COMPARISON OF YOUNG CONSUMERS' BRAND EQUITY PERCEPTIONS FOR TRADITIONAL AND NONTRADITIONAL BRANDS ACROSS VARIOUS PRODUCT CATEGORIES

Year 2017, , 479 - 492, 30.12.2017

Ozlem Catli Aysegul Ermec Sertoglu , Husniye Ors

https://doi.org/10.17261/Pressacademia.2017.736

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 brands 

Keywords

Traditional brand, brand equity, association, awareness, loyalty, perceived quality

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