IDEAS home Printed from https://ideas.repec.org/a/and/journl/v12y2012i3p11-26.html
   My bibliography  Save this article

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

Author

Listed:
  • Tulin Ural
  • H. Gül Pek

    () (Mustafa Kemal University
    Mustafa Kemal University)

Abstract

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
    as

    Download full text from publisher

    File URL: http://www.anadolu.edu.tr/arastirma/hakemli_dergiler/sosyal_bilimler/pdf/2012_3/2012-03-02.pdf
    Download Restriction: no

    More about this item

    Keywords

    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

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:and:journl:v:12:y:2012:i:3:p:11-26. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Social Sciences Institute). General contact details of provider: http://edirc.repec.org/data/iianatr.html .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.