Kurumsal markalaşmanın tüketici satın alma davranışlarına etkileri: Türkiye telekomünikasyon sektörüne ilişkin bir araştırma
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2016
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Abstract
Serbest piyasanın yapısı gereği, üretici firmaların ürünlerinin satışlarını sağlayabilmek için önem verdikleri konular arasında marka kavramı yer almaktadır. Marka kavramı, tüketicilerin zihinlerinde oluşturulmuş imaj, değer, algılardan meydana gelerek, tercihleri etkileyen önemli bir olgudur. Telekomünikasyon sektöründe markalaşan kurumsal firmalar, tüketici tercihlerinde önemli etkilerde bulunarak, piyasa rekabetinin şekillenmesine olanak sağlamaktadır. Bu noktada marka kavramının içerdiği unsurlar ekonominin yönlenmesinde etkili olabilmektedir.
The nature of the free market, in order to ensure the sale of their products manufacturers among the issues they care about the brand concept is located. The concept of brand, that image was created in the minds of consumers the perception of value coming from is an important phenomenon that affects the choice of. Brand corporate companies in the telecommunications sector, found a significant impact in consumer preferences by, market competition allows the shaping of. At this point, the elements that are included in the concept of brand orientation can be effective in the economy.
The nature of the free market, in order to ensure the sale of their products manufacturers among the issues they care about the brand concept is located. The concept of brand, that image was created in the minds of consumers the perception of value coming from is an important phenomenon that affects the choice of. Brand corporate companies in the telecommunications sector, found a significant impact in consumer preferences by, market competition allows the shaping of. At this point, the elements that are included in the concept of brand orientation can be effective in the economy.
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İşletme, Marka, Markalaşma, Business Administration, Satınalma davranışı, Brand, Branding, Telekomünikasyon sektörü, Purchasing behavior, Tüketici davranışı, Telecommunication sector, Consumer behavior, Tüketici tercihleri, Consumer preferences
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110