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THE EFFECT OF PREDICTORS OF BRAND LOYALTY ON BRAND RELATIONSHIP

Abstract

Author(s): Polat CAN, Kübra TEL?NGÜN

Brands have an important place in the choice of product or product groups and they are preferred thanks to the impression they leave on the consumer. There are many factors that affect the choice of a brand. However, ensuring the continuity of these choices and building customer loyalty on brand is so important. In this context, the purpose of this study is to determine whether the brand evaluation, brand trust and brand satisfaction have an effect upon brand relationship and this relationship has an effect upon brand loyalty. For this purpose a research conducted on female students at both public and private universities in ?zmir city. The reason why this research conducted on female students is, attempting to identify the brand loyalty in lipstick product group. According to the results, it has been found that brand evaluation, brand trust and brand satisfaction affect brand relationship and this affects brand loyalty.

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Citations : 27

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