Analysis of perceptions of Akbank individual customers related to factors affecting branding

The aim of this research is to examine the impact of branding on customer preferences in the context of the banking sector and in the case of Akbank. Firstly, the conceptual and theoretical framework of branding and customer choice is explained. Then research methodology and findings are presented. In this study, a questionnaire was conducted with 384 people, ranging between 20-59 years of age, who were resident in the province of Gaziantep. The collected data were analyzed and interpreted in SPSS statistical program. According to the findings, it was found that people who participated in the study were affected positively by Akbank's branding. Key words: Brand Effect, Financial Brand, Brand Value, Customer Value, Customer Choice