Marka Sevgisinin Marka Güveni, Olumsuz Bilgiye Karşı Direnç ve Tekrar Satın Alma Niyeti Çerçevesinde İncelenmesi

Abstract

The present study aims to explore the direct effect of brand trust on brand love, direct effects of brand trust and brand love on resistance to negative information and intention to repurchase and brand love s role as a mediator on the effect of brand trust on resistance to negative information and intention to repurchase. For this purpose, hypotheses are tested by means of a questionnaire with 400 respondents. In order to test the fit between data and brand love and brand trust scales, exploratory and confirmatory factor analyses are used. Simple regression, multiple regression and bootstrapping analyses are conducted for the hypotheses testing. Results reveal that brand trust positively affects brand love, resistance to negative information and intention to repurchase. In addition, brand love positively influences resistance to negative information and intention to repurchase.