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

Yıl 2021, Cilt: 16 Sayı: 55, 250 - 285, 30.01.2021

Elif Güner Nevin Karabıyık Yerden Mehmet Yaman Öztek

https://doi.org/10.14783/maruoneri.726931
Cited By: 3

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

Kaynakça

  • Aaker, D. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: The Free Press.
  • Aaker, D. (1996). Building Strong Brands, New York: The Free Press.
  • Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes. 50 (2), 179-211.
  • Al Koliby, I. S. & Rahman, M. A. (2018). Influence Dimensions of Brand Equity on Purchase Intention Toward Smartphone in Malaysia, VFAST Transactions on Education and Social Sciences. 6 (1), 7-19.
  • Alfawareh, H. M. & Jusoh, S. (2014). Smartphones usage among university students: Najran University case, International Journal of Academic Research. 6 (2), 321-326.
  • Alreck, P. L. & Settle, R. B. (1999). Strategies for building consumer brand preference. Journal of product & brand management. 8 (2), 130-144.
  • Alson, J. N. & Misagal, L. V. (2016). Smart phones usage among college students. IMPACT: International Journal of Research in Engineering & Technology (IMPACT: IJRET). 4 (3), 63-70.
  • Ayodele, A. A. & Ifeanyichukwu, C. (2016). Factors influencing smartphone purchase behavior among young adults in Nigeria. International, Journal of recent scientific research. 7, 13248-13254.
  • Banerjee, S. & Phau, I. (2016). Influence of consumer personality, brand personality, and corporate personality on brand preference: An empirical investigation of interaction effect. Asia Pacific Journal of Marketing and Logistics. 28 (2), 1-27.
  • Bernués, A., Olaizola, A. & Corcoran, K. (2003). Extrinsic attributes of red meat as indicators of quality in Europe: an application for market segmentation. Food quality and preference. 14 (4), 265-276.
  • Bilgi Teknolojileri Ve İletişim Kurumu (BTK), Türkiye Elektronik Haberleşme Sektörü Pazar Verileri Raporu, Aralık 2017, https://www.btk.gov.tr/uploads/pages/2017-q4.pdf adresinden alındı (28.03.2018).
  • Bougenvile, A. & Ruswanti, E. (2017). Brand Equity on Purchase Intention Consumers’ Willingness to Pay Premium Price Juice. Journal of Economics and Finance. 8(1). 12-18.
  • Bowen, J. T. & Chen, S. L. (2001). The relationship between customer loyalty and customer satisfaction. International journal of contemporary hospitality management. 13 (5), 213-217.
  • Chang, H. H. & Liu, Y. M. (2009). The impact of brand equity on brand preference and purchase intentions in the service industries. The Service Industries Journal. 29 (12), 1687-1706.
  • Chen, C. F. & Chang, Y. Y. (2008). Airline brand equity, brand preference, and purchase intentions-The moderating effects of switching costs. Journal of Air Transport Management. 14 (1), 40-42.
  • Cheng-Hsui & Chen, A. (2001). Using free association to examine the relationship between the characteristics of brand associations and brand equity. Journal of product & brand management. 10 (7), 439-451.
  • Chi, H. K., Yeh, H. R. & Yang, Y. T. (2009). The impact of brand awareness on consumer purchase intention: The mediating effect of perceived quality and brand loyalty. The journal of international management studies. 4 (1), 135-144.
  • Cobb-Walgren, C. J., Ruble, C. A. & Donthu, N. (1995). Brand equity, brand preference, and purchase intent. Journal of advertising. 24 (3), 25-40.
  • 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.
  • Delgado-Ballester, E., Munuera-Aleman, J. L. & Yague-Guillen, M. J. (2003). Development and validation of a brand trust scale. International Journal of Market Research. 45 (1), 35-54.
  • Deloitte Global Mobil Kullanıcı Araştırması (2017), İstanbul, Basın Bülteni. https://www2.deloitte.com/tr/tr/ pages/about-deloitte/articles/deloitte-global-mobil-kullaici-arastirmasi-2017.html adresinden alındı. (11.04.2018).
  • Dick, A. S. & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the academy of marketing science. 22 (2), 99-113.
  • Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of marketing research. 28 (3), 307-319.
  • 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.
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MARKA DENKLİĞİ İLE SATIN ALMA NİYETİ ARASINDAKİ İLİŞKİDE MARKA TERCİHİNİN ÖNEMİ VE MOBİL TELEFON SEKTÖRÜ ÜZERİNE BİR ARAŞTIRMA

