DENİZLİ İLİNİN TÜKETİCİ TEMELLİ MARKA DEĞERİ ALGISI: KARŞILAŞTIRMALI BİR ARAŞTIRMA
CONSUMER BASED BRAND EQUITY PERCEPTION OF DENIZLI PROVINCE: COMPARATIVE RESEARCH

Summary/Abstract: At the present time competition is not merely between businesses but experienced among cities and countries as well. In order to improve their economies by attracting more visitors and investors, cities and countries place great importance on branding in marketing activities. The purpose of this study is to determine the consumer based brand equity perception of residents and visitors in Denizli as well as students at Pamukkale University. In addition to find out the differences among mentioned groups and to examine the dimensions that constitute the brand equity taking into account the gender factor. As a quantitative research method, questionnaire technique was used as data collection and individual interviews were made with 530 participants. In the analysis of the obtained data, descriptive analyses such as reliability analysis, Pearson correlation analysis, and independent sample test were used. As a result of this research, it was determined that the visitors and the residents had a higher perception on the brand equity of the Denizli Province compared to the students; male participants had a higher perception of the brand image than female participants. Moreover among the visitors female participants had a higher perception of brand awareness and perceived quality than male participants.

• Details
• Contents