The Effect of Hedonistic and Utilitarian Consumer Behavior on Brand Equity: Turkey – UK Comparison on Coca Cola

Consumer behavior, divided into utilitarian and hedonistic factors, forms the basis of many studies looking at the concept of brand equity and its dimensions. Based on a comparison between Turkey and UK respondents, this study focuses on the idea that the brand equity significantly differs according to the consumption types which, in turn, are affected by the brand equity dimensions. The survey for this study is conducted on 218 consumers over both countries between February and March 2014. The data obtained are analyzed through the SPSS statistical program. The results show that the utilitarian consumer behavior has the highest effect on the brand equity for Coca Cola; and the perceived quality, which is found to be the significant for the Turkey respondents, is the most important determinant for both variables.