Research Article
BibTex RIS Cite

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

Year 2019, Issue: 31, 297 - 326, 28.12.2019

Levent Özkoçak

Abstract

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.

Keywords

İlginlik Marka Denkliği Özel Etkinlikler aracılık etkisi etkinlik motivasyonu etkinlik ilginliği

References

  • Aaker, J. (1997). Dimensions of brand personality. JMR, Journal of Marketing Research, 34, 347–356.
  • Aaker, D. A. (1997). Should you take your brand to where the action ıs? Harward Business Review, Sep-Oct, 135-143.
  • Athanassopoulos, D. A. (2000). Customer satisfaction cues to support market segmentation and explain switching behavior. Journal of Business Research 47, 191–207
  • Babacan, E. ve Göztaş, A. (2011). Etkinlik yönetimi, Ankara: Detay Yayıncılık.
  • Baker, D.A. ve Crompton, J. L. (2000). Qualıty, satısfactıon and behavıoral ıntentıons. Annals of Tourism Research, Vol. 27, No. 3, 785-804.
  • Batra R. ve Ray L. M.(1983). Operationalizing ınvolvement as depth and quality of cognitive response in alice tybout and richard bagozzi (eds.). Advances in Consumer Research 10 (Ann Arbor, MI: Association for Consumer Research), 309–313.
  • Baron,R.,M. ve Kenny,D.A. (1986). The moderaor-mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations, Journal of Personality and Social Psychology, Vol.51, No.6, 1173-1182.
  • Bendixen, M., Bukasa K.A. ve Abratt R. (2004). Brand equity in the business-to-business market. Industrial Marketing Management 33(5): 371-380.
  • Biel, A.L. (1992). How brand ımage drives brand equity. Journal of Advertising Research, 32: 6-12.
  • Bloch, P. H. (1982). Involvement beyond the purchase process: conceptual ıssues and empirical ınvestigation. Advances in Consumer Research, 9, 413–417.
  • Bloch, P. H. ve Richins M. L. (1983). A Theoretical model for the study of product ımportance perceptions. Journal of Marketing, Summer 47, 69–81.
  • Bulgan, U. ve Gürdal, G. (2005). Hizmet kalitesi ölçülebilir mi? ÜNAK’05. Bilgi Hizmetlerinin Organizasyonu ve Pazarlanması. Erişim tarihi: 12.10.2011, http://kaynak.unak.org.tr/bildiri/unak05/u05-22.pdf
  • Caru, A., ve Cova, B. (2003). Revisiting consumption experience: a more humble but complete view of the concept. Marketing Theory, 3(2), 267–286.
  • Chaudhuri, A. (1995). Brand equity or double jeopardy? Journal of Product ve Brand Management 4(1): 26-32.
  • Clarke, K. ve Belk R. W. (1979). The effects of product ınvolvement and task definition on anticipated consumer effort. Advances in Consumer Research, 6, 313–318.
  • Cooper, C. G. (2011). The Motivational preferences of consumers attending multiple ncaa wrestling events. Sport Marketitig Quarterly, 20, 33-40,
  • Crompton, J. L. ve McKay, S. L. (1997). Motıves of vısıtors attendıng festıval events. Annals of Tourism Research, Vol. 24, No. 2, 425-439
  • de Chernatony, L. (1999). Brand management through narrowing the gap between brand identity and brand reputation. Journal of Marketing Management, 15, 157–179.
  • de Chernatony, L. (2001). A model for strategically building brands. Brand Management, 9, 32–44.
  • de Chernatony, L., ve Harris, F. (2000). Developing corporate brands through considering i nternal and external stakeholders. Corporate Reputation Review, 3, 268–274.
  • Drengner, J (2003). Imagewirkunger von eventmarketing: entwicklung eines ganzheitlichen messansatzes. Yayınlanmamış Doktora Tezi, Wisbaden.: Chemnitz Teknik Üniversitesi. Eleren A., Bektaş Ç. ve Görmüş A. Ş. (2007). Hizmet sektöründe hizmet kalitesinin servqual yöntemi ile ölçülmesi ve hazır yemek işletmesinde bir uygulama. Finans Politik ve Ekonomik Yorumlar, 44 (514), 75-88.
  • Ennew, T.C. ve Martin, R.B. (1999). Impact of participative service relationships on quality, satisfaction and retention: an exploratory study. Journal of Business Research 46, 121–132.
  • Espınóla, A. ve Badrinarayanan, V. (2010). Consumer expertıse, sacralızatıon, and event attendance: a conceptual framework. Marketing Management Journal, Spring, 145-164.
  • Farquhar, P. H. (1989). Managing brand equity. Marketing Research 1(3):24-33.
