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Marka Kisiligi Algisi ile Etnosentrik Egilimler Arasindaki Iliski: LEVIS ve MAVI JEANS Uzerine Bir Uygulama

Author

Listed:
  • Duygu Gungor OZCELIK

    (Beyaz Gemi Egitim&Danismanlik)

  • Omer TORLAK

    (Eskisehir Osmangazi Universitesi, Iktisadi ve Idari Bilimler Fakultesi, Isletme Bolumu)

Abstract

Urunlerin benzesmesi ve farklilasmanin onemli hale gelmesiyle birlikte, marka imaji ve marka algisi pazarlamada on plana cikmaktadir. Marka imaj ve algisinin guclendirilmesi yaninda farklilastirmaya katkisi dikkate alindiginda marka kisiligi kavrami onemli hale gelmektedir. Ote yandan urun ve marka tercihlerinde kulturel degerlerin etkisi de goz ardi edilemez. Kul-turel degerler baglaminda etnosentrik egilimler de önemlidir. Bu calismada tuketicilerin marka kisiligi algilari ile etnosentrik egilimleri arasinda iliskinin olup olmadigi incelenmistir. Marka kisiligi algilari Aksoy ve Ozsomer (2007) tarafindan gelistirilen marka kisiligi olcegi, tuketici etnosentrizmi ise Shimp ve Sharma (1987)’a ait CETSCALE olcegi ile olculmustur. Arastirma sonuclari, tuketicilerin arastirma konusu markalari calismada kullanilan orijinal marka kisiligi olcegine gore farkli algiladiklarini gostermistir. Marka kisiligi algisi ile etnosentrik egilimler arasinda anlamli iliskiler oldugu anlaþýlmýþtýr.

Suggested Citation

  • Duygu Gungor OZCELIK & Omer TORLAK, 2011. "Marka Kisiligi Algisi ile Etnosentrik Egilimler Arasindaki Iliski: LEVIS ve MAVI JEANS Uzerine Bir Uygulama," Ege Academic Review, Ege University Faculty of Economics and Administrative Sciences, vol. 11(3), pages 361-377.
  • Handle: RePEc:ege:journl:v:11:y:2011:i:3:p:361-377
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    More about this item

    Keywords

    Marka kisiligi; tuketici etnosentrizmi; satin alma davranisi;
    All these keywords.

    JEL classification:

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

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