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Factors Affecting Brand Loyalty in Turkish Participation Banking Sector

Author

Listed:
  • Bilge BAYKAL
  • Sukru CINAR

Abstract

The aim of this research is determined as investigating the effects of brand associations, brand awareness and perceived quality dimensions on brand loyalty of customers in the Turkish participation banking sector. By this respect, firstly, a compherensive literature review was conducted on four main dimensions of brand value, secondly on the sectorial position of participation banking. Afterwards, a conceptual research model was developed and hypotheses of the proposed model were tested on survey data collected from the Turkish participation banking customers in SPSS program. The analyses’ results revealed that brand awareness, associations and perceived quality dimensions positively affect customers’ brand loyalty while comparisons were made between private and public participation banks. The conclusion of research is expected to contribute to the participation banking managers and brand management academicians on various aspects.

Suggested Citation

  • Bilge BAYKAL & Sukru CINAR, 2023. "Factors Affecting Brand Loyalty in Turkish Participation Banking Sector," Journal of BRSA Banking and Financial Markets, Banking Regulation and Supervision Agency, vol. 17(1), pages 65-105.
    • Handle: RePEc:bdd:journl:v:17:y:2023:i:1:p:65-105
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    More about this item

    Keywords

    Brand Loyalty; Brand Value; Participation Banking.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • G21 - Financial Economics - - Financial Institutions and Services - - - Banks; Other Depository Institutions; Micro Finance Institutions; Mortgages

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