The effect of brand value dimensions on customer preferences in the Turkish participation banking sector

The concepts of brand and brand value appear as a concept on which many pieces of research have been made in our country and in the world from past to present. These concepts, which attract the attention of researchers, appear as essential elements in terms of industry managers, consumers and companies. In this study, the definition of the brand and its history are mentioned, and the importance of the brand is emphasized. The importance of the brand in terms of producers, consumers, intermediaries, society and public institutions has been explained. In addition, brand types, brand elements and brand value concepts are included, and brand value dimensions are examined. Then, referring to the history of participation banking, the beginning and position of participation banks in the world and Turkey are mentioned. The shares, places and characteristics of participating banks have been examined in global and Turkish banking sector. While customer preferences and changes have been analyzed, research has been conducted on the importance of brand concept, perspective of brand value and applied branding strategies in Turkish participation banking. As the result of the analysis of the surveys conducted on public and private Turkish participation banks' customers, it has been revealed that Brand Awareness, Brand Associations, and Perceived Quality positively affect Brand Loyalty.