doi: 10.18178/joebm.2017.5.10.534
Antecedents of Brand Preference: Symbolic or Functional
Akin Kocak 1
,
Nursel Ruzgar 2
- 1 Ankara University, Turkey
- 2 Ryerson University, Canada
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.
Keywords
- Brand preferences
- experience
- brand personality
- self-congruity
How to 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. https://doi.org/10.18178/joebm.2017.5.10.534
Copyright & License
Copyright © 2017 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).