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Özgüven Duygusu Marka Bagliligini Gercekten Artirir mi?

Author

Listed:
  • Murat AKYILDIZ

    (Canakkale Onsekiz Mart Üniversitesi, Biga MYO)

Abstract

Bu calismanin amaci, özgüven ve marka bagliligi arasinda bir iliskinin var olup olmadigini belirlemektir. Bu amacla 458 kisiyle yapilan anketlerden elde edilen veriler,ki kare ve isimsel lojistik regresyon analiz teknikleriyle degerlendirilmistir. Sonuclar; giyim ve beyaz esyayi iceren ürün gruplarina yönelik satin alma davranisina dönüsmeyen gizli marka bagliligi ve düsük özgüven arasinda bir iliskiyi gösterirken; temizlik, gida, giyim ve beyaz esya olmak üzere tüm ürün gruplarinda yüksek özgüvenle marka bagliligi arasinda anlamli bir iliskinin olmadigini göstermistir.

Suggested Citation

  • Murat AKYILDIZ, 2010. "Özgüven Duygusu Marka Bagliligini Gercekten Artirir mi?," Ege Academic Review, Ege University Faculty of Economics and Administrative Sciences, vol. 10(3), pages 933-950.
    • Handle: RePEc:ege:journl:v:10:y:2010:i:3:p:933-950
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    More about this item

    Keywords

    Marka bagliligi; kendine güven;

    JEL classification:

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

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