Brand equi̇ty in industri̇al sevvi̇ces: An appli̇cati̇on on usi̇ng accounti̇ng sovfware program

Purpose: The main purpose of this research is to investigate the effects of brand equity dimensions on brand equity. Moreover, this study shows that the differences in terms of brand awareness, brand loyalty and perception of quality between using different brand and using only one brand in accounting services. Design/Methodology/Approach: This study have been comprised three part. In the first part, characteristic of industrial markets, the decision making process for industrial buying and the types of purchase have been explained. In the second part, industrial services, the role and importance for brand in industrial markets and brand equity in industrial markets have been emphasized. In the third part, accounting software programme users in the region of TRA1 level 2 have been chosen for this research. Moreover, the purpose of this research t-test and regression analyses have been performed. Findings: The results of the research recommend that brand equity in industrial services; has a positive effects on brand loyalty, brand awareness and the perception of brand quality. Moreover, it has been determined that the perception of brand quality between using different brand and using only one brand is different. Key Words: Industrial services, brand equity, accounting software programs.