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Journals / Journal of Management Marketing and Logistics / 2017 / Volume: 4 Issue: 4

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

Ozlem Catli
Aysegul Ermec Sertoglu
Husniye Ors
Pages
—
Publication Date
2017-12-30
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

Findings - According to the results obtained in the study, brand perceptions of traditional brands were found higher than those of nontraditional brands.

📌 3 Key Takeaways

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Objective & Hypothesis:Purpose - This study aims to compare consumers' brand perception of traditional and non-traditional brands.
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Key Findings & Data:Methodology - Consumers who live in Ankara constitute the universe of the study.
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Conclusion & Impact:Findings - According to the results obtained in the study, brand perceptions of traditional brands were found higher than those of nontraditional brands.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Traditional brand · brand equity · association

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

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Cite This Article

Catli, O., Sertoglu, A. E., 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, Volume: 4 Issue: 4. https://doi.org/10.17261/Pressacademia.2017.736

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