The Reflection of Store Image on Icon Brand Perception

dc.authorwosid Tosun, Nurhan/AAM-9836-2021
dc.contributor.author Tosun, Nurhan Zeynep
dc.contributor.author Tosun, Nurhan
dc.contributor.other Halkla İlişkiler ve Reklamcılık Bölümü
dc.date.accessioned 2025-01-11T13:01:55Z
dc.date.available 2025-01-11T13:01:55Z
dc.date.issued 2021
dc.department Fenerbahçe University en_US
dc.department-temp [Tosun, Nurhan] Fenerbahce Univ, Iletisim Fak, Halkla Iliskiler & Reklamcilik Bolumu, Istanbul, Turkey en_US
dc.description.abstract Today, the increase in the number of stores has led to the emergence of many stores with similar features. The brands had to determine different strategies from stores of other brands while creating images of their stores because of this situation. In line with this purpose, brands, while creating store images, attach importance to store atmosphere elements such as color, product, packaging, store window layout, and light. In addition, the brands that want to be long-lasting and have the loyalty of the consumer today aim to become icon brands. Brands that endeavor to be icon brands also determine the elements of store atmosphere in line with this purpose. In other words, brands that care about store atmosphere differentiate and address the emotions of consumers, and usually try to become icons. In this context, the main purpose of the study is to determine whether there is a significant relationship between store image and icon brands and their sub-dimensions "brand personality", "identity myth" and brand storytelling perception. For this purpose, the research was applied to university students who consume coffee excessively, and the reflection of Starbucks' store image on icon brand perception was examined. In this context, the sample of the research consists of students of Marmara University. This is because it is the second state university with the highest student population in Istanbul and there are Starbucks stores around the campuses of Marmara University, unlike Istanbul University, which has the highest student population. In the study with a sample of 431 people, according to the regression analysis, there was a significant relationship between store image and icon brand perception. In the light of the data obtained, it is concluded that there is also a significant relationship between brand image and icon brand sub-dimensions "brand personality", "identity myth" and "brand storytelling' perception. en_US
dc.description.woscitationindex Emerging Sources Citation Index
dc.identifier.citation 1
dc.identifier.doi 10.17829/turcom.805829
dc.identifier.endpage 221 en_US
dc.identifier.issn 2630-6220
dc.identifier.issue 38 en_US
dc.identifier.scopusquality N/A
dc.identifier.startpage 205 en_US
dc.identifier.uri https://doi.org/10.17829/turcom.805829
dc.identifier.uri https://hdl.handle.net/20.500.14627/194
dc.identifier.wos WOS:000740030800005
dc.language.iso tr en_US
dc.publisher Marmara Univ, Fac Communication en_US
dc.relation.publicationcategory Makale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanı en_US
dc.rights info:eu-repo/semantics/openAccess en_US
dc.subject Icon Brand en_US
dc.subject Store Image en_US
dc.subject Brand en_US
dc.subject Store Atmosphere en_US
dc.subject Communication en_US
dc.title The Reflection of Store Image on Icon Brand Perception en_US
dc.type Article en_US
dc.wos.citedbyCount 1
dspace.entity.type Publication
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