MARKA DENKLİĞİ İLE SATIN ALMA NİYETİ ARASINDAKİ İLİŞKİDE MARKA TERCİHİNİN ÖNEMİ VE MOBİL TELEFON SEKTÖRÜ ÜZERİNE BİR ARAŞTIRMA

Elif GÜNER; Nevin KARABIYIK YERDEN; Mehmet Yaman ÖZTEK

Makale detayları

MARKA DENKLİĞİ İLE SATIN ALMA NİYETİ ARASINDAKİ İLİŞKİDE MARKA TERCİHİNİN ÖNEMİ VE MOBİL TELEFON SEKTÖRÜ ÜZERİNE BİR ARAŞTIRMA

Yazarlar:

Elif GÜNER | Nevin KARABIYIK YERDEN | Mehmet Yaman ÖZTEK

Yayıncı:

Marmara University

Ana Başlıklar:

Sosyoloji & antropoloji

Dergi:

Oneri 2021 Vol.16 Issue 55, pp.250-285

Belge Tipi:

Makale

Yayın Tarihi:

1/2021

Belge Dili:

Türkçe

Document ID (Org No.):

2000564949

Sıklık:

İki Yıllık

eISSN:

2147-5377

pISSN:

1300-0845

Özet:

 


In today’s rapidly globalizing world, competition has increased with the influence of developing technology. Consumers can access products/services more easily and make a more informed purchasing decision. Therefore, the importance of the brand concept and establishing a strong brand has increased even more. In this study, the relationship between consumer-based brand equity and purchase intention is determined. The explanatory role of the brand preference in relation between consumer-based brand equity and purchase intention has also been examined. In this sense, it has been tried to show how the relationship between brand equity and purchase intention was affected by brand preference. The sample of the study consists of university students. In this context, a leading mobile phone brand (with the highest brand value as of 2017) was selected in the research. Data were collected by using survey method which is frequently used in marketing research and 394 valid survey forms were obtained. In the light of the findings obtained from the research, that there is a significant relationship between consumer-based brand equity (and its dimensions) and brand preference; between brand preference and purchase intention and there is also a significant relationship between consumer-based brand equity (and its dimensions) and purchase intention. In addition, it is concluded that brand preference influenced the explanatory relationship between brand equity and purchase intention according to our findings.

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Makale detayları

MARKA DENKLİĞİ İLE SATIN ALMA NİYETİ ARASINDAKİ İLİŞKİDE MARKA TERCİHİNİN ÖNEMİ VE MOBİL TELEFON SEKTÖRÜ ÜZERİNE BİR ARAŞTIRMA

Yazarlar: Elif GÜNER | Nevin KARABIYIK YERDEN | Mehmet Yaman ÖZTEK

Yayıncı: Marmara University

Ana Başlıklar: Sosyoloji & antropoloji

Dergi: Oneri 2021 Vol.16 Issue 55, pp.250-285

Belge Tipi: Makale

Yayın Tarihi: 1/2021

Belge Dili: Türkçe

Document ID (Org No.): 2000564949

Sıklık: İki Yıllık

eISSN: 2147-5377

pISSN: 1300-0845

Sayı

Yazarlar:

Elif GÜNER | Nevin KARABIYIK YERDEN | Mehmet Yaman ÖZTEK

Yayıncı:

Marmara University

Ana Başlıklar:

Sosyoloji & antropoloji

Dergi:

Oneri 2021 Vol.16 Issue 55, pp.250-285

Belge Tipi:

Makale

Yayın Tarihi:

1/2021

Belge Dili:

Türkçe

Document ID (Org No.):

2000564949

Sıklık:

İki Yıllık

eISSN:

2147-5377

pISSN:

1300-0845