SDÜ İktisadi ve İdari Bilimler Fakültesi Dergisi, Cilt 14, Sayı 2 (2009)

USING ASSOCIATIONS TO CREATE POSITIVE BRAND ATTITUDE FOR GENERATION Y CONSUMERS: APPLICATION IN FASHION RETAILING

Müge YALÇIN, İrem EREN ERDOĞMUŞ, Şule DEMİR

Özet


The purpose of the study is to understand which brand associations create positive brand attitude and purchase intention in the minds of Generation Y consumers for the fashion retailing in Turkey. Generation- Y, born between 1977 and 1994, represents 15 million people in Turkey. The concepts of brand associations and attitude are discussed in the light of current literature and empirical findings are interpreted on the subject matter. The results of the study show that several brand associations, namely convenience, value for money and experiential shopping, have significant effects on positive brand attitude.
Brand attitude, brand associations, generation Y, fashion retailing.

Tam Metin: PDF