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TÜKETİCİ TEMELLİ MARKALAŞMADA BİR MODEL ÖNERİSİ

A Model Suggestion For Consumer Based Branding Process

Journal Name:

  • International Journal of Academic Value Studies

Publication Year:

  • 2017

Key Words:

Keywords (Original Language):

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
The branding process can be classified as business and consumer based branding. The current study introduces a chain model proposal to the consumer-based branding process. The model focuses on identifying and analyzing the process between consumers' perceptual benefits and brand attachment. The related process focuses on the relationship between product performance, brand preference, subjective brand knowledge, brand engagement in self concept and emotional brand attachment factors. The basic assumption of the model is that a consumer first benefits on the basis of brand performance, this benefit triggers brand preference, then this preference turns into subjective brand knowledge, brand knowledge supports consumer self-brand engagement, and eventually a brand attachment.In this context, the study conducted on 394 consumers in the Bursa province and the constructed model was tested by structural equation analysis. The analysis is based on the assumption that the consumer performs five main factors modeled in branding perception in chain / sequential order. Therefore, both the linear and the median effect values were tested and the proposed model was found valid as a result of the structural equation modeling.
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Abstract (Original Language): 
Markalaşma süreci işletme ve tüketici temelli markalaşma olarak sınıflandırılabilmektedir. Mevcut çalışma tüketici temelli markalaşma sürecine bir zincir model önerisi getirmektedir. Söz konusu model, tüketicinin algısal temelde sağladığı fayda ile markaya bağlanma arasındaki sürecin tanımlanmasına ve analiz edilmesine odaklanmaktadır. İlgili süreç ürün performansı, marka tercihi, öznel marka bilgisi, benlik temelli marka yönelimi ve duygusal marka bağlanımı faktörleri arasındaki ilişkiye odaklanmaktadır. Modelin temel varsayımı, bir tüketicinin önce markaya yönelik performans temelinde fayda aldığı, bu faydanın marka tercihini tetiklediği, daha sonra bu tercihin marka bilgisine dönüştüğü, marka bilgisinin benlik ile uyumunu destekleyerek tüketicide bir yönelim oluşturduğu ve neticede bir marka bağlanımının oluştuğudur. Bu kapsamda Bursa ili çerçevesinde 394 tüketici üzerinde gerçekleştirilen çalışma neticesinde, kurgulanan model yapısal eşitlik analizi ile test edilmiştir. Analiz, tüketicinin markalaşma algısında modele alınan beş ana faktörü zincir/sıralı olarak gerçekleştirdiği düşüncesine dayanmaktadır. Dolayısıyla yapılan yapısal eşitlik modellemesi sonucunda hem doğrusal hem de aracı etki değerleri test edilmiş ve önerilen model geçerli olarak bulunmuştur.
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