The effect of consumer based brand value on brand image

Consumer based brand value is a prominent marketing strategy, which enables organizations to get competitive edge against their rivals, to enhance their market share, to have a high perceived brand quality and loyal customers, correspondingly becoming more powerful than the other brands. The aim of this study is to specify the effect of the dimensions of consumer based brand image on the perception of brand image. Additionaly, it has been investigated in this study whether the dimensions of consumer based brand value and the brand image perceptions have a significant difference according to demographic features of the people or not. As the data collection method, survey has been utilized and the data were gathered from 469 consumers who were reached from social media. To the gathered data, Factor Analyses, t-test, Anova, Regression and similar tests have been applied. The findings of the study include that the consumer brand value dimensions of perceived quality and association are more effective on brand image, the dimensions of consumer based brand value and the perception of brand image according to gender and the maritalsratus of the consumers do not differentitate but show differences according to their other demographic features.