{"id":446,"date":"2010-04-19T13:32:43","date_gmt":"2010-04-19T18:32:43","guid":{"rendered":"http:\/\/www.berjournal.com\/?p=446"},"modified":"2011-05-18T15:20:31","modified_gmt":"2011-05-18T20:20:31","slug":"tuketici-temelli-marka-degerinin-yapisal-esitlik-modelleme-ile-olcumu-ve-dayanikli-tuketim-mallari-sektorunde-bir-arastirma","status":"publish","type":"post","link":"https:\/\/www.berjournal.com\/tr\/tuketici-temelli-marka-degerinin-yapisal-esitlik-modelleme-ile-olcumu-ve-dayanikli-tuketim-mallari-sektorunde-bir-arastirma","title":{"rendered":"T\u00fcketici Temelli Marka De\u011ferinin Yap\u0131sal E\u015fitlik Modelleme ile \u00d6l\u00e7\u00fcm\u00fc ve Dayan\u0131kl\u0131 T\u00fcketim Mallar\u0131 Sekt\u00f6r\u00fcnde Bir Ara\u015ft\u0131rma"},"content":{"rendered":"\n\n<\/col>\n<\/colgroup>\n\n\n\n\n\n\n\n\n\n\n\n
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Makale Bilgileri<\/strong><\/span><\/span><\/p>\n<\/td>\n<\/tr>\n

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Dergi: <\/strong><\/span>\u0130\u015fletme ve Ekonomi Ara\u015ft\u0131rmalar\u0131 Dergisi<\/span><\/span><\/p>\n

Makalenin Ba\u015fl\u0131\u011f\u0131\u0131:<\/strong><\/span>T\u00fcketici Temelli Marka De\u011ferinin Yap\u0131sal E\u015fitlik Modelleme ile \u00d6l\u00e7\u00fcm\u00fc ve Dayan\u0131kl\u0131 T\u00fcketim Mallar\u0131 Sekt\u00f6r\u00fcnde Bir Ara\u015ft\u0131rma
\n<\/span><\/span>[<\/span>Measurement of Consumer Based Brand Equity Using Structural Equation Modeling and A Research in Durable Consumer Goods Sector<\/span><\/span>]<\/span><\/span><\/span><\/p>\n

Yazar(lar):<\/strong><\/span> \u00c7a\u011fatan Ta\u015fk\u0131n, \u00d6mer Akat<\/span><\/span><\/p>\n

Cilt: <\/strong><\/span>1<\/span><\/span><\/p>\n

Say\u0131: <\/strong><\/span>2<\/span><\/span><\/p>\n

Y\u0131l: <\/strong><\/span>2010<\/span><\/span><\/p>\n

Sayfa:<\/strong><\/span> 1-16<\/span><\/span><\/p>\n

ISSN: <\/strong><\/span>1309-2448<\/span><\/span><\/p>\n<\/td>\n<\/tr>\n

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\u00d6zet<\/strong><\/span><\/span><\/p>\n<\/td>\n<\/tr>\n

