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Summary


THE UNIVERSITY STUDENTS BRAND PERCEPTIONS ACCORDING TO SMART PHONES: THE EXAMPLE OF HUAWEI

The concept of brand is an important factor in order to distinguish the products and services in all sectors from their competitors and to ensure the authenticity. And the concept of brand image consists of a consumers emotional and rational impressions according to existing product or a service. As each sector has its own product and service brand also in mobile phone sector are various brands that have unique features. Mobile phones have become a sector that is constantly developing and the usage of them increase day by day. Mobil phones, which are indispensable for each individual today, have been an important communication tool especially among young people. In recent years the most preferred mobile phones are listed as iPhone, Samsung and Huawei. In this context, the perceptions of university students about the most preferred smartphone brand Huawei constitutes the subject of the research. In the study, which has been carried out with the quantitative research method, an survey was applied to the university students. According to the results, it was found that mobile phone brand perception differ according to gender and there is a relationship between the factors that form the mobile phone brand.



Keywords
Brand, Brand Image, Brand Awareness, Brand Trustworthiness, Mobile Phone

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