MARKA OTANTİKLİĞİNİN TÜKETİCİ TEMELLİ MARKA DEĞERİ ÜZERİNDEKİ ETKİSİ

Yıl 2017, 22. UPK Ahmet Hamdi İSLAMOĞLU Özel Sayısı, 127 - 144, 26.12.2017

Bahar Yaşin Nargiz Zulfugarova , Adem Uysal , Fahatie Doumbıa

https://doi.org/10.18092/ulikidince.353284

Cited By: 2

Öz

Tüketicilerin
ürün ve hizmet tercihinde belirsizliğin arttığı durumlarda, gerçekçi olma,
özgün olma, güvenilir olma, sürekli yani devamlılığı olma, orijinal olma ve
doğal olma gibi kavramları içeren otantiklik, marka başarısında önemli
etmenler arasında yerini almış ve tüketicilerin referans alacağı bir
kaynak olmuştur. Hızlı servis operasyon tipinde faaliyet gösteren markalara
yönelik marka otantikliğinin ölçülmesi ile marka otantikliğinin tüketici
temelli marka değeri üzerindeki etkisinin araştırıldığı bu çalışma, hızlı servis/yemek operasyon tipinde
faaliyet gösteren işletmelerden alışveriş yapan tüketicilere yönelik yüz yüze anket uygulanarak gerçekleştirilmiştir.
Verile­rin analizinde ve araştırma hipotezlerinin test edilmesinde keşfedici
faktör analizi, doğrulayıcı faktör analizi ve yapısal eşitlik modeli
uygulanmıştır. Araştırma sonucunda, orijinallik ve güvenirlik/doğallık boyutlarının, marka
otantikliğinin ölçülmesinde
anlamlı etkileri olduğu ve marka otantikliğinin, genel marka değeri üzerindeki etkisinin
yüksek olduğu görülmüştür.

Anahtar Kelimeler

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

THE EFFECT OF BRAND AUTHENTICITY ON CONSUMER BASED BRAND EQUITY

Öz

In times of increasing
uncertainty within the preferences of product and service, authenticity
including concepts such as individuality,
reliability, continuity, originality and naturalness has become a fundamental
human resource and a major factor for brand success.  The goal of this study is to measure brand authenticity and
the effect of the brand authenticity on brand equity with the consumer-based perspective. Research data was obtained via
face to face survey method from consumers who bought at fast food service
businesses. Exploratory factor analysis, confirmatory factor analyses and structural equation
modeling were employed to investigate the hypothesized relationships. As a
result of the research, it has been found that originality,
reliability/naturalness dimensions have significant effects on the measurement
of brand authenticity. In addition, it was observed that overall brand authenticity
has high effect on overall brand equity.

Anahtar Kelimeler

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

Kaynakça

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