BibTex RIS Kaynak Göster

BRAND POSITIONING THROUGH MULTIDIMENSIONAL SCALING: A STUDY IN THE TURKISH SHAMPOO MARKET

Yıl 2011, Cilt: 3 Sayı: 2, 193 - 208, 01.12.2011

Öz

The aim of this study is to reveal the position of seven shampoo brands that exist in the Turkish market. In this research, perceptual mapping technique was used based on the attribute data and attribute ratings. The results of this study indicate that two most important dimensions that are effective on consumer evaluations of shampoo brands are found to be brand affect and brand Trust & Customer Services

Kaynakça

  • Aaker, D. and V.Kumar, G.S. Day. (2000). Marketing Research. 7th Edition.
  • USA: JohnWiley & Sons, Inc.
  • Altuna, Oylum K. (2010). Positioning of Large Shopping Malls According To The Consumers’ Perceptions, P.h.D. Unpublished Dissertation Study, Marmara University Institute of Social Sciences.
  • Ansari, Asim, Nicholas Economides and Ajivit Ghosh, (1994), Competitive Positioning in Markets with Ununiform Preferences”, Marketing Science, Vol.13, No:3, Summer, pp.248-273.
  • Arora, Raj, (2006), “Product Positioning Based on Search, Experience and Credence Attributes Using Conjoint Analysis” Journal of Product and Brand Management, Vol:15, No:5, pp.285-292.
  • Arslan, Fatma Müge; Asuman Yalçın and F. Çakır, (2001), “Comparison Of Discriminant Analysis And Multi-Dimensional Scaling Techniques Used In Determining The Position Of Internet Service Providers In The Turkish Market”, 8th Recent Advances in Retailing and Services Science Conference, June 16-19, 2001,Vancouver, Canada.
  • Bhat, Subodh and Srinivas, K. Reddy, (1998), “Symbolic and Functional Positioning of Brands”, Journal of Product and Brand Management, Vol.15, No:1, pp.32-43.
  • Blankson, Charles (2004), “Positioning Strategies and Incidence of Congruence of two UK store card brands” Journal of Product and Brand Management, Vol.13, N:5, pp.315-328.
  • Blankson, Charles and Stavros P. Kalafatis, (2007), “Positioning Strategies of International and Multicultural-oriented Service Brands”, Journal of Services Marketing, Vol.21, No:6, pp.435-450.
  • Brooksbank, Roger, (1994), “The Anatomy of Marketing Positioning Strategy”, Marketing Intelligence and Plannig, Vol.12, No:4, pp.10-14.
  • Edition, Prentice Hall, Inc., New Jersey, USA.
  • George, D. Ve P. Mallery. (2001). Spss For Wındows Step By Step, A Sımple
  • Guıde and Reference, 3rd edition. USA: Allyn & Bacon.
  • Ghoderwar, Bhimrao (2008), “Building Brand Identity in Competitive Markets: A Conceptual Model”, Journal of Product and Brand Management, Vol.17, No:1, pp.4-12.
  • Gwin, Garol F. and Carl R. Gwin, (2003), “ Product Attributes Model: A Tool for Evaluating Brand Positioning”, Journal of Marketing THEORY and PRACTICE, Spring, pp.30-42.
  • Hartman, Patrick; Vanessa Apoalaza Ibanez and F. Javier Forcada Sainz, (2005), “Green Branding Effects on Attitude: Functional versus Emotional positioning Strategies” Marketing Intelligence and Planning,Vol. 23, No:1, pp.9-29.
  • Jahangır, N., Parvez, N.(2009), "The Relationship Between Brand Affect, Brand
  • Quality, and Customers' Brand Extenstion Attitute: Exploring the Mediating Role
  • of Customer Loyalty", The Cambodian Management Journal, Vol.1, No.1, pp. 20- 34.
  • Lee, Cheng-Wen and Chi-Shun Liao, (2009), “The effects of Consumer Preferences and Perceptions of Chinese Tea Beverages on Brand Positioning Strategies”, British Food Journal, Vol.111, No:1, pp.80-96.
  • Malhotra, Naresh K. (1999). Marketing Research An Applied Orientation, 3.
  • Myres, J.H. (1996). Segmentation and Positioning for Strategic Marketing
  • Decisions. Chicago: American Marketing Association.
  • Nunnally, Jum. (1979). Psychometric Theory, New York: McGraw Hill.
  • Sheinin, Daniel A., (1998), “Positioning Brand Extensions: Implications for Beliefs and Attitudes”, Journal of Product and Brand Management, Vol.7, No.2, 137-149.
Yıl 2011, Cilt: 3 Sayı: 2, 193 - 208, 01.12.2011

