Measuring Customer Based-Brand equity, Evidence from Restaurants and Cafeterias Inside EMU Campus

This study examines the practicality and applications of a customer-based brand equity model in the Eastern Mediterranean University restaurants and cafeterias. This research is based on design, methodology, and approach most common conceptual framework of brand equity. The study pursues a significant relationship between five dimensions of brand equity to find whether these dimensions are related to each other. Based on this idea, the aim of current thesis is to investigate the effects of brand equity components (brand awareness, brand image, brand quality, brand value and brand loyalty) on overall brand equity. This study is used to measure restaurants and cafeterias usage of the more than 200 university students and their senses. The purpose of this study is suggested as: 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 Eastern Mediterranean University restaurants and cafeterias market consumers’ perceptions of overall brand equity and its dimensions.