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Year 2017, Volume: 3 Issue: 1, 290 - 301, 30.06.2017
https://doi.org/10.17261/Pressacademia.2017.414

Abstract

References

  • Aaker, David A. (1991). Managing brand equity: capitalizing on the value of a brand name, New York: Free Press.
  • Aaker, David A. (1996). Building strong brands, New York: Free Press.
  • Aaker, David A. (2004). Leveraging the corporate brand, california management review, 46 (3), 6–18.
  • Alkibay, S. (2002). Marka değeri ve profesyonel spor kulüplerinin taraftar ilişkileri 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
  • George, Martin (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 Berktam, Christopher Gilson, (1981). Store loyality consumer behavior concept and strategies, Wadsworth Inc.
  • İstanbul Ticaret Odası, (2006). İşletmelerin tüketici odaklı marka stratejileri, İstanbul.
  • Kapferer Jean Noel, (1992). Strategic brand managment: new approaches to creating and evaluating brand equity, 1. edition, The Free Pres, 1992.
  • Kevin Lane Keller, (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.
  • 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 in the automotive industry. Journal of Marketing Theory and Practice, 19(2), 205-220.

CONSUMERS’ BRAND EQUITY PERCEPTIONS OF TRADITIONAL AND NON-TRADITIONAL BRANDS

Year 2017, Volume: 3 Issue: 1, 290 - 301, 30.06.2017
https://doi.org/10.17261/Pressacademia.2017.414

Abstract

This
study aims to compare consumers' brand perception of traditional brands with
brand perceptions of non-traditional brands.
 Consumers living
in Ankara constitute the universe of work, and data were gathered in a
face-to-face interview using the survey method. the demographic characteristics
of the participants was prepared with the aim of evaluating and comparing one
traditional brand and one non traditional brand of brand equity related to the
brand equity by the participants. According to the results of the study, the
brand  equity perceptions of the
traditional brands were found to be higher than the brand perceptions of the
non-traditional brands.
It
has been found that there is a difference between perceptions of brand equity
related to traditional and non-traditional brands, and that this difference is
in favor of traditional brands. 



 

References

  • Aaker, David A. (1991). Managing brand equity: capitalizing on the value of a brand name, New York: Free Press.
  • Aaker, David A. (1996). Building strong brands, New York: Free Press.
  • Aaker, David A. (2004). Leveraging the corporate brand, california management review, 46 (3), 6–18.
  • Alkibay, S. (2002). Marka değeri ve profesyonel spor kulüplerinin taraftar ilişkileri 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
  • George, Martin (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 Berktam, Christopher Gilson, (1981). Store loyality consumer behavior concept and strategies, Wadsworth Inc.
  • İstanbul Ticaret Odası, (2006). İşletmelerin tüketici odaklı marka stratejileri, İstanbul.
  • Kapferer Jean Noel, (1992). Strategic brand managment: new approaches to creating and evaluating brand equity, 1. edition, The Free Pres, 1992.
  • Kevin Lane Keller, (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.
  • 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 in the automotive industry. Journal of Marketing Theory and Practice, 19(2), 205-220.
There are 17 citations in total.

Details

Journal Section Articles
Authors

Ozlem Catli This is me

Aysegul Ermec Sertoglu

Husniye Ors

Publication Date June 30, 2017
Published in Issue Year 2017 Volume: 3 Issue: 1

Cite

APA Catli, O., Ermec Sertoglu, A., & Ors, H. (2017). CONSUMERS’ BRAND EQUITY PERCEPTIONS OF TRADITIONAL AND NON-TRADITIONAL BRANDS. PressAcademia Procedia, 3(1), 290-301. https://doi.org/10.17261/Pressacademia.2017.414
AMA Catli O, Ermec Sertoglu A, Ors H. CONSUMERS’ BRAND EQUITY PERCEPTIONS OF TRADITIONAL AND NON-TRADITIONAL BRANDS. PAP. June 2017;3(1):290-301. doi:10.17261/Pressacademia.2017.414
Chicago Catli, Ozlem, Aysegul Ermec Sertoglu, and Husniye Ors. “CONSUMERS’ BRAND EQUITY PERCEPTIONS OF TRADITIONAL AND NON-TRADITIONAL BRANDS”. PressAcademia Procedia 3, no. 1 (June 2017): 290-301. https://doi.org/10.17261/Pressacademia.2017.414.
EndNote Catli O, Ermec Sertoglu A, Ors H (June 1, 2017) CONSUMERS’ BRAND EQUITY PERCEPTIONS OF TRADITIONAL AND NON-TRADITIONAL BRANDS. PressAcademia Procedia 3 1 290–301.
IEEE O. Catli, A. Ermec Sertoglu, and H. Ors, “CONSUMERS’ BRAND EQUITY PERCEPTIONS OF TRADITIONAL AND NON-TRADITIONAL BRANDS”, PAP, vol. 3, no. 1, pp. 290–301, 2017, doi: 10.17261/Pressacademia.2017.414.
ISNAD Catli, Ozlem et al. “CONSUMERS’ BRAND EQUITY PERCEPTIONS OF TRADITIONAL AND NON-TRADITIONAL BRANDS”. PressAcademia Procedia 3/1 (June 2017), 290-301. https://doi.org/10.17261/Pressacademia.2017.414.
JAMA Catli O, Ermec Sertoglu A, Ors H. CONSUMERS’ BRAND EQUITY PERCEPTIONS OF TRADITIONAL AND NON-TRADITIONAL BRANDS. PAP. 2017;3:290–301.
MLA Catli, Ozlem et al. “CONSUMERS’ BRAND EQUITY PERCEPTIONS OF TRADITIONAL AND NON-TRADITIONAL BRANDS”. PressAcademia Procedia, vol. 3, no. 1, 2017, pp. 290-01, doi:10.17261/Pressacademia.2017.414.
Vancouver Catli O, Ermec Sertoglu A, Ors H. CONSUMERS’ BRAND EQUITY PERCEPTIONS OF TRADITIONAL AND NON-TRADITIONAL BRANDS. PAP. 2017;3(1):290-301.

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