We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Marka Denkliği ve Marka Aşkı İlişkisi: Kavramsal Bir Bakış.
- Authors
BAŞKOL, Üyesi Melih; ASAR, İlknur
- Abstract
Nowadays, intense competition has brought about changes in marketing understanding. In order to gain a competitive advantage, the companies aim to establish an emotional connection between the brand and the consumer, to ensure brand equity and to strengthen the brand image. In order to achieve this, they need to analyze the concept of brand love, which has just begun to emerge in the marketing world. Faced with different products of different brands, consumers who have many alternatives do not want to buy a brand's product or service according to the characteristics of the product or service, but expect the brand to connect with them and provide emotional benefits to them. Consumers tend to make the brands that they fall in love with as a part of their lives. Consumers who love to connect with the brand accept to pay more money for this brand, share their satisfaction with their close environment and support the brand in various platforms. For this reason, it is extremely important for brands to create brand equity, to connect their existing customers to themselves and to attract potential customers to them.
- Subjects
BRAND image; BRAND equity; CUSTOMER satisfaction; PRODUCT attributes; COMPETITIVE advantage in business
- Publication
Bartin University Journal of Faculty of Economics & Administrative Sciences / Bartın Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 2019, Vol 10, Issue 20, p110
- ISSN
1309-954X
- Publication type
Article