EXAMINING THE RELATIONSHIP BETWEEN SENSORY BRANDING, BRAND AWARENESS AND PREFERENCE AFTER A BLIND TASTING TEST: AN APPLICATION ON TEA BRANDS

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dc.authoridOCEL, Yusuf/0000-0002-4555-7035
dc.contributor.authorÖcel, Yusuf
dc.contributor.authorDurak, İsmail
dc.date.accessioned2023-07-26T11:58:07Z
dc.date.available2023-07-26T11:58:07Z
dc.date.issued2023
dc.departmentDÜ, İşletme Fakültesi, Sağlık Yönetimi Bölümüen_US
dc.description.abstractThe aim of this research is to explore whether there is a relationship between sensory branding and brand awareness and blind taste. A questionnaire and an experiment were used together on 101 volunteers who were familiar with tea brands in the University of Duzce, Turkey. The questionnaire was applied to the participants to measure their sensory branding and brand awareness perceptions. In addition, for the blind taste test, the experiment was conducted. Frequency, Spearman's Rank Correlation, Cochran Q, McNemar, Mann Whitney U Test, and Logistic Regression tests were used to test the hypotheses. According to the results of the analysis, there were low and moderate relationships between sensory branding and brand awareness in tea brands. In addition, according to the results of the Cochran Q and McNemar tests, there was a difference between the tea brands based on the participants' blind taste test responses. Moreover, it was determined that the sensory brand perception of the participants did not differ according to the blind taste test results. Similarly, the findings of the blind taste test revealed that the participants' brand awareness perceptions did not differ. Furthermore, according to the logistic regression analysis findings, sensory branding and brand awareness did not have any effect on the blind taste test. According to the findings of this research, even though the product contents were same, brand studies created awareness in the consumer.en_US
dc.identifier.doi10.7906/indecs.21.1.8
dc.identifier.endpage113en_US
dc.identifier.issn1334-4684
dc.identifier.issn1334-4676
dc.identifier.issue1en_US
dc.identifier.startpage97en_US
dc.identifier.urihttps://doi.org/10.7906/indecs.21.1.8
dc.identifier.urihttps://hdl.handle.net/20.500.12684/13403
dc.identifier.volume21en_US
dc.identifier.wosWOS:000938269200008en_US
dc.identifier.wosqualityQ3en_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.institutionauthorÖcel, Yusuf
dc.institutionauthorDurak, İsmail
dc.language.isoenen_US
dc.publisherCroatian Interdisciplinary Socen_US
dc.relation.ispartofInterdisciplinary Description of Complex Systemsen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.snmz$2023V1Guncelleme$en_US
dc.subjectSensory Branding; Brand Awareness; Blind Tasting Test; Branded Taste; Tea Brandsen_US
dc.titleEXAMINING THE RELATIONSHIP BETWEEN SENSORY BRANDING, BRAND AWARENESS AND PREFERENCE AFTER A BLIND TASTING TEST: AN APPLICATION ON TEA BRANDSen_US
dc.typeArticleen_US

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