Perceived Brand Equity Research Articles

A neutrosophic WENSLO-ARLON model for measuring sustainable brand equity performance

Sustainable brand equity denotes the perceived brand equity by consumers, influenced by companies' non-financial and environmental practices. To cultivate sustainable brand equity, corporations undertake green initiatives and engage in social responsibility endeavors, thereby communicating environmentally oriented messages to consumers. Companies feel the necessity to establish a competitive position in sustainability relative to their counterparts. Hence, the primary objective of this research is to conduct an inquiry aimed at identifying sustainable brand equity to meet this exigency of companies. In this context, the motivation of this study lies in treating the calculation of sustainable brand equity as a decision-making process and developing a decision support system for this purpose. The proposed decision support system for determining sustainable brand equity levels in this research has three fundamental inputsss: experts, criteria, and brands. The impact levels of experts on the decision-making process are quantified utilizing type-2 neutrosophic number (T2NN) sets. The weights of criteria are ascertained employing the weight by envelope and slope (WENSLO) method extended with T2NN sets. The ranking of sustainable brand equities is established through the innovative T2NN-based alternative ranking using two-step logarithmic normalization (ARLON) method. These methodologies are amalgamated, and the T2NN-WENSLO-ARLON hybrid model is posited as a decision support system for evaluating sustainable brand equity performance. An algorithm for T2NN-WENSLO-ARLON is formulated and elucidated alongside a case study focusing on companies operating in the cosmetics sector in Turkey. The case study identifies the “green product leadership” criterion as the most influential factor in determining sustainable brand equity. Furthermore, the cosmetic company “Misbahçe Inc.” is identified as the brand with the highest sustainable brand equity. Sensitivity and comparative analyses are conducted to ascertain the robustness of the results and the decision model. All scenario outcomes bolster the decision model. The research provides comprehensive insights into both the developed tool for calculating sustainable brand equity and develops implications for the cosmetics industry.

Social media marketing and hospital brand equity: An empirical investigation

Despite the continuous upsurge in the use of social media, the empirical research investigating their economic value in the healthcare industry still lags. This study explores the impact of hospitals’ social media marketing efforts on their brand equity and, ultimately, hospital's financial performance. Using social media data from Instagram, online/offline survey methodology, and financial data obtained from hospitals, data is analyzed using a structural equation model. The study uses a random sample of (728) residents of the Kuwaiti population. Social media marketing efforts regarding use and engagement lead to higher hospital brand equity and financial performance. Particularly, the study finds that posts that are based on educational posts, patient stories, and sharing the latest news and research led to the highest form of brand awareness, perceived brand quality, brand association, and brand loyalty, thereby leading to higher perceived brand equity. The study also finds that brand equity leads to a positive and significant impact on hospitals’ financial performance. The study highlights the importance of creating engaging content, content that is personal and particularly educational. Healthcare organizations should guide their marketing efforts to manage this new marketing method better and communicate with patients to enhance consumer loyalty and financial performance.

Influence of Social Media Marketing on Perceived Brand Equity of Fashion Brands in Sri Lanka

The emerging market is presently witnessing the proliferation of online shopping by giving a vital advantage of many more good choices than traditional shopping. In recent years, the rapid growth of online shopping platforms has raised the question of whether this growth has reduced the marketer's control of its brand and brand management techniques. Brand equity is crucial in the marketing environment, and identifying social media marketing's influence on fashion brands in Sri Lanka is essential. However, studies on brand equity calculation in Sri Lanka are limited, questioning its relevance. The study has examined how social media marketing has affected Sri Lankan fashion brands' total brand equity. A quantitative research approach was adopted in this research and a questionnaire survey was conducted to collect data. The researcher used convenient sampling method to collect the data and questionnaire was used as the research tool. It employed SSPS-23 version analyze the collected data. Based on the results obtained from the analysis. It has executed the regression analysis to test the hypotheses whilst main assumptions were reported in advance. The result suggests that all independent variable has a significant impact on the dependent varibles. Aadditionally, researcher has given valuable recommendations based on the key findings whilst further research directions were also suggested at the end.