Öz

Kaynakça

  • Aaker, D. and V.Kumar, G.S. Day. (2000). Marketing Research. 7th Edition.
  • USA: JohnWiley & Sons, Inc.
  • Altuna, Oylum K. (2010). Positioning of Large Shopping Malls According To The Consumers’ Perceptions, P.h.D. Unpublished Dissertation Study, Marmara University Institute of Social Sciences.
  • Ansari, Asim, Nicholas Economides and Ajivit Ghosh, (1994), Competitive Positioning in Markets with Ununiform Preferences”, Marketing Science, Vol.13, No:3, Summer, pp.248-273.
  • Arora, Raj, (2006), “Product Positioning Based on Search, Experience and Credence Attributes Using Conjoint Analysis” Journal of Product and Brand Management, Vol:15, No:5, pp.285-292.
  • Arslan, Fatma Müge; Asuman Yalçın and F. Çakır, (2001), “Comparison Of Discriminant Analysis And Multi-Dimensional Scaling Techniques Used In Determining The Position Of Internet Service Providers In The Turkish Market”, 8th Recent Advances in Retailing and Services Science Conference, June 16-19, 2001,Vancouver, Canada.
  • Bhat, Subodh and Srinivas, K. Reddy, (1998), “Symbolic and Functional Positioning of Brands”, Journal of Product and Brand Management, Vol.15, No:1, pp.32-43.
  • Blankson, Charles (2004), “Positioning Strategies and Incidence of Congruence of two UK store card brands” Journal of Product and Brand Management, Vol.13, N:5, pp.315-328.
  • Blankson, Charles and Stavros P. Kalafatis, (2007), “Positioning Strategies of International and Multicultural-oriented Service Brands”, Journal of Services Marketing, Vol.21, No:6, pp.435-450.
  • Brooksbank, Roger, (1994), “The Anatomy of Marketing Positioning Strategy”, Marketing Intelligence and Plannig, Vol.12, No:4, pp.10-14.
  • Edition, Prentice Hall, Inc., New Jersey, USA.
  • George, D. Ve P. Mallery. (2001). Spss For Wındows Step By Step, A Sımple
  • Guıde and Reference, 3rd edition. USA: Allyn & Bacon.
  • Ghoderwar, Bhimrao (2008), “Building Brand Identity in Competitive Markets: A Conceptual Model”, Journal of Product and Brand Management, Vol.17, No:1, pp.4-12.
  • Gwin, Garol F. and Carl R. Gwin, (2003), “ Product Attributes Model: A Tool for Evaluating Brand Positioning”, Journal of Marketing THEORY and PRACTICE, Spring, pp.30-42.
  • Hartman, Patrick; Vanessa Apoalaza Ibanez and F. Javier Forcada Sainz, (2005), “Green Branding Effects on Attitude: Functional versus Emotional positioning Strategies” Marketing Intelligence and Planning,Vol. 23, No:1, pp.9-29.
  • Jahangır, N., Parvez, N.(2009), "The Relationship Between Brand Affect, Brand
  • Quality, and Customers' Brand Extenstion Attitute: Exploring the Mediating Role
  • of Customer Loyalty", The Cambodian Management Journal, Vol.1, No.1, pp. 20- 34.
  • Lee, Cheng-Wen and Chi-Shun Liao, (2009), “The effects of Consumer Preferences and Perceptions of Chinese Tea Beverages on Brand Positioning Strategies”, British Food Journal, Vol.111, No:1, pp.80-96.
  • Malhotra, Naresh K. (1999). Marketing Research An Applied Orientation, 3.
  • Myres, J.H. (1996). Segmentation and Positioning for Strategic Marketing
  • Decisions. Chicago: American Marketing Association.
  • Nunnally, Jum. (1979). Psychometric Theory, New York: McGraw Hill.
  • Sheinin, Daniel A., (1998), “Positioning Brand Extensions: Implications for Beliefs and Attitudes”, Journal of Product and Brand Management, Vol.7, No.2, 137-149.
Toplam 25 adet kaynakça vardır.

