MARKALAŞMA KAVRAMI ÇERÇEVESİNDE MARKA EDERİ

ENGİN BİLSEL, Hande

MARKALAŞMA KAVRAMI ÇERÇEVESİNDE MARKA EDERİ

Hande ENGİN BİLSEL (Bahçeşehir Üniversitesi, İletişim Fakültesi, Reklamcılık Bölümü, İstanbul, Türkiye)

ÖNERİ

2 2

Yıl: 2016 Cilt: 12 Sayı: 46 Sayfa Aralığı: 277 - 294 Metin Dili: Türkçe İndeks Tarihi: 29-07-2022

MARKALAŞMA KAVRAMI ÇERÇEVESİNDE MARKA EDERİ

Öz:

Çağdaş pazarlama kuram ve pratiği, marka ederinin yaratılması aşamasında markaların nasıl yönetildiği ve kullanıldığını tanımlama ve açıklama çabası üzerine temellenmektedir. Bu çalışmada, marka ederine ve bunun ölçümlenmesine dair bilgi ve yaklaşımlar eleştirel bir biçimde ele alınacaktır. Bu kuramsal değerlendirme, hem pazarlama kuramının geliştirilmesi açısından önemli bir adım, hem de kavramsal yapıların ne derece farklı olabileceğine dair bir gösterge oluşturacaktır. Bu çerçevede, kavramlara yönelik yaklaşımların bir sentezi taksonomik bir çerçevede sunulacak, bütünlüklü bir marka ederi kuramına yönelik gelecekte yürütülecek çalışmalar açısından ışık tutabilecek bir çalışma ortaya koyulacaktır. Genel anlamda, marka ederinin kaynakları ve marka ederi formasyonunun belirleyici unsurları kuramsal ve tarihsel açılardan ele alınacaktır

Anahtar Kelime:

BRAND EQUITY WITHIN THE FRAMEWORK OF BRANDING CONCEPT

Öz:

Contemporary marketing theory and practice is founded upon the descriptive and explanatory premises of how brands are managed and utilized. In this study, learning and approaches concerning brand equity and its assessment will be discussed. This theoretical evaluation will present an indication in terms of being both an important step on the way of developing the marketing theory and also of showing how far the conceptual structures can differ from one another. Within this framework, a taxonomical synthesis of approaches towards these concepts will be presented as well as putting together a study which might light the way of future studies to be conducted towards a more unified brand equity theory. Principally, sources of brand equity and determining factors of brand equity formation will be considered in theoretical and historical terms

Anahtar Kelime:

Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık

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APA	ENGİN BİLSEL H (2016). MARKALAŞMA KAVRAMI ÇERÇEVESİNDE MARKA EDERİ. , 277 - 294.
Chicago	ENGİN BİLSEL Hande MARKALAŞMA KAVRAMI ÇERÇEVESİNDE MARKA EDERİ. (2016): 277 - 294.
MLA	ENGİN BİLSEL Hande MARKALAŞMA KAVRAMI ÇERÇEVESİNDE MARKA EDERİ. , 2016, ss.277 - 294.
AMA	ENGİN BİLSEL H MARKALAŞMA KAVRAMI ÇERÇEVESİNDE MARKA EDERİ. . 2016; 277 - 294.
Vancouver	ENGİN BİLSEL H MARKALAŞMA KAVRAMI ÇERÇEVESİNDE MARKA EDERİ. . 2016; 277 - 294.
IEEE	ENGİN BİLSEL H "MARKALAŞMA KAVRAMI ÇERÇEVESİNDE MARKA EDERİ." , ss.277 - 294, 2016.
ISNAD	ENGİN BİLSEL, Hande. "MARKALAŞMA KAVRAMI ÇERÇEVESİNDE MARKA EDERİ". (2016), 277-294.

APA	ENGİN BİLSEL H (2016). MARKALAŞMA KAVRAMI ÇERÇEVESİNDE MARKA EDERİ. ÖNERİ, 12(46), 277 - 294.
Chicago	ENGİN BİLSEL Hande MARKALAŞMA KAVRAMI ÇERÇEVESİNDE MARKA EDERİ. ÖNERİ 12, no.46 (2016): 277 - 294.
MLA	ENGİN BİLSEL Hande MARKALAŞMA KAVRAMI ÇERÇEVESİNDE MARKA EDERİ. ÖNERİ, vol.12, no.46, 2016, ss.277 - 294.
AMA	ENGİN BİLSEL H MARKALAŞMA KAVRAMI ÇERÇEVESİNDE MARKA EDERİ. ÖNERİ. 2016; 12(46): 277 - 294.
Vancouver	ENGİN BİLSEL H MARKALAŞMA KAVRAMI ÇERÇEVESİNDE MARKA EDERİ. ÖNERİ. 2016; 12(46): 277 - 294.
IEEE	ENGİN BİLSEL H "MARKALAŞMA KAVRAMI ÇERÇEVESİNDE MARKA EDERİ." ÖNERİ, 12, ss.277 - 294, 2016.
ISNAD	ENGİN BİLSEL, Hande. "MARKALAŞMA KAVRAMI ÇERÇEVESİNDE MARKA EDERİ". ÖNERİ 12/46 (2016), 277-294.