The Effect of Brand Trust and Brand Loyalty on Consumer Purchase Intention: The Study in The Smartphone Market

Busra Cecen Saglam and Mehmet Saglam
Additional contact information
Busra Cecen Saglam: Sosyal Bilimler Enstitusu, Istanbul Ticaret Universitesi, Isletme Yuksek Lisans
Mehmet Saglam: Isletme Fakultesi, Istanbul Ticaret Universitesi, Ingilizce Isletme Bolumu Arastirma Gor.

International Journal of Research in Business and Social Science (2147-4478), 2016, vol. 5, issue 5, 34-43

Abstract: This research aims to analyze the effect of brand trust and brand loyalty to consumer purchase intentions in the Smartphone market. All the residents of İstanbul who use mobile phones are the population of the research. Due to the fact that it is very hard to reach all the population, simple sampling method has been used for data collection and 185 participants have been reached. Structural Equation Model has been used to explain the relationship among brand trust, brand loyalty and purchase intentions. SPSS for Windows 17.0 program and AMOS 20 program are used to analyze the data. Results show that both brand trust and brand loyalty have a positive effect on consumer’s purchase intentions. Also it had been determined that brand trust has a positive effect on brand loyalty. Moreover, brand trust has been found as the most effective factor for smartphones brands in the purchase intensions. Key Words: Brand Loyalty, Smart Phones

Date: 2016
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.ssbfnet.com/ojs/index.php/ijrbs/article/view/98/100 (application/pdf)
http://www.ssbfnet.com/ojs/index.php/ijrbs/article/view/98 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:rbs:ijbrss:v:5:y:2016:i:5:p:34-43

Access Statistics for this article

International Journal of Research in Business and Social Science (2147-4478) is currently edited by Prof.Dr.Umit Hacioglu

More articles in International Journal of Research in Business and Social Science (2147-4478) from Center for the Strategic Studies in Business and Finance Editorial Office,Baris Mah. Enver Adakan Cd. No: 5/8, Beylikduzu, Istanbul, Turkey. Contact information at EDIRC.
Bibliographic data for series maintained by Umit Hacioglu ().