Özet:

In this paper, it is aimed to be determined of the effects on the dimensions of brand equity of the factors that are effective on the consumer's purchasing behaviors and the effects on the brand equity of these dimensions and the brand equity, and the directions of these effects. The data of the survey has been obtained by face to face survey method from 325 persons in the center of Trabzon. The reliability of scales that are used in the survey, has been tested by Cronbach's Alpha Method and the validity of scales has been tested by Factor Analysis. Using the multiple regression analysis for being tested of the hypotheses of the survey, it has been found that, the social, psychological and personal factors are effective on all of the brand equity components except the brand awareness. Furthermore, it has been found that while brand image is effective on brand equity, brand awareness has no meaningful effect on it

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