Cilt 6 Sayı 3 (2018): BUSINESS & MANAGEMENT STUDIES: AN INTERNATIONAL JOURNAL
Makaleler

PAYDAŞLARIN MATERYALİSTİK DEĞER EĞİLİMİNE GÖRE İŞVEREN MARKA İMAJI: TÜRKIYE’DE HABERLEŞME SEKTÖRÜ

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  • Çağla Pınar BOZOKLU
Çağla Pınar BOZOKLU
Başkent Üniversitesi
DOI: https://doi.org/10.15295/bmij.v6i3.318

Yayınlanmış 2018-11-29

Anahtar Kelimeler

  • İşveren markalaşması,
  • materyalistik değerler,
  • etik değerler,
  • haberleşme sektörü,
  • Türkiye

Nasıl Atıf Yapılır

BOZOKLU, Çağla P. (2018). PAYDAŞLARIN MATERYALİSTİK DEĞER EĞİLİMİNE GÖRE İŞVEREN MARKA İMAJI: TÜRKIYE’DE HABERLEŞME SEKTÖRÜ. Business & Management Studies: An International Journal, 6(3), 58–70. https://doi.org/10.15295/bmij.v6i3.318

Özet

Markalaşma ve itibar literatürüne göre, tüm paydaşlar işletmelere yönelik benzer algıların oluşmasına yol açan, ortak bir değer systemini paylaşmaktadır. Değer olarak materyalizm özellikle hişilerin çevlerini ve kendi yaşamlarını zihinlerinde kodlama şeklini etkilemektedir. Tüketicilerin tercihleri, sahip oldukları varlıklara göre başarıyı nasıl tanımladığına veya varlıkları hayatlarında konumlandırdıklarına veya onlara sahip olurken nasıl tatmin olduklarına göre değişebilmektedir.  Bu araştırmanın amacı işveren marka imajındaki anlamlı değişimin paydaşların materyalistik değer eğilimleri açısından tets edilmesidir. İşveren Marka İmajı ve Materyalistik Değerler Ölçeklerini içeren bir anket soru formu temel üç paydaş grubuna uygulanmıştır. Sonuçlar, haberleşme marklaarı kapsamında işveren marka imajının paydaşların başarı ve merkeziyetçilik odaklı materyalistik değerlerine bağlı olarak değiştiğini ortaya koymaktadır. Ciddi bir skandala karıışmış olmasına bağlı olarak, en iyi ve en kötü itibari konuma sahip olan, Vodafone and Turk Telekom’un işveren marka imajları paydaşların materyalistik değerlerine göre değişmezken; pazarda ortalama bir itibar konumuna sahip olan Turkcell’in işvereen marka imajı istatistiksel olarak değişmektedir.

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