KURUMSAL SOSYAL SORUMLULUK ALGISININ TÜKETİCİ TEMELLİ MARKA DENKLİĞİ BİLEŞENLERİ ÜZERİNDEKİ ETKİSİNİN YAPISAL EŞİTLİK MODELLEMESİ İLE ANALİZİ

Bu çalışmanın amacı, kurumsal sosyal sorumluluk algısının tüketici temelli marka denkliği bileşenleriüzerindeki etkilerini belirlemektir. Bu çerçevede, çalışma TR81 Düzey 2 Bölgesi olarak ifade edilenZonguldak, Karabük ve Bartın illerindeki XYZ marka araçları tercih eden 357 tüketici üzerindegerçekleştirilmiştir. Yapısal eşitlik modellemesi çerçevesinde elde edilen analiz sonuçlarına görekurumsal sosyal sorumluluk algısını oluşturan çalışanlara saygı, hayırseverlik faaliyetleri ve tüketicileresaygı faaliyetlerinin, tüketici temelli marka denkliği bileşenlerinden olan marka farkındalığı/çağrışımını, algılanan kaliteyi ve marka sadakatini önemli bir şekilde etkilediği tespit edilmiştir. Busonuçlar çerçevesinde tüketici temelli marka denkliği algısını artırmak isteyen işletmelerin, kurumsalsosyal sorumluluk faaliyetlerine önem vermesi gerekmektedir.

ANALYZING THE IMPACT OF CORPORATE SOCIAL RESPONSIBILITY PERCEPTION ON CONSUMER-BASED BRAND EQUITY COMPONENT THROUGH STRUCTURAL EQUATION MODELING

The aim of this study is to determine the impact of corporate social responsibility perception on consumerbased brand equity component. In this context, the study was performed on 357 consumers choosing XYZ brand cars in cities of Zonguldak, Karabuk and Bartin which are stated as TR81 Level 2 region. According to analysis results obtained within the scope of structural equation modeling; it was determined that respect activities to workers creating corporate social responsibility perception and to charity activities and consumers affected brand awareness/ connotation, perception quality and brand loyalty of consumerbased brand equity component in an important way. Within the scope of these results, businesses who want to increase perception of consumer-based brand equity have to pay attention to corporate social responsibility activities.

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Ekonomik ve Sosyal Araştırmalar Dergisi-Cover

ISSN: 1306-2174
Yayın Aralığı: Yılda 2 Sayı
Başlangıç: 2005
Yayıncı: Abant İzzet Baysal Üniversitesi İktisadi ve İdari Bilimler Fakültesi