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

Öz

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.

Anahtar Kelimeler

• Brand Equity
• Brand Preference
• Purchase Intention

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

Öz

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.

Anahtar Kelimeler

• Marka Denkliği
• Marka Tercihi
• Satın Alma Niyeti

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