Denizli İlinin Tüketici Temelli Marka Değeri Algısı: Karşılaştırmalı Bir Araştırma

Öz Günümüzde rekabet yalnızca işletmeler arasında değil aynı zamanda şehirler ve ülkeler arasında da yaşanmaktadır. Şehirler ve ülkeler daha fazla ziyaretçi ve yatırımcı çekerek ekonomilerini kalkındırmak için pazarlama faaliyetlerinde markalaşmaya önem vermektedirler. Bu çalışmanın amacı, Denizli ilinin; sakinleri, ziyaretçileri ve Pamukkale Üniversitesi öğrencilerinin tüketici temelli marka değeri algısını ölçmektir. Ayrıca bu gruplar arasındaki farklılıkları ortaya koymak ve marka değerini oluşturan boyutları, cinsiyet faktörünü dikkate alarak incelemektir. Araştırmada nicel araştırma yöntemlerinden, anket tekniği kullanılmış, 530 kişi ile birebir görüşme yapılmıştır. Elde edilen verilerin analizinde, betimsel analizlerden, güvenilirlik analizi, Pearson korelasyon analizi ve bağımsız örneklem t-testi gibi istatistiksel testlerden yararlanılmıştır. Araştırma sonucunda, ziyaretçilerin ve sakinlerin Denizli ilinin marka değeri algısının öğrencilere göre daha yüksek düzeyde olduğu; erkek katılımcıların, kadın katılımcılara göre sadece marka imajı boyutunda daha yüksek algıya sahip olduğu tespit edilmiştir. Ayrıca ziyaretçiler arasında, kadın katılımcılar, erkek katılımcılara göre, marka farkındalığı ve algılanan kalite boyutunda daha yüksek algıya sahiptir.

Anahtar Kelimeler:

Şehir Markalaşması, Şehir Pazarlaması, Marka Değeri

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