The Effect Of Brand Associations: A Field Study On Turkish Consumers

Ergin, Elif Akagün; Özdemir, Handan; Ozsacmaci, Bulent

doi:10.19030/iber.v5i8.3499

Cited by 7 publications

(7 citation statements)

References 7 publications

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“…This association is related to the brand's node in the memory of customers in order to recall or recognize the brand under certain situations [1,5,12,13]. Furthermore, associations can be combinations of anything like a concept, feeling or personality customers infer to the brand name directly or indirectly [8].…”

Section: Literature Review Theory Of Brand Associationsmentioning

confidence: 99%

“…Managers should ensure that their brands are associated with something positive, one-of-a-kind and strong so that customers may associate positive thoughts, image [8] as well as good feelings about the brand in a given category or market [15]. By doing so, it creates a blueprint, and indelible mark in the memory of consumers.…”

Section: Literature Review Theory Of Brand Associationsmentioning

confidence: 99%

“…Studies indicated that these set of associations constitute a fundamental basis in building strong brand awareness as "top of mind", and a source of company's 'brand mantra' for effective brand positioning [10,16]. Successful brand associations are the reasons behind customers' trust and behavioral intention to purchase a brand [14,17], and useful criteria in consumer repurchase decision making [8].…”

Section: Literature Review Theory Of Brand Associationsmentioning

confidence: 99%

“…However, the researches [8,9] confirmed that there is a relationship between brand association and consumer behavior. These studies focused mainly on brand associations relevant to specific tangible products.…”

mentioning

confidence: 99%

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Consumer-Band Association: Determinants of Consumer Bank Switching Intention, Case of the Gambia Retail Banking Sector

Ceesay¹

2017

J Bus Fin Aff

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integrate and manage all the brand touch points in order to ensure that consumers and other relevant parties develop positive associations with the brand [5,7].Despite the significance of brand associations, especially in banking industry, there is limited empirical study that researches on the premise of this area -brand association and customer switching intentions -thus, leaving the field yet to be fully explored. However, the researches [8,9] confirmed that there is a relationship between brand association and consumer behavior. These studies focused mainly on brand associations relevant to specific tangible products. According to Keller [5] brand associations are customer specific and thus vary across markets and brands. Also, a specific set of associations used in a given setting may not justify the same degree of influence and relevance to other markets and product category [4,10,11].The subject of branding financial services requires further empirical studies in order to explore what sort of information they transfer to brands, and how this knowledge influence switching intention of consumers of a bank. In order to fulfill these gaps, this research seeks to answer the problematic question -Consumer-brand association: determinants of consumer bank switching intention, case of retail banking sector of The Gambia? In order to provide answers to the research problem, the following objectives will guide the entire research:• To analyze the theory of consumer-brand associations.• To analyze brand switching behavior and consumer switching intention.• To analyze specifics of brand switching in financial services.• To analyze determinants of consumer switching behavior.Keywords: Brand associations; Trust; Pricing; Celebrity endorsement; Switching intention IntroductionBranding is attracting growing interest as a result of the important role it plays in global trade. Notable authorities of brand of management have confirmed that branding is a source of competitive advantage, means for distinctiveness [1,2] and a tool for building longterm profitable relation between the organization and its stakeholders [3]. While significant studies concentrated on product branding due to its tangibility attributes, researchers and practitioners are diversifying attention toward exploring the potentials of service branding. Today's global business operation is predominantly services-centered and thus requires the need to communicate with stakeholders through service brand offerings. This trend has taken a serious attention shift within the financial institutions in today's dynamic marketplace.Branding in the financial institutions is one that requires relationship, trust and credence building [4], hence branding is critical in customers' choice of bank selection. Branding has become a strategic issue rather than just an operational activity in service-oriented businesses. According to Keller [5], one of the challenges in marketing services is that they are less tangible than physical products, and are more likely to vary in qual...

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Section: Literature Review Theory Of Brand Associationsmentioning

confidence: 99%

Section: Literature Review Theory Of Brand Associationsmentioning

confidence: 99%

Section: Literature Review Theory Of Brand Associationsmentioning

confidence: 99%

mentioning

confidence: 99%

See 2 more Smart Citations

Consumer-Band Association: Determinants of Consumer Bank Switching Intention, Case of the Gambia Retail Banking Sector

Ceesay¹

2017

J Bus Fin Aff

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“…Benefits are the personal value consumers attach to the brands' attributes, that is, what consumers think the brand can do for them. Brand attitudes are consumers' overall evaluations of a brand (Del Rio et al, 2001;Ergin et al, 2011). The comparison of elements of brand value within the selected national socio-cultural profile across product categories in specific literature is still absent.…”

