BİLİŞSEL VE DUYGUSAL MARKA GÜVENİNİN SATIN ALMA DAVRANIŞI ÜZERİNDEKİ ETKİSİ: ERZURUM İLİNDE BİR ARAŞTIRMA

Markaya duyulan güven satın alma kararı üzerinde her zaman önemli bir etkiye sahip olmuştur. Bu araştırmada farklı olarak marka güveni bilişsel ve duygusal güven açısından ele alınarak, öncelikle marka güveni üzerinde etkili olan faktörleri belirlemek ve güvenin iki boyutunun tüketicinin çikolatalı krema satın alma davranışı üzerindeki etkisini incelemek 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

THE IMPACT OF COGNITIVE AND AFFECTIVE BRAND TRUST ON THE PURCHASING INTENTION OF THE DETERMINANTS: A RESEARCH IN ERZURUM PROVINCE

The trust towards the brand has always been critical importance.In this study, apart from others, it was aimed to determine the factors affectingon emotional and cognitive brand trust and to determine the effect of twodimensions of trust on chocolate cream purchasing behavior. The study wascarried out with a face-to-face survey with 250 participants in Erzurum provincecenter. As a result of the analyzes, it is seen that different variables are effectivein cognitive and emotional brand trust in both brands, emotional brand trust hasbeen found to be effective in purchasing behavior.

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