Özet:

Various perceptions of consumers in brand preferences play a role in determining brand equity. In this study, it was aimed to determine the factors that affect the perceived brand equity when the university students purchasing sports shoes. Data were collected by questionnaire method from 336 individuals who were selected according to the convenience sampling method in a foundation university in Mersin. Descriptive statistical analyzes, validity and reliability analyzes were applied through SPSS package program. In order to test the hypotheses, the structural equation model was realized through the AMOS program. According to descriptive analysis; The majority of the participants were female (58%) and the average age was 19-22 (49.3%). 51.8% of the students prefer Nike sports shoes. Quality (78.2%), Comfortable (61.1%) and Robustness (32.7%) were the three most important factors in the participants' preference for the sports shoe brand they frequently used.When the results of the analysis were examined, the marketing mix elements affecting the brand equity perceived by the consumers were determined in their sports shoe product preferences. The findings of the study showed that store image has a significant effect on the students' perception of quality and brand awareness.. It was observed that advertising spendings had no effect on both perceived quality-brand awareness and brand loyalty. It is concluded that the all dimension has a significant effect on brand equity.

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