Author/Authors :
Zengin, Burcu Gazi Üniversitesi - İktisadi ve İdari Bilimler Fakültesi - İşletme Bölümü, Finansman Bilim Dalı, Turkey , Güngördü, Aybegüm Gazi Üniversitesi - İktisadi ve İdari Bilimler Fakültesi - İşletme Bölümü, Pazarlama Bilim Dalı, Turkey
Title Of Article :
AN EMPIRICAL ANALYSIS ON MEASURING BRAND VALUE: FINANCIAL AND MARKETING DIMENSION
Abstract :
In this study, we present the methods used in measuring brand value after explaining the concepts of brand and brand value. The purpose of this study is to compare the marketing and financial methods of meausuring brand value. In this study, we measured the consumer based equity of Migros, CarrefourSA, TESCO KIPA, BiM ve Kiler which are the businesses in the food retail sector in Turkey by conducting a survey on 400 consumers. Further, we measured the financial brand value of the same businesses with the Hirose method. Finally, we found the financial brand value of these businesses in the order of Migros, BIM, CarrefourSA, Kiler, TESCO KIPA. Besides, we found the consumer based brand equity of these businesses in the order of Migros, CarrefourSA, BIM, TESCO KIPA ve Kiler. Finally we compared our results with each other and also with Brandfinance s research which uses a mixed method in measuring brand value.
NaturalLanguageKeyword :
Brand value , brand , Hirose method , consumer based brand equity.
JournalTitle :
Journal Of Economics and Administrative Sciences