Yıl 2021, Cilt: 16 Sayı: 55, 250 - 285, 30.01.2021

Elif Güner Nevin Karabıyık Yerden Mehmet Yaman Öztek

https://doi.org/10.14783/maruoneri.726931
Cited By: 3

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

Kaynakça

  • Aaker, D. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: The Free Press.
  • Aaker, D. (1996). Building Strong Brands, New York: The Free Press.
  • Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes. 50 (2), 179-211.
  • Al Koliby, I. S. & Rahman, M. A. (2018). Influence Dimensions of Brand Equity on Purchase Intention Toward Smartphone in Malaysia, VFAST Transactions on Education and Social Sciences. 6 (1), 7-19.
  • Alfawareh, H. M. & Jusoh, S. (2014). Smartphones usage among university students: Najran University case, International Journal of Academic Research. 6 (2), 321-326.
  • Alreck, P. L. & Settle, R. B. (1999). Strategies for building consumer brand preference. Journal of product & brand management. 8 (2), 130-144.
  • Alson, J. N. & Misagal, L. V. (2016). Smart phones usage among college students. IMPACT: International Journal of Research in Engineering & Technology (IMPACT: IJRET). 4 (3), 63-70.
  • Ayodele, A. A. & Ifeanyichukwu, C. (2016). Factors influencing smartphone purchase behavior among young adults in Nigeria. International, Journal of recent scientific research. 7, 13248-13254.
  • Banerjee, S. & Phau, I. (2016). Influence of consumer personality, brand personality, and corporate personality on brand preference: An empirical investigation of interaction effect. Asia Pacific Journal of Marketing and Logistics. 28 (2), 1-27.
  • Bernués, A., Olaizola, A. & Corcoran, K. (2003). Extrinsic attributes of red meat as indicators of quality in Europe: an application for market segmentation. Food quality and preference. 14 (4), 265-276.
  • Bilgi Teknolojileri Ve İletişim Kurumu (BTK), Türkiye Elektronik Haberleşme Sektörü Pazar Verileri Raporu, Aralık 2017, https://www.btk.gov.tr/uploads/pages/2017-q4.pdf adresinden alındı (28.03.2018).
  • Bougenvile, A. & Ruswanti, E. (2017). Brand Equity on Purchase Intention Consumers’ Willingness to Pay Premium Price Juice. Journal of Economics and Finance. 8(1). 12-18.
  • Bowen, J. T. & Chen, S. L. (2001). The relationship between customer loyalty and customer satisfaction. International journal of contemporary hospitality management. 13 (5), 213-217.
  • Chang, H. H. & Liu, Y. M. (2009). The impact of brand equity on brand preference and purchase intentions in the service industries. The Service Industries Journal. 29 (12), 1687-1706.
  • Chen, C. F. & Chang, Y. Y. (2008). Airline brand equity, brand preference, and purchase intentions-The moderating effects of switching costs. Journal of Air Transport Management. 14 (1), 40-42.
  • Cheng-Hsui & Chen, A. (2001). Using free association to examine the relationship between the characteristics of brand associations and brand equity. Journal of product & brand management. 10 (7), 439-451.
  • Chi, H. K., Yeh, H. R. & Yang, Y. T. (2009). The impact of brand awareness on consumer purchase intention: The mediating effect of perceived quality and brand loyalty. The journal of international management studies. 4 (1), 135-144.
  • Cobb-Walgren, C. J., Ruble, C. A. & Donthu, N. (1995). Brand equity, brand preference, and purchase intent. Journal of advertising. 24 (3), 25-40.
  • 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.
  • Delgado-Ballester, E., Munuera-Aleman, J. L. & Yague-Guillen, M. J. (2003). Development and validation of a brand trust scale. International Journal of Market Research. 45 (1), 35-54.
  • Deloitte Global Mobil Kullanıcı Araştırması (2017), İstanbul, Basın Bülteni. https://www2.deloitte.com/tr/tr/ pages/about-deloitte/articles/deloitte-global-mobil-kullaici-arastirmasi-2017.html adresinden alındı. (11.04.2018).
  • Dick, A. S. & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the academy of marketing science. 22 (2), 99-113.
  • Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of marketing research. 28 (3), 307-319.
  • 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.
  • Maymand, M. M. & Razmi, R. (2017). On the Effect of the Congruence between the Brand Image and Brand Personality on the Consumers’ Brand Preference and Purchase Intent: A Case Study of Aquafina Bottled Water. Journal of Economic & Management Perspectives. 11 (1), 1369-1383.
  • Mohd Yasin, N., Nasser Noor, M. & Mohamad, O. (2007). Does image of country-of-origin matter to brand equity?. Journal of Product & brand management. 16 (1), 38-48.
  • Moradi, H. & Zarei, A. (2011). The impact of brand equity on purchase intention and brand preference-the moderating effects of country of origin image. Australian Journal of Basic and Applied Sciences. 5 (3), 539-545.
  • Morwitz, V. (2014). Consumers’ purchase intentions and their behavior. Foundations and Trends® in Marketing. 7 (3), 181-230.
