Comparison of Young Consumers Brand Equity Perceptions for Traditional and Non-Traditional Brands Across Various Product Categories

Abstract

Purpose -This study aims to compare consumers' brand perception of traditional and non-traditional brands. Methodology -Consumers who live in Ankara constitute the universe of the study. The data were collected using the face-to-face survey method. The questionnaire contains statements measuring brand value of both traditional and non-traditional brands for soup and sport shoes . Findings-According to the results obtained in the study, brand perceptions of traditional brands were found higher than those of nontraditional brands. Conclusion-The study revealed that there was a meaningful difference between consumers' brand perceptions of traditional and nontraditional brands, and that this difference was in favor of traditional brands