Mağaza Markalı Ürünleri Satın Alma Niyetinin Marka İsmine Verilen Önem, Algılanan Marka Benzerliği Ve Algılanan Kalite Çerçevesinde İncelenmesi

Abstract

The aim of the study is to examine the direct impact of perceived quality, brand dependece and perceived brand parity on the store brands’ purchase intention; and to investigate the mediation role of perceived quality in the effect of brand dependence and perceived brand parity on store brands’ purchase intention. The hypotheses of the study are tested with the data obtained from 405 participants living in Ankara. Hypotheses are tested with the AMOS 26 path analysis. According to the results of the analysis, perceived quality of the store brands and perceived brand parity has a positive effect on the store brands’ purchase intention. Brand dependence has a negative effect on the store brands’ purchase intention. The store brands’ perceived quality has a mediating role in the effect of brand dependence and perceived brand parity on the store brands’ purchase intention.