Araştırma Makalesi
BibTex RIS Kaynak Göster

Yıl 2016, Cilt: 16 Sayı: 1, 159 - 173, 25.04.2016

Doç. Dr. Elif Karaosmanoğlu Dr. Ramazan Nacar Prof. Dr. Nimet Uray

Öz

Kaynakça

  • Aaker, D. A. (1991). Managing brand equity: capitalizing on the value of a brand name. New York: The Free Press.
  • Aaker, D.A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102-130.
  • Aladwani, A.M. ve Palvia, P.C. (2002). Developing and validating an instrument for measuring user-perceived web quality. Information & Management, 39, 467-476.
  • Anderson, J. ve Gerbing, D. (1988). Structural equation modelling in practice: a review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423.
  • Atılgan, E., Aksoy, Ş. ve Akıncı, S. (2005). Determinants of the brand equity: a verification approach in the beverage industry in Turkey. Marketing Intelligence & Planning, 23(3), 237-248.
  • Bagozzi, R., Yi, Y., Philips, L. (1991). Assessing construct validity in organisational research. Administrative Science Quarterly, 36(3), 421-458.
  • Bamert, T. ve Wehrli, H.P. (2005). Service quality as an important dimension of brand equity in Swiss ser- vices industries. Managing Service Quality, 15(2), 132-141.
  • Blattberg, R.C. ve Deighton, J. (1996). Manage marketing by the customer equity test. Harvard Business Review, 74(4), 136-144.
  • Büttner, O. B. ve Göritz, A.S. (2008). Perceived trust- worthiness of online shops. Journal of Consumer Behaviour, 7, 35–50.
  • Christodoulides, G. ve de Chernatony, L. (2004). Dimensionalising on and o ine brands’ composite equity. Journal of Product & Brand Management, 13(3), 168-179.
  • Christodoulides, G. ve de Chernatony, L. (2010). Consumer based brand equity conceptualization and measurement: a literature review. International Journal of Research in Marketing, 52(1), 43-66.
  • Coupland, J. C., Tekchandaney, J. R., Rangaswamy, A. ve Simpson, T. W. (2003). Websites as personalities and playgrounds: their effects on brand image. eBusiness Research Center Working Paper, Penn State University, University Park.
  • de Chernatony, L. ve Christodoulides, G. (2004). Taking the brand promise online: challenges and opportunities. Interactive Marketing, 5(3), 238-251.
  • Doll, W., Xia, W., Torkzadeh, G. (1994). A confirma- tory factor analysis of the end-user computing satisfaction instrument. MIS Quarterly, 18(4), 453- 461.
  • Dou, W. ve Krishnamurthy, S.(2007). Using brand websites to build brands online: a product versus Service BrandComparison. Journal of Advertising Research, 20(7), 193-206.
  • Fassnacht, M. ve Köse, İ. (2007). Consequences of web-based service quality: uncovering a multifaceted chain of effects. Journal of Interactive Marketing, 21 (3), 35-54.
  • Durande-Moreau, A. ve Usunier, J. C. (1999). Time styles and the waiting experience: an exploratory study. Journal of Service Research, 2(2), 173-186.
  • Fornell, C. ve Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
  • Fournier, S. (1998). Consumer and their brands: developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343-373.
  • Gil, R.B., Andres, E.F. ve Salinas, E.M. (2007). Family as a source of consumer-based brand equity. Journal of Product & Brand Management, 16(3), 188- 199.
  • Grover, R. ve Srinivasan, J. (1992). Evaluating the mul- tiple e ects of retail promotions on brand loyal and brand switching segments. Journal of Marketing Research, 29, 76-89.
  • Guan, H., Zhang, X. ve Dong, D. (2007). A research on relationship between customer-based e-tail brand equity and web-market outcomes. IEEE, 7, 3214- 3217.
  • Ha, H-Y. (2004). Factors in uencing consumer per- ceptions of brand trust online. Journal of Product & Brand Management, 13(5), 329-342.
