T.C.

MARMARA NVERSTES
SOSYAL BLMLER ENSTTS
LETME ANA BLM DALI
RETM YNETM VE PAZARLAMA (NG) BLM DALI







THE EFFECT OF BRAND ASSOCIATIONS AND BRAND
ELEMENTS ON CONSUMER ATTITUDES AND
ATTITUDE CHANGE
TOWARDS THE ORIGINAL BRAND
IN TURKISH WHITE GOOD SECTOR



Yksek Lisans Tezi






NLGN ESGN




stanbul, 2006





T.C.
MARMARA NVERSTES
SOSYAL BLMLER ENSTTS
LETME ANA BLM DALI
RETM YNETM VE PAZARLAMA (NG) BLM DALI








THE EFFECT OF BRAND ASSOCIATIONS AND BRAND
ELEMENTS ON CONSUMER ATTITUDES AND
ATTITUDE CHANGE
TOWARDS THE ORIGINAL BRAND
IN TURKISH WHITE GOOD SECTOR



Yksek Lisans Tezi



NLGN ESGN

Danman: DR. A. MGE YALIN





stanbul, 2006




i

NSZ
Markalarn hayatmzn vazgeilmez birer paras olduu ve firmalarn rekabet
etmek iin markalarnn gcn kulland bu dnyada, bu aratrmann bundan sonra
bu alanda yaplacak almalara ve beyaz eya firmalarna marka armlar
stratejilerini belirlemelerinde yol gstereceini umuyorum.
Aratrmann bandan sonuna beni her alanda ynlendiren ve almaya byk
katk salayan deerli hocam Dr. A. Mge Yalna, almamda bir ok konuda bana
fikir ve destek veren sevgili arkadam Glberk Gltekin Salmana, youn i tempolar
iinde bana zaman ayrarak sorularm cevaplayan Arelik Pazarlama Direktr sevgili
Murat ahin ve Unilever CEOsu sayn zzet Karacaya, hayatmn her dneminde
yanmda olan ve sahip olduum her eyi borlu olduum aileme, hem SPPS data
girileri srasnda uzun saatler boyunca sabrla bana yardmc olan hem de bu alma
sresindeki youn tempomda her zaman beni destekleyen hayat arkadam Evren
Gdene sonsuz teekkrlerimi sunuyorum...


stanbul, 2006 Nilgn ESGN








ii
GENEL BLGLER
sim ve Soyad : Nilgn ESGN
Ana Bilim Dal : letme
Program : retim Ynetimi ve Pazarlama (ng.)
Tez Danman : Dr. A. Mge YALIN
Tez Tr ve Tarihi : Yksek Lisans-Temmuz 2006
Anahtar Kelimeler :Marka armlar, Markaya Olan Tutum, Marka
Bileenleri
ZET
Marka armlar ve Marka Elementlerinin Tketicinin Tutumu
zerindeki Etkisi ve Trkiyedeki Beyaz Eya Sektrnde Markaya Olan Tutum
zerindeki Deiim
Bu alma, Trkiye beyaz eya sektrnde, marka armlar ile markaya
olan tutum arasndaki ilikiyi ve marka bileenlerindeki deiimin markaya olan tutum
zerindeki etkisini incelemektedir. almann ana atsn, Keller (1998) ve Aaker
(1991)in marka deeri modelleri oluturmaktadr. Bu iki modelin bir bileimi
kullanlarak 17 farkl marka arm bamsz deiken olarak kullanlmtr. alma
kapsamnda, tm testler ve incelemeler, hem Arelik hem de Arzum markas iin
yaplmtr. Arelik ve Arzum markasna olan tutum ile bu deikenler arasndaki iliki
her iki marka iin de lmlenmitir.
Veriler, 400 katlmc tarafndan, kolayda rneklem yntemi kullanlarak
toplanm ve her iki markaya olan tutum ile marka armlar arasndaki ilikinin
gcn ortaya koyabilmek iin oklu regresyon analizi yaplmtr. Sonular, 17 marka
armnn, Arelik iin %85 varyans ile ve Arzum iinse %69 varyans ile bu
markalara olan tutumu aklad; bu armlardan; kalite, renk, fonksiyonellik, sat
sonras hizmet, tasarm, kullanm kolayl, kullanmdan duyulan memnuniyet, prestijli
bir marka olma ve denen paraya deer olma Arelik ile pozitif, fiyatn ise negatif;
benzer ekilde garanti sresi, portatiflik, sat sonras hizmet, teknoloji, kullanm

iii
kolayl, kullanmdan duyulan memnuniyet ve denen paraya deer olma marka
armlarnn da Arzum ile pozitif ilikilerinin bulunduunu ortaya koymutur. Bu
bulgularn nda, Trkiyedeki beyaz eya firmalarnda alan yneticilere,
markalarn ynetmede ve markalarna olan tutumu daha pozitif hale getirmelerinde
kendilerine yn gsterecek pazarlama strateji nerileri sunulmaktadr.


















iv

GENERAL KNOWLEDGE
Name and Surname : Nilgn ESGN
Field : Business Administration (English)
Program : Production Management & Marketing (English)
Supervisor : Dr. A. Mge YALIN
Degree Awarded and Date : Master-July 2006
Keywords : Brand Associations, Attitude, Brand Elements

The Effect of Brand Associations and Brand Elements on Consumer
Attitude and Attitude Change towards the Original Brand in Turkish White Good
Sector
ABSTRACT
This study focuses on the relationship between brand associations and brand
attitude in Turkish white-good sector by analyzing two successful brands; Arelik and
Arzum. This study is primarily inspired from the conceptual frame work of brand equity
models of Keller (1998) and Aaker (1991) in which the sources of brand equity are
examined under different sub dimensions including brand associations. A set of 17
variables were created to identify the relationship. Then, attitude was measured for both
Arelik and Arzum.
Data were collected form 400 respondents by convenience sampling and a
series of multiple regression analyzes were conducted for each brand; the results
showed that 17 dimensions explained %85 of the variance that occurs in attitude for
Arelik while %69 of Arzum. Among the 17 variables, for Arelik; quality, color,
functionality, after sales service, design, price, being easy to use, being satisfied for
using the brand, being a prestigious brand and being worth the money paid are

v
significantly linked to attitude towards Arelik; the relationship is positive except the
price while guarantee, portability, after sales service, technology, being easy to use,
being satisfied for using the brand and lastly being worth the money paid are
significantly linked to attitude towards Arzum and the relationship is positive. Lastly,
implications of marketing strategies and policies for firms operating in white-good
sector are provided.

















vi

TABLE OF CONTENTS
NSZ.. i
ZET.....ii
ABSTRACT.iv
TABLE OF CONTENTS.vi
LIST OF TABLES.viii
LIST OF FIGURES..ix



INTRODUCTION.........................................................................................................1
1. BRAND EQUITY.................................................................................................6
1.1. Brand Concept ...............................................................................................6
1.1.1. Definition of Brand ................................................................................7
1.1.2. Importance of Brand...............................................................................8
1.2. Brand Equity Concept ..................................................................................10
1.2.1. Definition of Brand Equity Concept .....................................................14
1.2.2. Sources (Dimensions) of Brand Equity.................................................17
1.2.2.1 Perceived Quality.................................................................................17
1.2.2.2. Brand Awareness ................................................................................20
1.2.2.3. Brand Loyalty .....................................................................................26
1.2.2.4. Brand Associations..............................................................................29
1.2.2.4.1. Attributes......................................................................................32
1.2.2.4.2. Benefits ........................................................................................35
1.2.3. Benefits of Brand Equity......................................................................38
1.3. Choosing Brand Elements to Build Brand Equity.........................................39
1.3.1. Brand Elements Choice Criteria ...........................................................39
1.3.2. Brand Element Options & Tactics ........................................................40
1.3.2.1 .Brand Names.......................................................................................40
1.3.2.2. Symbols ..............................................................................................42
1.3.2.3. Slogans ...............................................................................................43
1.3.2.4.Jingles..................................................................................................44
1.3.2.5. Packaging............................................................................................44
2. ATTITUDE AND ATTUTUDE CHANGE.............................................................46
2.1. Definition of Attitude........................................................................................46
2.2. Attitude Components &Attitude Models ...........................................................47
2.2.1. Cognitive Component ................................................................................47
2.2.2. Affective Component .................................................................................48
2.2.3. Behavioral Components .............................................................................48
2.3. Measuring Attitude and Attitude Change ..........................................................49
2.4. Attitude Change Strategies................................................................................50
2.5. The Link between Brand Associations and Brand Attitude................................51
3. RESEARCH DESIGN AND METHODOLOGY.................................................54

vii
3.1. Research Objectives..........................................................................................60
3.2. Hypotheses .......................................................................................................60
3.3. Variables ..........................................................................................................61
3.4. Research Design ...............................................................................................61
3.4.1. Data Collection Procedure..........................................................................62
3.4.2. Data Collection Instrument and Design ......................................................62
3.4.3. Sampling Procedure ...................................................................................64
3.5. Methods of Data Analysis.................................................................................65
3.5.1. Validity......................................................................................................65
3.5.2. Reliability ..................................................................................................65
3.5.3. Multiple Regression...................................................................................65
3.5.4. t-test...........................................................................................................66
4. RESEARCH FINDINGS.....................................................................................67
4.1. Characteristics of Respondents .........................................................................67
4.2. Reliability Analysis ..........................................................................................70
4.3. Findings............................................................................................................73
5. DISCUSSION AND CONCLUSION..................................................................85
5. 1. Discussion .......................................................................................................85
5.2. Conclusion........................................................................................................90
5.3. Implications of the Study ..................................................................................94
5.4. Limitations of the Study....................................................................................97
5.5. Recommendations for Further Research............................................................98
APPENDIX 1............................................................................................................100
APPENDIX 2............................................................................................................106
APPENDIX 3............................................................................................................109
APPENDIX 4............................................................................................................110










viii

LIST OF TABLES
Table 1: The Importance of Brand for both Consumers & Manufacturers .....................8
Table 2 : Types of Brand Associations (Aaker and Keller Models) .............................30
Table 3 : Classifications of Benefits............................................................................36
Table 4 : Benefits of Brand Equity..............................................................................38
Table 5: Criteria Choosing Brand Elements ...............................................................40
Table 6: Slogans from Turkey ....................................................................................44
Table 7: Arelik with Numbers...................................................................................56
Table 8: Arzum with Numbers....................................................................................57
Table 9: Age Distribution ...........................................................................................67
Table 10: Income Level Distribution ..........................................................................68
Table 11: Frequency of Using Small Home Appliances ..............................................69
Table 12: First White Good Brand Remembered ........................................................69
Table 13: First Product Group Recalled When Arelik is Mentioned ..........................70
Table 14: First Product Group Recalled When Arzum is Mentioned ...........................70
Table 15: Overall Attitude Values (Gender)...............................................................73
Table 16: Overall Attitude Values (Income Level).....................................................74
Table 17: Overall Attitude Values (Education Level).................................................74
Table 18: Overall Attitude Values (Occupation) ........................................................75
Table 19: Multiple Regression Results for 17 Variables (Arelik)...............................77
Table 20: Multiple Regression Results for 17 Variables (Arzum) ...............................78
Table 21: Multiple Regression Results for 4 Variables (Arelik).................................79
Table 22: Multiple Regression Results for 4 Variables (Arzum) .................................79
Table 23: Multiple Regression Results for 2 Variables (Arelik).................................80
Table 24: Multiple Regression Results for 2 Variables (Arzum) .................................80
Table 25: Change in Brand Associations.....................................................................81









ix

LIST OF FIGURES
Figure 1: Building Customer based Brand Equity-Keller Model .................................12
Figure 2: Building Brand Equity-Aaker Model ...........................................................13
Figure 3: A model of Antecedents and Consequences of Brand Origin .......................20
Figure 4: The Awareness Pyramid..............................................................................22
Figure 5: Summary of Brand Knowledge....................................................................25
Figure 6: The Research Model Figure.........................................................................27
Figure 7: Example for Benefit Model of Ro, Vzquez, Iglesias..................................37
Figure 8: The Role of Symbols...................................................................................42
Figure 9: Attitude Components and Manifestations ....................................................49
Figure 10: Conceptual Framework..............................................................................59
Figure 11: Reliability Values of Variables ..................................................................72













1

INTRODUCTION

The recent studies and researches focus that brand is one of the most valuable
assets of the firms. Moreover, brand has a significant role in differentiation of the
product category and the firm in the sector as well as having a great importance with
creating and sustaining relationship with customers. Added to this, brand has a
significant role in building brand image and personality (Ambler and Styles, 1999).
Parallel to this, articles related with brand equity increased by focusing on how to
increase brand equity (Keller, 1998). Different branding strategies also gained
importance such as brand extension and line extension because of the low success
chance of new brands. Therefore, the importance of brand associations was analyzed in
detail in many researches (Esgin, 2002). Both Aaker (1991) and Keller (1998) indicate
that brand associations have a great influence on brand equity and brand loyalty as well.
Brand equity researchs conducted by Aakers (1991, 1996) conceptualization
and Kellers (1993, 1998) framework focuses on the fact that brand creates value for
both the consumer and the firm by providing value to the firm and generating value for
the consumers. They lastly indicate that brand associations are a key element in brand
equity formation and management.
This recent resurgence of research in the area of brand equity can be attributed
to the constantly changing external environment in which we find ourselves. The
challenges of the market place, such as rapid technological innovation, globalization of
markets and the growth of retail power, have led managers to review their current
management practices and hence, have immensely increased the importance of
understanding and measuring various sources of brand equity. (Sinha& Leszczyc, 2000)
Although the researches related with brand equity have increased because of
the great interest in brand equity for the reasons explained above, to date, little research
has been conducted in order to investigate which brand associations have the strongest
effects on consumer attitude and behavior. Some of these works only adopt a theoretical

2
perspective, without performing an empirical test (Keller, 1993, 1998; Teas and
Grapentine, 1996). Moreover, several of the empirical studies made analyze the overall
relation between brand image and consumer response and consumer attitude, that is to
say, without considering the different dimensions of brand associations (Ro, Vzquez,
Iglesias, 2001). Both Aaker (1991) and Keller (1998) have detailed conceptual
frameworks analyzing the increasing effect of brand and brand equity in the success of
firms.
In fact, all the dimensions of brand equity influence the brand equity which
finally effects loyalty and attitude towards the brand from different perspectives. It is
accepted that changing one of the dimensions of brand equity result in a change of
either attitude or loyalty towards brand. Therefore, brand associations, one of the
dimensions of brand equity, get more importance in the last years. It is emphasized that
sub-dimensions of brand associations should be consistent with what the brand says to
customers and brand associations are key components to make change in either brand
equity or attitude towards the brand. (Keller, 1998) Attitude, consumers overall
evaluation of a brand whether good or bad, gets importance since the more favorable
attitude a person has towards a given product/service, the more likely that person is to
buy or use that product/service. (Low &Lamb Jr, 2000) Hence, changing either brand
associations or brand elements result in a change in attitude in either positive or
negative way. Thus, as Hawkins, Best&Covey (2001) indicates that changing
consumers attitude towards an object or brand in a positive way which will influence
intention to purchase the brand is can be accomplished by a change in either brand
associations or brand elements
Brand awareness is also as important as brand associations for successful and
sustainable brand equity and has a great influence on attitude towards the brand since
you cannot have an opinion and finally attitude if you are not aware of that brand. The
resent example of this importance is the high investment in brand awareness using TV,
radio, billboards etc. amounted 10 million dollar in three weeks made by Fortis Bank
after the acquisition of Dbank (zbey, 2005) In this point, brand elements which are
the visible part of the brand such as logo, slogan, jingle and character are the key

3
dimensions to both create awareness which is consistence with the associations of the
brand and are also used to change attitude towards the brand by changing the message
of the brand to customers in a way that customers can follow up. The depth-interview
conducted with Marketing Director of Arelik during this study supports the fact that
change in brand elements and also associations have changed the attitude and finally
sales towards Arelik in a positive way.
Related with the importance of brand elements, in the last years, both in the
world and in Turkey, brands which have high brand awareness started to change their
face of logo such as Unilever, Arelik, Arzum, PTT, Shell, Piyale, mr Pili.
(www.unilever.com.tr, www.arcelik.com.tr, www.arzum.com.tr, www.piyale.com.tr,
www.shell.com.tr, www.ptt.gov.tr, www.omurgida.com.tr, December 2005) Especially
the change Arelik lived in 2004 surprised the sector and academicians since the change
in the brand which had the highest brand awareness in Turkey was perceived as a high
risk to take. Both the lack of researches analyzing the relative effect of all the
dimensions of associations on brand equity and attitude and the recent changes in the
brand elements of successful brands in Turkey and in the world are the main reasons for
the researcher to choose the subject of this study related with brand elements and brand
associations. According the depth-interview conducted with Marketing Director of
Arelik as a part of this study, the high investment in changing the brand elements of
Arelik was seen as a crazy step by many of the professionals in different sectors.
Lastly, Eczacba, one of the leading firms in Turkey, has changed its logo in
2005 explaining that Eczacba needed a change and refreshment after such a
successful history of their brand operating in different sectors in Turkey.
(www.eczacibasi.com.tr, May 2006) The change in brand elements of mr Pili was
evaluated by Nkhet Vardar (2005) as refreshment of a successful brand after a long
period by the acquisition of the brand by Sabanc Group and she continues with
focusing that as in all successful logo changes, the powerful properties of the logo are
protected by updating them based on the change in needs of customers. She summarizes
the result of this change in mr Pili as a great increase in sales and brand image and
adds that this change should be supported by all activities of brand as mr Pili

4
implemented successfully with Pili Aranyor slogan. To sum up, it can be concluded
that the changes in the brand elements of firms indicated above all resulted with success
because of a positive change in attitude and finally increase in sales.
The choice of white good sector in the study is because of the growth in white
sector especially after the crisis in 2001 and high ownership of white-goods by all
customers in different social classes which result in a fact that every one has an attitude
towards white-good brands. Lastly, the reason to choose the brands in the study as
Arelik and Arzum are related with two main subjects; both brands have change their
brand elements in the last year and Arelik with the highest brand awareness and market
share in the sector is the first remembered brand by one of four persons in Turkey
(Vardar, 2005) Since a comparison would be made between two brands, the second
brand should also be in white-good sector, therefore, despite a low brand awareness
compared to Arelik, Arzum was taken into consideration because of both change lived
in 2005 and increase in brand awareness after this change. (Szer, 2005)
Therefore, based on the conceptual models of Aaker(1991) and Keller (1998)
and the trend in the change of brand elements in Turkey and in the word, this theses
statement was prepared. The objectives of this paper are:
1. To analyze the relationship between brand associations (based on the
attributes and benefits that the consumer associates with the brand) and attitude towards
the brand by analyzing all the dimensions of brand associations as well as analyzing the
overall effect of brand associations.
2. To find out the difference between perceptions of change in the brand
elements of Arelik and Arzum and the overall of effect of this change in attitude
towards Arelik and Arzum.
In the first section, brand equity concept will be analyzed in literature review
based on the researches conducted and frameworks prepared. Later, consumer attitude,
attitude formation and attitude change will be reviewed briefly. In the third part of the
study, the purpose of the study, hypotheses, variables and conceptual framework of the
study will be examined. Later, the research methodology will be described. Then, in the

5
fourth part, results of survey which were conducted to 400 people in order to find out
the relationship between brand associations and elements and attitude towards the
original brand in white good sector in Turkey by comparing Arelik and Arzum which
have changed their brand elements in 2004 will be analyzed in detail by comparing the
results with the literature review findings. Lastly, discussions &conclusion will be
stated with the limitations of the study, recommendations for further research in this
area and implications for professionals in white-good sector.
