  • Floyd, M. (1997). Pleasure, arousal and dominance: exploring affective determinants of recreation satisfaction. Leisure Sciences, 19, 83-96.
  • Funk, D. C., Ridinger, L. L. ve Moorman, A. M. (2004). Exploring origins of ınvolvement: understanding the relationship between consumer motives and ınvolvement with professional sport teams. Leisure Sciences, 26, 35–61.
  • Gagliano, K.,ve Hathcote, J. (1994). Customer expectations and perceptions of service quality in retail apparel specialty stores. Journal of Services Marketing, 8(1) 60–69.
  • Getz, D. ve Frisby, W. (1990). Festival Management: A case study perspective, Journal of Travel Research, Vol:28 / 3, 14-34.
  • Getz, D. (2002). Event studies and event management: on becoming an academic discipline. Journal of Hospitality and Tourism Management, Vol.9, No.1, 12-23.
  • Getz, D. (2005). Event management and event tourism New York: Cognizant.
  • Getz, D. (2007). Event studies, Oxford: Butterworth-Heinemann.
  • Gilles, L. ve Kapferer, J.N. (1985). Measuring consumer ınvolvement profiles. Journal of Marketing Research, 22, February, 41–53.
  • Grainger-JONES, B.(1999). Managing leisure, New York: Butterworth-Heinemann.
  • Gülsoy, T. (1999). Türkçe-ingilizce, ingilizce-türkçe dizinli reklam terimleri ve kavramları sözlüğü, İstanbul:.Adam Yayınları.
  • GWİNNER, K. (1997). A model of image creation and image transfer in event sponsorship. International Marketin Review, Vol.14 No.3, 145-158.
  • Harmsen, K. (2001). Experiential event marketing: building brand relationship that last. IMC Research Journal, Spring, 19-26
  • Hisrich, R. D. ve Peters, M.P. (1991). Marketing decisions for new and mature products, New York: MacMillan Pub. Co.
  • Horner, S. ve Swaebrooke, J. (2005). Leisure Marketing A Global Perspective, Elsevier Burlington: Butterworth-Heinemann.
  • Howard, S. (1998). Corporate ımage management. Singapore: Butterworth- Heinemann.
  • Howat, G., Murray, D., ve Crilley, G. (1999). The relationships between service problems and perceptions of service quality, satisfaction, and behavioural intentions of Australian public sports and leisure centre customers. Journal of Park and Recreation Administration, 17(2), 42–64.
  • Hunt, K. H. (1977). CS/D-Overview and future research directions. In K. Hunt (Ed.). Conceptualization and measurement of consumer satisfaction and dissatisfaction (pp. 455–458). Cambridge, MA: Marketing Science Institute.
  • Hunt, K. H. (1993). CS/D ve CB research suggestions and observations for the 1990’s. Journal of Consumer Satisfaction, Dissatisfaction, and Complaining Behavior, 6, 24–26.
  • Karaküçük S. (2001). Rekreasyon boş zamanları değerlendirme. Ankara: Gazi Kitap Evi.
  • Kapferer J.N. (1992). Strategic brand management. New York and London: Kogan Page.
  • Kapferer, J. ve Kapferer, N. (1994). Strategic brand management: new approaches to creating ve evaluating brand equity, New York: Diane Publishing.
  • Kapferer, J.N. (1997). Strategic brand management: creating and sustaining brand equity long term. (2. Baskı). London: Kogan Page.
  • Kardes, F.R. (2002). Consumer Behavior and managerial decision making, (2. baskı). New Jersey: Prentice Hall.
  • Kavas A.C. (1995). Tüketici davranışları, Eskişehir: Anadolu Üniversitesi Yayınları.
  • Keller, K.L. (2003). Strategic brand management. (2. Baskı). Upper Saddle River, NJ: Prentice Hall.
  • Kim H-B., Kim W.G. ve An J.A.( 2003). The effect of consumer-based brand equity on firms' financial performance. Journal of Consumer Marketing 20(4): 335-351.
  • Kohli, C., ve Labahn, D.W. (1997). Observation: creating effective brand names: a study of the naming process. Journal of Advertising Research, 37 (1), 67-75.
  • Krugman, H. (1965). The Impact of television advertising: learning without ınvolvement. Public Opinion Quarterly, 29(Fall), 349–356.
  • Kotler, P. ve Keller, K. L. (2006). Marketing management. (12. Baskı). Londra: Prentice Hall.
  • Kozak, M. ve Rimmington, M. (2000). Tourist satisfaction with Mallorca, Spain, as an off-season holiday destina tion. Journal of Travel Research. 38(3), 260–269.
