The effect of brand associations: a field study on Turkish consumers

Over the last decades, companies have significantly increased their investments in the creation and development of brands. The brand creates value for both the consumers and the company. Consumers' brand associations are a key element in brand management. Managers are interested in both the intensity and the strength of brand associations. This paper studies whether different types of brand associations have an impact on the purchasing decisions of consumers. This study was carried out at six of the biggest shopping malls in Ankara, Turkey with the participation of 601 consumers between the ages of 15-35.