The Effect of Consumer-Based Brand Equity on Personel Computer Purchase Intention: A Study in Antakya

Tulin Ural and H. Gül Pek ()
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H. Gül Pek: Mustafa Kemal University

Anadolu University Journal of Social Sciences, 2012, vol. 12, issue 3, 11-26

Abstract: In resent years, a brand is a powerful mean of differentiation, and that differentiation provides a significant competitive advantage for firms. Knowing how consumers assess a brand is important. For this reason, we need to determine the factors which affect to consumer-based brand equity. In this study, the relationships among brand awareness, perceived quality, brand image, brand loyalty and consumer-based brand equity have been examined, separately. Additionally, the study is extended to investigate the relationship between consumer-based brand equity and purchase intention in the personal computer sector. The research setting is Hatay-Antakya-Turkey. The data used in this study drawn from consumers using personal computer and living in centre of Antakya. Because of not available to receive all of the consumers in the population, convenience sampling has been used. The sample consists of 389 persons. The findings show that there are positive relationships among consumer-based brand equity in the personal computer sector and brand awareness, perceived quality, brand image, brand loyalty, separately. Consumer-based brand equity also influences positively to consumer’s purchase intention. It’s also noted that there are positive relationships among brand loyalty and brand awareness, brand image, consumer education level, consumer’s gender.

Keywords: Consumer-Based Brand Equity; Brand Awareness; Perceived Quality; Brand İmage; Brand Loyalty. (search for similar items in EconPapers)
JEL-codes: M30 (search for similar items in EconPapers)
Date: 2012
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