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TÜKETİCİLERİN ÜRÜN İLGİLENİM VE BİLGİ DÜZEYİNİN MARKA SADAKATİNE ETKİSİNİN FİKİR LİDERLİĞİ KAPSAMINDA DEĞERLENDİRİLMESİ

Yıl 2015, Cilt: 8 Sayı: 15, 23 - 48, 01.06.2015

Öz

Bu çalışma, tüketicilerin ilgilenim ve bilgi düzeylerinin marka sadakati oluşumuna etkisini, fikir liderliği eğilimi kapsamında belirlemeye odaklanmıştır. Bu amaçla oluşturulan araştırma modeli, 367 üniversite öğrencisinden elde edilen veriler kapsamında test edilmiştir. Araştırma sonuçları marka sadakati oluşumu açısından, ürün ilgilenim ve bilgi düzeyinin belirleyici etkileri olduğunu ortaya koymaktadır. Bunun yanı sıra araştırma sonuçları, ilgilenim temelli marka sadakati oluşumu konusunda, fikir liderliği eğiliminin düzenleyici etkisi bulunmadığını; ancak, fikir liderliği eğilimi taşıyan tüketicilerin fikir liderliği eğilimi taşımayanlara göre daha üst düzeyde ürün ilgilenimi, bilgi ve sadakat düzeylerine sahip olduğunu göstermektedir

