Cilt 11 Sayı 3 (2023): Business & Management Studies: An International Journal
Makaleler

Marka farkındalığı ve satın alma niyeti arasındaki ilişki: Bir meta-analiz çalışması

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  • Yağmur Kerse
Yağmur Kerse
Dr. Öğr. Üyesi, Kafkas Üniversitesi, Kars, Türkiye
DOI: https://doi.org/10.15295/bmij.v11i3.2288

Yayınlanmış 2023-09-24

Anahtar Kelimeler

  • Marka Farkındalığı, Satın Alma Niyeti, Meta-Analiz
  • Brand Awareness, Purchase Intention, Meta-Analysis

Nasıl Atıf Yapılır

Kerse, Y. (2023). Marka farkındalığı ve satın alma niyeti arasındaki ilişki: Bir meta-analiz çalışması. Business & Management Studies: An International Journal, 11(3), 1121–1129. https://doi.org/10.15295/bmij.v11i3.2288

Telif Hakkı (c) 2023 Yağmur Kerse

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Özet

Bu çalışmada marka farkındalığı ve satın alma niyeti arasındaki ilişkinin meta analiz yoluyla belirlenmesi amaçlanmıştır. Araştırma kapsamı Türkiye’de yapılmış çalışmalara ait veri seti ile sınırlandırılmıştır. Bu amaçla Ulusal Tez Merkezi, Kafkas Üniversitesi Veri Tabanı ve Google Akademik arama motoru kullanılarak ilgili çalışmalara ulaşılmıştır. Araştırmaya 7’si tez, 5’i makale olmak üzere toplam 12 çalışma dahil edilmiştir. Analizler için CMA 4.0 (Comprehensive Meta Analysis 4.0) programı kullanılmıştır. Yapılan analizlerde heterojen bir dağılımın sergilendiği ve yayın yanlılığının bulunmadığı tespit edilmiştir. Bunun yanında marka farkındalığı ile satın alma niyeti arasındaki etki büyüklüğünün (Pearson r’ye göre) fixed etki modelinde 0,627; random etki modelinde ise 0,610 olduğu belirlenmiştir. Dolayısıyla meta analize dahil edilen çalışma bulgularından elde edilen bulgulara göre marka farkındalığının satın alma niyetini pozitif yönde etkilediği ortaya konulmuştur.

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