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GENÇ TÜKETİCİLERİN MARKA KİŞİLİĞİ ALGILAMALARININ CİNSİYETE GÖRE DEĞERLENDİRİLMESİ:MCDONALD’S VE BURGER KING

Yıl 2010, Sayı: 11, 139 - 165, 01.06.2010

Öz

Günümüzde marka kişiliği yaratmak işletmelerin en önemli rekabetaracı haline gelmiştir. Geçmişte işletmeler için sadece yeni bir ürün yaratmakönemli iken bugün, yeni ürün yaratmanın yanı sıra marka kişiliği oluşturmakda önemli hale gelmiştir. Tüketiciler, kullandıkları ürünler ile kendikişiliklerini özdeşleştirmekte ve kendilerini markaları ile ifade etmektedirler.Güçlü bir kişiliğe sahip marka ile tüketici arasında kurulan duygusal bağ,tüketicinin memnuniyetini arttırmaktadır. Çalışmada, McDonald’s ve BurgerKing hızlı tüketimi restoranları markalarının gençler tarafından cinsiyetegöre farklı kişilik özellikleri ile algılandığını ortaya çıkmaktadır. Çalışmasonucunda, Aaker marka kişiliği ölçeğinin tanımlanması yapılmakta veölçeğin bundan sonra yapılacak çalışmalara temel oluşturacağıdüşünülmektedir

Kaynakça

  • Aaker D. A. (2009). Güçlü markalar yaratmak, Çeviren: Erdem DEMİR, İstanbul: Mediacat, Aaker J. L. (1996). Exploring Brand Equity: Building Strong Brands, New York: The Free Pres.
  • Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34, 347−356.
  • Aaker, J. L. (2000). Accessibility or diagnosticity? Disentangling the influence of culture on persuasion processes and attitudes. Journal of Consumer Research, 26, 340−356.
  • Aaker, J. L., Benet-Martinez, V. ve Garolera, J. (2001). Consumption of symbols as carriers of culture: A study of Japanese and Spanish brand personality constructs. Journal of Personality and Social Psychology, 81, 492−508
  • Austin, J. R., Siguaw, J. A. veMattila, A. S. (2003). A re-examination of the generalizability of the Aaker brand personality measurement framework. Journal of Strategic Marketing, 11, 77−92.
  • Batra, R., Lehmann, D. R., et Singh, D. (1993). The Brand personality component of brand goodwill: some antecedents and consequences, Brand Equity and Advertising, editions Aaker et Biel, Hillsdale, NJ: LawrenceErlbaum associates, 83-96
  • Borça, G. (2004). Bu Topraklardan Dünya Markası Çıkar mı? Marka Olmanın ABC’si. İstanbul: Media Cat.
  • Bosnjak, M., Bochmann, V. ve Hufschmidt, T. (2007). Dimensions of brand personality attributions: A person-centric approach in the German cultural context. SocialBehavior and Personality, 35, 303−316.
  • Caprara, G. V., Barbaranelli, C. ve Guido, G. (2001). Brand personality: How to make the metaphor fit? Journal of Economic Psychology, 22, 377−395.
  • D'Astous, A. ve Lévesque, M. (2003). A scale for measuring store personality. Psychology & Marketing, 20, 455−469.
  • Denli, N. (2007). Giyim Sektöründe Marka İmajı Odaklı İletişim Stratejileri, Ankara Üniversitesi Sosyal Bilimler Enstitüsü, Halkla ilişkiler ve Tanıtım Anabilim Dalı, Yayınlanmamış Yüksek lisans tezi, Ankara.
  • Davies, G., Chun, R., Vinhas da Silva, R., ve Roper, S. (2004). A corporate character scale to assess employee and customer views of organization reputation. Corporate Reputation Review, 7, 125−146.
  • Escalas, J. E. ve Bettman, J. R. (2005). Self-Construal, Reference Groups and Brand Meanning, Journal of Consumer research, 32, 378-89.
  • Geuens, M., Weijters, B. ve De Wulf, K. (2009). A new measure of brand personality. International Journal of Research in Marketing, 26, 97107.
  • Ferrandi, J. M., Valette-Florence, P. ve Fine-Falcy, S. (2000). Aaker's brand personality scale in a French context: A replication and preliminary test of validity. In H. E. Spotts, & H. L. Meadow (Eds.), Developments of marketing science, Vol. 23. (pp. 7−13) Montreal: Academy of Marketing Science.
  • Helgeson, J. G., ve Supphellen, M. (2004). A conceptual and measurement comparison of self-congruity and brand personality. International Journal of Market Research, 46, 205−23
  • Hosany, S., Ekinci, Y., & Uysal, M. (2006). Destination image and destination personality: An application of branding theories to tourism places. Journal of Business Research, 59, 638−642.
  • Keller, K. L. (1993). Conceptualizing, Measuring and Managing CustomerBased Brand Equity,Journal of Marketing, 57,1-22
  • Kim, C.K., Han, D. ve Park, S.B.(2001).The Effect of Brand Personality and Brand Identification on Brand Loyalty: Applying of Social Identification, Japanese Psychological Research,43, 195-206.
  • Markalaşma Stratejileri http//www.stratejikfokus.com/images/do Erişim Tarihi: 14.09.2009
  • Milas, G., ve Mlačić, B. (2007). Brand personality and human personality: Findings from ratings of familiar Croatian brands. Journal of Business Research, 60, 620−626. Ogilvy,D. (1983).Ogilvy on Advertising,New York: Crown Publishing
  • Park, S., Choi, D. ve Kim J. (2005). Visualizing E-Brand Personality: Exploratory Studies on Visual Attributes and E-Brand Personalities in Korea, International Journal of Human-Computer Interaction, 19, 7-34.
  • Phau, I. ve Lau, K. C. (2000). Conceptualising Brand Personality: A Review and Research Propositions, Journal of Targeting, Measurement and Analysis for Marketing, 9, 52-69.
  • Smit, E. G., van den Berge, E., ve Franzen, G. (2002). Brands are just like real people! The development of SWOCC's brand personality scale. In F. Hansen, & L. B. Christensen (Eds.), Branding and Advertising (pp. 22−43). Copenhagen: Copenhagen Business School Press.
  • Sung, Y., & Tinkham, S. F. (2005). Brand personality structures in the United States and Korea: Common and culture-specific factors. Journal of Consumer Psychology, 15, 334−350.
  • Supphellen Magne and Kjell Gronhaug (2003), Building Foreign Brand Personalities in Russia: The Moderating Effect of Consumer Ethnocentrism, International Journal of Advertising, 22, 203-226.
  • Tığlı, M. (2003).Marka Kişiliği, Öneri Dergisi, 5, 67-72.
  • Torlak, Ö. ve Uzkurt, C. (2005). Kola Markası Kişiliklerinin Üniversite Öğrencileri Tarafından Algılanması, Dokuz Eylül Ünivesitesi İşletme Fakültesi Dergisi, 6,15-31

