{"id":3118,"date":"2015-09-15T17:01:43","date_gmt":"2015-09-15T14:01:43","guid":{"rendered":"http:\/\/www.berjournal.com\/?p=3118"},"modified":"2015-09-15T17:01:43","modified_gmt":"2015-09-15T14:01:43","slug":"agizdan-agiza-iletisimin-tuketici-temelli-marka-degeri-boyutlarina-etkileri-marka-imajinin-aracilik-rolu","status":"publish","type":"post","link":"https:\/\/www.berjournal.com\/tr\/agizdan-agiza-iletisimin-tuketici-temelli-marka-degeri-boyutlarina-etkileri-marka-imajinin-aracilik-rolu","title":{"rendered":"A\u011f\u0131zdan A\u011f\u0131za \u0130leti\u015fimin T\u00fcketici Temelli Marka De\u011feri Boyutlar\u0131na Etkileri: Marka \u0130maj\u0131n\u0131n Arac\u0131l\u0131k Rol\u00fc"},"content":{"rendered":"\n\n\n\n
Makale Bilgileri<\/td>\n<\/tr>\n
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Dergi:<\/td>\n\u0130\u015fletme ve Ekonomi Ara\u015ft\u0131rmalar\u0131 Dergisi<\/td>\n<\/tr>\n
Makalenin Ba\u015fl\u0131\u011f\u0131:<\/td>\nA\u011f\u0131zdan A\u011f\u0131za \u0130leti\u015fimin T\u00fcketici Temelli Marka De\u011feri Boyutlar\u0131na Etkileri: Marka \u0130maj\u0131n\u0131n Arac\u0131l\u0131k Rol\u00fc<\/td>\n<\/tr>\n
Yazar(lar):<\/td>\nErkan Y\u0131ld\u0131z<\/td>\n<\/tr>\n
Cilt:<\/td>\n6<\/td>\n<\/tr>\n
Say\u0131:<\/td>\n3<\/td>\n<\/tr>\n
Y\u0131l:<\/td>\n2015<\/td>\n<\/tr>\n
Sayfa:<\/td>\n163-181<\/td>\n<\/tr>\n
ISSN:<\/td>\n1309-2448<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/td>\n<\/tr>\n
\u00d6z<\/td>\n<\/tr>\n
G\u00fcn\u00fcm\u00fcz t\u00fcketicisi bilgi ve ileti\u015fim olanaklar\u0131n\u0131n artmas\u0131yla sat\u0131\u015f maksad\u0131 i\u00e7eren a\u015f\u0131r\u0131 bilgiye maruz kalmaktad\u0131r. T\u00fcketiciler bu bilgileri de\u011ferlendirebilecek hem yeterli zamana sahip de\u011fildir hem de yo\u011fun bilgi ortam\u0131nda \u00e7evresinden edindi\u011fi sat\u0131\u015f maksatl\u0131 olmayan \u00f6nerilere daha fazla ihtiya\u00e7 duymaktad\u0131r. T\u00fcketicilere a\u011f\u0131zdan a\u011f\u0131za ileti\u015fimle \u00e7evrelerinden ula\u015fan bilgiler sat\u0131n alma kararlar\u0131nda da etkin olabilmektedir. G\u00fcn\u00fcm\u00fczde pazara benzer t\u00fcrde mal ve hizmet sunan \u00e7ok say\u0131da i\u015fletmenin var olmas\u0131 rekabetin \u015fiddetli ya\u015fanmas\u0131na neden olmaktad\u0131r. Yo\u011fun rekabet ortam\u0131nda i\u015fletmelerin uzun d\u00f6nemde hayatta kalabilmeleri, t\u00fcketiciler i\u00e7in bir de\u011fer ifade eden ve s\u00fcrekli sat\u0131n alma iradelerini ortaya koyacaklar\u0131 g\u00fc\u00e7l\u00fc bir markaya ve marka de\u011ferine sahip olmalar\u0131na ba\u011fl\u0131d\u0131r. Bu \u00e7al\u0131\u015fman\u0131n amac\u0131, a\u011f\u0131zdan a\u011f\u0131za ileti\u015fimin t\u00fcketici temelli marka de\u011ferinin alt boyutlar\u0131 