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Markalarin Cevre Dostu Uygulamalarinin Tuketicinin Marka Tercihi Uzerindeki Etkisi

Author

Listed:
  • Ilke Kardes

    () (Marmara Universitesi, Iktisadi ve Idari Bilimler Fakultesi, Almanca Isletme Bolumu)

Abstract

Sirketlerin sadece kendilerine fayda saglayan bir kurum olmaktan ziyade topluma faydali kuruluslar olmalari gerektigi yaklasimi son donemde one cikmaktadir. Sosyal sorumluluk kapsaminda degerlendirilebilecek bir cok faaliyet icerisinde firmalarin cevre dostu uygulamalari artmaktadir. Bu baglamda calismanin amaci; markalarin hem fiziksel (ambalaj, urunun uretiminde kullanilan hammadde, vb.) olarak hem de pazarlama kampanyalari (ornegin, cevre korunmasina katkinin basin yoluyla duyurulmasi) cercevesinde, sergiledikleri cevreci yaklasimin Turk tuketicisindeki algisini ve tuketicinin marka tercihi uzerindeki etkisini incelemektir. Anket teknigi kullanilarak tuketiciler uzerinde bir saha calismasi yurutulmustur ve veriler istatistiki olarak analiz edilip yorumlanmistir. Analiz bulgulari dogrultusunda cevre dostu marka tercihine dair bir model gelistirilmistir.

Suggested Citation

  • Ilke Kardes, 2011. "Markalarin Cevre Dostu Uygulamalarinin Tuketicinin Marka Tercihi Uzerindeki Etkisi," Ege Academic Review, Ege University Faculty of Economics and Administrative Sciences, vol. 11(1), pages 165-177.
  • Handle: RePEc:ege:journl:v:11:y:2011:i:1:p:165-177
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    More about this item

    Keywords

    Cevre dostu uygulamalar; marka tercihi; tuketici tutumu;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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