{"id":5988,"date":"2023-07-22T01:34:55","date_gmt":"2023-07-21T22:34:55","guid":{"rendered":"https:\/\/www.berjournal.com\/?p=5988"},"modified":"2023-07-25T01:36:28","modified_gmt":"2023-07-24T22:36:28","slug":"color-selection-in-brand-management-color-clustering-model","status":"publish","type":"post","link":"https:\/\/www.berjournal.com\/tr\/color-selection-in-brand-management-color-clustering-model","title":{"rendered":"Marka Y\u00f6netiminde Renk Se\u00e7imi: Renk K\u00fcmeleme Modeli"},"content":{"rendered":"

<\/p>\n\n\n\n\n
Makale Bilgileri<\/td>\n<\/tr>\n
\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
Dergi:<\/td>\nBusiness and Economics Research Journal<\/td>\n<\/tr>\n
Makalenin Ba\u015fl\u0131\u011f\u0131:<\/td>\nMarka Y\u00f6netiminde Renk Se\u00e7imi: Renk K\u00fcmeleme Modeli<\/td>\n<\/tr>\n
Yazar(lar):<\/td>\nDo\u011fu\u015f Y\u00fcksel<\/td>\n<\/tr>\n
Cilt:<\/td>\n14<\/td>\n<\/tr>\n
Say\u0131:<\/td>\n3<\/td>\n<\/tr>\n
Y\u0131l:<\/td>\n2023<\/td>\n<\/tr>\n
Sayfa:<\/td>\n433-444<\/td>\n<\/tr>\n
ISSN:<\/td>\n2619-9491<\/td>\n<\/tr>\n
DOI Numaras\u0131:<\/td>\n10.20409\/berj.2023.424<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/td>\n<\/tr>\n
\u00d6z<\/td>\n<\/tr>\n
Markala\u015fma s\u00fcrecinde \u00f6nemli konulardan biri renk se\u00e7imidir. Markalar logo tasar\u0131m\u0131ndan ba\u015flayarak t\u00fcm kurumsal kimlik ve pazarlama materyallerinde belirli bir renk temas\u0131yla i\u00e7erik \u00fcretmektedir. Bu durum yeni olu\u015fturulan markalar\u0131n yan\u0131 s\u0131ra markalar\u0131n yeniden konumland\u0131rma s\u00fcre\u00e7lerinde de g\u00f6zlemlenmektedir. T\u00fcketiciler geleneksel ve dijital medya kanallar\u0131 arac\u0131l\u0131\u011f\u0131 ile s\u00fcrekli olarak markalar\u0131n g\u00f6rsel unsurlar\u0131na maruz kalmaktad\u0131r. Bu noktada t\u00fcketicilerin markalara, \u00fcr\u00fcnlere ve sekt\u00f6rlere kar\u015f\u0131 geli\u015ftirdi\u011fi bir renk alg\u0131s\u0131 bulunmaktad\u0131r. T\u00fcketicilerin belirli bir konuda en \u00e7ok maruz kald\u0131\u011f\u0131 renkleri tespit etmek g\u00fcn\u00fcm\u00fcz teknolojisi ile m\u00fcmk\u00fcnd\u00fcr. T\u00fcketicilerin en \u00e7ok maruz kald\u0131\u011f\u0131 renkleri tespit etmenin markala\u015fma s\u00fcrecinde renk karar\u0131n\u0131 etkileyen bir rol\u00fc bulunmaktad\u0131r. Bu do\u011frultuda ara\u015ft\u0131rman\u0131n amac\u0131 marka y\u00f6netiminde renk se\u00e7imine y\u00f6nelik bir model \u00f6nerisi ortaya koymakt\u0131r. Ara\u015ft\u0131rmada ortaya koyulan model bir vaka analizi ile a\u00e7\u0131klanm\u0131\u015ft\u0131r. Vaka analizinde, bankac\u0131l\u0131k sekt\u00f6r\u00fcne y\u00f6nelik veri taban\u0131 olu\u015fturulmu\u015f ve elde edilen g\u00f6rseller \u201ck \u2013 means\u201d k\u00fcmeleme y\u00f6ntemi ile analiz edilmi\u015ftir. Analiz sonucunda bankac\u0131l\u0131k sekt\u00f6r\u00fcn\u00fcn en yo\u011fun kulland\u0131\u011f\u0131 be\u015f renk tespit edilmi\u015ftir. Bu \u00e7al\u0131\u015fma T\u00fcrk\u00e7e literat\u00fcrde markalar\u0131n renk se\u00e7imine y\u00f6nelik sistematik \u00e7\u0131kt\u0131lar ortaya koyan ve bir renk se\u00e7im modeli \u00f6neren ilk \u00e7al\u0131\u015fmalardan biridir.<\/td>\n<\/tr>\n
\n
\n\n\n\n\n
Anahtar Kelimeler:<\/td>\nRenk, Marka Y\u00f6netimi, Pazarlama \u0130leti\u015fimi, Duyusal Pazarlama, Renk K\u00fcmeleme Modeli<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/td>\n<\/tr>\n
\n
\n\n\n\n
JEL S\u0131n\u0131fland\u0131rmas\u0131:<\/td>\nM30, M31, M37<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n
\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

\r\n \r\n
\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> 1986)<\/a> <\/td>\r\n <\/tr>\r\n<\/table>Tam Metin\r\n<\/b> ( \u2193<\/span> 1986)<\/a> <\/td>\r\n <\/tr>\r\n<\/table><\/p>\n
<\/div>\n

<\/path><\/svg><\/i> \"Loading\"<\/p>\n

<\/div>","protected":false},"excerpt":{"rendered":"

Makale Bilgileri Dergi: Business and Economics Research Journal Makalenin Ba\u015fl\u0131\u011f\u0131: Marka Y\u00f6netiminde Renk Se\u00e7imi: Renk K\u00fcmeleme Modeli Yazar(lar): Do\u011fu\u015f Y\u00fcksel Cilt: 14 Say\u0131: 3 Y\u0131l: 2023 Sayfa: 433-444 ISSN: 2619-9491 DOI Numaras\u0131: 10.20409\/berj.2023.424 \u00d6z Markala\u015fma s\u00fcrecinde \u00f6nemli konulardan biri renk se\u00e7imidir. Markalar logo tasar\u0131m\u0131ndan ba\u015flayarak t\u00fcm kurumsal kimlik ve pazarlama materyallerinde belirli bir renk temas\u0131yla […]<\/p>\n

<\/div>\n

<\/path><\/svg><\/i> \"Loading\"<\/p>\n

<\/div>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3,1,7],"tags":[],"class_list":["post-5988","post","type-post","status-publish","format-standard","hentry","category-makale","category-manuscript","category-manuscript2"],"a3_pvc":{"activated":true,"total_views":160,"today_views":1},"_links":{"self":[{"href":"https:\/\/www.berjournal.com\/tr\/wp-json\/wp\/v2\/posts\/5988","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.berjournal.com\/tr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.berjournal.com\/tr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.berjournal.com\/tr\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.berjournal.com\/tr\/wp-json\/wp\/v2\/comments?post=5988"}],"version-history":[{"count":0,"href":"https:\/\/www.berjournal.com\/tr\/wp-json\/wp\/v2\/posts\/5988\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.berjournal.com\/tr\/wp-json\/wp\/v2\/media?parent=5988"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.berjournal.com\/tr\/wp-json\/wp\/v2\/categories?post=5988"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.berjournal.com\/tr\/wp-json\/wp\/v2\/tags?post=5988"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}