Investigation of the effect of perceived benefit on consumer based brand value

Today, the structure based on online transactions is increasing its importance in practical and behavioral. Within the framework of this importance, online purchasing is an important component of the structure at issue. This study aims to examine the relationship between perceived benefits and consumer-based brand equity. In the research, causal-relational research design was used because of examining the relationships between variables and causality. As a sampling method, a structured questionnaire was used in the convenience sampling and data collection process. Univariate and multivariate statistical methods were used to test the research hypotheses. According to the results obtained, it has been determined that the perceived benefit has a positive effect on brand awareness and perceived quality. Another finding of this study is that brand awareness and perceived quality have a positive effect on brand associations, and finally, brand associations have a positive effect on brand loyalty. While investigating the relationship between perceived usefulness and consumer-based brand equity, the research model can be extended to include risk perception, another factor affecting consumers' online shopping intention, to improve understanding of the whole process in future studies. Keywords: Brand Equity, Consumer Based Brand Equity, Online Shopping, Perceived Benefits.