olan; marka fark\u0131ndal\u0131\u011f\u0131, marka \u00e7a\u011fr\u0131\u015f\u0131m\u0131, alg\u0131lanan kalite ve marka sadakatine etkilerini ara\u015ft\u0131rmakt\u0131r. Ayn\u0131 zamanda marka imaj\u0131n\u0131n bu ili\u015fkideki arac\u0131l\u0131k rol\u00fcyle ilgili tespitler yapmakt\u0131r. Bu ama\u00e7la Ankara ilinde mobil telefon abonesi olan 384 t\u00fcketicinin kat\u0131l\u0131m\u0131yla bir \u00e7al\u0131\u015fma yap\u0131lm\u0131\u015ft\u0131r. Ara\u015ft\u0131rmada veriler kolayda \u00f6rnekleme metoduyla online anket y\u00f6ntemiyle toplanm\u0131\u015ft\u0131r. Hipotezlerin testleri ve arac\u0131l\u0131k etkisinin tespiti i\u00e7in yap\u0131sal e\u015fitlik modellemesi kullan\u0131lm\u0131\u015ft\u0131r. Ara\u015ft\u0131rma sonucunda; a\u011f\u0131zdan a\u011f\u0131za ileti\u015fimin t\u00fcketici temelli marka de\u011ferinin b\u00fct\u00fcn boyutlar\u0131 \u00fczerinde pozitif y\u00f6nde anlaml\u0131 etkileri oldu\u011fu g\u00f6zlemlenmi\u015ftir. Ayn\u0131 zamanda marka imaj\u0131n\u0131n; marka fark\u0131ndal\u0131\u011f\u0131, marka \u00e7a\u011fr\u0131\u015f\u0131m\u0131 ve marka sadakati boyutlar\u0131 \u00fczerinde tam arac\u0131l\u0131k, alg\u0131lanan kalite boyutu \u00fczerinde de k\u0131smi arac\u0131l\u0131k etkisine sahip oldu\u011fu belirlenmi\u015ftir.<\/td>\n<\/tr>\n
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Anahtar Kelimeler:<\/td>\nA\u011f\u0131zdan a\u011f\u0131za ileti\u015fim, t\u00fcketici temelli marka de\u011feri, marka imaj\u0131<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/td>\n<\/tr>\n
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JEL S\u0131n\u0131fland\u0131rmas\u0131:<\/td>\nM31, M39<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

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\r\n \"https:\/\/www.berjournal.com\/tr\/wp-content\/uploads\/icons\/pdf.gif\"\r\n <\/td>\r\n \r\n \r\nTam Metin\r\n<\/b> ( \u2193<\/span> 3067)<\/a> <\/td>\r\n <\/tr>\r\n<\/table><\/p>\n
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Makale Bilgileri Dergi: \u0130\u015fletme ve Ekonomi Ara\u015ft\u0131rmalar\u0131 Dergisi Makalenin Ba\u015fl\u0131\u011f\u0131: A\u011f\u0131zdan A\u011f\u0131za \u0130leti\u015fimin T\u00fcketici Temelli Marka De\u011feri Boyutlar\u0131na Etkileri: Marka \u0130maj\u0131n\u0131n Arac\u0131l\u0131k Rol\u00fc Yazar(lar): Erkan Y\u0131ld\u0131z Cilt: 6 Say\u0131: 3 Y\u0131l: 2015 Sayfa: 163-181 ISSN: 1309-2448 \u00d6z G\u00fcn\u00fcm\u00fcz t\u00fcketicisi bilgi ve ileti\u015fim olanaklar\u0131n\u0131n artmas\u0131yla sat\u0131\u015f maksad\u0131 i\u00e7eren a\u015f\u0131r\u0131 bilgiye maruz kalmaktad\u0131r. T\u00fcketiciler bu bilgileri de\u011ferlendirebilecek […]<\/p>\n

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