Abstract:

One of the topics that both and researchers are emphasizing in the economic life of the 21st century is the increase in the number of competitors in the market along with the development of production capabilities. The natural outcome of an intense competitive environment is the difficulty of increasing the market share of. In such a environment, are aimed at preserving their existing markets before they move to new markets. Maintaining availability when considering the cost of gaining new customers is a less expensive way for. Making the consumers a brand-related customer is one of the important crossroads that will come out. At this point, one of the dominant factors in the process of consumers becoming a customer connected to the brand is the quality perceived by the brands. Therefore, consumer perception forms are among the topics frequently investigated. Consumers often perceive the brands in two ways: rational and hedonical. In this study, the impact of consumers’ brands perception forms on brand liability was investigated and the impact of the quality perceived on this relationship was sought to be found. The statistical analysis found that hedonical and rational brand perceptions have positive and meaningful effects on the overall quality perceptions of the brand. The study also found that the overall perception of quality has an impact on brand commitment.

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