Tüketici Temelli Marka Denkliğinin Yeniden Satın Alma Niyeti Üzerindeki Etkileri: Y Kuşağı Akıllı Cep Telefonu Tüketicileri Üzerine Bir Araştırma

Tüketici temelli marka denkliği, işletmelerin, diğer markalara göre rekabet avantajına sahip olmasını sağlayan önemli bir pazarlama stratejisidir. Bu çalışmanın temel amacı tüketici temelli marka denkliğinin tüketicinin yeniden satın alma niyeti üzerindeki etkisini belirlemektir Bu kapsamda, Y kuşağı tüketicileri için cep telefonu alışverişlerinde tüketici temelli marka denkliğinin yeniden satın alma niyeti üzerindeki etkisi belirlenmeye çalışılmıştır. Kolayda örnekleme yöntemi ile yapılan araştırmada 492 öğrenci ile yüz yüze anket çalışması yapılmıştır. Yapılan analizler sonucunda Y kuşağı tüketicileri için tüketici temelli marka denkliğinin cep telefonları için yeniden satın alma niyeti üzerinde etkili olduğu belirlenmiştir.

Anahtar Kelimeler:

Tüketici Temelli Marka Denkliği, Yeniden Satın Alma Niyeti, , Y Kuşağı

The Effects of Consumer-Based Brand Equity on Repurchase Intentions: A Study on Generation-Y Buyers of Smart Phones

Consumer-based brand equity is an important marketing strategy that allows businesses to have a competitive advantage over rival brands. The purpose of this paper is to study the effects of consumer-based brand equity on the repurchase intentions of consumers from generation-Y. For this purpose, the paper considers the case of mobile phones in investigating the effects of consumer-based brand equity on repurchase intentions of a sample of generation-Y consumers, based on surveys conducted face-to-face with 492 students selected through a convenience sampling method. Findings from the study reveal that consumer-based brand equity has a significant effect on the repurchase intentions of generation-Y consumers shopping for mobile phones.

Keywords:

Consumer-based brand equity, Repurchase intention, Generation-Y,

PDF

___

Aaker, D.A. (1996). Building strong brands. New York: The Free Press.
Aaker, D.A. (1991).Managing brand equity: Capitalizing on the value of a brand name. New York: The Free Press.
Aaker, D.A. (1990). Brand extensions: The good, the bad and the ugly. Journal of Management Review, 31(4), 1-8.
Adetunji, R.R., Rashid, S.M. ve Ishak, M.S. (2018). Social media marketing communication and consumer-based brand equity: An account of automotive brands in Malaysia. Malaysian Journal of Communication, 34(1), 1-19.
Adıgüzel, O., Batur, H.Z. ve Ekşili, N. (2014). Kuşakların değişen yüzü ve Y kuşağı ile ortaya çıkan yeni çalışma tarzı: Mobil yakalılar. Süleyman Demirel Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 1(19), 165-182.
Alexandris, K., Dimitriadis, N. ve Markata, D. (2002). Can perceptions of service quality predict behavioral intentions? An exploratory study in the hotel sector in Greece. Managing Service Quality, 12(4), 224–231.
American Marketing Association (2018). Erişim adresi https://www.ama.org/resources/Pages/Dictionary.aspx?dLetter=B.
Assael, H. (1992). Consumer behavior and marketing action, (4th ed.), Boston: PWS-KENT Pub. Company.
Avcılar, M.Y. (2008). Tüketici temelli marka denkliğinin ölçümü. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 17(1), 11-30.
Aydın, G.Ç. ve Başol, O. (2014). X ve Y kuşağı çalışmanın anlamında bir değişme var mı? Ejovoc (Electronic Journal of Vocational Colleges), 4(4), 1-15.
Aydın, G. ve Ülengin, B. (2011). Tüketici temelli marka değerinin finansal performans üzerine etkisi, İTÜ Dergisi/D Mühendislik, 10(2), 58-68.
