EXAMINING CONSUMERS’ EVALUATIONS OF THE BRANDS’ FUNCTIONAL, SYMBOLIC, AND EXPERIENTIAL BENEFITS

Mutlu Uygun and Eyup Akin ()
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Eyup Akin: Aksaray University

Anadolu University Journal of Social Sciences, 2012, vol. 12, issue 2, 107-122

Abstract: This research is conducted to determine whether the products’ and the brands’ functional, symbolic and experiential benefit dimensions differentiate in terms of consumers’ evaluation or not. Analysis of the data gathered by an appropriate scale from a sample which is consisted of Aksaray University students, indicated that the consumers’ brand and product evaluations differentiate in terms of benefit dimensions. Through the results it is not only provided clues both to the literature and to enterprises or brand managers, but also led to develop various proposals.

Keywords: “Brand Management”; “Functional Product / Brand Benefit”; “Symbolic Product / Brand Benefit”; “Experiential Product / Brand Benefit” (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:and:journl:v:12:y:2012:i:2:p:107-122

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