6

1. BRAND EQUITY

In the last decade, brand equity continues to be one of the critical areas of
marketing management. Tangible and intangible attributes of brands have effects on
brand equity which finally affects the preferences of customers. Besides, price
competition through the overuse of short term price promotions has led to a reduction in
the profitability of brands. This has led retailers and manufacturers to examine ways to
enhance loyalty and brand equity toward their brands. Other issues such as the
escalation of new product development costs and high rate of new product failures has
led firms to acquire, license, and extend brand names to a degree that was once
unimaginable (Myers, 2003).
Besides the reasons indicated above, one of the important questions facing
todays brand managers concerns is how to develop a better understanding of the
appropriate relationship between brand equity and customer attitudes and finally brand
associations and customer attitude. Therefore, there is an increase in the last years in the
number of articles related with branding and brand equity (Taylor, Celuch&Goodwin,
2004).
In this section of the study, firstly the brand concept will be analyzed in detail
with different definitions in the literature and the importance of brand will be discussed.
Secondly, brand equity will be investigated in detail based on Keller (1998) and Aaker
(1991) models which will be mentioned in detail and comparing each model. Later, both
dimensions of brand equity and benefits of brand equity will be discussed. Lastly, the
effect of choosing the most appropriate brand elements on building brand equity will be
analyzed.
1.1. Brand Concept

As the importance of brand concept increased in the last decade, the
number of articles related with definitions of brand and importance of brand increased

7
as well. In this part, definition and importance of brand will be discussed from different
perspectives and finally, a summary of all definitions will be mentioned.
1.1.1. Definition of Brand

There are different brand definitions in the literature which will be mentioned
in detail. The most common one is the definition of American Marketing Association
which defines brand as a name, term, sign, symbol or design, or a combination of them
intended to identify the goods and services of one seller or a group of sellers and to
differentiate them from those of competition. (Keller, 1998) A brand thus signals to the
customer the source of the product and protects both customer and producer from
competitors who would attempt to provide products that appear to be identical. (Aaker,
1991)
According to the definition on the web site (http://en.wikipedia.org/wiki/Brand,
2005, August 22; a brand is the symbolic representation of all the marketing
information connected with a product or service. A brand therefore typically includes a
name, trademark, logo, and other visual elements such as images or symbols. A brand
also encompasses the set of expectations which arise in the minds of all people
associated with a product or service.
Although many consumers use product and brand interchangeable, product is
something that tends to offer a functional benefit whereas brand is a name, symbol,
design or mark that enhances the value of a particular product or service (Keller, 1998)
Consumers view a brand as an important part of the product, and branding can
add value to the product. For instance, most consumers would perceive a bottle of
White Linen perfume as a high-quality, expensive product. But the same perfume in an
unmarked bottle would likely be viewed as lower in quality, even if the fragrance were
identical. Hence, today hardly anything goes unbranded. Even fruits, vegetables and salt
are branded (Kotler&Armstrong, 1999).
Finally, the definitions about brand can be summarized as brand itself is also
as important as the physical properties of product and the brand is related with

8
feelings&experiences with the product as well) and it can be concluded that choosing a
name, logo, symbol or package design (visible parts of the brand) or other attributes
(quality, price and brand associations) that differentiate the brand from others in the
sector are the critical parts during the creation of brand which will be analyzed in detail
in further parts of the project.
1.1.2. Importance of Brand

Importance of brand can be analyzed from two perspectives: from customers
perspective and from manufacturers perspective. The relationship between brands and
consumers can be seen as a type of bond and pact. In this study, the analysis will be
made based on customers perspective. When the manufacturers perspective is
analyzed, it is noticed that this view is mostly related with financial statement of the
firms such as market share and the value of the brand in the financial reports of the
firms. (Keller, 1998) Consumers offer their trust and loyalty with understanding that
brand will behave in certain ways and provide them consistent product performance and
appropriate pricing, promotion and distribution programs. As consumers realize the
benefits and advantages of brand, they likely to continue to buy that brand. Brands also
symbolize the characteristics and attributes of the products.The importance of brand for
both customers and manufacturers are summarized by Keller (1998) in Table 1 below.
Table 1: The Importance of Brand for both Consumers & Manufacturers
CONSUMERS ASPECT
Identification of source of the product
Assignment of responsibility to product maker
Risk reducer
Search cost to reducer
Promise, bond, or pact with maker of the product
Symbolic device
Signal of quality
MANUFACTURERS ASPECT
Means of identification to simplify handling or
tracing
Means of legally protecting unique features
Signal of quality level to satisfied customers
Means of endowing products with unique
associations
Source of competitive advantage
Source of financial returns
Source: Keller (1998), Strategic Brand Management, New Jersey: Prentice Hall, p.7

9
According to Ted Levitt, the new competition is not between what companies
produce in their factories but between what they add to their factory output in the form
of packaging, services, advertising, customer advice, financing, delivery arrangements,
ware housing and other things that people value. Levitt summarizes it as A brand is a
product, then, but one that adds other dimensions to differentiate it in some way from
other products designed to satisfy the same need. These differences can be either
rational or tangible (related to product performance of the brand) or more symbolic,
emotional and intangible (related to what brand represents) (Keller, 1998).
Brands also play a significant role in signaling certain product characteristics to
consumers. Researchers have classified products and their associated attributes or
benefits into three major categories: search products, experience goods and credence
goods. With search goods, products attributes can be evaluated by visual inspection
such as size, color, style, weight and ingredients of the products while with experience
goods, products attributes cannot be easily evaluated by inspection and actual trial and
experience is necessary; durability, service quality, safety, etc. However, with credence
goods, product attributes are rarely learned such as insurance coverage. Hence, because
of the difficulty in evaluate and interpret product attributes and benefits in experience
end credence goods, brands become the most important signals of quality and other
characteristics for these types of products (Keller, 1998).
Finally, as explained below, in order to gain a competitive advantage in the
sector, your product should be differentiated with either tangible or intangible attributes.
In this process, brand has a significant role since brand symbolizes all the attributes
related with the product. Therefore, importance of brand continues to increase as the
competition in the sector increases.





10
1.2. Brand Equity Concept

A product is something that is made in a factory; a brand is something that is
bought by a customer. A product can be copied by a competitor a brand is unique. A
product can be quickly outdated; a successful brand is timeless. Stephen King, WPP
Group, London, (Aaker, 1991, p 1.)
As the importance of brand and brand equity were noticed by professionals and
academicians, the research in the area increased. The main reason is related with the
results of a high and positive brand equity which can be summarized as high loyalty and
positive attitude towards the brand. Added to this, the challenges of the market place,
such as rapid technological innovation, globalization of markets and the growth of retail
power, have led managers to review their current management practices and hence, have
immensely increased the importance of understanding and measuring various sources of
brand equity. (Sinha& Leszczyc, 2000)
Both Aaker (1991) and Keller (1998) have brand equity models generally
accepted Brand Equity Models which will be summarized below. During this project,
both Aaker (1991) and Keller (1998) models were investigated and both models were
used while creating the outline of this project.
According to Keller, building brand equity requires creating a brand that
consumers are aware of and with which consumers have strong, favorable, and unique
brand associations. In general, this knowledge-building will depend on three factors:
The initial choices for the brand elements or identities making up the brand (1) The
supporting marketing program and the manner by which the brand is integrated into it
(2). Other associations indirectly transferred to the brand by linking it to some other
entity (e.g. the company, country of origin, channel of distribution or another brand) (3)
(Keller, 1998)
The following brand equity figure (Figure 1) summarizes Keller (1998) model
in brief. According to Keller, choosing brand elements, developing marketing programs
and leverage of secondary associations result in brand awareness and creation of brand
associations. High brand awareness and favorable, strong and unique brand associations

11
finally creates high brand equity with high brand loyalty, less vulnerable to competition
in the sector and inelastic to price increases. (Keller, 1998)
On the other hand, according to Aaker, the main dimensions of brand equity
are brand loyalty, brand awareness, perceived quality, brand associations and other
proprietary brand assets. These dimensions of brand equity have different effects on
brand which are indicated in Figure 2 in detail below. Finally, these dimensions result in
providing value to customers and firms such as confidence in purchase decision,
satisfaction, brand loyalty, effective and efficient marketing programs.
Consequently, both Keller (1998) and Aaker (1991) models of brand equity
were used in the literature review part of the project. Both models focus on brand
awareness and brand associations. Aaker (1991) assumes perceived quality as a
dimension while Keller analyses the quality of the product in brand associations part.
Finally, both models result in the same findings for successful brand equity: Brand
loyalty, higher margins (inelastic to price increases) and more favorable brand extension
opportunities

12










Figure 1: Building Customer based Brand Equity-Keller Model
Source: Keller (1998), Strategic Brand Management, New Jersey: Prentice Hall, p.69
Choosing Brand Elements

Brand name Memorability
Logo Meaningfulness
Symbol Transferability
Character Adaptability
Packaging Protectability
Slogan
Developing Marketing Programs

Product Functional and symbolic benefits
Price Value perception
Distribution channels Integrate push and pull
Communication Mix and match options
Leverage of Secondary Associations

Company
Country of origin Awareness
Channel of distribution Meaningfulness
Other brands Transferability
Endorser
Event

Brand Awareness
Recall
Depth
Recognition

Purchase
Breadth
Consumption
Brand Associations

Relevance
Strong
Consistency
Desirable
Favorable
Deliverable
Point-of-parity
Unique
Point-of-difference
Possible Outcomes

Greater loyalty
Less vulnerability to
competitive marketing actions
and crises
Larger margins
More elastic response to price
decreases
More inelastic response to price
increases
Increased marketing
communication efficiency and
effectiveness
Possible licensing opportunities
More favorable brand extension
evaluations


13



























Figure 2: Building Brand Equity-Aaker Model

Source: Aaker (1991), Managing Brand Equity Capitalizing on the Value of a Brand
Name, New York:The Free Press, 1991, p. 6
BRAND
EQUITY
BRAND
AWARENESS
BRAND
ASSOCIATIONS
PERCEIVED
QUALITY
OTHER
PROPRIETARY
BRAND ASSETS
BRAND
LOYALTY
Reduced Marketing
Costs
Trade Leverage
Attracting New
Customers
Create awareness
Reassurance
Time to Respond to
Competitive Threats
Anchor to Which Other
Associations Can be
Attached
Familiarity-Liking
Signal of
Substance/Commitment
Brand to be Considered
Reason-to-Buy
Differentiate/Position
Price
Channel Member
Interest
Extensions
Help Process/
Retrieve Information
Differentiation/Position
Reason-to-Buy
Create Positive
Attitude/Feelings
Extensions
Competitive Advantage

Provides Value to Customer
by Enhancing Customers:
Interpretation/Processi
ng of Information
Confidence in the
Purchase Decision
Use Satisfaction
Provides Value to
Firm by Enhancing:
Efficiency and
Effectiveness of
Marketing
Programs
Brand Loyalty
Prices/Margins
Brand Extensions
Trade Leverage

14
1.2.1. Definition of Brand Equity Concept

Although there are different definitions of brand equity concept, most
marketing observers agree that brad equity is defined in terms of marketing effects
uniquely attributable to the brand.
Some definitions indicated by Keller (1998 ) are indicated below:
The set of associations and behaviors on the part of the brands
consumers, channel members, and Parent Corporation that permits the brand to earn
greater volume or margins than it could without the brand name and that gives the brand
a strong, sustainable, and differentiated advantage over competitors. (Marketing Science
Institute)
The added value to the firm, the trade or the consumer with which a
given endows a product. (Peter Farqhuar, Claremont Graduate School)
A set of brand assets and liabilities linked to a brand, its name and
symbol that add to or subtract from the value from the value provided by a product or
service to a firm and/or to that firms customers. (David Aaker, University of California
at Berkeley)
The measurable financial value in transactions that accrues to a product
or service from successful programs and activities. (J. Walker Smith, Yankelovich
Clancy Schalman)
The willingness for someone to continue to purchase your brand or not.
Thus, the measure of brand equity is strongly related to loyalty and measures segments
on a continuum from entrenched users of the brand to convertible users. (Market facts)
Brands with equity provide an ownable, trustworthy, relevant,
distinctive promise to consumers. (Brand Equity Board)



15
According to Harry Vardis (1998) some of the common brand equity
definitions are;
"The value added inherent in a brand."
"The reason consumers pay more for a brand."
"The durability of a brand."
"The power of a brand to maintain a share of market, ROI and cash
flow."
"The brands franchise and the loyalty it commands."
"The set of brand assets and liabilities that add or subtract from the value
provided by a product or service to a firm and/or the firms customers."


Brand equity is a set of brand assets and liabilities linked to a brand, its name
and symbol that add to or subtract from the value provided by a product or service to
affirm and/or to the firms customers. If the brands name or symbol change, some or all
of the assets and liabilities of the brand can be affected. (Aaker, 1991)
The common part of all the definitions indicated above is that brand equity
adds value to the brand which is the reason why customers should buy the product
and why the firm should give importance to brand equity since high brand equity
ends with profitability for firms.
The assets and liabilities of brand equity are analyzed in five main sub groups
by Aaker as in the following: Brand loyalty, name awareness, perceived quality, brand
associations in addition to perceived quality and other proprietary brand assets-patents,
trademarks, channel relationship etc.
Brand equity provides value to both customers and firms. Brand equity assets
help customers interpret process and store information about products and brands.
Besides, they affect customers confidence in the purchase decision because of past-use
experience or familiarity with brand and its characteristics. Furthermore, both perceived
quality and brand associations can enhance customers satisfaction with the use
experience. From the firms aspect, brand equity enhances programs that attracts new
customers or recapture old ones. Perceived quality, the associations and well-known
brand provide reasons to buy and affect the satisfaction which finally enhances brand

16
loyalty which is critical in todays competitive markets. Added to effect on brand
loyalty, brand equity allow firms higher margins and better brand extension
opportunities and lastly, provide a competitive advantage which can be a barrier for
competitors. (Aaker, 1991)
Keller (1998) also supports the brand equity concept created by Aaker
which was explained above. Hence, customer based brand equity is defined as the
differential affect (1) that brand knowledge (2) has on consumer response to the
marketing of the brand.(3) In other words, consumers react more favorably to a product
when the brand has a positive brand equity which finally ends less price sensitive
customers. The three key ingredients in the definition are differential aspect, brand
knowledge and consumer response to the marketing which can be summarized as;
brand equity arises from differences in consumer responses, these differences in
response are a result of consumers knowledge about the brand which means that brand
equity ultimately depends on what resides in consumers mind and lastly, brand equity
resulted because of consumers response is reflected in perceptions, preferences, and
behavior related to all aspects of marketing such as choice of brand, actions to sales
promotions or evaluation of proposed brand extensions.
Based on Keller and Aaker models which were summarized above, the
dimensions of brand equity will be analyzed in the next section from all aspects and a
mixture of both models will be created that will finally be the background of
quantitative research of the project in the third section.






17
1.2.2. Sources (Dimensions) of Brand Equity

Sources of brand equity based on Aaker (1991) and Keller (1998) models
which were discussed above will be analyzed in the following order: Perceived quality,
brand awareness, brand associations, brand loyalty and other proprietary brand assets
1.2.2.1 Perceived Quality

According to Keller (1998), perceived quality is defined as customers
perception of the overall quality of a product or service relative to relevant alternatives
and with respect to its intended purpose. Hence, perceived quality is a global assessment
based on consumer perceptions of what they think constitutes a quality product and how
well the brand rates on those dimensions. In the last years, continual product
improvements increased the quality expectations of customers which finally increased
the number of researches related with quality perception and evaluation.
Kotler&Armstrong(1999) defines product quality as the ability of a product to
perform its functions; it includes the products overall durability, reliability, precisions,
ease of operation and repair and other valued attributes.
General dimensions of product quality can be summarized as in the following:
Performance: Levels at which the primary characteristics of the product
operate such as low, medium, high or very high
Ex. How well does washing machine clean clothes?
Features: Secondary elements of a product that complement the primary
characteristics
Ex. Does toothpaste have a convenient dispenser?
Conformance quality: Degree to which the product meets specifications
and is absent of defects
Ex. What is the incidence of defects?
Reliability: Consistency of performance over time and from purchase to
purchase
Ex. Will the lawn mower work properly each time it is used?

18
Durability: Expected economic life of the product
Ex. How long will the lawn mover last?
Serviceability: Ease of servicing the product
Ex. Is the service system efficient, competent and convenient?
Style and design: Appearance of feel of quality
Ex. Does the product look and feel like a quality product?
Consumers belief along the dimensions indicated above affects the
perception of the quality of the products, which finally influence the attitudes and
behavior of consumers towards a brand that is why many companies created concepts
such as quality function deployment (QFD), total quality management (TQM) etc. based
on the increased importance of perceived quality.
Consumers often combine quality perceptions with cost perceptions to arrive at
an assessment of the value of the product and costs are not just restricted to the actual
monetary price but may also reflect opportunity cost of time, energy and psychological
involvement in the decision that consumers might have.
Aaker (1991) emphasizes the perceived quality as Keller (1998). Aaker
also points out that perceived quality is not necessarily objectively determined because
it a perception and judgments about what is important to customers are also involved in
perceived quality. For instance, perceived quality of a washing machine includes the
judgments about relative importance of features, cleaning actions, types of clothes and
so many other features important for customers.
Perceived quality also differs from satisfaction. A customer can be satisfied
because he/she has low expectations about performance level. It is also different from
attitude. For instance, a positive attitude could be generated since a product of inferior
quality is very inexpensive. (Sethuraman, 2003)
Lastly, how perceived quality generates value and a related research will be
mentioned below: Reason to buy, differentiate/position, a price premium, channel
member interest and brand extensions

19
First of all, high perceived quality is one of the main reasons to buy that certain
brand by influencing which brands are included and which are excluded from the
evoked set of customers. Sometimes customers do not have the ability to access the
information about the product or do not have the motivation to reach the information. In
these situations, perceived quality is the main motivator to buy that brand.
Secondly, perceived quality can be the principal positioning characteristics of a
brand such as a car, computer etc. which creates a competitive advantage in the
sector.Perceived quality also provides the option of charging a premium price.(Aaker,
1991)
Sethuraman (2003) defines national brand equity as the price premium that
consumers would be willing to pay for national brands over a store brand when both
brands have the same true quality when there is no objective quality differential and
mentions about two new concepts Quality Equity versus Non-Quality Equity. He
continues with example of Chrysler; the same car coming out of the same assembly line
seems to command a higher price when it is branded as a Japanese car than when it is
branded a USA make.
Sethuraman (2003) lastly indicates that %30 of the brand equity is due to non-
quality equity which means that perceived quality is %70 of the total brand equity.
Lastly, perceived quality is a good criterion for retailer while deciding whether
to carry that brand in their shelves or not and high perceived quality enables successful
brand extensions; entering a new sector with existing product. (Aaker, 1991)
In a research conducted in 2003 in order to find out the effect of perceived
brand origin associations on consumer perceptions of quality, it was found that
perceived location of the sources of the components of the products significantly
affected the perceptions of overall quality of a brand while perceived location of
corporate ownership did no significantly affect the perceptions of overall quality of a
brand.(Thakor&Lavack, 2003)


20
Figure 3: A model of Antecedents and Consequences of Brand Origin

Source: Aaker (1991), Managing Brand Equity Capitalizing on the Value of a Brand
Name, New York:The Free Press, 1991, p. 396

It can be concluded that perceived quality is an intangible, overall feeling bout
a brand. However, perceived quality is based on underlying dimensions which include
the characteristic of the products such as reliability and performance. Therefore, the
identification and measurement of these underlying factors should be found out in order
to increase the perceived quality which finally will increase brand equity and attitude
towards the brand.
1.2.2.2. Brand Awareness

Brand awareness is being described as being essential for the communications
process to occur as it precedes all other steps in the process. In other words, without
brand awareness occurring, no other communication effects occur. For a customer to
buy a certain brand, they must be aware of that brand first; brand attitude cannot be
formed and intention to buy cannot occur unless the customers is aware of that brand.
Thus, it is widely acknowledged that without brand awareness occurring, brand attitude
and brand image cannot be formed.(Macdonald&Sharp, 2003)
Brand awareness is defined as the ability of a potential buyer to recognize or
recall that a brand is a member of a certain product category by Aaker (1991). Parallel
Antecedents
Location of ownership
Location of manufacture
Location of assembly
Origin of top management
Other (travel, press reports)
Marketing communications
Consequences
Overall quality perceptions
Perceived dimensions of
quality
Brand-related attributes
Price expectations
Perceived value
Purchase intentions
Perceived
Brand
Origin

21
to Aaker, Keller (1998) indicates that creating brand awareness involves giving the
product an identity by linking the brand elements (e.g. brand name, logo or symbol) to a
product category and associated purchase and consumption or usage situations. In other
words, brand awareness can be defined as How well do the brand elements serve the
function of identifying the product?
Brand awareness is analyzed in two sub titles:
Brand recognition: relates to consumers ability to confirm prior exposure to
the brand when given the brand as a cue. In other words, brand recognition requires that
consumers can correctly discriminate the brand as having been previously seen or heard.
(Keller, 1998)
Examples in order to use brand recognition:
o Do you remember having seen this brand before?
o Complete the following words: NI_E, K_DA_(Chandon, 2003)
Brand recall: relates to consumers ability to retrieve the brand from the
memory when given the product category, the needs fulfilled by the category or a
purchase or usage situation as a cue. In other words, brand recall requires the consumers
correctly generate the brand from memory when given a relevant probe.(Keller, 1998)
Examples in order to use brand recall:
o Please name all the brands of beverages/soft drinks/carbonated soft
dirinks you can think of.
o Please name all the brands of beverages you can think of that you
would bring to a party. (Chandon, 2003)
Aaker (1991) investigates brand awareness in the Awareness Pyramid below.
The lowest level, brand recognition is based upon an aided recall test. Respondents are
given a set of brand names from a given product class and asked to identify those they
heard before. Therefore, although there needs to be link between the brand and the
product class, it does not have to be strong. The next level is brand recall which is
asking a person to name the brand in a class that is unaided recall. Hence, unaided

22
recall is more difficult task than recognition and is associated with a stronger brand
position. Lastly, the first-named brand in an unaided recall is top pf mind which is
the main aim of the firms.