Section: Literature Reviewmentioning

confidence: 99%

Specifics in Brand Value Sources of Customers in the Banking Industry from the Psychographic Point of View

Gajanova¹,

Nadányiová²,

Lăzăroiu³

2020

CEBR

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Financial institutions have not paid much attention to customers in the past. In the Slovak republic, this approach has changed only since the late 1990s. Banks have recognized that understanding the customer and its behaviour is key to their success. This contribution aims to answer the research question of whether there are different segments of customers (generations) that would differ in the level of perception of the bank's brand subconsciously. The data used in the presented study was obtained by our survey carried out by a sample size of 2000 respondents (Slovak citizens older than 15 years of age). The given data has been statistically evaluated by testing hypotheses and the factor analysis supported by the implementation of the Kaiser-Meyer-Olkin (KMO) Test, Bartlett's test of sphericity, and calculation of Cronbach's Alpha for brand value sources in general as well as for all generation. In accordance with previously mentioned, the results consist of the identification of specifics in brand value sources in the banking industry on the case study of Slovak Republic creating so a platform for future research of relevant disparities in cross-cultural brand value sources from the psychographic point of view. Implications for the Central European audience: There are some implications of the article in managerial practice. First of all, the paper presents a valuable source of relevant information for brand managers. They are anticipated to enhance and deepen the understanding of managerial previous practice as well. Overall, the findings help to understand the complexity of internal and external factors motivating consumers to interact with the brand, generating added value for consumers.

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Tüketicilerin Organik Tarım Ürünlerine Bakış Açılarının Belirlenmesi Üzerine Bir Araştırma: Osmaniye ve Şanlıurfa İlleri Örneği

Bahşi

Akça

2019

Kahramanmaraş Sütçü İmam Üniversitesi Tarım Ve Doğa Dergisi

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Ekolojik dengenin korunması, gıda güvenliği, sağlıklı beslenme, sürdürülebilirlik ve çevre koruma üzerindeki olumlu etkileri nedeniyle organik ürüne olan talep giderek artmakta ve organik üretim yaygınlaşmaktadır. Meydana gelen gelişmeler organik ürün talep eden kişilerin yaklaşımlarının da ölçülmesi ve belirlenmesi gerekliliğini ortaya koymaktadır. Bu çalışmada, tüketicilerin organik ürünlere bakış açılarının ve organik ürünleri tercih etmelerinde etkili olan faktörlerin belirlenmesi amaçlanmıştır. Örnek büyüklüğünün belirlenmesinde Basit Tesadüfi Olasılık Örneklemesi Yöntemi kullanılmıştır. Bu amaçla, Osmaniye ve Şanlıurfa illerinde 400 tüketici ile yüz yüze görüşme yöntemi ile anket çalışması yapılmıştır. Araştırma sonuçlarına göre tüketiciler organik tarım ürününü sağlıklı ürünlerin yetiştirildiği tarım şekli (%38.7) ve zirai ilaçların kullanılmadığı tarım ürünü (%32.1) olarak tanımlamaktadır. Çoğunlukla köyde yetişen ürünleri doğal ve organik olduğunu düşündükleri için satın almaktadırlar. Tüketiciler tarafından organik ürünlerin satın alınmasındaki en önemli neden sağlıklı olması (%79.4), satın alınmamasındaki en önemli neden ise temin etmenin zorluğu (%58.3) olarak ifade edilmektedir. Organik ürünleri kullanan tüketiciler ile gelir düzeyi yüksek tüketiciler organik ürünler konusunda daha olumlu düşüncelere sahiptir. Tüketicilerin organik bir ürünün ne olduğu ve pazarda nasıl ayırt edilebileceği konusundaki bilgilerini artırmaya yönelik çalışmalara ağırlık verilmesi ve organik pazarların yaygınlaştırılması gerekmektedir.

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The Effect Of Brand Associations: A Field Study On Turkish Consumers

Cited by 7 publications

References 7 publications

Consumer-Band Association: Determinants of Consumer Bank Switching Intention, Case of the Gambia Retail Banking Sector

Consumer-Band Association: Determinants of Consumer Bank Switching Intention, Case of the Gambia Retail Banking Sector

Specifics in Brand Value Sources of Customers in the Banking Industry from the Psychographic Point of View

Tüketicilerin Organik Tarım Ürünlerine Bakış Açılarının Belirlenmesi Üzerine Bir Araştırma: Osmaniye ve Şanlıurfa İlleri Örneği

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