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AİDİYET OLGUSUNUN DESTİNASYON MARKA KİŞİLİĞİ ALGISINA ETKİSİ ÜZERİNE BİR ARAŞTIRMA

Destinasyon olarak marka kişiliklerinin yönetilmesi, şehirlere önemli kazançlar sağladığından, bu konuda ciddi çabalar sarf edilmektedir. Bir şehirde yaşayan bireylerin, o şehri nasıl algıladıkları, marka kişiliklerini anlamak için oldukça önemlidir. Destinasyon marka kişiliği konusunda, mikro düzeyde yapılan bu çalışmada, doğum yerinin yaşanan yer ile aynı olup olmamasının marka kişiliği algısına etkisinin tespiti amaçlanmıştır. Aksoy ve Özsomer'in, Aaker(1997)'den ülkemize uyarladıkları 39 maddelik Marka Kişiliği Ölçeği kullanılmıştır. Trabzon şehrinde yaşayan 519'u Trabzon, 539'u diğer illerin nüfusuna kayıtlı toplam 1058 kişi ile anket yapılmıştır. Analizlerde faktör analizi ve bağımsız örneklem t testi kullanılmıştır. Trabzon'da yaşayan, Trabzon doğumlu olanlar ile Trabzon doğumlu olmayanlar arasında marka kişiliği algısı arasında anlamlı farklar ortaya çıkmıştır. Aynı şehirde yaşayan, ancak o şehirde doğmayan bireylerin, şehri algılamaları arasındaki fark, "aidiyet" kavramının marka kişiliği algısını etkilediğini göstermektedir

RESEARCH ON THE EFFECT OF THE ATTACHMENT PHENOMENON ON DESTINATION BRAND PERSONALITY PERCEPTION

The management of brand personalities as a destination provides significant benefits for the cities, therefore, serious efforts are made in this regard. How individuals living in a city perceive that city is important to understand the brand personalities. In this study which was carried out at the micro level regarding the destination brand personality, it was aimed to determine the effect of the fact whether the place of birth is the same with the place of residence on the brand personality perception. The 39-item Brand Personality Scale, which was adapted to our country from Aaker (1997) by Aksoy and Özsomer, was used. The survey was conducted with a total of 1058 people living in Trabzon, 519 of whom were registered in the register of Trabzon province and 539 of whom were registered in the register of other provinces. The factor analysis and Independent Samples T Test were used in the analyses. Significant differences emerged in terms of the brand personality perception between those living in Trabzon, those who were born in Trabzon and those who were not born in Trabzon. The difference between the city perceptions of the individuals who live in the same city but were not born in that city indicates that the concept of "attachment" affects the brand personality perception

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