Özet:

The measurement and tracking of consumer based brand equity is very important to businesses in today’s competitive market place There has been a large amount of published research aimed at conceptualizing and measuring the construct of brand equity from the point of view of individual consumer still no consensus about what consumer based brand equity means and how a firm measure the consumer based brand equity The purpose of this study is to examine and validate the dimensions of consumer based brand equity construct in the marketing literature In this study consumer based brand equity conceptualized based on the Aaker’s 1991 brand equity model as a four dimensional construct consisting of brand awareness perceived brand quality brand associations and brand loyalty To examine and validate the dimensions of consumer based brand equity an empirical study was conducted in Niğde University students Confirmatory factor analysis was used to test validity of dimensions of consumer based brand equity construct; the proposed model was tested for two different national chocolate brands Analysis results confirm the hypothesized four dimensional structure Keywords: Brand Equity Brand Awareness Perceived Brand Quality Brand Associations and Brand Loyalty

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