Figure 4: The Awareness Pyramid

Source: Keller, K.L. (1993), Conceptualizing, measuring, and managing
customer-based brand equity, Journal of Marketing, Vol. 57, pp.1-22.

Brand Awareness in decision making process should be investigated in three
parts:
Brand awareness and the consideration set (evoked set): Brand awareness
play a crucial role in determining the consideration set: the small set of brands which a
consumer gives serious attention when making a purchase. A brand that is not in the
consideration set cannot be chosen. In other words, if consumer is aware of a number of
brands which fit relevant criteria, he/she is unlikely to expend much effort in seeking
out information about unfamiliar brands. (Macdonald&Sharp, 2003)


Top
of
Mind
Brand Recall
Brand Recognition
Unaware of Brand

23
Brand awareness as a heuristic: Consumers do not always spend a great
deal of time making purchase decisions; they minimize the costs of decision making in
terms of time spent and cognitive effort, by employing the simple rules such as buy
the brand Ive heard of especially in low-involvement situations where a minimum
level of brand awareness is sufficient for choice.
Brand awareness enhances perceived quality: It was proved significantly
that brand awareness influenced the perceived quality of the brand and especially for
low involvement products, familiarity had a greater magnitude effect on the quality of
the perception of a brand than either price or packaging. (Hoyer&Brown, 1990)
According to Keller (1998), it is generally easier to recognize a brand than it is
to recall it from the memory. Added to this, relative importance of brand recalls and
brand recognition depend on the extent to which consumers make product relate
decisions. For instance, if product decisions are made in the store, brand recognition
gets more importance since the brand will be physically present. However, outside the
store, when the brand is not present, customers should recall the brand from their
memory. Therefore, whether brand recognition or brand recall will occur depends on
the situation and where the customer is.
The main consequences of high brand awareness are as in the following:
(Keller, 1998)
Firstly, according to many researchers, consumers are rarely loyal to one brand
but instead, they consider buying set of brands they actually buy regularly. Therefore,
since consumers consider only a few brands, the brand should be in the consideration
set which means that other brands should be less recalled.
Secondly, creating high level of brand awareness is that brand awareness can
affect choices among brands in the consideration set even if there are no other
associations to those brands especially in low-involvement products.
To mention about brand knowledge and brand image briefly, it can be said that
brand knowledge is the key to create brand equity in the memory mentioned in Figure 5,

24
including a composite of both brand associations and brand image; which is created by
marketing programs that link to strong, favorable and unique associations in the
memory (Keller, 1998).
Lastly, brand awareness influences the formation and strength of brand
associations which finally make up the brand image. In other words, brand awareness is
necessary, but not always sufficient, step in building brand equity. Therefore, brand
image is recognized as an important concept which is defined as Perceptions about a
brand as reflected by brand associations held in consumer memory. Strength,
favorability, and uniqueness of brand associations which will be analyzed in further
parts play an important role in building brand equity and attitude towards the brand.


25















Figure 5: Summary of Brand Knowledge

Source: Keller (1998), Strategic Brand Management, New Jersey: Prentice Hall, p.94
Brand
Knowledge
Brand
Image
Brand
Awareness
Types of brand
Associations
Favorability of brand
associations
Strength of brand
associations
Uniqueness of brand
associations
Attitudes
Benefits
Attributes
Product related
Non-product-related
Functional
Experiental
Symbolic
Price
User/Usage
Image
Brand
Personality
Feelings&
Experiences
Brand
Recall
Brand
Recognition

26

To sum up, as it was explained in the above with examples and different
accepted models, brand awareness is as important as perceived quality and other assets
of liabilities of brand equity. Firms should give great importance to brand awareness in
order to be in the evoked (consideration) set of consumers which will finally affect the
customers attitude and purchase decisions.
1.2.2.3. Brand Loyalty

Loyalty is a sophisticated construct to determine and define. According to
Taylor(2004), loyalty is .a deeply held commitment to rebuy or repatronize a
preferred product/service consistently in the future, thereby causing repetitive same-
brand or same-brand set purchasing, despite situational influences and marketing efforts
having the potential to cause switching behaviors.
It is believed that the ultimate customer loyalty is a function of perceived
product superiority, personal fortitude, social bonding, and their synergistic effects.
(Taylor, Celuch&Goodwin, 2004)
Keller (1998) suggests that loyalty definitions should include both attitudinal
and behavioral loyalty by concluding that the term loyal can be interpreted in different
ways, ranging from affective loyalty what I feel to behavioral loyalty what I do.
Similarly, Taylor&et all, 2004) analyzes loyalty as a function of behavioral loyalty and
attitudinal loyalty as indicated below.






27











Figure 6: The Research Model Figure

Source: Taylor, S.A., Celuch, K.& Goodwin, S., (2004). The Importance of
Brand Equity to Customer Loyalty , Journal of Product&Brand Management, Vol.13,
pp.217-227
According to the research findings of Taylor (2004), behavioral loyalty is
largely a function of brand equity and trust. Affect, resistance to change, and value also
contribute to behavioral loyalty, although to a lesser effect. Interestingly, there is no a
significant relationship between satisfaction and behavioral loyalty. Similarly,
attitudinal loyalty is also significantly related to brand equity and trust. However, unlike
behavioral loyalty, satisfaction also contribute to attitudinal loyalty with a lesser effect
and there is not a significant relationship between attitudinal loyalty and neither value
nor resistance to change.
Satisfaction
Value
Resistance to change
Trust
Affect
Brand Equity
Behavioral
Loyalty

Attitudinal
loyalty

28
Aaker (1991) indicates that brand loyalty is the core of brand equity and
explains it with the following example:
If consumers are indifferent to the brand and in fact, buy the brand with respect
to features, prices and convenience, there is likely only a little brand equity. If, on the
other hand, consumers continue to purchase the brand even in the face of competitors
with superior features, prices or convenience, it can be concluded that substantial value
exist in the brand. Based on this example, it can be summarized that brand loyalty is e
measurement of attachment of consumers to the brand and it reflects how likely a
customers will be switch to another brand especially when there is a change in the
brands or in the competitors features, prices etc.
Brand loyal customers have the following mindset: I am committed to this
brand. ,I am willing to pay a higher price for this brand over other brands. And I
will recommend this brand to others. (Hofmann&Giddens, 2002).
Importance of brand loyalty can be summarized as; higher sales volume,
premium pricing ability, retain rather than seek, reduced marketing costs, trade
leverage: attracting new customers and lastly time to respond to competitive threats
(Hofmann&Giddens, 2002 &Aaker, 1991).
Finally, brand loyalty is also as important as other dimensions of brand equity.
Furthermore, it is different from other dimensions since brand loyalty is mostly related
to experience. In other word, brand loyalty cannot exist without any prior purchase or
use experience. On the other hand, other major dimensions (perceived quality,
awareness and brand associations) can exist without any experience with the brand.
Lastly, loyalty is influenced by perceived quality, awareness and brand associations
which are the main factors that lead customers to make his/her brand preference.



29

1.2.2.4. Brand Associations

Apple produced a good computer, the Apple II, but created a great distinction.
It made using s computer a friendly, unintimidating process. Everything at Apple,
from its logo to its down-to-earth founders, underscores its uniqueness. Tom Peters
(Aaker, 1991, p.104)
A brand association is anything linked in memory to a brand. For instance,
McDonalds can be linked to Ronald McDonald character or Golden arches, kids,
feeling having fun etc. Added to this, brand associations not only exists but also have a
level of strength. Furthermore, link to the brand will be stronger when it based on many
experiences or exposures to communications. Hence, if the link between kids and
McDonalds were based only on some ads showing kids at McDonalds, it would be
weaker than if the link involved a birthday-party experience at McDonalds. (Aaker,
1991)
The meaning a customer associates with a brand upon hearing brands jingle or
seeing brand name, logo, or color scheme profoundly influences how well brand is
remembered. Associations are the mental shortcuts to a company's brand promise and
an important part of creating customer loyalty. Successful associations help brand
develop deeper customer relationships by influencing in a positive way your customers'
senses, minds, and emotions during the buying experience. Brand associations exist
whether you manage them or not. If which associations of brand customers react
positively to, companies can build them into an even stronger online asset. Coca Cola
has done a masterful job building both the color red and the contoured-bottle shape as
visual and tactile brand associations. Its home page is saturated with the company's
signature red. McDonald's golden arches are the universal symbol for fast food, close by
as indicated below. (LePla, 2005)
Moreover, researchers have found that brand associations have a positive
influence on consumer choice, preferences and intention of purchase, their willingness
to pay a price premium for the brand, accept brand extensions and recommend the

30
brand to others (Park and Srinivasan, 1994; Cobb-Walgren et al., 1995; Agarwal and
Rao, 1996; Hutton, 1997; Yoo et al., 2000).
Keller (1998) emphasizes that strength, favorability and uniqueness of brand
associations are also important determinants in brand decision. Therefore, added to the
number of associations (QUANTITIY) linked to the brand which will be explained
below, strength which affects the recall of the association, favorability which creates a
positive overall attitude and finally uniqueness of the brand association (QUALITY)
have a great influence in brand decision process.
Both Keller (1993,1998) and Aaker (1991) analyze types of brand associations
in similar ways. Types of brand associations are as in the following;
Table 2 : Types of Brand Associations (Aaker and Keller Models)
According to Keller (1998); According to Aaker (1991);
Attributes
o Product-related attributes (features,
ingredients, performance etc.)
o Non-product-related attributes
Price
User imagery (i.e. what type of
person uses the product or service)
Usage imagery (i.e. where and
under what types of situations the product or service
is used)
Feelings and experiences
Brand personality
Benefits
o Symbolic benefits
o Experiential benefits
Product attributes
Intangibles
Customer benefits
Relative price
Use/application
User/Customer
Celebrity/person
Life style/personality
Product class
Competitors
Country/geographic area
Source: Keller (1998), Strategic Brand Management, New Jersey: Prentice Hall and
Aaker (1991), Managing Brand Equity Capitalizing on the Value of a Brand Name,
New York:The Free Press, 1991
In this thesis, Keller model with the contributions from Aaker model will be
used as in the following parts. However, before the types of brand associations,
ASSOCIATIONS, IMAGE &POSITIONING will be mentioned briefly.

31
Brand image defined as set of associations by Aaker (1991), has also given
importance by Keller (1998) who defined brand image is perceptions about a brand by
the brand associations held in consumer memory. Brand associations are other
informational nodes linked to the brand node in memory and contain the meaning of
brand for customers. Furthermore, the strength, favorability and uniqueness of brand
associations play an important role in differential response that makes up brand equity.
To sum up, both associations and image represent perceptions which may or
may not reflect reality. Positioning is closely related to the associations and image
concepts except that it implies a frame of reference, the reference point usually being
competition. In other words, a well-positioned brand will have a competitively attractive
position supported by strong associations. For instance, the Bank of California is
positioned as being smaller and friendlier than Bank of America. The focus is thus on
an association or image defined in the context of an attribute (friendliness) and a
competitor. (Bank of America) (Aaker, 1991)
Finally, brand associations create value by helping the information about brand
retrieve from the memory, differentiating the brand, being a reason to buy the brand,
being basis for brand extensions and lastly, which is one of the aims of this thesis,
creating positive attitudes&feelings towards the brand. (Aaker, 1991)









32
1.2.2.4.1. Attributes

Attributes are those descriptive features that characterize a product or service,
such as what a consumer thinks the product or service is or has and what is involved
with its purchase or consumption. Keller (1998) categorize attributes according to how
directly they relate to product or service performance: Product Related Attributes and
Non-Product Related Attributes
Details will be analyzed below. Before this categorization, it should be added
that most used positioning strategies is based product attributes or characteristics and as
the attribute is meaningful for the customer, the association can directly translate into
reason to buy or not to buy that brand. (Aaker, 1991)
Keller (1998) analyses the possible attributes and benefits that exist for Levis
501 as in the following which is an overall example of all the attributes that will be
mentioned in the next part of the thesis:
Product related attributes : Blue denim, shrink-to-fit cotton fabric,
button-fly, two horse patch and small red pocket tag
Non product related attributes :
o User imagery : Western, American, blue collar, hard
working, traditional, strong, rugged and masculine
o Usage imagery : Appropriate for outdoor work and casual
social situations
o Brand personality : Honest, classic, contemporary,
approachable, independent and universal
Benefits
o Functional benefits : High quality, long-lasting and durable
o Experiental benefits : Comfortable fitting and relaxing to wear
o Symbolic benefits : Feelings of self confidence and self-
assurance



33
1.2.2.4.1. 1. Product Related Attributes

Keller (1998) defines product related attributes as Ingredients necessary for
performing the product or service function sought by consumers. In other words,
product related attributes refer to products physical composition or a services
requirements.
For instance, Crest became the leader toothpaste by obtaining a strong
association with cavity control while Volvo stressed its durability. (Aaker, 1991)To
sum up, all features and ingredients can be product related attributes.
1.2.2.4.1. 2. Non-Product Related Attributes

Non product related attributes is defined as External aspects of the product or
service that often relate to its purchase or consumption some way but they do not
directly affect the performance by Keller (1998).
All kinds of associations can become linked to the brand that do not directly
affect the performance of the product, for example, the color of the product or look of
its package, the company or person that make the product and the country in which it is
made, the type of store in which it is sold, the people who endorses the product and so
on. (Aaker, 1991)
Price: Although price of the product is necessary in purchasing step, it does
not directly relate to the product or service performance. The reason why price is
important for customers is that customers often have strong beliefs about price and
value of the brand and organize their category knowledge in terms of price. (Keller,
1998) In other words, relative price of the brand compared to other brands is a good
signal for consumer in order to make some judgments about the price. Furthermore,
price is used as a positioning strategy in some sectors such as hotels. Furthermore, the
premium segment is enticing in many markets because it often represents an area with
high growth and high margins somehow protected from price cuts or are less vulnerable
to price increases. (Aaker, 1991)

34
User&Usage imagery: Usually form from the consumers own experience as
well as contact with brand users or communication in brand advertisement or by some
other information such as word-of-mouth.
Brand users are usually described based on demographic factors such as
gender, age, race and income. For instance, three beer drinkers are perceived as in the
following:
Budweiser drinker: Tough, grizzled, blue collar
Miller drinker: Light-blue collar, civilized and friendly
Coors drinker: Somewhat more feminine image Usage situations usually are
based on time of the day, week, or year, the location (inside or outside home) or type of
activity. (Keller, 1998)
In a study conducted by Aaker (1991), coffee revealed nine relevant use
contex: to start day, between meals alone, with lunch, at dinner with guest co on.
Feelings&experiences: Emotions used in product ads give products meaning
and increase product use satisfaction while also enhancing product perceptions. In other
words, feeling associated with a brand and emotions they evoke can become so strongly
associated that they are accessible during product consumption or use. (Keller, 1998)
Brand personality/Life style: Brands take on personality similar to people; a
brand can be modern, old fashioned, lively or exotic. Brand personality reflects how
people feel about a brand rather than what they think the brand is. Therefore, a brand
with right personality can result in a consumer feeling that the brand is relevant and my
kind of product. Finally, consumers may be willing to invest relationship or friendship
with the brand which finally affects the attitude and loyalty to the brand supports this
thesis. (Keller, 1998)
To sum up, Keller (1998) and Aaker (1991) agree on that user imagery and
brand personality should be consistent with each other which should be emphasize in

35
ads since consumers usuallay choose brands that have a brand personality that is
consistent with their own self-concept.
Country of origin: Country can be a strong symbol, as it has close
connections with products, materials and capabilities. Thus, Germany is associated with
beer and upscale automobiles, Italy with shoes and leather goods and France with
fashion and perfume. Furthermore, there can be sharp differences between countries
with respect to peoples perceptions. (Aaker, 1991)
Celebrity: A celebrity often has strong associations and liking a celebrity with
a brand can transfer those associations to the brand. For instance, Marlboro man have
strong identities and associations. (Aaker, 1991)
1.2.2.4.2. Benefits

Benefits are defined as personal value and meaning that consumers attach to
the product or service attributes-what consumers think the product or service can do for
them and what it represents more broadly. For instance, benefits of an air conditioner
might include comfort, how quietly it performs and how it performs under adverse
weather conditions. (Keller, 1998)
Aaker (1991) supports Keller (1998) by adding that since most product
attributes provide customers benefits, there is usually one-to-one correspondence
between product attributes and benefits. Thus, cavity control is both a product
characteristic of Crest and a customer benefit. Likewise, BMW is good-handling (a
product characteristic) providing the customer driving satisfaction (a customer benefit.)
There is different classification of benefits in literature which was summarized
below:




36
Table 3 : Classifications of Benefits

Source: Keller (1998), Strategic Brand Management, New Jersey: Prentice Hall and Aaker
(1991), Managing Brand Equity Capitalizing on the Value of a Brand Name, New York:The
Free Press, 1991
Hsieh & Lindridge (2005 ) focused on benefit-based brand associations. The
following four brand image dimensions underlying brand associations were identified
and it was found that there was a significant relationship between benefits and consumer
needs and finally consumer attitudes.
the symbolic dimension including prestigious and luxury features;
the sensory dimension including exciting, good acceleration and
speed and fun to drive;
Keller (1998) Aaker (1991) Ro, Vzquez, Iglesias (2001)
Functional benefits:
Corresponds to product related attributes.
Functional benefits of Shampoos: Eliminate
dandruff, remove greasiness
Ex. Timex, Volkswagen
Symbolic benefits:
Corresponds to non-product related attributes
Symbolic benefits of shampoos: Beautiful people
Ex. Calvin Klein, Rolex, Gucci
Experiental benefits:
Corresponds to both product and non-product
related attributes, relates to what it feels like to
use the product
Experiental benefits of shampoos: Feeling of
beauty and cleanliness while using the product
Ex. Nike, Kodak
Rational benefits:
Related to product attributes
Psychological benefits:
Related to feelings while buying
or using the product
Ex: Aventi shampoo for men
Your hair will be thick, full of
body (rational benefit)
Youll look and feel terrific
(psychological benefit)













Product associated benefits (related to
tangible or physical attributes)
Functional benefits: Evaluation of the brand in
a rational and practical manner
Symbolic benefits: Evaluation of the brand
using subjective criteria.
Brand name associated benefits (related to
intangible attributes)
Functional benefits: Evaluation of the brand in
a rational and practical manner
Symbolic benefits: Evaluation of the brand
using subjective criteria.


37
the economic dimension consisting of good fuel economy, dealer
service and good value for money;
the utilitarian dimension including reliable, made to last and safe in
accidents; and
the futuristic dimension consisting of latest technology and good styling.

