Brand equity and consumer buying behavior: Determinants of intentions to visit- tourism destinations in Cavite, Philippines

By highlighting the four dimensions that constitute brand equity, and the four factors that influence the selection and decisions of consumers, this research aimed to assist tourist destination owners and managers in creating a brand and knowing their target market and their preferences when it comes to spending their money. The descriptive correlational and comparative methods were employed on 339 BSTM students during the first semester of SY 2022-2023. This study revealed that majority of the guests were female, young, with a family earning above minimum wage in a month, and living in the urban areas of Cavite. Perceived quality and Psychological factors came out to be the most dominant factors they considered in visiting tourist destinations. There is no significant difference in the perceived brand equity when grouped according to their demographic profile. There is no significant difference in the respondents’ buying behavior when grouped according to their demographic profile. There is a significant relationship between perceived brand equity and buying behavior. This study recommends that a step-by-step approach should be used, from identifying who the brand is to emphasizing its points of uniqueness and user profile. Customers may therefore positively assess and develop a link that will lead to an enduring and unbreakable bond, which shapes and impacts their purchasing decision. The analysis of this study concludes that Tourism Destinations in Cavite with higher levels of brand equity would generate higher levels of customer visits. Also, consumer buying behavior was associated with more willingness to visit a destination.

Brand Awareness and Brand Association in Continuing Studies at Open and Distance Higher Education

Distance Education has great potential to become a model for the world's future education. The rapid development of technology, the demands of the global professional world, as well as various extraordinary events, such as the COVID-19 pandemic which could recur at any time, are the main reasons for the need to implement distance education. Therefore, to maintain the existence of distance education, research is needed that can look at perceptions of brand equity, namely brand awareness and brand association with perceived quality. This research aims to explain how society accepts open and distance state colleges, particularly among students in Indonesia. The research subjects were 812 respondents obtained through probability sampling using multistage random sampling from three regions in Indonesia, namely Vocational High School Bina Warga Bandung representing western Indonesia, Public High School 16 Makassar representing Central Indonesia, and Public High School 1 Jayapura representing the eastern part of Indonesia. The results of the research show that there is a strong relationship between brand awareness and community brand association on the desire to continue studying at open and distance higher education institutions. This research providing recommendations for PTJJ should not only focus on promotion/marketing strategies to increase interest in continuing community studies at PTJJ but also focus on strategies that can increase brand equity.

Understanding Purchase Intention of Fair Trade Handicrafts through the Lens of Geographical Indication and Fair Trade Knowledge in a Brand Equity Model

This study aims to investigate the effects of geographical indication (GI) and fair trade knowledge (FTK) on U.S. female consumers’ perceived brand equity and the purchase intention of fair trade apparel handicrafts. Employing a web-based experiment and survey, the study divided participants into groups exposed to brands with and without GI certification marks. A total of 206 responses were collected. A perceived brand equity model was developed, featuring elements such as perceived quality (PQ), brand awareness (BA), brand association (BS), uniqueness (UQ), and willingness to pay a price premium (PP). Structural equation modeling was used to analyze the data and validate the hypotheses. The results revealed that consumers are willing to pay a price premium for products with GI and that FTK positively impacts brand equity. Furthermore, FTK had an interactive effect with GI, enhancing PQ and BS. Increased scores in BS, UQ, and PP were also found to positively affect purchase intention. This study fills a research gap by quantitatively examining the relationship between GI, FTK, brand equity, and purchase intention in the domain of fair trade apparel handicrafts. The findings offer strategic insights for enterprises and organizations in the fair trade handicrafts sector.

Consumers' Perceptions of Brand Equity and The Relationship of Brand Love and Its Effect on Social Media Behaviors

Bu çalışma tüketicilerin marka değeri algılamalarının Aaker’ın (1991) belirlemiş olduğu boyutlara göre; marka farkındalığı, marka çağrışımları, algılanan kalite ve marka sadakati üzerinden her birinin marka aşkı üzerindeki etkisini belirlemek, marka aşkının marka değeri üzerindeki etkisini belirlemek ve marka değeri algılamaları ile marka aşkının tüketicilerin sosyal medyadaki davranışları üzerindeki etkisini belirlemek amacıyla yapılmıştır. Çalışma 614 katılımcının katılımıyla gerçekleşmiştir. Çalışmada hazırlanan ankette Aaker’ın (1991) marka değerleme modeli ve Carroll ve Ahuvia, (2006) Marka Aşkı ölçeği kullanılmış olup bu ölçekler 5’li likert soru tipi ile katılımcılara sorulmuştur. Çalışmada katılımcılarda daha öncesinde pilot çalışma ile hazırlanan “en sevilen marka” listesinden birisini seçmeleri istenmiş, yanıtları o markaya göre yanıtlamaları istenmiştir. Katılımcılardan çevrimiçi anket yolu ile veriler toplanmış olup, toplanan veriler SPSS paket programı yardımı ile analiz edilmiştir. Araştırma sonucuna göre, marka değeri hem genel olarak hem de her bir boyut açısından tüketicilerin marka aşkını etkilemektedir. Ayrıca marka aşkı tüketicilerin marka değerleme algılarını etkilemektedir. Bununla birlikte marka değeri algılamaları ve marka aşkı tüketicilerin sosyal medya platformlarında markaya ilişkin davranışlarını etkilemektedir.

Research on the Influencing Mechanism of Service Quality on Brand Equity toward Real Estate Company

China's social economy has seen a rapid and healthy development, resulting in a steady rise in per capita disposable economic income, thus improving the living standards of the people and continually altering their social needs. People are gradually no longer just meeting their most basic needs, but also want to enrich their lives through tourism. S Water World is a major characteristic tourism product under X Group, the number of tourists received by the attraction reaches 4.08 million every year, there are tourists throughout the year, and the number of tourists is increasing year by year. X Group is a collection of real estate, construction, transportation and cultural tourism and other industries in one, X Group, as a cultural tourism real estate brand, integrates modern agriculture, theme parks, research and education, catering and accommodation and health town. In order to help develop the tourism industry, this article formulates relevant industry training regulations to promote the rapid and stable development of tourism in the post-epidemic era. A total of 500 valid survey questionnaires were sent out in this survey, a total of 470 valid survey answers were returned, and finally screened, a total of 440 valid survey answers were selected, and the overall questionnaire effectiveness exceeded 90%. Through research, the authors found that the involvement of tourists in S Water World has a mediating role in the relationship between their perceived service quality and perceived brand equity, and the research conclusion of this paper is that while maintaining service quality, service value and customer brand trust, appropriate use of marketing means to promote water parks, expand the understanding of the society, so that the public can have more opportunities to receive information about the park, thereby generating interest in visiting Water World, that is, strengthening tourists' involvement.

Environmental Product Innovation and Perceived Brand Value: The Mediating Role of Ethical-Related Aspects

Studies developed in the last two decades indicate that environmental product innovations can potentially generate competitive advantages. However, the ethical dimension, now increasingly involved in evaluations for consumer decision-making, has received less attention in academic research. Considering the above, our study investigates the mediating role of ethical aspects in the relationship between environmental product innovation and perceived brand value. To this end, we carried out a quantitative study with 336 university students who are end users of Apple and Microsoft products and services. In addition to investigating the main effect of environmental product innovations on perceived brand equity, we explore the possible mediating effects of ethical behaviors: (i) open-mindedness and (ii) concerns with privacy practices. Our results indicate that environmental product innovations need to be supported by the ethical aspects of companies to have a positive effect on perceived brand equity. Crucially, customers perceive value in environmental product innovation when they can confirm that organizations exhibit ethical correctness, particularly in the sector under study. We understand that our research provides advancement in the field of sustainable innovation. The study confirms that broader approaches, mainly centered on corporate commitments beyond environmental issues, are critical for environmental product innovations to generate perceived brand value.

