Özel Etkinlikler İçin Genişletilmiş Tüketici Odaklı Marka Denkliği Modeli Önerisi - Efes Pilsen Blues Festivali Örneği

Levent Özkoçak

doi:10.16878/gsuilet.657206

Özel Etkinlikler İçin Genişletilmiş Tüketici Odaklı Marka Denkliği Modeli Önerisi - Efes Pilsen Blues Festivali Örneği

Öz

Marka denkliği ve pazarlama iletişim literatürü göz önüne alındığında, markaların ve onlara ait ürünlerin marka denkliğinin geniş çapta araştırıldığı görülmüştür. Ancak markalara ait hizmetlerin ve hizmet sunan markaların tüketici özelindeki denkliğinin araştırılmasına yönelik çalışmalar eksik kalmıştır. Bu çalışmada özel etkinlik olarak değerlendirilen hizmet sunumlarının tüketici odaklı marka denkliğinin ölçüm araçlarının neler olabileceği araştırılmıştır. Özel etkinliklerin tüketici odaklı marka denkliğinin araştırılmasında pazarlama iletişimi ve marka literatürü ile rekreasyon ve turizm literatüründen yararlanılmıştır. Bu bağlamda özel etkinliklerin tüketici odaklı marka denkliğinin ölçümlenmesinde etkinlik motivasyonu, etkinlik ilginliği tümsel marka denkliği ve deneyim, ölçüm modelinde kullanılan değişkenler olmuştur. Model testinde yer alan değişkenlerin, modeli büyük ölçüde açıkladığı görülmüştür (R2=0,72) Model önerisinde etkinlik deneyimi aracı değişken olarak belirlenmiştir. Araştırma sonuçları göstermiştir ki deneyim, özel etkinlikler için genişletilmiş marka denkliği modelinde kısmi aracılık etmektedir. Diğer bir değişle etkinliği deneyimleyenler ile deneyimlemeyenler arasında anlamlı bir fark olduğu görülmüştür.

Anahtar Kelimeler

İlginlik,Marka Denkliği,Özel Etkinlikler,aracılık etkisi,etkinlik motivasyonu,etkinlik ilginliği

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Details

Primary Language

Turkish

Subjects

-

Journal Section

Research Article

Authors

Levent Özkoçak ^*
0000-0002-0500-5244
Türkiye

Publication Date

December 28, 2019

Submission Date

June 1, 2019

Acceptance Date

December 10, 2019

Published in Issue

Year 1970 Number: 31

DOI

https://doi.org/10.16878/gsuilet.657206

IZ

https://izlik.org/JA48FE97GP

Cite

RIS / Bibtex

APA

Özkoçak, L. (2019). Özel Etkinlikler İçin Genişletilmiş Tüketici Odaklı Marka Denkliği Modeli Önerisi - Efes Pilsen Blues Festivali Örneği. Galatasaray Üniversitesi İletişim Dergisi, 31, 297-326. https://doi.org/10.16878/gsuilet.657206