THE ROLE OF THE BRAND IN THE DEVELOPMENT OF COSMETIC EXPORT IN GALATA AND NIŞANTAŞI DISTRICTS OF ISTANBUL, TÜRKIYE
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Abstract
This study's primary goal is to examine the connection between Istanbul's non-oil exports of cosmetic products. The current study's approach is a descriptive survey, and two certain districts of city of Istanbul serve as the statistical population. 383 individuals were chosen using a Morgan table and simple random sampling with proportional allocation. The Export Performance Measurement Questionnaire of Zhu and others Model has a reliability of 0.800 and the Brand Equity Questionnaire of the Acker Model has an 868.0 reliability score. Using SPSS software, descriptive statistics and inferential statistics (including the Kolmogorov-Smirnov test and the Spearman correlation coefficient test) were used to analyze the data. The research's results show a strong correlation between brand equity and its constituent parts and the growth of cosmetic products in the context of Istanbul. As a result, a brand has a big influence on the growth of (non-oil) exports of cosmetic and make-up products.
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