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

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

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.

Kaynakça

  • Aaker, D. A. Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: Free Press a Division of MacMillan, 1991.
  • Aaker, D. A. Building Strong Brands. New York: The Free Press, 1996.
  • Aaker, D. A. Güçlü Markalar Yaratmak Çeviren: Demir Erdem. İstanbul: MediaCat Kitabevi, 2009.
  • Aksoy, R. «Bir Pazarlama Değeri Olarak Güven ve Tüketicilerin Elektronik Pazarlara Yönelik Güven Tutumları.» ZKÜ Sosyal Bilimler Dergisi 2, no. 4 (2006): 79-90.
  • Aurier, P., ve G. Séré de Lanauze. «Impacts of perceived brand relationship orientation on attitudinal loyalty: An application to strong brands in the packaged goods sector.» European Journal of Marketing 46, no. 11/12 (2012): 1602-1627.
  • Azizi, S. «A Model of Factors Affecting Foreign Brand Trust.» Journal of Competitiveness 6, no. 3 (2014): 20-31.
  • Becerra, E. P., ve V. Badrinarayanan. «The influence of brand trust and brand identification on brand evangelism.» Journal of Product & Brand Management 22, no. 5/6 (2013): 371-383.
  • Berry, L. L. (2000). Cultivating service brand equity. Journal of the aca- demy of Marketing Science, 28(1), 128-137.
  • Bilgili, Bilsen . «Sigorta Hizmetlerinde Marka Değeri (Hayat Sigortası Müşterileri Üzerine Bir Uygulama).» Yayınlanmamış Doktora Tezi. Erzurum: Atatürk Üniversitesi Sosyal Bilimler Enstitüsü, 2007. 1- 185.
  • Bolton, R. N., ve K. N. Lemon. «A dynamic model of customer’s usage of services: usage as an antecedent and consequence of satisfaction.» Journal of Marketing Research 36, no. 2 (1999): 171-86.
  • Brown, C. L., ve G. S. Carpenter. «Why is the trivial important? A reasons based account for the effects of trivial attributes on choice.» Journal of Consumer Research 26, no. 4 (2000): 372-385.
  • Chaudhuri, Arjun, ve Morris B. Holbrook. «The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brad Loyalty.» Journal of Marketing 61 (2001): 81-93.
  • Chaudhuri, Arjun , ve Morris B. Holbrook. «Product-Class Effects on Brand Commitment and Brand Outcomes: The Role of Brand Trust and Brand Affect.» Journal of Brand Management 10, no. 1 (2002): 33-58.
  • Coulter, K. S., ve R. A. Coulter. «The effects of industry knowledge on the development of trust in service relationships.» International Journal of Research in Marketing 20, no. 1 (2003): 31-44.
  • Çelik, H. E., ve V. Yılmaz. «Yapısal eşitlik modellemesi temel kavramlar-uygulamalar-programlama.» 2013.
  • Çokluk, Ö., G. Şekercioğlu, ve Ş. Büyüköztürk. Sosyal bilimler için çok değişkenli istatistik: SPSS ve LISREL uygulamaları. Pegem Akademi, 2010.
  • Das, G. «Antecedents and consequences of trust: an e-tail branding perspective.» International Journal of Retail & Distribution Management 44, no. 7 (2016): 713-730.
  • Dawar, Niraj. «Extensions of Broad Brands: The Role of Retrieval in Evaluations of Fit.» Journal of Consumer Psychology 5, no. 2 (1996): 189-207.
  • Delgado-Ballester, E., ve J. L. Munuera-Aleman. «Brand trust in the context of consumer loyalty.» European Journal of Marketing 35, no. 11/12 (2001): 1238-58.
  • Delgado-Ballester, E., J. L. Munuera Aleman, ve M. J. Yague-Guillen. «Development and validation of a brand trust scale.» International Journal of Market Research 45, no. 1 (2003): 35-54.
  • Delgado-Ballester, E., ve J. Luis Munuera-Aleman. «Does brand trust matter to brand equity?» Journal of Product & Brand Management 14, no. 3 (2005): 187-196.
  • Doney, Patricia M., ve Joseph P. Cannon. «An Examination of The Nature of Trust in Buyer-Seller Relationships.» Journal of Marketing 61, no. 2 (1997): 35-51.