Figure 7: Example for Benefit Model of Ro, Vzquez, Iglesias

Source: A. Beln del Ro, Rodolfo Vz, Vctor Igl, 2001, The role of the brand
name in obtaining differential advantages, Journal of Product & Brand Management,
Volume 10 Number 7 2001 pp. 452-465, p.32
To sum up, all three analyzes benefits in two main parts; related with product
attributes and related with non-product attributes. Therefore, as in literature explained
Product
Benefits
Symbolic Functional Functional Symbolic
Brand Name
Benefits
Benefits
-Comfort
-Safety
-Duration
-Social
identification
-Status
-Personal
identification
Guarantee Aesthetics













Examples:

38
above, benefits will be analyzed in 2 sub titles; product benefits and brand name
benefits. Ro, Vzquez, Iglesias (2001) in his study indicates that in brand name related
benefits (intangible benefits) consumers observe greater inter-brand differences than in
product related benefits which means that brand name related attributes (intangible
attributes) is complementary for product related attributes and is more efficient than
product related attributes for providing the firm a comparative advantage. Therefore,
this fact will also be analyzed in the research part.
1.2.3. Benefits of Brand Equity

Keller (1998) summarizes the benefits of brand equity as in the following
below that is why the importance of brand equity increased in yhe last decade:
Table 4 : Benefits of Brand Equity
Greater loyalty
Less vulnerability to competitive marketing actions
Less vulnerability to marketing crisis
Larger margins
More inelastic consumer response to price increases
More elastic consumer response to price decreases
Greater trade cooperation and support
Increased marketing communication effectiveness
Possible licensing opportunities
Additional brand extension opportunities
Source: Keller (1998), Strategic Brand Management, New Jersey: Prentice Hall, p.53




39
1.3. Choosing Brand Elements to Build Brand Equity

Whats in a name? That which we call a rose by any other name would smell
as sweet. William Shakespeare (Aaker, 1991, p.181)
Brand elements, sometimes called brand identities are those trademarkable
devices that serve to identify and differentiate the brand. The main brand elements are
brand names, logos, symbols, characters, slogans, jingles and packages. (Aaker, 1991)
Keller (1998) indicates that brand elements are chosen to both enhance brand
awareness and facilitate the formation of strong, favorable and unique brand
associations which is one of the aims of this thesis. Therefore, brand elements are
thought to be affective in building brand equity.
Dillion, Madden, Kirmani&Mukherje (2001) analyzed brand ratings of
customers in a different methodology and tried to create a model for assessing brands in
general. They divided the assessing process in two different parts: BASc (brand specific
associations which are features, attributes and benefits) and GBIs (general brand
impressions about brand that are based on e more holistic view.) They found out that the
influence of BASc and GBIs depend on both brand experience and brand positioning.
For instance, for consumers who possess low brand experience, GBIs appear to
influence brand ratings through attributes on which brand is well positioned and
importance of BSAs is stronger for consumers who have direct brand-usage experience.
1.3.1. Brand Elements Choice Criteria

Five criteria that Keller (1998) and Aaker (1991) indicate as the criteria
choosing brand elements are; memorability, meaningfulness, transferability,
adaptability and protectability which are summarized below:





40
Table 5: Criteria Choosing Brand Elements
1. Memorable
Easily recognized
Easily recalled
2. Meaningful
Descriptive
Persuasive
Fun and interesting
Rich visual and verbal imagery
3. Protectable
Legally
Competitively
4. Adaptable
Flexible
Updatable
5. Transferable
Within and across product categories
Across geographical boundaries and cultures
Source: Keller (1998), Strategic Brand Management, New Jersey: Prentice Hall, p.132
Memorable and meaningful set of brand elements are easily recognized and
recalled and persuasive. Moreover, memorable and meaningful brand elements increase
brand awareness and link brand associations which finally affect the behavior of
consumer. (Keller, 1998) Added to this, the more adaptable and flexible the brand
elements, the easier it is to update.
1.3.2. Brand Element Options & Tactics

According to Keller (1998), choosing brand elements strategically is quite
important in order to build brand equity; in other words, the choice of the right brand
element can really make a useful contribution to brand equity.
1.3.2.1 .Brand Names

The name is the basic core indicator of the brand, the basis for both awareness
and communication efforts. Often even more important is the fact that it can generate
associations which serve to describe the bran-what it is and what it does. In other words,
the name actually form the essence of the brand concept.(Aaker, 1991).
The best example for this is Apple as the name of personal computer, since
Apple was a simple but well-known word that was distinctive facilitating the brand

41
awareness. The meaning of the name also gave the company a friendly shine and
warm brand personality. Moreover, the name also could be reinforced visually with a
logo that could easily transfer across geographical and cultural boundaries.
Srinivasan&Till (2002) tried to find out the influence of brand name on
consumers evaluation of different brand types in their research and analzyzed attributes
in three parts as search attributes (ones that can be verified prior to purchase through
direct inspection), experience attributes(ones that can be verified after use only) and
lastly credence attributes (ones that are difficult to verify even after use) by giving the
example of mouthwash; in which search attribute is the color, experience attribute is
taste and lastly credence attribute plaque reduction. They found out trial of the brand
changed the perception of the customers evaluation of the attributes.
Rio, Vazquez&Iglesias (2001) analyzed the role of brand name in obtaining
differential advantage in their research. They break down the consumer evaluation in
two dimensions: evaluation related to product attributes (tangible or physical attributes)
and evaluation related to the brand name (intangible attributes or images added to the
product due to its brand name) and indicated that consumers evaluated the brand
according to the following four dimensions: Functional dimensions associated with the
product (comfort, safety, duration vb.), symbolic dimensions associated with the
product (aesthetics), functional dimensions associated with the brand name (guarantee,
perceived quality, trust, value-for-money, improved performance), symbolic dimensions
associated with the brand name (identify consumer, express status, social identification)
and finally, in the research, it was found that the differences perceived regarding brand
name related benefits is greater that the differences regarding product benefits and
product based benefits are highly correlated to brand name benefits.
To sum up, choosing a memorable name is valuable, it is often necessary for
the brand to have a broad meaning; in other words, the brand names should reinforce
important attributes or benefit association that makes up the product positioning.
Finally, it can be concluded that creating the right brand name has positive contribution
on brand equity (Keller, 1998).

42
1.3.2.2. Symbols

According to Aaker (1991), when products and services are difficult to
differentiate, a symbol/logo can be the central element of brand equity, the key
differentiating characteristics of brand. Keller (1998) agrees that although the brand
name is the central element of brand, visual brand elements often play a critical role in
building brand equity especially in terms of brand awareness. Added to this, like brand
names, logos have meaning and associations that change consumers perceptions of the
brand. Unlike brand names, logos can be changed over time to achieve a more
contemporary look. Aaker (1991) summarizes the role of logos as below:












Figure 8: The Role of Symbols

Source: Aaker (1991), Managing Brand Equity Capitalizing on the Value of a Brand
Name, New York:The Free Press, 1991, p. 198

Symbols can be logos, packages, people, scenes, cartoon characters etc. Logos
have a long history as a means to indicate origin, ownership, or association. There are
many types of logos, ranging from corporate names or trademarks written in a
distinctive form or hand. Unlike from brand names, since logos are non-verbal, they can
Awareness Associations
Liking
SYMBOLS
Perceived Quality Loyalty

43
be changed or updated as needed over time. (Aaker, 1991) Characters represent a
special type of brand symbol-one that takes on human characteristics. Recent character
in Turkey is ELK-ARELK.

Source: www.arcelik.com.tr , 21.02.2006

Hawkins, Best&Covey (2001) indicate that logos influence the image
consumers have of firms; even the typing style of logo affects how the consumers
evaluate the brands attributes. For instance, Memorex audiotapes were perceived
different in four different typing types based on quality, best for recording music,
poorest value and finally preference. That is why companies should take into
consideration the impact of logos on consumers evaluation of the brand. The logos that
have been updated in the last years are: Arelik, Eczacba, Arzum, Shell and Vestel
To sum up, symbols can communicate associations; even specific attributes as
well as they create awareness since they are easily recognized. They also have meaning
and associations that change the customer perception of the company which will be
trying to be proven in this thesis. (Keller, 1998)
1.3.2.3. Slogans

Slogans are short phrase that communicate descriptive and persuasive
information about the brand. Slogans are powerful branding devices because, like brand
names, they are extremely efficient, shorthand names to build brand equity. Added to
this, most importantly, slogans can help reinforce brand positioning and create brand
image. Lastly, slogans remove ambiguity from the name and symbol. (Keller, 1998)


44
Table 6: Slogans from Turkey

Name of The Company Logo Slogan Source
VESTEL

Teknolojinin Trkesi!
(www.vestel.com.tr)

ARELK



Arelik demek, yenilik
demek!

(www.arcelik.com.tr)

ARZUM


Her iin bir arzumu vardr!

(www.arzum.com.tr)

MR PL

Aranan Pili Bulundu! (www.omurgida.com.tr)
Source: Generated by the author.
1.3.2.4.Jingles

Jingles are musical messages written around the brand. They usually have
enough catchy hooks and choruses to become almost permanently registered in the
minds of listeners sometimes whether they want them or not. Jingles can be thought
musical slogans and therefore, they can be thought as a brand element. What makes
jingles important is that they communicate brand benefits and relate to brand
associations which finally create brand awareness. (Keller, 1998)
1.3.2.5. Packaging

Packaging can have important brand equity benefits for a company; usually the
strongest associations that customers have with a brand relates to the look of packaging.
In other words, packaging becomes an important means of brand recognition. Lastly,
packaging affects consumers perception of the brand. (Keller, 1998)

45
To sum up, all the brand elements discussed above play a different role in
building brand equity. Also the entire set of brand elements can be thought as making
up the brand identity which reflects the contribution of all brand elements to awareness
and image and the cohesiveness of brand identity depends on the extent to which the
brand elements are consistent.

















46

2. ATTITUDE AND ATTUTUDE CHANGE
An attitude is an enduring organization of motivational, emotional, perceptual,
and cognitive process with respect to some aspect of our environment. It is learned
predisposition to respond in a consistently favorably or unfavorably manner with
respect to a given object. Thus, an attitude is the way we think, feel, and act toward
some aspect of our environment such as retail store, television program or product.
(Hawkins, Best & Coney, 2001) Karjaluoto, Mattila&Pento (2002) adds that attitudes
are said to develop over time through a learning process affected by reference groups,
past experience and personality and they indicated that attitude theory suggest that the
more favorable attitude a person has towards a given product/service, the more likely
that person is to buy or use that product/service.

2.1. Definition of Attitude

Low &Lamb Jr(2000) defines brand attitude as consumers overall evaluation
of a brand whether good or bad (Mitchell and Olson, 1981). Semantic differential
scales measuring brand attitude have frequently appeared in the marketing literature.
Bruner and Hensel (1996) reported 66 published studies which measured brand attitude,
typically as the dependent variable in research on product line extensions or advertising
affects. Consumer attitudes toward brands capture another aspect of the meaning
consumers attach to brands in memory which affects their purchase behavior.
Functional theory of attitudes to account for different types of roles that
attitudes play are; Utilitarian function deals with attitudes formed on the basis of
rewards and punishments. Ex: Does it give you pleasure or pain? Do you like it or hate
it? Ego-Defensive function deals with attitudes formed to express an individuals
central value or self-concept .Ex. What self-doubts does it help you overcome? Value-
Expressive function deals with attitudes formed to express an individual from either
external threats or internal feelings or insecurity. Ex. What does the product say about
you?Knowledge function deals with attitudes formed to satisfy an individuals need to

47
order, structure, and meaning. Ex.Does the product meet your needs for order and
structure?
To sum up, consumers thus form attitudes toward brands to provide the
function they are seeking. Thus, they might like and use certain brands because they
satisfy their needs (utilitarian function), allow themselves to express their personality
(value-expressive function), bolster a perceived weakness they have (ego-defensive
function) or simplify decision making (knowledge function) Low &Lamb Jr(2000).
2.2. Attitude Components &Attitude Models

Hawkins, Best & Coney (2001) analysis attitude models in three components:
2.2.1. Cognitive Component

Consists of a consumers beliefs about an object. For most attitude objects, we
have a number of beliefs.
For example; we may believe that Mountain Dew;
1. Is popular with younger consumers
2. Contains a lot of caffeine
3. Is competitively priced
4. Is made by a large company

The more positive beliefs that are associated with a brand, the more positive
each belief is; and the easier it is for the individual to retrieve or recall the beliefs, the
more favorable the overall cognitive components is presumed to be.
Most widely accepted approach to actually modeling attitudes is based on
multiattribute formulation attitude model of Fishbein, in which brand attitudes are seen
as a function of associated attributes and benefits that are salient for the brand as in the
following:


48
n
A
B
=W
B
X
B
=1
A
B=
Consumers attitude toward a particular brand B
W
B=
The importance the consumer attaches to attribute i.

X
B=
Consumers belief about the brand bs performance on attribute i.

n=Number of attributes considered.
(Hawkins, Best & Coney, 2001, p.396.; Keller, 998, p.101)
Keller (1998) indicates that overall brand attitudes depend on the strength of
association between the brand and salient attributes or benefits and the favorability of
those beliefs.
2.2.2. Affective Component

Our feelings or emotional reactions to an object represent the effective
component of an attitude. A consumer who states that, I like Diet Coke or Diet Coke
is a terrible soda is expressing the results of an emotional or affective evaluation of the
product. Due to unique motivations and personalities, past experiences, reference
groups, and physical conditions, individuals may evaluate the same feeling in different
ways.(Hawkins, Best & Coney, 2001)
2.2.3. Behavioral Components

The behavioral components of an attitude is ones tendency to respond in a
certain manner toward an object or activity: a series of decisions to purchase or not to
purchase Diet Coke or recommend it or other brands to fiends would reflect the
behavioral component of attitude.
All three components (cognitive component(beliefs), affective component
(feelings) and behavioral component (response tendencies) should be consistent which
means that a change in one attitude component tends to produce related changes in other
components. (Hawkins, Best & Coney, 2001)

49





Measuring Brand Associations
Measuring Attitude

Base on Keller&Aakers research tittled Consumer Evaluations of Brand Extensions in
1990), Barrett, Lye & Venkateswarlu, 1999, measured attitude towards the extension as
in the following:
The dependent variable was ATTITUDE, the attitude toward the extension,
operationalised as
the average of QUALEXT (the perceived quality of the extension) and TRY (the
likelihood of
trying the extension), each measured using a seven-point scale2. Independent variables
and
measures were: QUALITY (1 = inferior, 7 = superior); SUBSTITUTE (1 = extremely
unlikely, 7 = extremely likely); COMPLEMENT (1 = extremely unlikely, 7 = extremely
likely); TRANSFER (1 = extremely unhelpful, 7 = extremely helpful); and,

Figure 9: Attitude Components and Manifestations

Source: Hawkins, D.I, Best, R.J, Coney, K.A. (2001), Consumer Behaviour Building
Marketing Strategy, 8
th
edition, McGrawhill, USA, p.39.

2.3. Measuring Attitude and Attitude Change

Brand attitudes are usually measured independent of purchase situation;
behavioral intentions are based on a combination of the attitude toward a specific
behavior the social or normative beliefs about the appropriateness of the behavior, and
the motivation to comply with normative beliefs. Thus, a consumer might have a very
favorable attitude toward having a drink before dinner at a restaurant. However, the
intention to actually order drink will be influenced by consumers beliefs about the
appropriateness of ordering a drink in that situation. Although it is difficult to measure




Stimuli:
Products,
situations, retail
outlets, sales
personnel,
advertisements
and other
attitude objects.
Affective
Cognitive
Behavioral
Emotions or feelings
about specific
attributes or overall
objects
Beliefs about
specific attributes
or overall objects
Behavioral
intentions with
respect to specific
attributes or
overall object







Overall
orientation
toward
object
Initiator Component
Component
manifestation
Attitudes

50
all relevant aspects of attitude, measuring attitude components is usually more
consistent as in the following:
Keller (1998) divides measuring brand attitudes as in the following five
dimensions: Measuring overall brand attitudes, measuring attitudes toward product-
related attributes and benefits, measuring attitudes toward non-product related attributes
&benefits and measuring attitudes towards price and value and measuring attitudes
toward the company.
Although attitude towards a brand or an object can be measured with likert
scale as indicated above, it is not as easy as to measure the change in attitude since an
experimental method is required in which the attitude of a defined group is measured
before the change and after the change which is followed with the comparison of the
two attitude values. (Hawkins, Best&Coney, 2001). However, because of budget
constraint, it was not possible to define sample group and examine their attitude before
and after the change. Furthermore, the change in takes a long time which made also this
method impossible. Therefore, in the study, perception of the respondents was measured
in order to get their opinion about change. Kotler (1998) defines perception as the
process by which people select, organize, and interpret information to a meaningful
picture of world which is the evidence of consumers are not passive recipients of the
marketing messages; however, they assign meaning to the messages. Added to this, the
first three steps of consumer decision making process (exposure, attention and
interpretation) are the constitutes of perception. Hence, since attitude could not be
examined before and after the change, perceptions of respondents were measured in the
study.
2.4. Attitude Change Strategies

Attitude change strategies can focus on effect, behavior, cognition or some
combination. Attempts to change affect generally rely on classical conditioning.
Changing cognitions usually involves information processing and cognitive learning.
Influencing attitudes is easier when the target market views the source of message as
highly credible; thus, testimonial ads and celebrity sources are preferred in ads. Added

51
to this, appeals such as fear, humor are also used to change attitude. elik of Arelik
and the old man and women in Arzum ads can be given as a good example for
this.(Hawkins, Best & Coney, 2001)
When changing attitudes through advertising, there are many factors to
consider. One must choose a source who is attractive to the target audience, a message
that will break through the clutter, and a channel that will maximize comprehension.
Television gives us more information than any other medium. It is where we go
when we want information on breaking news, and it gets more credibility ratings than
newspaper.(http://www.ciadvertising.org/SA/fall_02/adv382j/kfarri1/advertising_relate
d2.html, February, 2006)
2.5. The Link between Brand Associations and Brand Attitude

Keller (1998) and Aaker (1991) agree that brand associations are one of the
main dimensions of brand equity and have a great importance in attitude formation and
finally purchase decisions and loyalty. They also indicate that brand elements have a
great influence on building strong brand equity. Although there are many researches
conducted about brand equity, there are only a few researches about the affect of brand
associations and brand elements on attitude.
Rio, Vazquez&Iglesias (2001) analyzed the role of brand name in obtaining
differential advantage in their research. They break down the consumer evaluation in
two dimensions: evaluation related to product attributes (tangible or physical attributes)
and evaluation related to the brand name (intangible attributes or images added to the
product due to its brand name) and indicated that consumers evaluated the brand
according to the following four dimensions:
Functional dimensions associated with the product (comfort, safety,
duration vb.)
Symbolic dimensions associated with the product (aesthetics)
Functional dimensions associated with the brand name (guarantee,
perceived quality, trust, value-for-money, improved performance)

52
Symbolic dimensions associated with the brand name (identify consumer,
express status, social identification)
Finally, in the research, it was found that the differences perceived regarding
brand name related benefits is greater that the differences regarding product benefits and
product based benefits are highly correlated to brand name benefits.
Rio et all, (2001) in another research analyzed the effects of brand associations
on consumer response in their research by focusing on the functions or values of the
brand perceived by consumers. Four categories of functions are identified: guarantee,
personal identification, social identification and status. By way of hypotheses, it has
been proposed that these functions have a positive influence on the consumers
willingness to recommend the brand, pay a price premium for it and accept brand
extensions. The hypotheses have been tested in the Spanish sports shoes market and
were partially supported. The results obtained confirm the convenience of analyzing
brand associations separately and enable the ascertaining of the brand associations that
are the most relevant in order to attain certain consumer responses. This research will be
used as the basic model for this thesis statement. Different from other researchers,
Belen, Vazquaz&Iglesias (2001) analyzed the individual effect of each dimension.
Dimensions of functions are;
Product functions: Associations related to physical or tangible attributes.
Brand functions: Associations related to intangible attributes or images:
guarantee, personal identification, social identification and status.
Research attempted to examine the influence exerted by each of the dimension
of brand functions on three variables reflected the consumers willingness to;
Pay a price premium for the brand (competitive advantage related to current
performance and profitability)
Recommend it to others
Accept brand extension (competitive advantage related to potential growth)

53
Finally, it was found that all the product and brand functions had positive
influence in either one of the above three variables.
To sum up, the relationship between brand associations that are the main
dimensions of brand equity in the models designed by Aaker (1991) and Keller (1998)
and consumer attitude& consumer response(evaluation) will be tried be found out based
on the two researches conducted by Rio, Vazquez&Iglesias in 2001 indicated above.























