Doğuş Üniversitesi Dergisi

Doğuş Üniversitesi Dergisi

The Role of Brand Trust on Parents’ Purchase Intentions of Baby-Care Products

Yazarlar: Gülnil AYDIN, Aybeniz Akdeniz AR, Çağatan TAŞKIN

Cilt 15 , Sayı 2 , 2014 , Sayfalar -

Konular:-

Anahtar Kelimeler:Brand Trust,Brand Purchasing Intention,Care Products for Babies and Children

Özet: The aim of this study is to investigate the role of brand trust in the consumer-brand relationship for both global and national brands. The model developed for this goal is applied to two rival brands in the baby care products market in Turkey, one of which is global and the other is national. To test the research model, a structural equation modeling approach is followed. The study reveals that the effect of the brand trust on repurchasing intention is greater than its effect on relational commitment, and that this effect is observed particularly in the case of national brands.

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@article{2014, title={The Role of Brand Trust on Parents’ Purchase Intentions of Baby-Care Products}, volume={15}, publisher={Doğuş Üniversitesi Dergisi}, author={Gülnil AYDIN, Aybeniz Akdeniz AR, Çağatan TAŞKIN}, year={2014} }
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Gülnil AYDIN, Aybeniz Akdeniz AR, Çağatan TAŞKIN. (2014). The Role of Brand Trust on Parents’ Purchase Intentions of Baby-Care Products (Vol. 15). Vol. 15. Doğuş Üniversitesi Dergisi.
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Gülnil AYDIN, Aybeniz Akdeniz AR, Çağatan TAŞKIN. The Role of Brand Trust on Parents’ Purchase Intentions of Baby-Care Products. no., Doğuş Üniversitesi Dergisi, 2014.
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