  • Habertürk. (2013, Aralık 22). İşte Türk şirketlerinin in- ternet karnesi! Nisan 1, 2014 tarihinde Habertürk Teknoloji: http://ekonomi.haberturk.com/tekno- loji/haber/905785-iste-turk-sirketlerinin-internet- karnesi adresinden alındı.
  • Hair, J. F., Anderson, R. E., Tatham, R. L. ve Black, W. C. (1998). Multivariate data analysis. 5. Basım, Pe- arson Education Inc., India.
  • Hair, J. F., Black, W. C., Babin, B. J. Anderson, R. E. ve Tatham, R. L. (2006). Multivariate data analysis. 6. basım. New Jersey: Prentice Hall.
  • Heldal, F., Sjøvold, E. ve Heldal, A. F. (2004). Success on the Internet—optimizing relationships through the corporate site. International Journal of Information Management, 24(2), 115-129.
  • Hu, L., ve Bentler, P. M. (1999). Cuto criteria for fit indexes in covariance structure analysis: conventional criteria versus new alternatives. Structural Equation Modeling, 6(1), 1–55.
  • iKobi.net. (2013). Yeni Türk Ticaret Kanunu ve web sitesi. Nisan 1, 2014 tarihinde iKobi: https://www.ikobi. net/web-sitesi-zorunlulugu.php adresinden alındı.
  • İnan, H. ve Doğan, H. (2006). Müşteri odaklı web sitelerinin işletme pazarlama kararlarına ve marka- sına etkisi. Ç.Ü. Sosyal Bilimler Enstitüsü Dergisi, 15(2), 191-206.
  • Jun, C. ve Cai, S. (2001). The key determinants of Internet banking service quality: a content analysis. International Journal of Bank Marketing, 19(7), 276-291.
  • Karacan, D. (2006). Müşteri-odaklı marka denkliği ve marka denkliği unsurlarına yönelik tüketici tutumlarının ölçülmesi: otel işletmeleri üzerine bir uygulama. Yüksek Lisans Tezi, İşletme Bölümü, Çukurova Üniversitesi.
  • Karamustafa, K., Biçkes, D. M. ve Ulama, Ş. (2002). Türkiye’deki konaklama işletmelerinin internet web sitelerini değerlendirmeye yönelik bir çalışma. Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakül- tesi Dergisi, 19, 51-92.
  • Kayaman, R. ve Araslı, H. (2007). Customer based brand equity: evidence from the hotel industry. Managing Service Quality, 17(1), 92-109.
  • Keller, K. L. (1993). Conceptualising, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
  • Keller, K.L. (2003). Strategic brand management: building, measuring and managing brand equity. 2. Basım, Pearson Education, Ltd., New Jersey.
  • Kim, H. ve Kim, W.G. (2005). The relationship between brand equity and firms’ performance in luxury hotels and chain restaurants. Tourism Management, 26, 549-560.
  • Lin, F.J., Huarng, K., Chen, Y.M. ve Lin S.M. (2004). Quality evaluation of web services. Proceedings of the IEEE International Conference on E-Commerce Technology for Dynamic E-Business, 13-15 Eylül 2004, Çin, The Institute of Electrical and Electronics Engineers Inc., 226-233.
  • Lin, Y.J. (2006). Toward the understanding of web equity on an e-commerce website. Yüksek Lisans Tezi, Department of Communications, California State University.
  • Liu, C. ve Arnett, K.P. (2000). Exploring the factors associated with web site success in the context of electronic commerce. Information & Management, 38, 23-33.
  • Liu, Z. ve Yang, X. (2006). E-equity: an empirical study on brand equity model of web portal. Management Science and Engineering, 41-45.
  • Liyin, J. (2009). Dimensions and determinants of web- site brand equity: from the perspective of website contents. Business Research China, 3(4), 514–542.
  • Long, M. ve McMellon, C. (2004). Exploring the determinants of retail service quality on the Internet. Journal of Service Marketing, 18(1), 78-90.
  • Macdonald, E. K. ve Sharp, B. M. (2000). Brand awa- reness e ects on consumer decision making for a common, repeat purchase product: a replication. Journal of Business Research, 48, 5–15.