54

3. RESEARCH DESIGN AND METHODOLOGY

In the previous parts, first literature review was analyzed in detail. In this part,
firstly, a conceptual framework will be created and the hypotheses will be tied to the
conceptual framework. Then, the methodology used which will be described as a
guideline to help the reader to follow up the study. Later, quality standards of the data
used will be discussed.
Based on the variables and related hypothesis, the survey were prepared. The
mixture of Aakers (1991) and Kellers (1998) brand equity models which are the most
accepted brand equity models were taken as the basis of this model in which although
brand associations are analyzed under different sub-titles, that explained in the previous
parts, mainly divided as product related and non product related associations.
In the model, Rio, Vazquez & Iglesias (2001) researches were taken as the
base of the model in order to find out the relationship between brand associations and
brand attitude & attitude change and multi attribute model was used as the attitude
model.
Finally, the relationship between brand associations and brand will be trying to
be found as well as the relationship between brand awareness and brand associations.
Added to this, change in brand elements will also be discussed.
The model was analyzed in white-good sector in which associations &logos
were changed in the last two years and in which the brand awareness is high. White-
good sector is one of the critical sectors of Turkey with high export potential. The
production of white goods increased %138.7 in the last 5 years reaching the number of
12.363.000 and the export of white-goods increased as well %289.2 in the last years
reaching the number of 7.788.000.(Gzler, 2006) Added to this, ownership of white-
goods is high which results in the fact that a high percentage of people have either
positive or negative attitude toward white-good brands.

55
Arelik and Arzum were selected as the firms to be questioned in the survey
since; Both Arelik and Arzum have changed one of their brand associations; logos,
jingles, slogans etc. and Arelik is in the list of first remembered 5 five brand, first
remembered five company and first five brand that is felt close to the customer in
Turkey, according to the research done by AcNielsen regularly since 1994 in March
(Miliyet, 19 March 2006, p.8)

















56
Brief summaries about Arelik and Arzum firms are below:
Table 7: Arelik with Numbers
Company
Name
Arelik

About Arelik
Year of Establishment : 1955
Headquarters : stanbul, Turkey
Core Business : Production, marketing and after sales service of a full
range of household appliances, components
Total Number of Employees-worldwide : 11,000
2005 Consolidated Net Sales-worldwide : 3,1 billion
2005 Consolidated Net Sales-international : 1,2 billion
The company provides products and services to consumers in more than
100 countries with its 8 production plants, 12 international companies and
9 brands.
Vision
To possess one of the 10 most preferred global brands in our sector by the
year 2010
Competencies and Competitive Powers
Approach without concession in product and production quality
Investments not only in products and services but also in
technological superiority
Right product range and consistent brand strategy
Flexible management in accordance with the newly entered
markets
Strong network of distribution
Efficient and widespread service network
Constant monitoring of customer expectations


Logo

Slogan&Jingle Arelik demek yenilik demek!

Character


Financial
Report
Net sales : 755.9 Euro (Million) by First Quarter of 2006
Gross Profit : 194.6 Eur (Million) by First Quarter of 2006
Magrin : %25.7
Net income : 47.6 Euro (Million)
2.023 items (total unit sales of five main products; refrigerator, washing
machine, dishwasher, oven, dryer)
Source www.arcelik.com.tr / 29.05.2006



57
Table 8: Arzum with Numbers
Company
Name
Arzum

About
Arzum
Year of Establishment : 1953
Headquarters : stanbul, Turkey
Core business: Production of small home appliances
First white goods company in sector that started to serve 3 year guarantee
period in Turkey.
Brands:
Arzum
Felix
Bravo
Pronto
Ultima
Optima
Tantoo
Arcess
ayc
Festiva


Logo

Slogan Her iin bir arzumu vardr!

Character


Financial
Report
Unavailable
Source www.arzum.com.tr / 29.05.2006

Based on the guidelines of Aaker (1991) and Keller (1998), brand associations
were analyzed under two sub-dimensions; attributes and benefits. Attributes are
considered in two sections: product related and non-product related attributes. Product
related benefits are measured with quality, guarantee, functionality, portability,
durability, after sales service, design, product assortment and finally technology while
non-product related attributes are measured with price, user imagery, usage imagery,
personality and lastly feelings&experience. Benefits are divided into two sections;
experiential and symbolic benefits. Measurements of attitude were based on the study of
Hawkins, Best & Coney (2001) and was measured with recommending the brand to
friends&relatives, being favorite brand, having positive feelings about the brand,

58
intention to purchase the product of the brand in a different field (brand extension) and
intention to purchase the brand despite the price advantage of competitor brands.
Variable list and survey questions are attached in the Appendix 1 for more details.
Figure 10 explains all the details of conceptual framework.


















59






























Figure 10: Conceptual Framework
ATTITUDE
BRAND
ASSOCIATION
Attributes
Benefits
Product
related
attributes
Non-product
related
attributes
Symbolic
Experiantal
Quality
Guarantee
Color
Functionality
Portability
Durability
After sales
service
Design
Product
assortment
Price
User imagery,
Usage
imagery,
Personality
Feelings&
experiences
Prestigioues
In every
house
Worth that money
paid
Effective
Component
Cognitive
Component
Behavioral
component
Having positive feelings
about the brand
Liking the brand
Intention to
purchase the brand
Recommending the brand
to friends&relatives
Being favorite brand

60
3.1. Research Objectives

The objective of this study is to understand the attitude and attitude change in
Turkish white-good sector by analyzing the relationship between brand associations and
attitude. Brand associations will be tested on brand attitude in order to understand the
effect of brand associations on attitude. Added to this, in order to find out the effect of
change in brand elements, effect of change in brand elements on attitude will be tested.
Arelik and Arzum firms in Turkish white-good sector will be examined since
they have changed their brand elements in the last two years and they have high brand
awareness with strong financial background indicated in the above parts in Table 7 and
in Table 8. Finally, it can be concluded that effect of brand associations in all
dimensions will be tested and it will be tried to find whether the change in brand
elements have affected attitude towards the original brand in Turkish white-good sector.
3.2. Hypotheses

In order to understand the connection between brand associations and brand
attitude, associations will be tested on the composite of brand attitude indicated in the
figure below:
H 1: There is a relationship between product-related attributes and attitude.
H 2: There is a relationship between non-product-related attributes and attitude.
H 3: There is a relationship between experiential benefits and attitude.
H 4: There is a relationship between symbolic benefits and attitude.
H 5: There is a relationship between attributes and attitude.
H 6: There is a relationship between benefits and attitude.
H 7: The change in brand elements has affected the attitude.



61
3.3. Variables

Variables included in the study are based on the previous studies on brand
associations and brand attitude. Aaker (1991) and Keller (1998) brand equity models
were also used in the conceptual framework and variable creating process. The
dependent variable is consumer attitude and 17 dependent variables are as in the
following: quality, guarantee period, color, functionality, portability, durability, after-
sales service, design, assortment of products, price, user imagery, usage imagery,
personality, feelings&experiences, being a prestigious brand, being in every house and
being worth the money paid. The list of variables is included in the Appendix 1.
3.4. Research Design

This study is a descriptive study which makes the answers of who, when,
where, why and how of the research should be clearly specified. Based on the literature
review, conceptual framework was designed and seven hypotheses were set. By a
descriptive study, characteristics of certain groups can be described, proportion of
people behave in a certain way can be estimated and lastly specific predictions can be
made. (Churchill, 1998)
Cross-sectional design was used where a sample survey was conducted on a
selected group at once; not repeatedly or regularly. Objective of this design is to gather
the data form a group at once. Therefore, sample elements are typically selected to be
the representative of the universe. Finally, by collecting the data from the sample, the
characteristics of the population will be predicted.
Before using any data collection method, researcher should be certain that the
most appropriate method is used depending on the objective of the study. Several
methods can be used for collecting the survey data which are interviews, observations
and questions which have both advantages and disadvantages. (Churchill, 1998)



62
3.4.1. Data Collection Procedure

Primary data was collected from the respondents who were thought to be
representing the whole population. Since white-goods are no specific products and
occur in every house, any specific group or any specific area was no looked for. Based
on the fact that everyone is the user of a white-good even if he/she has not purchased
one, survey was conducted both in stanbul and in other cities.
3.4.2. Data Collection Instrument and Design

The most critical part was to decide which brands would be included in the
survey for attitude and attitude change measurement. In this process, a simple
questionnaire was designed in which there were different white-good brands which have
changed one of their brand elements in the last year and the awareness of this change
was measured. Between four brands (Vestel, Unilever, Arelik and Arzum), based on
the awareness of 20 respondents about change in brand elements, Arelik and Arzum
were chosen among four brands since the majority of the respondents were aware of the
change in brand elements in Arelik and Arzum
After deciding which brands should be included in the questionnaire, two depth
interviews were conducted with the CEO of Unilver and Marketing Director of Arelik
in order to be informed about both the effect of this change in brand elements in their
sales and brand image and learn the reasons of change. The questions of the depth
interview are attached in Appendix 3. This depth interviews also were helpful in the
design of the questionnaire.
The questionnaire was tested empirically tested by a small sample (n=20) for
clarity and understanding which resulted in some minor changes in wording an
replacement of some questions in order. The questionnaire which is a self-administered
and unbiased one was designed in four main parts: brand awareness, brand associations,
attitude and attitude change. Lastly demographic characteristics of the respondents were
assessed. Appendix 1 gives the details of the variables and questions in the survey and
also survey is attached in Appendix 2.

63
Semantic-differential scale which is a self-report technique for attitude
measurement in which the subjects are asked to check which cell between a set of
adjectives or phrases describe their feelings towards a object/brand etc best was used for
the measurement of attitude (Churchill, 1998)
There was not any screening question since every one was either the user of a
either-good or has purchased a white-good by his/her own. Questionnaires were
restricted to five-point scale since it was felt that more response categories would
exceed the respondents ability to discriminate, leading noise rather than precise data.
In the first part of the questionnaire, brand awareness of Arelik and Arzum
brand were assessed with open-ended questions. Secondly, associations related to
Arelik and Arzum were questioned in two main parts; attributes and benefits ranging
form strongly agree to strongly disagree. Attributes were then analyzed in two main
parts: product related attributes and non-product related attributes while benefits were
divided as experiential and symbolic benefits.
Thirdly, attitude was questioned in three main parts; cognitive components,
effective components and behavioral components ranging from strongly agree to
strongly disagree. In the fourth part, change in brand elements were assessed again in
semantic-differential scale ranging from not any to very much change based on the
following associations: quality, price, durability, technology, design, trustworthiness
and assortment of product category.
To sum up, the conceptual framework prepared based on the previous
researches were tested statistically and the results were evaluated.





64
3.4.3. Sampling Procedure

Sampling procedure started with defining the target population which is the
first step described by Churchill (1998). Since every one was either the user of a white-
good or has purchased a white-good by his/her own, the population was too large to
consider. Therefore, in order to define the target population, the elements were divided
into sampling units, extent & time frame. Sampling unit is the unit containing the
elements of the population to be sampled. (Malhotra, 1998) convenience sampling
procedure was used which was a non-probability (a sample that relies on personal
judgment somewhere in the element selection process and therefore prohibits estimating
the probability that any element will be included in the sample) one because of time and
money concerns. (Churchill, 1998)
Six Step Procedurs for Drawing a Sample
1. Define the population
2. Identify the sampling frame
3. Select a sampling procedure
4. Determine the sample size
5. Select the sample elements
6. Collect data from the designated elements
(Churchill, 1998, p.477.)
In the study, the sampling unit is any adult person over 18 years old; in other
words, any one who has used a white-good and has opinion about white-goods. The
extent was too narrow since every one has opinion about white goods; therefore, the
extent was not only stanbul but also other cities of Turkey.
Lastly, general rule of sampling size is that the ratio should never fall below
five to one; remaining that there should be five observations for each independent
variable. (Hair et al., 1998). Fixed sample size of minimum 380 was targeted since 76
questions related to independent variables. 450 surveys were distributed via internet

65
and by face to face and 400 were returned (%89 return rate) Since there was not any
screening question, 400 questionnaires were analyzed.
3.5. Methods of Data Analysis

Analyses were conducted by SPPS statistical package for windows (Release
10.0) and the following scales were used: frequencies, cross tabulation, validity,
reliability, t-test, ANOVA and multiple regression.
3.5.1. Validity

Validity refers to the extent when the measurement process is free both
systematic and random error. In other words, it is a concern whether the measurement is
what is expected to be measured. Content validity of the survey instruments was
established in several ways. First of all, an intensive literature review was undertaken to
design the questionnaire and previous researches composed the background of the
study. Next, before conducted, a pre-test was done for the questionnaire in order to
asses its wording, the order of questions etc. Therefore, it can be concluded that the
questionnaire that is attached in Appendix 2 provides validity for the study.
3.5.2. Reliability

There are different reliability measuring techniques in the literature.
Cronbachs alpha scale reliability measure was used in this study which is one of the
most widely used reliability measure. Alpha is based on the average correlation between
items within a test and is a kind of internal consistency test. Value of over 0.60 is the
evidence of reliability of the variables. (Bryman and Cramer, 1997) Therefore, in this
study, based on the sampling procedure, an alpha value of 0.6 is acceptable.
3.5.3. Multiple Regression

Multiple regression is used to analyze the relationship between a single
dependent variable and several independent variables. In other words, multiple
regression is a simple and straightforward dependence technique that can provide both
prediction and explanation of the research (Kinner & Gray, 2002). Therefore, in order to

66
fin out the relationship between attitude and associations, multiple regression was
conducted.
3.5.4. t-test

t-test is used to find whether there is any significant difference between the
means of two variables. If different participants are tested for the same variables,
independent t test is conducted while paired-t test is conducted for the situations in
which the same respondents are questioned for different variables. (Kinner & Gray,
2002). In the study, in order to find whether there was any significant difference
between overall attitude towards Arelik and Arzum and overall attitude change
towards Arelik and Arzum or not, paired sample t-test was conducted. Also,
independent t-test was conducted in order to find the differences between males and
females according to different criterion.












67
4. RESEARCH FINDINGS

In this part of the study, firstly, the characteristics of the respondents will be
explained by frequencies. Secondly, the reliability of the variables will be discussed and
then, the test results will be explained with test results.
Using the frequencies and cross tabulations, demographics of the respondents
will be described in detail including their habits such as interest in ads, shopping and
using habits of white goods and small home appliances and brand awareness of white-
goods. Then, t-test, ANOVA and regression results will be discussed.
4.1. Characteristics of Respondents

According to the results of frequencies and cross tabulation, the age of the
respondents range form 21 to 51 and the mean of the age of the respondents is 29. The
Table 9, shows the breakdown of ages with percentages. %37.5 were male while %62.5
were female which has positive effect on the results since female are more interested in
white good sector since they are the major user of white-good at home compared to
males.
Table 9: Age Distribution
Age Frequency Percent
1-25 95 23,8
26-35 240 60,0
36-45 38 9,5
45+ 27 6,8
Total 400 100,0

The education level of the respondents varies with a majority of graduates from
university which is the result of convenience sampling. % 54 graduated from university
while %29.5 has a master degree. %4.5 lastly attended to college while %7.5 graduated
from high school. Income level also varies as in the Table 10. The majority of the
respondents have a monthly income between 1000YTL and 2000YTL


68
Table 10: Income Level Distribution

Income Frequency Percent
Less than 500YTL 12 3,0
501-1000YTL 76 19,0
1001-2000YTL 190 47,5
2001-3000YTL 90 22,5
3001-4000YTL 20 5,0
4001-5000YTL 4 1,0
Over 5001YTL 8 2,0
Total 400 100,0

The marital status of the respondents is as in the following; %64.8 is single
while %30.8 is married. On the other hand, %16 of the respondents is student, %3.5 is
retired and a majority of the respondents (%74.3) is working. Since the jobs of the
respondents vary in wide range, categories were formed including Eurepean Union,
Fiance, IT, commerce, Enginnering, HR, Logistics, Marketing, Customer Relations and
Government. The majority of respondents (%20.8) work in engineering filed, %14.3
work in marketing field and %10 work as a research assistant at University.
%41,3 of the respondents have a car and the %15 of the car owners have a
Ford while %20.3 have his/her own house. Residents also vary; %17 of the respondents
is outside stanbul; in Ankara, Bursa, Bilecik, Eskiehir, USA and Belgium who are my
relatives and friends living outside Istanbul. skdar (%9.3) and Kozyata (%8) are
the mostly resigned places by the respondents.
Besides the demographic characters, habits of the respondents were also
examined as in the following; involving in white-goods shopping, lime of last white-
good purchase, interest in using small home-appliances at home and lastly habits related
with interest in ads. The results are below: % 41,3 of the respondents doe his/her
shopping himself/herse while the others white good shopping is done by either their
mum (%25,3), by their dad (%9), by their wife (%11,3). When the period they last
purchase a white-good was assessed, it was found that %48,5 purchased a white good
last year; %11,8 purchased a white good last month and %24,5 do not remember when

69
he/she purchased a white-good. Frequency of using small appliances which was asked
to find out the interest in small-home appliances is as in the following;
Table 11: Frequency of Using Small Home Appliances

Frequency Frequency Percent
I never use 13 3,3
I rarely use 77 19,3
I often use 139 34,8
I frequently use 156 39,0
My wife uses 15 3,8
Total 400 100,0

In order to find out the interest in ads, respondents interest in TV, newspaper
and radio ads were questioned. It was indicated that %33,8 of the respondents watch the
TV ads usually while only %8,3 of the respondents usually listen to radio ads and
%16,3 of the respondents usually read newspaper ads.
Brand awareness of the respondents was also questioned by asking the first,
second and third white-goods brand. Arelik was the first white good company with an
awareness of % 58,5; Bosch followed Arelik with percentage of 18,3 brand
awareness. Bosch was the second most remembered brand with a brand awareness of %
31,8. The results are as in the following tables;
Table 12: First White Good Brand Remembered

Brand Frequency Percent
Arelik 234 58,5
Bosch 73 18,3
Profilo 4 1,0
Vestel 20 5,0
Siemens 23 5,8
Beko 32 8,0
Ariston 8 2,0
Whitewestinghou
se
6 1,5
Total 400 100,0



70
Brand recall of Arelik and Arzum were also questioned in order to find out
with which product groups Arelik and Arzum brands are associated with. The first
group remembered when Arelik was mentioned is refrigerator while the first group
remembered when Arzum was mentioned is food processor.
Table 13: First Product Group Recalled When Arelik is Mentioned

Product Group Frequency Percent
Refrigerator 287 71,8
Washing machine 62 15,5
Dish washer 15 3,8
Food processor 12 3,0
Television 16 4,0
Oven 8 2,0
Total 400 100,0

Table 14: First Product Group Recalled When Arzum is Mentioned

Product Group Frequency Percent
Food processor 294 73,5
Fruit processor 12 3,0
Vacuum cleaner 15 3,8
Iron 7 1,8
Fryer 11 2,8
Tea processor 29 7,3
Bascule 4 1,0
Coffe vending
machine
24 6,0
Total 396 99,0
Missing 4 1,0
400 100,0

4.2. Reliability Analysis

Scales were created to measure 17 dimensions of brand associations and a
composite value of brand attitude was created. Item-to-total correlations analysis was
used to examine the reliability of scales and analysis revealed that scales were stable
with alpha ranging from 0,45 to 0,65 .(Churchill, 1998) The reliability tests (alpha
values) showed that there was a strong reliability between variables which is shown in

71
the Figure 10 below. Alpha scores were calculated for Arelik and Arzum
respectively; therefore, in the Figure below, the first score is of Arelik and the second
score is of Arzum.





























