struggle of the consumers, without investing a great deal in the creation of a good image apropos a good brand. Investing in … good brand increases the value of the company by creating unique emotional associations, entering the consciousness of the … value is created through the creation of emotional (perceivable) and functional (unperceivable) brand attributes, then the …

brand. To date, however, no research has explored whether consumers vary with regard to their tendency to form such … connections. In the current research, we conceptualize Brand-Extended Self-Construal (BESC) as the propensity for a consumer to …'s generalized tendency to form connections with brands meaningfully influences important aspects of brand attitudes and loyalty …

Business which determine the perception of its brand by consumers, will get the advantage in the competition. Todays … difference and competitive advantage is determined by brands. With brand personality studies, businesses can find out their … market position, brand perception and market share. In this context, it is aimed to determine university students’ perception …