  • Mackay, M.M., 2001. Application of brand equity me- asures in service markets. Journal of Services Marketing, 15(3), 210-221.
  • Michell, P., King, J. ve Reast, J. (2001). Brand values related to industrial products. Industrial Marketing Management, 30, 415-425.
  • Na, W. ve Marshall, R. (2005). Brand power revisited: measuring brand equity in cyber-space. Journal of Product & Brand Management, 14(1), 49-56.
  • Netemeyer, R.G., Krishnan, B., Pullig, C., Wang, G., Yağcı, M., Dean, D., Ricks, J. ve Wirth, F. (2004). Developing and validating measures of facets of customer-based brand equity. Journal of Business Research, 57, 209-224.
  • Nunnally, J. (1978). Psychometric Theory, London: McGraw Hill.
  • Orel, F.D. ve Karacan, D. (2007). Firma finansal performans düzeyine göre tüketicilerin marka denkliğine yönelik tutumsal farklılıklarının belirlenmesi. Pazarlama Dünyası, 21(2), 30-37.
  • Park, C.S. ve Srinivasan, V. (1994). A Survey-Based Method for Measuring and Understanding Brand Equity and its Extendibility. Journal of Marketing Research, 31( 2), 271-288.
  • Page, C. ve Lepkowska-White E. (2002). Web equity: a framework for building consumer value in online companies. Journal of Consumer Marketing, 19(3), 231-248.
  • Pappu, R., Quester, P. G. ve Cooksey, R. W. (2005). Consumer-based brand equity: improving the measurement – empirical evidence. Journal of Product & Brand Management, 14(3), 143–154.
  • Pappu, R., Quester, P.G. ve Cooksey, R.W. (2006). Consumer-based brand equity and country-of-origin relationships. European Journal of Marketing, 40(5/6), 696-717.
  • Prasad, K. ve Dev, C.S. (2000). Managing hotel brand equity: a customer-centric framework for assessing performance. Cornell Hotel and Restaurant Administration Quarterly, 41(3), 22-31.
  • Ranganathan, C. ve Ganapathy, S. (2002). Key dimensions of business to consumer web sites. Information & Management, 39, 457-465.
  • Rowley, J. (2004). Online branding, Online Information Review, 28(2), 131-138.
  • Santos, J. (2003). E-service quality: a model of virtual service quality dimensions. Managing Service Quality, 13(3), 233-246.
  • Simmons, G.J. (2007). “i-Branding”: developing the in- ternet as a branding tool. Marketing Intelligence & Planning, 25(6), 544-562.
  • Simmons, G., omas, B. ve Truong, Y. (2010). Managing i-branding to create brand equity. European Journal of Marketing, 44(9), 1260-1285.
  • Steenkamp, J. E. M. ve Trijp, H. C. M. (1991). The use of LISREL in validating marketing constructs. International Journal of Research in Marketing, 8, 283-299.
  • Sultan, F., Urban, G.L., Shankar, V. ve Bart, I.Y. (2002). Determinants and role of trust in e-business: a large scale empirical study. MIT Sloan School of Management, ABD, 1-44.
  • Tepeci, M. (1999). Increasing brand loyalty in the hospitality industry. International Journal of Contemporary Hospitality Management, 11(5), 223-229.
  • TÜİK. (2013, Ağustos 22). Hanehalkı Bilişim Teknolojileri Kullanım Araştırması, 2013. Nisan 1, 2014 tarihinde TÜİK: http://tuik.gov.tr/PreHaberBul- tenleri.do?id=13569 adresinden alındı.
  • Van der Merwe, R. ve Bekker, J. (2003). A framework and methodology for evaluating e-commerce web sites. Electronic Networking Applications and Policy, 13(5), 330-341.
  • Yasin, N.M., Noor, M.N. ve Mohamad, O. (2007). Does image of country-of-origin matter to brand equity? Journal of Product & Brand Management, 16(1), 38-48.
  • Yoo, B., Donthu, N., ve Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195-212.
  • Yoo, B. ve Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52, 1-14.
  • Yüksel, H. (2007). İnternet sitelerinin kalite boyutlarının değerlendirilmesi. Dokuz Eylül Üniversitesi İktisadi ve İdari Bilimler Fakültesi Sosyal Bilimler Dergisi, 1, 519-536.

