Determinants of the brand equity : A verification approach in the beverage industry in Turkey

Purpose – This research study aims to examine the practicality and application of a customer‐based brand equity model, based on Aaker's well‐known conceptual framework of brand equity. Design/methodology/approach – The study employed structural equation modelling to investigate the causal relationships between the dimensions of brand equity and brand equity itself. It specifically measured the way in which consumers’ perceptions of the dimensions of brand equity affected the overall brand equity evaluations. Data were collected from a sample of university students in Turkey. Findings – The study concludes that brand loyalty is the most influential dimension of brand equity. Weak support is found for the brand awareness and perceived quality dimensions. Research limitations/implications – While it is acknowledged that student samples are normally an unreliable basis for conclusions and predictions to be applied to consumers in general, it is considered that they were an appropriate group for this study, given that the subject was beverages. Practical implications – Implications for brand managers and marketing planners are discussed. Marketing managers should consider the relative importance of brand equity dimensions in their overall brand equity evaluations. Originality/value – Branding plays an important role in contemporary marketing, and is the focus of much literature, both academic and professional. This study contributes to the body of knowledge.