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TÜKETİCİ TEMELLİ MARKA DENKLİĞİNİN ÖLÇÜMÜ: BANKACILIK SEKTÖRÜNDE BİR UYGULAMA

Yıl 2019, Cilt: 20 Sayı: 2, 1 - 21, 30.11.2019

Ceylan Bozpolat , Hülya Seyhan

Öz

Bu çalışma Aaker (1991) tarafından öne sürülen
tüketici temelli marka denkliğinin; marka farkındalığı, marka imajı, algılanan
kalite ve marka bağlılığı alt değişkenlerini bankacılık sektörüne uyarlayarak
test etmeyi amaçlamaktadır. Uygulama alanının bankacılık sektörü olarak
seçilmesi çalışmayı özgün kılmaktadır. Bu bağlamda Nevşehir il merkezinde kolayda
örnekleme yöntemiyle seçilen 384 banka müşterisine anket uygulaması
yapılmıştır. Toplanan verilerin grupsal açıdan Aaker’in ortaya çıkardığı
boyutlar ile benzerlik gösterip göstermediğini belirleyebilmek için faktör
analizi yapılmıştır. Tüketicilerin demografik özellikleriyle tüketici temelli
marka denkliği boyutlarına ilişkin görüşleri arasında anlamlı bir farklılık
olup olmadığını test etmek için t testi ve Anova analizi yapılmıştır. Araştırma
sonuçları, tüketicilerin marka bağlılığının cinsiyetlerine göre, marka farkındalığının
gelir düzeylerine göre ve son olarak marka farkındalığı ve marka imajının banka
tercihine göre farklılaştığını ortaya koymuştur.

