Using Associations To Create Positive Brand Attitude For Generation Y Consumers: Application In Fashion Retailing

Yıl 2009, Cilt: 14 Sayı: 2, 261 - 276, 01.06.2009

  Yrd.Doç.Dr.Müge Yalçın Dr.İrem Erenerdoğmuş Şule Demir

Öz

Anahtar Kelimeler

-

JENERASYON Y TÜKETİCİLERİ İÇİN MARKA ÇAĞRIŞIMLARI İLE OLUMLU MARKA TUTUMU YARATMAK: MODA PERAKENDECİLİĞİNDE UYGULAMA

Öz

Bu çalışmanın amacı Türkiye’de moda perakendeciliğinde Jenerasyon Y için olumlu marka tutumu ve satın alma niyeti yaratan marka çağrışımlarını belirlemektir. 1977 ve 1994 yılları arasında doğan Jenerasyon-Y Türkiye’de 15 milyon insanı temsil etmektedir. Marka çağrışımları ve tutumu mevcut yazın ışığında tartışılmış ve konu ile ilgili ampirik bulgular yorumlanmıştır. Çalışmanın sonuçları birkaç marka çağrışımının; kolaylık, değer ve deneyimsel alışverişin olumlu marka tutumu üzerinde önemli etkisi olduğunu göstermiştir.

