Tüketici temelli marka değerinin kişisel bilgisayar satın alma niyeti üzerine etkisi: Antakya’da bir çalışma

Son yıllarda işletmeler, marka yaratarak farklılaşmakta ve bu farklılık, önemli bir rekabet avantajı sağlamaktadır. Tüketicilerin markayı nasıl değerlendirdiklerini bilmek önemlidir. Dolayısıyla, tüketiciler açısından markayı değerli kılan faktörlerin saptanmasına gereksinim vardır. Bu çalışmada, marka farkındalığı, algılanan kalite, marka imajı ve marka bağlılığı ile tüketici temelli marka değeri arasındaki ilişkiler incelenmektedir. Ek olarak çalışma, kişisel bilgisayar sektöründe tüketici temelli marka değeri ile satın alma niyeti arasındaki ilişkiyi sınamaktadır. Araştırma, Hatay-Antakya il merkezinde ikamet eden bilgisayar kullanıcısı hane halkını kapsamaktadır. Anakütlenin tamamına ulaşmak mümkün olmadığından kolayda örnekleme gerçekleştirilmiştir. Toplam 389 kişiye ulaşılmıştır. Sonuçlar, “algılanan kalite”, “marka imajı”, “marka farkındalığı” ve “marka bağlılığının” kişisel bilgisayar sektöründe tüketici temelli marka değerini olumlu yönde etkilediğini göstermektedir. Tüketici temelli marka değeri ise satın alma niyeti ile pozitif ilişkilidir. Ayrıca, marka farkındalığı, marka imajı, cinsiyet ve öğrenim düzeyi ile marka bağlılığı arasında ilişki bulunmuştur.

The effect of consumer-based brand equity on personel computer purchase intention: A study in Antakya

In resent years, a brand is a powerful mean of differentiation, and that differentiation provides a significant competitive advantage for firms. Knowing how consumers assess a brand is important. For this reason, we need to determine the factors which affect to consumer- based brand equity. In this study, the relationships among brand awareness, perceived quality, brand image, brand loyalty and consumer-based brand equity have been examined, separately. Additionally, the study is extended to investigate the relationship between consumer-based brand equity and purchase intention in the personal computer sector. The research setting is Hatay-Antakya-Turkey. The data used in this study drawn from consumers using personal computer and living in centre of Antakya. Because of not available to receive all of the consumers in the population, convenience sampling has been used. The sample consists of 389 persons. The findings show that there are positive relationships among consumer-based brand equity in the personal computer sector and brand awareness, perceived quality, brand image, brand loyalty, separately. Consumer-based brand equity also influences positively to consumer’s purchase intention. It’s also noted that there are positive relationships among brand loyalty and brand awareness, brand image, consumer education level, consumer’s gender.

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