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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

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

Levent Özkoçak

Abstract

References

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  • Babacan, E. ve Göztaş, A. (2011). Etkinlik yönetimi, Ankara: Detay Yayıncılık.
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  • 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.
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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
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