Analysis of The Factors Affecting The Consumers' Preferences as for Brand Communication And Brand Equity

PİRTİNİ S., ATALIK Ö., Aygun G.

ISTANBUL UNIVERSITESI ILETISIM FAKULTESI DERGISI, sa.27, ss.125-136, 2006 (ESCI) identifier

  • Yayın Türü: Makale / Tam Makale
  • Basım Tarihi: 2006
  • Dergi Adı: ISTANBUL UNIVERSITESI ILETISIM FAKULTESI DERGISI
  • Derginin Tarandığı İndeksler: Emerging Sources Citation Index (ESCI), TR DİZİN (ULAKBİM)
  • Sayfa Sayıları: ss.125-136
  • Anahtar Kelimeler: Brand equity, brand communication, brand management
  • Anadolu Üniversitesi Adresli: Evet

Özet

The purpose of the study is to analyse the factors affecting the consumers' preferences as for brand communication and brand equity. For this purpose, the study firstly contained a literature review. According to the literature review, the brand in fact is a strategic concept adding its value in the customer's perception and is far from being just a name and symbol for the corporate. Brand creates value to the companies' for the future. Thus, brand as an intangible asset is much more valuable than company's tangible assets. As for the implication of the study, in order to determine the factors affecting the consumers in the progress of increasing the brand equity and to model these relations, a survey is carried out on the customers of airways. The sample of the survey is composed of domestic passengers that waits at the international departures of Istanbul Atatiirk Airport. Face to face interview is conducted to 478 passengers in the international departures of Istanbul Atatiirk Airport. According to the test results found statistically meaningful in the survey, the factors affecting the decision of the customers for flying with an airway are found as corporation communication, accessibility, service quality, technical capacity, informing, prestigious and facility.