Research Article
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Year 2017, Volume: 4 Issue: 4, 479 - 492, 30.12.2017
https://doi.org/10.17261/Pressacademia.2017.736

Abstract

References

  • Aaker, D. 1991, Managing Brand Equity: Capitalizing on the Value of a Brand Name, New York: Free Press.
  • Aaker, D. 1996, Building Strong Brands, New York: Free Press.
  • Aaker, D. 2004, “Leveraging the corporate brand”, California Management Review, 46 (3), 6–18.
  • Alkibay, S. 2002, “Marka Değeri Ve Profesyonel Spor Kulüplerinin Taraftar İlişkileri Yoluyla Marka Değeri Yaratmaları Üzerine Bir Araştırma”, Gazi Üniversitesi Ticaret ve Turizm Eğitim Fakültesi, Bilimsel Araştırma Projesi.
  • Arjun Chaudhuri, Morris B. Halbrook, 2001, “The chain of effects from brand trust and brand affect to brand performence: the role of brand loyality”, Journal of Marketing, Vol.65, p.83.
  • Bearden, W.O, Hardesty, D.M., Rese R.L, 2001, “Consumer self-confidence: refinements in conceptualization and measurement”,Journal of Consumer Research, 28(1) June, p. 121-134
  • Erdil T. S., Uzun Y.,2009, Marka Olmak, İstanbul, Beta Yayınları.
  • George, M. 2004, “Heritage branding helps in global markets”, Marketing News, 4 (13), 1.
  • Hofstede G., Hofstede G. J., Michael M., 2010, Cultures And Organizations Doftware Of The Mind, Mc Graw Hill.
  • Horald B., Christopher G., 1981, Store loyality consumer behavior concept and strategies, Wadsworth Inc. İstanbul Ticaret Odası, 2006, İşletmelerin Tüketici Odaklı Marka Stratejileri, İstanbul.
  • Kapferer J. N., 1992, Strategic Brand Managment: New Approaches To Creating And Evaluating Brand Equity, 1. edition, The Free Pres,
  • Keller K. L., 2003, Strategic Brand Management: Building, Measuring And Managing Brand Equity, 2. edition, New Jersey, Prentice Hall.
  • Lehu, J. M. 2004, “Back to life! why brands grow old and sometimes die and what managers then do: an exploratory qualitative research put into the french context”, Journal of Marketing Communications, 10(2), 133-152.
  • Leigh, T. W., Peters, C., & Shelton, J. 2006, “ The consumer quest for authenticity: the multiplicity of meanings within the mg subculture of consumption”. Journal of the Academy of Marketing Science, 34(4), 481-493.
  • Lİn H. & Kao, D.T. 2004, “ The Impacts of Country of Origin on Brand Equity”, The Journal of American Academy of Business, Vol:5, No:1/2.
  • Urde, M. 2003, “ Core Value-Based Corporate Brand Building”,. European Journal of Marketing, 37(7/8), 1017-1040.
  • Urde, M., Greyser, S. A., & Balmer, J. M. 2007, “ Corporate Brands With A Heritage”. Journal of Brand Management, 15(1), 4-19.
  • Wiedmann, K. P., Hennigs, N., Schmidt, S., & Wuestefeld, T. 2011, “Drivers And Outcomes Of Brand Heritage: Consumers' Perception Of Heritage Brands İn The Automotive İndustry”, Journal of Marketing Theory and Practice, 19(2), 205-220.

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

Year 2017, Volume: 4 Issue: 4, 479 - 492, 30.12.2017
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 

References

  • Aaker, D. 1991, Managing Brand Equity: Capitalizing on the Value of a Brand Name, New York: Free Press.
  • Aaker, D. 1996, Building Strong Brands, New York: Free Press.
  • Aaker, D. 2004, “Leveraging the corporate brand”, California Management Review, 46 (3), 6–18.
  • Alkibay, S. 2002, “Marka Değeri Ve Profesyonel Spor Kulüplerinin Taraftar İlişkileri Yoluyla Marka Değeri Yaratmaları Üzerine Bir Araştırma”, Gazi Üniversitesi Ticaret ve Turizm Eğitim Fakültesi, Bilimsel Araştırma Projesi.
  • Arjun Chaudhuri, Morris B. Halbrook, 2001, “The chain of effects from brand trust and brand affect to brand performence: the role of brand loyality”, Journal of Marketing, Vol.65, p.83.
  • Bearden, W.O, Hardesty, D.M., Rese R.L, 2001, “Consumer self-confidence: refinements in conceptualization and measurement”,Journal of Consumer Research, 28(1) June, p. 121-134
  • Erdil T. S., Uzun Y.,2009, Marka Olmak, İstanbul, Beta Yayınları.
  • George, M. 2004, “Heritage branding helps in global markets”, Marketing News, 4 (13), 1.
  • Hofstede G., Hofstede G. J., Michael M., 2010, Cultures And Organizations Doftware Of The Mind, Mc Graw Hill.
  • Horald B., Christopher G., 1981, Store loyality consumer behavior concept and strategies, Wadsworth Inc. İstanbul Ticaret Odası, 2006, İşletmelerin Tüketici Odaklı Marka Stratejileri, İstanbul.
  • Kapferer J. N., 1992, Strategic Brand Managment: New Approaches To Creating And Evaluating Brand Equity, 1. edition, The Free Pres,
  • Keller K. L., 2003, Strategic Brand Management: Building, Measuring And Managing Brand Equity, 2. edition, New Jersey, Prentice Hall.
  • Lehu, J. M. 2004, “Back to life! why brands grow old and sometimes die and what managers then do: an exploratory qualitative research put into the french context”, Journal of Marketing Communications, 10(2), 133-152.
  • Leigh, T. W., Peters, C., & Shelton, J. 2006, “ The consumer quest for authenticity: the multiplicity of meanings within the mg subculture of consumption”. Journal of the Academy of Marketing Science, 34(4), 481-493.
  • Lİn H. & Kao, D.T. 2004, “ The Impacts of Country of Origin on Brand Equity”, The Journal of American Academy of Business, Vol:5, No:1/2.
  • Urde, M. 2003, “ Core Value-Based Corporate Brand Building”,. European Journal of Marketing, 37(7/8), 1017-1040.
  • Urde, M., Greyser, S. A., & Balmer, J. M. 2007, “ Corporate Brands With A Heritage”. Journal of Brand Management, 15(1), 4-19.
  • Wiedmann, K. P., Hennigs, N., Schmidt, S., & Wuestefeld, T. 2011, “Drivers And Outcomes Of Brand Heritage: Consumers' Perception Of Heritage Brands İn The Automotive İndustry”, Journal of Marketing Theory and Practice, 19(2), 205-220.
There are 18 citations in total.

Details

Journal Section Articles
Authors

Ozlem Catli This is me

Aysegul Ermec Sertoglu

Husniye Ors

Publication Date December 30, 2017
Published in Issue Year 2017 Volume: 4 Issue: 4

Cite

APA Catli, O., Ermec Sertoglu, A., & Ors, H. (2017). COMPARISON OF YOUNG CONSUMERS’ BRAND EQUITY PERCEPTIONS FOR TRADITIONAL AND NONTRADITIONAL BRANDS ACROSS VARIOUS PRODUCT CATEGORIES. Journal of Management Marketing and Logistics, 4(4), 479-492. https://doi.org/10.17261/Pressacademia.2017.736

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