Effects of Brand on Consumer Preferences: A study in Turkmenistan
Using a measurement model of brand name and consumer preferences, this study aims to investigate the effects of brand name on consumer preferences in Turkmenistan. This study sought to investigate specifically, the influence of brand name on consumer’s preferences by utilizing structural equation...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Ala-Too International University
2015-11-01
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| Series: | Eurasian Journal of Business and Economics |
| Subjects: | |
| Online Access: | http://www.ejbe.org/EJBE2015Vol08No16p139ISIK-YASAR.pdf |
| Summary: | Using a measurement model of brand name and consumer preferences, this study
aims to investigate the effects of brand name on consumer preferences in
Turkmenistan. This study sought to investigate specifically, the influence of brand
name on consumer’s preferences by utilizing structural equation modeling (SEM)
technique. Moreover, all possible correlations between these dimensions or
domains of brand name and consumer preferences are also empirically tested. In
the context of the study, the introduced model was tested by a questionnaire
instrument with 10 items excluding the demographic variables. A total of 422
completed copies of questionnaires were evaluated for analysis. The results suggest
that, brand name variable have statistically significant relationships with consumer
preferences variable. The findings of the study indicated positive correlations
among the two variables with high factor loadings. Brand name of a product has
significant impact on the overall preferences of the consumers |
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| ISSN: | 1694-5948 1694-5972 |