Evaluation of brand equity using balanced scorecard: Evidence from privatized Turkish firms

Abstract

Recent studies generally approach brand equity from a consumer oriented paradigm. Based on previous researches, the aim of this paper is to evaluate brand equity by a multidimensional perspective based on balanced scorecard approach. Besides consumer based aspect; financial, organizational, competition dimensions of brand equity are evaluated within a sample of privatized firms listed in Borsa Istanbul. For measuring brand equity, the study offers an original methodology of a hybrid multi-criteria decision making model designed for fuzzy environment. Thereby, the brand equity performances of the selected privatized firms are analyzed by using Fuzzy DEMATEL and Fuzzy VIKOR methods. The results of the analyses present that consumer based dimension is the most influential determinant of brand equity performance. Likewise, financial based dimension is found out to have effects on other brand equity dimensions. Finally, the study findings prove that firms privatized with a high-public-offering-share have the best brand equity performance compared to others.