Marka Güveni Marka Sadakati ve Marka Tercihi Arasındaki İlişkinin İncelenmesi: Kırtasiye Sektörü Uygulaması
Analysis of Associations Between Brand Trust Brand Loyalty and Brand Preference: Stationery Industry Application

Summary/Abstract: While brand trust is expected to be a more important component in terms of brand loyalty and brand preference, there are not many studies in the literature that examine the relationship between these three brand components. For this reason, the purpose of this study is to measure the associaitions among the three brand components. The study was performed in the stationery paint sector and face to face survey method was applied. In the study, Delgado-Ballester’s brand trust scale, Özdemir and Koçak’s brand loyalty scale and Chang and Liu’s brand preference scale were used. A linear regression model was used as as a research method to determine the associations between the three brand components. Scales were subjected to factor and reliability analyzes in order to make the scales ready for use. It has been found that each company’s brand trust, brand loyalty and brand preference levels are not satisfactory and they shoud be improved according to customers’ evaluation. As a result of regressions analysis, it has been determined a significant and positive association between brand trust and brand loyalty as a first, secondly significant and positive association found between brand trust and brand preference, and thirdly significant and positive association found between brand preference and brand loyalty. To conclude with it can be sait that brand trust affects both brand loyalty and brand choice in a meaningful and positive way and brand preference affects brand loyalty in a statistically significant and positive way and brand trust is the partner component for formation of brand loyalty and brand preference therefore related hypothesis are accepted.

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