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

Yıl 2009, Cilt: 14 Sayı: 3, 407 - 421, 01.09.2009

  Öğr.Gör.Dr.Tülay Korkmaz Devrani

Öz

Anahtar Kelimeler

-

Kaynakça

  • AAKER, D. A. (1991), Managing Brand Equity: Capitalizing on theValue of a Brand Name, The Free Press, New York.
  • ALEXANDRIS, K., DIMITRIADIS, N. ve MARKATA, D., (2002),
  • “Can Perceptions of Service Quality Predict Behavioral Intentions? An
  • Exploratory Study in the Hotel Sector in Greece”, Managing Service
  • Quality, 12, 224-232.
  • BALDINGER, A. A. ve RUBINSON, J. (1996), “Brand Loyalty: The Link Between Attitude and Behavior”, Journal of Advertising Research, 36, 6, 22-34.
  • BANKS, S. (1968), “The Relationships of Brand Preferences to Brand Purchase”, H. H. Kassarjian ve T. S. Robertson (der.), Perspectives in Consumer Behavior, Scott, Foresman and Company, Glenview, Illinois, 131-144.
  • BEARDEN, W. O., NETEMEYER, R. G. ve TELL, J. E. (1989), “Measurement of Consumer Susceptibility to Interpersonel Influence”, Journal of Consumer Research, 15, 473-481.
  • BENNET, R. (1996) “Relationship Formation and Governance in
  • Consumer Markets: Transactional Analysis versus the Behavioral
  • Approach”, Journal of Marketing Management, 12, 417-436.
  • BERKMAN H ve GERALD, B. (1981), Store Loyalty, Consumer Behavior Concepts and Strategies, Wadsworth Inc.
  • BLOEMER, J. M. ve KASPER, H. D. (1995) “The Complex Relationship Between Consumer Satisfaction and Brand Loyalty”, Journal of Economic Psychology, 16, 311-329.
  • BROWN, G. H. (1952) “Brand Loyalty- Fact or Fiction”, Advertising Age, 23,9, 52-55
  • BUTLER, J. K. (1991), “Toward Understanding and Measuring Conditions of Trust: Evolution of a Conditions of Trust Inventory”, Journal of Management, 17, 643-663.
  • CRONIN J. J.ve TAYLOR, S. A. (1992), "Measuring Service Quality: A Re-examination and Extention”, Journal of Marketing, 56, 55-68.
  • CUNNINGHAM, R. M. (1961), ‘Customer Loyalty to Store and Brand’, Harvard Business Review, 39 (nov/dec), 127-13.
  • DAY, G. S. (1969), “A Two Dimensional Concept of Brand Loyalty” Journal of Advertising Research, 35, 45-56.
  • DICK, A. S. ve BASU, K. (1994), “Customer Loyalty: Toward an Integrated Conceptual Framework”, Journal of the Academy of Marketing Size, 22, 99-113.
  • DONEY, P. ve CANON, J. (1997), “An Examination of the Nature of Trust in Buyer-Seller Relationships” Journal of Marketing, 51,2, 35- 51.
  • FORNELL, C. (1992), “A National Customer Satisfaction Barometer:
  • The Swedish Experience”, Journal of Marketing, 55, 1–21.
  • FOURNIER, S. ve YAO, J.L., (1997), "Reviving Brand Loyalty: A Reconceptualization Within the Framework of Consumer-Brand Relationships", International Journal of Research in Marketing, 14, 5, 451-72.
  • ENGEl, J., BLACKWELL, R. ve MINIARD, P. (1990), Consumer Behavior, The Dryden Pres, New Jersey.
  • GANESAN, S. (1994) “Determinants of Long Term Orientation in Buyer Seller Relationship”, Journal of Marketing, 58,. 1-19.
  • HOWARD J. ve SHETH J (1969), The Theory of Buyer Behavior, Willey, New York.
  • JACOBY, J. R. ve KYNER D. B. (1973), “Brand Loyalty vs Repeat Purchase Behavior”, Journal of Marketing Research, 10, 1-9.
  • JARVIS, L.P. ve MAYO E.J., (1986), "Winning the Market-Share
  • Game", The Cornell Hotel and Restaurant Administration Quarterly,.73-79.
  • LAU G. H. ve LEE, S. H. (1997), “Consumers Trust in a Brand and Link to Brand Loyalty”, Journal of Market Focused Management,.4, 341- 370.
  • LOUDON, D.L. ve DELLA BITTA A.J., (1993), Consumer Behaviour: Concepts and Applications, McGraw-Hill, London.
  • SELNES F. (1993), “An Examination of the Effects of Product Performance on Brand Reputation, Satisfaction and Loyalty”, European Journal of Marketing, 27, 9, 19-35.
  • SITKIN, S. ve ROTH, N. (1993), "Explaining the Limited Effectiveness of Legalistic ‘Remedies’ for Trust/Distrust", Organization Science, 4, 367-92.
  • TUCKER, W.T. (1964), "The Development of Brand Loyalty", Journal of Marketing Research, 1, 32-38.
  • WESTBROOK, R. A. ve OLIVER, R. L. (1982), "On the Factor Structure of Satisfaction and Related Post-Purchase Measures.", Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 5, 11-14.
  • WESTBROOK, R. A. ve REILLY M. D. (1982), "Value-Percept Disparity: An Alternative to the Disconfirmation of Expectations Theory of Consumer Satisfaction.", Advances in Consumer Research, 10, 256-26

