| Summary: | 碩士 === 亞洲大學 === 經營管理學系碩士班 === 101 === Consumer behavior has always been a central topic for marketers and upon this subject many researches have been done. Currently, the mobile phone sector has been more complex with changes in technology, economy and some other factors. Competition has increased rapidly with these changing environmental conditions which has made brand equity more important for companies.
This research focuses on the impacts of brand equity on consumer purchasing behavior in the mobile phone market of Turkey. When analyzed it is found that brand equity components including brand awareness, brand association, perceived quality and brand loyalty have a significant effect on consumer purchasing behavior in the mobile phone market of Turkey.
The results of this research would be helpful for marketers who need to clearly understand the effects of brand equity as well as consumer purchasing behavior, to develop better brand and marketing strategies and gain positive competitive advantage in the mobile phone market of Turkey.
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