  • Leuthesser, L. (1988). Defining, measuring and managing brand equity: A conference summary. Report #88-104, Cambridge, MA: Marketing Science Institute.
  • Liang, C. ve Wang, W. (2008). Do loyal and more ınvolved customers reciprocate retailer’s relationship efforts?. Journal of Services Research, Vol.8, No.1, April- September,72-73.
  • Lee, J. ve Beeler, C. (2009). An ınvestıgatıon of predıctors of satısfactıon and future ıntentıon: lınks to motıvatıon, ınvolvement, and servıce qualıty ın a local festıval. Event Management, Vol. 13, 17–29
  • Low, G. S., ve Lamb, C. W. (2000). The measurement and dimensionality of brand associations. Journal of Product ve Brand Management, Vol:9, No:6, 350-368.
  • McDonnell, I., Johnny, A., ve O’toole, W., (1998), festival and special event management, Avustralya: John Wiley & Sons Ltd. Yayınları.
  • Mossberg, L. ve Getz, D. (2006). Stakeholder ınfluences on the ownership and management of festival brands. Scandianavian Journal of Hospitality and Tourism, Vol.6, No.4, 308-326.
  • Motameni, R. ve Shahrokhı M. (1998). Brand equity valuation: A global perspective. Journal of Product ve Brand Management 7(4), 275-290.
  • Muehling, D. D. ve LACZNIAK, R. N. (1988). Advertising’s ımmediate and delayed ınfluence on brand attitudes: considerations across message- ınvolvement levels. Journal of Advertising, 17(4), 23–34.
  • Murray, D. ve Howat. G. (2002) .The Relationships among service quality, value, satisfaction, and future ıntentions of customers at an australian sports and leisure centre. Sport Management Review, 5, 25–43
  • Nicholson, R. E. ve Pearce, D. G. (2001). Why do people attend events:a comparative analysis of visitor motivations at four south ısland events. Journal of Travel Research, Vol. 39, 449-460.
  • Odabaşı, Y. ve Oyman, M. (2002). Pazarlama iletişimi yöntemi, Eskişehir: MediaCat Kitapları.
  • Odabaşı, Y. ve Barış, G. (2003) Tüketici davranışı, İstanbul: MediaCat Kitapları.
  • Odin, Y., Odin N. ve Florence, P.V.(2001). Conceptual and operational aspects of brand loyalty an empirical ınvestigation. Journal of Business Research, Vol:53, 75–84.
  • Oh, H., ve Parks, S. (1997). Customer satisfaction and ser vice quality: A critical review of the literature and re search implications for the hospitality industry. Hospi tality Research Journal, 20(3), 52–64.
  • Olberling. J. D. ve Jisha J. (2005). The flying pigs’: building brand equity in a major urban marathon. Sport Marketing Quarterly. 14, 191-196.
  • Oliver, R. L. (1980). A cognitive model of the antecedents and outcomes of satisfaction decisions. Journal of Martketing Research, 17, 460–469.
  • Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(Special), 33–44.
  • Pappu, R. Quester, P. G. ve Cooksey, R. W. (2005). Consumer- based brand equity: ımproving the measurement-empirical evidence. Journal of Product ve Brand Management, Vol:14, No:3,143–154.
  • Pappu, R., Quester P. G. ve Cooksey R., W. (2006). Consumer- based brand equity and country of origin relationships some empirical evidence. European Journal of Marketing, Vol:40, No:5/6, 696-717.
  • Pappu, R. ve Quester, P. G. (2006). A consumer-based method for retailer equity measurement: results of an empirical study. Journal of Retailing and Consumer Services. Vol:4, No:1, 1–13.
  • Parasuraman, A. V., Zeithaml, A. ve Berry L, L. (1988). SERVQUAL: A multiple-ıtem scale for measuring consumer perceptions of- service quality. Journal of Retailing. Vol:64, No:1, Spring,12–40.
  • Parasuraman, A., Berry, L.L., ve Zeithaml, V.A. (1993). More on improving service quality measurement. Journal of Retailing, 69(2), 140–147.
  • Parent, M.,M. ve Seguin, B. (2008). Toward a model of brand creation for ınternational large-scale sporting event: the ımpact of leadership, contev and nature of the events, Journal of Sport Management. 22, 526-549.
  • Park, K., Reisinger, Y. ve PARK, C. (2009). Vısıtors’ motıvatıon for attendıng theme parks ın orlando, florıda. Event Management. Vol. 13, 83–101
  • Pine, J. B. ve Gilmore, J. H. (1998). Welcome to the experience economy. Harvard Business Review. July-August, 97-105.
  • Pine, J. B. ve Gilmore, J. H. (2001). Welcome to the experience economy. Health Forum Journal. September-October,10-16.
