THE ANALYSIS OF CONSUMER BASED BRAND EQUITY PERCEPTIONS ON THE BASE OF GSM OPERATORS: EXAMPLE OF VAN YUZUNCU YIL UNIVERSITY

The concepts of brand and brand equity have become concepts importance of which has been increasing day by day in today's changing and developing marketing conditions. Emerging to distinguish similar products and explained with any sign, term, symbol or some different forms, the concept of bran...

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Autores principales:	Yusuf Cahit ÇUKACI, Ayda GÖK, Bulut DÜLEK
Formato:	article
Lenguaje:	DE EN FR TR
Publicado:	Fırat University 2019
Materias:	brand equity, consumer based brand equity, perceived quality, brand awareness, gsm operators Social Sciences H Social sciences (General) H1-99
Acceso en línea:	https://doaj.org/article/ee0d33c9e7d7420a9944bcf52604dda4
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spelling	oai:doaj.org-article:ee0d33c9e7d7420a9944bcf52604dda42021-11-24T09:20:53ZTHE ANALYSIS OF CONSUMER BASED BRAND EQUITY PERCEPTIONS ON THE BASE OF GSM OPERATORS: EXAMPLE OF VAN YUZUNCU YIL UNIVERSITY2148-416310.9761/JASSS3068https://doaj.org/article/ee0d33c9e7d7420a9944bcf52604dda42019-08-01T00:00:00Zhttps://jasstudies.com/index.jsp?mod=tammetin&makaleadi=1105775409_7-Yrd.%20Do%C3%A7.%20Dr.%20Ayda%20G%C3%96K.pdf&key=27601https://doaj.org/toc/2148-4163The concepts of brand and brand equity have become concepts importance of which has been increasing day by day in today's changing and developing marketing conditions. Emerging to distinguish similar products and explained with any sign, term, symbol or some different forms, the concept of brand has much wider meaning now and became a means of expressing identity and value. The concept of brand equity which brand owns independent from the products has become one of the most discussed concepts for both financial point and value added that it provides to the consumer. The concept of consumer-based brand equity which is the main subject of this study began to take place in literature especially in the 1980s and later. This concept that is shortly defined as the equity consumers attributed to the brand consists of such components as brand awareness, brand loyalty, brand association and perceived quality. The main purpose of this study is to handle and measure brand equity with the consumer-based perspective. Within formed formats based on the consumer based brand equity model developed by David Aaker (1991) and Kevin Kane Keller (1993), it is aimed to fix brand equity perception of the University youth on the GSM operators that they use. Within this aim, a research was carried out by using survey method on 675 students studying at the Yuzuncu Yıl University.Yusuf Cahit ÇUKACIAyda GÖKBulut DÜLEKFırat Universityarticlebrand equity, consumerbased brand equity, perceived quality, brand awareness, gsm operatorsSocial SciencesHSocial sciences (General)H1-99DEENFRTRJournal of Academic Social Science Studies , Vol 8, Iss 39, Pp 89-107 (2019)
institution	DOAJ
collection	DOAJ
language	DE EN FR TR
topic	brand equity, consumer based brand equity, perceived quality, brand awareness, gsm operators Social Sciences H Social sciences (General) H1-99
spellingShingle	brand equity, consumer based brand equity, perceived quality, brand awareness, gsm operators Social Sciences H Social sciences (General) H1-99 Yusuf Cahit ÇUKACI Ayda GÖK Bulut DÜLEK THE ANALYSIS OF CONSUMER BASED BRAND EQUITY PERCEPTIONS ON THE BASE OF GSM OPERATORS: EXAMPLE OF VAN YUZUNCU YIL UNIVERSITY
description	The concepts of brand and brand equity have become concepts importance of which has been increasing day by day in today's changing and developing marketing conditions. Emerging to distinguish similar products and explained with any sign, term, symbol or some different forms, the concept of brand has much wider meaning now and became a means of expressing identity and value. The concept of brand equity which brand owns independent from the products has become one of the most discussed concepts for both financial point and value added that it provides to the consumer. The concept of consumer-based brand equity which is the main subject of this study began to take place in literature especially in the 1980s and later. This concept that is shortly defined as the equity consumers attributed to the brand consists of such components as brand awareness, brand loyalty, brand association and perceived quality. The main purpose of this study is to handle and measure brand equity with the consumer-based perspective. Within formed formats based on the consumer based brand equity model developed by David Aaker (1991) and Kevin Kane Keller (1993), it is aimed to fix brand equity perception of the University youth on the GSM operators that they use. Within this aim, a research was carried out by using survey method on 675 students studying at the Yuzuncu Yıl University.
format	article
author	Yusuf Cahit ÇUKACI Ayda GÖK Bulut DÜLEK
author_facet	Yusuf Cahit ÇUKACI Ayda GÖK Bulut DÜLEK
author_sort	Yusuf Cahit ÇUKACI
title	THE ANALYSIS OF CONSUMER BASED BRAND EQUITY PERCEPTIONS ON THE BASE OF GSM OPERATORS: EXAMPLE OF VAN YUZUNCU YIL UNIVERSITY
title_short	THE ANALYSIS OF CONSUMER BASED BRAND EQUITY PERCEPTIONS ON THE BASE OF GSM OPERATORS: EXAMPLE OF VAN YUZUNCU YIL UNIVERSITY
title_full	THE ANALYSIS OF CONSUMER BASED BRAND EQUITY PERCEPTIONS ON THE BASE OF GSM OPERATORS: EXAMPLE OF VAN YUZUNCU YIL UNIVERSITY
title_fullStr	THE ANALYSIS OF CONSUMER BASED BRAND EQUITY PERCEPTIONS ON THE BASE OF GSM OPERATORS: EXAMPLE OF VAN YUZUNCU YIL UNIVERSITY
title_full_unstemmed	THE ANALYSIS OF CONSUMER BASED BRAND EQUITY PERCEPTIONS ON THE BASE OF GSM OPERATORS: EXAMPLE OF VAN YUZUNCU YIL UNIVERSITY
title_sort	analysis of consumer based brand equity perceptions on the base of gsm operators: example of van yuzuncu yil university
publisher	Fırat University
publishDate	2019
url	https://doaj.org/article/ee0d33c9e7d7420a9944bcf52604dda4
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THE ANALYSIS OF CONSUMER BASED BRAND EQUITY PERCEPTIONS ON THE BASE OF GSM OPERATORS: EXAMPLE OF VAN YUZUNCU YIL UNIVERSITY

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