Aysel ERCİŞ, Şükrü YAPRAKLI, M. Kemal YILMAZ, Polat CAN

KİŞİSEL DEĞERLER İLE MARKA DEĞERİ ARASINDAKİ İLİŞKİLER

Son yıllarda pazarda aynı ürün grubunda çok fazla sayıda marka olması rekabeti güç ve çetin kılmaktadır. Bu durum ise fiziksel faydalardan çok marka ve değer yaratma gibi soyut kavramların ön plana çıkmasına sebep olmuştur. İşletmeler markalamayı önemli bir rekabet ve farklılık aracı olarak görmüşlerdir. Bunun sonucunda ise marka, farklılık oluşturmada önemli bir faktör olmuştur. Çünkü iyi bir marka ürüne değer katan önemli bir unsurdur. Sürekli çoğalan markalar sayesinde tüketiciler ve markalar arasındaki ilişkiler karmaşık bir hal almıştır. Tüketici sahip olduğu kişisel değerler ile benzer davranışlar sergilemektedir. Buradan hareketle bu çalışmada kişisel değerler ile marka değeri boyutları arasındaki ilişkiler incelenmiştir. Elde edilen sonuçlar, tüketicilerin kişisel değerleri ile marka değeri boyutları arasında anlamlı ilişkiler olduğunu göstermektedir.

Anahtar Kelimeler:

Değer, Kişisel Değerler, Marka Değeri, Marka Değeri Boyutları, Marka Yönetimi

So many firms which are in the product group in market do competition hard and powerful. This situation caused the prominence of concept such as creating brand and value rather than physical benefits. According to firms, branding is a significant competition and differences . As a result of this, the brand is an important factor to become difference. Because a good brand is a significant component giving a quality to product. The relationships between consumers and brands are getting complex than continuously increasing brands. The consumer displays the same behavior with its own personal value. From this result, the relationships between personal values and the dimensions of the brand equity were surveyed in this study. The results from the present study show that there are important relationships between personal values of the consumers and the dimensions of the brand equity.

Keywords:

Value, Personal Values, Brand Equity, Brand Equity’s Dimensions, Brand Management,

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