Building Brand Trust Through Brand Image: Brand Loyalty Matters

Yıl 2025, Cilt: 6 Sayı: 4, 545 - 571, 27.12.2025

Merve Dogan

https://doi.org/10.54733/smar.1760236

Öz

This paper examines whether the relationship between brand image, which consists of functional brand image and affective brand image, and brand trust is contingent on brand loyalty. To this end, we conducted two studies based on the survey data collected from 411 Turkish consumers (Study 1) and 225 Turkish consumers (Study 2). The results demonstrate that both functional brand image and affective brand image positively affect brand trust. Furthermore, the relationship between functional brand image and brand trust is greater among participants with low brand loyalty than among participants with high brand loyalty. In contrast, the relationship between affective brand image and brand trust is greater among participants with high brand loyalty than among participants with low brand loyalty. These results indicate that brand loyalty moderates the relationship between brand image and brand trust. Implications are discussed; also further research suggestions are provided.

Anahtar Kelimeler

brand trust , brand image , brand loyalty , affective brand image , functional brand image

Marka İmajı Yoluyla Marka Güveni Oluşturmak: Marka Sadakatinin Rolü

Öz

Bu çalışma, işlevsel marka imajı ve duygusal marka imajı olmak üzere iki boyuttan oluşan marka imajı ile marka güveni arasındaki ilişkinin marka sadakatine bağlı olarak değişip değişmediğini incelemektedir. Bu amaçla, 411 Türk tüketicisinden (Çalışma 1) ve 225 Türk tüketicisinden (Çalışma 2) toplanan anket verilerine dayalı iki çalışma yürütülmüştür. Elde edilen bulgular, hem işlevsel marka imajının hem de duygusal marka imajının marka güvenini olumlu yönde etkilediğini göstermektedir. Ayrıca, işlevsel marka imajı ile marka güveni arasındaki ilişkinin, düşük marka sadakati düzeyine sahip katılımcılarda, yüksek sadakat düzeyine sahip olanlara kıyasla daha güçlü olduğu belirlenmiştir. Buna karşılık, duygusal marka imajı ile marka güveni arasındaki ilişkinin, yüksek marka sadakati düzeyine sahip katılımcılarda daha güçlü olduğu gözlemlenmiştir. Bu sonuçlar, marka sadakatinin, marka imajı ile marka güveni arasındaki ilişkiyi anlamlı bir şekilde etkilediğini (ılımlılaştırdığını) ortaya koymaktadır. Ayrıca çalışma sonunda, elde edilen bulguların olası uygulamaları tartışılmış ve gelecekteki araştırmalar için öneriler sunulmuştur.

Anahtar Kelimeler

marka güveni , marka imajı , marka sadakati , duygusal marka imajı , işlevsel marka imajı

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