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THE IMPORTANCE OF BRAND PREFERENCE ON THE RELATIONSHIP BETWEEN BRAND EQUITY AND PURCHASE INTENTION: AN ANALYSIS ON MOBILE PHONE SECTOR

Year 2021, , 250 - 285, 30.01.2021
https://doi.org/10.14783/maruoneri.726931

Abstract

In today’s rapidly globalizing world, competition has increased with the influence of developing technology. Consumers can access products/services more easily and make a more informed purchasing decision. Therefore, the importance of the brand concept and establishing a strong brand has increased even more. In this study, the relationship between consumer-based brand equity and purchase intention is determined. The explanatory role of the brand preference in relation between consumer-based brand equity and purchase intention has also been examined. In this sense, it has been tried to show how the relationship between brand equity and purchase intention was affected by brand preference. The sample of the study consists of university students. In this context, a leading mobile phone brand (with the highest brand value as of 2017) was selected in the research. Data were collected by using survey method which is frequently used in marketing research and 394 valid survey forms were obtained. In the light of the findings obtained from the research, that there is a significant relationship between consumer-based brand equity (and its dimensions) and brand preference; between brand preference and purchase intention and there is also a significant relationship between consumer-based brand equity (and its dimensions) and purchase intention. In addition, it is concluded that brand preference influenced the explanatory relationship between brand equity and purchase intention according to our findings.

References

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MARKA DENKLİĞİ İLE SATIN ALMA NİYETİ ARASINDAKİ İLİŞKİDE MARKA TERCİHİNİN ÖNEMİ VE MOBİL TELEFON SEKTÖRÜ ÜZERİNE BİR ARAŞTIRMA

Year 2021, , 250 - 285, 30.01.2021
https://doi.org/10.14783/maruoneri.726931

Abstract

Günümüzün hızla küreselleşen dünyasında teknolojik gelişmelerin de etkisiyle birlikte rekabet artmıştır. Tüketiciler mal ve hizmetlere daha kolay bir şekilde ulaşabilmekte ve daha bilinçli satın alma kararı verebilmektedirler. Bu durum ise güçlü bir marka oluşturmanın önemini daha da arttırmaktadır. Bu çalışmada, tüketici temelli marka denkliği ile satın alma niyeti arasındaki ilişki araştırılmıştır. Bununla birlikte, tüketici temelli marka denkliği ve satın alma niyeti arasındaki ilişkide marka tercihi ara değişken olarak incelenmiştir. Bu bağlamda, bu araştırmanın amacı, tüketicilerin cep telefonu satın alma niyetleri ile tüketici temelli marka denkliği arasındaki ilişkiyi ortaya koymak ve marka tercihinin bu ilişkideki önemini belirlemektir. Araştırma, üniversite öğrencileri üzerinde gerçekleştirilmiştir. Bu bağlamda, cep telefonu sektöründe lider marka konumunda olan, ayrıca 2017 yılı itibariyle en yüksek marka değerine sahip olan bir cep telefonu markası seçilmiş ve araştırma kapsamına dâhil edilmiştir. Verilerin toplanmasında anket yönteminden yararlanılmış ve bu doğrultuda 394 geçerli anket formu elde edilmiştir. Araştırmadan elde edilen bulgular ışığında, tüketici temelli marka denkliği ve bileşenleri ile marka tercihi; marka tercihi ile satın alma niyeti; tüketici temelli marka denkliği ve bileşenleri ile satın alma niyeti arasında anlamlı bir ilişki bulunduğu sonucuna varılmıştır. Ayrıca marka tercihinin, tüketici temelli marka denkliği bileşenlerinin satın alma niyeti üzerindeki açıklayıcılığına etki ettiği de ortaya çıkmıştır.

