Effects of brand equity dimensions on firm value and examining the moderating effect of perceived reputation: A study on large stores listed on ise

Brand equity compromises all the attitudes of consumers against a corporate brand. Brand equity offers advantage to both brand and consumer. In the same breath, brand equity is utilised financially. On the other hand, corporate reputation is made of the efficient and emotional jurisdiction of corporate stakeholders about the corporation. The aim of this thesis is to measure scientifically whether brand equity dimensions have any effect on firm value by moderating the perceived reputation dimensions of the companies. By this aim, a model is created to show correlation between these three concepts by gauging the reputation of the company, and brand equity perceptions of users and non-users of 10 corporations that are listed as "Large Stores" under the Nace classification of Istanbul Stock Exchange (ISE). The results, together with firm values of these companies which are the secondary data (Book to Market Ratio) were tested with structural equation modelling by using R programme. To the best of our knowledge, there is not any academic research globally and in Turkey that measures the relationship between these 3 concepts. According to the results of analysis, brand equity dimensions have statistically and scientifically meaningful effect on perceived reputation dimensions and on firm values of the companies.