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JENERASYON Y TÜKETİCİLERİ İÇİN MARKA ÇAĞRIŞIMLARI İLE OLUMLU MARKA TUTUMU YARATMAK: MODA PERAKENDECİLİĞİNDE UYGULAMA

USING ASSOCIATIONS TO CREATE POSITIVE BRAND ATTITUDE FOR GENERATION Y CONSUMERS: APPLICATION IN FASHION RETAILING

Journal Name:

  • Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi

Publication Year:

  • 2009
Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
The purpose of the study is to understand which brand associations create positive brand attitude and purchase intention in the minds of Generation Y consumers for the fashion retailing in Turkey. Generation- Y, born between 1977 and 1994, represents 15 million people in Turkey. The concepts of brand associations and attitude are discussed in the light of current literature and empirical findings are interpreted on the subject matter. The results of the study show that several brand associations, namely convenience, value for money and experiential shopping, have significant effects on positive brand attitude.
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Abstract (Original Language): 
Bu çalışmanın amacı Türkiye'de moda perakendeciliğinde Jenerasyon Y için olumlu marka tutumu ve satın alma niyeti yaratan marka çağrışımlarını belirlemektir. 1977 ve 1994 yılları arasında doğan Jenerasyon -Y Türkiye'de 15 milyon insanı temsil etmektedir. Marka çağrışımları ve tutumu mevcut yazın ışığında tartışılmış ve konu ile ilgili ampirik bulgular yorumlanmıştır. Çalışmanın sonuçları birkaç marka çağrışımının; kolaylık, değer ve deneyimsel alışverişin olumlu marka tutumu üzerinde önemli etkisi olduğunu göstermiştir
FULL TEXT (PDF): 
PDF icon arastirmax-jenerasyon-y-tuketicileri-icin-marka-cagrisimlari-ile-olumlu-marka-tutumu-yaratmak-moda-perakendeciliginde-uygulama.pdf
  • 2
261-276
  • Turkish

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