Kaynakça

  • Bagozzi, R. P. ve Yi, Y. (1988). On the Evaluation of Structural Equation Models. Journal of the Academy of Marketing Science, 16 (1), 74-95.
  • Beatty, Sharon E., Flynn R. Kahle, and Pamela Homer (1988), “The Involvement- Commitment Model: Theory and Implications,” Journal of Business Re- search, 16 (2), 149–167.
  • Bei, L.T. ve Widdows, R. (1996). Product Knowledge and Product Involvement as Moderators of the Effects of Information on Purchase Decisions: A Case Study Using the Perfect Information Frontier Approach. Journal of Consumer Affairs, 33 (1): 165-186.
  • Bloch, P.H. ve Richins, M.L. (1983). A Theoretical Model for the Study of Pro- duct Importance Perceptions. Journal of Marketing, 83 (47): 69-81.
  • Bloch, P.H. (1982). Involvement Beyond the Purchase Process: Conceptual Is- sues and Empirical Investigation, Advances in Consumer Research, 9 (1): 413-417.
  • Brucks, M. (1985). The Effects of Product Class Knowledge on Information Se- arch Behavior. Journal of Consumer Research 12 (June): 1-16.
  • Chan, K.K. ve Misra, S. (1990). Characteristics of the Opinion Leader: A New Dimension. Journal of Advertising, 19 (3): 53-60.
  • Chaudhuri, A. ve Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Jo- urnal of Marketing, 65 (2): 81-93.
  • Childers, T.L. (1986). Assessment of the Psychometric Properties of an Opinion Leadership Scale. Journal of Marketing Research, 23 (2): 184-188.
  • Chiou, J.S., Droge, C. ve Hanvanich, S. (2002). Does Customer Knowledge Affect How Loyalty is Formed? Journal of Service Research, 5 (2): 113-124.
  • Coulter, R.A., Price, L.L. ve Feick, L. (2003). Rethinking the Origins of Involve- ment and Brand Commitment: Insights from Postsocialist Central Euro- pe. Journal of Consumer Research, 30 (2): 151-169.
  • Day, E., Stafford, M.R. ve Camacho, A. (1995). Opportunities for Involvement Research: A Scale-Development Approach. Journal of Advertising, 24 (3): 69-75.
  • Dholakia, U.M. (2001). A motivational process model of product involvement and consumer risk perception, European Journal of Marketing, 35 (11/12): 1340-1362.
  • Eastman, J.K., Eastman, A.D.A. ve Eastman, K.L. (2002). Insurance Sales Agents and the Internet: The Relationship Between Opinion Leadership, Subjec- tive Knowledge, and Internet Attitudes. Journal of Marketing Mana- gement, 18 (3-4): 259-285.
  • Engel, J. F., Blackwell, R. D. ve D. T., Kollat, (1978), Consumer Behavior, The Dryden Pres, Hinsdale, Illinois.
  • Evanschitzky, H. ve Wunderlich, M. (2006). An Examination of Moderator Ef- fects in the Four-Stage Loyalty Model. Journal of Service Research, 8, 330-345.
  • Fornell, C. ve Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18 (1), 39-50.
  • Goldsmith, R. E., & De Witt, T. S. (2003). The predictive validity of an opinion leadership scale. Journal of Marketing Theory and Practice, 11 (1): 28-35.
  • Grewal, R., Mehta, R., & Kardes, F. R. (2000). The role of the social-identity func- tion of attitudes in consumer innovativeness and opinion leadership. Journal of Economic Psychology, 21 (3): 233-252.
  • Hair, J.F., Anderson, R. E., Tatham, R. L. ve Black, W. C. (1998). Multivariate Data Analysis. Prentice-Hall, New Jersey, USA.
  • Hau, L. N. ve Thuy, P. N. (2011). Impact of Service Personal Values on Service Value and Customer Loyalty: A Cross-Service Industry Study. Service Business, 3, 293-307.
  • Higie, R.A. ve Feick, L.F. (1989). Enduring Involvement: Conceptual and Mea- surement Issues. Advances in Consumer Research, 16: 690-696.
  • Homburg, C. ve Giering, A. (2001). Personal Characteristics as Moderators of the Relationship Between Customer Satisfaction and Loyalty: An Empi- rical Analysis. Psychological Marketing, 18 (1), 43-66.
  • Hong, S., Malik, M.L. ve Lee, M.K. (2003). Testing Configural, Metric, Scalar, and Latent Mean Invariance Across Genders in Sociotropy and Auto- nomy Using a Non-Western Sample. Educational and Psychological Measurement, 63 (4), 636-654.
  • Howard, J.A., (1963), Marketing management analysis and planning. McGraw- Hill: New York.
  • Howard, J.A. ve J. N., Sheth, (1969), The Theory of Buyer Behavior, John Wiley & Sons: New York.
  • Iwasaki, Y. ve Havitz, M.E. (1998). A path analytic model of the relationships between involvement, psychological commitment, and loyalty. Journal of Leisure Research, 30 (2): 256-280.
  • Jacoby J. ve D. B. Kyner (1973). Brand Loyalty Versus Repeat Purchasing. Jour- nal of Marketing Research, 10 (1): 1-9.
  • King, C.W. ve Summers, J.Q. ( 1970). Overlap of Opinion Leadership: A cross Consumer Product Categories. Journal of Marketing Research, 7: 43-50.
  • Laurent, G. ve Kapferer, J.N. (1985). Measuring Consumer Involvement Profiles. Journal of Marketing Research, 22 (1): 41-53.
  • Leclerc, F. ve Little, J.D.C. (1997). Can Advertising Copy Make FSI Coupons More Effective? Journal of Marketing Research, 34 (4): 473-484.
