Articlebronze2011

The Effect Of Brand Associations: A Field Study On Turkish Consumers

Elif Akagün Ergin · B. Handan Özdemir · Bülent Özsaçmacı

7 citations0/0 files storedInternational Business & Economics Research Journal (IBER)

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

Abstract

Over the last decades, companies have significantly increased their investments in the creation and development of brands. The brand creates value for both the consumers and the company. Consumers brand associations are a key element in brand management. Managers are interested in both the intensity and the strength of brand associations. This paper studies whether different types of brand associations have an impact on the purchasing decisions of consumers. This study was carried out at six of the biggest shopping malls in Ankara, Turkey with the participation of 601 consumers between the ages of 15-35.

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1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1983Architecture of Cognition 1995Building Strong Brands 1987Dimensions of Consumer Expertise 1991Managing Brand Equity 1996‘Building Strong Brands’1992The Effects of Sequential Introduction of Brand Extensions 1992The Value of Brand Equity

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