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The Effect of Brand Trust and Brand Loyalty on Consumer Purchase Intention: The Study in The Smartphone Market

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  • Busra Cecen Saglam

    (Sosyal Bilimler Enstitusu, Istanbul Ticaret Universitesi, Isletme Yuksek Lisans)

  • Mehmet Saglam

    (Isletme Fakultesi, Istanbul Ticaret Universitesi, Ingilizce Isletme Bolumu Arastirma Gor.)

Abstract

This research aims to analyze the effect of brand trust and brand loyalty to consumer purchase intentions in the Smartphone market. All the residents of İstanbul who use mobile phones are the population of the research. Due to the fact that it is very hard to reach all the population, simple sampling method has been used for data collection and 185 participants have been reached. Structural Equation Model has been used to explain the relationship among brand trust, brand loyalty and purchase intentions. SPSS for Windows 17.0 program and AMOS 20 program are used to analyze the data. Results show that both brand trust and brand loyalty have a positive effect on consumer’s purchase intentions. Also it had been determined that brand trust has a positive effect on brand loyalty. Moreover, brand trust has been found as the most effective factor for smartphones brands in the purchase intensions. Key Words: Brand Loyalty, Smart Phones

Suggested Citation

  • Busra Cecen Saglam & Mehmet Saglam, 2016. "The Effect of Brand Trust and Brand Loyalty on Consumer Purchase Intention: The Study in The Smartphone Market," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 5(5), pages 34-43, Special I.
  • Handle: RePEc:rbs:ijbrss:v:5:y:2016:i:5:p:34-43
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