Türkçe ve Yabancı Dilde Marka İsmi Kullanılmasının Algılanan Kalite ve Satın Alma İsteğine Etkisi

Leyla Özer, Beyza Gülteki̇n and Sinem Aydin

Sosyoekonomi Journal, 2015, issue 23(24)

Abstract: his study examines the differences between Turkish and foreign branding in the context of the influence of brand name and price on perceived quality and the influence of perceived quality on willingness to buy. Proposed hypotheses are tested by the data collected from consumers, in Ankara. As a result, brand name and price affect perceived quality; perceived quality has an influence on willingness to buy for both types of brands. On the other hand, Turkish and foreign branding do not differ in the mentioned effects.Classification-JEL: M310.

Keywords: Brand Name; Foreign Branding; Price; Perceived Quality; Willingness to Buy. (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:sos:sosjrn:150208

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