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The aim of this research is to understand the factors behind smartphone purchase decisions of consumers. Nowadays companies make use of various strategies in order to attract new customers, retain existing customers and differentiate their products from those of their competitors. Perhaps, the most important and effective strategy to influence consumer behavior in the product selection is emphasizing the “brand name” of the products. Our aim in this paper is to investigate how smartphone brands can influence consumers’ buying decisions. Brand equity is a set of brand assets and liabilities linked to a brand name and symbol, which add to or subtract from the value provided by a product or service. It enhances the customer’s ability to interpret and process information, improves confidence in the purchase decision and affects the quality of the user experience. Using this construct widely discussed in the literature, we use and build our hypothesis based on Aaker model about the brand equity, including perceived quality, brand awareness, brand association and brand loyalty. The study involved a questionnaire administered to 171 smartphone consumers between December 2015 and March 2016. The consumers were chosen by convenience sampling among the students from a prestigious university in the Istanbul district of Turkey. Our findings indicate that a majority of the smartphone buyers’ decisions are mainly influenced by brand loyalty and brand awareness. Perceived quality and brand association do not seem to influence purchase decisions for the sample of this study.

Concepts such as retro marketing, retro branding and nostalgia marketing are important issues that have come to the agenda in recent years in our world, which is undergoing intensive change and transformation processes. The longing for past periods can be an important source of marketing work for the consumer. Few scientific studies have been conducted in Turkey for retro marketing. It is possible to carry out researches on retro marketing and retro branding, to test relations with different concepts and to develop the researches in detailed form. The aim of this study is to determine whether the general hypotheses tested in the literature will have the same effect on brands carrying retro marketing activities. The scales for the concepts in the research were taken from the literature and 401 participants were reached by convenience sampling method. As a result of the study, it was detected that the dimensions of retro brand experience affect the intention of re-purchasing and brand loyalty. It has also been observed that the retro brand experience dimensions also affect the retro brand attitude, retro brand credibility and customer satisfaction. Finally, it has been tested whether retro brand attitude, retro brand credibility, and customer satisfaction concepts affect repurchase intention and brand loyalty. As a result, it has been observed that these concepts affect repurchase intention and brand loyalty.

This research aims to analyze the effect of brand trust and brand loyalty to consumer purchase intentions in the Smartphone market. All the residents of ?stanbul who use mobile phones are the population of the research.  Due to the fact that it is very hard to reach all the population, simple sampling method has been used for data collection and 185 participants have been reached. Structural Equation Model has been used to explain the relationship among brand trust, brand loyalty and purchase intentions. SPSS for Windows 17.0 program and AMOS 20 program are used to analyze the data. Results show that both brand trust and brand loyalty have a positive effect on consumer’s purchase intentions. Also it had been determined that brand trust has a positive effect on brand loyalty. Moreover, brand trust has been found as the most effective factor for smartphones brands in the purchase intensions.

In psychology attitude is defined as favorable or unfavorable evaluations towards a person, group, object or event. Attitudes are formed by past and present experiences and are expected to change as a function of experience. Three components of the attitude defined as cognitive (what we know about the subject), affective (how we feel towards the subject) and behavioral (intention to behave towards the subject). Our behavior is defined as a complex combination of beliefs, feelings, capabilities and norms. The majority of consumer behavior literature examined the main antecedents of purchase behavior. Attitudes are described as one of the most important determinant of the behavior. There are several methods and techniques to assess attitude; the most used one is the self-report paper and pencil measures. Brand loyalty is another important concept related with repetitive purchasing behavior. While cognitive loyalty is related with the information, affective loyalty is related with feelings. Behavioral loyalty is described as the past behaviors or experiences. Some of our behaviors are determined by the cognitive component of the attitude while others may be directed by the affective part. Main focus of the research is to find out whether there is a level of compliance between cognitive, affective and behavioral attitude of consumers. 1000 forms are distributed in order to identify the attitudes and purchasing behaviors of consumers 783 forms are evaluated

This paper examines the nature of the Country of Origin effect by exploring suggested options to enhance positive COO associations in consumers’ minds and offsetting negative COO impact on purchase decisions. The approach taken is a literature review with a comparison of Turkey’s white goods brand Beko Plc’s international growth and marketing strategies. This paper focuses on suggested international marketing strategies in order to increase the country image of Turkey as well as the brand image of Beko Plc. In the interest of achieving a sustainable growth in foreign markets and offsetting the negative consumers’ perceptions of products made in particular countries, organizations are in need of advanced quality management practices and applicable pricing policies that respond adequately to consumer needs.

