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Kişisel Değerlerin Kuramsal Yapısı ve Pazarlamadaki Uygulamalar

The Conceptual Framework of Personal Values and Applications in Marketing

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Abstract (2. Language): 
The purpose of this study is to explore the concept of value, which is one of the most important topics in many social studies such as anthropology, sociology, psychology and marketing in detail. In this context the current study is aimed to give information about the definitions of value, the important value theories and how personal values are used in different studies in marketing. When theoretical and empirical studies have been examined in literature, it is clearly seen that personal values, play an important factor to identify the reasons of consumer behaviors and the differences in consumer preferences in marketing.
Abstract (Original Language): 
Bu çalışmanın amacı antropoloji, sosyoloji, psikoloji ve pazarlama gibi çeşitli disiplinlerde sosyal araştırmalara konu olmuş önemli kavramlardan biri olan değer kavramının ayrıntılı biçimde incelenmesidir. Bu bağlamda çalışmada değer tanımları, değerlerle ilgili önemli kuramsal çalışmalar ve kişisel değerlerin pazarlama alanında ne tür çalışmalarda kullanıldığıyla ilgili ayrıntılı bilgi verilmesi amaçlanmaktadır. Konuyla ilgili yapılan çalışmalar kişisel değerlerin pazarlama alanında, tüketici davranışlarının nedenlerinin ve tüketici tercihlerindeki farklılıkların belirlenmesinde önemli bir kavram olarak ele alınmasının gerekliliğini ortaya koymaktadır.
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