Evaluation of a University and Dairy Products Brand by Consumers: The Example of MAKÜ Çiftliği

Abstract

Purpose: For this purpose, the value of the "MAKÜ Çiftliği" brand, which is a milk and dairy products belonging to Burdur Mehmet Akif Ersoy University, is evaluated by the characteristics of the brand dimensions. Design/Methodology/Approach: In order to determine the impact and value of the brand on consumers, a qualitative research with a phenomenology pattern was conducted on perceived quality, brand awareness, brand image and brand loyalty, which constitute the dimensions of brand value. In the research, 21 customers who purchased MAKÜ Çiftliği products were reached. To analyze the data, content analysis was performed and frequency distributions were examined. Findings: In terms of brand awareness; Branding of MAKÜ Çiftliği by a well-established institution such as Burdur Mehmet Akif Ersoy University has given the brand a strong corporate identity and therefore, it has been revealed that the brand awareness is high in the evaluations made about the MAKÜ Çiftliği brand by consumers. At the point of brand image; As a result of being a university-based initiative in the eyes of consumers, all of the participants in the research gave positive answers to the questions about the image. In terms of brand loyalty; it has been determined that the satisfaction of the customers with the brand and its products is at a level that will satisfy the customers. Originality: According to the results of the research, the fact that the brand is a university brand adds a positive value to the brand value; It has been concluded that consciously created brand value dimensions affect consumers positively in terms of purchasing. In addition, it is thought that the study will be important in terms of recommendations to be given to the brand due to the qualitative evaluation of the MAKÜ Çiftliği brand.