Factors Affecting Brand Loyalty in Turkish Participation Banking Sector

Bilge Baykal and Sukru Cinar

Journal of BRSA Banking and Financial Markets, 2023, vol. 17, issue 1, 65-105

Abstract: The aim of this research is determined as investigating the effects of brand associations, brand awareness and perceived quality dimensions on brand loyalty of customers in the Turkish participation banking sector. By this respect, firstly, a compherensive literature review was conducted on four main dimensions of brand value, secondly on the sectorial position of participation banking. Afterwards, a conceptual research model was developed and hypotheses of the proposed model were tested on survey data collected from the Turkish participation banking customers in SPSS program. The analyses’ results revealed that brand awareness, associations and perceived quality dimensions positively affect customers’ brand loyalty while comparisons were made between private and public participation banks. The conclusion of research is expected to contribute to the participation banking managers and brand management academicians on various aspects.

Keywords: Brand Loyalty; Brand Value; Participation Banking. (search for similar items in EconPapers)
JEL-codes: G21 M31 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:bdd:journl:v:17:y:2023:i:1:p:65-105

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