  • Lin, L.Y. ve Chen, C.S. (2006). The influence of the country-of-origin image, product knowledge and product involvement on consumer purchase decisions: an empirical study of insurance and catering services in Taiwan. Journal of Consumer Marketing, 23 (5): 248-265.
  • Li, H. H. (2011). Gender Differences in the Linkage of Online Patronage Behavi- our with TV-and-Online Shopping Values. Service Business, 5: 295-312.
  • Lyons B. ve Henderson K. (2005). Opinion leadership in a computer-mediated environment. Journal of Consumer Behaviour, 4(5): 319-32.
  • Flynn, L.R. ve Goldsmith, R.E. (1999). A Short, Reliable Measure of Subjective Knowledge. Journal of Business Research, 46: 57-66.
  • Myers, J.H. ve Robertson, T.S. (1982). Dimensions of Opinion Leadership. Jour- nal of Marketing Research, 9 (1): 41-46.
  • Narayana, C.L. ve R. J., Markin, (1975), Consumer Behavior and Product Per- formance: An Alternative Conceptualization, Journal of Marketing, 39, (4), 1–6.
  • O’Cass, A. (2004). Fashion clothing consumption: Antecedents and consequen- ces of fashion clothing involvement. European Journal of Marketing, 38 (7): 869-882.
  • Odabaşı, Y. ve Barış, G. (2003). Tüketici, Üçüncü Baskı, Mediacat, İstanbul.
  • Oliver, R. L., (1999). Whence Consumer Loyalty?” Journal of Marketing, 63, 33- 44.
  • Olsen, S.O. (2007). Repurchase loyalty: The role of involvement and satisfaction. Psychology & Marketing, 24: 315-341.
  • Park, S. (1996). Relationships between involvement and attitudinal loyalty constructs in adult fitness programmes. Journal of Leisure Research, 28 (4): 233-250.
  • Parkinson, T.L. ve Schenk, C.T. (1980). An emprical investigation of the s-o-r paradigm of consumer involvement. In NA - Advances in Consumer Research Volume 07, eds. Jerry C. Olson, Ann Abor, MI: Association for Consumer Research, Pages: 696-699.
  • Podsakoff, P.M. ve Organ, D.W. (1986). Self-reports in organizational research: problems and prospects. Journal of Management, 12 (4), 531-544.
  • Quester, P. ve Lim, A.L. (2003). Product involvement/brand loyalty: is there a link?, Journal of Product & Brand Management, 12 (1): 22-38.
  • Richins, M.L. ve Bloch, P.H. (1986). After the New Wears off: The Temporal Context of Product Involvement. Journal of Consumer Research. 13 (2): 280-285.
  • Richins, M.L. ve Root-Shaffer, T. (1988). The Role of Involvement and Opinion Leadership in Consumer Word-of-Mouth: An Implicit Model Made Explicit. Advances in Consumer Research, 15 (1): 32-36.
  • Robertson, T. ve Myers, J.H. (1969). Personality Correlates of Opinion Leaders- hip and Innovative Buying Behavior. Journal of Marketing Research, 6 (2): 164-168.
  • Rogers, E.M. ve David G. Cartano (1962). Methods of Measuring Opinion Lea- dership, Public Opinion Quarterly, 26: 435-441.
  • Ruvio A.ve Shoham, A. (2007). Innovativeness, exploratory behavior, market mavenship, and opinion leadership: An empirical examination in the Asian context. Psychology & Marketing, 24 (8): 703-722.
  • Schermelleh-Engel, K., H. Moosbrugger ve H. Müller, (2003), “Evaluating the Fit of Structural Equation Models: Tests of Significance and Descriptive Goodness-of-Fit Measures,” Methods of Psychological Research Online, 8, 2, 23-74.
  • Shah, D.V. ve Scheuhele, D.A. (2006). Explicating Opinion Leadership: Nonpoli- tical Dispositions, Information Consumption, and Civic Participation. Political Communication, 23:1-22.
  • Stokburger-Sauer, N.E. ve Hoyer, W.D. (2009). Consumer advisors revisited: What drives those with market mavenism and opinion leadership ten- dencies and why? Journal of Consumer Behaviour, 8: 100-115.
  • Şimşek, Ö. F. (2007). Yapısal Eşitlik Modellemesine Giriş-Temel İlkeler ve LISREL Uygulamaları. Ekinoks Yayınları, Ankara.
  • Traylor, M.B. (1981). Product involvement and brand commitment. Journal of Advertising Research, 21 (6): 51-56.
  • Venkatraman, M. (1990). Opinion Leadership, Enduring Involvement and Cha- racteristics of Opinion Leaders: A Moderating or Mediating Relations- hip. Advances in Consumer Research. 17 (1): 60-67.
  • Wang, Y.T, Wu, L.L., Chen, H.C. ve Yeh, M.Y. (2012). The Impact of Interactivity on Involvement and Social Presence: The Moderating Effects of Opinion Leadership, PACIS 2012 Proceedings, 131-147.
  • Warrington, P. ve Shim, S. (2000). An empirical investigation of the relationship between product involvement and brand commitment. Psychology & Marketing, 17: 761-782.
  • West, S.G., Finch, J.F. ve Curran, P.J. (1995). Structural Equation Models with Non-Normal Variables: Problems and Remedies, In R. Hoyle (Ed.), Structural Equation Modeling: Concepts, Issues and Applications, Newbury Park, CA: Sage, 56-75.
  • Yoo, B. ve Donthu, N. (2002), Testing cross-cultural invariance of the brand equ- ity creation process, Journal of Product & Brand Management, 11(6): 380-398.
  • Zaichkowsky, J.L. (1985). Measuring the Involvement Construct. The Journal of Consumer Research, 12 (3): 341-352.

