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Abstract

Brand equity has become essential variable that impacts on purchase decision and enhances the value of product due to the effects on customer loyalty and customer satisfaction. Nowadays,information and communication technologies have been devoloped rapidly that causes wide range of product and brand choices in the market. Therefore quality level and features of products have been become similar.In this case firms need to differentiate their products and compete each other to sustain their success and to exist in the market forever. One of the main ways to increase the success of firm and make a difference in the market is building the consumer-based brand equity that is described as perceived sense of brand by the consumers. Companies must compete aggressively to attract and keep loyal customers. Brand equity is one of the company's most valuable asset to keep the potential consumers. Companies are increasingly understanding that brands are key factors in competitiveness People are more likely to purchase or consume products are supplied by a corporation if corporation's brand equity is stronger. Because of this, purchase decisions are heavily impacted by customer opinions about these brands .The goal of this study is to develop a conceptual framework for analyzing the link between consumer-based brand equity and purchasing decision of consumer. Research was to examine the impact of four dimensions of customer-based brand equity on consumer purchasing decisions: brand loyalty (BA), perceived quality (PQ), brand awareness (BAW), and brand association (BA) on consumer purchase decisions (CPD). The study's research model was influenced by Aaker's consumer-based brand equity model. Brand loyalty, perceived quality, brand awareness, and brand association were independent variables. Dependent variable was consumer's purchase decision. Data was obtained from 407 respondents in Turkey using an internet survey to test the hypothesis. The respondents' favorite sports shoes brand was used to frame the questions. The data were examined by descriptive statistics, exploratory factor analysis (EFA) and confirmatory factor analysis (CFA). The results showed that brand equity dimensions affect Turkish consumer's purchasing decisions based on consumer's favourite sport shoes brand. Statistically, there is positive impact of both BAW (coefficient 0.853, p=0.000<0.01), BL (coefficient 0.255, p=0.019<0.05) on CPD. Both PQ (p=0.870>0.05) and BA (p=0.538>0.05) have no positive impact on CPD.