Ayhün, E.S. (2013). Kuşaklar arasındaki farklılıklar ve örgütsel yansımaları. Muğla Sıtkı Koçman Üniversitesi İktisadi ve İdari Bilimler Fakültesi Ekonomi ve Yönetim Araştırmaları Dergisi, 2(1), 93-112.
Baker, D.A. ve Crompton, J.L. (2000). Quality, satisfaction and behavioral intentions, Annals of Tourism Research, 27(3) 785-804.
Başanbaş, Ş. (2012). Algılanan kalite, tatmin ve bağlılık ilişkisi üzerine otomotiv yan sanayiinde bir araştırma. Pazarlama ve Pazarlama Araştırmaları Dergisi, 10, 15-39.
Bilgi Teknolojileri ve İletişim Kurumu (2019). Türkiye Elektronik Haberleşme Sektörü-Üç aylık pazar verileri raporu-2019-4. Çeyrek. Erişim adresi: https://www.btk.gov.tr/uploads/pages/pazar-verileri/4-ceyrekraporu-2019.pdf.
Bojei, J. ve Hoo, W.C. (2012). Brand equity and current use as the new horizon for repurchase intention of smartphone. International Journal of Business and Society, 13(1), 33–48.
Bravo, G.R., Andrés, E.F. ve Salinas, E.M. (2007). Family as a source of consumer-based brand equity. Journal of Product and Brand Management, 16(3), 188-199.
Chaudhuri, A. ve Holbrook, M. (2001). The chain of effect from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65, 81-93.
Chen, C.F. ve Chang, Y.Y. (2008). Airline brand equity, brand preference, and purchase intentions: The moderating effects of switching costs. Journal of Air Transport Management, 14, 40-42.
Chen, H. (2010). Advertising and generational identity: A theoretical model. Paper presented at the American Academy of Advertising Conference. Proceedings (Online), Erişim adresi https://www.tib.eu/de/suchen/id/BLCP%3ACN076830506.
Cobb-Walgren, C.J. ve Ruble, C.A. (1995). Brand equity, brand preference, and purchase intent. Journal of Advertising, 24(3), 25-41.
Collier, J.E. ve Bienstock, C.C. (2006). Measuring service quality in e-retailing, Journal of Service Research, 8(3), 260-275.
Cronin, J.J. ve Taylor, S. (1992). Measuring service quality-A reexamination and extension. Journal of Marketing, 56, 55-68.
Curtis, T. (2010). Customer satisfaction, loyalty, and repurchase: Meta-analytical review, and theoretical and empirical evidence of loyalty and repurchase differences, (Doktora tezi, Nova Southeastern University, Florida). Erişim adresi https://nsuworks.nova.edu/hsbe_etd/23/.
Çifçi, S. ve Kaya S. (2015). Algılanan marka denkliği, iş tatmini ve duygusal bağlılık düzeyinin, çalışanların marka denkliğine etki farkındalıkları üzerindeki etkileri. Pazarlama ve Pazarlama Araştırmaları Dergisi, 15, 69-88.
Çokluk, Ö., Şekercioğlu, G. ve Büyüköztürk, Ş. (2014). Sosyal bilimler için çok değişkenli istatistik: SPSS ve Lisrel uygulamaları, (4. Baskı), Ankara: Pegem Akademi.
Delahoyde, T.M. (2009). Generational differences in baccalaurate nursing, (Doktora tezi, The Faculty of College of Saint Mary, Nebraska). Erişim adresi https://www.csm.edu/sites/default/files/Delahoyde.pdf.
Deloitte (2017). Global Mobil Kullanıcı Araştırması Raporu, Erişim adresi https://www2.deloitte.com/tr/tr/pages/about-deloitte/articles/deloitte-global-mobil-kullaici-arastirmasi-2017.html
Demir, S. (2018). Lise öğrencilerinde akıllı telefon bağımlılığının duygusal zekâ ile ilişkisinin incelenmesi. (Yayımlanmamış yüksek lisans tezi). Çukurova Üniversitesi Sosyal Bilimler Enstitüsü, Adana.
