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文章基本信息

  • 标题:The Role of Brand Trust on Parents’ Purchase Intentions of Baby-Care Products
  • 本地全文:下载
  • 作者:Gülnil AYDIN ; Aybeniz Akdeniz AR ; Çağatan TAŞKIN
  • 期刊名称:Dogus University Journal
  • 印刷版ISSN:1302-6739
  • 电子版ISSN:1308-6979
  • 出版年度:2014
  • 卷号:15
  • 期号:2
  • 页码:165-180
  • 语种:
  • 出版社:Dogus University
  • 摘要: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.
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