In psychology attitude is defined as favorable or unfavorable evaluations towards a person, group, object or event. Attitudes are formed by past and present experiences and are expected to change as a function of experience. Three components of the attitude defined as cognitive (what we know about the subject), affective (how we feel towards the subject) and behavioral (intention to behave towards the subject). Our behavior is defined as a complex combination of beliefs, feelings, capabilities and norms. The majority of consumer behavior literature examined the main antecedents of purchase behavior. Attitudes are described as one of the most important determinant of the behavior. There are several methods and techniques to assess attitude; the most used one is the self-report paper and pencil measures. Brand loyalty is another important concept related with repetitive purchasing behavior. While cognitive loyalty is related with the information, affective loyalty is related with feelings. Behavioral loyalty is described as the past behaviors or experiences. Some of our behaviors are determined by the cognitive component of the attitude while others may be directed by the affective part. Main focus of the research is to find out whether there is a level of compliance between cognitive, affective and behavioral attitude of consumers. 1000 forms are distributed in order to identify the attitudes and purchasing behaviors of consumers 783 forms are evaluated

Concepts such as retro marketing, retro branding and nostalgia marketing are important issues that have come to the agenda in recent years in our world, which is undergoing intensive change and transformation processes. The longing for past periods can be an important source of marketing work for the consumer. Few scientific studies have been conducted in Turkey for retro marketing. It is possible to carry out researches on retro marketing and retro branding, to test relations with different concepts and to develop the researches in detailed form. The aim of this study is to determine whether the general hypotheses tested in the literature will have the same effect on brands carrying retro marketing activities. The scales for the concepts in the research were taken from the literature and 401 participants were reached by convenience sampling method. As a result of the study, it was detected that the dimensions of retro brand experience affect the intention of re-purchasing and brand loyalty. It has also been observed that the retro brand experience dimensions also affect the retro brand attitude, retro brand credibility and customer satisfaction. Finally, it has been tested whether retro brand attitude, retro brand credibility, and customer satisfaction concepts affect repurchase intention and brand loyalty. As a result, it has been observed that these concepts affect repurchase intention and brand loyalty.

This research aims to analyze the effect of brand trust and brand loyalty to consumer purchase intentions in the Smartphone market. All the residents of ?stanbul who use mobile phones are the population of the research.  Due to the fact that it is very hard to reach all the population, simple sampling method has been used for data collection and 185 participants have been reached. Structural Equation Model has been used to explain the relationship among brand trust, brand loyalty and purchase intentions. SPSS for Windows 17.0 program and AMOS 20 program are used to analyze the data. Results show that both brand trust and brand loyalty have a positive effect on consumer’s purchase intentions. Also it had been determined that brand trust has a positive effect on brand loyalty. Moreover, brand trust has been found as the most effective factor for smartphones brands in the purchase intensions.

The aim of this research is to understand the factors behind smartphone purchase decisions of consumers. Nowadays companies make use of various strategies in order to attract new customers, retain existing customers and differentiate their products from those of their competitors. Perhaps, the most important and effective strategy to influence consumer behavior in the product selection is emphasizing the “brand name” of the products. Our aim in this paper is to investigate how smartphone brands can influence consumers’ buying decisions. Brand equity is a set of brand assets and liabilities linked to a brand name and symbol, which add to or subtract from the value provided by a product or service. It enhances the customer’s ability to interpret and process information, improves confidence in the purchase decision and affects the quality of the user experience. Using this construct widely discussed in the literature, we use and build our hypothesis based on Aaker model about the brand equity, including perceived quality, brand awareness, brand association and brand loyalty. The study involved a questionnaire administered to 171 smartphone consumers between December 2015 and March 2016. The consumers were chosen by convenience sampling among the students from a prestigious university in the Istanbul district of Turkey. Our findings indicate that a majority of the smartphone buyers’ decisions are mainly influenced by brand loyalty and brand awareness. Perceived quality and brand association do not seem to influence purchase decisions for the sample of this study.

This paper examines the nature of the Country of Origin effect by exploring suggested options to enhance positive COO associations in consumers’ minds and offsetting negative COO impact on purchase decisions. The approach taken is a literature review with a comparison of Turkey’s white goods brand Beko Plc’s international growth and marketing strategies. This paper focuses on suggested international marketing strategies in order to increase the country image of Turkey as well as the brand image of Beko Plc. In the interest of achieving a sustainable growth in foreign markets and offsetting the negative consumers’ perceptions of products made in particular countries, organizations are in need of advanced quality management practices and applicable pricing policies that respond adequately to consumer needs.