Tüketicilerin Kurumsal Sosyal Sorumluluk Algılamalarının Marka Değeri Üzerine Etkisi

Yıl 2016, Cilt: 16 Sayı: 2, 69 - 88, 12.08.2016

Arş. Grv. Dr. Nil Engizek , Doç. Dr. Bahar Yaşin

https://doi.org/10.18037/ausbd.389177

Cited By: 4

Öz

 Tüketicilerin kurumsal sosyal sorumluluk algılarının marka değerinin boyutları ve marka değerinin boyutlarının da genel marka değeri üzerindeki etkisinin araştırıldığı bu çalışmada, süt ve süt ürünleri tüketen ve bu ürünleri kendisi satın alan 18 yaş üzeri 341 tüketici ile yüz yüze anket yapılmıştır. Araştırmanın verilerine, söz konusu hipotezleri test etmek için, doğrulayıcı faktör analizi ve yapısal eşitlik modeli uygulanmıştır. Elde edilen bulgular, hayırsever yönlü sosyal sorumluluk algısının algılanan kalite üzerinde, düşük olmakla birlikte, anlamlı bir etkisinin olduğunu, ancak marka bağlılığı üzerinde anlamlı bir etkisinin olmadığını göstermiştir. Buna karşın ekonomik/etik sorumluluk algısının hem marka bağlılığını hem de algılanan kaliteyi olumlu yönde etkilediği görülmüştür. Ayrıca, marka bağlılığının ve algılanan kalitenin genel marka değeri üzerindeki etkilerinin istatistikî bakımdan anlamlı olduğu ancak marka bağlılığının genel marka değerine katkısının daha yüksek olduğu görülmüştür 

Anahtar Kelimeler

Kurumsal Sosyal Sorumluluk, Tüketici Temelli Marka Değeri, Süt ve Süt Ürünleri

Kaynakça

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