Factors Affecting Brand Value in Branded Products from Brand City Elements: Example of Gümüşhane Province
Journal Title: The Journal of International Scientific Researches - Year 2017, Vol 2, Issue 8
Abstract
The aim of this study is to determine the factors affecting the brand value and the importance of these factors in the local branded products (pestil and pestil products) which are one of the factors that will make a great contribution to Gümüşhane's becoming a brand city. Especially for consumers who prefer local branded products, it is very important to determine the factors affecting the brand value and the importance of these factors, since it is a distinctive feature of the brand value concept. To be a brand city, it is necessary to pay attention to the factors that affect the brand value of the city. Because the factors that make up the brand value of the city are also the factors that reveal how the city brand is perceived by the consumers. For this purpose, the research data were obtained by applying a face to face survey of 400 people in Gümüşhane city which was determined easily by sampling method among different age, gender, education and income level consumers. The reliability of scales which are used in the survey, has been tested by Cronbach’s Alfa Method and the validity of scales has been tested by Factor Analysis. Multiple Linear Regression Analysis was used to test hypotheses determined in the direction of the generated research model. On the basis of the research, it was determined that brand sadakatin, perceived quality, brand associations and brand awareness were significant positive effects on brand value.
Authors and Affiliations
Fahrettin Pala
Keywords
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