marketing, 12 (3), 174–194.
  • MURPHY, J. (1990), “Assesing the Value of Brands”, Long Range Planning, 23 (3), 23–29.
  • NAKİP, M. (2003), Pazarlama Araştırmaları: Teknikler ve SPSS Destekli Uygulamalar, Birinci Baskı, Ankara: Seçkin Yayıncılık.
  • OLIVIERA, M. J., G. R. Foxall, V. K. James, R. H. Phol, M. B. Dias, S. W. Chang (2008), “Customer-Based Brand Equity and Brand Performance”, The Service Industries Journal, 28 (4), 445-461.
  • YARAŞ, E (2004), Marka Değeri Algılaması ve Pazarlama Karması İlişkisi, Yayınlanmamış Doktora Tezi, İstanbul: İstanbul Üniversitesi Sosyal Bilimler Enstitüsü.
  • YOO, B. ve N. Donthu (2001), “Developing and Validating a Multidimensional Consumer-Based Brand Equity Scale”, Journal of Business Research, 52 (6), 1–14.
  • PARK, C. S. ve B. V. Srinivasan (1994), “A Survey –Based Method for Measuring and Understanding Brand Equity and It’s Extendability”, Journal of Marketing Research, 31, 271–288.
  • PAPPU, R. ve P. G. Quester (2006), “Does Customer Satisfaction Lead to Improved Brand Equity? An Empirical Examination of Two Categories of Retail Brands”, Journal of Product & Brand Management, 15 (1), 4–14.
  • PAPPU, R., P. G. Quester, R. W. Coocsey (2006), “Consumer-Based Brand Equity and Country of Origin Relationships”, European Journal of Marketing, 40 (5/6), 696-717.
  • PICTON, D. ve A. Broderick (2001), Integrated Marketing Comminications, England: Pearson Education Limited.
  • ROSS, S. (2006), “A Conceptual Framerwork for Understanding Spectator – Based Brand Equity”, Journal of Sport Management, 20 (1), 22–38
  • SOLOMON, R. M. ve E. W. Stuart (2002), Marketing: Real People, Real Choice, 2nd ed., Prentice-Hall, Englewood Cliffs.
  • SIMON, C. J. ve M. W. Sullivan (1993), “The Measurement and Determinants of Brand Equity”, A Financial Approach Marketing Science, 12 (1), 28–52.
  • SRIVASTAVA, K. R. ve A. D. Shocker, (1991), “Brand Equity: A Perspective on Its Meaning and Measurement”, Marketing Science Institute, Working Paper, Cambridge, MA: 91–124.
  • TAVŞANCIL, E. (2002), Tutumların Ölçülmesi ve SPSS ile Veri Analizi, 1.Baskı, , Yayın No. 399, Ankara: Nobel Yayın Dağıtım.
  • TEK, Ö. B. (1999), Pazarlama İlkeleri Global Yönetimsel Yaklaşım Türkiye Uygulamaları, 8. Baskı, İstanbul: Beta Basım Yayın Dağıtım A. Ş.
  • THIELE, S. R. ve M. M. Mackay (2001), “Assessing the Perfomance of Brand Loyalty Measures”, Journal of Services Marketing, 15 (7), 529–546.
  • TOLBA, H. A. (2006), Integrating Customer Based Brand Equity with Brand Market Performance: An Empirical Invesigation of the U.S. Automotive Industry, Doctor of Philosophy, USA: George Washington University.
  • TOYLAR, S. A, K. C. S. Goodwin (2004), “The Importance of Brand Equity to Consumer Loyalty”, Journal of Product & Brand Management, 13 (4), 217–227.
  • YILDIZ, S. (2007), Tüketici Tercihlerinde Marka Değerini Belirlemeye Yönelik Bir Model Önerisi: Trabzon Örneği, Yayınlanmamış Yüksek Lisans Tezi, Trabzon: Karadeniz Teknik Üniversitesi Sosyal Bilimler Enstitüsü.
  • ZIKMUND, WR., J. Mcleod, F. W. Gilbert (2003), “Customer Relationship Management”, Integrating Marketing Strategy and Information Techonology, 12, 65-84.
  • www.turkpatent.gov.tr (12.08.2011).
  • www.otodünyam.wordpress.com (17.09.2011).
  • www.myfikirler.com (14.09.2011).
  • www.ekotrent.com (17.09.2011).
  • www.markatesciliofisi.com (17.09.2011).
  • www.kayseri.gov.tr (14.04.2010).
Toplam 58 adet kaynakça vardır.

Ayrıntılar

Diğer ID JA65CB93MN
Bölüm Araştırma Makalesi
Yazarlar

Murat Toksarı Bu kişi benim

Mehmet Emin İnal Bu kişi benim

Yayımlanma Tarihi 1 Aralık 2011
Yayımlandığı Sayı Yıl 2011 Cilt: 8 Sayı: 2

Kaynak Göster

APA Toksarı, M., & İnal, M. E. (2011). Tüketici Temelli Marka Değerinin Ölçümü: Kayseri’de Otomobil Kullanıcıları Üzerine Bir Uygulama. Çağ Üniversitesi Sosyal Bilimler Dergisi, 8(2), 69-97.