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Marka Guveni, Farkindaligi ve Benlik Imaj Uyumunun Marka Bagliligina Etkisinde Marka Askinin Aracilik Rolu

Author

Listed:
  • Hatice AYDIN

    (Mus Alparslan Universitesi)

Abstract

Tuketicilerin markaya ask duygusuyla baglanmalari marka ile uzun sureli iliskisini guclendirmektedir. Ancak tuketicinin markaya ask ile baglanmasinda ve markayla uzun sureli bir iliski surdurmesinde marka guveni, farkindaligi ve benlik imaj uyumu etkili olan faktorlerdendir. Bu calismada amac bu faktorlerin marka bagliligina etkisinde marka askinin aracilik rolunu belirlemektir. Modellere iliskin hipotezleri test etmek icin araci etki analizi kullanilmistir. Mus ilindeki tuketiciler uzerinde yapilan bu calismada, dayanikli urun gruplarinda marka guveni, farkindaligi ve benlik-imaj uyumunun marka bagliligina etkilerinin anlamli oldugu ve bu etkilere marka askinin kismi aracilik ettigi tespit edilmistir. Ayrica marka guveninin marka bagliligina etkisinde marka askinin aracilik rolunun daha fazla oldugu tespit edilmistir.

Suggested Citation

  • Hatice AYDIN, 2017. "Marka Guveni, Farkindaligi ve Benlik Imaj Uyumunun Marka Bagliligina Etkisinde Marka Askinin Aracilik Rolu," Ege Academic Review, Ege University Faculty of Economics and Administrative Sciences, vol. 17(2), pages 281-294.
  • Handle: RePEc:ege:journl:v:17:y:2017:i:2:p:281-294
    DOI: 10.21121/eab.2017225205
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    References listed on IDEAS

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