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- Title
KUŞAKLARARASI İLETİŞİMİN MARKA DEĞERİ OLUŞTURMAYA ETKİSİNİN YAPISAL EŞİTLİK MODELLEME İLE ARAŞTIRILMASI.
- Authors
TAŞKIN, Çağatan; YILMAZ, Mine
- Abstract
Today’s consumer oriented markets force companies to develop strategies for building brand equity in order to obtain sustainable competitive advantages. One of the basic antecedents of brand equity is intergenerational communication. Intergenerational conversation and intergenerational recommendation that are modes of intergenerational communication, affect child consumers’ brand perceptions and thus this becomes an important factor for building brand equity. The aim of this research is to explore the impact of intergenerational communication on brand equity via various variables and to propose marketing strategies based on the model. The research is conducted on four basic sample that are “mother-daughter”, “mother-son”, “father-daughter” and father-son”. Structural equation modelling is used for examining the relationships among the variables. Modelling results indicate that intergenerational conversation and intergenerational recommendation both have a strong impact on brand equity through affective brand association and brand trust dimensions.
- Publication
Uludağ Journal of Economy & Society / Uludağ Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 2016, Vol 35, Issue 1, p67
- ISSN
1301-3386
- Publication type
Article