METEHAN TOLON, KADRİ GÖKHAN YILMAZ, Ali AYCI

Logo Değişimlerinin Marka Bağlılığına Etkisi: Türkiye Converse ve Fanta Araştırması

Amaç – Markalaşma çalışmaları günümüz rekabetçi ortamında işletmeleri farklılaştıran en önemli unsur olarak görülmektedir. Markanın gözle görünür unsuru olan logo ve buna yönelik çalışmalar da bu kapsamda ele alındığında markanın tercih edilmesi ve kalıcı olması noktasında oldukça önemlidir. Süreçte pek çok işletme logo değişimleri yapmak suretiyle konumlarını pekiştirmek istemekte, bunların bir kısmı olumlu bir kısmı ise olumsuz tepkiler almaktadır. Bu çalışma kapsamında logo değişimine giden Converse ve Fanta markalarının üniversite öğrencileri üzerindeki etkileri ortaya konmaya çalışılmıştır. Yöntem – Araştırma, Ankara Hacı Bayram Veli Üniversitesi’nde eğitim gören işletme bölümü son sınıf öğrencileri üzerine kurgulanmıştır. Araştırmanın evreni bu bölümde son sınıfta eğitim gören 482 öğrenciden oluşmaktadır. Veri toplama yöntemi olarak anket yöntemi kullanılmıştır. Ankette marka bağlığı, satın alma niyeti ve logo değişimine yönelik sorulardan oluşan ölçeklere yer verilmiştir. Kolayda örnekleme yöntemi ile toplanan veriler belirlenen hipotezleri açıklamak amacıyla SPSS programında analiz edilmiştir. Çalışma kapsamında frekans, t-testi, basit regresyon ve korelasyon analizlerinden yararlanılmıştır. Bulgular – Araştırma sonuçlarına göre Converse markasında logo değişimi öncesi ve sonrasında markaya karşı tutum ve satın alma niyeti açısından istatistiksel olarak anlamlı bir fark çıkarken, logo değişimi ve marka bağlılığı açısından istatistiksel olarak anlamlı bir sonuca ulaşılamamıştır. Fanta markasında ise markaya karşı tutumda istatistiksel olarak anlamlı fark çıkarken, satın alma niyeti açısından anlamlı farka rastlanmamış ve logo değişiminin markaya bağlılığı etkilediği sonucuna ulaşılmıştır. Tartışma – Değişim her alanda işletmeler açısından çok önemli bir olgu ve kavramdır. Özellikle toplumsal değişim ve dönüşümü fark edemeyen ve bu dönüşümü öngöremeyen işletmeler rekabet üstünlüğü açısından zorluk yaşamaktadırlar. Logo değişimi de bu noktada önemli kararlardan biridir. Dolayısıyla işletmeler logo değişimleri kararlarını verirlerken hedef kitlelerinin satın alma niyetleri ve marka bağlılıklarını ne düzeyde etkileyeceğine dikkat etmek durumundadırlar.

(The Effects of Logo Changes on Brand Loyalty: A Research Converse and Fanta Brands in Turkey)

Purpose – The branding activities is seen as the most important factor that differentiates businesses in today's competitive environment. The logo, which is the visible element of the brand, is also very important in terms of the preference and permanentness of the brand. In the process, many businesses want to reinforce their positions by making logo changes; however, positive and negative reactions can be recieved about these changes. Within the scope of this study, the effects of changing logos of Converse and Fanta brands on university students are tried to be revealed. Design/methodology/approach – This research was based on senior students of the department of business administration at Ankara Hacı Bayram Veli University. The population of the research is 482 students of the last year of the department of business administration and survey method was used as data collection method. The questionnaire included scales consisting of questions about brand loyalty, purchase intention and logo change. Data collected by easy sampling method were analyzed in SPSS program to explain the hypotheses. Frequency, t-test, simple regression and correlation analysis were used in the study. Findings – According to the results of the research, there was a statistically significant difference between Converse brand before and after the logo change in terms of attitudes towards the brand and purchase intention, but no statistically significant result was found in terms of logo change and brand loyalty. In the Fanta brand, there was a statistically significant difference in attitude towards the brand, but no significant difference was found in terms of intention to purchase. In this respect, it was concluded that exchange of logo affects loyalty to the brand. Discussion – Changing is a very important phenomenon and concept for businesses in every field. In particular, enterprises that are unable to recognize and anticipate social change and transformation face difficulties in terms of competitive advantage. Logo change is also an important decision at this point therefore, when making decisions about logo changes, companies have to pay attention to the extent to which their target audience will affect their purchase intentions and brand loyalty.

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