Effect of brand value on consumer purchase intention: An application in the Turkish market

Before making a purchase decision, customers question their decisions at many stages and tend to change them. For this reason, brand management is an issue that companies should take seriously. Consumers' expectations from brands is constantly changing. It is seen that the brand value is related to the purchase intention in the way that brands increase their own values, move their value perceptions forward in the branding process and protect their market share. As the brand value of a product increases, the trust of the consumers and the sales towards the brand will also increase. In the literature, trust and attitude towards the brand, image and value of the brand for customers have been identified as important components. The subject of this thesis is to examine the relationship between brand equity value concepts (brand awareness, perceived quality, brand association and loyalty) and consumer purchase intention. In the study to be done, the consumer-based brand equity approach is used. For this purpose, a research was conducted on the Apple brand in the Turkish telecommunications sector. The sample of the research consists of white-collar consumers working in İstanbul. Through convenience sampling, 200 respondents have been reached. By making a literature review, past studies were examined and a survey was used as a data collection tool in the research, and the brand management scale was used. Analysis results were analyzed in SPSS package program. By determining descriptive statistics, as a result of reliability analysis and correlation analysis, it was concluded that brand equity and its related concepts are effective in the consumer purchase intention of a brand with strong brand value such as Apple.