BRAND COMMITMENTAS ACOMPONENTOFBRAND EQUITY- ARESEARCH CONCERNING COKE

Abstract

Brand equity is affected by many factors such as brand commitment, brand awareness, perceived quality and brand association. One of them brand royalty is important component of brand equity. In this research, it was investigated consumers’ brand preferences, brand royalty level and brand commitment factors on brands on coke product placed beverage sector. Asurvey carried out on 500 students at Dumlupinar University Economics and Administrative Sciences Faculty. The participants of this study were selected by stratified sampling from 4725 students. In this study, descriptive and correlational methods was used. Data were collected by a questionnaire including 31 items were analyzed at the SPSS 10.0 and the findings illustrated in frequency and cross tables. It is appeared that anational brand (Cola Turka) which introduced to the market recently shows important performance against the global coke brands (Coca Cola and Pepsi Coke). According to the findings, Cola Turka’s brand royalty level higher than the others. The results show that Cola Turka consumers’ main preference to choose brand is different from the others. However, it is required to be measured brand royalty level by observing development of this brand’s which introduced to the market recenlty.Brand equity, brand royalty, consumer behaviour, coke.