Dick, A.S. ve Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113.
Dillion, W.R., Madden, T.J., Kirmani, A. ve Mukherjee, S. (2001). Understanding what’s in a brand rating: A model for assessing brand and attribute effects and their relationship to brand equity. Journal of Marketing Research, 38(4), 415–429.
Downing, K. (2006). Next generation: What leaders need to know about the millennials. Leadership in Action, 26(3), 3-6. doi:10.1002/lia.1161.
Erbaş, S. (2018). Tüketici marka bilgisi: Hikâye anlatıcılığı ve kolaj tekniği üzerine bir araştırma, Elektronik Sosyal Bilimler Dergisi, 17(67),1077-1091.
Erdil, T. S. ve Uzun, Y. (2010). Marka Olmak (2. Baskı). İstanbul: Beta Basın Yayın Dağıtım.
Farhat, R. ve Khan, M.B. (2011). Importance of brand personality to customer loyalty: A conceptual study, New Media and Mass Communication, 1, 4-10.
Ferns, B.H. ve Walls, A. (2012). Enduring travel involvement, destination brand equity, and travelers’ visit intentions: A structural model analysis. Journal of Destination Marketing and Management, 1(1–2), 27–35.
Fettahlıoğlu, H.S. ve Sünbül, M.B. (2015). Tüketici etnosentrizmi ve tüketici husumetinin X, Y, Z kuşakları açısından incelenmesi. International Journal of Academic Values Studies, 1, 26-45.
Fisher, K. ve Newton, C. (2014). Transforming the twenty-first-century campus to enhance the net-generation student learning experience: Using evidencebased design to determine what works and why in virtual/physical teaching spaces. Higher Education Research and Development, 33(5), 903-920.
Frank, B., Enkawa, T. ve Schvaneveldt, S.J. (2013). How do the success factors driving repurchase intent differ between male and female customers? Journal of The Academy of Marketing Science, 42(2), 171-185.
Frank, B., Enkawa, T. ve Schvaneveldt, S.J. (2015). The role of ındividualism vs. collectivism in the formation of repurchase intent: A cross-industry comparison of the effects of cultural and personal values. Journal of Economic Psychology, 51, 261-278.
Freeman, K. (2012) Why smartphone-obsessed generation Y can't put down their phones. Erişim adresi https://mashable.com/archive/martphone-obsessed-generation-y.
Furer, O., Ching-Liu, B.S. ve Sudharshan, D. (2002). The relationship between culture and service quality perceptions. Journal of Service Research, 2(4), 355–370.
Garvin, D.A. (1987). Competing on the eight dimensions of quality, Harvard Business Review. Erişim adresi https://hbr.org/1987/11/competing-on-the-eight-dimensions-of-quality.
Gelal, B. (2018). Tüketicilerin cep telefonu marka bağlılığının satın alma kararlarındaki etkisi üzerine bir araştırma. (Yayımlanmamış Yüksek Lisans Tezi). İstanbul Gelişim Üniversitesi Sosyal Bilimler Enstitüsü, İstanbul.
Giovannini, S., Xu, Y. ve Thomas, J. (2015). Luxury fashion consumption and generation Y consumers: Self, brand consciousness, and consumption motivations. Journal of Fashion Marketing and Management, 19(1), 22-40.
Göktaş Kulualp, H. ve Yiğit, M. (2019). Kurumsal imaj algısında fiziki unsurların müşteri sadakatine etkisi: Tarihi otel işletmelerinde bir inceleme. Bolu Abant İzzet Baysal Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 19(2), 497-519.
Griffin, J. (1997). Customer loyalty: How to earn it, how to keep it. San Francisco: Jossey-Bass.
Gürbüz, E., Büyükkeklik, A., Avcılar, M.Y. ve Toksarı, M. (2008). Algılanan hizmet kalitesinin tatmin ve davranışsal niyet üzerine etkisi: Niğde İlindeki süpermarketler üzerine ampirik bir çalışma. Ege Akademik Bakış, 8(2), 785-812.
