PERCEIVED VALUE OF BRANDS: THE EFFECTS OF BRAND ATTRACTIVENESS AND BRAND TRUSTWORTHINESS

Akturan U.

10th Annual Conference of the EuroMed-Academy-of-Business, Rome, İtalya, 13 - 15 Eylül 2017, ss.64-72 identifier

  • Yayın Türü: Bildiri / Tam Metin Bildiri
  • Basıldığı Şehir: Rome
  • Basıldığı Ülke: İtalya
  • Sayfa Sayıları: ss.64-72
  • Galatasaray Üniversitesi Adresli: Evet

Özet

The aim of this study is to explore the relationship among brand attractiveness, brand trustworthiness, and perceived value. Data were collected from 458 respondents via face-to-face interview. And the hypothesis tested via Structural Equation Modeling (SEM). As a result, it was found that brand attractiveness affects all four of the perceived value dimensions, and trustworthiness affects only three of them-functional, emotional and monetary value-but it has no influence on the social value.