Levnt ÖZKOÇAK

Özel Etkinlikler İçin Genişletilmiş Tüketici Odaklı Marka Denkliği Modeli Önerisi - Efes Pilsen Blues Festivali Örneği

Marka denkliği ve pazarlama iletişim literatürü göz önüne alındığında, markaların ve onlara ait ürünlerin marka denkliğinin geniş çapta araştırıldığı görülmüştür. Ancak markalara ait hizmetlerin ve hizmet sunan markaların tüketici özelindeki denkliğinin araştırılmasına yönelik çalışmalar eksik kalmıştır. Bu çalışmada özel etkinlik olarak değerlendirilen hizmet sunumlarının tüketici odaklı marka denkliğinin ölçüm araçlarının neler olabileceği araştırılmıştır. Özel etkinliklerin tüketici odaklı marka denkliğinin araştırılmasında pazarlama iletişimi ve marka literatürü ile rekreasyon ve turizm literatüründen yararlanılmıştır. Bu bağlamda özel etkinliklerin tüketici odaklı marka denkliğinin ölçümlenmesinde etkinlik motivasyonu, etkinlik ilginliği tümsel marka denkliği ve deneyim, ölçüm modelinde kullanılan değişkenler olmuştur. Model testinde yer alan değişkenlerin, modeli büyük ölçüde açıkladığı görülmüştür (R2=0,72) Model önerisinde etkinlik deneyimi aracı değişken olarak belirlenmiştir. Araştırma sonuçları göstermiştir ki deneyim, özel etkinlikler için genişletilmiş marka denkliği modelinde kısmi aracılık etmektedir. Diğer bir değişle etkinliği deneyimleyenler ile deneyimlemeyenler arasında anlamlı bir fark olduğu görülmüştür.

A Model Suggestion of Extended Consumer-Based Brand Equity For Special Events – Efes Pilsen Blues Festival Case-

In consideration of brand equity and marketing communica-tions literature, it had seen that brands and their products brand equity had been investigated in related fields. However, service brands and brands’ services brand equity measurements haven’t investigated as much as products brand equity. This study aims to explain the variables of special events’ consumer-based brand eq-uity as a service. Tourism and recreation literature also investigated to identify consumer-based brand equity for special events. In this context, event motivations, event involvement, overall brand equity and brand experience had been determined as variables of consum-er-based brand equity for special events model measurement. All variables explained the model to a great extent (R 2 =0,72). In the study, the experience variable had been determined as a mediator variable and results have shown that the experience variable has a partial mediator effect on consumer-based brand equity for special events. In other words, there are significant differences between the people who attended events as compared to those who didn’t.

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