The Role of Brand Image in Buying Attitude of the Consumers: Northern Part of Cyprus Model

Autori:

Mustafa PORTAKALCI, Esra Aydin KILIC

Cod: ISSN: 1583-3410 (print), ISSN: 1584-5397 (electronic)
Dimensiuni: pp. 132-144

How to cite this article:

Portakalci, M., Kilic, E.Y. (2016). The Role of Brand Image in Buying Attitude of the Consumers: Northern Part of Cyprus Model. Revista de Cercetare si Interventie Sociala, 53, 132-144.

Abstract:

The aim of this study is to analyze how the brand image and advertisements affect consumers’ decisions on buying. In this study, 480 people at the age of 18 and above, who were decided by using non-stochastic sampling method have been included, and consumers’ “demographic information”, their “view about the product” and their “view about the advertisements” have been tried to be determined. During the study, independent samples T Test, one way ANOVA, Mann- Whitney U Test and Kruskal-Wallis H Test have been applied for the contrast analysis; and Correlation Analysis is utilized to determine the relationship between sub-dimensions. The data we obtained after the study showed that there are crucial variations between demographic aspects and sub-dimensions; also, it was confirmed that there are positive relationships among the sub-dimensions. As a result, it can be said that the aspects of product and sales are a kind of inseparable whole with advertising media and design; and, this shapes the buying attitude of the costumers.