Person:
DİRSEHAN, TAŞKIN

Profile Picture

Email Address

Birth Date

Research Projects

Organizational Units

OrgUnit Logo
Organizational Unit

Job Title

Last Name

DİRSEHAN

First Name

TAŞKIN

Name

Filters

20181
Reset filters

Settings

Start date: 2011 × End date: 2019 × Subject: Brand association ×

Search Results

Now showing 1 - 1 of 1
  • No Thumbnail Available
    PublicationMetadata only
    Measuring brand image using a cognitive approach: Representing brands as a network in the Turkish airline industry
    (ELSEVIER SCI LTD, 2018) DİRSEHAN, TAŞKIN; Dirsehan, Taskin; Kurtulus, Sema
    This study extends the previous brand image measurement processes by using a mixed (qualitative and quantitative) methodology, drawing upon a cognitive approach to represent consumers' minds as a network. Therefore, three consecutive studies have been designed from a sample of 1000 passengers to construct four distinct concept maps and a common one pertaining to four Turkish airline companies. The results show the importance of increasing flight comfort, training cabin crew, providing free appetizers, improving service quality, and ensuring timely departures in creating and sustaining a positive brand image. Academicians could use this methodology as an alternative technique to the traditional ones and practitioners could use it to evaluate brands' competitive advantages to create powerful brand images in consumers' minds.