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ALGILANAN MARKA DEĞERİ, İŞ TATMİNİ VE DUYGUSAL BAĞLILIK DÜZEYİNİN, ÇALIŞANLARIN MARKA DEĞERİNE ETKİ FARKINDALIKLARI ÜZERİNDEKİ ETKİLERİ

THE ROLES OF PERCEIVED BRAND EQUITY, JOB SATISFACTION AND AFFECTIVE COMMITMENT ON THE EMPLOYEES’ AWARENESS OF THEIR IMPACT ON THE BRAND EQUITY

Journal Name:

  • Pazarlama ve Pazarlama Araştırmaları Dergisi

Publication Year:

  • 2015

Key Words:

Keywords (Original Language):

Author NameUniversity of Author
Abstract (2. Language): 
Employees’ physical and mental capabilities affect the products’ qualities and the overall brand equity when producing, developing and delivering the product and service. For this, firm’s employees must be aware of their impact on the brand equity. In this study, we are aim to determine the employees’ awareness of their impact on the brand equity and its antecedents. We reconsidered the Helm (2011)’s corporate reputation awareness study for the consumer-based brand equity (Aaker, 1991 and Keller, 1993). In order to test the re-search model and hypotheses, we used quantitative methods and collected data from 301 employees work at the university in Bolu. Using exploratory, confirmatory factor and structural equation model analyses, we founded that employees’ awareness of their impact on the brand equity is affected by employees’ affective commitment towards the organi-zation. However, the findings didn’t support the effect of job satisfaction on the employ-ees’ awareness of their impact on brand equity. In conclusion, employees’ brand equity perceptions positively effect on their affective commitment and it turns to employees’ awareness of their impact on brand equity.
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Abstract (Original Language): 
Mal veya hizmetlerin üretilmesi, geliştirilmesi ve sunumu süreci içerisinde çalışanların fi-ziksel ve zihinsel yetenekleri, ürünün kalitesini ve elbette marka değerini doğrudan etki-leyecektir. Bu sonucun ortaya çıkabilmesi için, çalışanların marka değeri üzerindeki etki-lerinden farkında olmaları gerekmektedir. Bu çalışmanın amacı, çalışanların marka değeri etki farkındalıklarını ve farkındalıklarını etkileyen faktörlerin ortaya konulmasıdır. Bu amaçla, Helm (2011)’in kurumsal ün için geliştirmiş olduğu çalışanların etki farkındalığı modelini, tüketici temelli marka değeri (Aaker, 1991 ve Keller, 1993) için yeniden kurgu-lanmıştır. Araştırma model ve hipotezlerinin testi için nicel bir çalışma gerçekleştirilmiş, hizmet sektörü ele alınmış ve 301 üniversite personelinde anket yöntemi ile veriler toplan-mıştır. Yapılan açıklayıcı, doğrulayıcı faktör ve yapısal eşitlik modeli analizleri sonu-cunda, çalışanların marka değeri üzerindeki etki farkındalığının, duygusal bağlılıktan et-kilendiği saptanmıştır. Helm (2011)’in modelinde yer alan çalışanların iş tatminin ise marka değeri etki farkındalığı üzerinde istatistiksel açıdan bir etkisi bulunamamıştır. So-nuç olarak, algılanan marka değeri duygusal bağlılığı, duygusal bağlılık da marka değeri etki farkındalığını olumlu yönde etkilemektedir.
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