THE PERCEPTION OF BRAND PERSONALITIES OF FAST-FOOD RESTAURANTS BY YOUTH: MCDONALD’S AND BURGER KING

Yıl 2010, Sayı: 11, 139 - 165, 01.06.2010

Öz

Nowadays, creating brand personality became most importantcompetition tool for businesses. While it was important just to create a newproduct at past, today creating brand personality became important as well asnew product creation. Consumers correspond their personality with thepersonality of the brand and express themselves with those brands.Emotional relations that were established with a powerful brand andconsumer increases consumer satisfaction. The study determines that theMcDonald’s and Burger King fast food restaurant brands personalities’attributes are perceived as different from university students by means ofgender. At the result of the study, the description of Aaker’s brandpersonality scale was made and it was thought that this scale will be a basisfor future studies

Kaynakça

  • Aaker D. A. (2009). Güçlü markalar yaratmak, Çeviren: Erdem DEMİR, İstanbul: Mediacat, Aaker J. L. (1996). Exploring Brand Equity: Building Strong Brands, New York: The Free Pres.
  • Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34, 347−356.
  • Aaker, J. L. (2000). Accessibility or diagnosticity? Disentangling the influence of culture on persuasion processes and attitudes. Journal of Consumer Research, 26, 340−356.
  • Aaker, J. L., Benet-Martinez, V. ve Garolera, J. (2001). Consumption of symbols as carriers of culture: A study of Japanese and Spanish brand personality constructs. Journal of Personality and Social Psychology, 81, 492−508
  • Austin, J. R., Siguaw, J. A. veMattila, A. S. (2003). A re-examination of the generalizability of the Aaker brand personality measurement framework. Journal of Strategic Marketing, 11, 77−92.
  • Batra, R., Lehmann, D. R., et Singh, D. (1993). The Brand personality component of brand goodwill: some antecedents and consequences, Brand Equity and Advertising, editions Aaker et Biel, Hillsdale, NJ: LawrenceErlbaum associates, 83-96
  • Borça, G. (2004). Bu Topraklardan Dünya Markası Çıkar mı? Marka Olmanın ABC’si. İstanbul: Media Cat.
  • Bosnjak, M., Bochmann, V. ve Hufschmidt, T. (2007). Dimensions of brand personality attributions: A person-centric approach in the German cultural context. SocialBehavior and Personality, 35, 303−316.
  • Caprara, G. V., Barbaranelli, C. ve Guido, G. (2001). Brand personality: How to make the metaphor fit? Journal of Economic Psychology, 22, 377−395.
  • D'Astous, A. ve Lévesque, M. (2003). A scale for measuring store personality. Psychology & Marketing, 20, 455−469.
  • Denli, N. (2007). Giyim Sektöründe Marka İmajı Odaklı İletişim Stratejileri, Ankara Üniversitesi Sosyal Bilimler Enstitüsü, Halkla ilişkiler ve Tanıtım Anabilim Dalı, Yayınlanmamış Yüksek lisans tezi, Ankara.
  • Davies, G., Chun, R., Vinhas da Silva, R., ve Roper, S. (2004). A corporate character scale to assess employee and customer views of organization reputation. Corporate Reputation Review, 7, 125−146.
  • Escalas, J. E. ve Bettman, J. R. (2005). Self-Construal, Reference Groups and Brand Meanning, Journal of Consumer research, 32, 378-89.
