EVALUATION OF CITY BRAND LOYALTY IN THE CONTEXT OF OBJECTIVE KNOWLEDGE LEVEL TOWARDS ERDEMLİ LEMON

Yıl 2024, Cilt: 8 Sayı: 2, 92 - 104

Kalender Özcan Atılgan , Hüseyin Yavuz

Öz

City branding has become a concept that has attracted attention in recent years due to the increasing competition between cities for tourists, residents, and investors. One of the key factors in creating a strong city brand is the use of local culture, including food products, to create distinctive and authentic identities. The aim of this study is to contribute to the city branding process by revealing the relationships between objective knowledge about local fruits and city brand loyalty. In line with this purpose, the study examined whether city brand loyalty differs according to the objective knowledge level about lemon, which has an important place in the economy of Erdemli district and has become the symbol of the district. The data of the study were obtained through surveys applied to 566 individuals living in Erdemli and selected through quota sampling. As a result of the study, it was determined that the objective knowledge level about lemon, which is considered the most important symbol of Erdemli and an advantage in becoming a brand city, is an effective element in city brand loyalty.

Anahtar Kelimeler

City brand loyalty, Objective knowledge, Erdemli, Lemon

ERDEMLİ LİMONUNA YÖNELİK NESNEL BİLGİ DÜZEYİ BAĞLAMINDA ŞEHİR MARKA BAĞLILIĞININ DEĞERLENDİRİLMESİ

Öz

Şehir markalaşması, son yıllarda şehirlerin, turistler, sakinler ve yatırımcılar için rekabetinin artmasıyla ilgi gören bir kavram haline gelmiştir. Güçlü bir şehir markası oluşturmanın temel faktörlerinden biri, ayırt edici ve otantik kimlikler yaratmak için gıda ürünleri de dahil olmak üzere yerel kültürün kullanılmasıdır. Bu çalışmanın amacı da, yerel meyveler hakkındaki nesnel bilgi ile şehir marka bağlılığı arasındaki ilişkilerin ortaya konularak, şehir markası oluşturma sürecine katkı sağlamaktır. Bu amaç doğrultusunda çalışmada, Erdemli ilçesinin ekonomisinde önemli bir yeri olan ve ilçenin simgesi haline gelmiş limon ile ilgili nesnel bilgi düzeyine göre, şehir marka bağlılığının farklılık gösterip göstermediği incelenmiştir. Araştırmanın verileri, Erdemli’de ikamet eden ve kota örneklemesiyle seçilen 566 bireye uygulanan anketler yoluyala elde edilmiştir. Araştırmanın sonucunda, Erdemli’nin en önemli simgesi ve marka şehir olmasında bir avantaj olarak görülen limon ile ilgili nesnel bilgi düzeyinin şehir marka bağlılığında etkili bir unsur olduğu belirlenmiştir.

Anahtar Kelimeler

Şehir marka bağlılığı, Nesnel bilgi, Erdemli, Limon

Kaynakça

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