A research on brand equity dimensions on consumers' car brand preferences

In today's marketing world, brand equity emerges as a concept closely related to both consumers and businesses. Therefore, in conditions of intense competition, it is very essential to measure and monitor consumer-based brand equity in terms of enterprises. In the literature, studies reveal that the concept of brand equity is important in the brand preference of consumers. In this study, brand equity dimensions were examined. The scope of work performed within the framework of the research, the dimensions of brand equity were shaped as perceived quality, awareness, recognition and loyalty of brand. According to the findings of the research, it was observed that the importance of dimensions of brand equity were different from brand to brand. In addition, it has been found that perceived quality, awareness and recognition of brand have a positive impact on brand equity.