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Abstract


REPUTATION FROM THE EYES OF CONSUMERS: AN ASSESSMENT ON ARÇELIK AND VESTEL CONSUMERS

ABSTRACT The rapidly changing dynamic structure of today's market environment and the fact that there are hundreds of the same products and services that demonstrate the same function have created a more challenging area for brands. One of the most important elements that can be a lifeline for brands during this difficult period is the reputation that occurs as a result of the impression that brands have created around them. Based on the importance of the subject, this study aimed to measure the reputation of white goods and small household appliance brands listed in the Fortune 50 List of Turkey in the eyes of consumers in Niğde. Since Arçelik and Vestel are included in the first 50 firms in the List, the survey used in the research was conducted with Arçelik and Vestel consumers. The data obtained were evaluated using the SPSS 24 Program and descriptive analysis was performed on the data. As a result of the data obtained, it was observed that the perception of reputation is defined differently among the consumers of different brands. For example, the elements that define the reputation of the brand for Arçelik consumers were listed as financial strength, reliability, having activities related to the areas such as education, health, culture, etc. and being a well-known brand. On the other hand, Vestel consumers expressed these elements as paying the taxes, protecting the rights of their employees, the price of their products/services and being an innovative brand. In the context of financial strength, it has been determined that both Arçelik and Vestel have a large and deep-rooted brand perception among their consumers.. However it was observed that the consumers of both brands did not report the desired positive opinion in response to the question; “Does this firm strive to contribute to the solution of fundamental problems in the society?”.



Keywords
Reputation, Consumer, Brand



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