TÜKETİCİLERİN MARKALARIN LOGO YA DA AMBLEMLERİNE KARŞI TUTUMLARININ MARKA TERCİHLERİ ÜZERİNDEKİ ETKİSİ

Öz

Özet

Tüketicilerin markaların logo ya da amblemlerine karşı tutumlarının marka tercihleri üzerindeki etkisinin belirlenmeye çalışıldığı bu araştırma kolayda örnekleme yöntemiyle 127 kişi üzerinde gerçekleş- tirilmiştir. Araştırma kapsamında Türkiye pazarında en popüler olan, biri logo biri de amblem kullanan uluslararası iki spor giyim markası ele alınmıştır. Araştırmada tüketicilerin logo ve amblem kullanan mar- kaların logo ve amblemlerine ilişkin tutumları ile marka tercihleri arasındaki ilişkiyi belirlemek amacıyla korelasyon analizi; tüketicilerin markaların logo ve amblemlerine karşı tutumlarının marka tercihleri üzerindeki etkisini belirlemek amacıyla ise çoklu regresyon analizi kullanılmıştır. Bu şekilde markanın  logo ya da amblem kullanımının marka tercihi üzerindeki etkisi; logoyu kullanan markayı kullanan ya da kullanmayan bireyler ve amblem kullanan markayı kullanan ya da kullanmayan bireyler dikkate alınarak karşılaştırmalı olarak analiz edilmiştir. 

Anahtar Kelimeler

• Logo; Amblem; Marka; Marka Tercihi

THE EFFECT OF CONSUMERS’ ATTITUDES TOWARDS LOGOS OR EMBLEMS ON BRAND PREFERENCE

Öz

Abstract

This study, which has attempted to identify the effects of the attitude of consumers towards the brand logos or emblems on their preference for particular brands, has been carried out on 127 people through convenience sampling. Within the scope of the study, two international sports clothing brands, which are the most popular in the Turkish market, have been discussed, one of these using logos and the other using emblems. In the study, correlation analysis has been used to identify the relationship between the attitudes of consumers towards the logos and emblems of brands which use one or other of them and their preference between brands, while multiple regression analysis has been used to identify the effect of the attitude of consumers towards the logos and emblems of brands on their preference for particular brands. In this manner, the effect of the use of logos or emblems by brands on brand preference is analysed comparatively, by taking into consideration individuals who use or do not use brands which use logos or individuals who use or do not use brands which use emblems. 

Anahtar Kelimeler

• Logo; Emblem; Brand; Brand Preference

Kaynakça

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29. Sevda DENEÇLİ – [e-mail]
30. Sevda Deneçli graduated from F.M.V. Işık University, Department of Business Administration
31. in 2004. She got her master degree on Public Relations at Marmara University. In 2012, with
32. dissertation of ‘’The Role of Brand Extension on Corporate Reputation’’ she got her Ph.D. in the
33. field of Public Relations at Marmara University. She is Assist. Prof. Dr. in Public Relations and
34. Advertising at Nişantaşı University. Her research areas are brand, corporate social responsibility and social media.