Ağızdan Ağıza İletişim İle Tüketici Odaklı Marka Değeri Arasındaki İlişkinin İncelenmesi: Tur Operatörleri ve Seyahat Acenteleri Müşterileri Üzerine Bir Uygulama

Main purpose of this study is to measure the effect of WOM on consumer based brand equity. For this purpose, results of the questionnaire, applied on German, Russian and English tourists who came to Muğla for holiday purpose through the travel agencies, are given. The survey data which is applied to 1500 participants were examined by canonical correlation analysis after factor analysis. The importance of this study has 3 tenets; its sample size, its approach to co-analyze WOM and brand value conceps and its canonic correlation analysis implementation in tourism literature. This research puts forward that, 19 % of the WOM is explained by brand value, while 23 % of the brand value is explained by WOM

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