ALGILANAN MARKA DEĞERİ, İŞ TATMİNİ VE DUYGUSAL BAĞLILIK DÜZEYİNİN, ÇALIŞANLARIN MARKA DEĞERİNE ETKİ FARKINDALIKLARI ÜZERİNDEKİ ETKİLERİ

Yıl 2015, Cilt: 8 Sayı: 15, 69 - 88, 01.06.2015

Sertaç Çifçi Salim Kaya

Öz

Mal veya hizmetlerin üretilmesi, geliştirilmesi ve sunumu süreci içerisinde çalışanların fiziksel ve zihinsel yetenekleri, ürünün kalitesini ve elbette marka değerini doğrudan etkileyecektir. Bu sonucun ortaya çıkabilmesi için, çalışanların marka değeri üzerindeki etkilerinden farkında olmaları gerekmektedir. Bu çalışmanın amacı, çalışanların marka değeri etki farkındalıklarını ve farkındalıklarını etkileyen faktörlerin ortaya konulmasıdır. Bu amaçla, Helm 2011 ’in kurumsal ün için geliştirmiş olduğu çalışanların etki farkındalığı modelini, tüketici temelli marka değeri Aaker, 1991 ve Keller, 1993 için yeniden kurgulanmıştır. Araştırma model ve hipotezlerinin testi için nicel bir çalışma gerçekleştirilmiş, hizmet sektörü ele alınmış ve 301 üniversite personelinde anket yöntemi ile veriler toplanmıştır. Yapılan açıklayıcı, doğrulayıcı faktör ve yapısal eşitlik modeli analizleri sonucunda, çalışanların marka değeri üzerindeki etki farkındalığının, duygusal bağlılıktan etkilendiği saptanmıştır. Helm 2011 ’in modelinde yer alan çalışanların iş tatminin ise marka değeri etki farkındalığı üzerinde istatistiksel açıdan bir etkisi bulunamamıştır. Sonuç olarak, algılanan marka değeri duygusal bağlılığı, duygusal bağlılık da marka değeri etki farkındalığını olumlu yönde etkilemektedir

Anahtar Kelimeler

Çalışanların Marka Değeri Üzerindeki Etki Farkındalıkları, Algılanan Marka Değeri, İş Tatmini, Duygusal Bağlılık.

THE ROLES OF PERCEIVED BRAND EQUITY, JOB SATISFACTION AND AFFECTIVE COMMITMENT ON THE EMPLOYEES’ AWARENESS OF THEIR IMPACT ON THE BRAND EQUITY

Öz

Employees’ physical and mental capabilities affect the products’ qualities and the overall brand equity when producing, developing and delivering the product and service. For this, firm’s employees must be aware of their impact on the brand equity. In this study, we are aim to determine the employees’ awareness of their impact on the brand equity and its antecedents. We reconsidered the Helm 2011 ’s corporate reputation awareness study for the consumer-based brand equity Aaker, 1991 and Keller, 1993 . In order to test the research model and hypotheses, we used quantitative methods and collected data from 301 employees work at the university in Bolu. Using exploratory, confirmatory factor and structural equation model analyses, we founded that employees’ awareness of their impact on the brand equity is affected by employees’ affective commitment towards the organization. However, the findings didn’t support the effect of job satisfaction on the employees’ awareness of their impact on brand equity. In conclusion, employees’ brand equity perceptions positively effect on their affective commitment and it turns to employees’ awareness of their impact on brand equity

Anahtar Kelimeler

Employees’ awareness of their impact on brand equity, perceived brand equity, job satisfaction, affective commitment

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