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HAVAYOLU ENDÜSTRİSİNDE MÜŞTERİ TEMELLİ MARKA DEĞERİNİN ÖLÇÜLMESİ: İNGİLTERE UYGULAMASI

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MEASUREMENT CUSTOMER- BASED AIRLINE BRAND EQUITY: AN ENGLAND BASED STUDY
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Abstract (Original Language): 
Bu çalışmanın amacı tüketici temelli marka değerini havayolu endüstrisinde test etmektir. Bu amaç doğrultusunda marka değerine ait boyutlar havayolu endüstrisine uyarlanarak incelenmiştir. Araştırma İngiltere'nin uluslararası Birmingham hava alanında 244 İngiliz yolcu ile gerçekleştirilmiştir. Araştırmanın sonucu tüketici temelli marka değerini oluşturan marka bilinirliği, marka imajı, algılanan kalite ve marka bağlılığının marka değerini belirlemede önemli rol oynadığını ortaya koymaktadır
Abstract (2. Language): 
The objective of this research is to exemine airline brand equity model from the customer's perspective. For this purpose the relationship among dimensions of brand equity in the airline industry are investigated. Survey was undertaken in the UK at international Birmingham Airport. Data was collected from 244 British passengers through face to face intervies by using a structured questionnaire.The results of this empirical study indicate that brand awaraness, brand image, percieved quality and brand loyalty are important components of customer-based brand equity.

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AKADEMİK BAKIŞ DERGİSİ Sayı: 38 Eylül - Ekim 2013
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ISSN:1694-528X
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Kırgız - Türk Sosyal Bilimler Enstitüsü, Celalabat - KIRGIZİSTAN
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AKADEMİK BAKIŞ DERGİSİ Sayı: 38 Eylül - Ekim 2013
Uluslararası
Hakeml
i Sosyal Bilimler E-Dergisi
ISSN:1694-528X
İktisa
t ve Girişimcilik Üniversitesi, Türk Dünyası
Kırgız - Türk Sosyal Bilimler Enstitüsü, Celalabat - KIRGIZİSTAN
http://www.akademikbakis.org
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