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Marka Degeri Algýlamalarinin Marka Yayilmaya Etkileri

Author

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  • Mehmet MARANGOZ

    (Canakkale Onsekiz Mart Üniversitesi, Biga Iktisadi ve Idari Bilimler Fakültesi, Isletme Bölümü)

Abstract

Isletmelerin en önemli varliklarindan biri de, sahip olduklari marka degeridir. Bir cok isletme yeni ürün ve/veya hizmetlerde bu degerden yararlanmakta ve marka yaymada kullanmaktadir. Bu calismada, marka degeri algilamalarinin marka yayilmaya etkileri arastirilmaktadir. Marka degeri algilamalari dört boyutta incelenmektedir. Bunlar; marka bagliligi, algilanan kalite, marka cagrisimlari ve marka farkindaligidir. Arastirma sonuclarina göre, marka degerini olusturan bu dört boyut marka yayilmayi pozitif yönde etkilemektedir.

Suggested Citation

  • Mehmet MARANGOZ, 2007. "Marka Degeri Algýlamalarinin Marka Yayilmaya Etkileri," Ege Academic Review, Ege University Faculty of Economics and Administrative Sciences, vol. 7(2), pages 459-483.
    • Handle: RePEc:ege:journl:v:7:y:2007:i:2:p:459-483
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