MARKA İNOVATİFLİĞİ, ALGILANAN KALİTE VE MARKA SADAKATİ ARASINDAKİ İLİŞKİ

İnovatiflik büyümeye ve karlılığa yol açması nedeniyle firmalar için sürdürülebilir rekabet avantajıgeliştirmektedir. Literatürde inovatiflik, ürün ve firma düzeyinde yoğun bir şekilde ele alınmasına rağmen, markadüzeyinde çok sayıda araştırma bulunmamaktadır. Bu bağlamda, çalışmanın amacı, algılanan marka inovatifliği,algılanan kalite ve marka sadakati arasındaki ilişkiyi incelemektir. Bu amaca yönelik olarak bir araştırmamodeli geliştirilmiş ve test edilmiştir. Çalışma kapsamında, 364 üniversite öğrencisi üzerinde yüz yüze anketçalışması yapılmıştır. Araştırıma modelinin yapı güvenilirliğini ve geçerliliğini test etmek için doğrulayıcı faktöranalizi uygulanmış ve model, yapısal eşitlik modellemesi ile test edilmiştir. Çalışma sonuçları, algılanan markainovatifliğinin ve kalitenin, marka sadakatinin önemli öncülleri olduğunu göstermektedir. Ayrıca, çalışmanınbulguları, tüm kavramlar beraberce değerlendirildiğinde, marka yenilikçiliği ile marka sadakati arasındaki ilişkinindolaylı olduğunu da göstermektedir.

Keywords:

Marka, İnovasyon, Marka inovatifliği, Algılanan kalite Marka sadakati,

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