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The aim of this paper is to determine the effect of the dimensions of the customer based brand equity to the word of mouth marketing. To this aim, the population of this study has been determined all academic and administrative staff of Düzce University. In this research, convenience sampling method was used as sampling method and the data has been collected from 325 staff by using face to face survey technique. The data has been analyzed by structural equation model. The research has been carried out on the basis of the garment industry. As a result of the research it has been found that the dimensions of the customer based brand equity, brand loyalty, perceived quality, brand association and brand awareness affect the word of mouth marketing directly or indirectly.
The aim of this paper is to determine the effect of the dimensions of the customer-based brand equity to the word of mouth marketing. To this aim, the population of this study has been determined all academic and administrative staff of the University of Düzce. In this research, convenience sampling method was used as sampling method and the data has been collected from 325 staff by using face to face survey technique. The data has been analyzed by structural equation model. The research has been carried out on the basis of the clothing industry. As a result of the research it has been found that the dimensions of the customer-based brand equity, brand loyalty, perceived quality, brand association and brand awareness affect the word of mouth marketing directly or indirectly.
Field : Sosyal, Beşeri ve İdari Bilimler
Journal Type : Ulusal
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