Pınar BAŞGÖZE, Öznur ÖZKAN TEKTAŞ, Canan ERYİĞİT

FİRMA KREDİBİLİTESİ ve REKLAMA YÖNELİK TUTUMUN MARKA DENKLİĞİ BOYUTLARI ÜZERİNDEKİ ETKİLERİNİN İNCELENMESİ

Amaç: Tüketici temelli marka denkliği, işletmelerin müşterileri ile daha uzun soluklu ilişkiler geliştirmesi noktasında stratejik öneme sahiptir. Markaların pazarlama iletişimi faaliyetleri, hedef kitlenin markaya yönelik daha kolay bilgi edinmesini ve tepki vermesini sağlayarak iletişim verimliliğini ve marka denkliğini olumlu yönde etkileyebilecektir. Dolayısıyla bu çalışmanın amacı, firma kredibilitesi ve tüketicilerin reklama yönelik tutumlarının, tüketici temelli marka denkliği boyutları üzerindeki etkilerinin saptanmasıdır. Yöntem: Tanımlayıcı, nicel tasarıma sahip çalışmada, spor endüstrisinde faaliyet gösteren bir firma özelinde 210 bireysel tüketiciden anket yöntemiyle veri toplanmıştır. Ankette; reklama yönelik tutum, firma kredibilitesi, tüketici temelli marka denkliği ölçekleri yer almaktadır. Marka denkliği; marka sadakati, algılanan kalite ve marka farkındalığı/çağrışımları olmak üzere 3 boyutla ölçülmektedir. Hipotezlerin test edilmesi için toplanan veriye Yol Analizi uygulanmıştır. Bulgular: Çalışmanın sonuçlarına göre, firma kredibilitesi marka sadakatini istatistiksel olarak anlamlı düzeyde olumlu etkilemektedir. Benzer şekilde, firma kredibilitesinin algılanan kalite üzerinde istatistiksel olarak anlamlı düzeyde olumlu etkisi vardır. Özgünlük: Çalışma, önceki çalışmalardan farklı olarak, reklama yönelik tutum ile firma kredibilitesinin, tüketici temelli marka denkliğinin alt boyutları üzerindeki etkilerini ayrı ayrı incelemesi bakımından literatüre katkı sağlar niteliktedir.

Anahtar Kelimeler:

Firma Kredibilitesi, Reklama Yönelik Tutum, Marka Denkliği.

Purpose: Customer-based brand equity has strategic importance as it allows companies to build long-term customer relationships. Besides, according to the literature, marketing communication activities of brands can provide information to the customer and obtain customer reaction, thus, positively affect communication efficiency and brand equity. So, the aim of this study is to examine the effects of corporate credibility and attitude towards advertisement on dimensions of consumer-based brand equity. Methodology: The study is designed as quantitative, descriptive research, and the data is gathered from 210 individual consumers via questionnaire for a company operating in sports industry. The questionnaire includes; attitudes towards advertisement, brand credibility and brand equity scales. Also brand equity scale has 3 dimensions that consist of brand loyalty, perceived quality and brand awareness/associations. In order to test the hypotheses, path analysis was conducted. Findings: According to the results of path analysis, corporate credibility has significant positive effects on brand loyalty. In addition corporate credibility has also positive effects on perceived quality. Finally corporate credibility has positive effects on brand awareness. Originality: Unlike previous studies, this study, contributes to the literature through examining the distinct effects of corporate credibility and attitude toward advertisement on dimensions of brand equity individually.

Keywords:

Corporate Credibility, Attitude Towards Advertisement, Brand Equity.,

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