Marka Krizi Çerçevesinde Çevre Bilinci, Marka Güveni, Marka Duygusu, Olumsuz Bilgiye Karşı Direnç ve Tekrar Satın Alma Niyetinin İncelenmesi

Abstract

The purpose of this study is to explore the relationships between environmental consciousness, brand trust, and brand affect with repurchase intention and resistance to negative information in the context of brand crisis. For this purpose, the data which were collected via face to face and online survey methods from the current users of automobiles of a brand that faced a crisis situation. Partial Least Squares Structural Equation Model (PLS-SEM) was conducted to test the hypotheses. Results reveal that, in the context of brand crisis, brand trust and brand affect have positive relationships with repurchase intention. However, the relationship between environmental consciousness and repurchase intention is not significant. While brand trust has a positive relationship with resistance to negative information, brand affect does not have a significant relationship with resistance to negative information. In addition, environmental consciousness has a moderating role on brand trust and resistance to negative information relationship.