MARKAYA SAHİP OLAN VE OLMAYAN TÜKETİCİLERİN MARKAYA YÖNELİK KREDİBİLİTE VE DEĞER ALGISI FARKI

Bu calismanin amaci marka sahibi olan ve olmayan tuketicilerin marka kredibilitesi ve deger algilamalari acisindan farklilasip farklilasmadiginin tespit edilmesidir. Guclu markalar yaratma noktasinda marka kredibilitesi ve algilanan deger iki onemli aractir. Literaturde marka sahibi olan ve olmayan musterilere iliskin memnuniyet ve risk algilarini inceleyen pek cok calisma bulunmakla birlikte sahiplik duzeyine gore marka kredibilite  ve deger algilarina iliskin calisma bulunmamaktadir. Buradan harekete bu calisma hem bu boslugu doldurmayi hem de marka yonetimine iliskin olarak yapilacak calismalara farkli bir bakis acisi kazandirmayi hedeflemektedir.  Calismada yuz yuze anket teknigi kullanilarak 458 gecerli anket toplanmistir. Arastirma bulgulari, markaya sahip olan ve olmayan tuketicilerin marka kredibilitesi ve fonksiyonel deger, duygusal deger ve parasal deger algilamalari acisindan farklilastigini ortaya koymustur. Buna ek olarak, marka sahibi olanlar olmayanlara oranla daha olumsuz algilara sahip olduklari saptanmistir. Anahtar Kelimeler: Marka Kredibilitesi, Algilanan Deger, Marka Sahipligi, T Testi. JEL Siniflandirmasi: M31 BRAND CREDIBILITY AND VALUE PERCEPTION DIFFERENCES BETWEEN BRAND OWNERS AND NON-OWNERS ABSTRACT The aim of this study is to determine differences between brand credibility and value perceptions of brand owners and non-owners. Brand credibility and perceived value are two important tools to create strong brands. In the literature there are many studies examining satisfaction and risk perception differences between brand owners and non-owners but there are no study regarding the brand credibility and value perceptions based on the brand ownership. In this context, 458 valid questionnaires were collected using face-to-face survey. Research findings revealed that brand owners and non-owners have significant differences in terms of brand credibility and functional value, emotional value and monetary value perceptions. In addition, it is found that brand owners compared to non-owners have more negative perceptions towards the brand. Keywords: Brand Credibility, Perceived Value, Brand Ownership, T Test JEL Classification : M31