The effect of marketing expenses on brand value: The example of Migros

In recent years, with the benefit of globalization and the effect of digitalization, competition between businesses has increased, financial dynamics have changed, and accordingly, the decision-making process of consumers has become difficult with the increase of brands. Within the scope of these developments, businesses that want to play an active role in the decision-making processes of consumers, see more demand and provide competitive advantage give importance to brand and brand value in the name of differentiation. Brand value ensures that products are more demanded by increasing consumers' trust in the brand and supports the increase in sales. Businesses that provide sustainable financial advantages with brand value make more profit. Businesses bear the marketing expenses while carrying out their activities in order to create a successful brand and brand value. In this context, the effect of marketing expenses on brand value was examined in the research. The Hirose method was used to determine the brand value of the sample business Migros between the years 2012-2021.