THE ASSOCIATIONS OF JEAN BRANDS ON YOUNGSTERS: THE ...

Conclusions
Knowing about the way consumers perceive brands is a key determinant of long-term
business-consumer relationships. The goal of measuring the associations is to know about
the perception of consumers related to the brands that are in specific product categories and
about the qualities and values ascribed to that brand. In this regard, we see that brand
associations are integrated with other key concepts such as brand personality, brand image
and brand value. In this research, primary associations concerned with the brand (namely,
perceived brand value, brand personality, functional benefits related to the brand, and the
brand image) and secondary associations (namely, institutional associations) have been
attempted to be measured.
In the research, the associations aroused by two jean brands on youngsters, one of which is
local and the other is foreign and mostly preferred by youth were studied. These brands
called “kot” (jeans) in daily usage are Levi’s and Mavi Jeans.
According to the findings obtained, two properties associated by Levi’s are its quality and
price. Levi’s is expensive; Levi’s is high in quality. When the findings of the research has
been examined, Levi’s quality and price has priority in what is associated by it and also in
properties which distinguishes it from similar brands. If we deal with those who wear Levi’s
it is clear that qualifying an individual, who is a user of this brand, as conceited, wealthy,
having a desire of being differentiated and admired and being fond of pretension and brand
associates these two features we mentioned above as an indication of brand personality.
Properties mentioned demonstrate themselves also in car brands they associate; for example,
Levi’s associates cars in high class like Ferrari and Porche.
Nevertheless, it can be said that the price factor comes before the brand power among these
two features of the Levi’s brand. Because %72 of the subjects answered “I wouldn’t buy” to
the question what the purchase attitude would be if the price increased which was asked
with the purpose of measuring “the willing to pay the price premium”. It can also be found
out from this finding, the research group is not loyal to the brand so tightly at least for
Levi’s. except for the two features mentioned, the Levi’s brand associates comfort, feeling of
freedom, durability, familiarity, and brand power.
Among the properties associated by the brand Mavi Jeans, being a local brand and the
endeavor to extend the world come first. Among the reasons why Mavi Jeans is liked is the
fact that “it is our brand” as the subjects expressed themselves. These associations might
bring the interpretations that there is a more nationalistic approach towards Mavi Jeans. For
instance, “Turkish flag” and “Nationality” are the first two in the order among the answers
given to the question about What does its logo associates. Likewise, the ones who say yes to
the question “If the price rises will you buy?” triple the ones who say yes for Levi’s in
proportion, this fact advocates our judgment above. Furthermore, the fact that the reason for
recommending Mavi Jeans to others is that “it is a Turkish brand”, and that it would
associate a Turkish artist if it were an artist demonstrate that associations relating to this
brand is blended with emotional motives.
This finding about Mavi Jeans is compatible with the literature that state that emotions are
important in associations. Chaudhuri and Holbrook (2001:81) propose that unique
associations created by brands affect the values with reference to the brand and this
increases consumer reliability on product and the brand, and the credibility of the
product/brand and consumer loyalty. In parallel to this view, in this study it can be thought
that emotional associations at stake might increase the reliability and loyalty to the brand
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