Perakende Marka Değerinin Öncülleri: IKEA Markası Üzerinde Bir Araştırma

Marka değeri* kavramı tüketici satın alma davranışında önemli bir role sahip olduğu için, hem sektörel hem de akademik açıdan yoğun ilgi görmektedir. Özellikle rekabetin giderek yoğunlaştığı perakende sektörü için perakende marka değeri ve öncülleri arasındaki ilişkileri tespit etmek önemli bir rekabetçi avantaj sağlayabilir. Perakende marka değeri öncülleri arasındaki ilişkilere göre daha etkin pazarlama stratejileri oluşturulabilir. Bu çalışmanın amacı da; perakende sektöründe yer alan IKEA markası için perakende marka değeri öncülleri arasındaki ilişkileri "yapısal eşitlik modelleme" ile incelemek ve elde edilen model sonuçlarına göre pazarlama stratejileri önermektir. Araştırmanın ana kütlesini, Bursa il merkezinde yaşayan ve IKEA'dan en az bir defa alışveriş yapmış olan tüketiciler oluşturmaktadır. Araştırma için oluşturulan anket ile 2016 yılının Haziran ve Temmuz aylarında veri toplama işlemi gerçekleştirilmiştir. Araştırma bulguları, modelde yer alan çeşitlilik, iletişim ve hizmet unsurlarının perakende marka değeri üzerinde olumlu etkisi olduğunu, iletişimin ise en fazla etkisi olan öncül olduğunu göstermiştir.

Antecedents of Retail Brand Equity: A Research on IKEA Brand

Brand equity gets much attention from both academicians and practitioners because it has an important role in consumer buying behavior. It is especially important to determine the relationships between the brand equity and its antecedents in the retail industry, where the competition is severe, as it helps to get competitive advantage. Marketing strategies can be developed according to the relationships between the antecedents of the retailer brand equity. The aim of this study is to examine the relationships between the antecedents of retail brand equity of the brand IKEA by structural equation modelling and propose marketing strategies based on the model results. The sample of this study consists of consumers who live in the center of Bursa and have shopped from IKEA at least once. The data were collected by a structured questionnaire in June and July 2016. Findings of the research indicate that assortment, communication and service variables have positive effects on retail brand equity. Communication is found as the antecedent that has the biggest effect on retail brand equity.

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