TÜKETİCİ TEMELLİ MARKA DEĞERİNİN TAKLİT MARKALI ÜRÜN ALGISI ÜZERİNDEKİ ETKİSİ

YILDIZ, Salih; AVCI, İbrahim

doi:10.29029/busbed.490695

TÜKETİCİ TEMELLİ MARKA DEĞERİNİN TAKLİT MARKALI ÜRÜN ALGISI ÜZERİNDEKİ ETKİSİ

Salih YILDIZ, (Gümüşhane Üniversitesi)

İbrahim AVCI (Gümüşhane Üniversitesi)

Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi

3 0

Yıl: 2019 Cilt: 9 Sayı: 17 Sayfa Aralığı: 189 - 214 Metin Dili: Türkçe DOI: 10.29029/busbed.490695 İndeks Tarihi: 10-01-2020

TÜKETİCİ TEMELLİ MARKA DEĞERİNİN TAKLİT MARKALI ÜRÜN ALGISI ÜZERİNDEKİ ETKİSİ

Öz:

Günümüzde orijinal markalı ürünlerin taklitleri üretilmeye başlanmış ve taklitmarkalı ürünler dünya pazarında önemli bir paya sahip olmuştur. Öyle ki bazıtaklit markalı ürünler pazara hakim olma konusunda orijinal markalardan bileönce gelmektedir. Taklit markalı ürün üreten işletmelerin orijinal markalı ürünlerde taklit edemediği marka değeri kavramı bu noktada büyük önem kazanmaktadır.Bu çalışmada, tüketici temelli marka değeri boyutlarının (marka sadakati, markafarkındalığı, marka çağrışımı ve algılanan kalite) tüketicilerin taklit markalı ürünalgıları üzerindeki etkilerini belirlemek amaçlanmıştır. Bu amaç doğrultusundaGümüşhane Üniversitesi merkez kampüsünde öğrenim gören öğrenciler araştırmanın ana kütlesi olarak belirlenmiştir. Seçilecek örneğin ana kütleyi temsil gücüyüksek olması için tesadüfi örnekleme yöntemlerinden zümrelere göre örneklememetodu kullanılmış ve enstitü, fakülte ve yüksekokullardan toplam 501 üniversiteöğrencisine yüz yüze anket uygulanmıştır. Anket sonucunda elde edilen verilerçeşitli istatistiksel yöntemlerle analiz edilmiş ve tüketici temelli marka değeriboyutlarının tüketicilerin taklit markalı ürün algıları üzerinde pozitif etkilerininolduğu tespit edilmiştir.

Anahtar Kelime:

Konular: Biyoloji

EFFECTS OF CONSUMER BASED BRAND EQUITY ON PERCEPTION OF COUNTERFEIT BRANDED PRODUCTS

Öz:

Nowadays, counterfeits of original branded products have begun to be produced and counterfeit branded products have gained a significant share in the world market. So that, some counterfeit branded products have taken precedence of the original brands in the subject of dominance of the market. At this point, the concept of brand value of the firms which produce counterfeit branded product can not imitate in original branded products have come into prominence. In this study, it was aimed to determine the effects of consumer-based brand equity dimensions (brand loyalty, brand awareness, brand associations and perceived quality) on consumer’s perception of counterfeit branded products. For this purpose, the students studying at the central campus of Gumushane University were determined as the main population of the research. The random sampling method (stratified random sample) was used to represent highly the main population of the selected sample and a face-to-face questionnaire was applied to a total of 501 university students from institutes, faculties and higher schools. The obtained data as a result of the questionnaire were analyzed with various statistical methods and ıt has been determined that the consumer-based brand-equity dimensions have positive effects on consumers’ perception of counterfeit branded.

