{"id":3402,"date":"2016-09-14T20:48:34","date_gmt":"2016-09-14T17:48:34","guid":{"rendered":"http:\/\/www.berjournal.com\/?p=3402"},"modified":"2016-09-16T02:17:35","modified_gmt":"2016-09-15T23:17:35","slug":"a-research-on-the-measurement-of-consumer-based-brand-equity-in-automobile-sector","status":"publish","type":"post","link":"https:\/\/www.berjournal.com\/tr\/a-research-on-the-measurement-of-consumer-based-brand-equity-in-automobile-sector","title":{"rendered":"Otomobil Sekt\u00f6r\u00fcnde T\u00fcketici Temelli Marka De\u011ferinin \u00d6l\u00e7\u00fcm\u00fc \u00dczerine Bir Ara\u015ft\u0131rma"},"content":{"rendered":"

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Makale Bilgileri<\/td>\n<\/tr>\n
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Dergi:<\/td>\nBusiness and Economics Research Journal<\/td>\n<\/tr>\n
Makalenin Ba\u015fl\u0131\u011f\u0131:<\/td>\nOtomobil Sekt\u00f6r\u00fcnde T\u00fcketici Temelli Marka De\u011ferinin \u00d6l\u00e7\u00fcm\u00fc \u00dczerine Bir Ara\u015ft\u0131rma<\/td>\n<\/tr>\n
Yazar(lar):<\/td>\n\u00c7a\u011fatan Ta\u015fk\u0131n<\/td>\n<\/tr>\n
Cilt:<\/td>\n7<\/td>\n<\/tr>\n
Say\u0131:<\/td>\n3<\/td>\n<\/tr>\n
Y\u0131l:<\/td>\n2016<\/td>\n<\/tr>\n
Sayfa:<\/td>\n125-136<\/td>\n<\/tr>\n
ISSN:<\/td>\n1309-2448<\/td>\n<\/tr>\n
DOI Numaras\u0131:<\/td>\n10.20409\/berj.2016321812<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/td>\n<\/tr>\n
\u00d6z<\/td>\n<\/tr>\n
G\u00fcn\u00fcm\u00fcz\u00fcn t\u00fcketici odakl\u0131 pazarlar\u0131nda, i\u015fletmeler pazar paylar\u0131n\u0131 korumak ve artt\u0131rmak i\u00e7in, hedef kitlesinin belle\u011finde ayr\u0131cal\u0131kl\u0131 bir yere sahip olmal\u0131d\u0131r. Giderek artan ve \u00e7etinle\u015fen rekabet ko\u015fullar\u0131 i\u015fletmeleri markala\u015fma \u00e7abalar\u0131na daha fazla yat\u0131r\u0131m yapmaya zorunlu k\u0131lmaktad\u0131r. \u0130\u015fletmeler, alg\u0131sal marka de\u011ferlerini, yaz\u0131ndaki yayg\u0131n ad\u0131 ile t\u00fcketici temelli marka de\u011ferlerini en fazla etkileyen unsurlar\u0131 bulmak ve bu unsurlar\u0131 geli\u015ftirecek pazarlama stratejilerini olu\u015fturmal\u0131 ve uygulamal\u0131d\u0131r. T\u00fcm sekt\u00f6rlerde oldu\u011fu gibi, otomobil sekt\u00f6r\u00fcnde de yo\u011fun bir rekabet s\u00f6z konusudur. Otomobil markalar\u0131 da alg\u0131sal marka de\u011ferlerine en fazla katk\u0131 sa\u011flayacak unsurlar\u0131 tespit ederek geli\u015ftirdi\u011finde, s\u00fcrd\u00fcr\u00fclebilir rekabet\u00e7i avantaj elde edebilece\u011fi de\u011ferlendirilmektedir. Bu \u00e7al\u0131\u015fman\u0131n amac\u0131; T\u00fcrkiye\u2019de yo\u011fun rekabetin ya\u015fand\u0131\u011f\u0131 otomobil sekt\u00f6r\u00fcnde yer alan ve Bursa ilinde de \u00fcretim yapan yabanc\u0131 bir otomobil markas\u0131 i\u00e7in, t\u00fcketici temelli marka de\u011feri ve boyutlar\u0131n\u0131n ili\u015fkisini \u201cyap\u0131sal e\u015fitlik modelleme\u201d yakla\u015f\u0131m\u0131 ile ara\u015ft\u0131rmak ve model sonu\u00e7lar\u0131na g\u00f6re pazarlama stratejileri \u00f6nermektir. Ara\u015ft\u0131rmada kolayda \u00f6rnekleme y\u00f6ntemi kullan\u0131lm\u0131\u015f olup, analiz i\u00e7in uygun 394 anket toplanm\u0131\u015ft\u0131r. Elde edilen ara\u015ft\u0131rma bulgular\u0131na g\u00f6re, sat\u0131\u015f sonras\u0131 servis bile\u015feninin, alg\u0131lanan kalite ve t\u00fcketici temelli marka de\u011feri \u00fczerinde; marka \u00e7a\u011fr\u0131\u015f\u0131mlar\u0131 ve alg\u0131lanan kalite bile\u015fenlerinin marka ba\u011fl\u0131l\u0131\u011f\u0131 \u00fczerinde ve marka ba\u011fl\u0131l\u0131\u011f\u0131n\u0131n da t\u00fcketici temelli marka de\u011feri \u00fczerinde olumlu etkisi oldu\u011fu elde edilmi\u015ftir.<\/td>\n<\/tr>\n
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Anahtar Kelimeler:<\/td>\nT\u00fcketici Temelli Marka De\u011feri, Yap\u0131sal E\u015fitlik Modelleme, Sat\u0131\u015f Sonras\u0131 Servis, Otomobil Sekt\u00f6r\u00fc, Bursa<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/td>\n<\/tr>\n
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JEL S\u0131n\u0131fland\u0131rmas\u0131:<\/td>\nM30, M31<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

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Makale Bilgileri Dergi: Business and Economics Research Journal Makalenin Ba\u015fl\u0131\u011f\u0131: Otomobil Sekt\u00f6r\u00fcnde T\u00fcketici Temelli Marka De\u011ferinin \u00d6l\u00e7\u00fcm\u00fc \u00dczerine Bir Ara\u015ft\u0131rma Yazar(lar): \u00c7a\u011fatan Ta\u015fk\u0131n Cilt: 7 Say\u0131: 3 Y\u0131l: 2016 Sayfa: 125-136 ISSN: 1309-2448 DOI Numaras\u0131: 10.20409\/berj.2016321812 \u00d6z G\u00fcn\u00fcm\u00fcz\u00fcn t\u00fcketici odakl\u0131 pazarlar\u0131nda, i\u015fletmeler pazar paylar\u0131n\u0131 korumak ve artt\u0131rmak i\u00e7in, hedef kitlesinin belle\u011finde ayr\u0131cal\u0131kl\u0131 bir yere sahip […]<\/p>\n

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