Tüketici Temelli Marka Değerinin Ölçümü

Günümüzün yoğun rekabet ortamında tüketici temelli marka değerinin ölçülmesi ve zaman içerisinde bu değerin izlenmesi işletmeler için oldukça önemlidir Bireysel tüketici perspektifinden marka değer yapısının kavramsallaştırılması ve ölçülmesine yönelik literatürde çok sayıda araştırma bulunmasına rağmen tüketici temelli marka değerinin kavramsal yapısının ne olduğu ve bu değerin nasıl ölçüleceği konusunda tam bir görüş birliği bulunmamaktadır Bu çalışmanın amacı pazarlama literatüründe yer alan tüketici temelli marka değerini oluşturan boyutları incelemek ve bu boyutların geçerliliğini tespit etmektir Bu çalışmada tüketici temelli marka değeri Aaker’in 1991 marka değer modeli temel alınarak marka farkındalığı markadan algılanan kalite marka çağrışımları ve marka sadakati boyutlarından oluşan dört boyutlu bir yapı olarak kavramsallaştırılmıştır Tüketici temelli marka değerini oluşturan boyutları incelemek ve bu boyutların geçerliliğini test etmek için Niğde Üniversitesi öğrencilerine yönelik bir araştırma gerçekleştirilmiştir Tüketici temelli marka değerini oluşturan boyutların geçerliliğini test etmek için doğrulayıcı faktör analizi kullanılmış önerilen model iki farklı ulusal çikolata markası için test edilmiştir Analiz sonuçları dört boyuttan oluşan tüketici temelli marka değeri yapısının geçerli olduğunu doğrulamaktadır Anahtar Kelimeler: Marka Değeri Marka Farkındalığı Markadan Algılanan Kalite Marka Çağrışımları ve Marka Sadakati

Anahtar Kelimeler:

Marka Değeri, Marka Farkındalığı, Markadan Algılanan Kalite

Tüketici Temelli Marka Değerinin Ölçümü

The measurement and tracking of consumer based brand equity is very important to businesses in today’s competitive market place There has been a large amount of published research aimed at conceptualizing and measuring the construct of brand equity from the point of view of individual consumer still no consensus about what consumer based brand equity means and how a firm measure the consumer based brand equity The purpose of this study is to examine and validate the dimensions of consumer based brand equity construct in the marketing literature In this study consumer based brand equity conceptualized based on the Aaker’s 1991 brand equity model as a four dimensional construct consisting of brand awareness perceived brand quality brand associations and brand loyalty To examine and validate the dimensions of consumer based brand equity an empirical study was conducted in Niğde University students Confirmatory factor analysis was used to test validity of dimensions of consumer based brand equity construct; the proposed model was tested for two different national chocolate brands Analysis results confirm the hypothesized four dimensional structure Keywords: Brand Equity Brand Awareness Perceived Brand Quality Brand Associations and Brand Loyalty

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