KaydedilenlerDerginizi ekleyin

Dergiler / Türkiye Mesleki ve Sosyal Bilimler Dergisi / 2026 / Cilt: 7 Sayı: 19 Özel Sayı

INFLUENCE OF BRANDING ON INCREASING SPEED AND LIMITS OF SHOPPING DYNAMICS IN AZERBAIJAN

Maher Mohammed Abedah(Al-Bayan University)0009-0005-3748-9254
Sayfa
41–48
Yayın Tarihi
2025-06-30
DOI
—
🏛️Bu makalenin bibliyografik verileri ve tam metin bağlantısı DergiPark üzerinden sağlanmıştır.
DergiPark Kaydı ↗
✨

Yapay Zeka Hızlı Bakış & Çıkarımlar

AI Insight
⚡ TL;DR(1 Cümlede Hızlı Çıkarım)

This study contributes to the literature by linking brand perceptions with actual consumer behavior, offering regional insights into branding in Azerbaijan’s retail sector, and providing practical guidance for marketers seeking to craft brand strategies that resonate with local shoppers and stimulate quicker purchasing actions.

📌 3 Maddede Bu Makale

🎯
Amaç & Hipotez:This study examines the influence of branding on the speed and financial scope of consumer purchasing behavior in Azerbaijan.
📊
Temel Bulgular & Veri:To this end, a structured survey was conducted across 23 regions of Azerbaijan, collecting responses from 400 participants.
💡
Sonuç & Katkı:This study contributes to the literature by linking brand perceptions with actual consumer behavior, offering regional insights into branding in Azerbaijan’s retail sector, and providing practical guidance for marketers seeking to craft brand strategies that resonate with local shoppers and stimulate quicker purchasing actions.
🔬Tür:Uygulamalı Anket & Alan Araştırması
📍Kapsam:Genişletilmiş Akademik Örneklem
⚙️Değişkenler:Branding impact · Consumer behavior · Purchase speed

Abstract

This study examines the influence of branding on the speed and financial scope of consumer purchasing behavior in Azerbaijan. As branding increasingly plays a central role in decision-making processes, the research analyzes how brand recognition, emotional appeal, and trust contribute to accelerating purchase decisions and expanding spending flexibility. To this end, a structured survey was conducted across 23 regions of Azerbaijan, collecting responses from 400 participants. Respondents assessed factors such as brand awareness, emotional attachment, advertising impact, social pressure, and buying behavior using a Likert scale. Descriptive and reliability analyses were carried out using SPSS-30 software. According to the survey results, the Kaiser-Meyer-Olkin (KMO) measure was calculated as 0.939, and Bartlett’s test of sphericity yielded statistically significant results (p < 0.001), indicating that the data were appropriate for factor analysis. The rotated factor analysis revealed five primary factors, which explained a substantial portion of the overall variance. Findings demonstrate that emotional aspects of branding significantly predict consumer loyalty and purchase intention, while spiritual values exert an indirect influence. The interpretations were grounded in theoretical discussions, highlighting how a strong emotional brand impact creates a compelling brand experience that enables consumer self-expression and influences purchase speed. Finally, recommendations are offered for brand managers in Azerbaijan, including the development of campaigns with high emotional appeal, emphasizing brand values, and fostering a meaningful connection with consumers. This study contributes to the literature by linking brand perceptions with actual consumer behavior, offering regional insights into branding in Azerbaijan’s retail sector, and providing practical guidance for marketers seeking to craft brand strategies that resonate with local shoppers and stimulate quicker purchasing actions.

🔖

Bu Makaleye Atıf Yap

Abedah, M. M. (2025). INFLUENCE OF BRANDING ON INCREASING SPEED AND LIMITS OF SHOPPING DYNAMICS IN AZERBAIJAN. Türkiye Mesleki ve Sosyal Bilimler Dergisi, Cilt: 7 Sayı: 19 Özel Sayı, 41–48. https://ajindex.com/articles/1067205

📄 Tam Metin PDF Okuyucu

📄

PDF görüntüleyici hazırlanıyor...

Kaynakça (20)

  1. Aaker, D. A. (1996). Building strong brands. New York, NY: Free Press.
  2. Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347–356. https://doi.org/10.1177/002224379703400304
  3. Aliyeva, G., & Hasanov, T. (2020). Brand recognition and emotional attachment in Azerbaijan: An empirical study among young consumers [Original work published in Azerbaijani]. Azerbaijan Journal of Marketing, 8(2), 55–67.
  4. Analysisinn.com. (n.d.). Retrieved June 25, 2025, from https://www.analysisinn.com
  5. Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52–68. https://doi.org/10.1509/jmkg.73.3.052
  6. Fashion and Textiles. (n.d.). Springer Open. Retrieved June 25, 2025, from https://fashionandtextiles.springeropen.com
  7. Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343–353. https://doi.org/10.1086/209515
  8. Gasimov, A. (2019). The impact of digital marketing on brand image: A study on local brands [Original work published in Azerbaijani]. Baku Journal of Business and Economics, 5(1), 23–34.
  9. Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Cengage Learning.
  10. Imanov, R. (2018). Brand loyalty and consumer behavior: An analysis of the Azerbaijani market [Original work published in Azerbaijani]. Journal of Economic and Social Sciences, 12(3), 88–102.
  11. Kapferer, J.-N. (2012). The new strategic brand management: Creating and sustaining brand equity long term (5th ed.). London: Kogan Page.
  12. Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22. https://doi.org/10.2307/1252054
  13. Keller, K. L. (2003). Strategic brand management: Building, measuring, and managing brand equity (2nd ed.). Upper Saddle River, NJ: Prentice Hall.
  14. Likert, R. (1932). A technique for the measurement of attitudes. Archives of Psychology, 140, 1–55.
  15. Maslow, A. H. (1970). Motivation and personality (2nd ed.). New York, NY: Harper & Row.
  16. Prophet. (n.d.). Brand relevance index. Retrieved June 25, 2025, from https://www.prophet.com
  17. Schmitt, B. H. (1999). Experiential marketing: How to get customers to sense, feel, think, act and relate to your company and brands. New York, NY: Free Press.
  18. Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy: The science of consumption. Cincinnati, OH: South-Western Publishing Co.
  19. Solomon, M. R. (2018). Consumer behavior: Buying, having, and being (12th ed.). Pearson.
  20. Thomson, M., MacInnis, D. J., & Park, C. W. (2005). The ties that bind: Measuring the strength of consumers’ emotional attachments to brands. Journal of Consumer Psychology, 15(1), 77–91. https://doi.org/10.1207/s15327663jcp1501_10