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H\u0131zl\u0131 bir \u015fekilde geli\u015fen bilgi ve ileti\u015fim teknolojilerinin de etkisi ile g\u00fcn\u00fcm\u00fczde pek \u00e7ok \u00fcr\u00fcn t\u00fcketiciler taraf\u0131ndan birbirine benzer olarak alg\u0131lanmaktad\u0131r. H\u00e2lbuki i\u015fletmeler s\u00fcrd\u00fcr\u00fclebilir bir \u015fekilde rekabet edebilmek i\u00e7in \u00fcr\u00fcnlerini potansiyel t\u00fcketicilerinin g\u00f6z\u00fcnde farkl\u0131 k\u0131lmak zorundad\u0131r. Bunun yan\u0131 s\u0131ra, art\u0131k hemen her sekt\u00f6rde mevcut olan yo\u011fun rekabet ko\u015fullar\u0131 alt\u0131nda; yaln\u0131zca fiyat, kalite, \u00fcr\u00fcn farkl\u0131la\u015ft\u0131rma ve uygun \u00f6deme se\u00e7enekleri gibi kavramlara dayal\u0131 olarak olu\u015fturulan pazarlama stratejileri s\u00fcrd\u00fcr\u00fclebilir etkinlikte olmamaktad\u0131r. S\u00fcrd\u00fcr\u00fclebilir ve etkin pazarlama stratejileri geli\u015ftirmenin temel yollar\u0131ndan biri; bir markan\u0131n t\u00fcketiciye ifade etti\u011fi anlam olarak da tan\u0131mlanan \u201ct\u00fcketici temelli marka de\u011feri\u201d kavram\u0131ndan ge\u00e7mektedir. T\u00fcketici temelli marka de\u011feri kavram\u0131 ile bu kavram\u0131 olu\u015fturan bile\u015fenler aras\u0131ndaki ili\u015fkilerin ortaya konmas\u0131, pazarlama y\u00f6neticilerine \u00f6nemli bir karar deste\u011fi anlam\u0131na gelmektedir. <\/span><\/span>Bu ara\u015ft\u0131rman\u0131n amac\u0131; dayan\u0131kl\u0131 t\u00fcketim mallar\u0131 sekt\u00f6r\u00fcnde yer alan yabanc\u0131 bir i\u015fletme markas\u0131 (Bosch) 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 modelin etkin pazarlama stratejileri geli\u015ftirmede nas\u0131l kullan\u0131labilece\u011fini, baz\u0131 pazarlama stratejileri de \u00f6nererek g\u00f6stermektir. Ara\u015ft\u0131rma Bursa il merkezinde yap\u0131ld\u0131\u011f\u0131 i\u00e7in, sonu\u00e7lar\u0131 ba\u015fka \u015fehirler ya da T\u00fcrkiye geneli i\u00e7in ihtiyat ile ele al\u0131nmal\u0131d\u0131r.<\/span><\/span><\/p>\n<\/td>\n<\/tr>\n

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Anahtar Kelimeler: <\/strong><\/span>T\u00fcketici temelli marka de\u011feri, Yap\u0131sal e\u015fitlik modelleme, Pazarlama stratejileri, Dayan\u0131kl\u0131 t\u00fcketim mallar\u0131, Bursa<\/span><\/span><\/p>\n<\/td>\n<\/tr>\n

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JEL S\u0131n\u0131fland\u0131rmas\u0131:<\/strong><\/span> M30, M31<\/span><\/span><\/p>\n<\/td>\n<\/tr>\n

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Abstract<\/strong><\/span><\/span><\/p>\n<\/td>\n<\/tr>\n

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In today\u2019s markets, many products are perceived to be similar because of information and commuication technologies that are developing fastly. In spite of this, enterprises should make their products diff<\/span><\/span>erent and unique to compete in a sustainable manner. Besides, marketing strategies based solely on concepts such as price, quality, product differentiation and appropriate payment options, may not always provide sustainable competitive advantages under today\u2019s severe competition conditions. Consumer based brand equity, which can be also defined as the meaning of a brand to the consumer, is one of the basic ways of developing sustainable and efficient marketing srategies. The aim of this research is to explore the relationships between consumer based brand equity of a durable consumer good brand, namely Bosch and its dimensions by means of structural equation modeling and to show how to use the model for developing efficient marketing strategies with strategy propositions. The research is conducted in Bursa, so the results of this study can not be generalized to Turkey or any other cities.<\/span><\/span><\/span><\/p>\n<\/td>\n<\/tr>\n

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Keywords: <\/strong><\/span>Consumer based brand equity, Structural equation modeling, Marketing strategies, Durable consumer goods, Bursa<\/span><\/span><\/span><\/p>\n<\/td>\n<\/tr>\n

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JEL Classification:<\/strong><\/span> <\/span>M30, M31<\/span><\/span><\/span><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

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Makale Bilgileri Dergi: \u0130\u015fletme ve Ekonomi Ara\u015ft\u0131rmalar\u0131 Dergisi Makalenin Ba\u015fl\u0131\u011f\u0131\u0131:T\u00fcketici Temelli Marka De\u011ferinin Yap\u0131sal E\u015fitlik Modelleme ile \u00d6l\u00e7\u00fcm\u00fc ve Dayan\u0131kl\u0131 T\u00fcketim Mallar\u0131 Sekt\u00f6r\u00fcnde Bir Ara\u015ft\u0131rma [Measurement of Consumer Based Brand Equity Using Structural Equation Modeling and A Research in Durable Consumer Goods Sector] Yazar(lar): \u00c7a\u011fatan Ta\u015fk\u0131n, \u00d6mer Akat Cilt: 1 Say\u0131: 2 Y\u0131l: 2010 Sayfa: […]<\/p>\n

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