The relationship between corporate reputation and brand equity in terms of consumer perception

Corporate reputation composed of rational and emotional judgements of corporate stakeholders about corporation. Brand equity means of all feelings and considerations of consumers towards a brand of a company. Brand equity provides benefit to both brand and consumer. At the same time, brand equity is evaluated financially. The aim of the study is to identify the relationship level between corporate reputation and brand equity by measuring the relationship between them in terms of consumer perception.A model is formed to show relationship between two concepts by measuring the corporate reputation and brand equity consisted of consumer perception of three corporations that operate in common industry and their brands through a research covered Turkey and this model is tested with structural equation modeling by using AMOS16 programme. According to the results of analysis, it is found that there is a positive and statistically significant meaningful relationship between corporate reputation and brand equity in terms of consumer perception.