Marka imajının tutumsal marka sadakati üzerindeki etkisinin incelenmesi: Bingöl otelleri örneği

Bülent Demirağ; Sinan Çavuşoğlu

TR

Marka imajının tutumsal marka sadakati üzerindeki etkisinin incelenmesi: Bingöl otelleri örneği

Öz

Bu çalışmanın amacı, marka imajının tutumsal marka sadakatine olan etkisini belirlemektir. Araştırmanın evrenini Bingöl’de yer alan işletme belgeli ve belediye belgeli tesislerde konaklayan otel müşterileri oluşturmaktadır. Kolayda örneklem yöntemiyle 272 kişiye ulaşılmış olup, kullanılan ölçeklerin geçerlilik ve güvenilirliği test edilmiştir. Araştırma bulgularında, araştırma amacına uygun olarak oluşturulan hipotezler test edilmiştir. Hipotezler korelasyon ve yol analizi ile incelenmiş olup, elde edilen bulgular bu kapsamda yorumlanmıştır. Araştırma sonuçlarına göre marka imajının; tutumsal marka sadakati boyutlarından bilişsel, duygusal ve çabasal boyutlara etkisi olduğu görülmektedir. Ayrıca, marka imajı ve bilişsel, duygusal ve çabasal marka sadakati arasındaki ilişki anlamlı bulunmuştur.

Anahtar Kelimeler

Marka imajı,Tutumsal marka sadakati,Tutumsal marka sadakati boyutları

Kaynakça

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Ayrıntılar

Birincil Dil

Türkçe

Konular

İşletme

Bölüm

Araştırma Makalesi

Yazarlar

Bülent Demirağ ^*
0000-0002-8718-1822
Türkiye

Sinan Çavuşoğlu
0000-0001-9365-8677
Türkiye

Yayımlanma Tarihi

30 Haziran 2019

Gönderilme Tarihi

20 Haziran 2019

Kabul Tarihi

26 Haziran 2019

Yayımlandığı Sayı

Yıl 1970 Cilt: 1 Sayı: 1

IZ

https://izlik.org/JA57FN84JH

APA

Demirağ, B., & Çavuşoğlu, S. (2019). Marka imajının tutumsal marka sadakati üzerindeki etkisinin incelenmesi: Bingöl otelleri örneği. Tourism and Recreation, 1(1), 15-22. https://izlik.org/JA57FN84JH

24661

Tourism and Recreation tarafından yayınlanan eserler Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International Lisence ile lisanslanmaktadır.

Marka imajının tutumsal marka sadakati üzerindeki etkisinin incelenmesi: Bingöl otelleri örneği

Marka imajının tutumsal marka sadakati üzerindeki etkisinin incelenmesi: Bingöl otelleri örneği

Öz

Anahtar Kelimeler

Abstract

Kaynakça

Ayrıntılar

Birincil Dil

Konular

Bölüm

Yazarlar

Yayımlanma Tarihi

Gönderilme Tarihi

Kabul Tarihi

Yayımlandığı Sayı

IZ

Kaynak Göster