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The Effect of Hedonistic and Utilitarian Consumer Behavior on Brand Equity: Turkey – UK Comparison on Coca Cola

27 citations0/0 files storedProcedia - Social and Behavioral Sciences

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Consumer Behavior and Marketing Influence

Abstract

Consumer behavior, divided into utilitarian and hedonistic factors, forms the basis of many studies looking at the concept of brand equity and its dimensions. Based on a comparison between Turkey and UK respondents, this study focuses on the idea that the brand equity significantly differs according to the consumption types which, in turn, are affected by the brand equity dimensions. The survey for this study is conducted on 218 consumers over both countries between February and March 2014. The data obtained are analyzed through the SPSS statistical program. The results show that the utilitarian consumer behavior has the highest effect on the brand equity for Coca Cola; and the perceived quality, which is found to be the significant for the Turkey respondents, is the most important determinant for both variables.

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References

1985A Conceptual Model of Service Quality and Its Implications for Future Research 1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1997An Examination of the Nature of Trust in Buyer-Seller Relationships 2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty 1994Customer Loyalty: Toward an Integrated Conceptual Framework 1994Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value 1982Hedonic Consumption: Emerging Concepts, Methods and Propositions

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