BRAND TRUST AND BRAND AFFECT: THEIR STRATEGIC IMPORTANCE ON BRAND LOYALTY

@inproceedings{Kabadayi2012BRANDTA,
  title={BRAND TRUST AND BRAND AFFECT: THEIR STRATEGIC IMPORTANCE ON BRAND LOYALTY},
  author={Ebru T{\"u}mer Kabadayi and A. Alan},
  year={2012}
}
  • Ebru Tümer Kabadayi, A. Alan
  • Published 2012
  • Business
  • This paper elucidates the relevance of brand trust on consumer behavior and marketing management, particularly in retail management. The purpose of this research is to investigate the effects of factors on consumers’ brand loyalty in service setting. According to purpose, the study empirically tests a model which proposed that brand trust and consumers’ brand affect have influence on consumers’ brand loyalty. The researchers administer a survey to 98 consumers. Using these data, the researchers… CONTINUE READING
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