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MARKA DEĞERİ ALGILAMALARININ TÜKETİCİ SATIN ALMA DAVRANIŞI ÜZERİNE ETKİSİ

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Abstract (2. Language): 
The current study aims to investigate the effects of perceived dimensions (brand loyalty, perceived quality, brand associations, brand awareness) of brand equity upon purchasing attitudes of consumers. Thus, the relation of brand equity perceptions with purchasing behavior was measured by means of a research which is based on young consumers by considering sports shoes. Consumer-based brand equity approach was mainly taken into account throughout the administered study.
Abstract (Original Language): 
Bu çalışmada marka değerinin algılanan boyutlarının (marka bağlılığı, algılanan kalite, marka çağrışımları, marka farkındalığı) tüketici satın alma davranışına olan etkileri incelenmektedir. Bu amaçla marka değeri algılamalarının satın alma davranışı ile olan ilişkisi, genç tüketiciler üzerinde spor ayakkabıları açısından yapılan bir araştırma ile ölçülmektedir. Yapılan çalışmada tüketici temelli marka değeri yaklaşımı esas alınmıştır. Ki-kare analizlerinde algılanan marka değeri boyutlarının hepsinin satın alma kararında etkili olduğu görülmüş ancak modelleme yapıldığında algılanan kalite boyutunun (faktör 2) ve marka farkındalığı boyutunun (faktör 3) model üzerinde dolayısı ile satın alma kararı üzerinde hiçbir etkisinin olmadığı görülmüştür. Nedensel ilişkinin kurulduğu model temelli analiz sonucunda genç nüfusun marka bir ürün satın alma kararlarında en çok marka bağlılığı ve marka çağrışımları boyutlarının etkili olduğu görülmüştür.

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