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

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

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 te...

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Main Authors: Gülnil AYDIN, Aybeniz Akdeniz AR, Çağatan TAŞKIN
Format: Article
Language:English
Published: Dogus University 2014-12-01
Series:Doğuş Üniversitesi Dergisi
Online Access:http://journal.dogus.edu.tr/index.php/duj/article/view/780/pdf_114
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spelling doaj-6b71ec02b6774cdaa9f4c1529347f63b2020-11-25T00:02:02ZengDogus UniversityDoğuş Üniversitesi Dergisi1302-67391308-69792014-12-01152165180The Role of Brand Trust on Parents’ Purchase Intentions of Baby-Care ProductsGülnil AYDIN0Aybeniz Akdeniz AR1Çağatan TAŞKIN2Balıkesir Üniversitesi, Bandırma İİBF, İşletme BölümüBalıkesir Üniversitesi, Bandırma MYO, Sosyal Bilimler ProgramıUludağ Üniversitesi, İİBF, İşletme BölümüThe 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. http://journal.dogus.edu.tr/index.php/duj/article/view/780/pdf_114
collection DOAJ
language English
format Article
sources DOAJ
author Gülnil AYDIN
Aybeniz Akdeniz AR
Çağatan TAŞKIN
spellingShingle Gülnil AYDIN
Aybeniz Akdeniz AR
Çağatan TAŞKIN
The Role of Brand Trust on Parents’ Purchase Intentions of Baby-Care Products
Doğuş Üniversitesi Dergisi
author_facet Gülnil AYDIN
Aybeniz Akdeniz AR
Çağatan TAŞKIN
author_sort Gülnil AYDIN
title The Role of Brand Trust on Parents’ Purchase Intentions of Baby-Care Products
title_short The Role of Brand Trust on Parents’ Purchase Intentions of Baby-Care Products
title_full The Role of Brand Trust on Parents’ Purchase Intentions of Baby-Care Products
title_fullStr The Role of Brand Trust on Parents’ Purchase Intentions of Baby-Care Products
title_full_unstemmed The Role of Brand Trust on Parents’ Purchase Intentions of Baby-Care Products
title_sort role of brand trust on parents’ purchase intentions of baby-care products
publisher Dogus University
series Doğuş Üniversitesi Dergisi
issn 1302-6739
1308-6979
publishDate 2014-12-01
description 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.
url http://journal.dogus.edu.tr/index.php/duj/article/view/780/pdf_114
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AT aybenizakdenizar roleofbrandtrustonparentspurchaseintentionsofbabycareproducts
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