Ankara Üniversitesi TÖMER’in Tüketici Temelli Marka Denkliği Bileşenlerinin Analizi

TÖMER, 1984 yılında yabancılara Türkçe öğretmek amacıyla “Türkçe Öğretim Merkezi” adıyla kurulmuştur. Kurum, Avrupa Dil Pasaportu verme yetkisi alan ilk dil merkezidir. “TÖMER” markası, 2013 yılında tescil edilmiştir. Bu çalışmada TÖMER’in marka denkliği bileşenleri incelenmiştir. Marka denkliği, marka ismine bağlı olarak ürünün artan değeridir. Marka denkliği yüksek olan markalar daha fazla tercih edilmektedir. Marka denkliği bileşenleri, marka çağrışımı, marka farkındalığı, marka sadakati ve algılanan kaliteden oluşmaktadır. Araştırmada örneklem seçimine gidilmeden, kayıtlı 2983 öğrenciye anket uygulanmış ve 1801 öğrenciden (% 60,4) geri dönüş sağlanmıştır. Elde edilen sonuçlara göre; marka çağrışımı yüksek düzeyde bulunmuş, ancak TÖMER’e yönelik algılanan kalite ve marka sadakatinin orta düzeyde olduğu saptanmıştır. Ayrıca marka sadakati ile marka çağrışımı, farkındalığı ve algılanan kalite bileşenleri arasındaki ilişki çoklu regresyon analizi ile araştırılmış; algılanan kalitenin marka sadakati üzerinde diğer değişkenlere göre daha etkili olduğu görülmüştür. Marka denkliği bileşenlerinin kullanıldığı bir faktör analizi yardımıyla TÖMER’in marka denkliği hesaplanmış ve bu denkliğin orta düzeyde olduğu belirlenmiştir.

The Analysis of Customer Based Brand Equity Components of Ankara University TÖMER

TÖMER was founded in 1984 in order to teach Turkish to the foreigners under the name of “Turkish Education Center”. This institution is the first language center that has the right to give European Language Passport. The brand “TÖMER” is registered in 2013. In this paper, the brand equity components of TÖMER have been investigated. Brand equity is the increasing value of the product based on the brand name. The brands with high brand equity are preferred more. The components of brand equity are brand association, brand awareness, brand loyalty and perceived quality. In this study, a questionnaire is applied to the 2983 registered students without choosing a sample, and a feedback is obtained from 1801 students (60,4%). The findings show that the brand association is found to be high, but the perceived quality of TÖMER and its brand loyalty are in medium level. In addition, the relation between brand loyalty and brand association, brand awareness and perceived quality components is investigated through a multiple regression analysis. It is observed that the perceived quality has a higher impact on brand loyalty relative to the other variables. The brand equity of TÖMER is computed through a factor analysis that uses brand equity components and it is found as medium level.

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