Record Details

Impact of Brand Dynamics on Insurance Premiums in Turkey

Turkish Economic Review

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Field Value
 
Title Impact of Brand Dynamics on Insurance Premiums in Turkey
 
Creator SOVBETOV, Yhlas; Istanbul University
 
Subject Brand Value; Intangible Assets; Panel GMM; Insurance Premiums.
G12; G22; M30; L60.
 
Description Abstract. This paper examines influences of brand dynamics on insurance premium productions in Turkey using a dynamic GMM panel estimation technique sampling 31 insurance firms over 2005-2015. The results reveals that brands trust appears as a chief driving force behind premium production where its unit increase augments premium outputs by 5.32 million Turkish Liras (TL). Moreover, the brand value of firms also appears a statistically significant determinant of premium sales, but its size impact remains limited comparing to brand trust, i.e. a million TL increase in brand value generates only 0.02 million TL increase in sales. On the other hand, the study also documents a strong momentum driven from past years premium production with trade-off magnitude of 1 to 0.85. This might imply a higher loyalty-stickiness of customers in Turkey, as well as a self-feeding "bandwagon effect".Keywords. Brand Value; Intangible Assets; Panel GMM; Insurance Premiums.JEL. G12, G22, M30, L60.
 
Publisher Turkish Economic Review
Turkish Economic Review
 
Contributor —
 
Date 2016-09-18
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
—
 
Format application/pdf
 
Identifier http://www.kspjournals.org/index.php/TER/article/view/933
10.1453/ter.v3i3.933
 
Source Turkish Economic Review; Vol 3, No 3 (2016): September; 453-465
Turkish Economic Review; Vol 3, No 3 (2016): September; 453-465
2149-0414
 
Language eng
 
Relation http://www.kspjournals.org/index.php/TER/article/view/933/1022
http://www.kspjournals.org/index.php/TER/article/downloadSuppFile/933/418
http://www.kspjournals.org/index.php/TER/article/downloadSuppFile/933/419
http://www.kspjournals.org/index.php/TER/article/downloadSuppFile/933/420
http://www.kspjournals.org/index.php/TER/article/downloadSuppFile/933/421
 
Rights Copyright (c) 2016 Turkish Economic Review
http://creativecommons.org/licenses/by-nc/4.0