Original scientific paper

https://doi.org/10.5552/drvind.2019.1812

Factors Affecting Consumer-Based Brand Equity from the Perspective of Turkish Consumers

İlker Akyüz ; Tehničko sveučilište Karadeniz, Šumarski fakultet, Zavod za inženjerstvo u šumarstvu, Trabzokyn, Turska
Bahadır Çağrı Bayram ; Sveučilište u Kastamonu, Šumarski fakultet, Zavod za inženjerstvo u šumarstvu, Kastamonu, Turska
Nadir Ersen ; Sveučilište Artvin Çoruh, Strukovna škola Artvin, Zavod za šumarstvo i proizvodnju, Artvin, Turska

Abstract

This paper contributes to the consumer-based brand equity literature by researching what brand equity means for Turkish consumers and by defining factors that, from their perspective, affect Consumer-Based Brand Equity (CBBE). According to our literature review, although some important cross-cultural studies about CBBE can be found, some aspects of this topic require further research. The target population of the study is households in the Western Black Sea Region. This region was chosen because it is a manageable size, geographically close to the researchers, and statistically representative of the Turkish people. Turkish panel furniture (PF) brands were chosen as the sample, and a stratified sampling method was used to determine the questionnaires sample size. Data were analysed in SPSS, incorporating statistical tests such as factor analysis, correlation analysis and chi-square tests. Factors that affected CBBE were marketing activities, perceived quality, brand awareness, brand association and price.

Keywords

consumer-based brand equity; Turkey; consumer behaviour; panel products; furniture

Hrčak ID:

221562

URI

https://hrcak.srce.hr/221562

Publication date:

28.6.2019.

Article data in other languages: croatian

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