The analysis of consumer based brand equity perceptions on the base of GSM operators: Example of Van Yuzuncu Yıl University

The concepts of brand and brand equity have become concepts importance of which has been increasing day by day in today's changing and developing marketing conditions. Emerging to distinguish similar products and explained with any sign, term, or some different forms, the concept of brand has much wider meaning now and became a means of expressing identity and value. The concept of brand equity which brand owns independent from the products has become one of the most discussed concepts for both financial point and value added that it provides to the consumer. The main purpose of this thesis is to handle and measure brand equity with the consumer-based perspective. Within formed formats based on the consumer based brand valuation model developed by Aaker (1991) and Keller (1993), it is aimed to fix brand equity perception of the University youth on the GSM operators that they use. Within this aim, a research was carried out by using survey method on 675 students studying at the Yüzüncü Yıl University. Keywords: Brand Equity, Consumer-Based Brand Equity, Perceived Quality, Brand Awareness, GSM Operators.