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Full-Text Articles in Marketing
Effect Of Brand Credibility And Innovation On Customer Based Brand Equity And Overall Brand Equity In Turkey: An Investigation Of Gsm Operators, Suphan Nasir, Ozge Guvendik
Effect Of Brand Credibility And Innovation On Customer Based Brand Equity And Overall Brand Equity In Turkey: An Investigation Of Gsm Operators, Suphan Nasir, Ozge Guvendik
University of South Florida (USF) M3 Publishing
Today, challenging and intense global competition conditions have led to the transformation of local and small markets into larger and more developed markets. For this reason, firms have had to make different strategic decisions in order to survive and profit. If firms want to challenge the competitors one way is to increase their brand equity. The main purpose of this research is the effect of brand credibility and innovation on customer based brand equity and overall brand equity in the context of three GSM operators in Turkey. The sample for the study is limited to 589 participants. The data was …
The Effect Of Corporate Social Responsibility On Consumer-Based Brand Equity: A Research On Automobile Brands, Ali Koroglu, Ibrahim Avci
The Effect Of Corporate Social Responsibility On Consumer-Based Brand Equity: A Research On Automobile Brands, Ali Koroglu, Ibrahim Avci
University of South Florida (USF) M3 Publishing
One of the important issues that businesses emphasize in order to gain advantage in today's competitive environment is corporate social responsibility. Because the consumers' expectations from businesses are not only products and services, but also they expect them to behave responsibly towards society. Consumers care about the corporate social responsibility of businesses and brands of businesses with corporate social responsibility are more accepted by consumers. The aim of the research is to examine the effect of corporate social responsibility on consumer-based brand equity dimensions and the effects of these dimensions on purchasing intention. In this context, an online survey form …