72






























Figure 11: Reliability Values of Variables
ATTITUDE
BRAND
ASSOCIATION
Attributes
( =0,80-
0,76)
Benefits
(0,82-0,71)
Product
related
attributes
( =0,87-
0,83)
Non-product
related
attributes
( =0,78-0,81)
Symbolic
( =0,85-0,88)
Experiantal
( =0,65-0,61)
Recommending the brand
to friends&relatives
Being favorite brand
Quality ( =0,85-0,83)
Guarantee( =0,86-
0,85)
Colorful ( =0,86-
0,82)
Functionality( =0,5-
0,82)
Portability( =0,86-
0,82)
Durability( =0,86-
0,84)
After sales service(
=0,86-0,83)
Design ( =0,86-0,85)
Product assortment(
=0,86-0,84)
Technology( =0,85-
Price ( =0,83-0,80)
User imagery (
=0,81-0,79)
Usage imagery (
=0,82-0,79)
Personality (
=0,76-0,72)
Feelings&
experience (
=0,76-0,75)
Prestigioues (
=0,65-0,64)
In every
house( =0,70-
0,72)
Worth that money
( =0,65-0,60)
Effective
Component
( =0,85-0,82)
Cognitive
Component
( =0,89-0,81)

Behavioral
component
( =0,79-0,71)
Having positive feelings
about the brand
Liking the brand
Intention to
purchase the brand

73
4.3. Findings

In order to see whether there was any significant difference between the sub-
dimensions of demographic criteria, ANOVA test has been run. The dependent variable
was attitude (composite of cognitive, effective and behavioral component) and the
independent variables were demographic criteria as in the following. Since two different
brands were questioned, attitude was calculated both for Arelik and Arzum; therefore,
ANOVA tests were run for both Arelik and Arzum.
Gender:
The dependent variable was attitude towards Arelik and Arzum and the
independent variables included 2 levels (male and female).
For Arelik F(1,398)=9,2; p<0,01
For Arzum F(6,393)=0,21; p>0,01
Table 15: Overall Attitude Values (Gender)
Mean Arelik Arzum
Male 2,7 2,9
Female 2,3 2,8

Although there was significant difference between males and females for
Arelik; there was not any relationship between gender for Arzum. For Arelik, females
have more positive attitude than males. (scaling was 1=I strongly agree; 5=I strongly
disagree)
Income Level:
The dependent variable was attitude towards Arelik and Arzum and the
independent variables included 7 levels (Less than 500YTL, 501-1000YTL, 1001-
2000YTL, 2001-3000YTL, 3001-4000YTL, 4001-5000YTL, Over 5001YTL)
For Arelik F(6,393)=12,7; p<0,01
For Arzum F(6,393)=4,72; p<0,01

74
Table 16: Overall Attitude Values (Income Level)

Income Level Arelik Arzum
Less than 500YTL 2,1905 3,2857
501-1000YTL 1,9229 2,9023
1001-2000YTL 2,6045 2,7541
2001-3000YTL 2,5238 3,0889
3001-4000YTL 3,2000 3,1429
4001-5000YTL 2,8571 2,7143
Over 5001YTL 3,6429 3,0714
Total 2,4975 2,8989

For both Arelik and Arzum, it was found that there was significant
relationship between income level and attitude. It was found that, as the income level
increased, attitude towards both Arelik and Arzum was affected negatively.
Education Level:
The dependent variable was attitude towards Arelik and Arzum and the
independent variables included 5 levels (Primary school graduate, High school
graduate, College graduate, University graduate, Post graduate)
For Arelik F(5,394)=32,58; p<0,01
For Arzum F(5,394)=11,654; p<0,01
Table 17: Overall Attitude Values (Education Level)

Education Level Arzum Arelik
Primary school
graduate
2,5000 1,0714
High school graduate 2,2286 1,4667
College graduate 3,0635 1,7857
University graduate 2,9021 2,6951
Post graduate 3,0823 2,6247
Other 3,0000 4,0000
Total 2,8989 2,4975


75
For both Arelik and Arzum, it was found that there was significant
relationship between income education level and attitude. It was found that, as the
education level increased, attitude towards both Arelik and Arzum was affected
negatively.
Occupation
The dependent variable was attitude towards Arelik and Arzum and the
independent variables included 14 levels indicated below. For both Arelik and Arzum,
it was found that there was significant relationship between occupation and attitude;
housewives do have more positive attitude than other occupation groups towards
Arelik and Arzum
For Arelik F(13,381)=14,89; p<0,01
For Arzum F(13,381)=7,76; p<0,01
Table 18: Overall Attitude Values (Occupation)

Occupation Arelik Arzum
Eurepean Union 2,3810 2,8095
Finance 2,4286 2,6667
IT 3,1991 3,2641
Commerce 3,0000 2,9107
Research Assistant 2,5714 3,1571
Engineering 2,6265 2,9225
Housewife 1,0952 2,5714
HR 3,4286 2,4286
Worker 1,3143 1,7571
Logistics 2,7857 2,6429
Marketing 2,4160 2,9098
Customer Relations 3,0952 3,5714
Government 2,1032 2,9365
Student 2,0459 2,7602
Total 2,4987 2,8922

When Arelik and Arzum were compared based on the following variables
using paired-sample t tests, the results below were found;

76
Attitude towards Arelik product (m=2,4) is more positive than attitude
towards Arzum (m=2,8). Also, brand awareness of change in Arelik is higher than
brand awareness of Arzum t (399)=9,72; p<0,01
In order to find out which of the associations explain attitude, multiple
regression was conducted for both Arelik and Arzum. It was tested that there was not
any multicolliniarity problem and the reliability of the variables were high. Based on the
conceptual framework, firstly multiple regression was conducted to asses the
relationship between attitude and 17 variables explained in the conceptual framework.
Secondly, composite of 17 variables under four main variables (product related
attributes, non-product related attributes, symbolic and experiential benefits) were tested
by multiple regression again in order to find out the link between attitude and four
variables. And, lastly, four variables were composed under two main variables
(attributes and benefits) and these two variables and attitude were tested by multiple
regression.
Firstly, in order to find the relationship between 17 variables and attitude,
multiple regression was conducted for both Arelik and Arzum separately. The results
are as in the following; the relationship between attitude and associations was
significant for both Arelik and Arzum with significant F-values (F=126.65, p<0,01)
and (F=48.18, p<0,01) respectively) 17 dimensions explained %85 of the variance
(R
2
=0,85) that occurs in attitude for Arelik while %69 of Arzum which means that the
variables are more strongly linked to Arelik than Arzum. t values and significance
levels explain which dimensions are linked to attitude for both Arelik and Arzum.
Quality, color, functionality, after sale service, design and being easy to use have a
positive relationship with attitude towards Arelik products while price has a negative
one while guarantee, portability, after sale service, color, being easy to use, satisfaction
and money worth paying have a positive relationship with attitude towards Arzum
products.
The importance of each dimension was measured with standardized beta which
was the predictor of weight of importance of each dimension in predicting the
dependent variable. (Heir et all, 1998) Among 17 dimensions, feelings experiences

77
(beta=.244), functionality (beta=.220) and quality (beta=.116) were most predictor of
attitude towards Arelik while feelings&experiences (beta=.278), after sales service
(beta=.227) and usage imagery (beta=.106) were most predictor of attitude towards
Arzum in which feelings&experiences that was a non-product related attribute was
common. This supports the previous studies of Keller (1998) and Aaker (1991) that non
product related attributes were also as effective as product related attributes on
consumer attitude.
Table 19: Multiple Regression Results for 17 Variables (Arelik)

Variables Group Beta t Sig. Tolerance VIF
Arelik products are qualified. ,116 3,207 ,001 ,288 3,472
Arelik products are colorful. ,055 2,027 ,004 ,505 1,979
Arelik products are functionel ,220 6,544 ,000 ,331 3,017
After sales service of Arelik products is good. ,060 2,260 ,004 ,539 1,854
Design of Arelik products is modern.
Product
related
attributes
,113 3,431 ,001 ,347 2,880
Arelik products are expensive. (price) -,077 -3,283 ,001 ,681 1,468
Arcelik products are used easiliy. (usage image) ,039 1,781 ,001 ,767 1,303
I am satisfied for using Arelik products.
(feelings&experiences)
Non-
Product
Related
attributes
,244 5,215 ,000 ,172 5,826
Arelik products are prestigious. Symbolic
benefits
,214 6,524 ,000 ,348 2,875
Arelik products worth the money I pay. Experienti
al benefits
,196 4,428 ,000 ,191 5,238

F: 126,651
R: 0,92
R
2
; 0,85
Adjusted R
2
: 0,85
Significance: 0








78
Table 20: Multiple Regression Results for 17 Variables (Arzum)

Variables Group Beta t Sig. Tolerance VIF
Guarantee of Arzum products is long. ,080 1,987 ,003 ,497 2,014
Arzum products are portable. ,088 1,996 ,007 ,410 2,442
After sales service of Arzum products is
good.
,227 4,928 ,000 ,378 2,649
Arzum products are colorful

Product
related
attributes
,027 ,554 ,002 ,341 2,933
Arzum products are used easily. (usage
image)
,106 2,312 ,001 ,384 2,602
I am satisfied for using Arzum
products.(feelings&experinces)
Non-Product
Related
attributes ,278 6,087 ,000 ,383 2,611
Arzum products worth the money I pay. Experiential
benefits
,092 1,985 ,008 ,369 2,708

F: 48,18
R: 0,83
R
2
; 0,69
Adjusted R
2
: 0,68
Significance: 0

Later, in order to group 17 variables and see the similarity in the literature
review and conceptual framework created based on a detail literature review, factor
analysis was conducted. Luckily, the variables grouped in 4 different sub groups
significantly which is similar to the conceptual framework as product-related attributes,
non-product-related attributes, experiential benefits and symbolic benefits for both
Arelik and Arzum exception of a few variables (some of user image variables are
excluded in both Arelik and Arzum) 4 dimensions explained %77 of the variance
(R2=0,77) that occurs in attitude for Arelik while %59 of Arzum which means that the
variables are more strongly linked to Arelik than Arzum. t values and significance
levels explain which dimensions are linked to attitude for both Arelik and Arzum.
Product-related attributes, non-product related attributes, experiential benefits and
finally symbolic benefits have a positive relationship with attitude towards Arzum
products. It can be concluded that the relationship between attitude and four
associations indicated below were significant for both Arelik and Arzum with
significant F values (F=335.5, p<0,05) and (F=141.8, p<0,05) respectively and the
relationship was positive for all the four variables for both Arelik and Arzum.

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Table 21: Multiple Regression Results for 4 Variables (Arelik)

Dimensions
Standart
beta
t-value Significance Tolerance
VIF
Product related attributes 0,28 6,50 0,000 0,29 3,43
Non-product related attributes 0,26 5,27 0,000 0,33 3,03
Exp. Benefits 0,14 3,65 0,000 0,36 2,76
Symbolic benefits 0,27 6,38 0,000 0,30 3,26

F: 335,50
R: 0,879
R
2
; 0,773
Adjusted R
2
: 0,770
Significance: 0

Table 22: Multiple Regression Results for 4 Variables (Arzum)

Dimensions Standart beta t-value Significance Tolerance VIF
Product related attributes 0,32 6,68 0,000 0,46 2,12
Non-product related
attributes
0,23 4,08 0,000 0,31 3,27
Exp. Benefits 0,14 2,99 0,003 0,45 2,22
Symbolic benefits 0,17 3,49 0,001 0,33 2,76

F: 141,80
R: 0,76
R
2
; 0,59
Adjusted R
2
: 0,58
Significance: 0

Interestingly, when benefits analyzed in detail, being a prestigious brand and
worth the money paid by customers pay were significant predictors of attitude for
Arelik while only worth the money paid by customers pay was significant predictors of
Arzum with low beta values compared to product related and non-product related
attributes although Hawkins, Best & Coney (2001) focus on benefits of the brand as the
predictor of attitude in their research.
Lastly, the variables are composed under two main dimensions of attributes
and benefits in order to find whether there was any significant relationship between

80
attributes and benefits and attitude. The results of the multiple regression are as in the
following; both attributes and benefits have a positive relationship with attitude for both
Arelik and Arzum with significant F values of (F=662.12, p<0,05) and F(269.47,
p<0,05) respectively.
Table 23: Multiple Regression Results for 2 Variables (Arelik)

Dimensions Standart beta t-value Significance Tolerance VIF
Attributes 0,53 12,69 0,00 0,324 3,083
Benefits 0,38 8,99 0,00 0,324 3,083

F: 662,119
R: 0,877
R
2
; 0,869
Adjusted R
2
: 0,768
Significance: 0

Table 24: Multiple Regression Results for 2 Variables (Arzum)

Dimensions Standart
beta
t-value Significance Tolerance VIF
Attributes 0,49 7,3 0,00 0,23 4,2
Benefits 0,29 4,3 0,00 0,23 4,2

F: 269,465
R: 0,759
R
2
; 0,576
Adjusted R
2
: 0,574
Significance: 0


The opinion of the respondents about the change in Arelik and Arzum was
also questioned based on the following associations: quality, price, durability,
technology, design, trustworthiness, and product assortments
The overall attitude towards change in Arelik and Arzum were compared; it
was found that respondents were aware of the change and they thought that there was a
significant difference between perception of attitude change level between Arelik
(m=2,94) and Arzum (m=2,76) and it was tested that perceived change in Arelik was
significantly was at a higher level than perceived change in Arzum. t(399)=1,84; p<0,01

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When the analyze was conducted based on the above associations of attitude
change; it was found that except quality, trustworthiness and target customers,
perceived change in Arelik is higher/better than change in Arzum.
Table 25: Change in Brand Associations

Association Arelik Arzum
Significant/Not Significant
(paired t test)
Quality 2,50 2,51 Not Significant
Price 2,44 2,65 Significant
Durability 2,21 2,43 Significant
Technology 3,11 2,69 Significant
Design 3,60 3,26 Significant
Trustworthiness 2,82 2,89 Not Significant
Target consumer 3,46 3,40 Not Significant
Assortment 3,4 3,09 Significant

Lastly, attitude change was assessed based on habits of respondents related
with white-goods. Although, there was not any significant difference in perceived
attitude change between TV ad watching and newspaper ad reading habits, the
respondents were significantly different when they were grouped according to their
radio ad listening habits; the respondents who never listened to ads in radio, were not
aware of the change in Arelik. (F(4,395)=7,12; p<<0,01)
However, when perceived change in attitude towards Arzum was analysed,
there was significant difference between groups based on their TV ad watching and
newspaper ad reading habits. The respondents, who never or rarely either watch TV ads
or read newspaper ads, were not aware of the change. This supports the literature by
exploring the effect of ads on brand awareness and finally attitude and attitude towards
change. (Keller, 1998) (TV F(4,395)=3,61<0,0; newspaper F(4,395)=8,42 <0,01)
When the change is analyzed among males and females, it is found that males
are more aware of the change in Arelik (F(398,1)=4,43; p<0,01 (male=3,1;
female=2,6)). However, there is not any significant difference for Arzum. Attitude
change towards Arelik differs significantly according to education (F(5,394)=22,01
P<0,01) and attitude change towards Arzum differs significantly according to education

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as well. (F(5,394)=4,5 p<0,01) Primary school graduates are significantly different from
others according to awareness of change which can be concluded that as the education
level increase, interest in TV, radio or newspaper ads increase which result in change in
brand awareness and attitude. Interestingly, although interest in ads increase as the
education level increases, it decreased after university graduates. Lastly, when income
levels are assessed based on attitude change, it is noticed that both for Arelik and
Arzum, respondents having monthly income of 1001-2000YTL are more aware of the
change compared to others. (For Arelik F(6,393)=10,8; p<0,01 ; for Arzum
F(6,393)=12,05; p<0,01)
As analyzed previously, attitude change strategies focus on effect, behavior,
cognition or some combination. Changing cognitions usually involves information
processing and cognitive learning. Influencing attitudes is easier when the target market
views the source of message as highly credible; thus, testimonial ads and celebrity
sources are preferred in ads. Added to this, appeals such as fear, humor are also used to
change attitude. elik of Arelik and the old man and women in Arzum ads can be
given as a good example for this.(Hawkins, Best & Coney, 2001)
Lastly, in order to measure the opinion of the respondents about the importance
of brand elements, the importance degree of brand elements were questioned; the results
of the survey is as in the following;
Brand name first with percentage of %68
Logo is second with %43
Slogan is third with %30
Character is fourth with %30
Jingle is fifth with %31
Package is sixth with %56

Respondents indicate brand name and logo as the most important part of brands
which have a positive impact on brand awareness and finally attitude supporting the
literature (Keller, 1998)

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In terms of hypothesis, the dependent variable (attitude) and the independent
variables (associations) are regressed and the hypothesis are either accepted or rejected
accordingly.
H 1: There is a relationship between product-related attributes and
attitude.
There is a significant relationship between attitude and product-related
attributes; so the hypothesis is accepted. Looking into more detail, quality, color,
functionality, after sale service and design have strong relationship with attitude
towards Arelik while price has a negative relationship and guarantee, portability, after
sale service, technology, being easy to use, satisfaction and money worth paying have a
positive relationship with attitude towards Arzum products. Therefore, it can be
concluded that, product related attributes predict attitude with strong and positive
relationship.
H 2: There is a relationship between non- product-related attributes and
attitude.
There is a significant relationship between attitude and non-product-related
attributes; so the hypothesis is accepted. Looking into more detail, price, usage image
and feelings&experiences have strong relationship with attitude towards Arelik while
usage image and feelings&experiences have strong relationship with attitude towards
Arzum.
H 3: There is a relationship between experiental benefits and attitude.
There is a significant relationship between attitude and experiential benefits; so
the hypothesis is accepted. Looking into more detail, it can be concluded that being a
prestigious brand has a relationship with attitude towards Arelik while it has not a
strong relationship with attitude towards Arzum.



84
H 4: There is a relationship between symbolic benefits and attitude.
There is a significant relationship between attitude and symbolic benefits; so
the hypothesis is accepted. Looking into more detail, it can be concluded that the only
variable related with symbolic benefits (being a prestigious brand) has a relationship
with attitude towards Arelik but not with Arzum.
H 5: There is a relationship between attributes and attitude.
The analysis found a strong relationship between the attributes as a whole for
both Arelik and Arzum. Therefore, the hypothesis is accepted.
H 6: There is a relationship between benefits and attitude.
The analysis found a strong relationship between the benefits as a whole for
both Arelik and Arzum. Therefore, the hypothesis is accepted.
H 7: The change in brand elements has affected the attitude; attitude
change is perceived at different levels for Arelik and Arzum.
The analysis (paired t-test) between the whole perception of attitude change
between Arelik and Arzum showed that the perceived levels of change in attitude
because of change in brand elements were significantly different for Arelik and
Arzum. Atttitude change towards Arelik was significantl perceived at a higher level
than Arzum. When looked in detail, perceived change in price, durability, technology,
design and assortment were significantly different for Arelik and Arzum which
concluded with a higher positive attitude towards Arelik.






85

5. DISCUSSION AND CONCLUSION

After characterizing the respondents, testing the hypotheses and analyzing the
findings, the results will be discussed and the conclusion part will be drawn from the
findings. Then, contributions &implications will be discussed followed by limitations of
the study and lastly, recommendations for further researches will be mentioned.
5. 1. Discussion

This study had two main objectives; the first one was to analyze the
relationship between brand associations and attitude towards the brand by analyzing all
the relative effect of each dimensions The second objective of this study was to find out
the differences between perceptions of change in the brand elements of Arelik and
Arzum and the overall of effect of this perceived change in attitude towards Arelik and
Arzum.
Brand associations are divided into two main sub-dimensions; attributes and
benefits. Added to this, attributes are divided into two main parts; product-related
attributes and non-product related attributes and benefits are divided into two parts;
symbolic and experiential benefits. In other words, associations are composed of four
main factors in this study. These four main factors of brand associations are represented
with 17 variables indicated in detail in conceptual framework. These four factors are
obtained from factor analysis and were quite similar to the conceptual framework
created by brand equity models of Aaker (1991) and Keller (1998). After the factor
analysis, reliability test was conducted for each factor and it is noticed that the results of
reliability test are above the acceptable limit which indicates that the factors determined
for the purpose of the study were adequate to use in the study. (Cronbachs Alpha Value
is close or over 0,70) Since, all the measure and tests are conducted for both Arelik and
Arzum brands separately in the study, both factor analysis and reliability analyses are
also conducted for each brand separately. Since the results of the factor analyses are
quite similar to the conceptual framework created, this model is used which shows the
effect of brand associations on consumer attitude.

86
Based on the model created, in order to find the relationship between brand
associations and consumer attitude, regression analyses has been conducted for each
brand separately. According the multiple regression results explained in the earlier
parts, it was found that consumer attitude, the dependent variable of the study, is
significantly explained by two dimensions of brand associations; attributes and benefits
for both Arelik and Arzum. When the regression was repeated for the same model
including the sub-dimensions of brand associations, it was found that consumer attitude
is significantly explained by all the four dimensions; product-related attributes, non-
product related attributes, symbolic benefits and experiential benefits again for both
Arelik and Arzum. Four dimensions explained %77 of the variance (R
2
=0,77) that
occurs in attitude for Arelik while %59 of Arzum which means that the variables are
more strongly linked to Arelik than Arzum. Among the four dimensions, when the
relative importance of each dimension was measured with beta value, it is seen that for
both Arelik (beta=0.28) and Arzm (beta=0.32), product-related attributes are the most
predictive of attitude and non-product related attributes follows them by the beta values
of 0.26 and 0.23 respectively.
Lastly, multiple regression test was conducted for 17 variables as well for both
brands in order to find out the relative effect of each dimension on consumer attitude.
17 dimensions explained %85 of the variance (R
2
=0,85) that occurs in attitude for
Arelik while %68 of Arzum which means that the variables are more strongly linked to
Arelik than Arzum. When dimensions were analysed in detail based on t-values and
significant levels of regression, it was noticed that quality, color, functionality, after sale
service, design and being easy to use have a positive relationship with attitude towards
Arelik products while price has a negative one. On the other hand, guarantee,
portatibility, after sale service, technology, being easy to use, satisfaction and money
worth paying have a positive relationship with attitude towards Arzum products. When
beta values were compared, it was found out that feelings&experiences and
functionality were the most predictor of attitude towards Arelik while
feelings&experiences and after-sales service were the most predictor of attitude towards
Arzum.