  • Pine, J. B. ve Gilmore, J. H. (2008). Keep It Real: Learn to understand, manage and excel at rendering authenticity, Marketing Management, January-February,18-24.
  • Pira, A. (2004). Etkinlik yönetimi, İstanbul: MediaCat Kitapları.
  • Ritchie, J. B. R. ve Aitken, C. E. (1984) Assessing the Impacts of the 1988 olympic winter games: The Research Program and Initial Results. Journal of Travel Research. Vol.22 / 3, 17-25.
  • Roche, M. (1994). Mega-events and urban policy, Annab of Tourism Management, Vol.21, 1-19.
  • Rothschild M. L. ve Houston M. J. (1980). Individual differences in voting behavior. Advances in Consumer Research,7, 655–658. Schmitt, B. (2003). Customer experience management: a revolutionary approach to connecting with your customers, New York, John: Wiley and Sons.
  • Sun, H. (2007). Destination and event marketing: A Case Study in 2007 CveD Xiamen International Marathon, China. Yayınlanmamış Yüksek Lisans Tezi. Canada: The University of Waterloo.
  • Şahin, A. (1998). Marka kimliği, İstanbul Üniversitesi İletişim Fakültesi Dergisi. Sayı: 8, 33-40.
  • Şimşek,Ö.M. (2007) Yapısal Eşitlik modellemesine giriş temel ı̇lkeler ve lı̇srel uygulamaları, Ekinoks, Ankara.
  • Tıan-Cole, S., Crompton, J. L., ve Wilson, V. L . (2002). An empirical investigation of the relationships between service quality, satisfaction and behavioral intentions among visitors to a wildlife refuge. Journal of Leisure Research, 34(1), 23.
  • Tolungüç, A. (2000). Pazarlama reklam iletişim, Ankara: Ankara Üniversitesi, İletişim Fakültesi Halkla İlişkiler ve Tanıtım Bölümü Yayını.
  • Thompson, B. and Stegemann, N. (2005). Brand equity and the cultural event: the amalgamation of multiple brands for a unified marketing communications performance. Proceedings of the 8th International Conference on Arts and Cultural Management, Canada: HEC Montréal.
  • Um, S., Chon, K., ve Ro, Y. (2006). Antecedents of revisit intention. Annals of Tourism Research, 33(4), 1141–1158.
  • Uztuğ, F. (1999). Reklamda marka yapılandırma stratejileri ve uygulamaları, Yayınlanmamış Doktora Tezi. Eskişehir: Anadolu Üniversitesi.
  • Uztuğ, F. (2003). Markan kadar konuş! Marka iletişimi stratejileri, İstanbul: MediaCat Kitapları.
  • Walgren, C. J., Cobb, R. C. A.ve Donthu, N. (1995). Brand equity, brand preference, and purchase ıntent, Journal of Advertising. Vol:24, No:3, Fall, 25–40.
  • Wamwara-Mbugua, L. W. ve Cornwell, T. B. (2010). Vısıtor motıvatıon to attendıng ınternatıonal festıvals. Event Management, Vol. 13, 277–286.
  • Weinberger, D. (2008). Authenticity: Is ıt real or ıs ıt marketing?, Harvard Business review Case Study. March, 33-43.
  • Weihe, K., Mau, G. ve Silberer, G. (2006). How do marketing-events work? Marketing-events and brand attitudes. International Advertising and Communication. Part III, 199-216.
  • Westerbeek, H.M., Turner, P. ve Ingerson, L. (2001) Key success factors in bidding for hallmark sporting events. International Marketing Review. Vol. 19 / 3, 303 – 322.
  • Winters, L.C. (1991). Brand equity measures: some recent advances. Marketing Research 3: 70-73.
  • White, C. ve Yu Y. (2005). Satisfaction emotions and consumer behavioral intention. The Journal of Services Marketing. 19, 6/7. 411-420.
  • Wood, E. H.(2009). Evaluating event marketing: experience or outcome? Journal of Promotion Management. 15:247–268.
  • Yoo, B., Donthu, N., ve Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of Academy of Marketing Science. Vol:28, No:2,195–211.
  • Yoon, S.J. ve Kim, J.H. (2000). An empirical validation of a loyalty model based on expectation disconfirmation.The Journal of Consumer Marketing. 17. 2 ,120-136.
  • Yu, Y. ve Dean, A. (2001). The contribution of emotional satisfaction to consumer loyalty, International Journal of Sevice Industry Management. Vol.12, No.3. 234-250.
  • Yuan, J. (2005). An analysis of wine festival attendees’ motivations: A synergy of wine, travel and special events?. Journal of Vacation Marketing Vol. 11 No.1. 41–58.
  • Zaichkowsky, J. L. (1985). Masuring the ınvolvement construct. Journal of Consumer Research, 12(December), 341–352.