Websiteleri Firmalara Ne Kazandırabilir? Websitesi Kalitesi, Tüketici-Odaklı Marka Değeri ve Satınalma Eğilimi Arasındaki İlişki

Yıl 2016, Cilt: 16 Sayı: 1, 159 - 173, 25.04.2016

Doç. Dr. Elif Karaosmanoğlu Dr. Ramazan Nacar Prof. Dr. Nimet Uray

Öz

İletişim kanalları, marka değerine katkı sağlayan önemli araçlardır. İçinde bulunduğumuz milenyumun önemli pazarlama iletişimi kanallarından olan websiteleri aracılığıyla, firmalar, tüketicilerle sürekli iletişimde olarak ürünlerin marka değerlerini sanal ortamda da arttırmaya çalışmaktadır. Bu noktadan yola çıkarak, çalışmada, websitesi kalitesinin tüketici-odaklı marka değerine etkisi ve tüketici odaklı marka değerinin de satınalma eğilimine etkisi incelenmiştir. Websitesi kalitesini belirleyen boyutlar olarak teknik yeterlilik, belirgin içerik, bilgi kalitesi, güvenlik, etkileşirlik ve cevap verirlik; tüketici-odaklı marka değeri boyutları olarak da marka bilinirliği, marka bağlılığı, algılanan kalite ve marka imajı çalışma kapsamına alınmıştır. Bu amaçla, çevrimiçi (online) anket yöntemiyle elde edilmiş 331 birimlik cevap setine dayandırılarak test edilen yapısal eşitlik modeli ile websitesi kalitesinin tüketici-odaklı marka değeri üzerinden satınalma eğilimine etkisi olduğu saptanmıştır. Websitesi kalitesi ve tüketici-odaklı marka değerinin, belirtilen boyutları içeren çok boyutlu kavramlar olduğu ikinci-seviye ölçüm modeli (second-order measurement model) testi ile doğrulanmıştır.

Anahtar Kelimeler

Websitesi Kalitesi, Tüketici- Odaklı Marka Değeri, Satınalma Eğilimi, Yapısal Eşitlik Modeli