Consumer perception of brand equity based on environmental sustainability – development and validation of a scale

Brands gradually became the core dimension and strategic asset of branding for organizations of all sizes, and today many companies adopt various forms of green marketing activities as part of their strategies. The objective of this study was to develop and validate the psychometric properties of precision and validity of a scale for assessing brand equity based on environmental sustainability. The scale was validated by adopting the standards described in APA Standard. Eight companies were selected from those developing their sustainable business as samples for validation tests. Data were applied to 263 potential consumers. A scale with 2 items was built and validated, divided into four dimensions: Brand quality perception BQP (6 questions); Strategic brand positioning SBP (10 questions); Willingness to buy WTB (3 questions) and Retail Innovation RI (3 questions). The instrument items showed good internal consistency regarding their domains. Matrix is interpreted in 4 dimensions. Factorial analysis assumed few cross-loadings, corroborating the initial assumptions of the adapted instruments. The instrument obtained good internal fit indices and external measures. Finally, Item response theory (IRT) analysis showed no floor or ceiling effect; however, for the DIF data, the scale invariably works for older and younger people for almost all items except RI 04 item. This article fills the gap in literature by developing a scale to assess consumer perception of brand equity and environmental sustainability, improving the understanding of the customer experience with brand equity, exploring various dimensions of consumer perception of sustainable brands.

Patient brand equity perceptions that predict brand choice preference for over-the-counter pain relief medications

ABSTRACT This study identifies salient brand equity perceptions for generic and name brand over-the-counter pain relief medications. Survey data of brand equity perceptions from 326 over-the-counter pain relief medication patients were analyzed using principal components factor analysis and random forest modeling. Results showed that patient brand equity perceptions are directly related to their brand choice preferences. The most salient brand equity perception for predicting choice of a name brand pain relief medication was brand favorability/appeal, and the best predictor of generic brand preference was how well known/recognizable the brand is to the consumer. Pharmaceutical producers can build brand leverage by emphasizing brand appeal for name brand medications and by increasing brand recognizability for generic brands. Suggestions for utilization of digital platforms to increase brand equity and build consumer engagement are provided.

Influence of service marketing mix on Perceived Brand Quality: Mobile Telecommunication Perspective in Northern Bangladesh

Purpose: The study tried to identify the influence of service marketing mix on perceived brand quality in mobile telecommunication industry with the reference to northern Bangladesh. Methodology: Research model has been developed from the previous literatures. The study adopted descriptive research design, quantitative approach, and survey-based research strategy. All the operators have been considered for the study where individual subscribers were treated as samples. Rajshahi district was selected as the study area. Sample size with 378 were determined who used a total of 672 SIM. Simple random sampling technique was used to draw the required samples while a pre-tested structured questionnaire was employed for survey. Researcher himself with two well-trained enumerators has completed the field data collection process. Researcher used SEM analysis to test the hypotheses. Findings: Result shows, all the seven hypotheses have been rejected. It suggests that service marketing mix has statistically significant effect or influence on perceived brand quality in mobile telecommunication industry in northern Bangladesh. Practical Implications: Implementation of the findings may provide operators with opportunities to improve their strength as perceived brand equity will increase. Moreover, operators would be able to leverage strategic marketing for brand management. Originality: Researcher tried to identify the variables and items that influence perceived brand quality that would be helpful for strategic fit in developing marketing strategy to gain competitive advantage for mobile telecom operators in northern Bangladesh. Research Limitations: As this study covered only Rajshahi district, it may not be generalized for overall Bangladesh.

