• ISSN: 2301-3567
    • Frequency: Quarterly (2013-2014); Monthly (Since 2015)
    • DOI: 10.18178/JOEBM
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    • Executive Editor: Ms. Chloe Wu
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JOEBM 2017 Vol.5(10): 331-335 ISSN: 2301-3567
DOI: 10.18178/joebm.2017.5.10.534

Antecedents of Brand Preference: Symbolic or Functional

Akin Kocak and Nursel Ruzgar
Abstract— This paper seeks to explore how symbolic brand features and functional brand features affect consumers' brand preferences. Although researches on brand preferences have been focused on consumers’ cognitive judgments of brand attributes on a rational basis, the shift to experiential marketing, the cornerstone of branding, has expanded the role of the brand from a bundle of attributes to experiences. In this paper, besides functional features of brand (price and appearance), emotional factors of brand (experience, brand personality, and self-congruity) were chosen to determine consumers' brand preferences criteria. It is found that symbolic/emotional factors were the main factors for brand preferences.

Index Terms— Brand preferences, experience, brand personality, self-congruity.

Akin Kocak is with Ankara University, Turkey (e-mail: kocak@politics.ankara.edu.tr)
Nursel Ruzgar is with Ryerson University, Canada (e-mail: nruzgar@ryerson.ca)

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Cite: Akin Kocak and Nursel Ruzgar, " Antecedents of Brand Preference: Symbolic or Functional," Journal of Economics, Business and Management vol. 5, no.10, pp. 331-335, 2017.

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