Marka Sadakatini Etkileyen Faktörler: Mobil Kıyafet Web Siteleri Üzerine Bir İnceleme
Factors Affecting Brand Loyalty: A Study on Mobile Apparel Websites

Summary/Abstract: The research is carried out to determine the effect of apparel brand image on brand trust and brand attitude in mobile websites and to measure the effect of brand trust and brand attitude on brand loyalty. Questionnaire method, one of the data collection techniques, has used in the study. The data collected from 239 people by face-to-face survey method has been analyzed with the structural equation model. According to the results of the research, a significant relationship has been found between brand image and brand trust, and between brand image and brand attitude. Moreover, within the scope of mobile websites, it has been determined that apparel brand trust and apparel brand attitude affect brand loyalty. Due to the limited number of studies examining brand loyalty in the literature, it is possible to say that this research will contribute to the literature.

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