The impact of brand value on consumer purchasing behavior: THY sample

Today, with the rapid competition in the transportation sector, the importance of brand and brand value concepts has increased with the change of airline market. The brand concept has also become an important factor affecting consumers' purchasing decisions. The main purpose of this study is to determine the relationship between Turkish Airlines 'customers' perception of brand value and purchasing behaviors. Brand value in the study; quality association, brand loyalty, brand awereness dimensions and customer buying behaviors were also measured with a single variable dimension. The data obtained from the questionnaires were analyzed with the help of SPSS 22.0 computer package program. As a result of the analysis of the research, a positive linear and significant relationship was found between the purchasing behaviors of the consumers participating in the study and the quality association from the brand value sub-dimensions (r:0,233; p≤0,5). In addition, brand loyalty has come to the forefront in the formation of Turkish Airlines' brand value. Overall, a significant relationship was found between brand value and consumer buying behaviors. Keywords: Consumer Behavior, Purchasing Behavior, Brand Value