Measurement of Consumer Based Brand Equity Using Structural Equation Modeling and A Research in Durable Consumer Goods Sector

In today’s markets, many products are perceived to be similar because of information and commuication technologies that are developing fastly. In spite of this, enterprises should make their products different and unique to compete in a sustainable manner. Besides, marketing strategies based solely on concepts such as price, quality, product differentiation and appropriate payment options, may not always provide sustainable competitive advantages under today’s severe competition conditions. Consumer based brand equity, which can be also defined as the meaning of a brand to the consumer, is one of the basic ways of developing sustainable and efficient marketing srategies. The aim of this research is to explore the relationships between consumer based brand equity of a durable consumer good brand, namely Bosch and its dimensions by means of structural equation modeling and to show how to use the model for developing efficient marketing strategies with strategy propositions. The research is conducted in Bursa, so the results of this study can not be generalized to Turkey or any other cities.