THE IMPACT OF PERCEIVED VALUE ON BRAND PERSONALITY

Öz

In tourism sector, it will be possible that businesses able to meet customer’s needs, desires and expectations solely when they successfully establish and continue a communication. In this context the aim of this study is to examine the relationship between the travel agency’s perceived value and it’s brand personality. Survey technique was used in obtaining the data used in the study. According to results of exploratory factor analysis and confirmatory factor analysis for brand personality; compatibility/simplicity, reliability, dynamism, emotionality and agrassiveness and for perceived value; emotional value, functional value and social value dimensions has emerged. The results of multiple regression analysis show that dimension of emotional value has impact on compatibleness/simplicity, reliability and aggressiveness dimensions of brand personality

Anahtar Kelimeler

• Brand Personality,Perceived Value,Tourism,Travel Agency

ALGILANAN DEĞERİN MARKA KİŞİLİĞİ ÜZERİNE ETKİSİ

Öz

Turizm sektöründe yer alan işletmelerin müşterilerin ihtiyaç, istek ve beklentilerine yanıt verebilmeleri ancak başarılı bir şekilde kuracakları ve sürdürecekleri iletişimle mümkün olacaktır. Bu bağlamda çalışmada seyahat acentesinin algılanan değeri ile marka kişiliği arasındaki ilişkiyi ölçmek amaçlanmıştır. Çalışmada kullanılan verilerin elde edilmesinde anket tekniği kullanılmıştır. Yapılan açıklayıcı faktör analizi ve doğrulayıcı faktör analizi sonucunda marka kişiliğine ilişkin uyumluluk/yalınlık, güvenilirlik, hareketlilik, duygusallık ve saldırganlık boyutları ve algılanan değere ilişkin duygusal değer, fonksiyonel değer Profesyonellik-Kalite-Fiyat/Seyahat acentesinin kurulumu ve sosyal değer boyutları ortaya çıkmıştır. Yapılan çoklu doğrusal regresyon analizinde elde edilen sonuçlar algılanan değerin yalnızca seyahat acentesinin kurulumu boyutunun marka kişiliğinin hiçbir boyutu üzerinde etkiye sahip olmadığını göstermiştir.

Anahtar Kelimeler

• Marka Kişiliği,Algılanan Değer,Turizm,Seyahat Acentesi

Kaynakça

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