MÜŞTERİ DENEYİMİN ALGILANAN MARKA KİŞİLİĞİNE ETKİSİNİ İNCELEMEYE YÖNELİK ARAŞTIRMA: GSM OPERATÖRLERİ

Salih ÖZHAN; Cenk YÜKSEL

Makale detayları

MÜŞTERİ DENEYİMİN ALGILANAN MARKA KİŞİLİĞİNE ETKİSİNİ İNCELEMEYE YÖNELİK ARAŞTIRMA: GSM OPERATÖRLERİ

Yazarlar:

Salih ÖZHAN | Cenk YÜKSEL

Yayıncı:

Arif YILDIZ

Ana Başlıklar:

Yönetim

Dergi:

R&S - Research Studies Anatolia Journal 2020 Vol.3 Issue 4, pp.250-269

Belge Tipi:

Makale

Yayın Tarihi:

10/2020

Belge Dili:

Türkçe

Document ID (Org No.):

2000601390

Sıklık:

Üç Aylık

eISSN:

2630-6441

Özet:

 

In this study, which built the brand personality of the three GSM operators in Turkey was examined. In terms of consumers who have received service for the last three years and who have never changed their operators during this period, the brand personality of the GSM operator they use actively and the brand personality of other GSM operators were examined to examine whether the experience has an effect on the brand personality perception. Considering the variables such as the ability of all three players in the GSM sector to provide similar services, their availability in the market, and their brand awareness, it is thought that their brand personality will be more clearly established in the eyes of the consumer. As a result of the analysis, it has been revealed that the experience affects the brand personality, there is a deterioration in the differentiated brand personality perception towards the GSM operator used by the consumers who receive services from other GSM operators and the brand personality similarity towards the operators in the consumers. Before the experience, while the brand personality difference of the brands was very evident, after the experience, it has been determined that the experience factor disrupts the perception of brand personality difference in GSM operators.

Makale detayları

MÜŞTERİ DENEYİMİN ALGILANAN MARKA KİŞİLİĞİNE ETKİSİNİ İNCELEMEYE YÖNELİK ARAŞTIRMA: GSM OPERATÖRLERİ

Yazarlar: Salih ÖZHAN | Cenk YÜKSEL

Yayıncı: Arif YILDIZ

Ana Başlıklar: Yönetim

Dergi: R&S - Research Studies Anatolia Journal 2020 Vol.3 Issue 4, pp.250-269

Belge Tipi: Makale

Yayın Tarihi: 10/2020

Belge Dili: Türkçe

Document ID (Org No.): 2000601390

Sıklık: Üç Aylık

eISSN: 2630-6441

Sayı

Yazarlar:

Salih ÖZHAN | Cenk YÜKSEL

Yayıncı:

Arif YILDIZ

Ana Başlıklar:

Yönetim

Dergi:

R&S - Research Studies Anatolia Journal 2020 Vol.3 Issue 4, pp.250-269

Belge Tipi:

Makale

Yayın Tarihi:

10/2020

Belge Dili:

Türkçe

Document ID (Org No.):

2000601390

Sıklık:

Üç Aylık

eISSN:

2630-6441