DSpace Arşivi :: by Yazar "Tekin, Sine" değerine göre listeleniyor

Listeleniyor 1 - 1 / 1

Effects of luxury brand perception and brand preference on purchase intention for cigar and cigarillo
(İstanbul Bilgi Üniversitesi, 2019) Tekin, Sine; Sezgin, Selime
Cigar and cigarillo related researches is relateviely an uncommon topic for the researches while there are a lot of researches about luxury consumption. In this research effects of luxury brand perception which has six factors as financial value, hedonic value, quality value, prestige value, conspiciousness value, uniqueness value and brand preference on purchase intention for cigar and cigarillo products. As a result of the study, it was revealed that hedonic and quality value have a positive effect of the purchase intention for cigar and cigarillo products. And also cigar consumption behaviors of the respondents were aimed to understood. In accordance with the research findings, goal is to make reccomendations and contrubiting to the marketing literature. And a future research can be conducted based on these findings maybe with additional variables.