  • Elliott, R., ve N. Yannopoulou. «The nature of trust in brands: a psychosocial model.» European Journal of Marketing 41, no. 9/10 (2007): 988 - 998.
  • Erciş, Aysel, Şükrü Yapraklı, ve Polat Can. «Güçlü ve Güçsüz Markalarda Marka Bilgisi, Marka İlişkileri ve Satın Alma Davranışları Arasındaki Farklılıkların İncelenmesi.» Marmara Üniversitesi İ.İ.B.F. Dergisi XXVI, no. 1 (2009): 157-190.
  • Eren, S. S., ve A. Erge. «Marka Güveni, Marka Memnuniyeti ve Müşteri DeğerininTüketicilerin Marka Sadakati Üzerine Etkisi.» Journal of Yaşar University 26, no. 7 (2012): 4455-4482.
  • Esch, F. R., T. Langner, B. H. Schmitt, ve P. Geus. «Are brands forever? How brand knowledge and relationships affect current and future purchases.» Journal of Product & Brand Management 15, no. 2 (2006): 98-105.
  • Farquhar, Peter H., Paul M. Herr, ve Russell H. Fazio. «A Relational Model For Category Extensions of Brands.» 17 (1990): 856-860.
  • Filo, K., D. C. Funk, ve K. Alexandris. «Exploring the role of brand trust in the relationship between brand associations and brand loyalty in sport and fitness.» International Journal of Sport Management and Marketing 3, no. 1-2 (2008): 39-57.
  • Ganesan, S., ve R. Hess. «Dimensions and levels of trust: implications for commitment to a relationship.» Marketing Letters 8, no. 4 (1997): 439-48.
  • Gıl, Rafael Brovo, Elena Fraj Andres, ve Eva Martinez Salinas. «Family as a Sourche of Consumer-Based Brand Equity.» Journal of Product & Brand Management 16, no. 3 (2007): 188-199.
  • Ha, H. Y. «Factors influencing consumer perceptions of brand trust online.» Journal of Product & Brand Management 13, no. 5 (2004): 329-42.
  • Harris, L. C., ve M. M. Goode. «The four levels of loyalty and the pivotal role of trust: a study of online service dynamics.» Journal of Retailing 80, no. 2 (2004): 139-158.
  • Hegner, S. M., ve C. Jevons. «Brand trust: a cross-national validation in Germany, India, and South Africa.» Journal of Product & Brand Management 25, no. 1 (2016): 58-68.
  • Hennig-Thurau, T., M. F. Langer, ve U. Hansen. «Modeling and managing student loyalty: an approach based on the concept of relationship quality.» Journal of Service Research 3, no. 4 (2001): 331- 44.
  • Hess, Jeff, ve John Story. «Trust-Based Commitment: Multidimensional Consumer-Brand Relationships.» Journal of Consumer Marketing 22, no. 6 (2005): 313-22.
  • Johnson, M. D., A. Hermann, ve F. Huber. «The evolution of loyalty intentions.» Journal of Marketing 70, no. 2 (2006): 122-32.
  • Kavas, Alican. «Marka Değeri Yaratma.» Pazarlama ve İletişim Kültürü Dergisi (Pİ) 3, no. 8 (2004): 16-25.
  • Keller, Kevin Lane. «Conceptualizing, Measuring, and Managing Customer-Based Brand Equity.» Journal of Marketing 57, no. 1 (1993): 1-22.
  • Keller, Kevin Lane. Strategic Brand Management: Building, Measuring, and Managing Brand Equity. New Jersey: Prentice Hall Press, 1998.
  • Khan, I., ve Z. Rahman. «E-tail brand experience’s influence on e- brand trust and e-brand loyalty: The moderating role of gender.» International Journal of Retail & Distribution Management 44, no. 6 (2016): 588-606.
  • Liao, N. N., ve T. C. Wu. «The pivotal role of trust in customer loyalty: empirical research on the system integration market in Taiwan.» The Business Review, Cambridge 12, no. 2 (2009): 277-384.
  • Lin, M. Q., ve B. C. Lee. «The influence of website environment on brand loyalty: brand trust and brand affect as mediators.» International Journal of Electronic Business Management 10, no. 4 (2012): 308-321.
  • Liu, C., J. T. Marchewka, J. Lu, ve C. S. Yu. «Beyond concern: a privacy-trust-behavioural commerce.» Information & Management 42, no. 1 (2005): 127-142. intention model of electronic
