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BUSINESS & MANAGEMENT STUDIES:
AN INTERNATIONAL JOURNAL
Published: 2020-03-25

THE EFFECT OF BRAND EXPERIENCE OF VESTEL BRAND MOBILE PHONE USERS ON REPURCHASE DECISIONS

Asisst. Prof. Dr., Bolu Abant İzzet Baysal University
Assoc. Prof. Dr., Trakya University
Brand Experience, Repurchase Decision, Smart Mobile Phone

Abstract

Nowadays it is known that there is a serious competition in the smart mobile phone industry. Domestic or foreign brands operating in the sector are adding new features and constantly appear to consumers with new models. Among the devices in which many of the features are similar, consumers prefer brands that offer them different experiences. Therefore, the way that brands operating in the sector can survive is to satisfy consumers in terms of design, ease of use, touch, after-sales services and brand value. The improvements made by brands in line with the preferences and expectations of consumers will positively affect the consumers' repurchase decisions. In this context, the aim of the study was to investigate the effect of the brand experiences of Vestel mobile phone users on the purchasing decisions. As a result of the research, it was determined that sensory, emotional and operational dimensions of brand value dimensions had an impact on consumers' intention to buy again.

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How to Cite

Gümüş, N., & ONURLUBAŞ, E. (2020). THE EFFECT OF BRAND EXPERIENCE OF VESTEL BRAND MOBILE PHONE USERS ON REPURCHASE DECISIONS. Business & Management Studies: An International Journal, 8(1), 396-418. https://doi.org/10.15295/bmij.v8i1.1200