The Effect of Brand Trust and Brand Loyalty on Consumer Purchase Intention: The Study in The Smartphone Market

  • Busra Cecen Saglam
  • Mehmet Saglam
Keywords: Brand Loyalty, Smart Phones

Abstract

This research aims to analyze the effect of brand trust and brand loyalty to consumer purchase intentions in the Smartphone market. All the residents of İstanbul who use mobile phones are the population of the research.  Due to the fact that it is very hard to reach all the population, simple sampling method has been used for data collection and 185 participants have been reached. Structural Equation Model has been used to explain the relationship among brand trust, brand loyalty and purchase intentions. SPSS for Windows 17.0 program and AMOS 20 program are used to analyze the data. Results show that both brand trust and brand loyalty have a positive effect on consumer’s purchase intentions. Also it had been determined that brand trust has a positive effect on brand loyalty. Moreover, brand trust has been found as the most effective factor for smartphones brands in the purchase intensions.

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Published
2016-10-20
How to Cite
Cecen Saglam, B., & Saglam, M. (2016). The Effect of Brand Trust and Brand Loyalty on Consumer Purchase Intention: The Study in The Smartphone Market. International Journal of Research in Business and Social Science (2147-4478), 5(5), 34-43. https://doi.org/10.20525/ijrbs.v5i5.590
Section
Articles