Lüks Markalar ve Taklitleri Arasındaki İlişkinin Teoriler Açısından Değerlendirilmesi

Year 2014, Volume: 23 Issue: 2, 301 - 316, 15.10.2014

Nil Engizek , Ahmet Şekerkaya

Abstract

Son yıllarda tüketicilerin lüks markaların taklitlerini satın alma niyetlerinin etkileyen faktörler incelendiğinde fiyatın, tek başına önemli bir etken olmadığı görülmüştür. Fiyat dışı etkenlerin neler olabileceğine dair akademisyenler tarafından çeşitli bilimsel çalışmalar yapılmış olmasına rağmen, bunların büyük bir bölümünün, teorilerle açıklanmadığı dikkat çekmektedir. Bu çalışmadaki amaçta, lüks markalar ve taklitleri arasındaki ilişkiyi teoriler açısından inceleyerek, gerek literatüre gerekse lüks markaların yöneticilerine, konunun daha iyi anlaşılmasını sağlamak açısından katkıda bulunmaktır.

Keywords

Lüks markalar, taklit markalar, tüketici davranışı

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