THE EFFECT OF CONSUMERS’ PRODUCT INVOLVEMENT AND PRODUCT KNOWLEDGE ON BRAND LOYALTY WITHIN THE CONTEXT OF OPINION LEADERSHIP

Yıl 2015, Cilt: 8 Sayı: 15, 23 - 48, 01.06.2015

Öz

This study focuses on determining the influence of product involvement and product knowledge on consumer brand loyalty within the opinion leadership context. In this aim, a research model was developed and tested on 367 university students. The study results indicate that product involvement and product knowledge have important effects on brand loyalty formation. Moreover, the findings show that moderating effect of opinion leadership on involvement-based brand loyalty formation is not significant. However, the results also show that opinion leaders are more involved with products, more knowledgeable about products, and more loyal to a specific brand than non-opinion leaders

Kaynakça

  • Bagozzi, R. P. ve Yi, Y. (1988). On the Evaluation of Structural Equation Models. Journal of the Academy of Marketing Science, 16 (1), 74-95.
  • Beatty, Sharon E., Flynn R. Kahle, and Pamela Homer (1988), “The Involvement- Commitment Model: Theory and Implications,” Journal of Business Re- search, 16 (2), 149–167.
  • Bei, L.T. ve Widdows, R. (1996). Product Knowledge and Product Involvement as Moderators of the Effects of Information on Purchase Decisions: A Case Study Using the Perfect Information Frontier Approach. Journal of Consumer Affairs, 33 (1): 165-186.
  • Bloch, P.H. ve Richins, M.L. (1983). A Theoretical Model for the Study of Pro- duct Importance Perceptions. Journal of Marketing, 83 (47): 69-81.
  • Bloch, P.H. (1982). Involvement Beyond the Purchase Process: Conceptual Is- sues and Empirical Investigation, Advances in Consumer Research, 9 (1): 413-417.
  • Brucks, M. (1985). The Effects of Product Class Knowledge on Information Se- arch Behavior. Journal of Consumer Research 12 (June): 1-16.
  • Chan, K.K. ve Misra, S. (1990). Characteristics of the Opinion Leader: A New Dimension. Journal of Advertising, 19 (3): 53-60.
  • Chaudhuri, A. ve Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Jo- urnal of Marketing, 65 (2): 81-93.
  • Childers, T.L. (1986). Assessment of the Psychometric Properties of an Opinion Leadership Scale. Journal of Marketing Research, 23 (2): 184-188.
  • Chiou, J.S., Droge, C. ve Hanvanich, S. (2002). Does Customer Knowledge Affect How Loyalty is Formed? Journal of Service Research, 5 (2): 113-124.
  • Coulter, R.A., Price, L.L. ve Feick, L. (2003). Rethinking the Origins of Involve- ment and Brand Commitment: Insights from Postsocialist Central Euro- pe. Journal of Consumer Research, 30 (2): 151-169.
  • Day, E., Stafford, M.R. ve Camacho, A. (1995). Opportunities for Involvement Research: A Scale-Development Approach. Journal of Advertising, 24 (3): 69-75.
  • Dholakia, U.M. (2001). A motivational process model of product involvement and consumer risk perception, European Journal of Marketing, 35 (11/12): 1340-1362.
  • Eastman, J.K., Eastman, A.D.A. ve Eastman, K.L. (2002). Insurance Sales Agents and the Internet: The Relationship Between Opinion Leadership, Subjec- tive Knowledge, and Internet Attitudes. Journal of Marketing Mana- gement, 18 (3-4): 259-285.
  • Engel, J. F., Blackwell, R. D. ve D. T., Kollat, (1978), Consumer Behavior, The Dryden Pres, Hinsdale, Illinois.
  • Evanschitzky, H. ve Wunderlich, M. (2006). An Examination of Moderator Ef- fects in the Four-Stage Loyalty Model. Journal of Service Research, 8, 330-345.
  • Fornell, C. ve Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18 (1), 39-50.
  • Goldsmith, R. E., & De Witt, T. S. (2003). The predictive validity of an opinion leadership scale. Journal of Marketing Theory and Practice, 11 (1): 28-35.
