Tüketici Temelli Marka Denkliğinin Yeniden Satın Alma Niyeti Üzerindeki Etkileri: Y Kuşağı Akıllı Cep Telefonu Tüketicileri Üzerine Bir Araştırma

Yıl 2021, Cilt: 36 Sayı: 3, 629 - 649, 02.09.2021

Pınar Özkan

https://doi.org/10.24988/ije.202136309

Öz

Tüketici temelli marka denkliği, işletmelerin, diğer markalara göre rekabet avantajına sahip olmasını sağlayan önemli bir pazarlama stratejisidir. Bu çalışmanın temel amacı tüketici temelli marka denkliğinin tüketicinin yeniden satın alma niyeti üzerindeki etkisini belirlemektir Bu kapsamda, Y kuşağı tüketicileri için cep telefonu alışverişlerinde tüketici temelli marka denkliğinin yeniden satın alma niyeti üzerindeki etkisi belirlenmeye çalışılmıştır. Kolayda örnekleme yöntemi ile yapılan araştırmada 492 öğrenci ile yüz yüze anket çalışması yapılmıştır. Yapılan analizler sonucunda Y kuşağı tüketicileri için tüketici temelli marka denkliğinin cep telefonları için yeniden satın alma niyeti üzerinde etkili olduğu belirlenmiştir.

Anahtar Kelimeler

Tüketici Temelli Marka Denkliği, Yeniden Satın Alma Niyeti,, Y Kuşağı

The Effects of Consumer-Based Brand Equity on Repurchase Intentions: A Study on Generation-Y Buyers of Smart Phones

Öz

Consumer-based brand equity is an important marketing strategy that allows businesses to have a competitive advantage over rival brands. The purpose of this paper is to study the effects of consumer-based brand equity on the repurchase intentions of consumers from generation-Y. For this purpose, the paper considers the case of mobile phones in investigating the effects of consumer-based brand equity on repurchase intentions of a sample of generation-Y consumers, based on surveys conducted face-to-face with 492 students selected through a convenience sampling method. Findings from the study reveal that consumer-based brand equity has a significant effect on the repurchase intentions of generation-Y consumers shopping for mobile phones.

Anahtar Kelimeler

Consumer-based brand equity, Repurchase intention, Generation-Y

Kaynakça

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