Marka Deneyimi Algılanan Risk ve Satın Alma Niyeti Üzerine Bir Uygulama

Abstract

The purpose of this study applied in the banking industry is to analyse the correlation between brand experience, perceived risk and purchase intention. Within the scope of the study, besides the effect of brand experience on purchasing intention; a model has been developed to determine the moderator role of perceived risk in the effect of brand experience on purchase intention. As a result of multiple regression analyzes, brand experience has a positive effect on purchase intention. In addition, it is found that perceived risk dimensions have a moderator effect on the effect of brand experience on purchase intention.