Algılanan Lüks Marka Değerinin ve Marka İtibarının Premium Fiyat Ödeme İstekliliği Üzerindeki Etkisi

Yıl 2019, Cilt: 14 Sayı: 20, 1680 - 1709, 31.12.2019

Ozge Habiboglu , Aypar Uslu

https://doi.org/10.26466/opus.572789

Cited By: 1

Öz

Lüks mallar tarihin her döneminde bireyler için ilgi
çekici ve satın alma arzusu uyandıran mallar olarak yer almıştır. Lüks malların
diğer mallardan ayrılmasında önemli bir etken ise sahip olmak isteyenlere
sunduğu değerler olmaktadır. Lüks malların değer önermeleri ise tarih
içerisinde değişmiş ve daha karmaşık hale gelmiştir. Sunulan değer önermesinin
bedeli olarak ise işletmeler bu mallar için özel ve yüksek fiyatlar
belirlemektedirler. Lüks mallar karşısında işletmelerin premium fiyatlar
istemesi, tüketicilere sundukları değerlerle tüketici beklentilerini
karşıladığında kabul görmektedir. Mevcut araştırmanın amacı tüketicilerin
premium fiyat ödeme istekliliğine etki eden faktörleri araştırmaktır. Araştırma
modelinde marka itibarı ve algılanan lüks marka değerinin Premium fiyat ödeme
istekliliği üzerindeki etkisi araştırılmıştır. Araştırma kapsamında kolayda
örneklem ile 273 anket yapılmıştır. Lüks marka değeri altında fonksiyonel
değer, deneyimsel değer ve sembolik değerin etkisi ölçülmüştür. Çalışma
bulgularında marka itibarının hem algılanan marka değeri boyutlarına hem de
premium fiyat ödeme istekliliğine anlamlı bir etkisi olduğu bulunmuştur. Ayrıca
algılanan değer boyutlarından fonksiyonel değer ve deneyimsel değerin de
premium fiyat ödeme istekliliği üzerinde anlamlı bir etkisi olduğu elde
edilmiştir.

Anahtar Kelimeler

Lüks markalar, Algılanan değer, Marka itibarı, Premium fiyat ödeme istekliliği, Marka Değeri

The Effect of Perceived Luxury Brand Value and Brand Reputation on Willingness to Pay Price Premium

Öz

During history, luxury goods have been an
interesting and demanding goods for individuals. An important factor in the
separation of luxury goods from other goods is the values ​​it offers to those
who wish to own. The value propositions of luxury goods have changed and become
more complex in history. As the return of the value proposition offered, the
companies set special and high prices for these goods. The fact that companies
demand premium prices against luxury goods is accepted when they meet consumer
expectations with the values ​​they offer to consumers. The aim of the present
research is to investigate the factors that affect consumers' willingness to
pay price premium. In the research model, the effect of brand reputation and
perceived luxury brand value on the willingness to pay price premium was
investigated. Within the scope of the study, 273 questionnaires were conducted
with convenience sampling method. Under the luxury brand value, the effect of
functional value, experiential value and symbolic value was measured. In the
study findings, it was found that brand reputation has a significant effect on
both perceived brand value dimensions and willingness to pay premium price. In
addition, functional value and experiential value of perceived value dimensions
had a significant effect on willingness to pay premium price.

Anahtar Kelimeler

Luxury brands, Perceived value, Brand reputation, Willingness to pay premium price, Brand Value

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