WHAT FACTORS MATTER TO BRAND RELEVANCE IN CATEGORY? AN EMPIRICAL STUDY IN TURKEY

In this study, antecedents of brand relevance in category are examined and the impact powers of these antecedents are analyzed. In this empirical research, data about brand relevance values in terms of mobile phone and casual clothes products are collected from undergraduate students studying in a public university in Turkey. Data of the study are collected through a face to face questionnaire and analyzed by using multi-linear regression method. According to the findings, the most powerful antecedent of brand relevance is risk reduction. Information gathering cost and social-identity are the following antecedents. While self-identity is the weakest antecedent for mobile phone, it doesn’t affect brand relevance in terms of casual clothes. On the other hand, brand relevance value of mobile phone is higher than the casual clothes. This paper shows that social-identity and self-identity may affect brand relevance separately for specific product types in consumer market.

ÜRÜN BAZINDA MARKA BAĞINTISINI ETKİLEYEN ETMENLER NELERDİR? TÜRKİYE’DE GÖRGÜL BİR ÇALIŞMA

Bu çalışmada ürün bazında marka bağıntısının öncülleri ve bu öncüllerin etki güçleri incelenmiştir. Yapılan ampirik araştırmada cep telefonu ve gündelik kıyafet ürünlerine ait marka bağıntısı değerleri için Türkiye’deki bir devlet üniversitesinde okuyan öğrencilerden veri toplanmıştır. Çalışmanın verileri soru kağıdı ile yüzyüze toplanmış, çoklu doğrusal regresyon yöntemi kullanılarak analiz edilmiştir. Bulgulara göre marka bağıntısının en güçlü öncülü risk azaltmadır. Bunu sırasıyla bilgi sağlama maliyeti ve sosyal kimlik izlemektedir. Öz kimlik işlevi ise cep telefonu için en zayıf öncül iken gündelik kıyafet için marka bağıntısını etkilememektedir. Diğer yandan, cep telefonu için ölçülen marka bağıntısı değeri gündelik kıyafet için bulunan değere göre daha yüksektir. Bu çalışma, tüketici pazarındaki belirli ürünler için öz kimlik ve sosyal kimlik işlevlerinin marka bağıntısını ayrı ayrı etkileyebileceğini göstermektedir.

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