References

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  • Cronin Jr, J. J., Brady, M. K. & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of retailing. 76 (2), 193- 218.
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  • Ebrahim, R., Ghoneim, A., Irani, Z. & Fan, Y. (2016). A brand preference and repurchase intention model: the role of consumer experience. Journal of Marketing Management. 32 (13-14), 1230-1259.
  • Farquhar, P. H. (1989). Managing brand equity. Marketing research. 1 (3), 24-33.
  • Feldwick, P. (1996). What is brand equity anyway, and how do you measure it?. Market Research Society. Journal. 38 (2), 1-17.
  • Gautam, D. K. & Shrestha, S. K. (2018). Impact of Brand Equity on Purchase Intention of Smart Phones. AsiaPacific Journal of Business. 9 (1), 1-18.
  • Gil, R. B., Andres, E. F. & Salinas, E. M. (2007). Family as a source of consumer‐based brand equity. Journal of product & brand management.
  • Hanehalkı Bilişim Teknolojileri Kullanım Araştırması, 2016, Türkiye İstatistik Kurumu Haber Bülteni, 21779, http://www.tuik.gov.tr/PreHaberBultenleri.do?id=21779 adresinden alındı (28.03.2018).
  • Hellier, P. K., Geursen, G. M., Carr, R. A. & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European journal of marketing. 37 (11-12), 1762-1800.
  • http://www.hurriyet.com.tr/teknoloji/turkiyede-kac-milyon-telefon-satildi-40415243 adresinden alındı (03.03.2018).
  • https://www.marketingturkiye.com.tr/haberler/genclerin-tercihleri-teknoloji-pazarini-buyutuyor/ adresinden alındı (12.04.2018).
  • https://www.marketingturkiye.com.tr/haberler/genclerin-tercihleri-teknoloji-pazarini-buyutuyor/ adresinden alındı (10.04.2018).
  • İstatistiklerle Gençlik, 2016, (16 Mayıs 2017), Türkiye İstatistik Kurumu Haber Bülteni, 24648, http://www.tuik. gov.tr/PreHaberBultenleri.do?id=24648 adresinden alındı (01.04.2018).
  • Jalilvand, M. R., Pool, J. K., Nasrolahi Vosta, S. & Kazemi, R. V. (2016). Antecedents and consequence of consumers’ attitude towards brand preference: evidence from the restaurant industry. Anatolia. 27 (2), 167-176.
  • Jalilvand, M. R., Samiei, N. & Mahdavinia, S. H. (2011). The effect of brand equity components on purchase intention. International business and management. 2 (2), 149-158.
  • Jamal, A. & Al-Marri, M. (2007). Exploring the effect of self-image congruence and brand preference on satisfaction: the role of expertise. Journal of Marketing Management. 23 (7-8), 613-629.
  • Keller, K. (2013). Strategic brand management: Global edition. Pearson Higher Ed.
  • Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing. 57 (1), 1-22.
  • Keller, K. L. (2003). Understanding brands, branding and brand equity. Interactive Marketing. 5 (1), 7-20.
  • Khan, N., Rahmani, S. H. R., Hoe, H. Y. & Chen, T. B. (2015). Causal relationships among dimensions of consumer-based brand equity and purchase intention: Fashion industry. International Journal of Business and Management. 10 (1), 172.
  • Kim, H. B., Gon Kim, W. & An, J. A. (2003). The effect of consumer-based brand equity on firms’ financial performance. Journal of consumer marketing. 20 (4), 335-351.
  • Kocagöz, E. & Dursun, Y. (2010). Algılanan Davranışsal Kontrol, Ajzen’in Teorisinde Nasıl Konumlanır? Alternatif Model Analizleri. Karamanoğlu Mehmetbey Üniversitesi Sosyal Ve Ekonomik Araştırmalar Dergisi. 2, 139-152.
  • Krishnan, H. S. (1996). Characteristics of memory associations: A consumer-based brand equity perspective. International Journal of research in Marketing. 13(4), 389-405.
  • Lakshmi, S. & Kavida, V. (2016). Impact of Brand Equity on Purchase Intention of Home Appliances. IUP Journal of Brand Management.13(4), 54-67.
  • Lau, G. T. & Lee, S. H. (1999). Consumers’ trust in a brand and the link to brand loyalty. Journal of MarketFocused Management. 4(4), 341-370.
  • Macdonald, E. K. & Sharp, B. M. (2000). Brand awareness effects on consumer decision making for a common, repeat purchase product: A replication. Journal of business research. 48 (1), 5-15.
  • Malhotra, N. K. (2009). Basic Marketing Research: A Decision-Making Approach (3rd Edition). USA: Pearson.
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Details

Primary Language Turkish
Journal Section Makale Başvuru
Authors

Elif Güner 0000-0003-0665-5641

Nevin Karabıyık Yerden 0000-0003-1114-2672

Mehmet Yaman Öztek 0000-0002-1129-5145

Publication Date January 30, 2021
Published in Issue Year 2021

Cite

APA Güner, E., Karabıyık Yerden, N., & Öztek, M. Y. (2021). MARKA DENKLİĞİ İLE SATIN ALMA NİYETİ ARASINDAKİ İLİŞKİDE MARKA TERCİHİNİN ÖNEMİ VE MOBİL TELEFON SEKTÖRÜ ÜZERİNE BİR ARAŞTIRMA. Öneri Dergisi, 16(55), 250-285. https://doi.org/10.14783/maruoneri.726931

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