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In recent years, the retail sector in Turkey has made a very significant development. This development in the sector brought with it intense competition environment. Especially in fast-moving consumer goods (FMCG) retailers, this competition is felt intensely. Retailers covered in the study are the largest retailers in the Turkish HTM sector (retailler.net, 2016). One of these two retailers is a national discount market while the other is a national supermarket (Rekabet Kurumu, 2016). This study is based on the judgment that the dimensions of brand equity will differ according to these retailer types.

i̇şletme araştırmaları dergisi

İndirim Marketleri ve Süpermarketlerin Marka Denkliği Algılarının Kıyaslanmasına Yönelik Bir Araştırma - A Study to Compare Brand Equity Perceptions of Discount Retailers and Supermarkets