Doğuş Üniversitesi Dergisi 1308-6979 Dogus University MARKA GÜVENİNİN EBEVEYNLERİN BEBEK BAKIM ÜRÜNLERİ SATIN ALMA NİYETLERİ ÜZERİNDEKİ ROLÜ THE ROLE OF BRAND TRUST ON PARENTS’ PURCHASE INTENTIONS OF BABY-CARE PRODUCTS Aydın Gülnil Balıkesir Üniversitesi, Bandırma İİBF, İşletme Bölümü Ar Aybeniz Akdeniz Balıkesir Üniversitesi, Bandırma MYO, Sosyal Bilimler Program Taşkın Çağatan Uludağ Üniversitesi, İİBF, İşletme Bölümü 07 01 2014 15 2 165 180 Copyright © 2000, Dogus University Journal 2000 Dogus University Journal

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

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.

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