The Level of Brand Awareness in Consumer Electronic Products: The Example of Kazakhstan and Kyrgyzstan

Yazarlar

  • Kutay Oktay Kastamonu University Department of Tourism and Hotel Management, Kastamonu University, Turkey
  • Bilgehan Gülcan Kyrgyz-Turkish Manas University, Department of Tourism and Hotel Management, Kyrgyzstan. Gazi University, Department of Tourism Management, Turkey
  • Musa Çakır Ahmet Yesevi University, Department of Business Administration, Kazakhstan

Anahtar Kelimeler:

Brand Awareness- Electronic Consumer Products- Kazakhstan- Kyrgyzstan

Özet

Brand awareness which is considered as one of the most important factor affecting the consumer purchasing preferences has been investigated by both academics and practitioners in the field of marketing in recent years. The current study investigated brand awareness in Kazakhstan and Kyrgyzstan regarding consumer electronic products, such as laptop computers, tablet computers, and cell phones. To determine brand awareness, data were obtained by using suitable market analysis methods, and then analyzed by using the Spearman correlation and the chi-square test for independence. Based on the study results, it was observed that the level brand awareness was high for laptop computers and cell phones, while being comparatively lower for tablet computers.

İndir

Yayınlanmış

13-06-2021

Nasıl Atıf Yapılır

Oktay, K., Gülcan, B., & Çakır, M. (2021). The Level of Brand Awareness in Consumer Electronic Products: The Example of Kazakhstan and Kyrgyzstan. İşletme Araştırmaları Dergisi, 7(1), 103–124. Geliş tarihi gönderen https://isarder.org/index.php/isarder/article/view/212

Sayı

Cilt 7 Sayı 1 (2015)

Bölüm

Makaleler

Lisans

Creative Commons License

Bu çalışma Creative Commons Attribution-NoDerivatives 4.0 International License ile lisanslanmıştır.