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Abstract


ANALYSİS OF RELATİONSHİP BETWEEN BRAND TRUST BRAND LOYALTY AND BRAND PREFERENCE: STATİONERY INDUSTRY APPLİCATİON
It is foreseen that brand trust is an important component in terms of brand loyalty or brand preference. The porpose of this study is to indicate the association between brand trust and brand loyalty, brand trust and brand preference and brand loyalty with the application of stationery pen sector. In the study, while measured by four expressions from the study of Delgado-Ballester (2004: 579) for the brand trust scale, five expressions obtained by combining the attitude brand loyalty and behavioral brand loyalty scales of Özdemir and Koçak’s study (2012), brand preference scale which is developed by Chang and Liu, is consist of four expressions. In the study, as a firstly the scales were subjected to reliability and factor analysis and the scales were ready for utilization. After that, the average values of all scales were measured and it was determined that the average of the scales was slightly lower than the average of the scales and they must be improved. First, the relationship between brand trust and brand loyalty has measured by subjecting it to regression analysis. The analysis brought out that there is a positive assoctiaiton between brand trust and brand loyalty. Similarly, the relationship between brand trust and brand preference is subjected to regression analysis, and at the end of the analysis it appeared that there is a significant and positive associaition between brand trust and brand preference at high level. As a result, ith has been found brand trust affects both brand loyalty and brand choice in a meaningful and positive way addtionally, it has been determined that brand preference affects brand loyalty in a statistically significant and positive way.

Keywords
Brand Loyalty Barnd Trust Brand Preferenece Stationery Industry


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