BRANDED REAL ESTATE AGENCIES: THE IMPACT OF THE BRAND ON CONSUMER BEHAVIOR IN REAL ESTATE MARKET

Abstract

In this study, where the effect of branding on consumer behavior in the real estate is examined, the influence between the brand image perception that emerges in the real estate sector and consumer behavior is investigated and the revealing of the relationship between brand image and consumer behavior in the real estate sector is aimed. In today’s competitive market conditions, the brand is an important factor that impersonate the goods and services, makes it different from the other competitors, provide easiness to the customers in the selection process of their preference of goods and services. It guides the consumers and it gives direction to the relationship between the enterprises and the consumers and develops this relationship other than being a name for goods and services. Today, the real estate sector that gains importance under the influence of various factors emerges as an increasingly important and expanding sector, both with its dynamics and its characteristics. In this context, the real estate offices that serve as a bridge for the sale and rental of both the existing residential and the new residential and branding that is an important factor in the marketing industry today constitutes the basis of our study.