ANTECEDENTS OF BRAND LOVE: A RESEARCH ON BANK CUSTOMERS

Year 2017, , 609 - 619, 30.06.2017

Volkan Ozbek , Aysegul Yildirim Kutbay , Oykem Dogan Aycan Kulahli

https://doi.org/10.17261/Pressacademia.2017.637

Abstract

The aim of this study in this direction is to
determine the possible effects of the variables such as experience period,
consumer trust, costumer satisfaction and brand novelty in the banking sector,
in which there is an intense competition, on brand love. The study was
conducted by questionnaire on the customers of two different banks which were
reached by convenience sampling method. Research findings show that
satisfaction, trust and brand innovation variables are a positive influence on
brand love. On the other hand, there was no significant effect of experience
period on brand love.  For a high level
brand love, it is expected that the brand constantly renews itself and the customer
is satisfied and that the brand is reliable in the eyes of the consumers.  When brands can achieve them, they can
increase the desire of the customer to repurchase, recommend the brand to
others, and pay more for the brand. It can be considered as that creating brand
love is more difficult in sectors where competition is intense as many
companies are trying to convince the same target audience. One of these
sectors, where there is intense competition in Turkey, is the banking sector.
Banks in this sector use a variety of tools or devices to attract consumers
from their competitors. The concept of brand love can create a competitive
advantage for banks as one of these tools.   

Keywords

Brand love, consumer trust, costumer satisfaction, experience period, brand novelty

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