Abstract:

Abstract enThis study is based on consumer based brand equality. In this we aim to define the elements of the newspaper brand equality published in Turkey from the perspective of students of Ege University Communication Faculty Journalism Department. The scale used in this study is the multi dimension consumer based brand equality scale developed by Yoo and Donthu (2001). Brand loyalty, percieved quality, brand awareness-associations and all brand equality has been eveluated in this study. Brand awareness and assosiations had the highest avarage in the brand equality elements. When we examine the elements in this dimension we see that visiual specialities of the newspaper are related with the dimension. All brand equality dimension has the the lowest avarage. When we examine the 4 entry item all students have the intention to buy. In this study we see that the students did not develop a brand loyalty, the eveluation has to be made together for quality and loyalty in the process of brand management of the newspaper, students are aware of visual and physical specialities, but also they do not have a strong intension to buy the newspaper that they usually read.

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