Geri Anasayfa

Detay


The Effect of Brand Value Dimensions on Brand Loyalty and Purchasing Intent: An Application on X Brand White Goods Users

Abstract
In this study, it is aimed to reveal the effects of the brand's image, brand association, brand’s perceived quality and brand awareness on consumers’ brand loyalty and purchasing intent. Research data were obtained by applying face to face survey method to 384 people in Istanbul. These data were then tested by Cronbach's alpha coefficient method, normality test, factor analysis, correlation and multiple regression analysis. As a result of the research, it has been determined that brand image, perceived quality and brand awareness affect brand loyalty and purchasing intent. While the most important factor affecting brand loyalty is brand image, the most important factor affecting purchasing intention is brand awareness. In addition, the highest relationship of brand loyalty and purchasing intention was found between the brand image, while the lowest relation was found between brand association.

Keywords
Brand loyalty, purchasing intent, consumer