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Marka Prestiji ve Marka Kredibilitesinin Satýn Alma Niyeti Üzerindeki Etkisi

Author

Listed:
  • Deniz ZEREN

    (Çukurova Üniversitesi, Ýktisadi ve Ýdari Bilimler Fakültesi, Adana.)

  • Nilüfer GÖKDAÐLI

    (Çukurova Üniversitesi, Ýktisadi ve Ýdari Bilimler Fakültesi, Adana.)

Abstract

Bu çalýþmanýn amacý tüketicilerin marka tercih ve satýn alma niyetlerini oluþturmalarýnda marka prestijinin ve marka kredibilitesinin rolünü araþtýrmaktýr. Mevcut yazýna dayanýlarak marka prestiji ve kredibilitesi ile algýlanan fiyat, algýlanan deðer ve satýn alma niyeti arasýnda iliþkilerin varlýðý araþtýrýlmýþtýr. Söz konusu yapýlar arasýndaki teorik iliþkiyi ortaya koyan bir araþtýrma modeli oluþturularak 400 kiþi ile gerçekleþtirilen saha çalýþmasýndan elde edilen veriler araþtýrma hipotezleri ile uyumlu olarak regresyon analizine tabi tutulmuþtur. Sonuçlar marka prestiji ve marka kredibilitesinin tüketicilerin satýn alma niyeti üzerinde pozitif yönlü ve anlamlý bir iliþki olduðu bulgusuna ulaþýlmýþtýr. Çalýþmanýn sonuçlarý teori, uygulama ve tüketiciler açýsýndan ele alýnarak yorumlanmýþtýr

Suggested Citation

  • Deniz ZEREN & Nilüfer GÖKDAÐLI, 2017. "Marka Prestiji ve Marka Kredibilitesinin Satýn Alma Niyeti Üzerindeki Etkisi," Isletme ve Iktisat Calismalari Dergisi, Econjournals, vol. 5(2), pages 91-102.
    • Handle: RePEc:eco:journ4:2017-02-08
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    More about this item

    Keywords

    Marka Prestiji; Marka Kredibilitesi; Satýn Alma Niyeti;
    All these keywords.

    JEL classification:

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

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