Factors affecting consumer-based brand equity from the perspective of Turkish consumers

Basit Öğe Kaydı
dc.authorid0000-0002-8563-0233en_US
dc.authorid0000-0001-7213-1366en_US
dc.contributor.authorAkyüz, İlker
dc.contributor.authorBayram, Bahadır Çağrı
dc.contributor.authorErsen, Nadir
dc.date.accessioned2020-11-17T13:09:46Z
dc.date.available2020-11-17T13:09:46Z
dc.date.issued2019
dc.departmentAÇÜ, Artvin Meslek Yüksekokuluen_US
dc.description.abstractThis paper contributes to the consumer-based brand equity literature by researching what brand equity means for Turkish consumers and by defi ning 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, geographi-cally close to the researchers, and statistically representative of the Turkish people. Turkish panel furniture (PF) brands were chosen as the sample, and a stratifi ed sampling method was used to determine the questionnaires sample size. Data were analysed in SPSS, incorporating statistical tests such as factor analysis, correlation analy-sis and chi-square tests. Factors that affected CBBE were marketing activities, perceived quality, brand aware-ness, brand association and price.
dc.description.abstractZahvaljuju?i provedenom istra?ivanju zna?enja vrijednosti robne marke za potroša?e u Turskoj, ovaj rad pridonosi oboga?ivanju literature o tr?išnoj vrijednosti robne marke. Uzimaju?i u obzir perspektivu potroša?a u Turskoj, defi nirani su ?imbenici koji utje?u na tr?išnu vrijednost robne marke (CBBE). Iz pregleda literature mo?e se vidjeti da još postoje odre?eni aspekti podru?ja tr?išne vrijednosti robne marke koje treba dodatno istra?iti premda su objavljene neke va?ne studije s tog podru?ja. Ciljna populacija u ovom istra?ivanju bila su ku?anstva u Zapadnoj crnomorskoj regiji, koja je odabrana jer je odgovaraju?e veli?ine, zemljopisno je bliska istra?iva?ima i statisti?ki je reprezentativna za populaciju Turske. Za uzorke su odabrani proizvodi turskoga plo?astog namještaja (PF), a za odre?ivanje veli?ine uzorka primijenjena je metoda stratifi ciranog uzorkovanja. Podatci su analizirani u SPSS-u upotrebom statisti?kih testova kao što su faktorska analiza, korelacijska analiza i ?2-testovi. ?imbenici koji su utjecali na tr?išnu vrijednost robne marke bili su marketinške aktivnosti, percipirana kvaliteta, prepoznatljivost marke, udru?ivanje robnih marki i cijena.
dc.identifier.citationAkyüz, İ., Bayram, B. Ç., & Ersen, N. (2019). Factors affecting consumer-based brand equity from the perspective of Turkish consumers. Drvna Industrija, 70(2), 115-127.en_US
dc.identifier.doi10.5552/drvind.2019.1812
dc.identifier.endpage127en_US
dc.identifier.issue2en_US
dc.identifier.scopusqualityQ2
dc.identifier.startpage115en_US
dc.identifier.urihttps://hdl.handle.net/11494/2470
dc.identifier.volume70en_US
dc.identifier.wosqualityN/A
dc.indekslendigikaynakWeb of Science
dc.indekslendigikaynakScopus
dc.institutionauthorErsen, Nadir
dc.language.isoenen_US
dc.publisherZagreb Univen_US
dc.relation.ispartofDrvna Industrija
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.subjectConsumer-based brand equityen_US
dc.subjectTurkeyen_US
dc.subjectConsumer behaviouren_US
dc.subjectPanel productsen_US
dc.subjectFurnitureen_US
dc.subjectRžišna vrijednost robne markeen_US
dc.subjectTurskaen_US
dc.subjectPonašanje potrošačaen_US
dc.subjectPločasti materijalien_US
dc.subjectNamještajen_US
dc.titleFactors affecting consumer-based brand equity from the perspective of Turkish consumersen_US
dc.title.alternativeČimbenici koji utječu na tržišnu vrijednost proizvoda iz perspektive Turskih potrošačaen_US
dc.typeArticle

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