Abstract:

This study examined the impact of relative quality dimensions of confidence, commitment and relative satisfaction on consumer-based brand value and proposed a model. There is no examples of study in literature. In the framework of the work between consumers living in two cities of Turkey (Istanbul, Karabük) the survey was distributed to a total of 390 people, prepared according to the decision of the Social and Human Sciences Research Ethics Board of the Karabük University dated 16.09.2012. Because of the world’s COVID-19 epidemic, 388 surveys have been returned to the data collection method by e-mail instead of the face-to-face survey application. The SPSS 21 program has been used for demographic analysis of data and for the explanatory factor analysis and reliability analysis of scales. LISREL 8.7 programmes have been used again for the verifying factor analysis of scales and for the analysis of hypotheses. The hypotheses of the study were tested by the method of structural equality modeling. The findings show that there is a positive relationship between relative quality dimensions, trust, commitment and relative satisfaction, consumer-based brand value dimensions, brand loyalty and perceived quality, while the impact of trust and relative satisfaction on brand awareness/comprehension has come to be meaningless in a negative direction. The results show a way to both the academic marketing world and business owners and marketing experts to understand the strength of relationships while providing significant contributions to the issues of relative quality. Assessing the quality of the relationship, despite the accepted importance of relationships in marketing strategies, remains a problematic topic, this study tries to address this lack.

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