Building Brand Trust Through Brand Image: Brand Loyalty Matters

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Sosyal Mucit Academic Review
Cilt: 6 Sayı: 4
Building Brand Trust Through Brand Image: Brand Loyalty Matters

Building Brand Trust Through Brand Image: Brand Loyalty Matters

Pages : 545-571

View : 116 | Download : 860

Publication Date : 2025-12-27

Article Type : Research Paper

Abstract :This paper examines whether the relationship between brand image, which consists of functional brand image and affective brand image, and brand trust is contingent on brand loyalty. To this end, we conducted two studies based on the survey data collected from 411 Turkish consumers (Study 1) and 225 Turkish consumers (Study 2). The results demonstrate that both functional brand image and affective brand image positively affect brand trust. Furthermore, the relationship between functional brand image and brand trust is greater among participants with low brand loyalty than among participants with high brand loyalty. In contrast, the relationship between affective brand image and brand trust is greater among participants with high brand loyalty than among participants with low brand loyalty. These results indicate that brand loyalty moderates the relationship between brand image and brand trust. Implications are discussed; also further research suggestions are provided.
Keywords : marka güveni, marka imajı, marka sadakati, duygusal marka imajı, işlevsel marka imajı

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