PAZARLAMA FAALİYETLERİNİN VE AİLENİN TÜKETİCİ TEMELLİ MARKA DEĞERİ BOYUTLARINA ETKİSİ

Öz Marka değeri kavramı son zamanlarda pazarlama literatüründe çok fazla dikkat çekmekte ve araştırılmaktadır. Çünkü pazarda çok fazla sayıda firma olması, işletmeleri ürünlerini farklılaştırmak ve rekabet avantajı sağlamak zorunda bırakmaktadır. Đşletmeler somut varlığı olan ürünlerini pazarda konumlandırmak için reklâm, fiyat ve promosyon gibi pazarlama faaliyetlerine ağırlık vermektedirler. Bu pazarlama faaliyetleri neticesinde ürün pazarda belirli bir konum edinmektedir. Bu konumu sağlamlaştırmak içinse bu ürünün kimliğinin yani markasına bazı değerlerin kazandırılması gerekmektedir. Bu pazarlama faaliyetlerinin marka değerini oluşturmadaki etkisinin belirlenmesinden hareketle, araştırmada reklâm, fiyat ve promosyon gibi pazarlama faaliyetleri ve ailenin marka farkındalığı, marka çağrışımı ve algılanan kalite ve marka bağlılığından oluşan marka değeri boyutlarına etkisini araştırmak amaçlanmıştır. Araştırma kapsamına, Erzurum Büyükşehir Merkezinde yaşayan 18-35 yaş arası genç yetişkinler alınmıştır. Verilerin analizinde ortalama, frekans dağılımı, açımlayıcı faktör analizi ve yapısal eşitlik modeli kullanılmıştır. Yapılan bu analizlerin sonucunda oluşturulan araştırma modelinin araştırma yapılan saha ve ürün grubu açısından uygun olduğu, pazarlama faaliyetlerinin ve ailenin marka değeri boyutlarını etkilediği belirlenmiştir.

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