Abstract:

Brands are composed of figures, signs or symbols such as logos, colours and designs to be formed for service or products to be different from their counterparts. However, brands have nowadays a large meaning that defines its classical description. It has an understanding that pioneers novelties by forming the perception of quality, being emotional constituents and leading to links to their consumers. While entering different brandets all over the world, Turkish brands are encountering a new type of consumers in Turkey migrating from different countries. Most of these new consumers meet Turkish brands for the first time. The present study was performed to investigate the perception of Turkish brands living in Konya. How these consumers look at the brands of clothes, food, beverages, GSM operators and whiteware appliances, and perceive these brands are tried to be determined. Which brands they chose according to their preferences, and the awareness of Turkish brands were evaluated in the study.

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