An Empirical research on the effect of contextual marketing strategies on brand equity

The changing customer needs and desires with the today's marketing approach has led businesses to create on diversity. Brand equity concepts which is effective in the competitive environment, emerges with the different ways and methods. Contextual marketing strategy which has been applied via information technology and is associated with is effective brand equity is effective on the forming of brand equity by providing the right knowledge, at the right time, at the right consumers. In this thesis, we examine the relationship between brand equity and contextual marketing strategy and explain contextual marketing strategy and the dimensions brand equity in detail. In the data analyze, we find the dimensions through explanatory factor analysis and apply correlation, regression analysis to test the hypothesis. In conclusion, we find evidence of the relationship between brand equity , the the dimensions of brand equiy and contextual marketing. Keywords: Contextual Marketing, Brand Loyalty, Brand Association, Brand Awareness, Perceived Quality