  • Grewal, R., Mehta, R., & Kardes, F. R. (2000). The role of the social-identity func- tion of attitudes in consumer innovativeness and opinion leadership. Journal of Economic Psychology, 21 (3): 233-252.
  • Hair, J.F., Anderson, R. E., Tatham, R. L. ve Black, W. C. (1998). Multivariate Data Analysis. Prentice-Hall, New Jersey, USA.
  • Hau, L. N. ve Thuy, P. N. (2011). Impact of Service Personal Values on Service Value and Customer Loyalty: A Cross-Service Industry Study. Service Business, 3, 293-307.
  • Higie, R.A. ve Feick, L.F. (1989). Enduring Involvement: Conceptual and Mea- surement Issues. Advances in Consumer Research, 16: 690-696.
  • Homburg, C. ve Giering, A. (2001). Personal Characteristics as Moderators of the Relationship Between Customer Satisfaction and Loyalty: An Empi- rical Analysis. Psychological Marketing, 18 (1), 43-66.
  • Hong, S., Malik, M.L. ve Lee, M.K. (2003). Testing Configural, Metric, Scalar, and Latent Mean Invariance Across Genders in Sociotropy and Auto- nomy Using a Non-Western Sample. Educational and Psychological Measurement, 63 (4), 636-654.
  • Howard, J.A., (1963), Marketing management analysis and planning. McGraw- Hill: New York.
  • Howard, J.A. ve J. N., Sheth, (1969), The Theory of Buyer Behavior, John Wiley & Sons: New York.
  • Iwasaki, Y. ve Havitz, M.E. (1998). A path analytic model of the relationships between involvement, psychological commitment, and loyalty. Journal of Leisure Research, 30 (2): 256-280.
  • Jacoby J. ve D. B. Kyner (1973). Brand Loyalty Versus Repeat Purchasing. Jour- nal of Marketing Research, 10 (1): 1-9.
  • King, C.W. ve Summers, J.Q. ( 1970). Overlap of Opinion Leadership: A cross Consumer Product Categories. Journal of Marketing Research, 7: 43-50.
  • Laurent, G. ve Kapferer, J.N. (1985). Measuring Consumer Involvement Profiles. Journal of Marketing Research, 22 (1): 41-53.
  • Leclerc, F. ve Little, J.D.C. (1997). Can Advertising Copy Make FSI Coupons More Effective? Journal of Marketing Research, 34 (4): 473-484.
  • Lin, L.Y. ve Chen, C.S. (2006). The influence of the country-of-origin image, product knowledge and product involvement on consumer purchase decisions: an empirical study of insurance and catering services in Taiwan. Journal of Consumer Marketing, 23 (5): 248-265.
  • Li, H. H. (2011). Gender Differences in the Linkage of Online Patronage Behavi- our with TV-and-Online Shopping Values. Service Business, 5: 295-312.
  • Lyons B. ve Henderson K. (2005). Opinion leadership in a computer-mediated environment. Journal of Consumer Behaviour, 4(5): 319-32.
  • Flynn, L.R. ve Goldsmith, R.E. (1999). A Short, Reliable Measure of Subjective Knowledge. Journal of Business Research, 46: 57-66.
  • Myers, J.H. ve Robertson, T.S. (1982). Dimensions of Opinion Leadership. Jour- nal of Marketing Research, 9 (1): 41-46.
  • Narayana, C.L. ve R. J., Markin, (1975), Consumer Behavior and Product Per- formance: An Alternative Conceptualization, Journal of Marketing, 39, (4), 1–6.
  • O’Cass, A. (2004). Fashion clothing consumption: Antecedents and consequen- ces of fashion clothing involvement. European Journal of Marketing, 38 (7): 869-882.
  • Odabaşı, Y. ve Barış, G. (2003). Tüketici, Üçüncü Baskı, Mediacat, İstanbul.
  • Oliver, R. L., (1999). Whence Consumer Loyalty?” Journal of Marketing, 63, 33- 44.
  • Olsen, S.O. (2007). Repurchase loyalty: The role of involvement and satisfaction. Psychology & Marketing, 24: 315-341.
  • Park, S. (1996). Relationships between involvement and attitudinal loyalty constructs in adult fitness programmes. Journal of Leisure Research, 28 (4): 233-250.
