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The Effect of Consumer-Based Brand Equity on Personel Computer Purchase Intention: A Study in Antakya


  • Tulin Ural
  • H. Gül Pek

    () (Mustafa Kemal University
    Mustafa Kemal University)


In resent years, a brand is a powerful mean of differentiation, and that differentiation provides a significant competitive advantage for firms. Knowing how consumers assess a brand is important. For this reason, we need to determine the factors which affect to consumer-based brand equity. In this study, the relationships among brand awareness, perceived quality, brand image, brand loyalty and consumer-based brand equity have been examined, separately. Additionally, the study is extended to investigate the relationship between consumer-based brand equity and purchase intention in the personal computer sector. The research setting is Hatay-Antakya-Turkey. The data used in this study drawn from consumers using personal computer and living in centre of Antakya. Because of not available to receive all of the consumers in the population, convenience sampling has been used. The sample consists of 389 persons. The findings show that there are positive relationships among consumer-based brand equity in the personal computer sector and brand awareness, perceived quality, brand image, brand loyalty, separately. Consumer-based brand equity also influences positively to consumer’s purchase intention. It’s also noted that there are positive relationships among brand loyalty and brand awareness, brand image, consumer education level, consumer’s gender.

Suggested Citation

  • Tulin Ural & H. Gül Pek, 2012. "The Effect of Consumer-Based Brand Equity on Personel Computer Purchase Intention: A Study in Antakya," Anadolu University Journal of Social Sciences, Anadolu University, vol. 12(3), pages 11-26, September.
  • Handle: RePEc:and:journl:v:12:y:2012:i:3:p:11-26

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    References listed on IDEAS

    1. Masako Ueda, 2004. "Banks versus Venture Capital: Project Evaluation, Screening, and Expropriation," Journal of Finance, American Finance Association, vol. 59(2), pages 601-621, April.
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    3. van Pottelsberghe de la Potterie, Bruno & Romain, Astrid, 2004. "The Determinants of Venture Capital: Additional Evidence," Discussion Paper Series 1: Economic Studies 2004,19, Deutsche Bundesbank.
    4. Schertler, Andrea, 2003. "Driving Forces of Venture Capital Investments in Europe: A Dynamic Panel Data Analysis," Kiel Working Papers 1172, Kiel Institute for the World Economy (IfW).
    5. Andrea Schertler, 2007. "Knowledge Capital and Venture Capital Investments: New Evidence from European Panel Data," German Economic Review, Verein für Socialpolitik, vol. 8, pages 64-88, January.
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    More about this item


    Consumer-Based Brand Equity; Brand Awareness; Perceived Quality; Brand İmage; Brand Loyalty.;

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General


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