Marka Değeri ve Marka Güveni İlişkisini Ölçmeye Yönelik Bir Havayolu Şirketi Müşterileri Üzerinde Araştırma

Yıl 2017, Sayı: 12, 271 - 301, 01.07.2017

Şimal Çelikkol

Öz

Bu çalışmada, bir havayolu firmasının hizmetlerinden faydalanmakta olan tüketicilerin marka değeri boyutlarının marka güveniyle ilişkisi ve ayrıca marka güveninin marka değeriyle olan ilişkisi analiz edilmiştir. Bu araştırmanın amacı; havayolu taşımacılığı hizmetlerinde ulusal ve uluslararası pazarda büyük paya sahip olan havayolu firması için marka değerinin öncülü olarak kabul edilen marka güvenini etkileyen faktörleri belirlemek ve marka güveninin marka değeri üzerinde etkisini ortaya koymaktır. Çalışma, marka güveni ile marka değeri ilişkisini test ederek, çıkan sonuçlar doğrultusunda havayolu hizmetlerinde yer alan firmalara rekabet üstünlüğü yaratmak için somut önerilerde bulunmaktadır.

Anahtar Kelimeler

Marka Değeri, Marka Değeri Boyutları, Marka Güveni.

A Research on an Airline Customers to Measure the Relationship Between Brand Equity and Brand Trust

Öz

In this study, the relationships between brand equity dimensions of consumers who are benefiting from the services of an airline that has the highest brand value, and brand equity, as well as the relationship between brand equity and brand trust, are analyzed. The purpose of this research is to determine the factors affecting brand trust, which is the precedence of brand equity, for an airline that has a big share in national and international market in airway services, and to show the effect of brand trust on brand equity. In line with the results, factual suggestions have been made in this study to create a competitive advantage also for the other firms in airline services by testing the relationship between brand trust and brand equity.

Anahtar Kelimeler

Brand Equity, Brand Equity Dimensions, Brand Trust.

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