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Tüketici Temelli Marka Denkliğinin Yeniden Satın Alma Niyeti Üzerindeki Etkileri: Y Kuşağı Akıllı Cep Telefonu Tüketicileri Üzerine Bir Araştırma

Yıl 2021, Cilt: 36 Sayı: 3, 629 - 649, 02.09.2021
https://doi.org/10.24988/ije.202136309

Öz

Tüketici temelli marka denkliği, işletmelerin, diğer markalara göre rekabet avantajına sahip olmasını sağlayan önemli bir pazarlama stratejisidir. Bu çalışmanın temel amacı tüketici temelli marka denkliğinin tüketicinin yeniden satın alma niyeti üzerindeki etkisini belirlemektir Bu kapsamda, Y kuşağı tüketicileri için cep telefonu alışverişlerinde tüketici temelli marka denkliğinin yeniden satın alma niyeti üzerindeki etkisi belirlenmeye çalışılmıştır. Kolayda örnekleme yöntemi ile yapılan araştırmada 492 öğrenci ile yüz yüze anket çalışması yapılmıştır. Yapılan analizler sonucunda Y kuşağı tüketicileri için tüketici temelli marka denkliğinin cep telefonları için yeniden satın alma niyeti üzerinde etkili olduğu belirlenmiştir.

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The Effects of Consumer-Based Brand Equity on Repurchase Intentions: A Study on Generation-Y Buyers of Smart Phones

Yıl 2021, Cilt: 36 Sayı: 3, 629 - 649, 02.09.2021
https://doi.org/10.24988/ije.202136309

Öz

Consumer-based brand equity is an important marketing strategy that allows businesses to have a competitive advantage over rival brands. The purpose of this paper is to study the effects of consumer-based brand equity on the repurchase intentions of consumers from generation-Y. For this purpose, the paper considers the case of mobile phones in investigating the effects of consumer-based brand equity on repurchase intentions of a sample of generation-Y consumers, based on surveys conducted face-to-face with 492 students selected through a convenience sampling method. Findings from the study reveal that consumer-based brand equity has a significant effect on the repurchase intentions of generation-Y consumers shopping for mobile phones.

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  • Uzunkaya, T. (2016). Marka sadakatinin tekrar satın alma niyetine etkisi ve GSM sektöründe bir araştırma. Beykent Üniversitesi Sosyal Bilimler Dergisi, 9(2), 58-67.
  • Virvilaite, R., Tumasonyte, D. ve Sliburyte, L. (2015). The influence of word of mouth communication on brand equity: Receiver perspectives. Procedia - Social and Behavioral Sciences, 213, 641–646.
  • Yaşin, B., Zulfugarova, N., Uysal, A. ve Doumbia, F. (2017). Marka otantikliğinin tüketici temelli marka denkliği üzerindeki etkisi. Uluslararası İktisadi ve İdari İncelemeler Dergisi, 22. UPK Ahmet Hamdi İslamoğlu Özel Sayısı, 127-144.
  • Yazgan, H.İ., Çatı, K. ve Kethüda, Ö. (2014). Tüketici temelli marka denkliğinin ağızdan ağıza pazarlamaya etkisi. Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi, 15(1), 237-252.
  • Yıldız, E. (2015). Ağızdan ağıza iletişimin tüketici temelli marka denkliği boyutlarına etkileri: Marka imajının aracılık rolü. Business and Economics Research Journal, 6(3), 163-181.
  • Yoo, B. ve Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(6), 1–14.
  • Yoo, B., Donthu, N. ve Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195-211.
  • Zeithaml, V. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of the evidence. Journal of Marketing, 52(3), 2-22.
  • Zeithaml, V.A., Berry, L. L. ve Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2): 31-46.
  • Zemke, R., Raines, C. ve Filipczak, R. (1999). Generations at work: Managing the clash of veterans, boomers, xers and nexters in your workplace. New York: Amacom
Toplam 129 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Makaleler
Yazarlar

Pınar Özkan 0000-0003-2765-7224

Yayımlanma Tarihi 2 Eylül 2021
Gönderilme Tarihi 28 Şubat 2021
Kabul Tarihi 17 Ağustos 2021
Yayımlandığı Sayı Yıl 2021 Cilt: 36 Sayı: 3

Kaynak Göster

APA Özkan, P. (2021). Tüketici Temelli Marka Denkliğinin Yeniden Satın Alma Niyeti Üzerindeki Etkileri: Y Kuşağı Akıllı Cep Telefonu Tüketicileri Üzerine Bir Araştırma. İzmir İktisat Dergisi, 36(3), 629-649. https://doi.org/10.24988/ije.202136309

İzmir İktisat Dergisi
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tarafından taranmaktadır.

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https://kutuphane.deu.edu.tr/yayinevi/

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https://dergipark.org.tr/tr/pub/ije/contacts


İZMİR İKTİSAT DERGİSİ 2022 yılı 37. cilt 1. sayı ile birlikte sadece elektronik olarak yayınlanmaya başlamıştır.