THE IMPACT OF BRAND LIKEABILITY PERCEPTIONS ON BRAND EQUITY: AN APPLICATION ON BINGOL UNIVERSITY STUDENTS

Abstract

Developing brand-consumer relations has become more important in increasing competition and changing market conditions. The acceptance and satisfaction of a brand offered to the target market is the first step in building brand loyalty. With brand likeability, businesses can make brand consumer relationships long-term and stable. In this research article, the effect of brand likeability perceptions on brand equity has been analyzed. In this context, the effect of positivity, interaction, personalized quality and satisfaction dimensions of brand likeability on brand equity was also analyzed. The research was conducted with 371 participants who are studying at Bingöl University and using smartphones. As a result of the analysis, it was concluded that perceptions of brand likeability generally affect brand equity