Özet:

Purpose: Consumer-based brand equality has a strategic importance in the development of longer-death relationships with customers by. The marketing communication activities of the brands will have a positive impact on communication efficiency and brand equality by allowing the target audience to gain and respond more easily to the brand. Therefore, the purpose of this study is to identify the impact of the company’s credibility and consumer’s ad attitudes on consumer-based brand equality dimensions. Method: In the defining, quantitative design study, data was collected by the survey method from 210 individual consumers in a special company operating in the sports industry. The survey includes advertising attitude, company credibility, consumer-based brand equality scales. Brand equality is measured by three dimensions: brand loyalty, perceptible quality and brand awareness. The data collected for the testing of the hypotheses has been applied Route Analysis. Results: According to the study, the company’s credibility has a statistically significant positive impact on the brand’s loyalty. Similarly, the company’s credibility has a statistically significant positive impact on the perceived quality. Originality: The study, unlike previous studies, is a contribution to literature in terms of the attitude towards advertising and the company’s credibility, the effects on the lower dimensions of consumer-based brand equality, in particular, in terms of the study.

Anahtar Kelimeler: