The Impact of Brand Image on Customers’ Purchase Intention of Apparel (Koton Products): Evidence from Eastern Mediterranean University
This study empirically investigates “The Impact of Brand Image on Consumers’ Purchase Intention of Apparel (Clothing Products) in the case of Koton Clothing Company in North Cyprus”. A total number of 415 questionnaires were distributed among students of Eastern Mediterranean University and 300 were...
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Eastern Mediterranean University (EMU) - Doğu Akdeniz Üniversitesi (DAÜ)
2018
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Online Access: | http://hdl.handle.net/11129/4957 |
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fteastmediterrun:oai:i-rep.emu.edu.tr:11129/4957 2023-05-15T18:13:16+02:00 The Impact of Brand Image on Customers’ Purchase Intention of Apparel (Koton Products): Evidence from Eastern Mediterranean University Eskandri, Fatemeh Fethi, Sami 2018 http://hdl.handle.net/11129/4957 eng eng Eastern Mediterranean University (EMU) - Doğu Akdeniz Üniversitesi (DAÜ) Eskandri, Fatemeh. (2018). The Impact of Brand Image on Customers’ Purchase Intention of Apparel (Koton Products): Evidence from Eastern Mediterranean University. Thesis (M.A.), Eastern Mediterranean University, Institute of Graduate Studies and Research, Dept. of Business Administration, Famagusta: North Cyprus. http://hdl.handle.net/11129/4957 info:eu-repo/semantics/openAccess Business Administration Branding (Marketing)--Brand Image--Brand choice--Koton Products--Eastern Mediterranean University--Cyprus North Brand Image Purchase Intention EMU Students North Cyprus Independent T-test ANOVA test Regression Analysis masterThesis 2018 fteastmediterrun 2022-03-02T17:07:39Z This study empirically investigates “The Impact of Brand Image on Consumers’ Purchase Intention of Apparel (Clothing Products) in the case of Koton Clothing Company in North Cyprus”. A total number of 415 questionnaires were distributed among students of Eastern Mediterranean University and 300 were filled by the participants. Frequency, Descriptive Statistics, Independent sample T-test, One-Way Analysis of Variance (ANOVA) and Regression Analysis were conducted to investigate the case. Independent T-test results revealed 21 statistically significant differences among men and women participants’ perceptions regarding the research items. To investigate the possibility of existing any potential differences between the perceptions of our respondents’ subset groups, “Age Group”, Analyses of Variance (ANOVA Test) was carried out. Based on the relevant analysis, 18 statistically significant differences were observed among the age groups. Finally, the regression analysis results demonstrate 6 statistically significant factors effecting customers’ purchase intention. ÖZ: Bu çalışma, “Kuzey Kıbrıs'ta Koton Giyim Şirketi'nde Tüketicilerin Giyim Ürününün Satın Alma Niyeti Üzerine Marka İmajının Etkisi” çalışmasını ampirik olarak araştırmaktadır. Doğu Akdeniz Üniversitesi öğrencileri arasında toplam 415 anket dağıtılmış ve 300 kişi katılımcılar tarafından doldurulmuştur. Olgunun incelenmesi için Frekans, Tanımlayıcı İstatistik, Bağımsız örneklem T testi, Tek Yönlü Varyans Analizi (ANOVA) ve Regresyon Analizi yapılmıştır. Bağımsız T testi sonuçları, kadın ve erkek katılımcıların araştırma maddelerine ilişkin algıları arasında istatistiksel olarak 21 farklılık olduğunu ortaya koymuştur. Katılımcıların alt gruplarının algıları ile “Yaş Grubu”, arasında herhangi bir potansiyel farklılığın bulunup bulunmadığını araştırmak için Varyans Analizi (ANOVA Testi) uygulanmıştır. İlgili analiz sonuçları bağlamında, yaş grupları arasında 18 istatistiksel anlamlı farklılık gözlenmiştir. Son olarak, regresyon analizi sonuçları, müşterilerin satın alma niyetini etkileyen 6 istatistiksel açıdan önemli faktör göstermektedir. Master of Business Administration. Thesis (M.B.A.)--Eastern Mediterranean University, Faculty of Business and Economics, Dept. of Business Administration, 2018. Supervisor: Prof. Dr. Sami Fethi. Master Thesis sami Eastern Mediterranean University Institutional Repository (EMU I-REP), Famagusta |
institution |
Open Polar |
collection |
Eastern Mediterranean University Institutional Repository (EMU I-REP), Famagusta |
op_collection_id |
fteastmediterrun |
language |
English |
topic |
Business Administration Branding (Marketing)--Brand Image--Brand choice--Koton Products--Eastern Mediterranean University--Cyprus North Brand Image Purchase Intention EMU Students North Cyprus Independent T-test ANOVA test Regression Analysis |
spellingShingle |
