MARKA BİLİNİRLİĞİ, MARKAYA DUYULAN GÜVEN VE MARKA İMAJININ MARKA SADAKATİNE ETKİSİ: CEP TELEFONU SEKTÖRÜNDE BİR UYGULAMA
EFFECT OF BRAND AWARENESS, BRAND TRUST AND BRAND IMAGE TO BRAND LOYALTY: AN APPLICATION IN CELLULAR PHONE SECTOR
Author(s): Abdulvahap Baydaş, Sima Nart, Reha SaydanSubject(s): Business Economy / Management, Social psychology and group interaction, Behaviorism, Evaluation research, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Bingöl Üniversitesi Sosyal Bilimler Enstitüsü
Keywords: Consumer behavior; brand awareness; brand trust; brand image; brand loyalty;
Summary/Abstract: This study determines the factors of brand loyalty preference mobile phone and also examined the impact of these factor on brand loyalty. A survey was conducted by face-to-face interviews with 859 students from Yüzüncü Yıl University. The hypotheses of the study were tested by regression analyses. The fındings indicate that brand image, brand awareness and brand trust has a strong effect on brand loyalty. Brand trust has emerged as the most important factor.
Journal: Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi (BUSBED)
- Issue Year: 1/2011
- Issue No: 1
- Page Range: 25-42
- Page Count: 18
- Language: Turkish