THE EFFECT OF BRAND SATISFACTION, TRUST AND BRAND COMMITMENT ON LOYALTY AND REPURCHASE INTENTIONS

Author (s) : Dr.A.Kanimozhi, S.Mayuri, C.Poongodi

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Abstract :
In this research, the effect of the variables including brand value, brand equity, brand quality, brand satisfaction, brand trust and brand commitment on brand loyalty and repurchase intentions was investigated. The perceived equity, value and quality were determined to be input variables; brand satisfaction, trust, affective commitment and continuance commitment were determined to be intervening variables; repurchase intentions and loyalty were determined to be output variables. A survey was conducted to undergraduate and graduate students of Ataturk University. According to the results of the research, it was determined that brand equity, value and quality had no effect on brand satisfaction, but had an effect on trust. It was determined that brand satisfaction had an effect only on affective commitment, and trust had an effect both on affective commitment and continuance commitment. Additionally, the effect of affective commitment on repurchase intention and loyalty was seen, but the effect of continuance commitment on repurchase intention and loyalty was not seen.

Keywords : brand value, brand equity, brand quality, brand satisfaction, brand trust.

Conference Date : 13/11/2020

Pages : 390

Paper ID : 20390