  • Geuens, M., Weijters, B. ve De Wulf, K. (2009). A new measure of brand personality. International Journal of Research in Marketing, 26, 97107.
  • Ferrandi, J. M., Valette-Florence, P. ve Fine-Falcy, S. (2000). Aaker's brand personality scale in a French context: A replication and preliminary test of validity. In H. E. Spotts, & H. L. Meadow (Eds.), Developments of marketing science, Vol. 23. (pp. 7−13) Montreal: Academy of Marketing Science.
  • Helgeson, J. G., ve Supphellen, M. (2004). A conceptual and measurement comparison of self-congruity and brand personality. International Journal of Market Research, 46, 205−23
  • Hosany, S., Ekinci, Y., & Uysal, M. (2006). Destination image and destination personality: An application of branding theories to tourism places. Journal of Business Research, 59, 638−642.
  • Keller, K. L. (1993). Conceptualizing, Measuring and Managing CustomerBased Brand Equity,Journal of Marketing, 57,1-22
  • Kim, C.K., Han, D. ve Park, S.B.(2001).The Effect of Brand Personality and Brand Identification on Brand Loyalty: Applying of Social Identification, Japanese Psychological Research,43, 195-206.
  • Markalaşma Stratejileri http//www.stratejikfokus.com/images/do Erişim Tarihi: 14.09.2009
  • Milas, G., ve Mlačić, B. (2007). Brand personality and human personality: Findings from ratings of familiar Croatian brands. Journal of Business Research, 60, 620−626. Ogilvy,D. (1983).Ogilvy on Advertising,New York: Crown Publishing
  • Park, S., Choi, D. ve Kim J. (2005). Visualizing E-Brand Personality: Exploratory Studies on Visual Attributes and E-Brand Personalities in Korea, International Journal of Human-Computer Interaction, 19, 7-34.
  • Phau, I. ve Lau, K. C. (2000). Conceptualising Brand Personality: A Review and Research Propositions, Journal of Targeting, Measurement and Analysis for Marketing, 9, 52-69.
  • Smit, E. G., van den Berge, E., ve Franzen, G. (2002). Brands are just like real people! The development of SWOCC's brand personality scale. In F. Hansen, & L. B. Christensen (Eds.), Branding and Advertising (pp. 22−43). Copenhagen: Copenhagen Business School Press.
  • Sung, Y., & Tinkham, S. F. (2005). Brand personality structures in the United States and Korea: Common and culture-specific factors. Journal of Consumer Psychology, 15, 334−350.
  • Supphellen Magne and Kjell Gronhaug (2003), Building Foreign Brand Personalities in Russia: The Moderating Effect of Consumer Ethnocentrism, International Journal of Advertising, 22, 203-226.
  • Tığlı, M. (2003).Marka Kişiliği, Öneri Dergisi, 5, 67-72.
  • Torlak, Ö. ve Uzkurt, C. (2005). Kola Markası Kişiliklerinin Üniversite Öğrencileri Tarafından Algılanması, Dokuz Eylül Ünivesitesi İşletme Fakültesi Dergisi, 6,15-31
Toplam 28 adet kaynakça vardır.

Ayrıntılar

Diğer ID JA28DS89AZ
Bölüm Makaleler
Yazarlar

Nihan Özgüven Bu kişi benim

Ezgi Karataş Bu kişi benim

Yayımlanma Tarihi 1 Haziran 2010
Yayımlandığı Sayı Yıl 2010 Sayı: 11

Kaynak Göster

APA Özgüven, N., & Karataş, E. (2010). GENÇ TÜKETİCİLERİN MARKA KİŞİLİĞİ ALGILAMALARININ CİNSİYETE GÖRE DEĞERLENDİRİLMESİ:MCDONALD’S VE BURGER KING. Süleyman Demirel Üniversitesi Sosyal Bilimler Enstitüsü Dergisi(11), 139-165.

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