Bilişsel ve Duygusal Marka Güveninin Satın Alma Davranışı Üzerindeki Etkisi: Erzurum İlinde Bir Araştırma

Öz Bu araştırmada bilişsel ve duygusal marka güveni üzerinde etkili olan faktörleri belirlemek ve güvenin iki boyutunun tüketicinin çikolatalı krema satın alma davranışı üzerindeki etkisini belirlenmek amaçlanmıştır. Çalışma, Erzurum ili merkez ilçede 250 kişinin katılımıyla, yüz yüze anket uygulaması yapılarak gerçekleştirilmiştir. Yapılan analizler sonucunda her iki markaya duyulan bilişsel ve duygusal marka güveninde farklı değişkenlerin etkili olduğu, satın alma davranışı üzerinde ise sadece duygusal marka güveninin etkili olduğu görülmüştür.

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