An analysis of Malatya's consumer-based brand equity: A comparison of local and migrant consumer perspectives

This thesis examines the consumer-based city brand equity approach in the context of Malatya and aims to compare local and migrant consumers' perceptions of the city's brand equity. The study is based on quantitative data collected through a survey from a total of 906 participants residing in Malatya, including 393 locals and 513 migrants. City brand equity was measured across five dimensions: brand awareness, brand image, brand associations, brand loyalty, and the city brand's economic value. The scale's validity and reliability were tested using Cronbach's Alpha as well as exploratory and confirmatory factor analyses. The hypotheses were examined through independent samples t-tests, one-way ANOVA, correlation analysis, and multiple regression analysis. The findings indicate that Malatya's consumer-based brand equity is generally at a moderate-to-high level. While local consumers report higher perceptions than migrants in the dimensions of awareness, associations, image, and loyalty, migrants show slightly higher mean scores for the economic value dimension, suggesting a stronger tendency to view Malatya as an economic "opportunity area." Although gender does not produce significant differences, age, education, income level, and subjective economic status generate significant differences, particularly in the brand image and brand loyalty dimensions. Positive and statistically significant relationships were found among all dimensions, and brand image and brand loyalty emerged as central determinants within the city brand equity structure. By incorporating economic value as an independent dimension, the study contributes to the literature and demonstrates that strengthening Malatya's brand potential requires integrated strategies that support economic value and link the city's image with tangible economic outcomes.