Kaynakça

  • Aaker, D. A. (1991). Managing brand equity: capitalizing on the value of a brand name. New York: The Free Press.
  • Aaker, D.A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102-130.
  • Aladwani, A.M. ve Palvia, P.C. (2002). Developing and validating an instrument for measuring user-perceived web quality. Information & Management, 39, 467-476.
  • Anderson, J. ve Gerbing, D. (1988). Structural equation modelling in practice: a review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423.
  • Atılgan, E., Aksoy, Ş. ve Akıncı, S. (2005). Determinants of the brand equity: a verification approach in the beverage industry in Turkey. Marketing Intelligence & Planning, 23(3), 237-248.
  • Bagozzi, R., Yi, Y., Philips, L. (1991). Assessing construct validity in organisational research. Administrative Science Quarterly, 36(3), 421-458.
  • Bamert, T. ve Wehrli, H.P. (2005). Service quality as an important dimension of brand equity in Swiss ser- vices industries. Managing Service Quality, 15(2), 132-141.
  • Blattberg, R.C. ve Deighton, J. (1996). Manage marketing by the customer equity test. Harvard Business Review, 74(4), 136-144.
  • Büttner, O. B. ve Göritz, A.S. (2008). Perceived trust- worthiness of online shops. Journal of Consumer Behaviour, 7, 35–50.
  • Christodoulides, G. ve de Chernatony, L. (2004). Dimensionalising on and o ine brands’ composite equity. Journal of Product & Brand Management, 13(3), 168-179.
  • Christodoulides, G. ve de Chernatony, L. (2010). Consumer based brand equity conceptualization and measurement: a literature review. International Journal of Research in Marketing, 52(1), 43-66.
  • Coupland, J. C., Tekchandaney, J. R., Rangaswamy, A. ve Simpson, T. W. (2003). Websites as personalities and playgrounds: their effects on brand image. eBusiness Research Center Working Paper, Penn State University, University Park.
  • de Chernatony, L. ve Christodoulides, G. (2004). Taking the brand promise online: challenges and opportunities. Interactive Marketing, 5(3), 238-251.
  • Doll, W., Xia, W., Torkzadeh, G. (1994). A confirma- tory factor analysis of the end-user computing satisfaction instrument. MIS Quarterly, 18(4), 453- 461.
  • Dou, W. ve Krishnamurthy, S.(2007). Using brand websites to build brands online: a product versus Service BrandComparison. Journal of Advertising Research, 20(7), 193-206.
  • Fassnacht, M. ve Köse, İ. (2007). Consequences of web-based service quality: uncovering a multifaceted chain of effects. Journal of Interactive Marketing, 21 (3), 35-54.
  • Durande-Moreau, A. ve Usunier, J. C. (1999). Time styles and the waiting experience: an exploratory study. Journal of Service Research, 2(2), 173-186.
  • Fornell, C. ve Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
  • Fournier, S. (1998). Consumer and their brands: developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343-373.
  • Gil, R.B., Andres, E.F. ve Salinas, E.M. (2007). Family as a source of consumer-based brand equity. Journal of Product & Brand Management, 16(3), 188- 199.
  • Grover, R. ve Srinivasan, J. (1992). Evaluating the mul- tiple e ects of retail promotions on brand loyal and brand switching segments. Journal of Marketing Research, 29, 76-89.
  • Guan, H., Zhang, X. ve Dong, D. (2007). A research on relationship between customer-based e-tail brand equity and web-market outcomes. IEEE, 7, 3214- 3217.
  • Ha, H-Y. (2004). Factors in uencing consumer per- ceptions of brand trust online. Journal of Product & Brand Management, 13(5), 329-342.
  • Habertürk. (2013, Aralık 22). İşte Türk şirketlerinin in- ternet karnesi! Nisan 1, 2014 tarihinde Habertürk Teknoloji: http://ekonomi.haberturk.com/tekno- loji/haber/905785-iste-turk-sirketlerinin-internet- karnesi adresinden alındı.
  • Hair, J. F., Anderson, R. E., Tatham, R. L. ve Black, W. C. (1998). Multivariate data analysis. 5. Basım, Pe- arson Education Inc., India.
