{"id":4465,"date":"2019-05-10T02:42:23","date_gmt":"2019-05-09T23:42:23","guid":{"rendered":"https:\/\/www.berjournal.com\/?p=4465"},"modified":"2019-05-14T02:16:28","modified_gmt":"2019-05-13T23:16:28","slug":"mapping-the-effect-of-corporate-reputation-perception-on-the-intention-to-buy-with-decision-tree","status":"publish","type":"post","link":"https:\/\/www.berjournal.com\/tr\/mapping-the-effect-of-corporate-reputation-perception-on-the-intention-to-buy-with-decision-tree","title":{"rendered":"Kurumsal \u0130tibar Alg\u0131s\u0131n\u0131n Sat\u0131n Alma Niyetine Etkisinin Karar A\u011fac\u0131 \u0130le Haritaland\u0131r\u0131lmas\u0131"},"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>\nKurumsal \u0130tibar Alg\u0131s\u0131n\u0131n Sat\u0131n Alma Niyetine Etkisinin Karar A\u011fac\u0131 \u0130le Haritaland\u0131r\u0131lmas\u0131<\/td>\n<\/tr>\n
Yazar(lar):<\/td>\nBa\u015fak G\u00f6k, \u00dczeyir Fidan<\/td>\n<\/tr>\n
Cilt:<\/td>\n10<\/td>\n<\/tr>\n
Say\u0131:<\/td>\n3(\u00d6zel Say\u0131)<\/td>\n<\/tr>\n
Y\u0131l:<\/td>\n2019<\/td>\n<\/tr>\n
Sayfa:<\/td>\n723-734<\/td>\n<\/tr>\n
ISSN:<\/td>\n2619-9491<\/td>\n<\/tr>\n
DOI Numaras\u0131:<\/td>\n10.20409\/berj.2019.196<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/td>\n<\/tr>\n
\u00d6z<\/td>\n<\/tr>\n
\u0130\u015fletmeler varl\u0131klar\u0131n\u0131 s\u00fcrd\u00fcrebilmek ve ba\u015far\u0131ya ula\u015fabilmek i\u00e7in di\u011fer i\u015fletmelerle rekabet halindedir. T\u00fcm sekt\u00f6rlerde bir rekabet arac\u0131 olan itibar, i\u015fletmelerin geleceklerini etkilemektedir. \u0130\u015fletmelerin olu\u015fturduklar\u0131 kurumsal itibar alg\u0131s\u0131 m\u00fc\u015fterilerin sat\u0131n alma tercihlerini belirlemede \u00f6nemli bir role sahiptir. Bu \u00e7al\u0131\u015fmada uluslararas\u0131 bir ara\u00e7 lasti\u011fi \u00fcreticisinin pazarlama ve tan\u0131t\u0131m s\u00fcrecinde yapm\u0131\u015f oldu\u011fu bir hatan\u0131n sonu\u00e7lar\u0131 ara\u015ft\u0131r\u0131lm\u0131\u015ft\u0131r. Hatadan sonra m\u00fc\u015fterilerin marka ile ilgili alg\u0131s\u0131 ve bu alg\u0131n\u0131n sat\u0131n alma niyetine etkisi incelenmi\u015ftir. Ara\u015ft\u0131rma, bu markan\u0131n \u00fcr\u00fcnlerini satan bayilerde g\u00f6n\u00fcll\u00fc olan m\u00fc\u015fterilerden elde edilen verilerle yap\u0131lm\u0131\u015ft\u0131r. Ara\u015ft\u0131rmada 397 kat\u0131l\u0131mc\u0131n\u0131n yan\u0131tlar\u0131 de\u011ferlendirilmi\u015ftir. M\u00fc\u015fterilerin marka ile ilgili itibar alg\u0131 puan\u0131 ve yeniden \u00fcr\u00fcn sat\u0131n alma niyeti veri madencili\u011fi tekniklerinden karar a\u011fac\u0131 metoduyla ara\u015ft\u0131r\u0131lm\u0131\u015ft\u0131r. M\u00fc\u015fterilerin hatal\u0131 reklamdan haberdar olma durumu ve marka itibar puan\u0131na g\u00f6re sat\u0131n alma niyeti belirlenmi\u015ftir. Bu markan\u0131n \u00fcr\u00fcnlerinin T\u00fcrkiye\u2019de tercih edilmesine ra\u011fmen, hatal\u0131 reklam filmi m\u00fc\u015fterilerin sat\u0131n alma niyeti olumsuz y\u00f6nde etkiledi\u011fi g\u00f6zlenmi\u015ftir. M\u00fc\u015fteri tercihlerini tahmin etmek, \u00e7ekicili\u011fini ve \u00f6nemini korumaktad\u0131r. Bu \u00e7al\u0131\u015fman\u0131n kurumsal itibar alg\u0131s\u0131 ve veri madencili\u011fi ile ilgili literat\u00fcre katk\u0131da bulunmas\u0131 beklenmektedir.<\/td>\n<\/tr>\n
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Anahtar Kelimeler:<\/td>\nKurumsal \u0130tibar, \u0130tibar Y\u00f6netimi, Veri Madencili\u011fi, Karar A\u011fa\u00e7lar\u0131, \u0130tibar Alg\u0131s\u0131<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/td>\n<\/tr>\n
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JEL S\u0131n\u0131fland\u0131rmas\u0131:<\/td>\nL11, C51, C81<\/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: Kurumsal \u0130tibar Alg\u0131s\u0131n\u0131n Sat\u0131n Alma Niyetine Etkisinin Karar A\u011fac\u0131 \u0130le Haritaland\u0131r\u0131lmas\u0131 Yazar(lar): Ba\u015fak G\u00f6k, \u00dczeyir Fidan Cilt: 10 Say\u0131: 3(\u00d6zel Say\u0131) Y\u0131l: 2019 Sayfa: 723-734 ISSN: 2619-9491 DOI Numaras\u0131: 10.20409\/berj.2019.196 \u00d6z \u0130\u015fletmeler varl\u0131klar\u0131n\u0131 s\u00fcrd\u00fcrebilmek ve ba\u015far\u0131ya ula\u015fabilmek i\u00e7in di\u011fer i\u015fletmelerle rekabet halindedir. T\u00fcm sekt\u00f6rlerde bir […]<\/p>\n

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