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

Yıl 2009, Cilt: 14 Sayı: 3, 407 - 421, 01.09.2009

  Öğr.Gör.Dr.Tülay Korkmaz Devrani

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

  • AAKER, D. A. (1991), Managing Brand Equity: Capitalizing on theValue of a Brand Name, The Free Press, New York.
  • ALEXANDRIS, K., DIMITRIADIS, N. ve MARKATA, D., (2002),
  • “Can Perceptions of Service Quality Predict Behavioral Intentions? An
  • Exploratory Study in the Hotel Sector in Greece”, Managing Service
  • Quality, 12, 224-232.
  • BALDINGER, A. A. ve RUBINSON, J. (1996), “Brand Loyalty: The Link Between Attitude and Behavior”, Journal of Advertising Research, 36, 6, 22-34.
  • BANKS, S. (1968), “The Relationships of Brand Preferences to Brand Purchase”, H. H. Kassarjian ve T. S. Robertson (der.), Perspectives in Consumer Behavior, Scott, Foresman and Company, Glenview, Illinois, 131-144.
  • BEARDEN, W. O., NETEMEYER, R. G. ve TELL, J. E. (1989), “Measurement of Consumer Susceptibility to Interpersonel Influence”, Journal of Consumer Research, 15, 473-481.
  • BENNET, R. (1996) “Relationship Formation and Governance in
  • Consumer Markets: Transactional Analysis versus the Behavioral
  • Approach”, Journal of Marketing Management, 12, 417-436.
  • BERKMAN H ve GERALD, B. (1981), Store Loyalty, Consumer Behavior Concepts and Strategies, Wadsworth Inc.
  • BLOEMER, J. M. ve KASPER, H. D. (1995) “The Complex Relationship Between Consumer Satisfaction and Brand Loyalty”, Journal of Economic Psychology, 16, 311-329.
  • BROWN, G. H. (1952) “Brand Loyalty- Fact or Fiction”, Advertising Age, 23,9, 52-55
  • BUTLER, J. K. (1991), “Toward Understanding and Measuring Conditions of Trust: Evolution of a Conditions of Trust Inventory”, Journal of Management, 17, 643-663.
  • CRONIN J. J.ve TAYLOR, S. A. (1992), "Measuring Service Quality: A Re-examination and Extention”, Journal of Marketing, 56, 55-68.
  • CUNNINGHAM, R. M. (1961), ‘Customer Loyalty to Store and Brand’, Harvard Business Review, 39 (nov/dec), 127-13.
  • DAY, G. S. (1969), “A Two Dimensional Concept of Brand Loyalty” Journal of Advertising Research, 35, 45-56.
  • DICK, A. S. ve BASU, K. (1994), “Customer Loyalty: Toward an Integrated Conceptual Framework”, Journal of the Academy of Marketing Size, 22, 99-113.
  • DONEY, P. ve CANON, J. (1997), “An Examination of the Nature of Trust in Buyer-Seller Relationships” Journal of Marketing, 51,2, 35- 51.
  • FORNELL, C. (1992), “A National Customer Satisfaction Barometer:
  • The Swedish Experience”, Journal of Marketing, 55, 1–21.
  • FOURNIER, S. ve YAO, J.L., (1997), "Reviving Brand Loyalty: A Reconceptualization Within the Framework of Consumer-Brand Relationships", International Journal of Research in Marketing, 14, 5, 451-72.
  • ENGEl, J., BLACKWELL, R. ve MINIARD, P. (1990), Consumer Behavior, The Dryden Pres, New Jersey.
  • GANESAN, S. (1994) “Determinants of Long Term Orientation in Buyer Seller Relationship”, Journal of Marketing, 58,. 1-19.
  • HOWARD J. ve SHETH J (1969), The Theory of Buyer Behavior, Willey, New York.
  • JACOBY, J. R. ve KYNER D. B. (1973), “Brand Loyalty vs Repeat Purchase Behavior”, Journal of Marketing Research, 10, 1-9.
  • JARVIS, L.P. ve MAYO E.J., (1986), "Winning the Market-Share
  • Game", The Cornell Hotel and Restaurant Administration Quarterly,.73-79.
  • LAU G. H. ve LEE, S. H. (1997), “Consumers Trust in a Brand and Link to Brand Loyalty”, Journal of Market Focused Management,.4, 341- 370.
  • LOUDON, D.L. ve DELLA BITTA A.J., (1993), Consumer Behaviour: Concepts and Applications, McGraw-Hill, London.
  • SELNES F. (1993), “An Examination of the Effects of Product Performance on Brand Reputation, Satisfaction and Loyalty”, European Journal of Marketing, 27, 9, 19-35.
  • SITKIN, S. ve ROTH, N. (1993), "Explaining the Limited Effectiveness of Legalistic ‘Remedies’ for Trust/Distrust", Organization Science, 4, 367-92.
  • TUCKER, W.T. (1964), "The Development of Brand Loyalty", Journal of Marketing Research, 1, 32-38.
  • WESTBROOK, R. A. ve OLIVER, R. L. (1982), "On the Factor Structure of Satisfaction and Related Post-Purchase Measures.", Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 5, 11-14.
  • WESTBROOK, R. A. ve REILLY M. D. (1982), "Value-Percept Disparity: An Alternative to the Disconfirmation of Expectations Theory of Consumer Satisfaction.", Advances in Consumer Research, 10, 256-26
Toplam 36 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

  Öğr.Gör.Dr.Tülay Korkmaz Devrani Bu kişi benim

Yayımlanma Tarihi 1 Eylül 2009
Yayımlandığı Sayı Yıl 2009 Cilt: 14 Sayı: 3

Kaynak Göster

APA Devrani, .Ö.K. (2009). MARKA SADAKATİ ÖNCÜLLERİ: ÇALIŞAN KADINLARIN KOZMETİK ÜRÜN TÜKETİMİ ÜZERİNE BİR ÇALIŞMA. Süleyman Demirel Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 14(3), 407-421.