Akademik Veri Yönetim Sistemi
Tezin Türü: Yüksek Lisans
Tezin Yürütüldüğü Kurum: İstanbul Ticaret Üniversitesi, Dış Ticaret Enstitüsü, Türkiye
Tezin Onay Tarihi: 2022
Tezin Dili: Türkçe
Öğrenci: SENAY ESİN NUR TAY
Danışman: SAĞLAM MEHMET
Özet:ABSTRACT In this study, the relationship between reference marketing and brand reputation, which is an important marketing tool for companies, with industrial customer behavior is examined. In addition, the mediating role of brand reputation in the effect of referral marketing on behavioral intentions was investigated. A sample size of 207 people was determined by using the "purposive sampling" method, one of the nonprobability sampling methods. While evaluating the findings obtained in the study, SPSS 22. 0 and LISREL 8. 7 Statistics package programs were used for statistical analysis. Sociodemographic characteristics of the participants were analyzed descriptively. The validity and reliability analysis of the answers given by the participants to the scale questions in the questionnaire was carried out and the validity and reliability of the scales were ensured. The reference marketing scale consists of 2 dimensions, external and internal benefit from the customer portfolio, brand reputation consists of one dimension, and the behavioral intention scale consists of word of mouth, purchase intention, price sensitivity and intention to recommend. The hypotheses created for the research model were tested with the structural equation model. As a result of the research, it was determined that only external use of reference marketing dimensions from the customer reference portfolio has an effect on word of mouth communication, price sensitivity and brand reputation. It has been determined that brand reputation has an effect on word of mouth and price sensitivity. When the intermediary roles are examined, it has been concluded that brand reputation has a mediating role in the effect of external use of the customer reference portfolio on word of mouth communication and price sensitivity. Keywords : Reference marketing, brand reputation, industrial customer behavior