Abstract:

This study aims to test the consumer-based brand equality; brand awareness, brand image, perceptible quality and brand liability by adapting the subvariants to the banking sector. The choice of the field of application as a banking sector makes the work original. In this context, a survey app was made to 384 bank customers who were easily selected with the sampling method in the Nevşehir province center. Factor analysis has been conducted to determine whether the data collected are similar to the dimensions revealed by Aaker in a group perspective. T test and Anova analysis have been conducted to test whether there is a significant difference between consumers’ demographic characteristics and their views on consumer-based brand equality sizes. The results of the research showed that consumers’ brand liability according to gender, brand awareness according to income levels, and finally, brand awareness and brand image according to bank preference.

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