  • Luk, S. T. K., ve L. S. C. Yip. «The moderator effect of monetary sales promotion of the relationship between brand trust and purchase behaviour.» Brand Management 15, no. 6 (2008): 452-464.
  • Morgan, R. M., ve S. D. Hunt. «The commitment-trust theory of relationship marketing.» The Journal of Marketing, 1994: 20-38.
  • Naina Mohamed, R., ve N. Mohd Daud. «The impact of religious sensitivity on brand trust, equity and values of fast food industry in Malaysia.» Business Strategy Series 13, no. 1 (2012): 21-30.
  • Nath, S., S. Saroj, ve K. Datta. «The Effect Of Perceived Quality On Brand Equity: An Empirical Study On Generic Drugs.» Asia Pacific Journal of Marketing and Logistics 23, no. 5 (2011): 604-625.
  • Ngoc Phan, K., ve N. Ghantous. «Managing brand associations to drive customers' trust and loyalty in Vietnamese banking.» International Journal of Bank Marketing 31, no. 6 (2013): 456 - 480.
  • Oliver, Richard L. «Whence Consumer Loyalty?» Journal of Marketing 63 (1999): 33-44.
  • Palmatier, R. W., R. P. Dant, D. Grewal, ve K. R. Evans. «Factors influencing the effective-ness of relationship marketing: a meta- analysis.» Journal of Marketing 70, no. 4 (2006): 136-53.
  • Paulssen, M., R. Roulet, ve S. Wilke. «Risk as moderator of the trust- loyalty relationship.» European Journal of Marketing 48, no. 5/6 (2014): 964-981.
  • Pennanen, K., T. Tiainen, ve H. Luomala. «A qualitative exploration of a consumer’s value-based e-trust building process: a framework development.» Qualitative Market Research: An International Journal 10, no. 1 (2007): 28-47.
  • Rios, E. R., ve E. H. Riquelme. «Brand Equity for Online Companies.» Marketing Intelligence & Planning 26, no. 7 (2008): 719-742.
  • Sharifi, S. S., ve M. R. Esfidani. «The impacts of relationship marketing on cognitive dissonance, satisfaction, and loyalty: the mediating role of trust and cognitive dissonance.» International Journal of Retail & Distribution Management 42, no. 6 (2014): 553-575.
  • Shekhar Kumar, R., S. Dash, ve P. Chandra Rurwar. «The nature and antecedents of brand equity and its dimensions.» Marketing Intelligence & Planning 31, no. 2 (2013): 141-159.
  • Sultan, P., ve H. Yin Wong. «Service quality in a higher education context: An integrated model.» Asia Pacific Journal of Marketing and Logistics 24, no. 5 (2012): 755-784.
  • Şimşek, Ömer Faruk. Yapısal Eşitlik Modellemesine Giriş Temel İlkeler ve LISREL Uygulamaları. Ankara: Ekinoks Yayınları, 2007.
  • Tan, F. B., ve P. Sutherland. «Online consumer trust: a multidimensional model.» Journal of Electronic Commerce in Organizations 2, no. 3 (2004): 40-58.
  • Verhoef, P. C. «Understanding the effect of customer relationship management efforts on customer retention and customer share development.» Journal of Marketing 67, no. 4 (2003): 30-45.
  • Verhoef, P. C., P. H. Franses, ve J. C. Hoekstra. «The effect of relational constructs on customer referrals and number of services purchased from a multiservice provider: does age of relationship matters?» The Journal of the Academy of Marketing Science 30, no. 3 (2002): 202-16.
  • Yoo, B., ve N. Donthu. «Developing and Validating a Multidimensionel Consumer-Based Brand Equity Scale.» Journal of Business Research 52 (2001): 1-14.
  • Yoon, S. J. «The antecedents and consequences of trust in online purchase decisions.» Journal of Interactive Marketing 16, no. 2 (2002): 47-63.
  • Zeithaml, V. A. «Defining and relating price, perceived quality, and perceived value.» 1987.
  • Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of marketing, 2-22.

