The effect of consumer based brand value on purchase intention: The example of Gaziantep baklava

Gaziantep province is among the cities that attract the most tourists in Turkey due to the gastronomic infrastructure of the city. The aim of this research is to determine the effect of consumer-based brand value on purchase intention for Gaziantep Baklava. A questionnaire was applied to domestic tourists who live in different cities and have visited Gaziantep at least once. A total of 445 domestic tourists participated in the survey. The data were analyzed using SPSS. As a result, we found that there is a statistically significant high level of positive correlation between purchase intention and brand awareness. In addition, we found that brand loyalty, perceived quality, brand association and brand awareness, which are sub-dimensions of brand equity have a statistically significant effect on purchase intention. We argue that the results of this study will guide the efforts of baklava producers in Gaziantep to create brand value.