Exploring the antecedents of masstige purchase behaviour among different generations

Abstract The present study proposes the conceptual model, which traces the role of consumers’ high-quality consciousness, perceived brand equity, and luxury value perceptions on the intention to purchase masstige brands and tests it for the moderating role of generational cohort membership (X-ers, Y-ers, and Z-ers). To explore the relationship between variables of interest, we used a quantitative survey-based research design and emphasised a single product category – consumer electronics and a single masstige brand – Apple. The online survey questionnaire was developed on the Google platform and distributed among residents of Bosnia and Herzegovina using a snowball sampling technique. In the end, we received 354 usable responses. We used structural equation modelling and multigroup analysis to test the proposed conceptual model. Our findings suggest that quality consciousness is the most significant predictor of consumers’ intentions to buy a masstige brand, followed by perceived brand equity. Also, our results indicate that the relationships between independent variables (consumer-based brand equity, quality consciousness, overall luxury value) and dependent variables (intention to purchase a masstige brand) are contingent on generational differences. The present study deepens our scholarly understanding of masstige consumption and contributes to the theoretical notion of generation cohort theory in the context of masstige consumption.

THE INTERACTION BETWEEN ANTECEDENTS AND CONSEQUENCES OF BRAND LOVE – CAN EXTRAVERSION AS A PERSONALITY TRAIT MODERATE THIS INTERACTION

Purpose- Today, the most important factor for every brand is to attract consumers to them in a competitive environment and to develop and maintain long-term relationships with them. At this point, businesses are trying to establish a link between their brands. One of the most important ways to create this bond is to build brand love. In this context, the concept of brand love has become extremely important for marketing science. The brands that have become love brands in the eyes of consumers are mentioned by consumers on every platform and provide a competitive advantage for businesses (McDowell, 2011). Thus, consumer-brand relationships have become a popular topic in marketing literature, which has attracted the attention of marketing researchers as well as academics (Albert & Merunka, 2013; Carroll & Ahuvia, 2006; Nawaz, Jiang, Alam, & Nawaz, 2020). Brand love is affected by many factors, which are called antecedents. This study focuses on examining the relationship between the antecedents and consequences of brand love. In today’s digital world, social media platforms have become an indispensable practice in life. We consider Instagram as a brand, and it exhibits brand love. The first purpose of this study is to reveal the relationship between the antecedents and consequences of brand love in the context of Instagram. The main factors, which are analyzed within the scope of the study, are the perceived hedonic value of Instagram, the utilitarian influence of reference groups as well as consumer-oriented perceived brand equity as the antecedents of brand love. We take brand loyalty as a consequence of brand love, which is listed as one of the outcomes of brand love from the consumer perspective. The second aim of this study is to investigate the mediator role of extraversion on brand love and brand loyalty, which is one of the five broad personality traits. Methodology- Within the scope of these purposes, data were collected by an online survey method from 287 people using Instagram with the help of snowball sampling. The collected data was analyzed with SPSS 16 and AMOS 25 package programs. Exploratory factor analysis and confirmatory factor analysis were used to determine the validity of the scales. Then the research hypotheses tested using structural equation modeling. Findings- The analysis reveals that the hedonic value of using Instagram, the utilitarian influence of reference groups, and brand equity have a positive effect on brand love, while brand love has a positive effect on brand loyalty. Furthermore, it is revealed that extraversion has a partial mediating effect on the relationship between brand love and brand loyalty. Conclusion-In this regard, this study reveals the importance and benefits of brand love and the proposed antecedents and consequences of brand love, as well as extraversion for social media and other sectors of industry. By understanding the antecedents and consequences of brand love, managers can get a better understanding of the factors that orientate consumers’ inner feelings for the brand. As a result of this study, brand love and other variables which were part of the model are highly important factors which influence the connectivity between consumers and brands. If the love for the brand is higher, the loyalty for the brand from the perspective of consumers is also higher because brand love has a positive effect on brand loyalty. Therefore, it is extremely important for businesses to try to establish a link between their consumers and the brand and to ensure the formation of brand love. By establishing a a mutual relation between a consumer and a brand, businesses can likewise ensure the loyalty of the consumer towards the brand. Extroverts are more likely to be in a more direct contact with the brand because of their feelings toward it than introverts. Since hedonic value of product also has a positive effect on brand love and loyalty likewise, businesses can use this situation for their own profit by introducing various and different products that will attract customers of this character. Keywords: Brand love, hedonic value, influence of reference groups, extraversion, brand equity JEL Codes: M30, M31, M39

