WHAT FACTORS MATTER TO BRAND RELEVANCE IN CATEGORY? AN EMPIRICAL STUDY IN TURKEY
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In this study, antecedents of brand relevance in category are examined and the impact powers of these antecedents are analyzed. In this empirical research, data about brand relevance values in terms of mobile phone and casual clothes products are collected from undergraduate students studying in a public university in Turkey. Data of the study are collected through a face to face questionnaire and analyzed by using multi-linear regression method. According to the findings, the most powerful antecedent of brand relevance is risk reduction. Information gathering cost and social-identity are the following antecedents. While self-identity is the weakest antecedent for mobile phone, it doesn’t affect brand relevance in terms of casual clothes. On the other hand, brand relevance value of mobile phone is higher than the casual clothes. This paper shows that social-identity and self-identity may affect brand relevance separately for specific product types in consumer market.
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