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Journals / Doğuş Üniversitesi Dergisi / 2014 / Cilt: 15 - Sayı: 2

THE ROLE OF BRAND TRUST ON PARENTS’ PURCHASE INTENTIONS OF BABY-CARE PRODUCTS

MARKA GÜVENİNİN EBEVEYNLERİN BEBEK BAKIM ÜRÜNLERİ SATIN ALMA NİYETLERİ ÜZERİNDEKİ ROLÜ

GÜLNİL AYDIN
Aybeniz Akdeniz AR
Çağatan TAŞKIN
Pages
165–180
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

The study reveals that the effect of the brand trust on repurchasing intention is greater than its effect on relational commitment, and that this effect is observed particularly in the case of national brands.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:The aim of this study is to investigate the role of brand trust in the consumer-brand relationship for both global and national brands.
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Key Findings & Data:The model developed for this goal is applied to two rival brands in the baby care products market in Turkey, one of which is global and the other is national.
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Conclusion & Impact:The study reveals that the effect of the brand trust on repurchasing intention is greater than its effect on relational commitment, and that this effect is observed particularly in the case of national brands.
🔬Design:Modeling & Simulation
📍Scope:Comprehensive Sample
⚙️Variables:Marka Güveni · Marka Satın Alma Niyeti · Bebek ve Çocuk Bakım Ürünleri

Abstract

The aim of this study is to investigate the role of brand trust in the consumer-brand relationship for both global and national brands. The model developed for this goal is applied to two rival brands in the baby care products market in Turkey, one of which is global and the other is national. To test the research model, a structural equation modeling approach is followed. The study reveals that the effect of the brand trust on repurchasing intention is greater than its effect on relational commitment, and that this effect is observed particularly in the case of national brands.

Özet

Çalışmanın amacı; global ve ulusal markalar için marka güveninin tüketici marka ilişkisi üzerindeki rolünü araştırmaktır. Bu amaçla geliştirilen model; bebek bakım ürünleri pazarında faaliyette bulunan biri global, diğeri ulusal iki rakip marka için uygulanmıştır. Araştırma modelinin testi için yapısal eşitlik modellemesi kullanılmıştır. Çalışmanın sonucunda marka güveninin yeniden satın alma niyeti üzerindeki etkisinin, ilişkisel bağlılık üzerindeki etkisinden daha büyük olduğu ve özellikle ulusal markada bu etkinin daha fazla gözlendiği tespit edilmiştir

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Cite This Article

AYDIN, G., AR, A. A., TAŞKIN, Ç. (2014). THE ROLE OF BRAND TRUST ON PARENTS’ PURCHASE INTENTIONS OF BABY-CARE PRODUCTS. Doğuş Üniversitesi Dergisi, Cilt: 15 - Sayı: 2, 165–180. https://ajindex.com/articles/127407

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References (6)

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