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Marka Askinin Marka Deneyimi ile Marka Sadakati Arasindaki Iliskiye Aracilik Etkisi

Author

Listed:
  • Nilay ASKIN

    (Dokuz Eylül Universitesi)

  • Ilayda IPEK

    (Dokuz Eylul Universitesi Isletme Fakultesi)

Abstract

Calismanin amaci marka askinin marka deneyimi ile marka sadakati arasindaki iliski uzerinde aracilik etkisi olup olmadigini incelemektir. Kavramsal cerceve ve hipotezler otomobil markalari ile deneyim yasamis olan 178 katilimcinin olusturdugu bir orneklem ile analiz edilmistir. Elde edilen veriler yapisal esitlik modeli kullanilarak test edilmistir. Calismanin bulgulari, marka askinin marka deneyimi ile marka sadakati arasindaki iliski uzerinde tam aracilik etkisi yarattigini gostermektedir. Bu calisma yoneticilere onemli oneriler sunmaktadir. Yoneticilerin hedef tuketiciler uzerinde marka deneyimi yaratacak ve dolayisi ile marka askini guclendirecek stratejilere daha fazla onem vermeleri halinde tuketicilerin marka sadakatlerinin artmasi beklenmektedir.

Suggested Citation

  • Nilay ASKIN & Ilayda IPEK, 2016. "Marka Askinin Marka Deneyimi ile Marka Sadakati Arasindaki Iliskiye Aracilik Etkisi," Ege Academic Review, Ege University Faculty of Economics and Administrative Sciences, vol. 16(1), pages 79-94.
  • Handle: RePEc:ege:journl:v:16:y:2016:i:1:p:79-94
    DOI: 10.21121/eab.2016116585
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    Citations

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    Cited by:

    1. Hatice AYDIN, 2017. "Marka Guveni, Farkindaligi ve Benlik Imaj Uyumunun Marka Bagliligina Etkisinde Marka Askinin Aracilik Rolu," Ege Academic Review, Ege University Faculty of Economics and Administrative Sciences, vol. 17(2), pages 281-294.

    More about this item

    Keywords

    Marka deneyimi; marka aski; marka sadakati;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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