| 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". |