A research on the effect of marketing communication component in brand equity creation

The brand concept based on B.C. (before Christ). However, the importance of the brand began to be realized after the industrial transfer and began to come forward with mass production. Companies communicate their brands to consumers through advertising, sales promotions and various marketing communication methods. In this study, the effect of marketing communication elements on brand value was investigated. Accordingly, Apple, Samsung, BMW, Mercedes brands were made on the work. The main population of the study consists of consumers living in the center of Bursa. Sampling method is easy sampling. A total of 453 questionnaires were found suitable for analysis. The data were analyzed in SPSS 25.0 program. Percentage and frequency analysis, reliability and multiple regression analysis were used to analyze the data. As a result of the research, attitudes towards advertising and brand awareness variables had a positive effect on perceived quality variable. However, the effects of perceived advertising expenditures, monetary promotions and non-monetary promotions variables on perceived quality variable were not found. According to the results of the study, it was found that perceived advertising expenditures, monetary and non-monetary promotions variable had no effect on brand associations. Attitudes towards advertising and brand awareness were found to have a positive effect on the brand association variable. The perceived quality and brand associations variables had a positive effect on the brand loyalty variable. Keywords: Marketing communication, brand equity, attitudes toward advertisements, brand awareness, perceived quality, brand loyalty