Marka farkındalığı ve marka imajı unsurlarına karşı tüketici algıları üzerine bir araştırma
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Dosyalar
Tarih
2010
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Selçuk Üniversitesi İktisadi ve İdari Bilimler Fakültesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Tüketim kültürünün rekabetçi koşullarında, sürdürülebilir bir güç elde edebilmek için firmaların, varlıklarını temsil eden markaları her açıdan besleyerek değer katmaları gerekmektedir. Marka farkındalığı ve olumlu marka imajları yaratmak firmaları etkileyen önemli faktörlerdendir. Bu çalışmada marka bilgisi unsurları olarak değerlendirilen marka farkındalığı ve marka imajı unsurlarına karşı tüketici algıları ortaya konulmuştur. Araştırmada, Düzce ilinde ikamet etmekte olan ve tesadüfi örnekleme yöntemi ile seçilen 400 kişi üzerinde anket uygulaması yapılmıştır. Beğenmeli ürün grubundan spor ayakkabı ürün grubu ele alınmıştır. Bu grup içinden Adidas markası, Düzce ilinde 50 kişi ile yapılan küçük bir ön-test ile en çok bilinen spor markası olarak ele alınmıştır. Sonuçlar SPSS 15.0 programında One-Way ANOVA ve Tukey testleri ile değerlendirilmiştir.
In the competitive conditions of the culture of consumption, to have a sustainable power firms have to improve the value of their brands by fostering them in every aspect. Creating brand awareness and positive brand images are important factors that affect firms. In this study, the element of brand awareness, which is estimated as the knowledge of brand and the perception of consumers against the element of brand image are presented. In the research, a questionnaire was done on 400 people who live in Düzce and were chosen randomly. Among the preferable product group, sneakers were chosen as a product group. In that group Adidas brand was handled as a well-known brand whose results were received with a small In the competitive conditions of the culture of consumption, to have a sustainable power firms have to improve the value of their brands by fostering them in every aspect. Creating brand awareness and positive brand images are important factors that affect firms. In this study, the element of brand awareness, which is estimated as the knowledge of brand and the perception of consumers against the element of brand image are presented. In the research, a questionnaire was done on 400 people who live in Düzce and were chosen randomly. Among the preferable product group, sneakers were chosen as a product group. In that group Adidas brand was handled as a well-known brand whose results were received with a small In the competitive conditions of the culture of consumption, to have a sustainable power firms have to improve the value of their brands by fostering them in every aspect. Creating brand awareness and positive brand images are important factors that affect firms. In this study, the element of brand awareness, which is estimated as the knowledge of brand and the perception of consumers against the element of brand image are presented. In the research, a questionnaire was done on 400 people who live in Düzce and were chosen randomly. Among the preferable product group, sneakers were chosen as a product group. In that group Adidas brand was handled as a well-known brand whose results were received with a small preliminary questionnaire done on 50 people in Düzce. Results were evaluated on SPSS 15.0 program with One-Way ONOVA and test of Tukey.
In the competitive conditions of the culture of consumption, to have a sustainable power firms have to improve the value of their brands by fostering them in every aspect. Creating brand awareness and positive brand images are important factors that affect firms. In this study, the element of brand awareness, which is estimated as the knowledge of brand and the perception of consumers against the element of brand image are presented. In the research, a questionnaire was done on 400 people who live in Düzce and were chosen randomly. Among the preferable product group, sneakers were chosen as a product group. In that group Adidas brand was handled as a well-known brand whose results were received with a small In the competitive conditions of the culture of consumption, to have a sustainable power firms have to improve the value of their brands by fostering them in every aspect. Creating brand awareness and positive brand images are important factors that affect firms. In this study, the element of brand awareness, which is estimated as the knowledge of brand and the perception of consumers against the element of brand image are presented. In the research, a questionnaire was done on 400 people who live in Düzce and were chosen randomly. Among the preferable product group, sneakers were chosen as a product group. In that group Adidas brand was handled as a well-known brand whose results were received with a small In the competitive conditions of the culture of consumption, to have a sustainable power firms have to improve the value of their brands by fostering them in every aspect. Creating brand awareness and positive brand images are important factors that affect firms. In this study, the element of brand awareness, which is estimated as the knowledge of brand and the perception of consumers against the element of brand image are presented. In the research, a questionnaire was done on 400 people who live in Düzce and were chosen randomly. Among the preferable product group, sneakers were chosen as a product group. In that group Adidas brand was handled as a well-known brand whose results were received with a small preliminary questionnaire done on 50 people in Düzce. Results were evaluated on SPSS 15.0 program with One-Way ONOVA and test of Tukey.
Açıklama
Anahtar Kelimeler
Marka, Marka tercihi, Marka imajı, Tercihler, Satınalma, Marka farkındalığı, Marka tatmini, Marka güveni, Brand, Brand preference, Brand image, Purchasing, Brand awareness, Brand satisfaction, Brand trust
Kaynak
Selçuk Üniversitesi İktisadi ve İdari Bilimler Fakültesi Sosyal ve Ekonomik Araştırmalar Dergisi
WoS Q Değeri
Scopus Q Değeri
Cilt
10
Sayı
19
Künye
Cop, R., Baş, Y. (2010). Marka farkındalığı ve marka imajı unsurlarına karşı tüketici algıları üzerine bir araştırma. Selçuk Üniversitesi İktisadi ve İdari Bilimler Fakültesi Sosyal ve Ekonomik Araştırmalar Dergisi, 10, (19), 321-340.
