The effect of marketing mix elements on brand equity

In recent years, with the effect of globalization the competition between businesses has increased more, therefore the brands have multiplied and accordingly the decision making process for consumers has become more difficult. Consumers now make more informed decisions than the old ones. Therefore, enterprises are trying to differentiate from competitors. For this purpose, businesses affect their brand equity through their marketing mix elements to release a successful brand to market, keep this success and to make their brand preferable for consumers. In this study, the effects of marketing mix elements on brand equity dimensions (perceived quality, brand loyalty, and brand awareness) were examined in terms of sport shoe preferences of university students. A questionnaire was applied to the students enrolled in the Faculty of Economics and Administrative Sciences at Çağ University in the 2016-2017 academic year. 336 questionnaire data collected from the students were analyzed with the SPSS 22 program. In the data analysis, besides various descriptive statistics like frequency distribution, mean, and standard deviation, reliability analysis, analysis of factor, and regression analysis were used. When analysis results are analyzed, marketing mix elements affecting the brand equity that consumers perceive in sport shoe product preferences are determined. It was observed from the marketing mix elements that store image and advertising spending have an impact on perceived quality-brand awareness; price deals were found ineffective. When the effect on creating brand loyalty of the advertising spending were examined, it was observed that advertising spending have an effect on brand loyalty. When the effect on brand equity of the brand equity dimensions that perceived quality-brand awareness and brand loyalty were examined, it was seen that all dimensions have an effect on brand equity.