Anahtar Kelimeler

Marka Marka denkliği Tüketici Temelli Marka Denkliği Bankacılık Sektörü

Kaynakça

  • AAKER, David A. (1991), Managing Brand Equity, The Free Press, New York London Toronto Sydney (Kindle Versiyonu).
  • ARMSTRONG, Gary ve Philip KOTLER (2015), Marketing: An Introduction, 12th Edition, Pearson Education Limited, England.
  • BALDAUF, Artur; Karen S. CRAVENS ve Gudrun BİNDER (2003), “Performance Consequences of Brand Equity Management: Evidence From Organizations in the Value Chain”, Journal of Product & Brand Management, Vol 12; 220-236.
  • CHAUDHURİ, Arjun ve Morris B. HOLBROOK (2001), “The Chain of Effects From Brand Trust and Brand Affect to Brand Performance The Role of Brand Loyalty”, Journal of Marketing, Vol 65; 81- 93.
  • CHRİSTODOULİDES, George ve Leslie de CHERNATONY (2010), “Consumer- Based Brand Equity Conceptualisation and Measurement: A Literatüre Review”, Article in International Journal of Market Research, Vol 52; 1- 38.
  • DOBNİ, Dawn ve George M. ZİNKHAN (1990), “In Search of Brand Image: A Foundation Analysis”, Advences in Consumer Research, Vol 17; 110- 119.
  • FARQUHAR, Peter H. (1989), “Managing Brand Equity”, Marketing Research, Vol 1; 24- 33.
  • FOURNİER, Susan (1998), “Consumers and Their Brands: Developing Relationship Theory in Consumer Research”, Journal of Consumer Research, Vol 24; 343- 373.GIDDENS, Nancy (2010), Ag Decision Maker: Brand Loyalty, Iowa State Extensions.
  • GÜLMEZ, Mustafa ve İbrahim Taylan DÖRTYOL (2009), Açıklamalı Pazarlama Sözlüğü, Detay Yayıncılık, Ankara.
  • HAIR, Joe. F.; William C. BLACK; Barry J. BABİN ve Rolph E. ANDERSON (2006). Multivariate Data Analysis, New Jersey: Pearson Prentice Hall.
  • HEDING, Tilde; Charlotte F. KNUDTZEN ve Mogens BJERRE (2015). Brand Management: Research, Theory and Practice, Routledge Taylor & Francis Group, London-New York.
  • JAHANZEB, Sadia; Tasneem FATİMA ve Muhammad Mohsin BUTT (2013), “How Service Quality İnfluences Brand Equity: The Daul Mediating Role of Perceived Value and Corporate Credibility”, Article in International Journal of Bank Marketing, Vol 31; 126-141.
  • KAPFERER, Jean Noel (2008), The New StrategicBrand Management: Creating and Sustaining Brand Equity Long Term, Kogan Page, London and Philadelphia.
  • KAYAMAN, Rüçhan ve Hüseyin ARASLİ (2007), “Costumer based brand eguity: Evidence from the hotel industry”, Managing Service Quality, Vol 17; 92- 109.
  • KELLER, Kevin Lane (1993), “Conceptualizing, Measuring, and Managing Customer- Based Brand Equity”, Journal of Marketing, Vol 57; 1- 22.
  • KELLER, Kevin Lane (2013), Strategic Brand Management: Building, Measuring and Managing Brand Eguity, New Jersey: Pearson Education Limited, England.
  • KURTULUŞ, Kemal ve Abdullah OKUMUŞ (2006), “Fiyat Algılamasının Boyutları Arasındaki İlişkilerin Yapısal Eşitlik Modeli İle İncelenmesi”, Yönetim Dergisi, Vol 53; 3-17.
  • LAMB, Charles W.; Joseph F. HAİR ve Jr., Carl MCDANİEL (2017), MKTG10, Principles of Marketing, 2th. Edition, Boston: Cengage Learning.
  • NAKİP, Mahir (2005), Pazarlama Araştırmalarına Giriş, 2. Baskı, Seçkin Yayınları, Ankara.
  • NORUSİS, Marija. J. (1993), SPSS for Windows: Base System User's Guide, USA: SPSS Inc.
  • PAPASOLOMOU, Ioanna ve Demetris VRONTIS (2006), “Using Internal Marketing to Ignite the Corporate Brand: The Case of the UK Retail Bank Industry”, Journal of Brand Management, Vol 14; 177-195.
  • PAPPU, Ravi; Pascale G. QUESTER ve Ray W. COOKSEY (2005), “Consumer-Based Brand Equity: Improving the Measurement- Empirical Evidence”, Journal of Product & Brand Management, Vol 14; 143- 154.
  • PINAR, Musa; Tülay GİRARD ve Zeliha ESER (2012), “Consumer- Based Brand Equity in Banking Industry: A Comparison of Local and Global Banks in Turkey”, International Journal of Bank Marketing, Vol 30; 359-375.
  • PİTTA, Dennis A. ve Lea Prevel KATSANİS (1995), “Understanding Brand Equity For Successful Bran Extension”, Journal of Consumer Marketing, Vol. 12; 51- 64.
  • SANDHE, Ashutosh Anil (2016), “An Exploratory Study of Brand Equity of a Commercıal Bank n Vadodara, Indıa”, Independent Journal of Management & Productıon, Vol 7; 289- 302.
  • TAYLOR, Steven A.; Kevin CELUCH ve Stephen GOODWİN (2004), “The İmportance of Brand Equity to Customer Loyalty”, Journal of Product & Brand Management, Vol 13; 217- 227.
  • TEK, Ömer Baybars (2006), Pazarlamada Değer Yaratmak, Hayat Yayınları, İstanbul.
  • TOKSARI, Murat ve Mehmet Emin İNAL (2011), “Tüketici Temelli Marka Değerinin Ölçümü: Kayseri’de Otomobil Kullanıcıları Üzerine Bir Uygulama”, Çağ Üniversitesi Sosyal Bilimler Dergisi, Vol 8; 69-97.
  • TOLBA, Ahmet H. ve Salah S. HASSAN (2009), “Linking Costumer- Based Brand Equity With Brand Market Performance: A Managerial Approach”, Journal of Product & Brand Management, Vol 18; 356- 366.
  • UMAR, Talatu Raiya; Nik Kamariah Nik MAT, Fatima Alfa TAHİR ve Jamal Mohammed ALEKAM (2012), “The Practicality and Application of Aaker’ s Customer Based Brand Equity Model in the Nigerian Banking Sector”, American Journal of Economics, 149- 152.
  • VAZQUEZ, Rodolfo; A Belen del RİO ve Victor IGLESİAS (2002), “Consumer- based Brand Equity: Development and Validation of a Measurement Instrument”, Journal of Marketing Management, Vol 18; 27- 48.
  • YAPRAK, İsmail ve Yunus DURSUN (2018), “Tüketicilerin Kişilik Özelliklerinin Marka Sadakati İle İlişkisi: Kayseri’ de Yaşayan Üniversite Öğrencileri Üzerinde Bir Uygulama”, Gaziantep University Journal of Social Sciences, Vol 17; 618- 632.
  • YOO, Boonghee; Naveen DONTHU ve Sungho LEE (2000), “An Examination of Selected Marketing Mix Elements and Brand Equity”, Journal of the Academy of Marketing Science, Vol 28; 195- 211.
  • ZEİTHAML, Valarie A. (1988), “Consumer Perceptions of Price Quality, and Value: A Meansend Model and Synthesis of Evidence”, Journal of Marketing, Vol 52; 2- 22.

