Measuring Customer Based-Brand Equity Empirical Evidence from Fast Food Brands in Northern Cyprus

This study pursues to examine the practicality and applications of a customer-based brand equity model in the North-Cyprus fast-food market. This research is based on design, methodology, and approach most common conceptual framework of brand equity. The study is demonstrated which is a significant relationship between five dimensions of own study that dimensions individually are related to each other. In the decade, brand equity components are challenging issues. Because of this, the aim of my thesis is to investigate the effects of brand equity components (brand awareness, brand image, brand quality, brand value and brand loyalty) on brand equity itself. This study is used to measure fast-food usage of 200 university students and their senses. The purpose of my study is suggested the high quality of brand equity to the managers for being update and finding their costumers’ needs. This study also provides insights about the understanding of North-Cyprus fast-food market consumers’ perceptions of overall brand equity and its dimensions. Keywords: Brand Equity, Customer-based Brand Equity (CBBE), Brand Awareness, Brand Loyalty, Brand Image, Brand Value, Northern Cyprus