Heil, J. (2016). The e-quality-satisfaction-loyalty chain and virtual fitting room technologies – an empirical analysis among online shoppers, (Yüksek lisans tezi, University of Twente, Technical University of Berlin, Berlin). Erişim adresi https://essay.utwente.nl/69426/1/Heil_MA_BMS.pdf.
Hellier, P.K, Geursen, G.M., Carr, R.A. ve Rickard, J.A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing 37(11), 1762-1800.
Howe, N. ve Strauss, W. (2000). Millennials rising: The next generations. New York: Vintage Books.
Hsu, Y.-W., Gardner, L., Srinivasan, A. (2014). Exploring the phenomenon of consumer repurchase behaviours in auction websites, Consumer Repurchase Behaviours in Auction Websites, Erişim adresi: http://aisel.aisnet.org/cgi/viewcontent.cgi?article=1661&context=amcis2014.
Huang, C-C., Yen, S-W., Cheng-Yi Liu, C-Y. ve Chang, T-P. (2014). The relationship among brand equity, customer satisfaction, and brand resonance to repurchase intention of cultural and creative industries in Taiwan. The International Journal of Organizational Innovation, 6(3), 106-120.
Hume, M. (2008). Understanding core and peripheral service quality in customer repurchase of the performing arts. Managing Service Quality: An International Journal, 18(4), 349-369.
Hwa, E.T.B., Lee, E.L.W. ve Cheng, R. (2011). Generation Y and choice of mobile service provider: A study on their purchasing decisions in choosing a mobile service provided, Presented At The 2nd International Conference On Business And Economic Research, (2nd ICBER 2011) Proceeding.
Jabnoun, N. ve Khalifa, A. (2005). A customized measure of service quality in the UAE, Managing Service Quality: An International Journal, 15(4), 374-388.
Jeong, M., Oh, H. ve Gregoire, M. (2003). Conceptualizing web site quality and its consequences in the lodging industry. International Journal of Hospitality Management. 22(2), 161–175.
Jones, T.O. ve Sasser, W.E. (1995). Why satisfied customers defect. Harvard Business Review, 73, 88-99.
Kalesaran, M.R., Lapian, J.S. ve Saerang, R.T. (2019). Analyzing the dimension of brand equity toward repurchase intention of kopi kulo in manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 7(4), 5713-5722.
Kantar (2020). Gen Z and Gen Y: What do they want from a smartphone? Erişim adresi https://www.kantarworldpanel.com/global/News/Gen-Z-and-Gen-Y-What-do-they-want-from-a-smartphone.
Karaarslan, İ.A. ve Budak, L. (2012). Üniversite öğrencilerinin cep telefonu özelliklerini kullanımlarının ve gündelik iletişimlerine etkisinin araştırılması, Journal of Yaşar University, 26(7), 4548-4571.
Kavalcı, K. ve Ünal, S (2016). Y ve Z kuşaklarının öğrenme stilleri ve tüketici karar verme tarzları açısından karşılaştırılması. Atatürk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 20(3), 1033-1050.
Keller, L.K. (1993). Conceptualizing, measuring and managing customer-based brand equity, Journal of Marketing, 57, 1–22.
Kian, T.S., Yusoff, W.F.W. ve Rajah, S. (2013). Relationship between motivations and citizenship performance among generation X and generation Y, International Journal of Academic Research in Business and Social Sciences, 3(11), 53-68.
Kim, H. K. ve Lee, T. (2018). Brand equity of a tourist destination. Sustainability, 10(2), 431.
Kim, K.H., Kim, K.K., Kim, D.Y., Kim, J.H. ve Kang, S.H. (2008). Brand equity in hospital marketing, Journal of Business Research, 61(1), 75-82.
Kotler, P. ve Keller, K. (2006). Marketing management (12th ed.). London: Pearson Prentice Hall.
