The Effect of Brand Value on Consumers' Purchasing Decisions: An Application in Turkey

Serife Keskin and Yakup Durmaz
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Serife Keskin: Hasan Kalyoncu University Mater Student, Turkey
Yakup Durmaz: Department of Marketing, Hasan kalyoncu University, Faculty of Economics Administrative, Sahinbey-Gaziantep,Turkey

Business, Management and Economics Research, 2021, vol. 7, issue 3, 79-92

Abstract: The purpose of this research is to determine the relationship between the purchasing decisions of consumers and their brand values depending on the factors that affect their wishes, desires, and needs while purchasing a product. Another purpose of the study is to determine whether the demographics of the participants change the opinions of the participants on purchasing decisions and brand values. In order to collect data 5-Point Likert type Consumer Decision-Making, Brand Loyalty, Perceived Quality, Brand Awareness and Brand Connotations Scales consisting of 22 questions, and 9 dimensions in addition to the Brand Value Scale including 19 items and 4 sub-dimensions were conducted on 400 consumers living in the Diyarbak?r province of Turkey. The research is important both for consumers and businesses in terms of explaining how consumers are affected by brand value and make their consumption decisions.

Keywords: Brand; Brand value; Consumer buying decisions. (search for similar items in EconPapers)
Date: 2021
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