Brand management and the effect of brand management on consumer preferences: An application in ceramic sector

In this study, the effect of brand management on consumer preferences was investigated within the scope of brand management. In this context, the marketing components under the brand management dimension of consumers, perceived quality, brand loyalty, and brand awareness/associations sub-dimensions under the brand management dimension of the consumers and their relations with the preferences of consumers are included. When extant literature is examined, although the relations between the above variables have been examined in different sectors, no study has been found regarding the ceramics industry. Therefore, this aspect of the research represents the original aspect of the study. The study consisted of 202 people selected by convenient sampling method among the users of one of the leading ceramic companies operating in İstanbul in April-May of 2019. Survey technique was used as data collection tool. The data obtained were analyzed using SPSS program. The research findings showed that there were statistically significant and positive correlational relationships among consumer preferences and marketing components, between marketing components and perceived quality, brand loyalty and brand awareness-associations. On the other hand, the relationship between perceived quality and brand loyalty and brand awareness-associations was statistically significant and positive, and finally, statistically significant and positive relationship between brand loyalty and brand awareness-associations was determined. As a result of the research, suggestions, limitations and suggestions for practitioners were presented to future researchers.