The influence of perceived risk on brand addiction: A research on cosmetics products

Abstract

Consumers prefer certain brands like price, quality, image, environment and personal expectations, and therefore it is important to determine the reasons that are effective in brand loyalty in terms of both producers and intermediary institutions. In recent years, there have been many studies on brand loyalty. Investigations are generally carried out on the condition of showing brand affiliation and on the stages of the formation of this commitment. The relationship between consumers’ risk perceptions of cosmetic products and brand dependency will be examined in our research. This study aiming to determine the effect of consumers’ cosmetic product risk perception on brand dependency will be realised in Karabuk. Within the scope of the research, the data obtained by the questionnaire method will be analyzed with statistical methods and interpreted in tables. Keywords: Perceived risk, brand, brand dependence.