- Journal of Management Marketing and Logistics
- Vol: 4 Issue: 4
- COMPARISON OF YOUNG CONSUMERS' BRAND EQUITY PERCEPTIONS FOR TRADITIONAL AND NONTRADITIONAL BRANDS AC...
COMPARISON OF YOUNG CONSUMERS' BRAND EQUITY PERCEPTIONS FOR TRADITIONAL AND NONTRADITIONAL BRANDS ACROSS VARIOUS PRODUCT CATEGORIES
Authors : Ozlem Catli, Aysegul Ermec Sertoglu, Husniye Ors
Pages : 479-492
Doi:10.17261/Pressacademia.2017.736
View : 15 | Download : 6
Publication Date : 2017-12-30
Article Type : Research
Abstract :Purpose - This study aims to compare consumers' brand perception of traditional and non-traditional brands. Methodology - Consumers who live in Ankara constitute the universe of the study. The data were collected using the face-to-face survey method. The questionnaire contains statements measuring brand value of both traditional and non-traditional brands for soup and sport shoes . Findings - According to the results obtained in the study, brand perceptions of traditional brands were found higher than those of nontraditional brands. Conclusion - The study revealed that there was a meaningful difference between consumers' brand perceptions of traditional and nontraditional brands, and that this difference was in favor of traditional brandsKeywords : Traditional brand, brand equity, association, awareness, loyalty, perceived quality