Abstract:

This study aims to to shed light into an unexplored area of the marketing by exploring the relationship between Consumer Based Brand Equity and Brand Reputation, two distinct constructs, the former from marketing theory and practice and the latter from the communication field, which play important roles in the market performance of firms. Results of the study confirm that there is a positive relationship within the sub-dimensions of Consumer Based Brand Equity in a sequential structure, which brings consumers from the basic awareness level about the brand to the formation of Brand Associations as well as the perception of quality and consequently resulting to support the level of loyalty through Brand Associations. Another finding of the study is that Brand Loyalty, which is the ultimate level of Consumer Based Brand Equity construct, is found to positively affecting the Brand Reputation. This study contributes to the existing literature by exploring the relationship between Consumer Based Brand Equity and Brand Reputation in a reverse direction compared to the existing studies in the literature. Finding suggests that not only Brand Reputation supports Brand Loyalty level of consumers as confirmed in the current literature.

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