Publication: Marka kişiliği ile marka imajı arasındaki ilişkinin parekende sektöründe incelenmesi
Abstract
Globalleşen dünyamızda işletmeler arasındaki yoğun rekabet artmış bununla birlikte marka kavramı tüketiciler/ firmalar tarafından oldukça önemli bir hale gelmiştir. Firmalar kendilerine değer yaratabilmek adına markalaşmaya, tutundurmaya olan yatırımlarını artırmışlardır. Tüketici, markalarda oluşturulan fonksiyonel özelliklerin yanı sıra kendisinde yaratmış olduğu duyguyu ve eşsiz deneyimi aramakta, kendisinde benzer özellikler gözlemlediği veya tamamen zıt karakterde olan firmaları tercih eder konuma gelmektedir. Bu durum da insandaki karakterlerin marka ile ilişkilendirilmesine, marka kişilik kavramındaki gelişime zemin hazırlamıştır.Bu tez çalışmasının amacı; marka kişiliği ile marka imajı arasındaki ilişkiyi perakende sektöründe incelemektir. Bu kapsamda ayakkabı sektöründen FLO firması çalışmayı oluşturmaktadır. Çalışma dört ana bölümden oluşmaktadır. Birinci bölümde marka ve marka ile ilgili kavramlar. İkinci bölümde marka kişiliği kavramı, üçüncü bölümde çalışmanın içeriğini oluşturan marka imajı kavramları incelenmiştir. Çalışmanın son bölümü olan araştırma kısmında yapılan araştırma ayrıntılı bir şekilde açıklanmış, çalışma kapsamında uygulanan anketlere ait veri analizleri ve açıklamaları yer almaktadır. Araştırmanın sonuçlandırılması için faktör analizi, güvenilirlik analizi, regresyon analizi, ANOVA ve T testi uygulamaları yapılmıştır.
The aim of this thesis study is to investigate the relation between brand personality and brand image within the retail sector. To this end, the company FLO, operating in shoe sector, is selected as subject of the study.The study is comprised of four sections. The first section handles the brand and brand-related concepts. Brand personality concept was analyzed in the second section, and the third section dealIn a rapidly globalizing world, the competition between enterprises has intensified and been on the rise. In addition, the concept of brand has become quite significant for the consumers/ companies. Companies escalated their investments on branding and promotion so as to create value within their structures. In addition to the functional features, consumers generally seek the feeling and unmatched experience the brand offers them. They now choose companies in which they find features relatable to themselves, or companies with completely opposite characteristics. This, in return, has laid the foundation for associating the traits of persons with the brand and the development of brand personality concept.s with the brand image concepts, which all make up the contents of the study. In the last section, the research segment, the research conducted is laid out in detail, and the data analyses and explanations regarding the surveys done within the scope of the research are provided. Factor analysis, reliability analysis, regression analysis, ANOVA and T test were implemented to conclude the research.
The aim of this thesis study is to investigate the relation between brand personality and brand image within the retail sector. To this end, the company FLO, operating in shoe sector, is selected as subject of the study.The study is comprised of four sections. The first section handles the brand and brand-related concepts. Brand personality concept was analyzed in the second section, and the third section dealIn a rapidly globalizing world, the competition between enterprises has intensified and been on the rise. In addition, the concept of brand has become quite significant for the consumers/ companies. Companies escalated their investments on branding and promotion so as to create value within their structures. In addition to the functional features, consumers generally seek the feeling and unmatched experience the brand offers them. They now choose companies in which they find features relatable to themselves, or companies with completely opposite characteristics. This, in return, has laid the foundation for associating the traits of persons with the brand and the development of brand personality concept.s with the brand image concepts, which all make up the contents of the study. In the last section, the research segment, the research conducted is laid out in detail, and the data analyses and explanations regarding the surveys done within the scope of the research are provided. Factor analysis, reliability analysis, regression analysis, ANOVA and T test were implemented to conclude the research.