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- Title
The Relationship Between Reputation Quotient and Perceived Quality of Brands in Turkey's Mobile Communication Sector.
- Authors
DAYANÇ KIYAT, G. Banu
- Abstract
In today’s business world, the new information era reveals the importance of perceived reputation management for brands. No matter how high the quality of the product is, as long its perceived reputation is not good, it is worthless from an economic point of view. Although a plethora of research has been conducted on reputation quotient, no study on perceived quality has been conducted in Turkey’s mobile communication sector. In this study, the relationship between reputation quotient and perceived quality was investigated. The reputation quotient and perceived quality of four bestselling mobile phones in Turkey, namely, ‘LG, Samsung, iPhone and HTC’ were examined. Fombrun’s “Reputation Quotient” and Aaker’s “Perceived Quality” models were employed to measure variables in the research model. By means of the convenience sampling method, 434 participants completed the study’s instrument on a voluntary basis. Data were analysed with SPSS 21.0 and a proposed relationship was tested through regression analysis. The results showed that there is positive relationship between reputation quotient and perceived quality. Furthermore perceived high quality is a necessity for high perceived reputation, but it is not sufficient as shown in the example of HTC.
- Subjects
TURKEY; MOBILE communication systems; TELECOMMUNICATION; QUALITY assurance; HTC Corp.; CORPORATE image
- Publication
University Faculty of Communication Journal / Istanbul Üniversitesi Iletisim Fakültesi Hakemli Dergisi, 2017, Issue 53, p31
- ISSN
1302-633X
- Publication type
Article
- DOI
10.17064/iuifd.372587