Effect of brand prestige and brand credibility on consumer based brand value

The basic aim of this study is to establish the effect of brand prestige and brand credibility on consumer based brand value. The scope of the research is consisted of 18 year and older aged GSM operator users living in Diyarbakır province. In the study, data from a total of 494 participants were collected with the help of face to face survey method benefiting from convenience sampling method, one of the non-random sampling methods. In the analyses of the data within the context of the study, the programs such as arithmetic mean, standard deviance, frequency distribution, reliability analysis, confirmatory factor analysis, variance analysis and regression analysis were made use of. As a result of regression analyses carried out in the study, it was determined that brand prestige and brand credibility had a significant and positive effect on brand loyalty, brand awareness, brand association and perceived brand dimensions, which make up consumer based brand value. However, as a result of variance analyses applied, it was established that the survey respondents had significant differences statistically between the levels of brand prestige, brand credibility and consumer based brand value dimensions in terms of GSM operator using periods.