Year 2019, Issue: 31, 297 - 326, 28.12.2019

Levent Özkoçak

Abstract

References

  • Aaker, J. (1997). Dimensions of brand personality. JMR, Journal of Marketing Research, 34, 347–356.
  • Aaker, D. A. (1997). Should you take your brand to where the action ıs? Harward Business Review, Sep-Oct, 135-143.
  • Athanassopoulos, D. A. (2000). Customer satisfaction cues to support market segmentation and explain switching behavior. Journal of Business Research 47, 191–207
  • Babacan, E. ve Göztaş, A. (2011). Etkinlik yönetimi, Ankara: Detay Yayıncılık.
  • Baker, D.A. ve Crompton, J. L. (2000). Qualıty, satısfactıon and behavıoral ıntentıons. Annals of Tourism Research, Vol. 27, No. 3, 785-804.
  • Batra R. ve Ray L. M.(1983). Operationalizing ınvolvement as depth and quality of cognitive response in alice tybout and richard bagozzi (eds.). Advances in Consumer Research 10 (Ann Arbor, MI: Association for Consumer Research), 309–313.
  • Baron,R.,M. ve Kenny,D.A. (1986). The moderaor-mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations, Journal of Personality and Social Psychology, Vol.51, No.6, 1173-1182.
  • Bendixen, M., Bukasa K.A. ve Abratt R. (2004). Brand equity in the business-to-business market. Industrial Marketing Management 33(5): 371-380.
  • Biel, A.L. (1992). How brand ımage drives brand equity. Journal of Advertising Research, 32: 6-12.
  • Bloch, P. H. (1982). Involvement beyond the purchase process: conceptual ıssues and empirical ınvestigation. Advances in Consumer Research, 9, 413–417.
  • Bloch, P. H. ve Richins M. L. (1983). A Theoretical model for the study of product ımportance perceptions. Journal of Marketing, Summer 47, 69–81.
  • Bulgan, U. ve Gürdal, G. (2005). Hizmet kalitesi ölçülebilir mi? ÜNAK’05. Bilgi Hizmetlerinin Organizasyonu ve Pazarlanması. Erişim tarihi: 12.10.2011, http://kaynak.unak.org.tr/bildiri/unak05/u05-22.pdf
  • Caru, A., ve Cova, B. (2003). Revisiting consumption experience: a more humble but complete view of the concept. Marketing Theory, 3(2), 267–286.
  • Chaudhuri, A. (1995). Brand equity or double jeopardy? Journal of Product ve Brand Management 4(1): 26-32.
  • Clarke, K. ve Belk R. W. (1979). The effects of product ınvolvement and task definition on anticipated consumer effort. Advances in Consumer Research, 6, 313–318.
  • Cooper, C. G. (2011). The Motivational preferences of consumers attending multiple ncaa wrestling events. Sport Marketitig Quarterly, 20, 33-40,
  • Crompton, J. L. ve McKay, S. L. (1997). Motıves of vısıtors attendıng festıval events. Annals of Tourism Research, Vol. 24, No. 2, 425-439
  • de Chernatony, L. (1999). Brand management through narrowing the gap between brand identity and brand reputation. Journal of Marketing Management, 15, 157–179.
  • de Chernatony, L. (2001). A model for strategically building brands. Brand Management, 9, 32–44.
  • de Chernatony, L., ve Harris, F. (2000). Developing corporate brands through considering i nternal and external stakeholders. Corporate Reputation Review, 3, 268–274.
  • Drengner, J (2003). Imagewirkunger von eventmarketing: entwicklung eines ganzheitlichen messansatzes. Yayınlanmamış Doktora Tezi, Wisbaden.: Chemnitz Teknik Üniversitesi. Eleren A., Bektaş Ç. ve Görmüş A. Ş. (2007). Hizmet sektöründe hizmet kalitesinin servqual yöntemi ile ölçülmesi ve hazır yemek işletmesinde bir uygulama. Finans Politik ve Ekonomik Yorumlar, 44 (514), 75-88.
  • Ennew, T.C. ve Martin, R.B. (1999). Impact of participative service relationships on quality, satisfaction and retention: an exploratory study. Journal of Business Research 46, 121–132.
  • Espınóla, A. ve Badrinarayanan, V. (2010). Consumer expertıse, sacralızatıon, and event attendance: a conceptual framework. Marketing Management Journal, Spring, 145-164.
  • Farquhar, P. H. (1989). Managing brand equity. Marketing Research 1(3):24-33.
  • Floyd, M. (1997). Pleasure, arousal and dominance: exploring affective determinants of recreation satisfaction. Leisure Sciences, 19, 83-96.
  • Funk, D. C., Ridinger, L. L. ve Moorman, A. M. (2004). Exploring origins of ınvolvement: understanding the relationship between consumer motives and ınvolvement with professional sport teams. Leisure Sciences, 26, 35–61.