  • Morwitz, V. G., Steckel, J. H. & Gupta, A. (2007). When do purchase intentions predict sales?. International Journal of Forecasting. 23(3). 347-364.
  • Myers, C. A. (2003). Managing brand equity: a look at the impact of attributes. Journal of product & brand management. 12 (1), 39-51.
  • Naeini, A., Azali, P. R. & Tamaddoni, K. S. (2015). Impact of brand equity on purchase intention and development, brand preference and customer willingness to pay higher prices. Management and Administrative Sciences Review. 4 (3), 616-626.
  • Nakip M. & Yaraş E. (2016). SPSS Uygulamalı Pazarlama Araştırmalarına Giriş (5. Baskı). Ankara: Seçkin Yayıncılık.
  • Netemeyer, R. G., Krishnan, B., Pullig, C., Wang, G., Yagci, M., Dean, D., ... & Wirth, F. (2004). Developing and validating measures of facets of customer-based brand equity. Journal of business research. 57 (2), 209- 224.
  • Pappu, R., Quester, P. G. & Cooksey, R. W. (2005). Consumer-based brand equity: improving the measurement– empirical evidence. Journal of Product & Brand Management. 14(3), 143-154.
  • Peppers, D. & Rogers, M. (2004). Managing customer relationships: A strategic framework. John Wiley & Sons.
  • Percy, L. & Rossiter, J. R. (1992). A model of brand awareness and brand attitude advertising strategies. Psychology & Marketing. 9 (4), 263-274.
  • Phan, N. T. H., Nguyen, T. Q. & Truong, D. (2019). The Effect of Brand Equity Components on Automobile Purchase Intention of Consumers in Ho Chi Minh City, Vietnam. The Journal of Asian Finance, Economics and Business (JAFEB). 6 (2), 135-145.
  • Pitta, D. A. & Prevel Katsanis, L. (1995). Understanding brand equity for successful brand extension. Journal of consumer marketing. 12 (4), 51-64.
  • Pool, J. K., Asian, S., Abareshi, A. & Mahyari, H. K. (2018). An examination of the interplay between countryof-origin, brand equity, brand preference and purchase intention toward global fashion brands, International Journal of Business Forecasting and Marketing Intelligence. 4 (1), 43-63.
  • Santoso, C. R. & Cahyadi, T. E. (2014). Analyzing the impact of brand equity towards purchase intention in automotive industry: A case study of ABC in Surabaya. iBuss Management. 2 (2), 29-39.
  • Senthilnathan, S & Tharmi. (2012). The relationship of brand equity to purchase intention. IUP Journal of Marketing Management. May, 1-19.
  • Spears, N. & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of current issues & research in advertising. 26 (2), 53-66.
  • Tariq, M. I., Nawaz, M. R., Nawaz, M. M. & Butt, H. A. (2013). Customer perceptions about branding and purchase intention: a study of FMCG in an emerging market. Journal of Basic and Applied Scientific Research. 3 (2), 340-347.
  • Tolba, A. H. (2011). The impact of distribution intensity on brand preference and brand loyalty. International Journal of Marketing Studies. 3 (3), 56.
  • Tong, X. & Hawley, J. M. (2009). Creating brand equity in the Chinese clothing market: The effect of selected marketing activities on brand equity dimensions. Journal of Fashion Marketing and Management: An International Journal. 13 (4), 566-581.
  • Torlak, Ö., Spillan, J. E. & Harcar, T. (2011). Young consumers’ cell phone usage in developing market: the case of Turkish youth market, Journal of Marketing Development and Competitiveness. 5 (3), 47-67.
  • Villarejo-Ramos, A. F. & Sanchez-Franco, M. J. (2005). The impact of marketing communication and price promotion on brand equity. Journal of Brand Management. 12 (6), 431-444.
  • Vivekanantham, D. (2019). A Study on the impact of Brand equity on purchase intention and customer loyalty (Yayınlanmamış Doktora Tezi). Eastern Üniversity, Sri Lanka.
  • Wood, L. (2000). Brands and brand equity: definition and management. Management decision. 38 (9), 662-669.
  • Yi, Y. & Jeon, H. (2003). Effects of loyalty programs on value perception, program loyalty, and brand loyalty. Journal of the academy of marketing science. 31 (3), 229-240.
  • Yoo, B. & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of business research. 52 (1), 1-14.
  • Yoo, B., Donthu, N. & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the academy of marketing science. 28 (2), 195-211.
  • Ziethaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of marketing. 52 (3), 2-22.
  • Ziethaml, V. A., Berry, L. L. & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of marketing. 60 (2). 31-46.
Toplam 78 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makale Başvuru
Yazarlar

Elif Güner 0000-0003-0665-5641

Nevin Karabıyık Yerden 0000-0003-1114-2672

Mehmet Yaman Öztek 0000-0002-1129-5145

Yayımlanma Tarihi 30 Ocak 2021
Yayımlandığı Sayı Yıl 2021 Cilt: 16 Sayı: 55

Kaynak Göster

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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