Markaların “işlevsel, sembolik ve deneyimsel” yararlarına ilişkin tüketici değerlendirmelerinin incelenmesi

Bu araştırma, tüketicilerin değerlendirmeleri açısından ürün ve markaların işlevsel, sembolik ve deneyimsel yarar boyutlarının farklılaşıp-farklılaşmadığını belirlemek amacıyla yürütülmüştür. Aksaray Üniversitesi’ndeki öğrencilerden oluşan bir örneklemden, amaca uygun oluşturulan bir ölçek yoluyla toplanan veriler, tüketicilerin ürün ve markalara yönelik değerlendirmelerinin bu yarar boyutları açısından farklılaştığına işaret etmektedir. Sonuçlar yoluyla, gerek alanyazına gerekse işletmelere ya da marka yöneticilerine önemli ipuçları sağlamanın yanında, çeşitli öneriler de geliştirilmiştir.

Examining consumers’ evaluations of the brands’ functional, symbolic, and experiential benefits

This research is conducted to determine whether the products’ and the brands’ functional, symbolic and experiential benefit dimensions differentiate in terms of consumers’ evaluation or not. Analysis of the data gathered by an appropriate scale from a sample which is consisted of Aksaray University students, indicated that the consumers’ brand and product evaluations differentiate in terms of benefit dimensions. Through the results it is not only provided clues both to the literature and to enterprises or brand managers, but also led to develop various proposals.

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