ORTAK MARKALAMADA YENİ PERSPEKTİF: KREDİ KARTLARI ORTAK MARKALAMANIN ALGILANAN FAYDASI İLE MARKA AŞKI İLİŞKİSİ VE BİR UYGULAMA

Markaların zenginleştirilmesinde ve genişletilmesinde kullanılan stratejiler arasında yer alan ortak markalama, havayolu şirketlerinin marka yönetiminde kullandıkları önemli bir yöntemdir. Havayolu ortak markalı kredi kartlarını kullanan tüketicilerin geleneksel kredi kartlarına göre algıladıkları faydalar daha fazladır. Havayolu milleri kazanma, ücretsiz park hizmetleri, havalimanı ayrıcalıklı hizmet temini gibi birçok alanda avantajlı seyahat kazanmanın bu ortak markalı ürünler ile tüketicilerin marka bağlılığının artacağı görülmektedir. Bu çalışma, havayolu ortak markalı kredi kartlarının algılanan faydası ile marka aşkı ilişkisini tespit etme üzerine temellendirilmiştir. Araştırmada her iki değişkenin tüm faktörlerinin birbirleri üzerinde pozitif açıklayıcı etkisi tespit edilmiştir.

Anahtar Kelimeler:

Ortak markalama, Kredi Kartları Ortak Markalamanın Algılanan Faydası, Marka Aşkı

NEW PERSPECTIVE OF THE CO-BRANDING: THE RELATIONSHIP BETWEEN THE PERCEIVED BENEFIT OF CO-BRANDED CREDIT CARDS AND THE BRAND LOVE AND A RESEARCH

Co-branding, one of the strategies used in the enrichment and expansion of brands, is an important method used by airlines corporations in brand management. Consumers using airline co-branded credit cards have more perceived benefits than traditional credit cards. It is seen that the brand loyalty of consumers will increase with these co-branded products, which are advantageous travels in many areas such as airline mil win, free parking services, airport privileged service theme. This study is based on determining the relationship between perceived benefit of co-branded credit cards and brand love. A positive explanatory effect of all the factors of both variables on each other was determined in the study

Keywords:

Co-branding, Perceived Benefit of Co-branded Credit Cards, Brand Love,

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