Abstract:

The importance of the brand equity of the enterprises in the competitive market conditions is getting more and more understood. In this sense, many studies have been carried out on brand equity. Many studies focusing on measurement and monitoring of brand value have taken place in the literature. However, the answer to the question of how the brand equity is measured is not given exactly. In thi sstudy, consumer-based brand equity is conceptualized as a four-dimensional structure consisting of brand awareness, brand perceived quality, brand connotations and brand loyalty, based on the Aaker brand equity model. Within the scope of a research carried out in Bandırma district of Balıkesir province, the correlation between the dimensions that constitute consumer based brand value was tested and linear regression analysis was analyzed for Starbucks coffeebrand. The results of the analysis confirm that the consumer based brand equity structure consisting of four dimensions is valid.

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