The Effects of Brand Communication and Service Quality In Building Brand Loyalty Through Brand Trust; The Empirical Research On Global Brands


Zehir C. , Sahin A., Kitapci H., Ozsahin M.

7th International Strategic Management Conference, Paris, Fransa, 30 Haziran - 02 Temmuz 2011, cilt.24

Özet

Brands are important in the consumer markets. They are the interface between consumers and the company, and consumers may develop trust and loyalty to brands. The aim of this study is to investigate the effects of brand communication and service quality in building brand loyalty through brand trust. The present study explores the relationship among brand communication and service quality in a relational context with an emphasis on understanding of the linking role of brand trust and loyalty. Overall consideration, automotive industry was selected as the relational exchange context for this research. Data were collected through random questionnaires from the randomly selected 258 consumers. The study was based on the development and administration of a self-administered survey and conducted in Turkey. The findings indicate that perceptions of brand communications and service/product quality can be viewed a antecedents to brand trust, in turn affects brand loyalty. (C) 2011 Published by Elsevier Ltd. Selection and/or peer-review under responsibility 7th International Strategic Management Conference