MARKA ÖZGÜNLÜĞÜNÜN MARKA TERCİHİ, MÜŞTERİ TATMİNİ VE MARKA SADAKATİ ÜZERİNDEKİ ETKİLERİ: BİLGİSAYAR MARKALARI ÜZERİNE BİR ARAŞTIRMA

Sunulan ürün ve hizmetlerin tek başına yeterli olmadığı günümüz ortamında tüketiciler, kendileri için bir anlam ifade edebilecek, kendisini diğer markalardan farklılaştıracak ve özgün bir değere sahip olan markaları tercih etmektedirler. Özgün olmak işletmeler açısından önemli bir unsur olarak görülmektedir. Ancak işletmeler ve literatür açısından artan önemine rağmen, marka özgünlüğüne yönelik olarak yapılan çalışmalar oldukça kısıtlıdır. Bu araştırmanın amacı, günümüzde markalar açısından fark yaratan bir unsur olarak özgünlük kavramının pazarlama dinamikleri açısından irdelenmesi ve tüketicilerin tercihleri, tatmin dereceleri ve marka sadakatleri üzerindeki etkisinin incelenmesidir. Bilgisayar markalarına yönelik olarak yapılan araştırmada, 415 tüketiciye ulaşılmış ve verilerin analizinde yapısal eşitlik modeli kullanılmıştır. Araştırma sonucunda tüketicilere farklı deneyimler sunan, güvenilir vaatlerde bulunan ve bunları gerçekleştiren markaların, tüketicilerin tercihlerini önemli ölçüde biçimlendirdikleri görülmektedir

HE EFFECTS OF BRAND AUTHENTICITY ON BRAND PREFERENCES, CUSTOMER SATISFACTION AND BRAND LOYALTY: A STUDY ON COMPUTER BRANDS

Today's consumers have become more conscious and selective. They prefer to choose brands which have, make sense for them, differentiate themselves from other brands and have an authentic value. Become authentic is seen as crucial element for companies under these circumstances. However, despite the increasing importance of authenticity in terms of business and literature, there are limited numbers of studies in the extant literature. The aim of this research is to analyze effects of the concept of authenticity, which is an element that makes difference for brands in these days, on the consumer preferences, satisfaction degrees and brand loyalty. The survey was conducted to 415 personal computer owners and we aimed to investigate authenticity perception of computer brands. The proposed model was tested structural equation modelling (SEM). The results of this study show that consumers intend to prefer brands that offer a unique experience and deliver on their brand promises

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Kaynak Göster

  • ISSN: 1300-0845
  • Yayın Aralığı: Yılda 2 Sayı
  • Başlangıç: 1994
  • Yayıncı: Marmara Üniversitesi

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