Effects of tourism planning and marketing strategies on destination brand equity: a system dynamics model

ABSTRACT Tourism is limited by the lack of policies and strategies in areas Tourism is constrained by the lack of policies and strategies in areas with tourism potential. Therefore, there is a need to increase awareness and tourist inflow through the creation of destination brand identities. However, brand equity is one of the most complex business challenges due to its control and effect on tourists over time. This paper proposes a System Dynamics model of destination brand equity to assess the evolution of the future behaviour of related variables, including tourist arrivals. The model simulates continuous scenarios by analysing the causal relationships between variables that can explain brand equity. The effects of marketing strategies and the complexity of tourism planning are tested. The effect of brand equity on tourist arrivals is analysed in order to assess the impact of complex tourism planning on perceived brand equity. It also demonstrates the counter-intuitive behaviour of the effect of marketing strategies on the trend of arrivals.

Applying Model of Brand Equity in Higher Education Marketing Context

Abstract Background: The idea of brands is currently swiftly transferring from the market for goods to the market for services, giving rise to the service brand. Globalisation, the accelerated and increased development of service activities, and more rivalry in the provider’s market have all contributed to this. Objectives: The primary goal of this study is to empirically test the conceptual model in higher education to create a comparative study based on different contextual dimensions and better understand brand equity in higher education. Methods/Approach: A quantitative research method was applied. Using a questionnaire, which was sent to students by e-mail, the data were collected. The sample chosen targeted 250 actual (university students) in Slovenia. Results: Consumer traits and concepts related to the brand equity’s awareness dimension have no discernible influence on consumers’ perceptions of brand equity. Promotional actions intended to increase brand equity by increasing awareness were ineffective and had a favourable effect on the brand equity of the symbolic qualities. All service characteristics were discovered to be important. Price, excellent quality, and benefits all had a large and positive impact on brand equity. In conclusion, all financial factors had a substantial and favourable effect on brand equity. Conclusions: The research’s findings showed that the customer-based brand equity model might be used to create a competitive advantage in the higher education sector and to direct marketing efforts.

Fethiye’nin Tüketici Temelli Marka Denkliğinin Ölçümü: Yerli ve Yabancı Turistler Üzerinde Karşılaştırmalı Bir Analiz

Due to the direct economic contributions of the tourism sector to the country budget, the most important premise of branding of destinations and creating preferable destination brands by creating the intention of re-visiting tourists is to create brand equity in touristic destinations. In this study, it was aimed to determine the elements that make up Fethiye's consumer-based brand equity and to determine the role of brand satisfaction in the effect of these elements on the destination brand preference. According to the findings obtained from 1168 tourists participating in the study, it has been determined that the destination brand equity perceptions of tourists visiting Fethiye differ between local and foreign tourists, and brand satisfaction has a moderator role in the effect of destination brand equivalence on brand preference. The research results are expected to guide the destination branding decisions of tourism stakeholders in Fethiye and contribute to future studies in Fethiye in the field of destination marketing.

Sustainable customer retention through social media marketing activities using hybrid SEM-neural network approach.

Social media has changed the marketing phenomenon, as firms use social media to inform, impress, and retain the existing consumers. Social media marketing empowers business firms to generate perceived brand equity activities and build the notion among consumers to continue using the firms’ products and services. The current exploratory study aimed to examine the effects of social media marketing activities on brand equity (brand awareness and brand image) and repurchase intention of high-tech products among Chinese consumers. The study used a cross-sectional design, and the final analysis was performed on 477 valid responses that were collected through an online survey. Partial least squares structural equation modelling (PLS-SEM) and artificial neural network (ANN) analysis were performed. The obtained results revealed positive and significant effects of trendiness, interaction, and word of mouth on brand awareness. Customisation, trendiness, interaction, and word of mouth were found to positively affect brand image. Brand awareness and brand image were found to affect repurchase intention. The results of multilayer ANN analysis suggested trendiness as the most notable factor in developing brand awareness and brand image. Brand awareness was found to be an influential factor that nurtures repurchase intention. The study’s results confirmed the relevance of social media marketing activities in predicting brand equity and brand loyalty by repurchase intention. Marketing professionals need to concentrate on entertainment and customisation aspects of social media marketing that can help to achieve brand awareness and image. The limitations of study and future research opportunities are presented at the end of this article.