Ayrıntılar

Diğer ID JA45JY73VT
Bölüm Makaleler
Yazarlar

Faruk Anıl Konuk Bu kişi benim

Oylum Korkut Altuna Bu kişi benim

Yayımlanma Tarihi 1 Aralık 2011
Yayımlandığı Sayı Yıl 2011 Cilt: 3 Sayı: 2

Kaynak Göster

APA Konuk, F. A., & Korkut Altuna, O. (2011). BRAND POSITIONING THROUGH MULTIDIMENSIONAL SCALING: A STUDY IN THE TURKISH SHAMPOO MARKET. International Journal of Social Sciences and Humanity Studies, 3(2), 193-208.
AMA Konuk FA, Korkut Altuna O. BRAND POSITIONING THROUGH MULTIDIMENSIONAL SCALING: A STUDY IN THE TURKISH SHAMPOO MARKET. IJ-SSHS. Aralık 2011;3(2):193-208.
Chicago Konuk, Faruk Anıl, ve Oylum Korkut Altuna. “BRAND POSITIONING THROUGH MULTIDIMENSIONAL SCALING: A STUDY IN THE TURKISH SHAMPOO MARKET”. International Journal of Social Sciences and Humanity Studies 3, sy. 2 (Aralık 2011): 193-208.
EndNote Konuk FA, Korkut Altuna O (01 Aralık 2011) BRAND POSITIONING THROUGH MULTIDIMENSIONAL SCALING: A STUDY IN THE TURKISH SHAMPOO MARKET. International Journal of Social Sciences and Humanity Studies 3 2 193–208.
IEEE F. A. Konuk ve O. Korkut Altuna, “BRAND POSITIONING THROUGH MULTIDIMENSIONAL SCALING: A STUDY IN THE TURKISH SHAMPOO MARKET”, IJ-SSHS, c. 3, sy. 2, ss. 193–208, 2011.
ISNAD Konuk, Faruk Anıl - Korkut Altuna, Oylum. “BRAND POSITIONING THROUGH MULTIDIMENSIONAL SCALING: A STUDY IN THE TURKISH SHAMPOO MARKET”. International Journal of Social Sciences and Humanity Studies 3/2 (Aralık 2011), 193-208.
JAMA Konuk FA, Korkut Altuna O. BRAND POSITIONING THROUGH MULTIDIMENSIONAL SCALING: A STUDY IN THE TURKISH SHAMPOO MARKET. IJ-SSHS. 2011;3:193–208.
MLA Konuk, Faruk Anıl ve Oylum Korkut Altuna. “BRAND POSITIONING THROUGH MULTIDIMENSIONAL SCALING: A STUDY IN THE TURKISH SHAMPOO MARKET”. International Journal of Social Sciences and Humanity Studies, c. 3, sy. 2, 2011, ss. 193-08.
Vancouver Konuk FA, Korkut Altuna O. BRAND POSITIONING THROUGH MULTIDIMENSIONAL SCALING: A STUDY IN THE TURKISH SHAMPOO MARKET. IJ-SSHS. 2011;3(2):193-208.