{"id":4537,"date":"2019-07-26T11:27:53","date_gmt":"2019-07-26T08:27:53","guid":{"rendered":"https:\/\/www.berjournal.com\/?p=4537"},"modified":"2019-07-26T19:16:57","modified_gmt":"2019-07-26T16:16:57","slug":"exploring-the-effects-of-self-image-congruity-and-religiosity-on-brand-equity-of-grocery-stores","status":"publish","type":"post","link":"https:\/\/www.berjournal.com\/tr\/exploring-the-effects-of-self-image-congruity-and-religiosity-on-brand-equity-of-grocery-stores","title":{"rendered":"Exploring the Effects of Self-Image Congruity and Religiosity on Brand Equity of Grocery Stores"},"content":{"rendered":"

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Makale Bilgileri<\/td>\n<\/tr>\n
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Dergi:<\/td>\nBusiness and Economics Research Journal<\/td>\n<\/tr>\n
Makalenin Ba\u015fl\u0131\u011f\u0131:<\/td>\nExploring the Effects of Self-Image Congruity and Religiosity on Brand Equity of Grocery Stores<\/td>\n<\/tr>\n
Yazar(lar):<\/td>\nYusuf Arslan, Nihal S\u00fct\u00fctemiz<\/td>\n<\/tr>\n
Cilt:<\/td>\n10<\/td>\n<\/tr>\n
Say\u0131:<\/td>\n4<\/td>\n<\/tr>\n
Y\u0131l:<\/td>\n2019<\/td>\n<\/tr>\n
Sayfa:<\/td>\n959-972<\/td>\n<\/tr>\n
ISSN:<\/td>\n2619-9491<\/td>\n<\/tr>\n
DOI Numaras\u0131:<\/td>\n10.20409\/berj.2019.213<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/td>\n<\/tr>\n
\u00d6z<\/td>\n<\/tr>\n
Although brand equity is a largely discussed concept in the marketing literature, the studies have mainly been subjected the marketing activities as the antecedents of brand equity. After a vast literature review, it is seen that, consumer-based antecedents of brand equity are neglected at a certain level. This study aims to fill that gap and explores the effects of consumers\u2019 religiosity and self-image congruity on the brand equity of grocery stores operating in an emerging economy. The universe of the study is determined as people above the age of 18 who do the most of their grocery shopping from one of the two retailers included in the scope of this study. The data were collected via a survey of 822 customers of two large grocery retailers in Turkey. The results show that both religiosity and self-image congruity have significant effects on the dimensions of retailers\u2019 brand equity except retailer awareness. This study contributes to the literature by enhancing the understanding regarding the effects of consumer-based antecedents on retailer brand equity in emerging markets.<\/td>\n<\/tr>\n
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Anahtar Kelimeler:<\/td>\nRetailer Brand Equity, Self-Image Congruity, Self-Concept, Religiosity, Retailing<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/td>\n<\/tr>\n
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JEL S\u0131n\u0131fland\u0131rmas\u0131:<\/td>\nM10, M31<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n
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Makale Bilgileri Dergi: Business and Economics Research Journal Makalenin Ba\u015fl\u0131\u011f\u0131: Exploring the Effects of Self-Image Congruity and Religiosity on Brand Equity of Grocery Stores Yazar(lar): Yusuf Arslan, Nihal S\u00fct\u00fctemiz Cilt: 10 Say\u0131: 4 Y\u0131l: 2019 Sayfa: 959-972 ISSN: 2619-9491 DOI Numaras\u0131: 10.20409\/berj.2019.213 \u00d6z Although brand equity is a largely discussed concept in the marketing literature, […]<\/p>\n

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