STRATEGIC BRAND MANAGEMENT IN DOMESTIC AND FOREIGN PRODUCTS OFFERED IN TURKISH MARKET AND COMPARISON OF BRAND EQUITY

Ipek Savasci
Additional contact information
Ipek Savasci: Department of Business Administration, Ege University, Faculty of Economics and Administrative Sciences, 3540, Bornova, Izmir, Turkey

Chapter 18 in Marketing and Management Sciences, 2010, pp 96-100 from World Scientific Publishing Co. Pte. Ltd.

Abstract: AbstractBranding plays an important role in contemporary marketing and branding strategies, as the key role in the marketing mix, are viewed as a powerful tool to obtain sustainable competitive advantages. This study explores strategic brand management activities of firms on domestic and foreign products and to compare brand equities in the Turkish market and a conceptual framework in which marketing elements are related to the dimensions of brand equity. These dimensions are then related to brand equity. The research results indicate that different marketing mix elements and brand equity dimensions affect the creation of brand equity with different levels of intensity. This study is the first time in Turkish market, which the domestic and foreign firms of the white good sector studied in a comparison way to figure out how the firms create brand equity by their brand policies and how the consumers perceive it.

Keywords: Management, Organizational Behavior, Marketing; Negotiation, Dynamic Models, International Business, Strategic Business, Human Resource, (search for similar items in EconPapers)
JEL-codes: O30 (search for similar items in EconPapers)
Date: 2010
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.worldscientific.com/doi/pdf/10.1142/9781848165106_0018 (application/pdf)
https://www.worldscientific.com/doi/abs/10.1142/9781848165106_0018 (text/html)
Ebook Access is available upon purchase.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:wsi:wschap:9781848165106_0018

Ordering information: This item can be ordered from

Access Statistics for this chapter

More chapters in World Scientific Book Chapters from World Scientific Publishing Co. Pte. Ltd.
Bibliographic data for series maintained by Tai Tone Lim ().