  • Hair, J. F., Black, W. C., Babin, B. J. Anderson, R. E. ve Tatham, R. L. (2006). Multivariate data analysis. 6. basım. New Jersey: Prentice Hall.
  • Heldal, F., Sjøvold, E. ve Heldal, A. F. (2004). Success on the Internet—optimizing relationships through the corporate site. International Journal of Information Management, 24(2), 115-129.
  • Hu, L., ve Bentler, P. M. (1999). Cuto criteria for fit indexes in covariance structure analysis: conventional criteria versus new alternatives. Structural Equation Modeling, 6(1), 1–55.
  • iKobi.net. (2013). Yeni Türk Ticaret Kanunu ve web sitesi. Nisan 1, 2014 tarihinde iKobi: https://www.ikobi. net/web-sitesi-zorunlulugu.php adresinden alındı.
  • İnan, H. ve Doğan, H. (2006). Müşteri odaklı web sitelerinin işletme pazarlama kararlarına ve marka- sına etkisi. Ç.Ü. Sosyal Bilimler Enstitüsü Dergisi, 15(2), 191-206.
  • Jun, C. ve Cai, S. (2001). The key determinants of Internet banking service quality: a content analysis. International Journal of Bank Marketing, 19(7), 276-291.
  • Karacan, D. (2006). Müşteri-odaklı marka denkliği ve marka denkliği unsurlarına yönelik tüketici tutumlarının ölçülmesi: otel işletmeleri üzerine bir uygulama. Yüksek Lisans Tezi, İşletme Bölümü, Çukurova Üniversitesi.
  • Karamustafa, K., Biçkes, D. M. ve Ulama, Ş. (2002). Türkiye’deki konaklama işletmelerinin internet web sitelerini değerlendirmeye yönelik bir çalışma. Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakül- tesi Dergisi, 19, 51-92.
  • Kayaman, R. ve Araslı, H. (2007). Customer based brand equity: evidence from the hotel industry. Managing Service Quality, 17(1), 92-109.
  • Keller, K. L. (1993). Conceptualising, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
  • Keller, K.L. (2003). Strategic brand management: building, measuring and managing brand equity. 2. Basım, Pearson Education, Ltd., New Jersey.
  • Kim, H. ve Kim, W.G. (2005). The relationship between brand equity and firms’ performance in luxury hotels and chain restaurants. Tourism Management, 26, 549-560.
  • Lin, F.J., Huarng, K., Chen, Y.M. ve Lin S.M. (2004). Quality evaluation of web services. Proceedings of the IEEE International Conference on E-Commerce Technology for Dynamic E-Business, 13-15 Eylül 2004, Çin, The Institute of Electrical and Electronics Engineers Inc., 226-233.
  • Lin, Y.J. (2006). Toward the understanding of web equity on an e-commerce website. Yüksek Lisans Tezi, Department of Communications, California State University.
  • Liu, C. ve Arnett, K.P. (2000). Exploring the factors associated with web site success in the context of electronic commerce. Information & Management, 38, 23-33.
  • Liu, Z. ve Yang, X. (2006). E-equity: an empirical study on brand equity model of web portal. Management Science and Engineering, 41-45.
  • Liyin, J. (2009). Dimensions and determinants of web- site brand equity: from the perspective of website contents. Business Research China, 3(4), 514–542.
  • Long, M. ve McMellon, C. (2004). Exploring the determinants of retail service quality on the Internet. Journal of Service Marketing, 18(1), 78-90.
  • Macdonald, E. K. ve Sharp, B. M. (2000). Brand awa- reness e ects on consumer decision making for a common, repeat purchase product: a replication. Journal of Business Research, 48, 5–15.
  • Mackay, M.M., 2001. Application of brand equity me- asures in service markets. Journal of Services Marketing, 15(3), 210-221.
  • Michell, P., King, J. ve Reast, J. (2001). Brand values related to industrial products. Industrial Marketing Management, 30, 415-425.
  • Na, W. ve Marshall, R. (2005). Brand power revisited: measuring brand equity in cyber-space. Journal of Product & Brand Management, 14(1), 49-56.