87
ANOVA test was conducted for both Arelik and Arzum in order to see if there
is a significant difference between groups in the respect of gender, education level,
income level and occupation. The results are as in the following; although females have
significantly more positive attitude than males; there is not any significant relationship
between gender and attitude for Arzum. When the income level was assessed, it was
found that, as the income level increased, attitude towards both Arelik and Arzum is
affected negatively. Then, the education level was analysed and it was found that, as the
education level increased, attitude towards both Arelik and Arzum was affected
negatively. Lastly, for both Arelik and Arzum, it was found that there was a significant
relationship between occupation and attitude; housewives did have more positive
attitude than other occupation groups towards Arelik and Arzum
Second objective of the study was to find out the differences between
perceptions of change in the brand elements of Arelik and Arzum and the overall of
effect of this perception change in attitude towards Arelik and Arzum. In fact, as
indicated in the attitude part, attitude change is measured by comparing the attitudes
before and after change empirically. Unfortunately, it was not possible for this study
since it would be costly to define a test group and analyze their attitude before and after
the change in brand elements of Arelik and Arzum and make a comparison.
Firstly, in order to get more information about the effect of changes in brand
elements, two depth-interviews were conducted; one with Marketing Manager of
Arelik, Murat ahin and one with CEO of Unilever, zzet Karaca.
The summary of these two depth interviews is as in the following. Both Arelik
and Unilever focus that the main reason of this change although they have high brand
awareness was to adopt the changing trends of our world; in other words, need to
change. For instance, despite high brand awareness, Arelik wanted to focus on the
associations; which are the first things linked in the memory when the brand is
mentioned. All the change of brand elements of Arelik were parallel to each other after
a long research process since 1995; logo, elik character, slogan were all created
parallel to each other. The letters in logo, color of logo, characteristics of elik were all
planned in detail. In fact, it was a huge risk to change the logo of a brand which has the

88
highest brand awareness in Turkey. Added to this, the fact that what the brand elements
tell the customers should be consistent to what the brand itself presents was taken into
consideration. Even psychologists was included in the creation of elik.
Both Arelik and Unilever took the advantage of this change from brand
awareness perspective and the average age of the Arelik users decreased which
resulted in young target customers. This change affected brand image, brand
associations and finally sales in a positive way. Added to this, interest in Arelik ads
increased enormous way and also the associations linked to Arelik were understood in
a more clear way.
When the change in Unilever was examined, Unilever focused on the synergy
of this change for different brands of Unilever. Although customers have purchased
different brands of Unilever in different sectors, customers were not aware of the fact
that they were purchasing a Unilever brand as well. After this change in logo, Unilever
focused on the message that they were the producer of many successful brands in our
homes which created a synergy between different successful brands of Unilever.
Both Arelik and Unilever explain the main differences between the new and
old logo as the new logo were friendlier, more sympathetic, more attractive and adopted
to change after a long successful history. Finally, this change affected the attitude
towards Arelik and Uniler in a more positive way.
Secondly, difference between perceptions of change in attitude towards Arelik
and Arzum was measured with paired-t test since the same respondents answered the
questions related with two different brands. The overall attitude towards change in
Arelik and Arzum were compared; it was found that respondents were aware of the
change and they thought that there was a significant difference between perception of
change levels between Arelik (mean=2,94) and Arzum (mean=2,76) and it was tested
that perceived change in Arelik was significantly at a higher level than perceived
change in Arzum. In other words, consumers were more aware of the change and
attitude towards Arelik changed in a more positive way than attitude towards Arzum.
When looked in detail of dimensions of change in variables, the perceived change levels

89
(means) in price, durability, technology, design and assortment were significantly
different for Arelik and Arzum. The highest change was in design and target customers
for both Arelik and Arzum.
Lastly, ANOVA test was conducted for both Arelik and Arzum in order to see
if there is a significant difference between groups in the respect of gender, education
level, income level and habits of following ads.
Although, there was not any significant difference in perception of attitude
change between TV ad watching and newspaper ad reading habits, the respondents were
significantly different when they were grouped according to their radio ad listening
habits; the respondents who never listened to ads in radio, were not aware of the change
in Arelik. However, when perceived change in attitude towards Arzum was evaluated,
there was significant difference between groups based on their TV ad watching and
newspaper ad reading habits. The respondents, who never or rarely either watch TV ads
or read newspaper ads, were not aware of the change. This supports the literature by
exploring the effect of ads on brand awareness and finally attitude and attitude towards
change. (Keller, 1998)
When ANOVA was conducted for gender, it was found that males were
significantly were more aware of the change compared to females for Arelik; however,
there was not any significant difference for Arzum. As education was analyzed, the
results were surprising that for both Arelik and Arzum, primary school graduates were
significantly different from others according to awareness of change which can be
concluded that as the education level increase, interest in TV, radio or newspaper ads
increase which result in change in brand awareness and attitude.
Lastly, ANOVA was conducted for income level. For both Arelik and Arzum,
perception of attitude change was significantly different for respondents having monthly
income of 1001-2000YTL which can be related with the assumption that low-income
level people are more concerned about prices and follow the ads more frequently than
the others that finally effect the awareness to the change and attitude change.


90
5.2. Conclusion

As mentioned earlier, branding provides value to customers by enhancing
customer interpretation, processing of information, confidence in purchasing decision
and use satisfaction. Furthermore, branding is an agreement that guarantees certain
benefits. Hence, firms make effort to build strong brands. However, it is not such easy
to build and sustain strong brands. Both Keller (1998) and Aaker (1991) agree that a
successful marketing program, high brand awareness and strong and consistent brand
associations have a great influence on building brand equity. Added to this, brand
elements which can be summarized as the visible part of the brand have a significant
effect on brand awareness and finally brand equity. That is can be explained as one of
the reasons of change in brand elements of successful brands either in Turkey or in the
world. According to the depth-interview, conducted during this study, change in brand
elements in Arelik and Unilever, resulted in increase in sales and a more positive
attitude in Arcelik and Uniliver.
Brand associations, anything linked in the memory to brand, are seen as reason
to buy, differentiate the brand in the sector, help the process of retrieving information
and lastly create positive feelings and attitude towards the brand. (Aaker, 1991) Because
of the importance of brand associations, this study had the purpose of understanding the
relationship between brand associations and brand attitude. Based on a detailed analysis
of building brand equity, hypotheses were created in order to find out whether there is a
significant relationship between brand and associations or not. Deriving from the
literature reviews, a conceptual framework was composed and series of variables were
selected to clarify the purpose of the study. Lastly, with statistical analysis, results have
been developed.
This study has demonstrated a significant and positive relationship between
associations and attitude supporting the conceptual model created with the guidance of
Aaker (1991) and Keller (1998) brand equity models. When looked in the detail of the
results, using multiple regression, significant relationship were found between attitude
and product related attributes, non-product related attributes, symbolic and experiential
benefits. To sum up, dimensions of brand associations can be controlled and changed

91
in order to either create a positive attitude or sustain a positive attitude for a long time.
The results of the hypotheses tested can be summarized and interpreted as in the
following.
This study demonstrated that there is a significant relationship between attitude
and product-related attributes. Looking into more detail, quality, color, functionality,
after sale service and design have a strong relationship with attitude towards Arelik
while price has a negative relationship. The results for Arzum indicate that guarantee,
portability, after sale service, technology, being easy to use, satisfaction and money
worth paying have a positive relationship with attitude towards Arzum products.
Therefore, it can be concluded that, product related attributes predict attitude with a
strong and positive relationship which supports the literature findings. Rio et all, (2001)
focus on the effect of product related attributes in his study as well as Aake(1991) and
Keller(1998) point out the importance of product related attributes on brand equity and
attitude. Therefore, it can be concluded product related attributes predict the attitude
with a strong relationship and change in one of the above dimensions can result in a
change in attitude towards the brands.
It was also proven that there is a significant relationship between attitude and
non-product-related attributes. Looking into more detail, price, usage image and
feelings&experiences have a strong relationship with attitude towards Arelik while
usage image and feelings&experiences have strong relationship with attitude towards
Arzum. Compared to product-related attributes, non-product related attributes influence
the attitude less than product related attributes for both brand. Hence, it can be
summarized that non-product related attributes predict the attitude and change in one of
the above dimensions can result in a change in attitude towards the brands. However,
change in dimensions of non-product related attributes will influence the attitude less
than product related attributes.
On the other hand, although experiential benefits have an effect on attitude, it
is much more less than both product and non product related attributes. Looking into
more detail, it can be concluded that being a prestigious brand has a relationship with
attitude towards Arelik while it has not a strong relationship with attitude towards

92
Arzum. Hence, the effect of change in experiential benefits on attitude will be very
small compared to other dimensions indicated below.
Lastly, although symbolic benefits have an effect on attitude, it is much more
less than both product and non product related attributes. When symbolic and
experimental benefits are compared, it is noticed that the beta value of symbolic
benefits is more than experiential benefits for both brand. Hence, it can be assumed that
a change in symbolic benefits will affect the attitude more than experiential benefits.
When a comparison is made based on beta values of each variable, it is found
out that attributes are quite more effective than benefits on attitude. Therefore, a change
in attributes will influence the attitude more than a change in benefits.
Finally, paired-t results indicate that perceived levels of change in attitude
because of change in brand elements were significantly different for Arelik and
Arzum. Attitude change towards Arelik was significantly perceived at a higher level
than Arzum. When looked in detail, perceived change in price, durability, technology,
design and assortment were significantly different for Arelik and Arzum which
concluded with a higher positive attitude towards Arelik than Arzum. In order to find
out the effect of following ads in awareness of change and finally change in attitude, the
habits of following ads were tested by ANOVA in which it was found that the
respondents following the ads more frequently than others are more aware of the
change in brand elements and this awareness resulted with change in attitude. This
finding supports the researches of of Srinivasan&Till (2002) and Rio, Vazquez&Iglesias
(2001)
All things considered, this study supports the literature review by
demonstrating a significant relationship between each dimension of brand association
and brand attitude as well as the relationship between the whole of brand associations
and attitude. Based on the literature review and the results of this study it can be
assumed that a change in one of the dimensions of brand associations indicated above
will result in a positive change in attitude towards the brand which will finally affect the
preferences and buying behavior of the brand in a positive way. Added to this, based on

93
the statistical tests and the depth-interview conducted, it can be stated that change in
brand elements will result in change in attitude positively and increase sales of the
brand.



















94
5.3. Implications of the Study

From a broad perspective, there are two overarching contributions of this
study. Firstly, this study provides empirical reinforcement for Kellers (1993,1998) and
Aakers (1991) brand equity framework. Accepting Kellers and Aakers
conceptualization of brand association as a steer, this study demonstrated that attributes
and benefits, dimensions of brand associations, were predictors of brand attitude in
white-good sector in Turkey and provided support for both Kellers and Aakers
conceptualization of brand associations. Added to this, this study addresses to the study
of Hseieh&Lindridge (2005) by demonstrating the influence of benefit-based
associations on attitude.
As indicated in the previous parts, researches focus on the overall effect of
brand dimensions on attitude without analyzing the relative effect of brand associations
(Ro, Vzquez& Iglesias, 2001). Hence, this study provides a deeper understanding as
which associations of brand are highly related with attitude towards brand. As
demonstrated in the results of the regression analysis, it was proven that non-product
related attributes were as effective as product related attributes on consumer attitude.
This finding supports the research of Vazquez&Iglesias (2001) in which they indicate
that brand name related attributes (meant non-product related attributes) great difference
for brands and is complementary for product related attributes and is as efficient as
product related attributes for providing the firm a comparative advantage. Therefore, it
can be concluded that white good firms should focus on both product and non-product
related attributes in order to create difference in the sector and change the attitude in a
positive way.
As indicated in the findings, predictors of attitude are different for Arelik and
Arzum. Quality, color, functionality, after-sale service, design, price, being easy to use,
feeling satisfied with the brand, being a prestigious brand and lastly being worth the
money paid significantly have an influence on attitude towards Arelik. Therefore,
Arelik should focus on these associations in order to change the overall attitude and
finally buying behavior of customers. When the relative importance of these
associations are analyzed, it is noticed that functionality, being a prestigious brand and

95
being satisfied with Arelik brands relatively have more importance than the other
associations. Hence, any change in one of these dimensions will result in a higher
change in attitude in a positive way since the relationship with these associations is
positive.
When the regression results of Arzum are analyzed, it can be summarized that
guarantee period, portability, after sales service, technology used, being easy to use,
feeling satisfied with the brand and lastly being worth the money paid significantly have
an influence on attitude towards Arzum. Hence, Arzum should focus on these
associations in order to change the overall attitude and finally buying behavior of
customers. When the relative importance of these associations are analyzed for Arzum,
it is noticed that after sales service, being easy to use and being satisfied with Arzum
brands are relatively have more importance than the other associations. Hence, any
change in one of these dimensions will result in a higher change in attitude in a positive
way since the relationship with these associations is positive. Although both brands are
in white-good sector but in different specialization areas (durable goods and small-home
appliances), significant associations for each brand have differences as well as common
dimensions. Therefore, this is can be accepted as the evidence of influence of
associations on attitude differ in brands even though they operate in different sector.
As first product groups remembered by respondents when Arelik and Arzum
brands were mentioned, it was found out that Arelik was associated with refrigerator
with %71.8 while Arzum was associated with fruit processor with %73,5. This result
supports the explanation above as functionality has a significant influence on Arelik
while portability has significant influence on Arzum. It can be assumed that attributes
have relationship with the product groups associated with the brand as well.
The other significant associations-after-sales service, guarantee period, being
easy to use-can be explained with the nature of durable goods since these products are
not consumed or quickly disposed of, and can be used for several years and because of
the technology used and complicated instructions, being easy to use gets importance
for this product group. Color as a significant dimension can be explained as the
changing expectation of consumers about the color of white-goods since only a few

96
years ago, all the white-goods were white while in the last years, consumers would like
to have white goods in other colors as well such as grey. Hence, firms can benefit form
this expectation about the change in color. Added to this, design gets importance which
can be related with the changing design patterns in all sectors.
Secondly, this study tries to explain the effect of change in brand elements of
successful brands in the last years. Therefore, it can be concluded that change in the
visible parts of brands are also important as brand associations which should be
consistent with each other (Keller, 1998) Since, there is not any study related with
change in brand elements in white-good sector in Turkey, this study will be a good
starting point for further researches. As demonstrated earlier, change in brand elements
affected perceived quality, design, technology, durability, price, trustworthiness, target
customers and assortment. Surprisingly, the highest change was perceived in design,
target customer and assortment. Added to this, the perceived change in brand elements
were significantly different for each brand according to differences between means. The
change in these brand elements have affected the attitude towards each brand
significantly which is supported by the depth-interview conducted with the Marketing
Director of Arelik who stated the positive effect of this change in both attitude and
sales.
It should be lastly mentioned that demographic criteria and the habits of
respondents differ in attitude and attitude change towards brand because of the change
in brand elements. This fact can be used while creating strategies for change in brand
associations and brand elements.
All things considered, this study provides a deep understanding of relative
effect of each dimension of associations in white-good sector which is growing in the
last four years since the economic crisis in 2001 parallel to the increasing population of
Turkey in which the need to white-good is also increasing. At this point, it is thought
that, despite the limitations of the study, this study will be quite helpful for the white-
good firms while creating their strategies in order to affect attitude towards their brand
since there are only a few researches conducted related with this subject.

97
5.4. Limitations of the Study

The limitations of the study can be summarized as sampling procedure, money
and time concerns briefly. Because of the budget constraint, convenience sampling was
used which ended with a biased sampling which could not present the whole sample in a
correct way. For instance, with a high percentage of the respondents had high income
and high education level which was the signal of the fact that low income and low
educated people could not be presented. Added to this, time constraint was an obstacle
for this study since the questionnaires were completed in only two months. Because of
budget constraint, there was not any incentive for the respondents to answer the
questionnaire. Lastly, many of the respondents filled out the questionnaire without the
discretion of an observer. Thus, error to inaccurate answers lacks of answers, or
miscoding occurred.













98
5.5. Recommendations for Further Research

This study provides a starting point in order to understand the link and
relationship as well between brand associations and brand attitude in Turkish white
good sector only analyzing two major brands in sector; Arelik which had the highest
market share and Arzum, changed its brand image and brand elements in the last tow
years.
As explained previously, this study had limitations because of time and budget
constraints which resulted in a convenience sampling. In other words, differences
between the sample chosen and actual population can exist because of this non-
probability sampling procedure. To sum up, future efforts should chose the sample
based on probability techniques which should represent the actual population.
Although attitude change wanted to be measure, since there was not a test
period for the same sample in which the results would be measure before and after the
change in brand elements because of constraints, perceived change were assessed in the
study by informing the customers about the change Arelik and Arzum lived in the last
two years based on different brand elements and perception of change in attitude was
measured. Therefore, in further researches, attitude change should be analyzed by not
only perceptions of customers but by also test period in which pre and post of the
change should be measured.
Also, the relationship between brand awareness and brand elements should be
analyzed in a more scientific way which was mentioned in the literature in qualitative
researches. In this study, only the awareness level of brands and first product groups
associated with the brands were analyzed with percentages
Lastly, choosing the brands in the survey to compare should be taken into
consideration in a more scientific process. In this study, the brands that changed one of
their brand elements in the last two years were chosen from newspapers and marketing
magazines in Turkey by the researcher and a simple questionnaire was conducted in
order to measure the awareness of the respondents about the change in brands. Luckily,

99
change in Arelik and Arzum were perceived at a higher level than the other brands and
these two brands were chosen among five brands.

















100
APPENDIX 1
Variables and Questions
Dimension Sub-dimension
Sub sub-
dimension
Question-English Question-Turkish Sources
Brand Awareness Brand recall of
Arelik-Arzum
First three goods white goods company you
remember
Ltfen aklnza gelen beyaz eya
firmalarndan ilk 3'nn aada
belirtiniz:
Keller, 1998
Aaker,1991
Chandon, 2003
Macdonald&Sharp,
2003
First association
linked in the
memory-Arelik
First words remembered when Arelik is
mentioned
Arelik deyince aklnza gelen ilk
kelime nedir?
Generated by author

First association
linked in the
memory-Arzum
First words remembered when Arzum is
mentioned
Arzum deyince aklnza gelen ilk
kelime nedir? Generated by author
Brand
recognition of
Arelik
First three products when Arelik is
mentioned.
Aadaki rnlerden hangileri size
ARELK markasn artrr?
Ltfen ilk 3'n, ilk aklnza gelen 1
olacak ekilde sralaynz.
Keller, 1998
Aaker, 1991
Macdonald&Sharp,
2003
Brand
recognition of
Arzum
First three products when Arzum is
mentioned.
Aadaki rnlerden hangileri size
ARZUM markasn artrr?
Ltfen ilk 3'n, ilk aklnza gelen 1
olacak ekilde sralaynz.
Keller, 1998
Aaker, 1991
Macdonald&Sharp,
2003
Brand
Associations
Degree to which extend the customers agree
with product related attributes of Arelik?
Arelik ve Arzum markal rnler
ile ilgili aadaki ifadelere hangi
oranda katlp katlmadnz ltfen
belirtir misiniz?

