The Effect of Brand Image and Brand Benefit on Customer Loyalty: The Case of Turkey
Journal Title: International Journal of Academic Research in Business and Social Sciences - Year 2018, Vol 8, Issue 5
Abstract
Purpose - This study aims to investigate the effect of brand image and brand benefit on customer loyalty. Design/methodology/approach - Primary data collection method was used in the study. The survey method was used as the primary data collection. The questionnaire was easily applied to 286 consumer groups living in Bingöl through sampling to obtain the necessary data. The results were tested by correlation and regression analysis. Findings - As a result of the tests, only the brand image seems to have an effect on customer loyalty (H1 hypothesis was supported). "Brand benefit, customer loyalty" and "brand image, brand benefit" did not affect (H2 and H3 hypotheses were not supported). Research limitations/implications - It was thought that it would not be possible to reach the population because the research had limitations in terms of time, cost, accessibility and control difficulties. The study was conducted for the consumer group living in Bingöl. This limitation can be removed by expanding the population. Originality/value - The hypothesis of "H1: Brand image affects customer loyalty in a significant and positive way" hypothesis was supported (P = 0.004) according to the results of correlation and regression analysis in this study which investigated the effect of brand image and brand benefit on customer loyalty. The other hypotheses were not supported (H2: P = 0,338; H3: P = 0.077): "H2: Brand benefit affects customer loyalty in a significant and positive way" and "H3: There is a significant and positive relationship between brand image and brand benefit."
Authors and Affiliations
Yakup Durmaz, Sinan Cavusoglu, Ozlem Ozer
Keywords
Related Articles
- EP ID EP562706
- DOI 10.6007/IJARBSS/v8-i5/4140
- Views 87
- Downloads 0
Techniques of Practicing Muraqaba by Sufis in Malay Archipelago
Muraqaba is one of the meditation’s methods in Sufism that is practiced by those who wish to attain ma`rifa Allah (God’s gnosis). This article aims to identify some similarities and differences in the techniques of pract...
Experiments and Simulations in the Universitary Forensic Laboratory
During the time, I initiated a series of tests – from lab applications to experiments and simulations. The way of assimilating the delivered knowledge makes the students reproduce the analysis procedures specific to vari...
Necessity of Islamic Management in the Application of Disaster’s Administering: A Preliminary Overview
This paper is discussing and reviewing the necessity of Islamic management in the application of disaster’s administering. Management system applied onto Muslim is supposedly been handled by Islamic management, especiall...
Myanmar’s Religious Crises: Proposed Solution through the Concept of Muhibbah
This article revisits the concept of muhibbah applied in Malaysia that constitutionally acknowledge religious freedom; freedom to profess, freedom to practice and freedom to publicize the religion. Besides, in this oppor...
Towards Banking Jurisprudence: Understanding Islamic Banking Products in Malaysia
Since product of Islamic banking is among the factors that are able to create customers’ satisfaction to the system, it is extremely important to bring understanding to the customers on the products. Good understanding t...