Anahtar Kelime:

Konular: Biyoloji

Belge Türü: Makale Makale Türü: Derleme Erişim Türü: Erişime Açık

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APA	YILDIZ S, AVCI İ (2019). TÜKETİCİ TEMELLİ MARKA DEĞERİNİN TAKLİT MARKALI ÜRÜN ALGISI ÜZERİNDEKİ ETKİSİ. , 189 - 214. 10.29029/busbed.490695
Chicago	YILDIZ Salih,AVCI İbrahim TÜKETİCİ TEMELLİ MARKA DEĞERİNİN TAKLİT MARKALI ÜRÜN ALGISI ÜZERİNDEKİ ETKİSİ. (2019): 189 - 214. 10.29029/busbed.490695
MLA	YILDIZ Salih,AVCI İbrahim TÜKETİCİ TEMELLİ MARKA DEĞERİNİN TAKLİT MARKALI ÜRÜN ALGISI ÜZERİNDEKİ ETKİSİ. , 2019, ss.189 - 214. 10.29029/busbed.490695
AMA	YILDIZ S,AVCI İ TÜKETİCİ TEMELLİ MARKA DEĞERİNİN TAKLİT MARKALI ÜRÜN ALGISI ÜZERİNDEKİ ETKİSİ. . 2019; 189 - 214. 10.29029/busbed.490695
Vancouver	YILDIZ S,AVCI İ TÜKETİCİ TEMELLİ MARKA DEĞERİNİN TAKLİT MARKALI ÜRÜN ALGISI ÜZERİNDEKİ ETKİSİ. . 2019; 189 - 214. 10.29029/busbed.490695
IEEE	YILDIZ S,AVCI İ "TÜKETİCİ TEMELLİ MARKA DEĞERİNİN TAKLİT MARKALI ÜRÜN ALGISI ÜZERİNDEKİ ETKİSİ." , ss.189 - 214, 2019. 10.29029/busbed.490695
ISNAD	YILDIZ, Salih - AVCI, İbrahim. "TÜKETİCİ TEMELLİ MARKA DEĞERİNİN TAKLİT MARKALI ÜRÜN ALGISI ÜZERİNDEKİ ETKİSİ". (2019), 189-214. https://doi.org/10.29029/busbed.490695

APA	YILDIZ S, AVCI İ (2019). TÜKETİCİ TEMELLİ MARKA DEĞERİNİN TAKLİT MARKALI ÜRÜN ALGISI ÜZERİNDEKİ ETKİSİ. Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 9(17), 189 - 214. 10.29029/busbed.490695
Chicago	YILDIZ Salih,AVCI İbrahim TÜKETİCİ TEMELLİ MARKA DEĞERİNİN TAKLİT MARKALI ÜRÜN ALGISI ÜZERİNDEKİ ETKİSİ. Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 9, no.17 (2019): 189 - 214. 10.29029/busbed.490695
MLA	YILDIZ Salih,AVCI İbrahim TÜKETİCİ TEMELLİ MARKA DEĞERİNİN TAKLİT MARKALI ÜRÜN ALGISI ÜZERİNDEKİ ETKİSİ. Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, vol.9, no.17, 2019, ss.189 - 214. 10.29029/busbed.490695
AMA	YILDIZ S,AVCI İ TÜKETİCİ TEMELLİ MARKA DEĞERİNİN TAKLİT MARKALI ÜRÜN ALGISI ÜZERİNDEKİ ETKİSİ. Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. 2019; 9(17): 189 - 214. 10.29029/busbed.490695
Vancouver	YILDIZ S,AVCI İ TÜKETİCİ TEMELLİ MARKA DEĞERİNİN TAKLİT MARKALI ÜRÜN ALGISI ÜZERİNDEKİ ETKİSİ. Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. 2019; 9(17): 189 - 214. 10.29029/busbed.490695
IEEE	YILDIZ S,AVCI İ "TÜKETİCİ TEMELLİ MARKA DEĞERİNİN TAKLİT MARKALI ÜRÜN ALGISI ÜZERİNDEKİ ETKİSİ." Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 9, ss.189 - 214, 2019. 10.29029/busbed.490695
ISNAD	YILDIZ, Salih - AVCI, İbrahim. "TÜKETİCİ TEMELLİ MARKA DEĞERİNİN TAKLİT MARKALI ÜRÜN ALGISI ÜZERİNDEKİ ETKİSİ". Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 9/17 (2019), 189-214. https://doi.org/10.29029/busbed.490695