Author/Authors
YILMAZ, Mustafa Kemal Ondokuzmayıs Üniversitesi - İktisadi ve İdari Bilimler Fakültesi - işletme Bölümü, Turkey , BAĞDİGEN, Savaş Bayburt Üniversitesi - Sosyal Bilimler Enstitüsü, Turkey
Title Of Article
Brand Equity in Industrial Services: An Application on Accounting Software Program Users
شماره ركورد
43306
Abstract
The term “Brand equity” which is evaluated as a sustainable competitive tool by companies has begun to be examined in terms of industrial services in recent years. Thus, brand equity in industrial services in terms of accounting software programme users in the region of TRA1 level 2 have been chosen as a sampling and the t-test and regression analyses have been performed for the purpose of this research. The results of this research determine that brand equity in industrial services; has a positive effects on brand loyalty, brand awareness and the perception of brand quality and the perception of brand quality between using different brands and using only one brand is different. Moreover, accounting programme which does not respond to the day of condition and inadequate support services to the consumer have been determined as two main reasons for the changing of accounting software programme.
From Page
233
NaturalLanguageKeyword
Industrial Services , Brand Equity , Accounting Software Programs.
JournalTitle
Journal Of Graduate School Of Social Sciences
To Page
246
JournalTitle
Journal Of Graduate School Of Social Sciences
Link To Document