Dimensions of brand knowledge Turkish university students' consumption of international fashion brands

Dimensions of brand knowledge Turkish university students' consumption of international fashion... Purpose – Previous research has suggested that brand knowledge could be affected by companies and consumer characteristics such as consumer personality. The purpose of this study is to analyse the impacts of gender, field of education, and having consumed the brand, on consumers' brand knowledge. Design/methodology/approach – An exploratory study is designed to reveal the impacts of gender, field of education, and usage of a brand by evaluating Turkish university students' knowledge of nine international fashion brands. The survey is conducted by using convenience sampling method to reach a heterogeneous group of different departments, gender, and usage frequencies that would reveal whether these variables have an effect on brand knowledge or not. The students are also asked to describe each brand by two or three words. Findings – Significant differences are found with respect to usage, gender, and departments. Students belonging to the departments more related to fashion and female students have more knowledge about these nine brands. Furthermore, the findings demonstrate that consumption of a brand increases both brand awareness and brand image. Research limitations/implications – Future studies could analyse brands by grouping them in accordance with their target segments and product types in order to compare them more strictly. It is also purposeful to compare the brand knowledge of the same brands in different samples and different countries. Practical implications – Since brand associations are used in positioning, the results of the open‐ended questions advise firms operating marketing activities whether to strengthen or to alter these associations. Originality/value – The study could be beneficial for academicians and business practitioners, since it reveals the effects of gender, field of education, and usage on brand knowledge. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Enterprise Information Management Emerald Publishing

Dimensions of brand knowledge Turkish university students' consumption of international fashion brands

Loading next page...
 
/lp/emerald-publishing/dimensions-of-brand-knowledge-turkish-university-students-consumption-VycMEoUpew
Publisher
Emerald Publishing
Copyright
Copyright © 2010 Emerald Group Publishing Limited. All rights reserved.
ISSN
1741-0398
DOI
10.1108/17410391011061807
Publisher site
See Article on Publisher Site

Abstract

Purpose – Previous research has suggested that brand knowledge could be affected by companies and consumer characteristics such as consumer personality. The purpose of this study is to analyse the impacts of gender, field of education, and having consumed the brand, on consumers' brand knowledge. Design/methodology/approach – An exploratory study is designed to reveal the impacts of gender, field of education, and usage of a brand by evaluating Turkish university students' knowledge of nine international fashion brands. The survey is conducted by using convenience sampling method to reach a heterogeneous group of different departments, gender, and usage frequencies that would reveal whether these variables have an effect on brand knowledge or not. The students are also asked to describe each brand by two or three words. Findings – Significant differences are found with respect to usage, gender, and departments. Students belonging to the departments more related to fashion and female students have more knowledge about these nine brands. Furthermore, the findings demonstrate that consumption of a brand increases both brand awareness and brand image. Research limitations/implications – Future studies could analyse brands by grouping them in accordance with their target segments and product types in order to compare them more strictly. It is also purposeful to compare the brand knowledge of the same brands in different samples and different countries. Practical implications – Since brand associations are used in positioning, the results of the open‐ended questions advise firms operating marketing activities whether to strengthen or to alter these associations. Originality/value – The study could be beneficial for academicians and business practitioners, since it reveals the effects of gender, field of education, and usage on brand knowledge.

Journal

Journal of Enterprise Information ManagementEmerald Publishing

Published: Jul 27, 2010

Keywords: Brand awareness; Students; Fashion; International marketing; Turkey

References

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$360/year

Save searches from
Google Scholar,
PubMed

Create folders to
organize your research

Export folders, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month

PDF Discount

20% off