MARKA İMAJININ MARKA GÜVENİNE ETKİSİ

Öz

Anahtar Kelimeler

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MARKA İMAJININ MARKA GÜVENİNE ETKİSİ

Öz

Günümüzde yoğun rekabet koşullarının sürdüğü küresel pazarlarda tüketici tatmini yaratmak ve bunu sürdürebilmek işletmeler için hayati önem taşımaktadır. Bu amaçla, işletmeler müşterilerinin ürün ve markalarıyla ilgili edindikleri tecrübelerine oldukça önem vermektedirler. Marka güveni her tür ilişki için önemli olduğu gibi, tüketici-marka ilişkisinin de en önemli noktasıdır. Marka imajı ise, marka kişiliğiyle benzer şekilde tüketicinin markayla ilgili algılarının toplamıdır. Bu çalışmanın amacı tüketicilerin Türkiye'de çay sektöründe önde gelen üç markanın imajının markalara olan güvene etkisini ölçmektir

Anahtar Kelimeler

• Marka güveni, marka imajı, çay sektörü

Kaynakça

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