You are here

HAVAYOLU ENDÜSTRİSİNDE MÜŞTERİ TEMELLİ MARKA DEĞERİNİN ÖLÇÜLMESİ: İNGİLTERE UYGULAMASI

MEASUREMENT CUSTOMER- BASED AIRLINE BRAND EQUITY: AN ENGLAND BASED STUDY

Journal Name:

Publication Year:

Author NameUniversity of AuthorFaculty of Author
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.
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
FULL TEXT (PDF): 
1-17

REFERENCES

References: 

Aaker, D.A. (1991), Managing Brand Equity, Macmillan, New York, NY. Aaker, D.A. (1996), Building Strong Brands, The Free Press, New York, NY.
Agarwal MK, Rao VR. " An empirical comparison of consumer-based measures of brand equity. Mark Lett 1996;7 (3): 237-247.
Baumgartner, H and Homburg, C (1996), "Applications of Structural Equation Modeling in Marketing and Consumer Research: A Review," International Journal of Research in Marketing, 13, 2, pp.139-161.
Berry, L.L. (2000), ^Cultivating service brand equity'', Journal of the Academy of Marketing Science, Vol. 28, Winter, pp. 128-137.
Bentler,P.M, (1990), "Comparative fit indexes in structural models" Psychological Bulletin, pp. 238-246.
Bagozzi, Richard P. and Youjae Yi (1988), "On the Evaluation of Structural Equation Models," Journal of the Academy of Marketing Science, 16 (Spring), pp.74-94.
Bowen, J. and Shoemaker, S. (1998), 2Loyalty: a strategic commitment', Cornell and Restaurant and Administration Quarterly, 39, pp. 12-25.
Brown, T.A.(2006), "Confirmatory Factor Analysis for Applied Research," The Guilford Press, New York.
De
Chernatony
, L. and Segal-H., S. (2003), 'The Criteria for Successful Services Brands', European Journal of Marketing 37(7/8): pp.1095-1118.
Donthu, N. and Lee, S. (2000), "An examination of selected marketing mix elements and brand equity", Journal of the Academy of Marketing Science 28(2): pp.195-211.
Floyd, F. J., & Widaman, K. F. (1995), "Factor analysis in the development and refinement of clinical assessment instruments". Psychological Assessment, 7, pp.286-299.
Hair, F.J., E.R. Anderson, L.R. Tatham and C.W. Black, (1998), "Multivariate Data Analysis," Prentice Hall, New Jersey.
15
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
Jacoby, J., Speller, D. E., & Berning, C. K. (1974), "Brand choice behavior as a function of information load: Replication and extension", The Journal of Consumer Research, 1: pp. 33¬43.
Keller, K.L. (2002), "Branding and Brand Equity", in Weitz, B.A. and Wensley, R., (ed.), Handbook of Marketing, Sage, Thousand Oaks, California.
Keller, K.L. (1993), "Conceptualizing, measuring, and managing customer-based brand equity", Journal of Marketing, Vol. 57, January, pp.1-22.
Kim, W. G., & Kim, H. B. (2004), "Measuring customer-based restaurant brand equity: Investigating the relationship between brand equity and firms performance", Cornell Hotel & Restaurant Administration Quarterly, 45(2), pp. 115-131.
Konecnik, M., & Gartner, W. C. (2007), "Customer-based brand equity for a destination". Annals of Tourism Research, 34(2), pp. 400-421.
Lee, S-Y. (2007), "Structural Equation Modeling, A Bayesian Approach". John Wiley & Sons, New York.
Low, G. S., & Lamb, C. W., Jr. (2000), "The measurement and dimensionality of brand associations", Journal of Product and Brand Management, 9(6), pp. 350- 368.Narasimhan, R.; Jayaram, J. (1998), "Causal linkages in supply chain management: An exploratory study of North American manufacturing firms", Decision Sciences, v.29, n. pp.579- 605.
Norjaya M. Y, Mohd N, N and Osman M, (2007), "Does image of country of origin matter to brand equity?", Journal of Product & Brand Management, No. 16/1, pp. 38-48.
Odin Y, Odin N, Valette-Florence P. "Conceptual and operational aspects of brand loyalty: an empirical investigation", 53 (2): pp.75-84.
Oliver, R.L., (1997), "Satisfaction: A behavioral Perspective on the consumer", Mcgraw-Hill,
New York, NY.
Pappu R., Quester G.P, Cooksey W.R., (2007), "Country image and consumer based brand equity: relationship and imlications for international marketing", Journal of International Business Studies, 3. pp.726-745.
Pappu R., Quester G.P, Cooksey W.R., (2006), "Consumer-Based brand equity and country of origin relationships", European Journal of Marketing, vol 40 No: 5/6, pp.696-717.
Pappu, R. & Quester, P. (2006), "A consumer-based method for retailer equity measurement: Results of an empirical study", Journal of Retailing and Consumer Services, 13, pp, 317-329.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988), "Servqual: A multiple-item scale for measuring consumer perceptions". Journal of Retailing, 64(1), pp, 12.-40
Park, J.W. ( 2007), "Passenger Perceptions of Service Quality: Korean and Australian case studues", Journal of air transport management, 13 (4) pp, 238-242
Rangaswamy A, Burke R, Oliva TA. "Brand equity and the extendibility of brand names". International Journal of Research Mark 1993;10 ( March) pp. 61- 75.
Sun L, Ghiselli R.F., (2010), "Developing a Conceptual Model of Brand Equity in the Hotel Based Aaker's Perspective", Journal of Qality Assurance in Hospitality & Tourism., 11:3, pp, 147-161.
16
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
Shocker, A. D., & Weitz, B. (1998), "A perspective on brand equity principles and issues. Defining,Measuring, and Managing Brand Equity", (Conference Summary Report), Cambridge, pp. 2-4
Srivastava, R. and Shocker Allan D. (1991), "Brand Equity: A Perspective on its Meaning and Measurement", working paper series Report Number 91-124 Cambridge MA: Marketing Science Institute.
Tam, J. L. M. (2008), "Brand familiarity: Its effects on satisfaction evaluation", Journal of Service Marketing, 22(1), pp.3-12.
Vazquez R., Rio A.B., Iglesias V. (2002), "Consumer-based Brand Equity: Development and Validation of a Measurement Instrument", Journal of Marketing Management 18(1-2): pp. 27¬48.
Villarejo-Ramos, A.F. and Sanchez-Franco. M.J. (2005), "The Impact of Marketing Communication and Price Promotion on Brand Equity", The Journal of Brand Management, 12 (6), pp. 431-444.
Yoo, B. and Donthu N.( 2001), "Developing and validating a multidimensional consumer-based brand equity scale", Journal of Business Research 52(1): pp. 1-14.
Zikmund, W. G., McLeod Jr., R., & Gilbert, F. W. (2003), Customer relationship
management. New York' John Wiley and Sons.

Thank you for copying data from http://www.arastirmax.com