Yıl 2019, Cilt: 20 Sayı: 2, 1 - 21, 30.11.2019

Ceylan Bozpolat , Hülya Seyhan

Öz

Kaynakça

  • AAKER, David A. (1991), Managing Brand Equity, The Free Press, New York London Toronto Sydney (Kindle Versiyonu).
  • ARMSTRONG, Gary ve Philip KOTLER (2015), Marketing: An Introduction, 12th Edition, Pearson Education Limited, England.
  • BALDAUF, Artur; Karen S. CRAVENS ve Gudrun BİNDER (2003), “Performance Consequences of Brand Equity Management: Evidence From Organizations in the Value Chain”, Journal of Product & Brand Management, Vol 12; 220-236.
  • CHAUDHURİ, Arjun ve Morris B. HOLBROOK (2001), “The Chain of Effects From Brand Trust and Brand Affect to Brand Performance The Role of Brand Loyalty”, Journal of Marketing, Vol 65; 81- 93.
  • CHRİSTODOULİDES, George ve Leslie de CHERNATONY (2010), “Consumer- Based Brand Equity Conceptualisation and Measurement: A Literatüre Review”, Article in International Journal of Market Research, Vol 52; 1- 38.
  • DOBNİ, Dawn ve George M. ZİNKHAN (1990), “In Search of Brand Image: A Foundation Analysis”, Advences in Consumer Research, Vol 17; 110- 119.
  • FARQUHAR, Peter H. (1989), “Managing Brand Equity”, Marketing Research, Vol 1; 24- 33.
  • FOURNİER, Susan (1998), “Consumers and Their Brands: Developing Relationship Theory in Consumer Research”, Journal of Consumer Research, Vol 24; 343- 373.GIDDENS, Nancy (2010), Ag Decision Maker: Brand Loyalty, Iowa State Extensions.
  • GÜLMEZ, Mustafa ve İbrahim Taylan DÖRTYOL (2009), Açıklamalı Pazarlama Sözlüğü, Detay Yayıncılık, Ankara.
  • HAIR, Joe. F.; William C. BLACK; Barry J. BABİN ve Rolph E. ANDERSON (2006). Multivariate Data Analysis, New Jersey: Pearson Prentice Hall.
  • HEDING, Tilde; Charlotte F. KNUDTZEN ve Mogens BJERRE (2015). Brand Management: Research, Theory and Practice, Routledge Taylor & Francis Group, London-New York.
  • JAHANZEB, Sadia; Tasneem FATİMA ve Muhammad Mohsin BUTT (2013), “How Service Quality İnfluences Brand Equity: The Daul Mediating Role of Perceived Value and Corporate Credibility”, Article in International Journal of Bank Marketing, Vol 31; 126-141.
  • KAPFERER, Jean Noel (2008), The New StrategicBrand Management: Creating and Sustaining Brand Equity Long Term, Kogan Page, London and Philadelphia.
  • KAYAMAN, Rüçhan ve Hüseyin ARASLİ (2007), “Costumer based brand eguity: Evidence from the hotel industry”, Managing Service Quality, Vol 17; 92- 109.
  • KELLER, Kevin Lane (1993), “Conceptualizing, Measuring, and Managing Customer- Based Brand Equity”, Journal of Marketing, Vol 57; 1- 22.
  • KELLER, Kevin Lane (2013), Strategic Brand Management: Building, Measuring and Managing Brand Eguity, New Jersey: Pearson Education Limited, England.
  • KURTULUŞ, Kemal ve Abdullah OKUMUŞ (2006), “Fiyat Algılamasının Boyutları Arasındaki İlişkilerin Yapısal Eşitlik Modeli İle İncelenmesi”, Yönetim Dergisi, Vol 53; 3-17.
  • LAMB, Charles W.; Joseph F. HAİR ve Jr., Carl MCDANİEL (2017), MKTG10, Principles of Marketing, 2th. Edition, Boston: Cengage Learning.
  • NAKİP, Mahir (2005), Pazarlama Araştırmalarına Giriş, 2. Baskı, Seçkin Yayınları, Ankara.
  • NORUSİS, Marija. J. (1993), SPSS for Windows: Base System User's Guide, USA: SPSS Inc.
