The effect of branding on consumer purchase intention: a study in Turkish apparel industry

ÖZETMARKANIN TÜKETİCİ SATIN ALMA NİYETİNE ETKİSİ:TÜRKIYE GİYİM SEKTÖRÜ ÜZERİNDE BİR ARAŞTIRMABu çalısma, Türkiye hazır giyim sektöründeki marka çagrısımları ve markaögeleri ile satın alma niyeti arasındaki iliskileri incelemektedir. Bu amaçla, markaçagrısımları ve marka ögelerinin 1980 – 1990 yılları arasında dogan gençlerin satınalma niyeti ile iliskileri ortaya konulmustur.Çalısmanın çerçevesini belirlemeden önce Türkiye hazır giyim sektörünündurumu ve 1980 – 1990 arasında dogan gençlerin egilimlerini saptayabilmek amacıylaliterature arastırması yapılmıstır. Arastırma sonuçlarına göre marka bilinirligi, markasadakati, algılanan ürün kalitesi, fiyat bilinci ve moda bilinci’nin tüketicilerin alımniyetinde etkili karar degiskenleri oldugu saptanmıstır. Bu degiskenler incelendigindeise marka bilinirligi, marka sadakati, algılanan ürün kalitesi ve fiyat bilincinin markadegeri kavramı ile iliskili oldugu görülmüstür. Çıkan bu sonuç üzerine günümüzün enönemli konularından biri olan marka degerine odaklanılmasına karar verilmistir.Çalısmanın çerçevesi olusturulurken ise Aaker (1991) ve Keller (1993, 1998)’ın markadegeri modelleri dikkate alınmıstır. Çalısmanın ana çatısını ise Keller (1993, 1998)’ınmarka degeri modelleri olusturmaktadır. Gelistirilen model dogrultusunda markaçagrısımları ve marka ögeleri ile satın alma niyeti arasındaki iliskiler test edilerekincelenmis ve iliskilerin varlıgı saptanmıstır.ABSTRACTTHE EFFECT OF BRANDING ON CONSUMER PURCHASE INTENTION:A STUDY IN TURKISH APPAREL INDUSTRYThis study focuses on the effects of the brand strategies on consumer purchaseintention in the field of apparel marketing. For this purpose, it is aimed to state therelations in between brand associations and brand elements with the purchase intentionof the generation born between 1980 and 1990.Before designed the study, a literature review, was conducted in order toanalyze the textile and apparel industry and preferences of Generation born between1980 and 1990 through apparel industry. The results shows that brand awareness, brandloyalty, perceived clothing quality, price consciousness, fashion consciousness are thedecision variables, effective on consumers’ purchase intention (Sproles&Kendall,1986;Fairhurst,1985; Abraham,1992; Chung,1999; Sung,1998). When analyzed thesevariables, it is seen that four of them, which are brand awareness, brand loyalty,perceived quality, and price consciousness, are directly relating with the concept ofbrand equity. And it is decided to focus brand equity, that is one of the hottest topics inmanagement today. While shaping the research frame, Aaker and Keller’s models arebasically taken into consideration and analyzed and the Keller’s model is used whilecreating the conceptual framework of the study. Based on the framework the relationswere tested and the whole relations between brand associations and brand elements withpurchase intention were stated through the research results.iiiTABLE OF CONTENTSPage NumberLIST OF TABLES……………………………………………………………………..ixLIST OF FIGURES……………………………………………………………………xiINTRODUCTION….…………………………………………………………………..11. BRAND CONCEPT1.1. Definitions of Brand…………………………………………………………….81.2. Importance of Branding…………………………………………………………91.3. Consumer – Brand Relationships…………………………………………….. 162. BRAND EQUITY CONCEPT2.1. Definitions of Brand Equity…………………………………………………...242.2. Brand Equity Research………………………………………………………...272.3. Drivers of Brand Knowledge………………………………………………….372.3.1. Brand Awareness……………………………………………………….382.3.2. Brand Associations……………………………………………………..412.3.2.1.Attributes…………………………………………………………...512.3.2.1.1. Product Related Attributes………………………………….522.3.2.1.2. Non- Product Related Attributes…………………………...522.3.2.2.Benefits……………………………………………………………..552.3.2.2.1. Functional Benefits…………………………………………572.3.2.2.2. Experiential Benefit………………………………………...582.3.2.2.3. Symbolic Benefits…………………………………………..582.3.2.3.Secondary Associations…………………………………………….602.4. Branding Elements to Create Brand Associations…………………………….622.4.1. Brand Name…………………………………………………………….632.4.2. Packaging…………………………………………………………….....642.4.3. Logos and Symbols………………………………………………….…662.4.4. Slogans……………………………………………………………..…...682.4.5. Jingles……………………………………………………………..........682.4.6. Characters………………………………………………………………683. BRAND ATTITUDE3.1. Definitions of Brand Attitude…………………………………………………693.2. Relationship Between Brand Associations & Elements with Brand Attitude…744. BACKGROUND OF THE STUDY4.1. Textile Industry……………………………………………………………......774.2. Ready – to – Wear Industry……………………………………………………79iv4.3. The Market Overview for Ready to Wear Industry in Turkey………………...824.4. The Overview about the Generation, born between 1980 and 1990…………..875. RESEARCH DESIGN PROCESS METHODOLOGY5.1. Objective /significant of study………………………………………………...955.2. Hypothesis……………………………………………………………..............965.3.Variables……………………………………………………………..................985.4. Data Collection Procedure, Instrument and Design………………………….1005.5.Sampling……………………………………………………………................1015.6. Measurement and Scales……………………………………………………..1025.6.1 Frequency Distribution………………………………………………..1025.6.2 Cross Tabulation………………………………………………………1025.6.3 Validity and Reliability………………………………………………..1035.6.4 Multiple Regression…………………………………...........................1045.6.5 T-Test and Anova……………………………………..........................1046. RESEARCH DESIGN6.1. Instruments……………………………………………………………...........1066.2. Sampling and Method………………………………………………………..1066.3. Research Findings…………………………………………………………...1106.3.1. Factor Analysis………………………………………………………..1106.3.2. Regression Analysis…………………………………………………..1146.3.3. Independent Sample T – Test…………….…………………………...1216.3.4. ANOVA………………………………….…………………………... 1237. CONCLUSIONS, IMPLICATIONS AND RECOMMENDATIONS7.1. Conclusion and Discussions………………………………………………….1257.2. Implications…………………………………………………………………..1297.3. Limitations……………………………………………………………………1337.4. Recommendations for Future Research……………………………………...134APPENDIX 1…………………………………………………………………………135APPENDIX 2…………………………………………………………………………141REFERENCES………………………………………………………………………14