  • Gagliano, K.,ve Hathcote, J. (1994). Customer expectations and perceptions of service quality in retail apparel specialty stores. Journal of Services Marketing, 8(1) 60–69.
  • Getz, D. ve Frisby, W. (1990). Festival Management: A case study perspective, Journal of Travel Research, Vol:28 / 3, 14-34.
  • Getz, D. (2002). Event studies and event management: on becoming an academic discipline. Journal of Hospitality and Tourism Management, Vol.9, No.1, 12-23.
  • Getz, D. (2005). Event management and event tourism New York: Cognizant.
  • Getz, D. (2007). Event studies, Oxford: Butterworth-Heinemann.
  • Gilles, L. ve Kapferer, J.N. (1985). Measuring consumer ınvolvement profiles. Journal of Marketing Research, 22, February, 41–53.
  • Grainger-JONES, B.(1999). Managing leisure, New York: Butterworth-Heinemann.
  • Gülsoy, T. (1999). Türkçe-ingilizce, ingilizce-türkçe dizinli reklam terimleri ve kavramları sözlüğü, İstanbul:.Adam Yayınları.
  • GWİNNER, K. (1997). A model of image creation and image transfer in event sponsorship. International Marketin Review, Vol.14 No.3, 145-158.
  • Harmsen, K. (2001). Experiential event marketing: building brand relationship that last. IMC Research Journal, Spring, 19-26
  • Hisrich, R. D. ve Peters, M.P. (1991). Marketing decisions for new and mature products, New York: MacMillan Pub. Co.
  • Horner, S. ve Swaebrooke, J. (2005). Leisure Marketing A Global Perspective, Elsevier Burlington: Butterworth-Heinemann.
  • Howard, S. (1998). Corporate ımage management. Singapore: Butterworth- Heinemann.
  • Howat, G., Murray, D., ve Crilley, G. (1999). The relationships between service problems and perceptions of service quality, satisfaction, and behavioural intentions of Australian public sports and leisure centre customers. Journal of Park and Recreation Administration, 17(2), 42–64.
  • Hunt, K. H. (1977). CS/D-Overview and future research directions. In K. Hunt (Ed.). Conceptualization and measurement of consumer satisfaction and dissatisfaction (pp. 455–458). Cambridge, MA: Marketing Science Institute.
  • Hunt, K. H. (1993). CS/D ve CB research suggestions and observations for the 1990’s. Journal of Consumer Satisfaction, Dissatisfaction, and Complaining Behavior, 6, 24–26.
  • Karaküçük S. (2001). Rekreasyon boş zamanları değerlendirme. Ankara: Gazi Kitap Evi.
  • Kapferer J.N. (1992). Strategic brand management. New York and London: Kogan Page.
  • Kapferer, J. ve Kapferer, N. (1994). Strategic brand management: new approaches to creating ve evaluating brand equity, New York: Diane Publishing.
  • Kapferer, J.N. (1997). Strategic brand management: creating and sustaining brand equity long term. (2. Baskı). London: Kogan Page.
  • Kardes, F.R. (2002). Consumer Behavior and managerial decision making, (2. baskı). New Jersey: Prentice Hall.
  • Kavas A.C. (1995). Tüketici davranışları, Eskişehir: Anadolu Üniversitesi Yayınları.
  • Keller, K.L. (2003). Strategic brand management. (2. Baskı). Upper Saddle River, NJ: Prentice Hall.
  • Kim H-B., Kim W.G. ve An J.A.( 2003). The effect of consumer-based brand equity on firms' financial performance. Journal of Consumer Marketing 20(4): 335-351.
  • Kohli, C., ve Labahn, D.W. (1997). Observation: creating effective brand names: a study of the naming process. Journal of Advertising Research, 37 (1), 67-75.
  • Krugman, H. (1965). The Impact of television advertising: learning without ınvolvement. Public Opinion Quarterly, 29(Fall), 349–356.
  • Kotler, P. ve Keller, K. L. (2006). Marketing management. (12. Baskı). Londra: Prentice Hall.
  • Kozak, M. ve Rimmington, M. (2000). Tourist satisfaction with Mallorca, Spain, as an off-season holiday destina tion. Journal of Travel Research. 38(3), 260–269.
  • Leuthesser, L. (1988). Defining, measuring and managing brand equity: A conference summary. Report #88-104, Cambridge, MA: Marketing Science Institute.
  • Liang, C. ve Wang, W. (2008). Do loyal and more ınvolved customers reciprocate retailer’s relationship efforts?. Journal of Services Research, Vol.8, No.1, April- September,72-73.
