Analyzing the Brand Equity of Turkish Airlines Services: Comparing the Japanese and Turkish Perspectives

Uslu, Aypar; Durmuş, Beril; Kolivar, Berna Kobak

doi:10.1016/j.sbspro.2013.10.513

Cited by 19 publications

(13 citation statements)

References 15 publications

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“…Therefore, the final number of questionnaires included was 300. (Uslu et al, 2013) Brand Association -I trust the company who owns this particular brand.…”

Section: Instrument Developmentmentioning

confidence: 99%

Influence of Social Media Content on Consumer Purchase Intention: Mediation Effect of Brand Equity

Poturak

Softic

2019

EJBE

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Social media is forming an increasingly central part of how companies communicate their marketing strategies to their customers. This study aims to provide an empirical analysis of the impact social media communication has on brand equity and purchase intention using linear regression. Before conducting the analysis, a systematic literature review has been carried out in order to understand how the dimensions of social media create word of mouth i.e. electronic word of mouth (e-WOM) on social media platforms and how this e-WOM further influences brand equity and customers' purchase intention of domestic brands in Bosnia and Herzegovina. 300 data sets were collected through a standardized online survey and analyzed in SPSS with the conclusion that all the constructs identified in this research have a significantly high correlation and impact on a customer's decision to buy a domestic product The results of the empirical study showed that both firmcreated and user-generated social media communication influence brand equity which creates of a fully mediated effect between e-WOM and the purchase intention.

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“…Therefore, the final number of questionnaires included was 300. (Uslu et al, 2013) Brand Association -I trust the company who owns this particular brand.…”

Section: Instrument Developmentmentioning

confidence: 99%

Influence of Social Media Content on Consumer Purchase Intention: Mediation Effect of Brand Equity

Poturak

Softic

2019

EJBE

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“…The relative importance of brand recall and recognition depends on the extent to which consumers make decisions in and/or outside the store, among other factors (Battistoni and Colladon, 2013;Bettman 1979;Biel, 1992;Rossiter and Percy, 1987). Brand awareness contributes to brand equity for experienced customers, but not to the same degree (Prasad and Dev, 2000;Uslu, Durmuş, and Kolivar, 2013). Very simply, brand recognition is the process through which consumers correctly distinguish the brand as having been seen or heard, and brand recall requires that customers correctly generate the brand from memory.…”

Section: Brand Awareness and Imagementioning

confidence: 99%

Customer-Based Brand Equity: The Evidence from China

Lin

Huang

Lin

2015

CMR

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Branding is one of the most dominant trends in the global hotel industry. This research aims to focus on customer-based brand equity, and examines whether brand equity influences customers' repurchase intention in the hotel industry in Zhuhai, China. A sample of 193 valid responses was received through face-to-face surveys of customers who had experienced staying in high-star hotels. The results of the survey were analysed using a linear regression model, and the preliminary results indicate that there was a positive and meaningful relationship between brand equity and repurchase intention. Furthermore, this research contributes both applied and theoretical outcomes with empirical evidence. The paper also outlines the limitations and directions for future research.

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“…Aaker's CBBE model consists of five components, viz., brand loyalty, brand awareness, perceived brand quality, brand association, and proprietary assets (Aaker, 1991). Aaker's CBBE model is the most common model used for measuring the efficiency of destination brand (Boo, 2006) and can be found in many contexts of research, such as tourist attraction (Boo et al, 2009;Kladou & Kehagias, 2014;Konecnik & Gartner, 2007), restaurant business (Kim & Kim , 2004), residential business (Kayaman & Arasli, 2007;Kim & Kim, 2005;Prasad & Dev, 2000;Xu & Chan, 2010), meetings (Lee & Back, 2008), traditional festivals (Kim, Kim, Ruetzler, & Taylor, 2010;Lin, 2011;Manthiou, Kang & Schrier, 2014), and airline business (Uslu, Durmuş & Kolivar, 2013). According to the aforesaid research, CBBE model not only plays a key role in measuring the tangible brand efficiency but also shows its acceptability and reliability (Boo, 2006;Konecnik & Gartner, 2007).…”

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confidence: 99%

An Analysis of Brand Equity Components in the Context of Cultural Festivals

Seehanam¹,

Akkaranggoon²,

Ungpannsattawung³

2018

Mediterranean Journal of Social Sciences

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The objectives of this research are 1) to examine the tourist-based brand equity (TBBE) model for cultural festivals; 2) to analyze the components of brand equity in Loy Krathong Light and Candles Festival at Sukhothai Historical Park in Thailand. In order to verify the validity of the brand equity model for cultural festivals, the conceptual framework of this research was based on the concept of consumer- based brand equity model, namely, brand awareness, brand quality, brand association, brand image, brand loyalty, and brand experience. Questionnaires were used to collect data from 328 Thai tourists, and were analyzed by using the structural equation model. The results showed the correlation between the TBBE model and the empirical data with the significant level of 95. That is to say, brand awareness (BA) has a direct influence on brand quality (BQ) and brand association (BAS). Brand quality (BQ) has a direct influence on brand experience (BEx), and brand experience (BEx) has a direct influence on brand loyalty (BL). This research also found that brand experience (BEx) has an influence on the structure of brand equity for cultural festivals.

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Analyzing the Brand Equity of Turkish Airlines Services: Comparing the Japanese and Turkish Perspectives

Cited by 19 publications

References 15 publications

Influence of Social Media Content on Consumer Purchase Intention: Mediation Effect of Brand Equity

Influence of Social Media Content on Consumer Purchase Intention: Mediation Effect of Brand Equity

Customer-Based Brand Equity: The Evidence from China

An Analysis of Brand Equity Components in the Context of Cultural Festivals

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