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BUSINESS & MANAGEMENT STUDIES:
AN INTERNATIONAL JOURNAL
Published: 2020-03-25

MODERATING ROLE OF BRAND IDENTIFICATION ON THE RELATIONSHIP BETWEEN BRAND TRUST AND BRAND LOYALTY

Asisst. Prof. Dr., Çanakkale Onsekiz Mart University
Asisst. Prof. Dr., Çanakkale Onsekiz Mart University
Brand Trust Brand Loyalty Brand Identification PROCESS Macro Model

Abstract

Trust is one of the best ways to develop loyalty since it is the basis of all bilateral relations. Identification is considered as a concept that explains many important consumer behaviors in marketing as it is seen as a psychological field that acts as a key link that underlines the relationship between customer and brand. The aim of the study is to reveal the moderating role of brand identification on the relationship between brand trust and brand loyalty. Sampling method according to clusters was used. A questionnaire was prepared by pointing out the opinions of the participants' mobile phone brands. The survey was applied with the resulting in 396 usable completed questionnaires. In the study, to perform moderatin ganalysis, PROCESS Macro software was installed in SPSS program. According to the result, it is revealed that brand identification has moderating role between brand trust and brand loyalty.

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How to Cite

ŞAYLAN, O., & TOKGÖZ, E. (2020). MODERATING ROLE OF BRAND IDENTIFICATION ON THE RELATIONSHIP BETWEEN BRAND TRUST AND BRAND LOYALTY. Business & Management Studies: An International Journal, 8(1), 144-163. https://doi.org/10.15295/bmij.v8i1.1391