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Publication Date : January 28, Year , Volume 15 , Issue 53, Pages - Zotero Mendeley EndNote. Abstract en tr In today's market conditions where the competition has become intense and the brands have been increasing constantly, the enterprises emphasize more on their brands in the face of changing consumer demands.

The enterprises can influence the brand preferences of the consumers by increasing brand equity. The value of a brand includes not only the monetary value of the brand but the intangible values such as the attitudes, points of view of the consumers towards the brand.

Social media, which has gained momentum with the development of information technologies, is another important factor affecting the consumer brand preferences.

From this point of view, the aim of the study is to examine whether the relationships between social media engagement, brand equity, and brand preference in luxury clothing brands differ from the hedonic and utilitarian value-based purchasing approach. The study was conducted on consumers using luxury clothing brands aged 18 and over in Kocaeli. According to the findings, in luxury brands, the impact of social media engagement on brand awareness, perceived quality, brand image and brand loyalty does not differ by hedonic and utilitarian value.

The impact of brand awareness, brand image, perceived quality and brand loyalty on brand preference does not differ from the perspectives of hedonic and utilitarian value.

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Journal of Brand Management. Bashir, N. Use of social media applications for supporting new product development processes in multinational corporations. Technological Forecasting and Social Change, , Buil, I. A cross-national validation of the consumer-based brand equity scale. Journal of Product and Brand Management. Chahal, H. The Journal of Business Perspective. Chanthinok, K. Social media marketing strategy and marketing outcomes: A conceptual framework.

Proceedings of the Academy of Marketing Studies. Chaudhuri, A. The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing. The effect of hedonistic and utilitarian consumer behavior on brand equity: Turkey - UK comparison on Coca Cola. Procedia - Social and Behavioral Sciences. A cross validation of consumer-based brand equity models: Driving customer equity in retail brands.

Delassus, V. Brand name substitution and brand equity transfer. Dhar, J. Journal of Human Behavior in the Social Environment. Empen, J. Price promotions and brand loyalty- empirical evidence for the german ready-to-eat cereal market. European Journal of Marketing. Erdil, T. Geissinger, A. User engagement in social media — an explorative study of swedish fashion brands. Journal of Fashion Marketing and Management. Godey, B.

Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Goyal, P. Hsiang-Ming, L. Hwong, Y. What makes you tick? The psychology of social media engagement in space science communication.

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