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  • 标题:Antecedents of Retail Brand Equity: A Research on IKEA Brand
  • 其他标题:Perakende Marka Değerinin Öncülleri: IKEA Markası Üzerinde Bir Araştırma
  • 本地全文:下载
  • 作者:Çağatan TAŞKIN ; Ahmet Akif KARADAMAR ; Onur ÖZTÜRK
  • 期刊名称:İşletme Araştırmaları Dergisi
  • 印刷版ISSN:1309-0712
  • 出版年度:2016
  • 卷号:8
  • 期号:4
  • DOI:10.20491/isarder.2016.231
  • 语种:English
  • 出版社:Isarder
  • 摘要:Brand equity gets much attention from both academicians and practitioners because it has an important role in consumer buying behavior. It is especially important to determine the relationships between the brand equity and its antecedents in the retail industry,where the competition is severe,as it helps to get competitive advantage. Marketing strategies can be developed according to the relationships between the antecedents of the retailer brand equity. The aim of this study is to examine the relationships between the antecedents of retail brand equity of the brand IKEA by structural equation modelling and propose marketing strategies based on the model results. The sample of this study consists of consumers who live in the center of Bursa and have shopped from IKEA at least once. The data were collected by a structured questionnaire in June and July 2016. Findings of the research indicate that assortment, communication and service variables have positive effects on retail brand equity. Communication is found as the antecedent that has the biggest effect on retail brand equity.
  • 其他摘要:Marka değeri* kavramı tüketici satın alma davranışında önemli bir role sahip olduğu için,hem sektörel hem de akademik açıdan yoğun ilgi görmektedir. Özellikle rekabetin giderek yoğunlaştığı perakende sektörü için perakende marka değeri ve öncülleri arasın
  • 关键词:Retail Brand Equity;Brand Loyalty;Structural Equation Modelling;IKEA
  • 其他关键词:Perakende Marka Değeri;Marka Bağlılığı;Yapısal Eşitlik Modelleme;IKEA
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