Brand identity and consumer perception in luxury consumption through the Vakko example: A research on Sakarya University academicians

Today, in an environment where competition is rapidly increasing due to globalization, businesses want to maintain their place in the market and stand out from their competitors. Businesses consider some strategies in order to both position and develop their products. One of these strategies is brand identity. In this context, brand identity is seen as a value for businesses and is created to make the brand strong. Because there is no longer a product or sales-oriented understanding in the market, but a brand-oriented understanding at its center. Therefore, the brand is more important than the product. That's why competition between businesses has turned into competition between brands. This competition between brands changes consumer perception and perspective. In this sense, the stronger the dynamism of the brand in the luxury consumption market, the stronger the consumer perception. In this study, the concepts of luxury consumption and brand identity were studied by considering the perception of consumers. The aim of the thesis is to examine consumers' perception and perspective on luxury consumption through brand identity. Within the scope of the research, the conceptual framework of the research was created by conducting a literature research on the relevant subject. A survey form, a quantitative method, was used in this research. This survey was conducted face to face using random sampling. The survey form was applied to 506 academicians working at Sakarya University. As a result of the research, it was determined that the perception level of the brand's personality characteristics was not high. According to the data regarding the product driving force analyzed within the framework of self-identity; The brand is perceived differently from the established values. However, it was observed that the majority of participants gave valid answers to the question regarding the identity of the brand. According to the findings obtained from questions about consumers' brand experiences; The subjects' tendency to recognize the brand is high. According to the findings regarding the product driving force within the framework of Vakko's self-identity; The brand is perceived differently from the created values, and it has been determined that the concept of quality is not mentioned in Vakko's advertising content. In the light of all the information in the study, suggestions were made according to the results of the findings.