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Risk Algisinin Marka Sadakatine Etkisi: Cep Telefonlari Kategorisinde Bir Uygulama

Author

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  • Mehmet Ozer DEMIR

    (Akdeniz Universitesi, Elmali Meslek Yuksekokulu)

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.

Suggested Citation

  • Mehmet Ozer DEMIR, 2011. "Risk Algisinin Marka Sadakatine Etkisi: Cep Telefonlari Kategorisinde Bir Uygulama," Ege Academic Review, Ege University Faculty of Economics and Administrative Sciences, vol. 11(2), pages 267-276.
    • Handle: RePEc:ege:journl:v:11:y:2011:i:2:p:267-276
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    Cited by:

    1. Cho, Sang-Hee & Ali, Faizan & Manhas, Parikshat Singh, 2018. "Examining the impact of risk perceptions on intentions to travel by air: A comparison of full -service carriers and low-cost carriers," Journal of Air Transport Management, Elsevier, vol. 71(C), pages 20-27.

    More about this item

    Keywords

    Risk; Marka Sadakati; Cep Telefonu; Regresyon Analizi;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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