Brand Commitmentas Acomponentofbrand Equity- Aresearch Concerning Coke
Brand equity is affected by many factors such as brand commitment, brand awareness, perceived quality and brand association. One of them brand royalty is important component of brand equity. In this research, it was investigated consumersâ€™ brand preferences, brand royalty level and brand commitment factors on brands on coke product placed beverage sector. Asurvey carried out on 500 students at Dumlupinar University Economics and Administrative Sciences Faculty. The participants of this study were selected by stratified sampling from 4725 students. In this study, descriptive and correlational methods was used. Data were collected by a questionnaire including 31 items were analyzed at the SPSS 10.0 and the findings illustrated in frequency and cross tables. It is appeared that anational brand (Cola Turka) which introduced to the market recently shows important performance against the global coke brands (Coca Cola and Pepsi Coke). According to the findings, Cola Turkaâ€™s brand royalty level higher than the others. The results show that Cola Turka consumersâ€™ main preference to choose brand is different from the others. However, it is required to be measured brand royalty level by observing development of this brandâ€™s which introduced to the market recenlty.
Volume (Year): 7 (2007)
Issue (Month): 2 (December)
|Contact details of provider:|| Postal: Yunus Emre Kampusu 26470, Eskişehir|
Phone: (90) (222) 335-0580 x 2743
Fax: (90) (222) 320-1304
Web page: http://www.anadolu.edu.tr/akademik/birim/genelBilgi/205/3429/1
More information through EDIRC
When requesting a correction, please mention this item's handle: RePEc:and:journl:v:7:y:2007:i:2:p:205-226. 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)
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.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with 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 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.