A Research on the Measurement of Consumer Based Brand Equity in Automobile Sector

In today’s consumer oriented markets, companies should have a privileged position in target markets’ memories in order to preserve and increase their market shares. Increasing intense competition forces companies to invest on their brands more. Companies should know the dimensions that affect consumer based brand equity and should form strategies that can improve these dimensions. There is severe competition in automobile sector like in other sectors. Automobile companies are evaluated to have sustainable strategic advantage if they find the most important dimensions that affect consumer based brand equity and improve them. The aim of this study is to explore the relationships between consumer based brand equity of a foreign automobile brand, and its dimensions by means of structural equation modeling and to propose marketing strategies according to the modeling results. Convenience sampling method is used in the research and 394 questionnaires are collected for the analysis. According to the research findings, it is obtained that after sales service has a positive impact on perceived quality and consumer based brand equity; brand associations and perceived quality dimensions have a positive impact on the brand loyalty and brand loyalty has a positive impact on consumer based brand equity.