The impact of reputation on brand value in context of consumer's opinion:THY sample

Today, when the intangibles gain importance in the buying behaviour of the consumers in addition to tangibles, the brand value takes its place among the major intangibles. With its abstract features, brand offers a bunch of values to both the firms and the consumers. This value offered by the brand has become the subject of many researches in time but it has been discussed only in the financial terms. However, while a financially-discussed brand value focuses on only the result of the brand performance, it ignores the attitudes and perceptions of the consumers. In fact, the attitudes and perceptions of the consumers, which are the basis of the branding that is accepted as one of the most important methods of competition today, can be achieved through a consumer-based brand value. There are many intangibles and tangibles which are influential on the brand value. Corporate reputation, one of these assets, provides the brand value with a surplus value in many ways, ranging from staff employment to positive influence on customer preferences. This study takes the brand value of Aaker, highly-affirmed in its field, and corporate reputation models of Fombrun as its basis. The measurement of the influence of reputation on brand value from the consumer's perspective sets the general framework of this study. The influence of reputation on brand value has been attempted to be explained according to the perceptions of the passengers at Antalya Airport. In line with this purpose, it has been aimed to find answers to these questions: "Depending upon the opinions of the consumers, is corporate reputation of THY influential on the brand value?", "Depending upon the opinions of the customers, by which of its dimensions is the brand value of THY more influential on the corporate reputation?" and "Depending upon the opinions of the customers, by which of its dimensions is the corporate reputation of THY more influential on the brand value?". In conclusion of this study, it has been inferred that reputation has a strong influence on the brand value, and that it creates this influence with its service quality dimension at most and brand awareness dimension at least. The strong influence of the brand value on the corporate reputation is created through the perceived quality dimension at most and stakeholder relations dimension at least.