Marka Otantizminin Tekrar Satın Alma Niyeti Üzerindeki Etkisi: Hazır Gıda Sektöründe Bir Uygulama
The Effect of Brand Authenticity on Repurchase Intent: An Application in the Take Home Foods Sector

Summary/Abstract: Objective - The aim of the study is to determine whether brand authenticity has an impact on repurchase intent. Method - A data collection tool consisting of three main dimensions has been developed to determine the impact of Torku customers' perceived brand authenticity on repurchase intent. In the first part of this data collection tool, there are three multiple choice questions besides the questions about the demographic variables. In the second part, there are questions about perceived brand authenticity consisting of 20 items (continuity, originality, reliability / naturalness and general brand authenticity) and four dimensions. In the third part, there are questions about repurchase intention consisting of six items and one dimension. Within the scope of the research, frequency analysis was performed first. Then, the dimensions related to the scales used in the study and the severity of the items were determined. Finally, correlation and regression analyzes were performed. Findings- According to the results of the correlation analysis, a positive and high level relationship was found between the brand authenticity and repurchase intent. (r=0,68) After the correlation analysis, regression analysis was performed to determine the effect of the perceived brand authenticity on the purchasing intent.

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