Marka Bilgisi Ve Marka İlişkilerinin Mevcut Ve Gelecekteki Satın Alımlara Etkisi

Yıl 2009, Cilt: 11 Sayı: 4, 7 - 30, 01.12.2009

Yard. Doç Dr. Şükrü Yapraklı

Öz

Günümüz pazarlarında yaşanan hızlı gelişme, pazarda rekabet avantajı yaratmayı güçleştirmektedir. İşletmeler, benzer ürünlerde rekabet üstünlüğü sağlamak için fiziksel farklılıklar yerine “marka” gibi soyut faydalara yönelmektedirler. Marka, hem tüketicinin ürün ve hizmete ilişkin düşüncesini yansıtmakta hem de firmalar arasındaki rekabette önemli rol oynamaktadır. Çünkü marka, ürünü tanımlayıcı parçalardan biridir ve ürüne değer katar. Güçlü markalar, uzun ve kısa vadede satışların ve gelirlerin artmasını sağlamaktadır. Bu yüzden, stratejik marka yönetiminin amacı güçlü markalar oluşturarak pazarda uzun süre kalabilmektir. Ancak bir markanın güçlü olarak tanımlanabilmesi için tüketicinin markayı tanıması, güvenmesi ve markanın sadık müşterisi olması gerekmektedir. Araştırmada marka bilgisi, güveni, memnuniyeti ve bu değişkenler arasındaki ilişkilerin, mevcut ve gelecekteki satın alımlara etkisini araştırmak amaçlanmıştır. Araştırma kapsamına, mevcut pazarın büyük bir kısmını ve geleceğin yetişkin pazarını oluşturmaları bakımından gençler alınmıştır. Araştırma 400 üniversite öğrencisi üzerinde uygulanmıştır. Verilerin analizinde ortalama, frekans dağılımı, doğrulayıcı faktör analizi ve yapısal eşitlik modeli kullanılmıştır. Yapılan bu analizlerin sonucunda oluşturulan araştırma modelinin araştırma yapılan saha ve sektör açısından uygun olduğu, marka bilgisi ve marka ilişkilerinin tüketicilerin mevcut ve gelecekteki satın alma davranışlarını etkilediği belirlenmiştir.

Anahtar Kelimeler

Marka Farkındalığı, Marka İmajı, Marka Memnuniyeti, Marka Güveni, Yapısal Eşitlik Modeli (YEM )

Brand Knowledge And Brand Relatıonshıps Affect Current And Future Purchases

Öz

The rapid development in todays markets makes harder to gain a competitive advantage in the market. The companies prefer intangible benefits like brand instead of the physical differences to provide the competitive superiority in similar products. The brand both reflects the idea of the consumer about te product and service and it plays an important role on competition between the companies. Because the brand is one of the pieces which define and enriches the product. Strong brands provide to enhance sellings and incomes in short and long term. Becaus e of this, purpose of the strategic brand management is to remain a long time in market by constructing strong brands. But consumer must know, trust the brand and be loyal consumer to be defined a brand as strang brand. In this study it is aimed to investigate the effect of relationships among brand knowledge, brand trust, brand satisfaction on the current and future purchases. Young people have been included in study because of they constitute a big piece of current market and adult market of future. A total of 400 students from universty participated in the study. Mean, frequency, confirmatory factor analysis and structural equation model are used to analyse the data. As a result fo research, it was determined that the model is suitable in terms of area and sector, brand knowledge and brand relationships effect on current and future buying behaviour.

Anahtar Kelimeler

Brand Awareness, Brand Image, Brand Satisfaction, Brand Trust, Structural Equations Model (SEM)

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