EVALUATION OF CITY BRAND LOYALTY IN THE CONTEXT OF OBJECTIVE KNOWLEDGE LEVEL TOWARDS ERDEMLİ LEMON

Kalender Özcan Atılgan; Hüseyin Yavuz

Makale detayları

EVALUATION OF CITY BRAND LOYALTY IN THE CONTEXT OF OBJECTIVE KNOWLEDGE LEVEL TOWARDS ERDEMLİ LEMON

Yazarlar:

Kalender Özcan Atılgan | Hüseyin Yavuz

Yayıncı:

Osmaniye Korkut Ata Üniversitesi

Ana Başlıklar:

Tarımsal Pazarlama | Tüketici Davranışı | Ürün ve Marka Yönetimi

Dergi:

Osmaniye Korkut Ata Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi Vol.8 Issue 2, pp.92-104

Belge Tipi:

Makale

Yayın Tarihi:

12/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001336994

pISSN:

2564-7733

Anahtar kelimeler:

Özet:

 City branding has become a concept that has attracted attention in recent years due to the increasing competition between cities for tourists, residents, and investors. One of the key factors in creating a strong city brand is the use of local culture, including food products, to create distinctive and authentic identities. The aim of this study is to contribute to the city branding process by revealing the relationships between objective knowledge about local fruits and city brand loyalty. In line with this purpose, the study examined whether city brand loyalty differs according to the objective knowledge level about lemon, which has an important place in the economy of Erdemli district and has become the symbol of the district. The data of the study were obtained through surveys applied to 566 individuals living in Erdemli and selected through quota sampling. As a result of the study, it was determined that the objective knowledge level about lemon, which is considered the most important symbol of Erdemli and an advantage in becoming a brand city, is an effective element in city brand loyalty.

 City branding has become a concept that has attracted attention in recent years due to the increasing competition between cities for tourists, residents, and investors. One of the key factors in creating a strong city brand is the use of local culture, including food products, to create distinctive and authentic identities. The aim of this study is to contribute to the city branding process by revealing the relationships between objective knowledge about local fruits and city brand loyalty. In line with this purpose, the study examined whether city brand loyalty differs according to the objective knowledge level about lemon, which has an important place in the economy of Erdemli district and has become the symbol of the district. The data of the study were obtained through surveys applied to 566 individuals living in Erdemli and selected through quota sampling. As a result of the study, it was determined that the objective knowledge level about lemon, which is considered the most important symbol of Erdemli and an advantage in becoming a brand city, is an effective element in city brand loyalty.

 City branding has become a concept that has attracted attention in recent years due to the increasing competition between cities for tourists, residents, and investors. One of the key factors in creating a strong city brand is the use of local culture, including food products, to create distinctive and authentic identities. The aim of this study is to contribute to the city branding process by revealing the relationships between objective knowledge about local fruits and city brand loyalty. In line with this purpose, the study examined whether city brand loyalty differs according to the objective knowledge level about lemon, which has an important place in the economy of Erdemli district and has become the symbol of the district. The data of the study were obtained through surveys applied to 566 individuals living in Erdemli and selected through quota sampling. As a result of the study, it was determined that the objective knowledge level about lemon, which is considered the most important symbol of Erdemli and an advantage in becoming a brand city, is an effective element in city brand loyalty.

 Şehir markalaşması, son yıllarda şehirlerin, turistler, sakinler ve yatırımcılar için rekabetinin artmasıyla ilgi gören bir kavram haline gelmiştir. Güçlü bir şehir markası oluşturmanın temel faktörlerinden biri, ayırt edici ve otantik kimlikler yaratmak için gıda ürünleri de dahil olmak üzere yerel kültürün kullanılmasıdır. Bu çalışmanın amacı da, yerel meyveler hakkındaki nesnel bilgi ile şehir marka bağlılığı arasındaki ilişkilerin ortaya konularak, şehir markası oluşturma sürecine katkı sağlamaktır. Bu amaç doğrultusunda çalışmada, Erdemli ilçesinin ekonomisinde önemli bir yeri olan ve ilçenin simgesi haline gelmiş limon ile ilgili nesnel bilgi düzeyine göre, şehir marka bağlılığının farklılık gösterip göstermediği incelenmiştir. Araştırmanın verileri, Erdemlide ikamet eden ve kota örneklemesiyle seçilen 566 bireye uygulanan anketler yoluyala elde edilmiştir. Araştırmanın sonucunda, Erdemlinin en önemli simgesi ve marka şehir olmasında bir avantaj olarak görülen limon ile ilgili nesnel bilgi düzeyinin şehir marka bağlılığında etkili bir unsur olduğu belirlenmiştir.

Makale detayları

EVALUATION OF CITY BRAND LOYALTY IN THE CONTEXT OF OBJECTIVE KNOWLEDGE LEVEL TOWARDS ERDEMLİ LEMON

Yazarlar:

Kalender Özcan Atılgan | Hüseyin Yavuz

Yayıncı:

Osmaniye Korkut Ata Üniversitesi

Ana Başlıklar:

Tarımsal Pazarlama | Tüketici Davranışı | Ürün ve Marka Yönetimi

Dergi:

Osmaniye Korkut Ata Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi Vol.8 Issue 2, pp.92-104

Belge Tipi:

Makale

Yayın Tarihi:

12/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001336994

pISSN:

2564-7733

City brand loyalty

Objective knowledge

Erdemli

LemonŞehir marka bağlılığı

Nesnel bilgi

Erdemli

Limon

Sayı

Makale detayları

Yazarlar: Kalender Özcan Atılgan | Hüseyin Yavuz

Yayıncı: Osmaniye Korkut Ata Üniversitesi

Ana Başlıklar: Tarımsal Pazarlama | Tüketici Davranışı | Ürün ve Marka Yönetimi

Dergi: Osmaniye Korkut Ata Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi Vol.8 Issue 2, pp.92-104

Belge Tipi: Makale

Yayın Tarihi: 12/2024

Belge Dili: Türkçe

Document ID (Org No.): 2001336994

pISSN: 2564-7733

Sayı

Yazarlar:

Kalender Özcan Atılgan | Hüseyin Yavuz

Yayıncı:

Osmaniye Korkut Ata Üniversitesi

Ana Başlıklar:

Tarımsal Pazarlama | Tüketici Davranışı | Ürün ve Marka Yönetimi

Dergi:

Osmaniye Korkut Ata Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi Vol.8 Issue 2, pp.92-104

Belge Tipi:

Makale

Yayın Tarihi:

12/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001336994

pISSN:

2564-7733