Krejcie, R.V. ve Morgan, D.W. (1970). Determining sample size for research activities, Educational and Psychologıcal Measurement, 30, 607-610.
Kurtuluş, K. (1992) Pazarlama Araştırmaları (4. Basım). İstanbul: Avcıol Basım Yayın.
Kyles, D. (2005). Managing your multigenerational workforce, Strategic Finance, 87(6): 52-55.
Lanza, K. (2008), The antecedents of automotive brand loyalty and repurchase ıntentions, (Doktora tezi, University of Phoenix, Phoenix) Erişim adresi https://media.proquest.com/media/hms/ORIG/2/npZ4I?_s=qEnJdo8npQAHlpywcLUyebjP7Eo%3D.
Lawu, B.J.L. (2015). Pengaruh elemen brand knowledge dan brand equity terhadap repurchase ıntention. Jurnal Manajemen Maranatha, 14(2),197-222.
Lee, J. (2017). The influence of brand equity on repurchase intention: The moderating effects of justice perceptions and attribution. The proceedings of 2nd Business Doctoral and Emerging Scholars Conference. Erişim adresi https://www.ecu.edu.au/__data/assets/pdf_file/0008/769886/2nd-Business-Doctoral-and-Emerging-Scholars-Conference_Proceedings.pdf.
Malthus, S. ve Fowler, C. (2009). Generation Y perceptions, Chartered Accountants Journal, February, 20-22.
Marshall, G. (1999). Sosyoloji Sözlüğü (Çev. Osman Akınhay-Derya Kömürcü), Ankara: Bilim ve Sanat Yayınları.
Mathieu, J.E. ve Zajac, D.M. (1990). A review and meta-analysis of the antecedents, correlates, and consequences of organizational commitment. Psychological Bulletin, 108(2), 171–194.
Meydan, C.H. ve Şeşen, H. (2015). Yapısal eşitlik modellemesi Amos uygulamaları, Ankara: Seçkin Yayınevi.
Molinari, L.K., Abrat, R. ve Dion, P. (2008). Satisfaction, quality and value and effects on repurchase and positive word-of-mouth behavioral intentions in a B2B services context. Journal of Services Marketing, 22(5), 363–373.
Morgan, R.M. ve Hunt, S.D. (1994). The commitment-trust theory of relationship marketing. The Journal of Marketing, 58, 20-38.
Motameni, R. ve Shahrokhi, M. (1998). Brand equity valuation: A global perspective, Journal of Product and Brand Management, 7(4), 275 – 290.
Nagy, S. (2017). The impact of country of origin in mobile phone choice of generation Y and Z, Journal of Management and Training for Industries, 4(2), 16-29.
Nakip, M. (2003). Pazarlama araştırmaları: Teknikler ve (SPSS Destekli) uygulamalar, Ankara: Seçkin Yayıncılık.
Oblinger, D.G. ve Oblinger, J.L. (2005). Is it age or IT: First steps toward understanding the net generation. D.G. Oblinger ve J.L. Oblinger (Ed.), Educating the net generation, a educause içinde (2.1-2.20.ss.) e-Book. Erişim adresi www.educause.edu/educatingthenetgen/, ISBN 0-9672853-2-1.
Odin, Y., Odin, N. ve Florence, P.V. (2001). Conceptual and operational aspects of brand loyalty: An empirical investigation, Journal of Business Research, V01.53(2), 75-84.
Oh, H. (1999). Service quality, customer satisfaction, and customer value: A holistic perspective, International Journal of Hospitality Management, 18(1), 67-82.
Olaru, D., Purchase, S. ve Peterson, N. (2008). From customer value to repurchase intentions and recommendations. Journal of Business and Industrial Marketing, 23(8): 554-565.
Oliver, R.L. (1999). Whence consumer loyalty? Journal of Marketing, 63, 33-44.
Özkan, M. ve Solmaz, B. (2015). Mobile addiction of generation Z and its effects on their social lifes, Procedia-Social and Behavioral Sciences, 205, 92–98.
