Publication: Türkiye’de tüketici bakış açısıyla kurumsal sürdürülebilirlik bileşenlerinin marka varlığı bileşenleri ile ilişkisi
Abstract
TÜRKİYE’DE TÜKETİCİ BAKIŞ AÇISIYLA KURUMSAL SÜRDÜRÜLÜLEBİLİRLİK BİLEŞENLERİNİN MARKA VARLIĞI BİLEŞENLERİ İLE İLİŞKİSİ Sürdürülebilir kalkınma, bugünün ihtiyaçlarının, gelecek kuşakların kendi ihtiyaçlarını karşılama yeteneğinden ödün vermeden karşılanmasıdır. Kurumsal sürdürülebilirlik ise, kurumsal yönetim ilkeleriyle uyumlu olarak, şirket faaliyetlerinin, ekonomik, sosyal ve çevresel etkilerinin dengelenmesi, şirketin bu etkileri dikkate alması ve etkilerin sonuçlarından sorumlu olması anlamına gelmektedir. Özellikle günümüz işletmelerinde markanın sürdürülebilir olmasının kurumsal sürdürülebilirliğe bağlı olduğu savı gittikçe önem kazanmaktadır. Bu çalışmada amaç, “Türkiye’de Tüketici Bakış Açısıyla Kurumsal Sürdürülebilirlik Bileşenleri olan Sosyal Etki, Çevresel Etki ve Kurumsal Yönetişim ile Marka Varlığı Bileşenleri olan Farklılaştırma, Algılanan Kalite, İtibar, Uygunluk, Sadakat, Bilgi, İnovasyon ve Sertifikasyon ile ilişkisini ölçmektir.”
FROM THE TURKISH CONSUMERS’ PERSPECTIVE, THE RELATIONSHIP BETWEEN CORPORATE SUSTAINABILITY COMPONENTS AND BRAND EQUITY COMPONENTS Sustainable Development is defined as development that meets the needs of the present without compromising the ability of future generations to meet their own needs. Corporate sustainability is, to balance the economic, social and environmental effects of business operations in coherence with the corporate governance principles, to take into consideration the effect of those operations and to assume responsibility of its consequences. In today’s contemporary business practices it is widely recognized that the sustainability of a brand depends on corporate sustainability. In this thesis, the objective is to measure from the consumers’ perspective the relationship between Corporate Sustainability Components which are Environmental and Social effect, and Brand Equity Components; Differentiation, Perceived Quality, Reputation, Relevance, Loyalty, Knowledge, Innovation and Certification respectively.
FROM THE TURKISH CONSUMERS’ PERSPECTIVE, THE RELATIONSHIP BETWEEN CORPORATE SUSTAINABILITY COMPONENTS AND BRAND EQUITY COMPONENTS Sustainable Development is defined as development that meets the needs of the present without compromising the ability of future generations to meet their own needs. Corporate sustainability is, to balance the economic, social and environmental effects of business operations in coherence with the corporate governance principles, to take into consideration the effect of those operations and to assume responsibility of its consequences. In today’s contemporary business practices it is widely recognized that the sustainability of a brand depends on corporate sustainability. In this thesis, the objective is to measure from the consumers’ perspective the relationship between Corporate Sustainability Components which are Environmental and Social effect, and Brand Equity Components; Differentiation, Perceived Quality, Reputation, Relevance, Loyalty, Knowledge, Innovation and Certification respectively.