publication . Article . 2017

Consumers brand equity perceptions of traditıonal and non-traditional brands

Ozlem Catli; Aysegul Ermec Sertoglu; Husniye Ors;
Open Access
  • Published: 30 Jun 2017
  • Publisher: PressAcademia
Abstract
This study aims to compare consumers' brand perception of traditional brands with brand perceptions of non-traditional brands. Consumers living in Ankara constitute the universe of work, and data were gathered in a face-to-face interview using the survey method. the demographic characteristics of the participants was prepared with the aim of evaluating and comparing one traditional brand and one non traditional brand of brand equity related to the brand equity by the participants. According to the results of the study, the brand  equity perceptions of the traditional brands were found to be higher than the brand perceptions of the non-traditional brands. It has ...
Subjects
free text keywords: Traditional brand,brand equity,association,awareness,loyalty,perceived quality, Loyalty, media_common.quotation_subject, media_common, Brand management, business.industry, business, Survey methodology, Brand extension, Brand awareness, Brand equity, Equity (finance), Marketing, Perception
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publication . Article . 2017

Consumers brand equity perceptions of traditıonal and non-traditional brands

Ozlem Catli; Aysegul Ermec Sertoglu; Husniye Ors;