MARKA HİKÂYESİNE YÖNELİK TÜKETİCİ TEPKİLERİNİN BELİRLENMESİ ÜZERİNE BİR ARAŞTIRMA

Yıl 2019, Sayı: 34, 1 - 28, 31.08.2019

Büşra Yiğitol Selda Başaran Alagöz

Öz

Marka ve marka
bileşenleri pazarlama açısından önemli değerlerdir. Rekabet açısından marka,
işletmelere farklılık, farkındalık ve imaj sağlamakta ve işletmeleri
rakiplerinden bu yönleri ile ayrıştırmaktadır. Dolayısıyla gerek rekabet
açısından gerekse tüketiciler açısından marka, farkındalık sağlayan, iletişimi
kolaylaştıran ve duygusal ilişkiyi güçlendiren bir araçtır. Marka hikâyeleri de
markanın bir bileşeni olarak tüketiciler ile iletişim sağlamada önemli bir
argümandır. Firmalar marka hikâyeleri ile tüketicilerin zihninde farklı bir yer
edinebilirler. Bu açıdan bu çalışmanın amacı marka hikâyelerinin tüketicilerde
oluşturabileceği etkilerin belirlenmesidir. Bu amaca yönelik olarak iki ayrı
örneklem grubunda anket çalışması uygulanmıştır. Elde edilen sonuçlara göre
tüketiciler açısından marka hikâyeleri anlatı aktarımı, daha az eleştirel
düşünce ve daha yüksek ağızdan ağıza aktarım niyeti taşımaktadır.  

Anahtar Kelimeler

marka hikayeleri, marka, tüketici

Kaynakça

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