Business Administration Branding (Marketing)--Brand Image--Brand choice--Koton Products--Eastern Mediterranean University--Cyprus North Brand Image Purchase Intention EMU Students North Cyprus Independent T-test ANOVA test Regression Analysis Eskandri, Fatemeh The Impact of Brand Image on Customers’ Purchase Intention of Apparel (Koton Products): Evidence from Eastern Mediterranean University |
topic_facet |
Business Administration Branding (Marketing)--Brand Image--Brand choice--Koton Products--Eastern Mediterranean University--Cyprus North Brand Image Purchase Intention EMU Students North Cyprus Independent T-test ANOVA test Regression Analysis |
description |
This study empirically investigates “The Impact of Brand Image on Consumers’ Purchase Intention of Apparel (Clothing Products) in the case of Koton Clothing Company in North Cyprus”. A total number of 415 questionnaires were distributed among students of Eastern Mediterranean University and 300 were filled by the participants. Frequency, Descriptive Statistics, Independent sample T-test, One-Way Analysis of Variance (ANOVA) and Regression Analysis were conducted to investigate the case. Independent T-test results revealed 21 statistically significant differences among men and women participants’ perceptions regarding the research items. To investigate the possibility of existing any potential differences between the perceptions of our respondents’ subset groups, “Age Group”, Analyses of Variance (ANOVA Test) was carried out. Based on the relevant analysis, 18 statistically significant differences were observed among the age groups. Finally, the regression analysis results demonstrate 6 statistically significant factors effecting customers’ purchase intention. ÖZ: Bu çalışma, “Kuzey Kıbrıs'ta Koton Giyim Şirketi'nde Tüketicilerin Giyim Ürününün Satın Alma Niyeti Üzerine Marka İmajının Etkisi” çalışmasını ampirik olarak araştırmaktadır. Doğu Akdeniz Üniversitesi öğrencileri arasında toplam 415 anket dağıtılmış ve 300 kişi katılımcılar tarafından doldurulmuştur. Olgunun incelenmesi için Frekans, Tanımlayıcı İstatistik, Bağımsız örneklem T testi, Tek Yönlü Varyans Analizi (ANOVA) ve Regresyon Analizi yapılmıştır. Bağımsız T testi sonuçları, kadın ve erkek katılımcıların araştırma maddelerine ilişkin algıları arasında istatistiksel olarak 21 farklılık olduğunu ortaya koymuştur. Katılımcıların alt gruplarının algıları ile “Yaş Grubu”, arasında herhangi bir potansiyel farklılığın bulunup bulunmadığını araştırmak için Varyans Analizi (ANOVA Testi) uygulanmıştır. İlgili analiz sonuçları bağlamında, yaş grupları arasında 18 istatistiksel anlamlı farklılık gözlenmiştir. Son olarak, regresyon analizi sonuçları, müşterilerin satın alma niyetini etkileyen 6 istatistiksel açıdan önemli faktör göstermektedir. Master of Business Administration. Thesis (M.B.A.)--Eastern Mediterranean University, Faculty of Business and Economics, Dept. of Business Administration, 2018. Supervisor: Prof. Dr. Sami Fethi. |
author2 |
Fethi, Sami |
format |
Master Thesis |
author |
Eskandri, Fatemeh |
author_facet |
Eskandri, Fatemeh |
author_sort |
Eskandri, Fatemeh |
title |
The Impact of Brand Image on Customers’ Purchase Intention of Apparel (Koton Products): Evidence from Eastern Mediterranean University |
title_short |
The Impact of Brand Image on Customers’ Purchase Intention of Apparel (Koton Products): Evidence from Eastern Mediterranean University |
title_full |
The Impact of Brand Image on Customers’ Purchase Intention of Apparel (Koton Products): Evidence from Eastern Mediterranean University |
title_fullStr |
The Impact of Brand Image on Customers’ Purchase Intention of Apparel (Koton Products): Evidence from Eastern Mediterranean University |
title_full_unstemmed |
The Impact of Brand Image on Customers’ Purchase Intention of Apparel (Koton Products): Evidence from Eastern Mediterranean University |
title_sort |
impact of brand image on customers’ purchase intention of apparel (koton products): evidence from eastern mediterranean university |
publisher |
Eastern Mediterranean University (EMU) - Doğu Akdeniz Üniversitesi (DAÜ) |
publishDate |
2018 |
url |
http://hdl.handle.net/11129/4957 |
genre |
sami |
genre_facet |
sami |
op_relation |
Eskandri, Fatemeh. (2018). The Impact of Brand Image on Customers’ Purchase Intention of Apparel (Koton Products): Evidence from Eastern Mediterranean University. Thesis (M.A.), Eastern Mediterranean University, Institute of Graduate Studies and Research, Dept. of Business Administration, Famagusta: North Cyprus. http://hdl.handle.net/11129/4957 |
op_rights |
info:eu-repo/semantics/openAccess |
_version_ |
1766185776340533248 |