Branding- how it influences customer behavior?
Abstract
The marketers can assess and examine the influences of branding on
customers so that they can develop convincing brand messages to target
the right customer using the right message. Branding is developing into
one of the most successful tactics of marketing teams in recent times;
so much that it has almost become a prioritized area of study for future
marketers. This was the main rationale behind conducting this research
to understand how branding influences the customer psyche and purchase
inclinations so that marketers exert more efforts towards branding as a
constant activity for increased brand equity and enhanced company image.
A survey was used in this research. The questionnaire which includes a
total of 19 questions was submitted by 200 customers. Data were analyzed
using SPSS.
Keywords
References
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- [3] Keller, K.L., (2008), “Strategic brand management: building, measuring and managing brand equity”, 3rd edition, Pearson Prentice Hall, New Jersey.
- [4] Keller, K. L. (2003). Brand synthesis: The multidimensionality of brand knowledge. Journal of Consumer Research, 29(4), 595- 600.
- [5] Marken G.A, (2003). Emotional Branding, How Successful Brands the Irrational Edge, Public Relations Quarterly, Vol. 48, Issue2, 12-25.
- [6] Morschett, D., (2001). Retail Branding As a Goal of Strategic Retail Marketing-a Causal Model From the Perspective of Consumer Research. European Advances in Consumer Research, 5, 107-110.
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Details
Primary Language
English
Subjects
-
Journal Section
Research Article
Publication Date
March 31, 2018
Submission Date
July 1, 2016
Acceptance Date
August 2, 2016
Published in Issue
Year 2018 Volume: 13 Number: 49
APA
Lutfı, R., & Altıntaş, T. (2018). Branding- how it influences customer behavior? Anadolu Bil Meslek Yüksekokulu Dergisi, 13(49), 77-92. https://izlik.org/JA39AY22FH
AMA
1.Lutfı R, Altıntaş T. Branding- how it influences customer behavior? ABMYO Dergisi. 2018;13(49):77-92. https://izlik.org/JA39AY22FH
Chicago
Lutfı, Raghda, and Tuğçe Altıntaş. 2018. “Branding- How It Influences Customer Behavior?”. Anadolu Bil Meslek Yüksekokulu Dergisi 13 (49): 77-92. https://izlik.org/JA39AY22FH.
EndNote
Lutfı R, Altıntaş T (March 1, 2018) Branding- how it influences customer behavior? Anadolu Bil Meslek Yüksekokulu Dergisi 13 49 77–92.
IEEE
[1]R. Lutfı and T. Altıntaş, “Branding- how it influences customer behavior?”, ABMYO Dergisi, vol. 13, no. 49, pp. 77–92, Mar. 2018, [Online]. Available: https://izlik.org/JA39AY22FH
ISNAD
Lutfı, Raghda - Altıntaş, Tuğçe. “Branding- How It Influences Customer Behavior?”. Anadolu Bil Meslek Yüksekokulu Dergisi 13/49 (March 1, 2018): 77-92. https://izlik.org/JA39AY22FH.
JAMA
1.Lutfı R, Altıntaş T. Branding- how it influences customer behavior? ABMYO Dergisi. 2018;13:77–92.
MLA
Lutfı, Raghda, and Tuğçe Altıntaş. “Branding- How It Influences Customer Behavior?”. Anadolu Bil Meslek Yüksekokulu Dergisi, vol. 13, no. 49, Mar. 2018, pp. 77-92, https://izlik.org/JA39AY22FH.
Vancouver
1.Raghda Lutfı, Tuğçe Altıntaş. Branding- how it influences customer behavior? ABMYO Dergisi [Internet]. 2018 Mar. 1;13(49):77-92. Available from: https://izlik.org/JA39AY22FH