| Yazarlar |
Prof. Dr. Kutay OKTAY
Kastamonu Üniversitesi, Türkiye |
Bilgehan Gülcan
Gazi Üniversitesi, Türkiye |
|
Musa Çakır
|
| Özet |
| Brand awareness which is considered as one of the most important factor affecting the consumer purchasing preferences has been investigated by both academics and practitioners in the field of marketing in recent years. The current study investigated brand awareness in Kazakhstan and Kyrgyzstan regarding consumer electronic products, such as laptop computers, tablet computers, and cell phones. To determine brand awareness, data were obtained by using suitable market analysis methods, and then analyzed by using the Spearman correlation and the chi-square test for independence. Based on the study results, it was observed that the level brand awareness was high for laptop computers and cell phones, while being comparatively lower for tablet computers. |
| Anahtar Kelimeler |
| Makale Türü | Özgün Makale |
| Makale Alt Türü | Ulusal alan endekslerinde (TR Dizin, ULAKBİM) yayımlanan tam makale |
| Dergi Adı | İşletme Araştırmaları Dergisi |
| Dergi ISSN | 1309-0712 |
| Dergi Tarandığı Indeksler | EBSCO Business Source Corporate PlusULAKBİM Sosyal Bilimler Veri TabanıDOAJ Directory of Open Acces JournalsINDEX COPERNICUSASOS INDEXCentral and Eastern European Online Library (CEEOL)Contemporary Science Association (CSA)Research BibleGlobal Impact Factor (GIF) |
| Makale Dili | İngilizce |
| Basım Tarihi | 01-2015 |
| Cilt No | 7 |
| Sayı | 1 |
| Sayfalar | 103 / 124 |