  • Parkinson, T.L. ve Schenk, C.T. (1980). An emprical investigation of the s-o-r paradigm of consumer involvement. In NA - Advances in Consumer Research Volume 07, eds. Jerry C. Olson, Ann Abor, MI: Association for Consumer Research, Pages: 696-699.
  • Podsakoff, P.M. ve Organ, D.W. (1986). Self-reports in organizational research: problems and prospects. Journal of Management, 12 (4), 531-544.
  • Quester, P. ve Lim, A.L. (2003). Product involvement/brand loyalty: is there a link?, Journal of Product & Brand Management, 12 (1): 22-38.
  • Richins, M.L. ve Bloch, P.H. (1986). After the New Wears off: The Temporal Context of Product Involvement. Journal of Consumer Research. 13 (2): 280-285.
  • Richins, M.L. ve Root-Shaffer, T. (1988). The Role of Involvement and Opinion Leadership in Consumer Word-of-Mouth: An Implicit Model Made Explicit. Advances in Consumer Research, 15 (1): 32-36.
  • Robertson, T. ve Myers, J.H. (1969). Personality Correlates of Opinion Leaders- hip and Innovative Buying Behavior. Journal of Marketing Research, 6 (2): 164-168.
  • Rogers, E.M. ve David G. Cartano (1962). Methods of Measuring Opinion Lea- dership, Public Opinion Quarterly, 26: 435-441.
  • Ruvio A.ve Shoham, A. (2007). Innovativeness, exploratory behavior, market mavenship, and opinion leadership: An empirical examination in the Asian context. Psychology & Marketing, 24 (8): 703-722.
  • Schermelleh-Engel, K., H. Moosbrugger ve H. Müller, (2003), “Evaluating the Fit of Structural Equation Models: Tests of Significance and Descriptive Goodness-of-Fit Measures,” Methods of Psychological Research Online, 8, 2, 23-74.
  • Shah, D.V. ve Scheuhele, D.A. (2006). Explicating Opinion Leadership: Nonpoli- tical Dispositions, Information Consumption, and Civic Participation. Political Communication, 23:1-22.
  • Stokburger-Sauer, N.E. ve Hoyer, W.D. (2009). Consumer advisors revisited: What drives those with market mavenism and opinion leadership ten- dencies and why? Journal of Consumer Behaviour, 8: 100-115.
  • Şimşek, Ö. F. (2007). Yapısal Eşitlik Modellemesine Giriş-Temel İlkeler ve LISREL Uygulamaları. Ekinoks Yayınları, Ankara.
  • Traylor, M.B. (1981). Product involvement and brand commitment. Journal of Advertising Research, 21 (6): 51-56.
  • Venkatraman, M. (1990). Opinion Leadership, Enduring Involvement and Cha- racteristics of Opinion Leaders: A Moderating or Mediating Relations- hip. Advances in Consumer Research. 17 (1): 60-67.
  • Wang, Y.T, Wu, L.L., Chen, H.C. ve Yeh, M.Y. (2012). The Impact of Interactivity on Involvement and Social Presence: The Moderating Effects of Opinion Leadership, PACIS 2012 Proceedings, 131-147.
  • Warrington, P. ve Shim, S. (2000). An empirical investigation of the relationship between product involvement and brand commitment. Psychology & Marketing, 17: 761-782.
  • West, S.G., Finch, J.F. ve Curran, P.J. (1995). Structural Equation Models with Non-Normal Variables: Problems and Remedies, In R. Hoyle (Ed.), Structural Equation Modeling: Concepts, Issues and Applications, Newbury Park, CA: Sage, 56-75.
  • Yoo, B. ve Donthu, N. (2002), Testing cross-cultural invariance of the brand equ- ity creation process, Journal of Product & Brand Management, 11(6): 380-398.
  • Zaichkowsky, J.L. (1985). Measuring the Involvement Construct. The Journal of Consumer Research, 12 (3): 341-352.
Toplam 61 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Research Article
Yazarlar

Emre Şahin Dölarslan Bu kişi benim

Yayımlanma Tarihi 1 Haziran 2015
Yayımlandığı Sayı Yıl 2015 Cilt: 8 Sayı: 15

Kaynak Göster

APA Dölarslan, E. Ş. (2015). TÜKETİCİLERİN ÜRÜN İLGİLENİM VE BİLGİ DÜZEYİNİN MARKA SADAKATİNE ETKİSİNİN FİKİR LİDERLİĞİ KAPSAMINDA DEĞERLENDİRİLMESİ. Pazarlama Ve Pazarlama Araştırmaları Dergisi, 8(15), 23-48.