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Examining Consumers’ Evaluations Of The Brands’ Functional, Symbolic, And Experiential Benefits

Author

Listed:
  • Mutlu Uygun
  • Eyup Akin

    (Aksaray University
    Aksaray University)

Abstract

This research is conducted to determine whether the products’ and the brands’ functional, symbolic and experiential benefit dimensions differentiate in terms of consumers’ evaluation or not. Analysis of the data gathered by an appropriate scale from a sample which is consisted of Aksaray University students, indicated that the consumers’ brand and product evaluations differentiate in terms of benefit dimensions. Through the results it is not only provided clues both to the literature and to enterprises or brand managers, but also led to develop various proposals.

Suggested Citation

  • Mutlu Uygun & Eyup Akin, 2012. "Examining Consumers’ Evaluations Of The Brands’ Functional, Symbolic, And Experiential Benefits," Anadolu University Journal of Social Sciences, Anadolu University, vol. 12(2), pages 107-122, June.
    • Handle: RePEc:and:journl:v:12:y:2012:i:2:p:107-122
    as

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    File URL: http://www.anadolu.edu.tr/arastirma/hakemli_dergiler/sosyal_bilimler/pdf/2012_2/2012-02-08.pdf
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    More about this item

    Keywords

    “Brand Management”; “Functional Product / Brand Benefit”; “Symbolic Product / Brand Benefit”; “Experiential Product / Brand Benefit”;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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