  • PAPASOLOMOU, Ioanna ve Demetris VRONTIS (2006), “Using Internal Marketing to Ignite the Corporate Brand: The Case of the UK Retail Bank Industry”, Journal of Brand Management, Vol 14; 177-195.
  • PAPPU, Ravi; Pascale G. QUESTER ve Ray W. COOKSEY (2005), “Consumer-Based Brand Equity: Improving the Measurement- Empirical Evidence”, Journal of Product & Brand Management, Vol 14; 143- 154.
  • PINAR, Musa; Tülay GİRARD ve Zeliha ESER (2012), “Consumer- Based Brand Equity in Banking Industry: A Comparison of Local and Global Banks in Turkey”, International Journal of Bank Marketing, Vol 30; 359-375.
  • PİTTA, Dennis A. ve Lea Prevel KATSANİS (1995), “Understanding Brand Equity For Successful Bran Extension”, Journal of Consumer Marketing, Vol. 12; 51- 64.
  • SANDHE, Ashutosh Anil (2016), “An Exploratory Study of Brand Equity of a Commercıal Bank n Vadodara, Indıa”, Independent Journal of Management & Productıon, Vol 7; 289- 302.
  • TAYLOR, Steven A.; Kevin CELUCH ve Stephen GOODWİN (2004), “The İmportance of Brand Equity to Customer Loyalty”, Journal of Product & Brand Management, Vol 13; 217- 227.
  • TEK, Ömer Baybars (2006), Pazarlamada Değer Yaratmak, Hayat Yayınları, İstanbul.
  • TOKSARI, Murat ve Mehmet Emin İNAL (2011), “Tüketici Temelli Marka Değerinin Ölçümü: Kayseri’de Otomobil Kullanıcıları Üzerine Bir Uygulama”, Çağ Üniversitesi Sosyal Bilimler Dergisi, Vol 8; 69-97.
  • TOLBA, Ahmet H. ve Salah S. HASSAN (2009), “Linking Costumer- Based Brand Equity With Brand Market Performance: A Managerial Approach”, Journal of Product & Brand Management, Vol 18; 356- 366.
  • UMAR, Talatu Raiya; Nik Kamariah Nik MAT, Fatima Alfa TAHİR ve Jamal Mohammed ALEKAM (2012), “The Practicality and Application of Aaker’ s Customer Based Brand Equity Model in the Nigerian Banking Sector”, American Journal of Economics, 149- 152.
  • VAZQUEZ, Rodolfo; A Belen del RİO ve Victor IGLESİAS (2002), “Consumer- based Brand Equity: Development and Validation of a Measurement Instrument”, Journal of Marketing Management, Vol 18; 27- 48.
  • YAPRAK, İsmail ve Yunus DURSUN (2018), “Tüketicilerin Kişilik Özelliklerinin Marka Sadakati İle İlişkisi: Kayseri’ de Yaşayan Üniversite Öğrencileri Üzerinde Bir Uygulama”, Gaziantep University Journal of Social Sciences, Vol 17; 618- 632.
  • YOO, Boonghee; Naveen DONTHU ve Sungho LEE (2000), “An Examination of Selected Marketing Mix Elements and Brand Equity”, Journal of the Academy of Marketing Science, Vol 28; 195- 211.
  • ZEİTHAML, Valarie A. (1988), “Consumer Perceptions of Price Quality, and Value: A Meansend Model and Synthesis of Evidence”, Journal of Marketing, Vol 52; 2- 22.
Toplam 34 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Ceylan Bozpolat 0000-0002-9672-8308

Hülya Seyhan

Yayımlanma Tarihi 30 Kasım 2019
Gönderilme Tarihi 15 Şubat 2019
Yayımlandığı Sayı Yıl 2019Cilt: 20 Sayı: 2

Kaynak Göster

APA Bozpolat, C., & Seyhan, H. (2019). TÜKETİCİ TEMELLİ MARKA DENKLİĞİNİN ÖLÇÜMÜ: BANKACILIK SEKTÖRÜNDE BİR UYGULAMA. Cumhuriyet Üniversitesi İktisadi Ve İdari Bilimler Dergisi, 20(2), 1-21. https://doi.org/10.37880/cumuiibf.527544
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