DETERMINING THE FACTORS RELATED WITH AVOIDANCE FROM BRAND CONSPICIOUSNESS: A STUDY CONDUCTED WITH STUDENTS OF VOCATIONAL HIGH SCHOOL

Abstract

Although researches about using brands for conspicuous purposes and avoidance of using certain brands exists, there is not seen studies that point out using brand for conspicuous purposes. This study takes into consideration the avoidance behavior of using brands for conspicuous purposes and related factors with this behavior, aims to clarify the relationships among these variables. Thus, it is aimed to contribute the companies and marketing literature. Under the framework of the study, face to face survey is conducted with students of Keskin Vocational High School and obtained initial data is analyzed with statistical package program and findings are interpreted. After analysis, it is understood that the lowness of brand consciousness and sensitivity to social comparison and highness of self-esteem is positively related with avoidance from conspicuous brand consumption. Moreover, male and low incomers avoid brand conspicuousness more than others. Findings are interpreted as

a result of the study and suggestions for companies are developed.