Dimensions of brand knowledge: Turkish university students' consumption of international brands

Abstract

Brand has been considered as one of the most important assets of a company and studied by many scholars. Brand knowledge, which comprises brand awareness and brand image, is the consumer side of brand. The objective of this study is to reveal the brand knowledge of nine fashion brands which are largely consumed in Turkey. An exploratory study is performed among university students of different departments and the results are compared with respect to the departments, gender of the students and the usage frequencies of these brands. In conclusion it can be suggested that students belonging to the departments that are more related with fashion and female consumers have deeper brand knowledge.