USING CUSTOMER-BASED BRAND EQUITY MODEL IN THE HIGHER EDUCATION CONTEXT: SIMULATING THE CURRENT UNIVERSITY’S BRAND

Purpose – the purpose of the article is to simulate the current version of a university’s brand using the Customer-Based Brand Equity (CBBE) model. Research methodology – the methodology of the paper includes analysis of theoretical sources and prior research on branding in higher education. For collecting primary data, a questionnaire based on the multi-dimensional CBBE model was used; a survey was conducted in Transport and Telecommunication Institute (Latvia). Structural equation modelling was then applied for confirmatory factor analysis of relationships between brand equity-related factors. Findings – Statistical analysis of the conducted survey’s data disclosed the importance of different brand dimensions within the CBBE model: Performance, Imagery, Judgments, Feelings, and Resonance. There is a notable difference between the perception of brand equity and associated factors by local and foreign students; it was discovered that local students have more concerns about the Imagery of the university brand, while foreign students are more focused on the Resonance factor. Research limitations – the research was conducted within one higher education institution. Further study with a broader research base that confirms the applicability of the Keller’s model in different settings would be beneficial. Practical implications – as brand equity affects the choice of a marketing strategy adopted by a university, the information obtained through simulation of the current version of the corresponding brand is vital for developing and updating an efficient strategy aimed at accomplishing a competitive advantage in both local and international settings. Originality/Value – the current brand’s version has been successfully stimulated in higher education settings, applying the CBBE model as a scalable framework – to demonstrate how different factors related to brand equity are perceived by the university’s students.

Destinasyon Marka Farkındalığı, Destinasyon Marka İmajı ve Algılanan Kalitenin Destinasyon Marka Sadakatine Etkisi: Mardin Odaklı Bir Araştırma (The Effects of Destination Brand Awareness, Destination Brand Image and Perceived Quality on Destination Brand Loyalty: A Case of Mardin)

Purpose – The aim of this study is to measure the consumer-based destination brand equity of Mardin, which is an important tourism destination in the Southeastern Anatolia region, and to investigate effects of destination brand awareness, image, and perceived quality on destination brand loyalty. Design/methodology/approach – Scanning method was used in the research. First, the reliability and validity of the measurement tool used in measuring the brand equivalence components were tried to be obtained. Afterwards the validity and reliability analysis of the data (n: 212) collected in November and December 2019, the structural model was established, and the proposed theoretical model was tested. Exploratory and confirmatory factor analysis was performed to ensure the construct validity of the scale. Convergent and discriminative validities of the scale were provided as a result of the confirmatory factor analysis of the measurement model. Structural model analysis was performed to test the hypotheses. Findings – As a result of the confirmatory factor analysis, it was confirmed within the framework of the consumer-based brand equity which was modelled by Aaker, (1991) and Keller (1993) and it was determined that it consists of four dimensions. As a result of the analysis of the structural model, the hypotheses based on the theoretical framework were supported. According to findings, the result of the structural model analysis indicated that destination awareness, perceived quality and destination brand image affect positively destination brand loyalty. Discussion – To attain a strong brand, it is required to understand visitors perception of brand equity and needs to be created and followed marketing and management strategies by destination stakeholders. By offering tourists different and unique experiences beyond the known, a strong brand perception can be created by increasing the quality, image and loyalty levels perceived by the visitors towards the destination. Research findings provide important information to destination management stakeholders about the contribution of creating an effective destination brand equity to destination brand competency.