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Finansal Ürünlerde Ortak Markalama: Ortak Markalı Kredi Kartları Üzerine Bir Çalışma

Author

Listed:
  • Ceylan Bozpolat

Abstract

Bu çalışma, ortak markalı kredi kartlarında algılanan faydanın ve güvenin, ortak markalı bir kredi kartı kullanma niyetini nasıl etkilediğini ve bu unsurların ortak marka sadakatindeki dolaylı ve doğrudan etkilerini tespit etmek amacıyla yapılmıştır. Bu amaçla oluşturulan kavramsal modeli test etmek için en az bir ortak markalı kredi kartına sahip banka müşterilerine çevrimiçi anket uygulanmıştır. Öncelikle katılımcı yanıtları, açıklayıcı ve doğrulayıcı faktör analizine tabi tutulmuştur. Sonrasında modeldeki yapılar arasındaki ilişkilerin etki yönlerini belirleyebilmek için yol (path) analizi yapılmıştır. Sonuçlara göre ortak markalı kredi kartı kullanma niyeti, ortak marka sadakatinin temel belirleyicisidir (β=0,97 p

Suggested Citation

  • Ceylan Bozpolat, 2022. "Finansal Ürünlerde Ortak Markalama: Ortak Markalı Kredi Kartları Üzerine Bir Çalışma," Journal of Research in Economics, Politics & Finance, Ersan ERSOY, vol. 7(2), pages 407-425.
    • Handle: RePEc:ahs:journl:v:7:y:2022:i:2:p:407-425
    DOI: 10.30784/epfad.1070482
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    More about this item

    Keywords

    Finansal Ürünler; Ortak Markalama; Güven; Algılanan Fayda;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • G21 - Financial Economics - - Financial Institutions and Services - - - Banks; Other Depository Institutions; Micro Finance Institutions; Mortgages
    • G34 - Financial Economics - - Corporate Finance and Governance - - - Mergers; Acquisitions; Restructuring; Corporate Governance

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