Business & Management Studies: An International Journal

Yazarlar: Deniz ZEREN, Ayça KALKAN

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Özet: Brand heritage is a concept that includes long-lasting brands that have fundamental values and are known, have symbols, which give importance to past performance and history. The aim of this study is to investigate the effect of brand heritage on purchase intention, brand image, brand loyalty, brand trust, and customer satisfaction through conceptual model. In the descriptive quantitative research developed for testing scales and models, data were collected from 820 consumers on a voluntary basis with pre-structured questionnaire forms. The findings obtained from regression analysis showed that brand heritage has positive and statistically significant effect on consumers’ intention to purchase for that brand. This finding can be considered as an important contribution since the indirect effect has been identified in the literature. In addition, brand heritage has a positive and statistical effect on brand image, brand loyalty, brand trust, and customer satisfaction. Findings discussed focusing on theory, consumers and businesses.  

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