Marka Sadakati Öncülleri: Çalışan Kadınların Kozmetik Ürün Tüketimi Üzerine Bir Çalışma

Öz

Anahtar Kelimeler

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MARKA SADAKATİ ÖNCÜLLERİ: ÇALIŞAN KADINLARIN KOZMETİK ÜRÜN TÜKETİMİ ÜZERİNE BİR ÇALIŞMA

Öz

Marka sadakati kavram,ı pazarlama literatüründeki önemli değişkenlerden biri olma özelliğini yıllardır devam ettirmektedir. Bu makalenin amacı marka sadakatinin kavramsal yapısı ilgili farklı yaklaşımların incelenmesi ve marka ünü, marka yeterliliği, marka beklentisi, marka beğenilirliği, marka deneyimi, marka tatmini, markaya karşı güven ve arkadaş grubu onayı gibi değişkenlerle sadakat arasındaki ilişkinin belirlenmesidir. Araştırma sonuçları değişkenlerle marka sadakati arasında güçlü, olumlu ilişki olduğunu göstermiştir. Ayrıca, marka ünü, marka yeterliliği ve marka beğenilirliği çalışan kadınların kozmetik ürünlerdeki marka sadakatini etkileyen en önemli faktörler olarak bulunmuştur

Anahtar Kelimeler

• Marka Sadakati, Çalışan Kadınlar, Kozmetik Ürünler

Kaynakça

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