TÜKETİCİ DEĞERİ VE TÜKETİCİ-MARKA KİMLİĞİNİN MARKA SADAKATİNE OLAN ETKİSİ: AKILLI TELEFON ÖRNEĞİ

Ece ARMAĞAN, (Aydın Adnan Menderes Üniversitesi, Nazilli İktisadi ve İdari Bilimler Fakültesi, İşletme Bölümü, Aydın, Türkiye)
Elif ARIK, (Aydın Adnan Menderes Üniversitesi, Sosyal Bilimler Enstitüsü, İşletme Anabilim Dalı, Aydın, Türkiye)
Mertcan MERT (Aydın Adnan Menderes Üniversitesi Sosyal Bilimler Enstitüsü, İşletme Anabilim Dalı, Aydın, Türkiye)
Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi
3 0
Yıl: 2020 Cilt: 22 Sayı: 2 Sayfa Aralığı: 623 - 653 Metin Dili: Türkçe İndeks Tarihi: 13-12-2020

TÜKETİCİ DEĞERİ VE TÜKETİCİ-MARKA KİMLİĞİNİN MARKA SADAKATİNE OLAN ETKİSİ: AKILLI TELEFON ÖRNEĞİ

Öz:
Günümüz global teknoloji alanları arasında en çok ilgi gören akıllı telefonsektörü, hız kesmeden büyümeye devam etmekte ve bu sektörde her geçen gün yenilikçiadımlar atılmaktadır. Çalışmanın amacı, tüketici değeri ve tüketici-marka kimliğinin markasadakatine olan etkisini incelemektir. Araştırma akıllı telefon kullanıcılarına yönelikgerçekleştirilmiş ve 33 sorudan oluşan bir anket ile birincil veri toplanmıştır. Tüketicideğeri ve tüketici-marka kimliği perspektif ilişkisini ortaya koyan modeli inceleyenaraştırmada Yeh, Wang, ve Yieh' in (2016) ölçeği kullanılmıştır. Araştırmaya katılan 1003kişiden alınan cevaplar, SPSS 21 istatistik programı kullanılarak analizi yapılmış sonuçolarak ise faktör analizinin yapılmasıyla farklı alt gruplara ayrılmış olan tüketici değeri vetüketici-marka kimliği konularındaki algılanan, t-testleri ve anova tek yönlü varyans ileanaliz edilmiştir. Ayrıca tüketicilerin demografik özellikleri bakımından farklılıklarmeydana gelmiş olup dağılımları da ortaya konulmuştur. Araştırmanın sonucunda, akıllıtelefon sadakatinde etkili olan tüketici değeri ve tüketici-marka kimliği arasında pozitifyönde ilişki ortaya çıkmıştır. Çalışmanın amacı Türkiye’de akıllı cep telefonu markasıtercihine etki eden faktörleri incelemek, durumunu ortaya koymak ve akıllı telefontüketicisinin tutumunu anlamaktır.
Anahtar Kelime:

THE EFFECT OF CONSUMER VALUE AND CONSUMER-BRAND IDENTITY ON BRAND LOYALTY: THE CASE OF A SMART PHONE

Öz:
The smart phone sector, which is the most popular among today's global technology areas, continues to grow without slowing down and innovative steps are being taken every day in this sector. The aim of the study is to examine the effect of consumer value and consumer-brand identity on brand loyalty. The research was conducted for smartphone users and a primary questionnaire was collected with a 33-question questionnaire. Yeh, Wang, and Yieh 's (2016) scale were used in the study which examined the model that showed the relationship between consumer value and consumer-brand identity perspective. The responses of 1003 people who participated in the study were analyzed by using SPSS 21 statistics program and as a result, factor analysis was performed and the perceived consumer value and consumer-brand identity issues were analyzed with t-tests and anova one-way variance. In addition, there were differences in terms of demographic characteristics of consumers and their distribution was also revealed. As a result of the research, a positive relationship was found between consumer value and consumer-brand identity which are effective in smartphone loyalty. The aim of this study was to investigate the factors affecting the preferred smartphone brand in Turkey, reveals the situation and understand the behavior of smartphone consumers.
Anahtar Kelime:

Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
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APA Armagan E, Arık E, Mert M (2020). TÜKETİCİ DEĞERİ VE TÜKETİCİ-MARKA KİMLİĞİNİN MARKA SADAKATİNE OLAN ETKİSİ: AKILLI TELEFON ÖRNEĞİ. , 623 - 653.
Chicago Armagan Ece,Arık Elif,Mert Mertcan TÜKETİCİ DEĞERİ VE TÜKETİCİ-MARKA KİMLİĞİNİN MARKA SADAKATİNE OLAN ETKİSİ: AKILLI TELEFON ÖRNEĞİ. (2020): 623 - 653.
MLA Armagan Ece,Arık Elif,Mert Mertcan TÜKETİCİ DEĞERİ VE TÜKETİCİ-MARKA KİMLİĞİNİN MARKA SADAKATİNE OLAN ETKİSİ: AKILLI TELEFON ÖRNEĞİ. , 2020, ss.623 - 653.
AMA Armagan E,Arık E,Mert M TÜKETİCİ DEĞERİ VE TÜKETİCİ-MARKA KİMLİĞİNİN MARKA SADAKATİNE OLAN ETKİSİ: AKILLI TELEFON ÖRNEĞİ. . 2020; 623 - 653.
Vancouver Armagan E,Arık E,Mert M TÜKETİCİ DEĞERİ VE TÜKETİCİ-MARKA KİMLİĞİNİN MARKA SADAKATİNE OLAN ETKİSİ: AKILLI TELEFON ÖRNEĞİ. . 2020; 623 - 653.
IEEE Armagan E,Arık E,Mert M "TÜKETİCİ DEĞERİ VE TÜKETİCİ-MARKA KİMLİĞİNİN MARKA SADAKATİNE OLAN ETKİSİ: AKILLI TELEFON ÖRNEĞİ." , ss.623 - 653, 2020.
ISNAD Armagan, Ece vd. "TÜKETİCİ DEĞERİ VE TÜKETİCİ-MARKA KİMLİĞİNİN MARKA SADAKATİNE OLAN ETKİSİ: AKILLI TELEFON ÖRNEĞİ". (2020), 623-653.
APA Armagan E, Arık E, Mert M (2020). TÜKETİCİ DEĞERİ VE TÜKETİCİ-MARKA KİMLİĞİNİN MARKA SADAKATİNE OLAN ETKİSİ: AKILLI TELEFON ÖRNEĞİ. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 22(2), 623 - 653.
Chicago Armagan Ece,Arık Elif,Mert Mertcan TÜKETİCİ DEĞERİ VE TÜKETİCİ-MARKA KİMLİĞİNİN MARKA SADAKATİNE OLAN ETKİSİ: AKILLI TELEFON ÖRNEĞİ. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 22, no.2 (2020): 623 - 653.
MLA Armagan Ece,Arık Elif,Mert Mertcan TÜKETİCİ DEĞERİ VE TÜKETİCİ-MARKA KİMLİĞİNİN MARKA SADAKATİNE OLAN ETKİSİ: AKILLI TELEFON ÖRNEĞİ. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, vol.22, no.2, 2020, ss.623 - 653.
AMA Armagan E,Arık E,Mert M TÜKETİCİ DEĞERİ VE TÜKETİCİ-MARKA KİMLİĞİNİN MARKA SADAKATİNE OLAN ETKİSİ: AKILLI TELEFON ÖRNEĞİ. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. 2020; 22(2): 623 - 653.
Vancouver Armagan E,Arık E,Mert M TÜKETİCİ DEĞERİ VE TÜKETİCİ-MARKA KİMLİĞİNİN MARKA SADAKATİNE OLAN ETKİSİ: AKILLI TELEFON ÖRNEĞİ. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. 2020; 22(2): 623 - 653.
IEEE Armagan E,Arık E,Mert M "TÜKETİCİ DEĞERİ VE TÜKETİCİ-MARKA KİMLİĞİNİN MARKA SADAKATİNE OLAN ETKİSİ: AKILLI TELEFON ÖRNEĞİ." Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 22, ss.623 - 653, 2020.
ISNAD Armagan, Ece vd. "TÜKETİCİ DEĞERİ VE TÜKETİCİ-MARKA KİMLİĞİNİN MARKA SADAKATİNE OLAN ETKİSİ: AKILLI TELEFON ÖRNEĞİ". Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 22/2 (2020), 623-653.
Sayfa Oluşturulma Tarihi
23-04-2024 15:58

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