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    Consumer-based brand equity for destinations and application of the model to multiple cities: Bursa and Edirne
    (İstanbul Bilgi Üniversitesi, 2019) Demir, Demet; Sezgin, Selime
    This research aims to measure the brand equity of a destination by adopting the Consumer-Based Brand Equity (CBBE) model. The dimensions of the CBBE were analyzed and the relationship of these dimensions was tested by the application of the CBBE model to the destinations Bursa and Edirne. The model was adopted from Boo and his friends' study (2009), so it was necessary to apply the model to multiple cities which are competitive with each other and in the same product category. Brand awareness, brand image, brand quality, brand value, and brand loyalty dimensions were scanned in the literature based on destination and applied to both cities with a survey study. In this way, how brand awareness affects brand image and brand quality, on the other hand, how brand image and quality affect brand value and the effect of brand value on brand loyalty has been tested. in particular, it was mentioned in the model that destination brand image and destination brand quality has been combined under the name of the destination brand experience. And this new concept was mentioned that has affected the brand loyalty indirectly, by affecting the brand value directly. For the accuracy of this relationship, destination brand image and destination brand value connection, and destination brand quality and destination brand value connection were tested in this study.