Turkish Consumers’ Risk Perception towards Global Computer Brands

Apaydin, Fahri; Köksal, Mehmet Emir

doi:10.5539/ijms.v3n3p165

Cited by 5 publications

(2 citation statements)

References 29 publications

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“…Many target customers look at a brand that totally joins a variety of values and specific practices. This happens because customers' purchase intention is frequently related to their attitudes and lifestyle (Apaydin & Köksal, 2011). In this sense, the brand continues to be a potential differentiation alternative according to the features of the market it acts and its positioning facing the competitors.…”

Section: Introductionmentioning

confidence: 99%

Brand Loyalty Determinants in the Context of a Soft Drink Brand

Fortes¹,

Milan

Eberle

et al. 2019

RAM, Rev. Adm. Mackenzie

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Purpose: Developing and keeping customers’ loyalty in relation to the brand is a strategic requisite for well-succeeded business. Thus, our main purpose was to develop and validate a theoretical model concerning customers brand loyalty. Originality/value: We explored perceived quality, brand awareness, brand personality, and brand love as brand loyalty determinants. In this sense, the focus of this study was to analyze the impact of some brand loyalty determinant constructs. Design/methodology/approach: The study was implemented by means of a survey, applied to 284 customers of a soft drink brand from Northeast Brazil that was acquired by one of the biggest soft drink producers in the world. Data were analyzed through multivariate statistics and applying structural equation modeling technic. Findings: It was possible to evidence that there is a positive relation between the constructs brand awareness and perceived quality and positive influence of brand personality over brand awareness, as well as perceived quality over brand love. Also, evidence showed that brand love influences brand loyalty and that consumption level is a meaningful moderator of this relation.

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Section: Introductionmentioning

confidence: 99%

Brand Loyalty Determinants in the Context of a Soft Drink Brand

Fortes¹,

Milan

Eberle

et al. 2019

RAM, Rev. Adm. Mackenzie

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“…Kapferer (2003, p. 355) afirma que "la legítima voluntad de la globalización no puede olvidar las realidades de las diferentes culturas y de su percepción". Así, se añaden a esta perspectiva más características; por tanto, una marca global es constituida por su amplia disponibilidad internacional, reconocimiento y no solamente por su estandarización (Apaydin & Köksal, 2011).…”

Section: Marcas Globalesunclassified

Marcas globales: una breve revisión

Merino¹,

Santos²

2014

JOB

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La globalización de los mercados ha colocado a las marcas globales como actores centrales en los ámbitos económico, cultural y psicológico; la evidencia está en todas partes (Özsomer, Batra, Chattopadhyay & Hofstede, 2012). Por tanto, muchas empresas multinacionales están alterando sus portafolios de marcas a favor de marcas globales (Özsomer et al., 2012; Steenkamp, Batra & Alden, 2003). Así, el presente ensayo tiene como objetivo analizar los conceptos y líneas de investigación relacionados al constructo de marcas globales. El trabajo busca entender la definición desde distintas perspectivas de lo que significa marcas globales; para posteriormente, analizar brevemente las líneas de investigación del global branding. Finalmente, consideraciones finales son discutidas.

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Moderating Effects of Sales Promotion Types

Santini

Sampaio

Perin

et al. 2015

BAR, Braz. Adm. Rev.

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This paper aims to analyze the influence sales promotion types have on the relationship between perception of financial risk and perception of utilitarian and hedonic value on consumer purchase intentions. To this end, an experiment was conducted involving 589 participants divided into two groups defined by distinct scenarios in which the sales promotion type (monetary vs. non-monetary) was manipulated. The working hypotheses predicted a direct and positive relationship between the perception of (hedonic and utilitarian) consumption value and purchase intention for a promoted product and a negative relationship between the perception of consumption value and the perception of financial risk. In addition, it was supposed that the sales promotion type would moderate these direct relationships and that a monetary promotion would have a stronger effect on the relationship between purchase intention and perceived product utility, whereas a non-monetary promotion would have a stronger effect on the other relationships (hedonic value and financial risk perceptions). Analysis of the outcomes supported the proposed hypotheses.

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Turkish Consumers’ Risk Perception towards Global Computer Brands

Cited by 5 publications

References 29 publications

Brand Loyalty Determinants in the Context of a Soft Drink Brand

Brand Loyalty Determinants in the Context of a Soft Drink Brand

Marcas globales: una breve revisión

Moderating Effects of Sales Promotion Types

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