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

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

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.

Kaynakça

  • Aaker, D. A. Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: Free Press a Division of MacMillan, 1991.
  • Aaker, D. A. Building Strong Brands. New York: The Free Press, 1996.
  • Aaker, D. A. Güçlü Markalar Yaratmak Çeviren: Demir Erdem. İstanbul: MediaCat Kitabevi, 2009.
  • Aksoy, R. «Bir Pazarlama Değeri Olarak Güven ve Tüketicilerin Elektronik Pazarlara Yönelik Güven Tutumları.» ZKÜ Sosyal Bilimler Dergisi 2, no. 4 (2006): 79-90.
  • Aurier, P., ve G. Séré de Lanauze. «Impacts of perceived brand relationship orientation on attitudinal loyalty: An application to strong brands in the packaged goods sector.» European Journal of Marketing 46, no. 11/12 (2012): 1602-1627.
  • Azizi, S. «A Model of Factors Affecting Foreign Brand Trust.» Journal of Competitiveness 6, no. 3 (2014): 20-31.
  • Becerra, E. P., ve V. Badrinarayanan. «The influence of brand trust and brand identification on brand evangelism.» Journal of Product & Brand Management 22, no. 5/6 (2013): 371-383.
  • Berry, L. L. (2000). Cultivating service brand equity. Journal of the aca- demy of Marketing Science, 28(1), 128-137.
  • Bilgili, Bilsen . «Sigorta Hizmetlerinde Marka Değeri (Hayat Sigortası Müşterileri Üzerine Bir Uygulama).» Yayınlanmamış Doktora Tezi. Erzurum: Atatürk Üniversitesi Sosyal Bilimler Enstitüsü, 2007. 1- 185.
  • Bolton, R. N., ve K. N. Lemon. «A dynamic model of customer’s usage of services: usage as an antecedent and consequence of satisfaction.» Journal of Marketing Research 36, no. 2 (1999): 171-86.
  • Brown, C. L., ve G. S. Carpenter. «Why is the trivial important? A reasons based account for the effects of trivial attributes on choice.» Journal of Consumer Research 26, no. 4 (2000): 372-385.
  • Chaudhuri, Arjun, ve Morris B. Holbrook. «The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brad Loyalty.» Journal of Marketing 61 (2001): 81-93.
  • Chaudhuri, Arjun , ve Morris B. Holbrook. «Product-Class Effects on Brand Commitment and Brand Outcomes: The Role of Brand Trust and Brand Affect.» Journal of Brand Management 10, no. 1 (2002): 33-58.
  • Coulter, K. S., ve R. A. Coulter. «The effects of industry knowledge on the development of trust in service relationships.» International Journal of Research in Marketing 20, no. 1 (2003): 31-44.
  • Çelik, H. E., ve V. Yılmaz. «Yapısal eşitlik modellemesi temel kavramlar-uygulamalar-programlama.» 2013.
  • Çokluk, Ö., G. Şekercioğlu, ve Ş. Büyüköztürk. Sosyal bilimler için çok değişkenli istatistik: SPSS ve LISREL uygulamaları. Pegem Akademi, 2010.
  • Das, G. «Antecedents and consequences of trust: an e-tail branding perspective.» International Journal of Retail & Distribution Management 44, no. 7 (2016): 713-730.
  • Dawar, Niraj. «Extensions of Broad Brands: The Role of Retrieval in Evaluations of Fit.» Journal of Consumer Psychology 5, no. 2 (1996): 189-207.
  • Delgado-Ballester, E., ve J. L. Munuera-Aleman. «Brand trust in the context of consumer loyalty.» European Journal of Marketing 35, no. 11/12 (2001): 1238-58.
  • Delgado-Ballester, E., J. L. Munuera Aleman, ve M. J. Yague-Guillen. «Development and validation of a brand trust scale.» International Journal of Market Research 45, no. 1 (2003): 35-54.
  • Delgado-Ballester, E., ve J. Luis Munuera-Aleman. «Does brand trust matter to brand equity?» Journal of Product & Brand Management 14, no. 3 (2005): 187-196.
  • Doney, Patricia M., ve Joseph P. Cannon. «An Examination of The Nature of Trust in Buyer-Seller Relationships.» Journal of Marketing 61, no. 2 (1997): 35-51.
  • Elliott, R., ve N. Yannopoulou. «The nature of trust in brands: a psychosocial model.» European Journal of Marketing 41, no. 9/10 (2007): 988 - 998.