  • Lee, J. ve Beeler, C. (2009). An ınvestıgatıon of predıctors of satısfactıon and future ıntentıon: lınks to motıvatıon, ınvolvement, and servıce qualıty ın a local festıval. Event Management, Vol. 13, 17–29
  • Low, G. S., ve Lamb, C. W. (2000). The measurement and dimensionality of brand associations. Journal of Product ve Brand Management, Vol:9, No:6, 350-368.
  • McDonnell, I., Johnny, A., ve O’toole, W., (1998), festival and special event management, Avustralya: John Wiley & Sons Ltd. Yayınları.
  • Mossberg, L. ve Getz, D. (2006). Stakeholder ınfluences on the ownership and management of festival brands. Scandianavian Journal of Hospitality and Tourism, Vol.6, No.4, 308-326.
  • Motameni, R. ve Shahrokhı M. (1998). Brand equity valuation: A global perspective. Journal of Product ve Brand Management 7(4), 275-290.
  • Muehling, D. D. ve LACZNIAK, R. N. (1988). Advertising’s ımmediate and delayed ınfluence on brand attitudes: considerations across message- ınvolvement levels. Journal of Advertising, 17(4), 23–34.
  • Murray, D. ve Howat. G. (2002) .The Relationships among service quality, value, satisfaction, and future ıntentions of customers at an australian sports and leisure centre. Sport Management Review, 5, 25–43
  • Nicholson, R. E. ve Pearce, D. G. (2001). Why do people attend events:a comparative analysis of visitor motivations at four south ısland events. Journal of Travel Research, Vol. 39, 449-460.
  • Odabaşı, Y. ve Oyman, M. (2002). Pazarlama iletişimi yöntemi, Eskişehir: MediaCat Kitapları.
  • Odabaşı, Y. ve Barış, G. (2003) Tüketici davranışı, İstanbul: MediaCat Kitapları.
  • Odin, Y., Odin N. ve Florence, P.V.(2001). Conceptual and operational aspects of brand loyalty an empirical ınvestigation. Journal of Business Research, Vol:53, 75–84.
  • Oh, H., ve Parks, S. (1997). Customer satisfaction and ser vice quality: A critical review of the literature and re search implications for the hospitality industry. Hospi tality Research Journal, 20(3), 52–64.
  • Olberling. J. D. ve Jisha J. (2005). The flying pigs’: building brand equity in a major urban marathon. Sport Marketing Quarterly. 14, 191-196.
  • Oliver, R. L. (1980). A cognitive model of the antecedents and outcomes of satisfaction decisions. Journal of Martketing Research, 17, 460–469.
  • Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(Special), 33–44.
  • Pappu, R. Quester, P. G. ve Cooksey, R. W. (2005). Consumer- based brand equity: ımproving the measurement-empirical evidence. Journal of Product ve Brand Management, Vol:14, No:3,143–154.
  • Pappu, R., Quester P. G. ve Cooksey R., W. (2006). Consumer- based brand equity and country of origin relationships some empirical evidence. European Journal of Marketing, Vol:40, No:5/6, 696-717.
  • Pappu, R. ve Quester, P. G. (2006). A consumer-based method for retailer equity measurement: results of an empirical study. Journal of Retailing and Consumer Services. Vol:4, No:1, 1–13.
  • Parasuraman, A. V., Zeithaml, A. ve Berry L, L. (1988). SERVQUAL: A multiple-ıtem scale for measuring consumer perceptions of- service quality. Journal of Retailing. Vol:64, No:1, Spring,12–40.
  • Parasuraman, A., Berry, L.L., ve Zeithaml, V.A. (1993). More on improving service quality measurement. Journal of Retailing, 69(2), 140–147.
  • Parent, M.,M. ve Seguin, B. (2008). Toward a model of brand creation for ınternational large-scale sporting event: the ımpact of leadership, contev and nature of the events, Journal of Sport Management. 22, 526-549.
  • Park, K., Reisinger, Y. ve PARK, C. (2009). Vısıtors’ motıvatıon for attendıng theme parks ın orlando, florıda. Event Management. Vol. 13, 83–101
  • Pine, J. B. ve Gilmore, J. H. (1998). Welcome to the experience economy. Harvard Business Review. July-August, 97-105.
  • Pine, J. B. ve Gilmore, J. H. (2001). Welcome to the experience economy. Health Forum Journal. September-October,10-16.
  • Pine, J. B. ve Gilmore, J. H. (2008). Keep It Real: Learn to understand, manage and excel at rendering authenticity, Marketing Management, January-February,18-24.
  • Pira, A. (2004). Etkinlik yönetimi, İstanbul: MediaCat Kitapları.
