Tüketici Temelli Marka Değerinin Ölçümü: Kayseri’de Otomobil Kullanıcıları Üzerine Bir Uygulama

Son yıllarda işletmeler, tüketiciler için değer yaratma konusunda çok fazla çaba göstermekte ancak tüketici istek ve ihtiyaçlarının hızla değişmesiyle bu değişime ayak uydurmada yetersiz kalmaktadırlar. Bu çerçevede bu araştırmada, tüketici temelli marka değerini oluşturan boyutları incelemek ve geçerliliğini test etmek için, Kayseri’de yaşayan 1200 otomobil kullanıcısına yönelik bir anket çalışması yapılmış ve anket formu aracılığıyla elde edilen verilerin iç tutarlılığının hesaplanması için güvenilirlik analizi (Cronbach’s Alpha) uygulanarak veriler çok değişkenli istatistik analizler için hazırlanmıştır. Verilerin daha anlamlı ve özet bir biçimde sunulması için çok değişkenli bir analiz türü olan Keşifsel Faktör Analizi uygulanmıştır

Anahtar Kelimeler:

Marka, Marka Değeri, Tüketici Temelli Marka Değeri

The Measurement of Consumer Based Brand Equity: An Applıcation on Automobile Users in Kayseri

In recent years, businesses try hard to create value for consumers, but they are insufficient to keep pace with the changes because of rapidly changing consumer demands and needs. Furthermore, a survey has been conducted to the drives from Kayseri to examine and test the validity of the dimensions of consumer based brand equity 1200 car and made a survey questionnaire for the calculation of internal consistency reliability of the data obtained through the analysis (Cronbach's Alpha) by performing a very multivariate statistical analysis has been prepared for. For a more meaningful presentation of the data and a summary of the exploratory factor analysis was applied which is a multivariate analysis

Keywords:

Brand, Brand Equity, Customer Based Brand Equity,

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