Abstract

Many researches in the literature highlight the risk reducing function of brands due to additional associations they embrace. Being a global brand, a product conveys additional associations which have the potential to hinder risk perceptions of consumers in general. This paper examines the global brands’ risk reducing impact on Turkish consumers regarding global computer brands. It is suggested in this paper that global computer brands convey some additional associations which increase the brand equity, thus providing competitive advantage over local ones. An empirical research was conducted to test the hypotheses and some analytical techniques were utilized to test the proposed hypotheses. The results reveal that Turkish consumers consider global computer brands as strong in terms of after sales service and quality. However, global computer brands do not differentiate from global brands in terms of handling customer complaints.

This work is licensed under a Creative Commons Attribution 4.0 License.