Özdamar, K. (2002). Paket programlar ile istatistiksel veri analizi, Eskişehir: Kaan Kitabevi.
Pan, Y., Sheng, S. ve Xie, F.T. (2012). Antecedents of customer loyalty: An empirical synthesis and reexamination. Journal of Retailing and Consumer Service, 19(1), 150–158.
Pappu, R., Quester, P.G. ve Cooksey, R. (2005). Consumer-based brand equity: improving the measurement – empirical evidence. Journal of Product and Brand Management, 14(3), 143-154.
Parasuraman, A., Zeithaml, V.A. ve Berry, L.L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41– 50.
Pather, P. (2017). Brand equity as a predictor of repurchases intention of male branded cosmetic products in South Africa. Business and Social Science Journal, 1(3), 193-247.
Pınar, M., Nardalı, S., Alkibay, S., ve Girard, T. (2017). Türkiye Süper Ligi’nin marka değerlerini etkileyen faktörlerin öneminin ve performansının değerlendirilmesi. Pazarlama ve Pazarlama Araştırmaları Dergisi, 19, 103-122.
Prasad, K. ve Dev, C.S. (2000). Managing hotel brand equity: A customer-centric framework for assessing performance. The Cornell Hotel and Restaurant Administration Quarterly, 41(3), 22-31.
Punniyamoorthy, M. ve Mohan, R.M.P. (2007). An empirical model for brand loyalty measurement. Journal of Targeting. Measurement and Analysis for Marketing, 15(4), 222-233.
Putrevu, S. ve Lord, K.R. (1994). Comparative and noncomparative advertising: Attitudinal effects under cognitive and affective involvement conditions. Journal of Advertising, 23(2), 77-91
Qin, H. ve Prybutok, V.R. (2008). Determinants of customer-perceived service quality in fast food restaurants (FFRs) and their relationship to customer satisfaction and behavioral intentions. Quality Management Journal, 15(2), 35-50.
Reichheld, F.F. (1993) Loyalty-based management. Harvard Business Review, 2, 64-73.
Reisenwitz, T., H. ve Iyer, R. (2009). Differences in generation X and generation Y: Implications for the organization and marketers, The Marketing Management Journal, 19(2), 91-103.
Ruane, L. (2014). Exploring Generation Y consumers' fashion brand relationships. (Doktora tezi, National University Of Ireland Galway, Galway) Erişim adresi https://aran.library.nuigalway.ie/bitstream/handle/10379/4395/2014RuanePhD.pdf?sequence=1&isAllowed=y.
Saha, G.C. ve Theingi (2009). Service quality, satisfaction, and behavioural intentions a study of low-cost airline carriers in Thailand, Managing Service Quality, 19(3), 350-372.
Schumacker, R.E. ve Lomax, R.G. (2004). A begginner’s guide to structural equation modelling (2nd Ed.). Mahwah: Lawrence Erlbaum.
Severi, E., Ling, K.C. ve Nasermoadeli, A. (2014). The impacts of electronic word of mouth on brand equity in the context of social media. International Journal of Biometrics, 9, 84.
Shukla, P. (2009). Impact of contextual factors, brand loyalty and brand switching on purchase decisions. Journal of Consumer Marketing, 26(5), 348-357
Simon, C.J. ve Sullivan, M.W. (1993). The measurement and determinants of brand equity. A Financial Approach. Marketing Science, 12(1), 28–52.
Skiba D. J. (2005). The Millennials: Have they arrived at your school of nursing?. Nursing Education Perspectives, 25(6), 370-371.
Suh, J. C. ve Yi, Y. (2006). When brand attitudes affect the customer satisfaction-loyalty relation: The moderating role of product involvement. Journal of Consumer Psychology, 16(2), 145-155.
Süral Özer, P., Eriş, E.D. ve Timurcanday Özmen Ö.N. (2013). Kuşakların farklılaşan iş değerlerine ilişkin emik bir araştırma. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, 38, 123-142.
