ISSN:2149-9225
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THE MEDIATING ROLE OF BRAND LOVE IN THE EFFECT OF BRAND TRUST ON THE PURCHASING INTENTION


The purpose of this study is to research the mediating role of brand love in the effect of brand trust on purchasing intent. In this study, Individuals who are older than 18 years of age living in İzmir and using X brand household appliances were targeted and 500 people were interviewed with face to face survey method. Survey data were collected according to convenience sampling method. Then, upon checking for normality and reliability controls, the collected data were analyzed through Correlation analysis, Explanatory Factor Analysis, Confirmatory Factor Analysis, Structural Equation Model and Sobel test. As a result of the research, it is determined that the brand love has a mediating role in the effect of brand trust on the purchasing intent. In addition, it is determined that brand love and brand trust have a significant effect on the purchasing intent and brand trust has a significant effect on brand love.


Keywords


Brand love, brand trust, purchasing intent, consumer

Yazar: Ebru ONURLUBAŞ - - Remzi ALTUNIŞIK
Sayfa Sayısı: 116-135
DOI: http://dx.doi.org/10.18020/kesit.1608
Tam Metin:
Kesit Akademi
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