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Uluslararası İktisadi ve İdari İncelemeler Dergisi

1307-9832 1307-9859

Kenan ÇELİK

10.18092/ulikidince.353284

MARKA OTANTİKLİĞİNİN TÜKETİCİ TEMELLİ MARKA DEĞERİ ÜZERİNDEKİ ETKİSİ

THE EFFECT OF BRAND AUTHENTICITY ON CONSUMER BASED BRAND EQUITY

Yaşin

Bahar

İSTANBUL ÜNİVERSİTESİ Zulfugarova

Nargiz

İSTANBUL ÜNİVERSİTESİ Uysal

Adem

İSTANBUL ÜNİVERSİTESİ Doumbıa

Fahatie

İSTANBUL ÜNİVERSİTESİ

12 26 2017

127 144 11 15 2017 12 24 2017

2008

Uluslararası İktisadi ve İdari İncelemeler Dergisi

Tüketicilerinürün ve hizmet tercihinde belirsizliğin arttığı durumlarda, gerçekçi olma,özgün olma, güvenilir olma, sürekli yani devamlılığı olma, orijinal olma vedoğal olma gibi kavramları içeren otantiklik, marka başarısında önemlietmenler arasında yerini almış ve tüketicilerin referans alacağı birkaynak olmuştur. Hızlı servis operasyon tipinde faaliyet gösteren markalarayönelik marka otantikliğinin ölçülmesi ile marka otantikliğinin tüketicitemelli marka değeri üzerindeki etkisinin araştırıldığı bu çalışma, hızlı servis/yemek operasyon tipindefaaliyet gösteren işletmelerden alışveriş yapan tüketicilere yönelik yüz yüze anket uygulanarak gerçekleştirilmiştir.Verilerin analizinde ve araştırma hipotezlerinin test edilmesinde keşfedicifaktör analizi, doğrulayıcı faktör analizi ve yapısal eşitlik modeliuygulanmıştır. Araştırma sonucunda, orijinallik ve güvenirlik/doğallık boyutlarının, markaotantikliğinin ölçülmesindeanlamlı etkileri olduğu ve marka otantikliğinin, genel marka değeri üzerindeki etkisininyüksek olduğu görülmüştür.

In times of increasinguncertainty within the preferences of product and service, authenticityincluding concepts such as individuality,reliability, continuity, originality and naturalness has become a fundamentalhuman resource and a major factor for brand success. The goal of this study is to measure brand authenticity andthe effect of the brand authenticity on brand equity with the consumer-based perspective. Research data was obtained viaface to face survey method from consumers who bought at fast food servicebusinesses. Exploratory factor analysis, confirmatory factor analyses and structural equationmodeling were employed to investigate the hypothesized relationships. As aresult of the research, it has been found that originality,reliability/naturalness dimensions have significant effects on the measurementof brand authenticity. In addition, it was observed that overall brand authenticityhas high effect on overall brand equity.

Marka Otantikliği Tüketici Temelli Marka Değeri Fast Food Markaları Yapısal Eşitlik Modeli

Brand Authenticity Consumer Based Brand Equity Fast Food Brands Structural Equation Model

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