Ankara Üniversitesi TÖMER in Tüketici Temelli Marka Denkliği Bileşenlerinin Analizi - The Analysis of Customer Based Brand Equity Components of Ankara University TÖMER

Abstract

TOMER was founded in 1984 in order to teach Turkish to the foreigners under the name of “Turkish Education Center”. This institution is the first language center that has the right to give European Language Passport. The brand “TOMER” is registered in 2013. In this paper, the brand equity components of TOMER have been investigated. Brand equity is the increasing value of the product based on the brand name. The brands with high brand equity are preferred more. The components of brand equity are brand association, brand awareness, brand loyalty and perceived quality. In this study, a questionnaire is applied to the 2983 registered students without choosing a sample, and a feedback is obtained from 1801 students (60,4%). The findings show that the brand association is found to be high, but the perceived quality of TOMER and its brand loyalty are in medium level. In addition, the relation between brand loyalty and brand association, brand awareness and perceived quality components is investigated through a multiple regression analysis. It is observed that the perceived quality has a higher impact on brand loyalty relative to the other variables. The brand equity of TOMER is computed through a factor analysis that uses brand equity components and it is found as medium level.