  • Erciş, Aysel, Şükrü Yapraklı, ve Polat Can. «Güçlü ve Güçsüz Markalarda Marka Bilgisi, Marka İlişkileri ve Satın Alma Davranışları Arasındaki Farklılıkların İncelenmesi.» Marmara Üniversitesi İ.İ.B.F. Dergisi XXVI, no. 1 (2009): 157-190.
  • Eren, S. S., ve A. Erge. «Marka Güveni, Marka Memnuniyeti ve Müşteri DeğerininTüketicilerin Marka Sadakati Üzerine Etkisi.» Journal of Yaşar University 26, no. 7 (2012): 4455-4482.
  • Esch, F. R., T. Langner, B. H. Schmitt, ve P. Geus. «Are brands forever? How brand knowledge and relationships affect current and future purchases.» Journal of Product & Brand Management 15, no. 2 (2006): 98-105.
  • Farquhar, Peter H., Paul M. Herr, ve Russell H. Fazio. «A Relational Model For Category Extensions of Brands.» 17 (1990): 856-860.
  • Filo, K., D. C. Funk, ve K. Alexandris. «Exploring the role of brand trust in the relationship between brand associations and brand loyalty in sport and fitness.» International Journal of Sport Management and Marketing 3, no. 1-2 (2008): 39-57.
  • Ganesan, S., ve R. Hess. «Dimensions and levels of trust: implications for commitment to a relationship.» Marketing Letters 8, no. 4 (1997): 439-48.
  • Gıl, Rafael Brovo, Elena Fraj Andres, ve Eva Martinez Salinas. «Family as a Sourche of Consumer-Based Brand Equity.» Journal of Product & Brand Management 16, no. 3 (2007): 188-199.
  • Ha, H. Y. «Factors influencing consumer perceptions of brand trust online.» Journal of Product & Brand Management 13, no. 5 (2004): 329-42.
  • Harris, L. C., ve M. M. Goode. «The four levels of loyalty and the pivotal role of trust: a study of online service dynamics.» Journal of Retailing 80, no. 2 (2004): 139-158.
  • Hegner, S. M., ve C. Jevons. «Brand trust: a cross-national validation in Germany, India, and South Africa.» Journal of Product & Brand Management 25, no. 1 (2016): 58-68.
  • Hennig-Thurau, T., M. F. Langer, ve U. Hansen. «Modeling and managing student loyalty: an approach based on the concept of relationship quality.» Journal of Service Research 3, no. 4 (2001): 331- 44.
  • Hess, Jeff, ve John Story. «Trust-Based Commitment: Multidimensional Consumer-Brand Relationships.» Journal of Consumer Marketing 22, no. 6 (2005): 313-22.
  • Johnson, M. D., A. Hermann, ve F. Huber. «The evolution of loyalty intentions.» Journal of Marketing 70, no. 2 (2006): 122-32.
  • Kavas, Alican. «Marka Değeri Yaratma.» Pazarlama ve İletişim Kültürü Dergisi (Pİ) 3, no. 8 (2004): 16-25.
  • Keller, Kevin Lane. «Conceptualizing, Measuring, and Managing Customer-Based Brand Equity.» Journal of Marketing 57, no. 1 (1993): 1-22.
  • Keller, Kevin Lane. Strategic Brand Management: Building, Measuring, and Managing Brand Equity. New Jersey: Prentice Hall Press, 1998.
  • Khan, I., ve Z. Rahman. «E-tail brand experience’s influence on e- brand trust and e-brand loyalty: The moderating role of gender.» International Journal of Retail & Distribution Management 44, no. 6 (2016): 588-606.
  • Liao, N. N., ve T. C. Wu. «The pivotal role of trust in customer loyalty: empirical research on the system integration market in Taiwan.» The Business Review, Cambridge 12, no. 2 (2009): 277-384.
  • Lin, M. Q., ve B. C. Lee. «The influence of website environment on brand loyalty: brand trust and brand affect as mediators.» International Journal of Electronic Business Management 10, no. 4 (2012): 308-321.
  • Liu, C., J. T. Marchewka, J. Lu, ve C. S. Yu. «Beyond concern: a privacy-trust-behavioural commerce.» Information & Management 42, no. 1 (2005): 127-142. intention model of electronic
  • Luk, S. T. K., ve L. S. C. Yip. «The moderator effect of monetary sales promotion of the relationship between brand trust and purchase behaviour.» Brand Management 15, no. 6 (2008): 452-464.
