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Endüstriyel Pazarlarda Kişisel ve Kişisel Olmayan Bilgi Kaynaklarının Marka Değeri Üzerindeki Etkilerinin İncelenmesi

Examination of the Personal and Non-Personal Information Resources on the Effects of Brand Equity in Industrial Markets

Journal Name:

Publication Year:

Abstract (2. Language): 
Industrial markets, brand equity, information resources
Abstract (Original Language): 
Yoğun rekabetin yaşandığı endüstriyel pazarlarda üreticilerin farklılaştırılmış ürün sunma çabaları, teknolojik gelişmeler, müşterilerin bilgi düzeylerinin artması ve uluslararası rekabet markalamaya verilen önemin artmasına neden olmaktadır. Üreticiler hem aracı işletmelerin hem de nihai müşterilerin tercih edeceği değerli bir markaya sahip olabilmek için kişisel ve kişisel olmayan birçok tutundurma aracını kullanmaktadırlar. Endüstriyel alıcıların satın alma karar sürecinde bilgi kaynağı olarak kullandıkları bu tutundurma araçları marka değerinin oluşumunda farklı etkilere sahiptir. Bu araştırmada seramik kaplama malzemeleri sektöründe marka değerinin oluşumunda etkili olan boyutları ve rollerini, kişisel ve kişisel olmayan bilgi kaynaklarının marka değeri boyutları üzerindeki etkilerini belirlemek amaçlanmıştır. Araştırma sonucunda, seramik kaplama malzemeleri sektöründe aracılık yapan işletmeler açısından marka değerini; marka farkındalığı, marka bağlılığı, marka güveni ve kalite algısının oluşturduğu belirlenmiştir. Kişisel bilgi kaynakları marka güveni ve kalite algısını daha fazla etkilemektedir. Ayrıca kişisel olmayan bilgi kaynaklarının da marka farkındalığı ve marka bağlılığı üzerinde daha etkili olduğu tespit edilmiştir.
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