CONSUMERS’ BRAND EQUITY PERCEPTIONS OF TRADITIONAL AND NON-TRADITIONAL BRANDS

Authors : Ozlem Catli, Aysegul Ermec Sertoglu, Husniye ORS

Pages : 290-301

Doi:10.17261/Pressacademia.2017.414

View : 16 | Download : 13

Publication Date : 2017-06-30

Article Type : Research Paper

Abstract :This study aims to compare consumers` brand perception of traditional brands with brand perceptions of non-traditional brands.   Consumers living in Ankara constitute the universe of work, and data were gathered in a face-to-face interview using the survey method. the demographic characteristics of the participants was prepared with the aim of evaluating and comparing one traditional brand and one non traditional brand of brand equity related to the brand equity by the participants. According to the results of the study, the brand  equity perceptions of the traditional brands were found to be higher than the brand perceptions of the non-traditional brands. It has been found that there is a difference between perceptions of brand equity related to traditional and non-traditional brands, and that this difference is in favor of traditional brands.   
Keywords : Traditional brand, brand equity, association, awareness, loyalty, perceived quality