Branded real estate agenci̇es :the i̇mpact of the brand on consumer percepti̇on i̇n real estate market

The consumer concept for marketing which is a branch that is in general investigating the purchase and the sale of goods and services is forming one of the fundamental points of this sector. In this context, we come across the consumers and the consumer behaviors as a factor which is significant in marketing of goods and services and the marketing methods are established on it. In today's competitive market conditions the brand is an important factor that impersonate the goods and services, makes it different from the other competitors, provide easiness to the customers in the selection process of their preference of goods and services, it guides the consumers and it gives direction to the relationship between the enterprises and the consumers and develops this relationship other than being a name for goods and services. The image that generates in the memory of a consumer over time varies according to the content and the messages of these goods and services with the goods and services that are released to the market by the companies. The totality of qualifications about the brand and the brand image that is expressed as connotations may occur in the memory of the consumer together with the well managed public relations events and positive communication process. The brand strategies that are developed for the survival of the enterprises are of great importance. To become a brand cannot be achieved with the development of components such as the name, symbol, slogan, and packaging. In addition, there should be some emotional and psychological relations between the consumer and the brand and it should be improved constantly. In this context to add an image to the brand emerges as an increasingly important factor nowadays. Today, the real estate sector that gains importance under the influence of various factors emerges as an increasingly important and expanding sector, both with its dynamics and its characteristics. In this context, the real estate offices that serve as a bridge for the sale and rental of both the existing residential and the new residential and branding that is an important factor in the marketing industry today constitutes the basis of our study. In this study, where the effect of branding on consumer behavior in the real estate is examined, the influence between the brand image perception that emerges in the real estate sector and consumer behavior is investigated and the revealing of the relationship between brand image and consumer behavior in the real estate sector is aimed. Keywords: Brand, Brand image, the real estate sector, Consumer behavior