  • Netemeyer, R.G., Krishnan, B., Pullig, C., Wang, G., Yağcı, M., Dean, D., Ricks, J. ve Wirth, F. (2004). Developing and validating measures of facets of customer-based brand equity. Journal of Business Research, 57, 209-224.
  • Nunnally, J. (1978). Psychometric Theory, London: McGraw Hill.
  • Orel, F.D. ve Karacan, D. (2007). Firma finansal performans düzeyine göre tüketicilerin marka denkliğine yönelik tutumsal farklılıklarının belirlenmesi. Pazarlama Dünyası, 21(2), 30-37.
  • Park, C.S. ve Srinivasan, V. (1994). A Survey-Based Method for Measuring and Understanding Brand Equity and its Extendibility. Journal of Marketing Research, 31( 2), 271-288.
  • Page, C. ve Lepkowska-White E. (2002). Web equity: a framework for building consumer value in online companies. Journal of Consumer Marketing, 19(3), 231-248.
  • Pappu, R., Quester, P. G. ve Cooksey, R. W. (2005). Consumer-based brand equity: improving the measurement – empirical evidence. Journal of Product & Brand Management, 14(3), 143–154.
  • Pappu, R., Quester, P.G. ve Cooksey, R.W. (2006). Consumer-based brand equity and country-of-origin relationships. European Journal of Marketing, 40(5/6), 696-717.
  • Prasad, K. ve Dev, C.S. (2000). Managing hotel brand equity: a customer-centric framework for assessing performance. Cornell Hotel and Restaurant Administration Quarterly, 41(3), 22-31.
  • Ranganathan, C. ve Ganapathy, S. (2002). Key dimensions of business to consumer web sites. Information & Management, 39, 457-465.
  • Rowley, J. (2004). Online branding, Online Information Review, 28(2), 131-138.
  • Santos, J. (2003). E-service quality: a model of virtual service quality dimensions. Managing Service Quality, 13(3), 233-246.
  • Simmons, G.J. (2007). “i-Branding”: developing the in- ternet as a branding tool. Marketing Intelligence & Planning, 25(6), 544-562.
  • Simmons, G., omas, B. ve Truong, Y. (2010). Managing i-branding to create brand equity. European Journal of Marketing, 44(9), 1260-1285.
  • Steenkamp, J. E. M. ve Trijp, H. C. M. (1991). The use of LISREL in validating marketing constructs. International Journal of Research in Marketing, 8, 283-299.
  • Sultan, F., Urban, G.L., Shankar, V. ve Bart, I.Y. (2002). Determinants and role of trust in e-business: a large scale empirical study. MIT Sloan School of Management, ABD, 1-44.
  • Tepeci, M. (1999). Increasing brand loyalty in the hospitality industry. International Journal of Contemporary Hospitality Management, 11(5), 223-229.
  • TÜİK. (2013, Ağustos 22). Hanehalkı Bilişim Teknolojileri Kullanım Araştırması, 2013. Nisan 1, 2014 tarihinde TÜİK: http://tuik.gov.tr/PreHaberBul- tenleri.do?id=13569 adresinden alındı.
  • Van der Merwe, R. ve Bekker, J. (2003). A framework and methodology for evaluating e-commerce web sites. Electronic Networking Applications and Policy, 13(5), 330-341.
  • Yasin, N.M., Noor, M.N. ve Mohamad, O. (2007). Does image of country-of-origin matter to brand equity? Journal of Product & Brand Management, 16(1), 38-48.
  • Yoo, B., Donthu, N., ve Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195-212.
  • Yoo, B. ve Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52, 1-14.
  • Yüksel, H. (2007). İnternet sitelerinin kalite boyutlarının değerlendirilmesi. Dokuz Eylül Üniversitesi İktisadi ve İdari Bilimler Fakültesi Sosyal Bilimler Dergisi, 1, 519-536.
Toplam 69 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Doç. Dr. Elif Karaosmanoğlu

Dr. Ramazan Nacar

Prof. Dr. Nimet Uray

Yayımlanma Tarihi 25 Nisan 2016
Gönderilme Tarihi 25 Nisan 2016
Yayımlandığı Sayı Yıl 2016 Cilt: 16 Sayı: 1

Kaynak Göster

APA Karaosmanoğlu, D. D. E., Nacar, D. R., & Uray, P. D. N. (2016). Websiteleri Firmalara Ne Kazandırabilir? Websitesi Kalitesi, Tüketici-Odaklı Marka Değeri ve Satınalma Eğilimi Arasındaki İlişki. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 16(1), 159-173.

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