MARKA İNOVATİFLİĞİ, ALGILANAN KALİTE VE MARKA SADAKATİ ARASINDAKİ İLİŞKİ

Year 2018, Volume: 2 Issue: 2, 86 - 96, 03.01.2019

Emre Şahin Dölarslan

Abstract

İnovatiflik büyümeye ve karlılığa yol açması nedeniyle firmalar için sürdürülebilir rekabet avantajı

geliştirmektedir. Literatürde inovatiflik, ürün ve firma düzeyinde yoğun bir şekilde ele alınmasına rağmen, marka

düzeyinde çok sayıda araştırma bulunmamaktadır. Bu bağlamda, çalışmanın amacı, algılanan marka inovatifliği,

algılanan kalite ve marka sadakati arasındaki ilişkiyi incelemektir. Bu amaca yönelik olarak bir araştırma

modeli geliştirilmiş ve test edilmiştir. Çalışma kapsamında, 364 üniversite öğrencisi üzerinde yüz yüze anket

çalışması yapılmıştır. Araştırıma modelinin yapı güvenilirliğini ve geçerliliğini test etmek için doğrulayıcı faktör

analizi uygulanmış ve model, yapısal eşitlik modellemesi ile test edilmiştir. Çalışma sonuçları, algılanan marka

inovatifliğinin ve kalitenin, marka sadakatinin önemli öncülleri olduğunu göstermektedir. Ayrıca, çalışmanın

bulguları, tüm kavramlar beraberce değerlendirildiğinde, marka yenilikçiliği ile marka sadakati arasındaki ilişkinin

dolaylı olduğunu da göstermektedir.

Keywords

Marka, İnovasyon, Marka inovatifliği, Algılanan kalite, Marka sadakati

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