The analysis of brand value constituent factors related to Ocarina brand in Afghanistan

Brands are the most important source in today's marketplace to attract more customers, and it is the interface between the companies and the consumers. This is why the companies must focus continuously on the factors that affect the value of the brand. In this study, the constituent model is used to determine the value of the brand in the consumers' preferences. In this context, the effect of the social, psychological and personal factors that affect the brand preferences of the consumers in Afghanistan, and the brand value components such as brand loyalty, brand awareness, perceived quality, brand associations and brand image on the brand value were analyzed. As a result of the analysis of the data obtained in the study; it has been determined that all variables except brand awareness positively affect the value of the brand.