A RESEARCH ON RELATIONSHIP BETWEEN BRAND IMAGE PERCEIVING AND CUSTOMER LOYALTY LEVELS IN MARKETING MANAGEMENT

Abstract

Author(s): Haldun TURAN

In marketing management, brand image and customer loyalty are leading important concepts. In general definition, brand image is image in customers’ minds about a product or a service, and different from brand identity, it is based on physical or visual components. Although there have been researches on relation between brand image perceiving and customer loyalty, there have been still a need for these researches at marketing management. For this reason, it is aimed in this research to examine relationship between brand image perceiving and customer loyalty levels in the perspective of marketing management. In the research, total 432 university students from Bosnia Herzegovina Travnic University at 2016-2017 academic year at different departments and using a definite sport brand product were subjected to survey, and relationship between their brand image perceiving and brand loyalty were examined. According to results of the study, brand image perceiving levels showed statistically significant difference based on gender among demographic properties (p<0,05), whereas there were not statistically significant differences based on age, class and family types (p>0,05). Emotional brand loyalty showed statistically significant differences between age and class parameters (p<0,05), whereas the differences were not statistically significant based on gender and family types (p>0,05). Correlation analysis results showed that there was not a statistically significant correlation between brand image perceiving and emotional brand loyalty (p>0,05).

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