INVESTIGATION OF THE EFFECT OF THE TREND TOWARDS CONSPICUOUS CONSUMPTION ON BRAND PREFERENCE, MEDIATED BY BRAND SENSE AND BRAND AWARENESS IN THE TURKISH APPAREL SECTOR

Cüneyd İkbal Sarıoğlu

Makale detayları

INVESTIGATION OF THE EFFECT OF THE TREND TOWARDS CONSPICUOUS CONSUMPTION ON BRAND PREFERENCE, MEDIATED BY BRAND SENSE AND BRAND AWARENESS IN THE TURKISH APPAREL SECTOR

Yazarlar:

Cüneyd İkbal Sarıoğlu

Yayıncı:

Bandirma Onyedi Eylul University

Dergi:

Yönetim ve Ekonomi Araştırmaları Dergisi Vol.21 Issue 2, pp.210-230

Belge Tipi:

Makale

Yayın Tarihi:

11/2023

Belge Dili:

İngilizce

Document ID (Org No.):

2001293237

pISSN:

2148-029X

Anahtar kelimeler:

Özet:

 While the understanding of consumption is based on meeting basic human needs, consumers have begun to purchase for different reasons, including for social status. Consumers exhibit purchasing behaviour to improve self-preception and raise their social status even in the basence of basic need. The tendency to conspicuous consumption, brand sense, and brand awareness process eventually affect brand preference. The primary purpose of this research was to investigate this mechanism and how conspicuous consumption affects brand sense and brand awareness. The study sample consisted of 922 consumers shopping in the apparel sector in the Marmara region. Significant results were obtained by analyzing a survey conducted over the Internet. There were positive effects of the conspicuous consumption trend in the apparel sector on brand preference coupled with mediatory effects of brand sense and brand awareness.

 While the understanding of consumption is based on meeting basic human needs, consumers have begun to purchase for different reasons, including for social status. Consumers exhibit purchasing behaviour to improve self-preception and raise their social status even in the basence of basic need. The tendency to conspicuous consumption, brand sense, and brand awareness process eventually affect brand preference. The primary purpose of this research was to investigate this mechanism and how conspicuous consumption affects brand sense and brand awareness. The study sample consisted of 922 consumers shopping in the apparel sector in the Marmara region. Significant results were obtained by analyzing a survey conducted over the Internet. There were positive effects of the conspicuous consumption trend in the apparel sector on brand preference coupled with mediatory effects of brand sense and brand awareness.

 While the understanding of consumption is based on meeting basic human needs, consumers have begun to purchase for different reasons, including for social status. Consumers exhibit purchasing behaviour to improve self-preception and raise their social status even in the basence of basic need. The tendency to conspicuous consumption, brand sense, and brand awareness process eventually affect brand preference. The primary purpose of this research was to investigate this mechanism and how conspicuous consumption affects brand sense and brand awareness. The study sample consisted of 922 consumers shopping in the apparel sector in the Marmara region. Significant results were obtained by analyzing a survey conducted over the Internet. There were positive effects of the conspicuous consumption trend in the apparel sector on brand preference coupled with mediatory effects of brand sense and brand awareness.

 While the understanding of consumption is based on meeting basic human needs, consumers have begun to purchase for different reasons, including for social status. Consumers exhibit purchasing behaviour to improve self-preception and raise their social status even in the basence of basic need. The tendency to conspicuous consumption, brand sense, and brand awareness process eventually affect brand preference. The primary purpose of this research was to investigate this mechanism and how conspicuous consumption affects brand sense and brand awareness. The study sample consisted of 922 consumers shopping in the apparel sector in the Marmara region. Significant results were obtained by analyzing a survey conducted over the Internet. There were positive effects of the conspicuous consumption trend in the apparel sector on brand preference coupled with mediatory effects of brand sense and brand awareness.

Makale detayları

INVESTIGATION OF THE EFFECT OF THE TREND TOWARDS CONSPICUOUS CONSUMPTION ON BRAND PREFERENCE, MEDIATED BY BRAND SENSE AND BRAND AWARENESS IN THE TURKISH APPAREL SECTOR

Yazarlar:

Cüneyd İkbal Sarıoğlu

Yayıncı:

Bandirma Onyedi Eylul University

Dergi:

Yönetim ve Ekonomi Araştırmaları Dergisi Vol.21 Issue 2, pp.210-230

Belge Tipi:

Makale

Yayın Tarihi:

11/2023

Belge Dili:

İngilizce

Document ID (Org No.):

2001293237

pISSN:

2148-029X

Apparel Sector

The Tendency to Conspicuous Consumption

Brand Sense

Brand Awareness

Brand Preference.

Sayı

Makale detayları

INVESTIGATION OF THE EFFECT OF THE TREND TOWARDS CONSPICUOUS CONSUMPTION ON BRAND PREFERENCE, MEDIATED BY BRAND SENSE AND BRAND AWARENESS IN THE TURKISH APPAREL SECTOR

Yazarlar: Cüneyd İkbal Sarıoğlu

Yayıncı: Bandirma Onyedi Eylul University

Dergi: Yönetim ve Ekonomi Araştırmaları Dergisi Vol.21 Issue 2, pp.210-230

Belge Tipi: Makale

Yayın Tarihi: 11/2023

Belge Dili: İngilizce

Document ID (Org No.): 2001293237

pISSN: 2148-029X

Apparel Sector

The Tendency to Conspicuous Consumption

Brand Sense

Brand Awareness

Brand Preference.

Sayı

Yazarlar:

Cüneyd İkbal Sarıoğlu

Yayıncı:

Bandirma Onyedi Eylul University

Dergi:

Yönetim ve Ekonomi Araştırmaları Dergisi Vol.21 Issue 2, pp.210-230

Belge Tipi:

Makale

Yayın Tarihi:

11/2023

Belge Dili:

İngilizce

Document ID (Org No.):

2001293237

pISSN:

2148-029X