Factors Affecting Brand Loyalty: A Study on Mobile Apparel Websites

Öz

The research is carried out to determine the effect of apparel brand image on brand trust and brand attitude in mobile websites and to measure the effect of brand trust and brand attitude on brand loyalty. Questionnaire method, one of the data collection techniques, has used in the study. The data collected from 239 people by face-to-face survey method has been analyzed with the structural equation model. According to the results of the research, a significant relationship has been found between brand image and brand trust, and between brand image and brand attitude. Moreover, within the scope of mobile websites, it has been determined that apparel brand trust and apparel brand attitude affect brand loyalty. Due to the limited number of studies examining brand loyalty in the literature, it is possible to say that this research will contribute to the literature.

Anahtar Kelimeler

• Brand loyalty
• Brand image
• Brand trust
• Brand attitude
• Apparel web sites

Marka Sadakatini Etkileyen Faktörler: Mobil Kıyafet Web Siteleri Üzerine Bir İnceleme

Öz

Araştırma mobil web sitelerinde kıyafet markası imajının marka güveni, marka tutumu üzerindeki etkisini belirlemek ve marka güveninin, marka bağlılığının marka sadakati üzerindeki etkisini ölçmek amacıyla gerçekleştirilmiştir. Çalışmada veri toplama tekniklerinden anket yöntemine başvurulmuştur. 239 kişiden yüz yüze anket yöntemiyle toplanan veriler yapısal eşitlik modeli ile analiz edilmiştir. Araştırma sonuçlarına göre, marka imajı ile marka güveni arasında ve marka imajı ile marka tutumu arasında ise anlamlı bir ilişki saptanmıştır. Diğer taraftan mobil web siteleri kapsamında kıyafet markası güveninin ve kıyafet markası tutumunun marka sadakatini etkilediği tespit edilmiştir. Alanyazında marka sadakatini inceleyen sınırlı sayıda araştırma bulunması nedeniyle, bu araştırmanın literatüre katkı sağlayacağını söylemek mümkündür.

Anahtar Kelimeler

• Marka sadakati
• Marka imajı
• Marka güveni
• Marka tutumu
• Kıyafet web siteleri

Kaynakça

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