Netemyer&Bearden,
1999
Keller, 1998
Aaker, 1993
Rio,
Vazquez&Iglesias,
2001
Chandon, 2003



101
Attributes Product
Related
Attributes


Quality Qualified. Kalitelidir. Netemyer&Bearden,
1999
Keller, 1998
Aaker, 1993
Rio,
Vazquez&Iglesias,
2001
Chandon, 2003
Guarantee Guarantee period is long. Garanti sresi uzundur. Netemyer&Bearden,
1999
Color Colorful Renkleri eitlidir. Keller, 1998
Functionality Functional Fonksiyoneldir. Aaker, 1993
Portability Portable Portatiftir. Rio,
Vazquez&Iglesias,
2001
Durability Durable Dayankldr. Chandon, 2003
After sales
service
After sales service is good. Servis sonras hizmeti iyidir. Netemyer&Bearden,
1999
Design Design is modern. Tasarm moderndir. Keller, 1998
Assortment Product assortment is high. rn eidi oktur. Aaker, 1993
Technology Technological Teknolojiktir. Rio,
Vazquez&Iglesias,
2001
Attributes Non-Product
Related
Attributes
Keller, 1998
Aaker, 1993
Rio,
Vazquez&Iglesias,
2001

Price Expensive Pahaldr. Netemyer&Bearden,
1999
User imagery Preferred by women. Bayanlarn tercihidir. Keller, 1998
User imagery Preferred by man. Erkeklerin tercihidir. Aaker, 1993

102
User imagery Preferred by young. Genler tercih eder. Rio,
Vazquez&Iglesias,
2001
User imagery Preferred by old. Orta yallar tecih eder. Chandon, 2003
User imagery Preferred by high income people. Gelir dzeyi yksek insanlar tercih
eder.
Netemyer&Bearden,
1999
Usage imagery Easy to use. Kullanm kolaydr. Keller, 1998

Personality

If Arelik were a person, which personality
treats it would have?

ARELK bir insan
olsayd,aadaki zelliklerden
hangilerine sahip olurdu?
(lgili ksma X iareti koymanz
yeterli olacaktr.Birden fazla k
iaretleyebilirsiniz.)

Netemyer&Bearden,
1999
Keller, 1998
Aaker, 1993
Rio,
Vazquez&Iglesias,
2001
Chandon, 2003
If Arzum were a person, which personality
treats it would have?
ARZUM bir insan olsayd,aadaki
zelliklerden hangilerine sahip
olurdu?
(lgili ksma X iareti koymanz
yeterli olacaktr.Birden fazla k
iaretleyebilirsiniz.)
Netemyer&Bearden,
1999
Keller, 1998
Aaker, 1993
Rio,
Vazquez&Iglesias,
2001
Chandon, 2003
Feelings&expe
rience
Satisfied for using it Kullandm iin memnunum Chandon, 2003
Feelings&expe
rience
Happy for using it Kullandm iin mutluyum. Netemyer&Bearden,
1999
Feelings&expe
rience
Worth that money Verdiim paraya deer Keller, 1998
Feelings&expe
rience
Innovative Yenilikidir. Aaker, 1993
Benefits Experiental
benefits
Safe Gvenlidir. Aaker, 1993
Experiental
benefits
Trustworthy Gvenilirdir. Rio,
Vazquez&Iglesias,

103
2001
Symbolic
benefits
Trendy Modaya uygundur. Rio,
Vazquez&Iglesias,
2001
Symbolic
benefits
Prestigious Prestijlidir.
Generated by author
Symbolic
benefits
Exists in every house. Her evde bulunur. Netemyer&Bearden,
1999
Brand elements Importance of
brand elements
in recognizing
the brand
Please, sort the following brand elements in
importance order:
Brand name
Logo
Slogan
Jingle
Character
Package
Ltfen, markayla arm yapma
nemine gre aadaki ifadeleri
1den 6 ya kadar sralaynz. (1=En
nemli 6=En nemsiz olacak
ekilde)
Markann ad
Markann logosu
Markann slogan
Markann karakteri
Markann jingle (reklam mzii)
Markanin ambalaj
Keller, 1993
Aaker, 1991
Attitude Cognitive
component
Being my favorite brand Favori markamdr. Keller, 1998
Chandon, 2003
Srinavasan&Till,
2002
Hawkins,
Best&Covey, 2001
Cognitive
component
Recommending to friends&relatives Dostlarma/arkadalarma satn
almalarn tavsiye ederim.
Chandon, 2003
Srinavasan&Till,
2002

Effective
component
Positive feelings about the brand Arelik/Arzum markas ile ilgili
dncelerim olumlu.
Keller, 1998
Chandon, 2003
Srinavasan&Till,
2002
Hawkins,
Best&Covey, 2001


104
Effective
component
Liking the brand Arelik/Arzum markal rnleri
seviyorum
Keller, 1998
Chandon, 2003
Srinavasan&Till,
2002
Hawkins,
Best&Covey, 2001
Behavioral
component
Intention to purchase Arelik/Arzum
products
ArelikArzum piyasaya baka bir
rn karsa, almay dnrm.
Keller, 1998
Chandon, 2003
Srinavasan&Till,
2002
Hawkins,
Best&Covey, 2001
Behavioral
component
Intention to purchase Arelik/Arzum
products
Fiyat avantaj olsa bile baka bir
beyaz eya markas almay
dnmem.

Behavioral
component
Intention to purchase Arelik/Arzum
products
Gelecekte satn almay dnrm. Keller, 1998
Chandon, 2003
Srinavasan&Till,
2002
Hawkins,
Best&Covey, 2001
Loyalty Satisfied for using the brand Arelik/Arzum markal rnleri
kullanmaktan memnunum.
Hawkins,
Best&Covey, 2001
Never thinking to purchase another brand Baka bir beyaz eya markas
almay dnmem.
Hawkins,
Best&Covey, 2001
Liking the brand Arelik/Arzum markal rnleri
seviyorum.
Hawkins,
Best&Covey, 2001
Attitude Change A brief explanation about the change in
Arelik and Arzum brands. Later, the
degree how much this change has affected
the attitude towards the brand based on the
following criteria:
Quality
Price
Durability
Technology
Arelik ve Arzumun geirdii
deiimle ilgili ksa bir aklama.
Ardndan, bu deiimin aadaki
zelliklerini hangi oranda deitirip
deitirmedii;
Kalite
Fiyat
Dayankllk
Teknoloji
Keller, 1998
Aaker, 1991
Generated by the
author.

105
Design
Trustworthiness
Consumer
Assortment
Tasarm
Gvenilirlik
Hitap ettii kitle
rn eidi
White goods
purchasing habits
Who does the white-goods shopping at
home?
Evde beyaz eya alveriini kim
yapar?
Generated by the
author.
When did you last purchase white-goods? En son ne zaman beyaz eya satn
aldnz?
Generated by the
author.
Do you use small home appliances? Kk ev aletleri kullanyor
musunuz?
Generated by the
author.
Advertising
watching habits
TV TV ads watching habits TVde reklam izleme alkanl Generated by the
author.
Radio Radio ads listening habits Radyoda reklam dinleme alkanl Generated by the
author.
Newspaper-
magazine
Reading newspaper ads habits Gazete reklam okuma alkanl Generated by the
author.
Demography Gender
Monthly income
Age
Marital status
Education level
Occupation
Car ownership
Brand of the car
Home ownership
Residance
Cinsiyetiniz:
Aylk geliriniz:
Yanz:
Medeni durumunuz:
Eitim seviyeniz:
durumunuz:
Arabanz var m:
Varsa markas
Eviniz:
Oturduunuz semt
Karjaluoto,
Mattila&Pento, 2002
Generated by the
author.




106
APPENDIX 2
QUESTIONNAIRE
s.1
1. Ltfen aklnza gelen beyaz eya firmalarndan ilk 3'nn aada belirtiniz:
1........................................
2.......................................
3.......................................
2. Arelik deyince aklnza gelen ilk kelime nedir? Arzum deyince aklnza gelen ilk kelime nedir?
................................... ........................................................
3. Arelik ve Arzum markalarnn artrd rn gruplarn belirtiniz:
........... Buzdolab ........... ........... Mutfak robotu ...........
........... amar makinesi ........... ........... Meyve skaca ...........
........... Bulak makinesi ........... ........... Elektirk sprgesi ...........
........... Mzik seti ........... ........... Sa kurutma makinesi ...........
........... Klima ........... ........... t ...........
........... Mutfak robotu ........... ........... Fritz ...........
........... DVD player ........... ay robotu ...........
........... Cep telefonu
4. Arelik ve Arzum markal rnler ile ilgili aadaki ifadelere hangi oranda katlp katlmadnz ltfen belirtir misiniz?
(lgili ksma X iareti koymanz yeterli olacaktr.)
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1 2 3 4 5 1 2 3 4 5
Renkleri eitlidir.
Fonksiyoneldir.
Aadaki rnlerden hangileri size ARELK markasn
artrr? Ltfen ilk 3'n, ilk aklnza gelen 1 olacak ekilde
sralaynz.
Marmara niversitesi Sosyal Bilimler Enstits ngilizce retim Ynetimi ve Pazarlama Yksek Lisans Bitirme tezi ve projesi
kapsamnda "Beyaz Eya Sektrnde Marka Bileenleri ve Marka armlarnn Mteri Tutumu zerindeki Etkisini" lebilmek
amacyla bu anket hazrlanmtr .Yapm olduum bu aratrma dahilinde vereceiniz bilgiler kesinlikle gizli tutulacak ve yalnzca
aratrma amal kullanlacaktr.Bu anketten alnacak sonularn doru ve gvenilir olmas almann baarya ulamas asndan
nemlidir. Bu sebeple, ltfen tm sorular cevaplaynz. Anketi doldurmanz sadece 10 dakikanz alacaktr. Yardmlarnz iin imdiden
ok teekkrler...
Kalitelidir.
Garanti sresi uzundur.
Servis sonras hizmeti iyidir.
Tasarm moderndir.
rn eidi oktur.
Teknolojiktir.
Her evde bulunur.
Gelir dzeyi yksek insanlar
tercih eder.
Pahaldr.
Bayanlarn tercihidir.
Erkeklerin tercihidir.
Genler tercih eder.
Servis sonras hizmeti iyidir.
Kullandm iin mutluyum.
Verdiim paraya deer.
Yenilikidir.
Kullanm kolaydr.
Gvenlidir.
Gvenilirdir.
Kullandm iin memnunum.
Orta yallar tecih eder.
Eitimli insanlarn tercihidir.
Portatiftir.
Dayankldr.
ARELK
markal rnler:
ARZUM
markal rnler:
Kalitelidir.
Garanti sresi uzundur.
Dayankldr.
Portatiftir.
Renkleri eitlidir.
Fonksiyoneldir.
Tasarm moderndir.
rn eidi oktur.
Teknolojiktir.
Pahaldr.
Bayanlarn tercihidir.
Erkeklerin tercihidir.
Genler tercih eder.
Orta yallar tecih eder.
Prestijlidir.
Gelir dzeyi yksek insanlar
tercih eder.
Eitimli insanlarn tercihidir.
Her evde bulunur.
Kullanm kolaydr.
Prestijlidir.
Modaya uygundur.
Gvenlidir.
Gvenilirdir.
Kullandm iin memnunum.
Kullandm iin mutluyum.
Verdiim paraya deer.
Yenilikidir.
Modaya uygundur.
Kahve makinesi
Televizyon
Frn
Setst ocak
Bilgisayar
Aadaki rnlerden hangileri size ARZUM markasn
artrr? Ltfen ilk 3'n, ilk aklnza gelen 1 olacak
ekilde sralaynz.
Baskl
Izgara
Frn
Setst ocak
Tost makinesi
Dier: (Ltfen belirtiniz)
Elektrik sprgesi
Dier: (Ltfen belirtiniz)


107
s.2.
5. 6.
......... Samimi ......... ......... Samimi ......... Fakir
......... Neeli ......... ......... Neeli ......... Sinirli
......... alkan ......... ......... alkan ......... Zeki
......... Yaratc ......... ......... Yaratc ......... Bayan
......... Yal ......... ......... Yal ......... Erkek
......... Gen ......... ......... Gen ......... Cesur
......... Baarl ......... ......... Baarl ......... Dinamik
......... Drst ......... ......... Drst ......... Dier:
......... yi eitimli ......... ......... yi eitimli .........
7. ARELK VE ARZUM markal rnlerle ilgili aadaki ifadeleri nasl deerlendiriyorsunuz?
K
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8.
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1 2 3 4 5 1 2 3 4 5
Markann logosu
Kalitesi
Fiyat
Dayankll
Teknolojisi
Bayan
Markann slogan
Markann karakteri
Markann jingle (reklam
mzii)
Markanin ambalaj
ARZUM bir insan olsayd,aadaki
zelliklerden hangilerine sahip olurdu?
(lgili ksma X iareti koymanz yeterli
olacaktr.Birden fazla k
iaretleyebilirsiniz.)
Tasarm
Ltfen, markayla arm
yapma nemine gre aadaki
ifadeleri 1den 6 ya kadar
sralaynz. (1=En nemli 6=En
nemsiz olacak ekilde)
Markann ad
Erkek
Cesur
ARELK bir insan olsayd,aadaki
zelliklerden hangilerine sahip olurdu?
(lgili ksma X iareti koymanz yeterli
olacaktr.Birden fazla k iaretleyebilirsiniz.)
Dinamik
Dier:
Zeki
Fakir
Sinirli
ARELK
Gelecekte satn almay dnrm.
Dostlarma/arkadalarma satn almalarn
tavsiye ederim.
Arelik markal rnleri kullanmaktan
memnunum.
Arelik markal rnleri seviyorum.
Arelik piyasaya baka bir rn karsa,
almay dnrm.
Favori markamdr.
Arelik markas ile ilgili dncelerim
olumlu.
Dayankll
Teknolojisi
Tasarm
Fiyat avantaj olsa bile baka bir beyaz
eya markas almay dnmem.
Baka bir beyaz eya markas almay
dnmem.
ARELK markal rnler:
Kalitesi
Dostlarma/arkadalarma satn
almalarn tavsiye ederim.
Arzum markal rnleri
kullanmaktan memnunum.
Bildiiniz gibi ARELK ve ARZUM markalar getiimiz sene byk bir deiim geirdi. ARELK ve ARZUM markasnn logosu,
jingle', slogan, karakterleri aadaki gibi deiti:
Sizce, bu deiimin ARELK ve ARZUM markal rnlerin aada belirtilen zelliklerini hangi oranda deitirdiini belirtir misiniz?
Arelik demek yenilik demek! Arzum dnyas!
Fiyat
Fiyat avantaj olsa bile baka bir
beyaz eya markas almay
dnmem.
Baka bir beyaz eya markas
almay dnmem.
ARZUM markal rnler:
Favori markamdr.
Arzum markas ile ilgili
dncelerim olumlu.
Arzum markal rnleri
seviyorum.
Arzum piyasaya baka bir rn
karsa, almay dnrm.
ARZUM
Gelecekte satn almay
dnrm.





108
s.3.
9. 10. En son ne zaman beyaz eya satn aldnz?
......... Kendim ......... Geen ay
......... Eim ......... 3 ay nce
......... Annem ......... 6 ay nce
......... Babam ......... 1 sene nce
.........
Dier
(Ltfen
belirtiniz.
) ......... Hatrlamyorum
11. Kk ev aletleri kullanyor musunuz?
......... Hi kullanmam
......... Nadiren kullanrm
......... Ara sra kullanrm.
......... Sk kullanrm.
......... Eim kullanr.
......... Evde alan bayan (temizliki) kullanr.
12. Aadaki ifadelerden hangisine katldnz ltfen belirtiniz.lgili ksma X iareti koymanz yeterli olacaktr.
TV reklamlarn; Radio reklamlarn; Gazete-dergi reklamlarn;
......... Genellikle izlerim ......... Genellikle dinlerim. ......... Genellikle okurum.
......... Ara sra izlerim ......... Ara sra dinlerim. ......... Ara sra okurum.
......... Bazen izlerim ......... Bazen dinlerim. ......... Bazen okurum.
......... Nadiren izlerim ......... Nadiren dinlerim. ......... Nadiren okurum.
......... Hi izlemem. ......... Hi dinlemem. ......... Hi okumam.
.......... Bay Aylk geliriniz:
.......... Bayan ..........500YTL ve alt ..........3001YTL ve 4000YTL aras
..........501YTL ve 1000YTL aras ..........4001YTL ve 5000YTL aras
................. ..........1001YTL-2000YTL aras ..........5001YTL ve zeri
..........2001YTL-3000YTL aras
Medeni durumunuz: ......... Evli
......... Bekar
......... Dier
Eitim seviyeniz: durumunuz: Arabanz var m: Evet
......... lkokul ......... renci Hayr
......... Ortaokul mezunu ......... almyor Varsa markas:..................
......... Lise mezunu ......... Emekli
......... niversite mezunu ......... alyor Eviniz: ......... Kira
......... Yksek lisans mezunu ......... Kendime ait.
......... Dier: alyorsanz mesleiniz:...................... ......... Aileme ait
Oturduunuz semt:...........................................................
Ad soyad: ......................
Telefon: .......................
Zaman ayrdnz iin teekkrler.....
Evde beyaz eya alveriini kim yapar?
Yanz:
Cinsiyetiniz:





109

APPENDIX 3
DEPTH INDERTVIEW QUESTONS
(TRKE)
1. Unilever/Arelik logosunun deitirilmesinin ana nedenlerinden
ksaca bahseder misiniz?
2. Daha nceki logo ile imdiki logo arasnda temel farkllklar nelerdir?
3. Logo deiiminin, Unilever/Arelik marka bilinirlii zerindeki
etkisinden ksaca bahseder misiniz?
4. Logo deiiminin, Unilever/Arelik marka imaj zerindeki etkisinden
ksaca bahseder misiniz?
5. Logo deiiminin, Unilever/Arelik marka zellikleri (rnle ilikili
zellikler, rnle ilikili olmayan zellikler; fiyat, kullanc imaj, kullanm imaj, his
ve tecrbeler, marka kiilii) zerindeki etkisinden ksaca bahseder misiniz?
6. Logo deiiminin, Unilever/Arelik marka deeri zerindeki
etkisinden ksaca bahseder misiniz?
7. Son olarak, logo deiiminin, tketicinin Unilever/Arelik markal
rnlere olan tutumu zerindeki etkisinden ksaca bahseder misiniz?


(ENGLISH)

1. Could you please tell me about the main reasons of logo change?
2. What are the main differences between the new and old logo?
3. Could you please tell me about the effect of this change on your brand
awareness?
4. Could you please tell me about the effect of this change on your brand
image?
5. Could you please tell me about the effect of this change on your brand
associations; both for product related and non-product related ones?
6. Could you please tell me about the effect of this change on your brand
equity?
7. Lastly, could you please tell me about the effect of this change on the
attitude of customers towards your brand?







110
APPENDIX 4
LIST OF PREVIOUS STUDIES
Researcher Year Study
Myers 2003 Brand Equity
Taylor 2004 Brand Equity
Keller 1998 Brand Equity
Longman 2004 Brand Management
Aaker 1991 Brand Equity
Rio, Vazquez&Iglesias 2001
Brand Associations and
Brand Equity
Sethuraman, 2003 Brand Equity
Mrugank, Thakor&Lavack 2003
Brand Associations and
Perception
Hoyar&Broen 1990 Brand Awareness
Chandon 2003 Brand Awarness
Rio, Vazquez&Iglesias 2001 Role of Brand Name
Srinivasan 1994 Brand Equity
Walgren, Ruble & Donthu, 1995
Brand Equity and
Preference
Hawkins&Coney 2001 Consumer Behavior
Karjaluoto,
Mattila,&Pento
2002 Attitude and Brand Equity
Srinivasan&Till, 2002 Brand Attributes
Ambler & Styles 1997 Brand Extension
Aaker 1996 Measuring Brand Equity
Keller 1993 Measuring Brand Equity



111

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115

INTERNET SITES:
www.arcelik.com.tr, May 10, 2005
www.arzum.com.tr, May 10, 2005
www.bp.com, June 1, 2005
www.ptt.gov.tr, June 1, 2005
www.piyale.com.tr, May 10, 2005
www.eczacibasi.com.tr, January 20, 2006
www.unilever.com, May 10, 2005
www.shell.com.tr, May 10, 2005
www.omurgida.com.tr, May 10, 2005
www.vestel.com.tr, May 10, 2005
http://www.atkinson.yorku.ca/~lripley/cbUattitude.htm, March 20, 2006
http://www.vormit.nl/nyenrode/uittreksel%20MS.pdf , May 25, 2006)
http://www.answers.com/topic/durable-goods, May 12, 2006
http://en.wikipedia.org/wiki/Brand, May 25, 2005