Şenturan, Ş., Köse, A., Dertlic, M.E., Başak, S. ve Şentürk, N. (2016). X ve Y Kuşağı yöneticilerinin iş değerleri algısı ve farklılıkları üzerine inceleme. Business and Economics Research Journal, 7(3), 171-182.
T´obi, I. ve T¨or˝ocsik, M. (2013). A fiatalok fogyaszt´asa, tartalomfogyaszt´asa (Consumption and Content Consumption of Young Adults), Irodalomkutat´as (Literature Review), University of P´ecs.
Taşkın, Ç. ve Akat, Ö. (2010). Tüketici temelli marka değerinin yapısal eşitlik modelleme ile ölçümü ve dayanıklı tüketim malları sektöründe bir araştırma. İşletme ve Ekonomi Araştırmaları Dergisi, 1(2), 1-16.
Tauber, E. M. (1988). Brand leverage: Strategy for growth in a cost-control world, Journal of Advertising Research, 28, 26-30.
Taylor, S. ve Baker, T. (1994). An assessment of the relationship between quality and customer satisfaction in the formation of consumers’ purchase intentions. Journal of Retailing, 70(2), 163-178.
Tekin, M. (2015). Çalışma yaşamında kuşaklar ve işe yönelik tutumlarının incelenmesi. (Yayımlanmamış yüksek lisans tezi). Isparta, Süleyman Demirel Üniversitesi Sosyal Bilimler Enstitüsü, Isparta.
Toksarı, M. ve İnal, M.E. (2011). Tüketici temelli marka değerinin ölçümü: Kayseri'de otomobil kullanıcıları üzerine bir uygulama. Çağ University Journal of Social Sciences, 8(2), 69-97.
Tolba, A.H. ve Hassan, S.S. (2009). Linking customer‐based brand equity with brand market performance: A managerial approach. Journal of Product and Brand Management, 18(5), 356–366.
Toruntay, H. (2011). Takım rolleri çalışması: X ve Y kuşağı üzerinde karşılaştırmalı bir araştırma. (Yayınlanmamış yüksek lisans tezi). İstanbul Üniversitesi Sosyal Bilimler Enstitüsü İşletme Anabilim Dalı, İstanbul.
Türk Dil Kurumu, http://www.tdk.gov.tr
Uzunkaya, T. (2016). Marka sadakatinin tekrar satın alma niyetine etkisi ve GSM sektöründe bir araştırma. Beykent Üniversitesi Sosyal Bilimler Dergisi, 9(2), 58-67.
Virvilaite, R., Tumasonyte, D. ve Sliburyte, L. (2015). The influence of word of mouth communication on brand equity: Receiver perspectives. Procedia - Social and Behavioral Sciences, 213, 641–646.
Yaşin, B., Zulfugarova, N., Uysal, A. ve Doumbia, F. (2017). Marka otantikliğinin tüketici temelli marka denkliği üzerindeki etkisi. Uluslararası İktisadi ve İdari İncelemeler Dergisi, 22. UPK Ahmet Hamdi İslamoğlu Özel Sayısı, 127-144.
Yazgan, H.İ., Çatı, K. ve Kethüda, Ö. (2014). Tüketici temelli marka denkliğinin ağızdan ağıza pazarlamaya etkisi. Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi, 15(1), 237-252.
Yıldız, E. (2015). Ağızdan ağıza iletişimin tüketici temelli marka denkliği boyutlarına etkileri: Marka imajının aracılık rolü. Business and Economics Research Journal, 6(3), 163-181.
Yoo, B. ve Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(6), 1–14.
Yoo, B., Donthu, N. ve Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195-211.
Zeithaml, V. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of the evidence. Journal of Marketing, 52(3), 2-22.
Zeithaml, V.A., Berry, L. L. ve Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2): 31-46.
Zemke, R., Raines, C. ve Filipczak, R. (1999). Generations at work: Managing the clash of veterans, boomers, xers and nexters in your workplace. New York: Amacom