  • Morgan, R. M., ve S. D. Hunt. «The commitment-trust theory of relationship marketing.» The Journal of Marketing, 1994: 20-38.
  • Naina Mohamed, R., ve N. Mohd Daud. «The impact of religious sensitivity on brand trust, equity and values of fast food industry in Malaysia.» Business Strategy Series 13, no. 1 (2012): 21-30.
  • Nath, S., S. Saroj, ve K. Datta. «The Effect Of Perceived Quality On Brand Equity: An Empirical Study On Generic Drugs.» Asia Pacific Journal of Marketing and Logistics 23, no. 5 (2011): 604-625.
  • Ngoc Phan, K., ve N. Ghantous. «Managing brand associations to drive customers' trust and loyalty in Vietnamese banking.» International Journal of Bank Marketing 31, no. 6 (2013): 456 - 480.
  • Oliver, Richard L. «Whence Consumer Loyalty?» Journal of Marketing 63 (1999): 33-44.
  • Palmatier, R. W., R. P. Dant, D. Grewal, ve K. R. Evans. «Factors influencing the effective-ness of relationship marketing: a meta- analysis.» Journal of Marketing 70, no. 4 (2006): 136-53.
  • Paulssen, M., R. Roulet, ve S. Wilke. «Risk as moderator of the trust- loyalty relationship.» European Journal of Marketing 48, no. 5/6 (2014): 964-981.
  • Pennanen, K., T. Tiainen, ve H. Luomala. «A qualitative exploration of a consumer’s value-based e-trust building process: a framework development.» Qualitative Market Research: An International Journal 10, no. 1 (2007): 28-47.
  • Rios, E. R., ve E. H. Riquelme. «Brand Equity for Online Companies.» Marketing Intelligence & Planning 26, no. 7 (2008): 719-742.
  • Sharifi, S. S., ve M. R. Esfidani. «The impacts of relationship marketing on cognitive dissonance, satisfaction, and loyalty: the mediating role of trust and cognitive dissonance.» International Journal of Retail & Distribution Management 42, no. 6 (2014): 553-575.
  • Shekhar Kumar, R., S. Dash, ve P. Chandra Rurwar. «The nature and antecedents of brand equity and its dimensions.» Marketing Intelligence & Planning 31, no. 2 (2013): 141-159.
  • Sultan, P., ve H. Yin Wong. «Service quality in a higher education context: An integrated model.» Asia Pacific Journal of Marketing and Logistics 24, no. 5 (2012): 755-784.
  • Şimşek, Ömer Faruk. Yapısal Eşitlik Modellemesine Giriş Temel İlkeler ve LISREL Uygulamaları. Ankara: Ekinoks Yayınları, 2007.
  • Tan, F. B., ve P. Sutherland. «Online consumer trust: a multidimensional model.» Journal of Electronic Commerce in Organizations 2, no. 3 (2004): 40-58.
  • Verhoef, P. C. «Understanding the effect of customer relationship management efforts on customer retention and customer share development.» Journal of Marketing 67, no. 4 (2003): 30-45.
  • Verhoef, P. C., P. H. Franses, ve J. C. Hoekstra. «The effect of relational constructs on customer referrals and number of services purchased from a multiservice provider: does age of relationship matters?» The Journal of the Academy of Marketing Science 30, no. 3 (2002): 202-16.
  • Yoo, B., ve N. Donthu. «Developing and Validating a Multidimensionel Consumer-Based Brand Equity Scale.» Journal of Business Research 52 (2001): 1-14.
  • Yoon, S. J. «The antecedents and consequences of trust in online purchase decisions.» Journal of Interactive Marketing 16, no. 2 (2002): 47-63.
  • Zeithaml, V. A. «Defining and relating price, perceived quality, and perceived value.» 1987.
  • Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of marketing, 2-22.
Toplam 64 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Araştırma Makalesi
Yazarlar

Şimal Çelikkol Bu kişi benim

Yayımlanma Tarihi 1 Temmuz 2017
Yayımlandığı Sayı Yıl 2017 Sayı: 12

Kaynak Göster

APA Çelikkol, Ş. (2017). Marka Değeri ve Marka Güveni İlişkisini Ölçmeye Yönelik Bir Havayolu Şirketi Müşterileri Üzerinde Araştırma. Iğdır Üniversitesi Sosyal Bilimler Dergisi(12), 271-301.