Tüketicilerin Markaya Duyduğu Güven ve Marka Bağlılığı İlişkisi

Abstract

The study aims to determine the relationship between brand loyalty and brand trust of consumers, a field work has been carried out with consumers, living in Karabük and Safranbolu, within the context of theoretical informations, got at the end of literature search. The study covered 450 subjects in March and April for the year 2012, but 384 of them is suitable for the stud1y. The data collected through the questionnaire were analyzed through Statistical parsel programme; percentage, frequency, t Test for independent sample and Anova analysis with sole factor, Tukey test and correlation analysis were used. In conclusion, there is a relationship between brand trust and brand loyalty of consumers participated in the survey. Nevertheless, it is determined that brand trust does not differ according to the demographic variables such as gender, resident zone and income level; brand trust differs with respect to marital ststus, age, spending level, education level, and profession. Besides, brand loyalty does not differ with respect to demographic variables such as gender, resident zone and income level but brand loyalty differs according to marital status, age, spending level, education level and profession. (English) [ABSTRACT FROM AUTHOR]