  • Ritchie, J. B. R. ve Aitken, C. E. (1984) Assessing the Impacts of the 1988 olympic winter games: The Research Program and Initial Results. Journal of Travel Research. Vol.22 / 3, 17-25.
  • Roche, M. (1994). Mega-events and urban policy, Annab of Tourism Management, Vol.21, 1-19.
  • Rothschild M. L. ve Houston M. J. (1980). Individual differences in voting behavior. Advances in Consumer Research,7, 655–658. Schmitt, B. (2003). Customer experience management: a revolutionary approach to connecting with your customers, New York, John: Wiley and Sons.
  • Sun, H. (2007). Destination and event marketing: A Case Study in 2007 CveD Xiamen International Marathon, China. Yayınlanmamış Yüksek Lisans Tezi. Canada: The University of Waterloo.
  • Şahin, A. (1998). Marka kimliği, İstanbul Üniversitesi İletişim Fakültesi Dergisi. Sayı: 8, 33-40.
  • Şimşek,Ö.M. (2007) Yapısal Eşitlik modellemesine giriş temel ı̇lkeler ve lı̇srel uygulamaları, Ekinoks, Ankara.
  • Tıan-Cole, S., Crompton, J. L., ve Wilson, V. L . (2002). An empirical investigation of the relationships between service quality, satisfaction and behavioral intentions among visitors to a wildlife refuge. Journal of Leisure Research, 34(1), 23.
  • Tolungüç, A. (2000). Pazarlama reklam iletişim, Ankara: Ankara Üniversitesi, İletişim Fakültesi Halkla İlişkiler ve Tanıtım Bölümü Yayını.
  • Thompson, B. and Stegemann, N. (2005). Brand equity and the cultural event: the amalgamation of multiple brands for a unified marketing communications performance. Proceedings of the 8th International Conference on Arts and Cultural Management, Canada: HEC Montréal.
  • Um, S., Chon, K., ve Ro, Y. (2006). Antecedents of revisit intention. Annals of Tourism Research, 33(4), 1141–1158.
  • Uztuğ, F. (1999). Reklamda marka yapılandırma stratejileri ve uygulamaları, Yayınlanmamış Doktora Tezi. Eskişehir: Anadolu Üniversitesi.
  • Uztuğ, F. (2003). Markan kadar konuş! Marka iletişimi stratejileri, İstanbul: MediaCat Kitapları.
  • Walgren, C. J., Cobb, R. C. A.ve Donthu, N. (1995). Brand equity, brand preference, and purchase ıntent, Journal of Advertising. Vol:24, No:3, Fall, 25–40.
  • Wamwara-Mbugua, L. W. ve Cornwell, T. B. (2010). Vısıtor motıvatıon to attendıng ınternatıonal festıvals. Event Management, Vol. 13, 277–286.
  • Weinberger, D. (2008). Authenticity: Is ıt real or ıs ıt marketing?, Harvard Business review Case Study. March, 33-43.
  • Weihe, K., Mau, G. ve Silberer, G. (2006). How do marketing-events work? Marketing-events and brand attitudes. International Advertising and Communication. Part III, 199-216.
  • Westerbeek, H.M., Turner, P. ve Ingerson, L. (2001) Key success factors in bidding for hallmark sporting events. International Marketing Review. Vol. 19 / 3, 303 – 322.
  • Winters, L.C. (1991). Brand equity measures: some recent advances. Marketing Research 3: 70-73.
  • White, C. ve Yu Y. (2005). Satisfaction emotions and consumer behavioral intention. The Journal of Services Marketing. 19, 6/7. 411-420.
  • Wood, E. H.(2009). Evaluating event marketing: experience or outcome? Journal of Promotion Management. 15:247–268.
  • Yoo, B., Donthu, N., ve Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of Academy of Marketing Science. Vol:28, No:2,195–211.
  • Yoon, S.J. ve Kim, J.H. (2000). An empirical validation of a loyalty model based on expectation disconfirmation.The Journal of Consumer Marketing. 17. 2 ,120-136.
  • Yu, Y. ve Dean, A. (2001). The contribution of emotional satisfaction to consumer loyalty, International Journal of Sevice Industry Management. Vol.12, No.3. 234-250.
  • Yuan, J. (2005). An analysis of wine festival attendees’ motivations: A synergy of wine, travel and special events?. Journal of Vacation Marketing Vol. 11 No.1. 41–58.
  • Zaichkowsky, J. L. (1985). Masuring the ınvolvement construct. Journal of Consumer Research, 12(December), 341–352.
There are 107 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Levent Özkoçak 0000-0002-0500-5244

Publication Date December 28, 2019
Acceptance Date December 10, 2019
Published in Issue Year 2019Issue: 31

Cite

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
 Download Cover Image

Creative Commons Lisansı TRDizinlogo_live-e1586763957746.png