Anahtar Kelimeler

Marka tutumu , marka çağrışımları , Jenerasyon Y , moda perakendeciliği

Kaynakça

• AAKER, D. (1991), Managing Brand Equity, the Free Pres, New York.
• AAKER, David A. (1996), “Measuring Brand Equity across Products and Markets”, California Management Review, 38 (3), 102-120.
• ACNIELSEN REPORT(2006), New York, NY, Consumer and designer brands: A global AC Nielson Report.
• AGARWAL, M.K, RAO, V.R. (1996), “An Empirical Comparison of Consumer-Based Measures of Brand Equity”, Marketing Letters, 7 (1) 223-247.
• BIEL, Alexander L. (1992), “How Brand Image Drives Brand Equity”, Journal of Advertising Research, 32 (6), 12-19.
• BRAKUS, J., SCHMITT, B., ZARANTONELLO, L., (2009), “Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?” , Journal of Marketing, 73, 52-68.
• BRUNER, G. C, HENSEL, P. J. (1993), “Multi-item Scale Usage in Marketing Journals: 1980-1989, Journal of the Academy of Marketing Science, 21, 339-344.
• CLAUSING, S.L., KURTZİ D.L., PRENDEVILLE, J. AND WALT, J.L., (2003), “Generational Diversity-the-nexters”, Association of operating room nurses Journal, 78(3):323-340.
• DANIELS, Simone (2007), “Gen Y Considerations for the Retail Industry”, Retail Therapy, The ACRS Thought Leadership Series, June, http://www.buseco.monash.edu.au/centres/acrs/research/whitepapers/gen eration-y.pdf (13.05.2009).
• DIAS, L.P. (2003), "Generational buying motivations for fashion", Journal of Fashion Marketing and Management, Vol. 7 No.1, pp.78-86.
• DOWER, Tami (2005), ‘A New Pea in the Radio Pod.’ Marketing Sep.: 82-84
• FAIRCLOTH, James B., CAPELLA, Louis M., ALFORD and Bruce L. (2001), “The Effect of Brand Attitude and Brand Image on Brand Equity”, Journal of Marketing Theory & Practice; Summer2001, 9 (3), 61-76.
• FARQUAR, P. H., HERR, P. M. (1992), the Dual Structure of Brand Association. in D.A.
• FROW, P. (2002), Customer Relationship Management: From Strategy to Implementation, Cranfield School of Management, UK.
• GLASS, A. (2007), Understanding generational differences for competitive success”, Industrial and commercial training, Vol.39, issue 2, pp: 98-103.
• HAWKINS, D. L., BEST, R. J., CONEY, K. A. (2001), Consumer Behavior: Building Marketing Strategy, 8th Edition.
• HUI, M.K., BATESON, J.E.G. (1991), "Perceived Control and the Effects of Crowding and Consumer Choice on the Service Experience," Journal of Consumer Research, 18 (September), 174-184.
• JONEWS LANG LASELLE, 2003, “How to bring boomers back to the malls”, special report, http://209.85.129.132/search?q=cache:o0iQZsJkRt8J:www.joneslanglasa lle.com/microsites/retail/pdfs/JLL (17.05.2009)
• KELLER, Kevin, L. (1993), “Conceptualizing, Measuring and Managing Customer-Based Brand Equity”, Journal of Marketing, 57, 1-22.
• KELLER, K., L. (1998), “Brand Equity”, Handbook of Technology Management, ed. Richard Dorf. CRC Press Inc., 12:59-12:65.
• KELLER, K., L. (2003), Building, Measuring and Managing Brand Equity. Second Edition, Prentice Hall.
• KELLER, K.L. (2007), “Advertising and Brand Equity,” in Handbook of Advertising, eds. Gerard J. Tellis and Tim Ambler, Sage Publications.
• KOTLER, P., ARMSTRONG, G. (1999), Principles of Marketing, Prentice Hall Publishing. 8th Edition, NY.
• LAZAREVIC, Violet, PETROVIC-LAZAREVIC, Sonja (2007), “Increasing Brand Loyalty of Generation Y for Future Marketers”, Monash University Working Paper Series, 28/07, nov. 2007.
• LAZAREVIC, V., PETROVIC-LAZAREVIC, S. (2007), “Raising Brand Equity to Generation Y”, Working Paper Series, http://www.buseco.monash.edu.au/mgt/research/working-papers (29.04.2009).
• LIPPE, D. (2001), “It is all in creative delivery”, Advertising Age, 72(26): 58-59.
• MARTIN, C.A., TURLEY, L.W. (2004), "Malls and consumption motivation: an exploratory examination of older Generation Y customers", International Journal of Retail & Distribution Management, Vol. 32 No.10, pp.464-75
• MORTON, P. (2002), “Targeting Generation Y”, Public Relations Quarterly; Academic Research Library; summer 2002; 47 (2), 46-49.
• MITCHELL, A, A., OLSON, J, C. (1981). “Are Product Attribute Beliefs the Only Mediator Of Advertising Effects on Brand Attitude?” Journal of Marketing Research, 18 (3), 318-332.
• O’CASS, A., LIM, K., (2001), “The Influence of Brand Associations on Brand Preference and Purchase Intention: An Asian Perspective on Brand Associations”, Journal of International Consumer Marketing, 14 (2/3), 41-69.
• O’CASS, A., LIM, K. (2002), “Toward Understanding the Young Consumer's Brand Associations and Ethnocentrism in the Lion's Port”, Psychology & Marketing, 19(9), 759-775.
• OFIR, C. and SIMONSON, I.(2001), “In Search of Negative Customer Feedback: The Effect of Expecting to Evaluate on Satisfaction Evaluations,” Journal of Marketing Research, (May), 170–182
• PAUL, P. (2001), Getting Inside Gen Y. American Demographics. Sept2001, 44-48.
• PERRY, D. (2006), “Beyond Boomers: Gen Y Offers a Great Opportunity”, Furniture Today; May 29, 2006, 40-42.
• PIACENTINI, M. and MAILER, G. (2004), “Symbolic consumption in teenagers’ clothing choices”, Journal of Consumer Behavior, 3 (3), 251262.
• SEBOR, J. (2006), “Y Me”, Customer Relationship Management, 6 (2), 24-29.
• SHOCKER, A., WEITZ, B. (1988), “A perspective on brand equity principles and issues”, Summary of Marketing Science Institute Conference, Report N. 88-104.
• SIMON, Carol J., SULLIVAN, Mary W. (1993), “The Measurement and Determinants of Brand Equity: A Financial Approach”, Marketing Science, Winter93, 12 (1).
• SPEARS, N. and SINGH S., 2004, “Measuring Attitude toward the Brand and Purchase Intentions,” Journal of Current Issues and Research in Advertising, vol. 26, no.2.
• THOMPSON, K. E, CHEN, L. Y. (1998), “Retail Store Image: A Means-End Approach”, Journal of Marketing, 4 (6), 161-173.
• VAID, H. (2003), Branding: Brand Strategy, Design and Implementation of Corporate and Product Identity, New York, NY: Watson-Guptill Publications.
• WILSON, M. (2007), “Defining Gen Y. Chain Store Age”, March 2007, 35-40.
• WOLBURG, J.M., POKRYWCZYNSHI, J. (2001), “A psychographic Analysis of Generation Y College students”, Journal of Advertising Research, 41(5):33-53.
• YOO, B. DONTHU, N., LEE, S. (2000), “An Examination of Selected Marketing Mix Elements and Brand Equity”, Journal of the Academy of Marketing Science, 28 (2), 195-211