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

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