Risk Algisinin Marka Sadakatine Etkisi: Cep Telefonlari Kategorisinde Bir Uygulama

Mehmet Ozer Demir ()
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Mehmet Ozer Demir: Akdeniz Universitesi, Elmali Meslek Yuksekokulu

Ege Academic Review, 2011, vol. 11, issue 2, 267-276

Abstract: Son yillarda marka sadakati uzerine bircok calisma yapilmaktadir. Arastirmacilarin bir kismi tuketicilerin sadakat gosterip gostermedikleri uzerine yogunlasirken bir kisim arastirmacilar ise marka sadakatinin nasil olustugu uzerine calismalar yurutmektedir. Yazinda marka sadakatinin guven, baglilik, imaj, vb boyutlar ile iliskisi irdelenmistir. Yurutulmekte olan calismada, benzer sekilde, tuketicilerin risk algilari ile marka sadakati arasindaki iliski incelenmektedir. Cep telefonlari uzerine yapilan arastirma, Antalya ili sinirlari icerisinde gerceklestirilmistir. Sonuclar tuketicilerin risk algilarinin marka sadakati uzerinde etkisi oldugunu, ancak her risk algisinin ayni duzeyde etkili olmadigini ortaya koymaktadir.

Keywords: Risk; Marka Sadakati; Cep Telefonu; Regresyon Analizi (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2011
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