EXPLORING THE RELATIONSHIPS AMONG THE ANTECEDENTS OF BRAND LOYALTY: A RESEARCH ON AN APPAREL BRAND

Çağatan Taşkın [1] , Gül Gökay Emel [2] , Ahmet Akif Karadamar [3] , Nagihan Memiş [4]

293 201

There is a severe competition in apparel industry both in the world and Turkey. With the consumers’ increasing needs, wants and the change of their needs from functional to symbolic benefits, clothing style has become an important way of expressing personal identity. Thus, companies which are operating in the apparel industry are being forced to imply efficient marketing strategies and to increase the loyalty of their customers for their brands. Brand loyalty generates numerous benefits like erecting barriers to competitors, generating greater sales and revenues, reducing customer acquisition costs, and inhibiting customers' susceptibility to marketing efforts of competitors. Because of these reasons, it has been used by companies as a strategic tool to obtain sustainable competitive advantages in markets. It is also argued in the extant literature that a critical issue for the continued success of a firm is its capability to retain its current customers and make them loyal to its brands. Understanding how those factors affect brand loyalty will help companies in gaining competitive advantages.

The aim of this study is to explore the relationships among the antecedents of brand loyalty on an apparel brand that is very popular among university students. Brand communication, brand image, brand trust are taken as the antecedents of brand loyalty in the research model. Main sample of the research consists of university students in Bursa. Hypotheses are tested with the help of structural equation modelling. This study is expected to make academic and practical contributions to the existing branding literature and the companies in apparel industry, Turkey in particular.

Keywords: Brand Loyalty, Apparel Brand, Brand Communication, Brand Image, Brand Trust, Structural Equation Modelling, Bursa.

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Yazar: Çağatan Taşkın
E-posta: ctaskin@uludag.edu.tr

Yazar: Gül Gökay Emel
E-posta: ggokay@uludag.edu.tr

Yazar: Ahmet Akif Karadamar
E-posta: aakaradamar@uludag.edu.tr

Yazar: Nagihan Memiş
E-posta: nagihanmemis@uludag.edu.tr

Bibtex @ { ijasos265674, journal = {International E-Journal of Advances in Social Sciences}, issn = {}, address = {OCERINT International Organization Center of Academic Research}, year = {}, volume = {2}, pages = {305 - 314}, doi = {10.18769/ijasos.68518}, title = {EXPLORING THE RELATIONSHIPS AMONG THE ANTECEDENTS OF BRAND LOYALTY: A RESEARCH ON AN APPAREL BRAND}, key = {cite}, author = {Taşkın, Çağatan and Memiş, Nagihan and Emel, Gül Gökay and Karadamar, Ahmet Akif} }
APA Taşkın, Ç , Emel, G , Karadamar, A , Memiş, N . (). EXPLORING THE RELATIONSHIPS AMONG THE ANTECEDENTS OF BRAND LOYALTY: A RESEARCH ON AN APPAREL BRAND. International E-Journal of Advances in Social Sciences, 2 (5), 305-314. Retrieved from http://ijasos.ocerintjournals.org/issue/24465/265674
MLA Taşkın, Ç , Emel, G , Karadamar, A , Memiş, N . "EXPLORING THE RELATIONSHIPS AMONG THE ANTECEDENTS OF BRAND LOYALTY: A RESEARCH ON AN APPAREL BRAND". International E-Journal of Advances in Social Sciences 2 (): 305-314 <http://ijasos.ocerintjournals.org/issue/24465/265674>
Chicago Taşkın, Ç , Emel, G , Karadamar, A , Memiş, N . "EXPLORING THE RELATIONSHIPS AMONG THE ANTECEDENTS OF BRAND LOYALTY: A RESEARCH ON AN APPAREL BRAND". International E-Journal of Advances in Social Sciences 2 (): 305-314
RIS TY - JOUR T1 - EXPLORING THE RELATIONSHIPS AMONG THE ANTECEDENTS OF BRAND LOYALTY: A RESEARCH ON AN APPAREL BRAND AU - Çağatan Taşkın , Gül Gökay Emel , Ahmet Akif Karadamar , Nagihan Memiş Y1 - 2018 PY - 2018 N1 - DO - T2 - International E-Journal of Advances in Social Sciences JF - Journal JO - JOR SP - 305 EP - 314 VL - 2 IS - 5 SN - -2411-183X M3 - UR - Y2 - 2018 ER -
EndNote %0 International E-Journal of Advances in Social Sciences EXPLORING THE RELATIONSHIPS AMONG THE ANTECEDENTS OF BRAND LOYALTY: A RESEARCH ON AN APPAREL BRAND %A Çağatan Taşkın , Gül Gökay Emel , Ahmet Akif Karadamar , Nagihan Memiş %T EXPLORING THE RELATIONSHIPS AMONG THE ANTECEDENTS OF BRAND LOYALTY: A RESEARCH ON AN APPAREL BRAND %D 2018 %J International E-Journal of Advances in Social Sciences %P -2411-183X %V 2 %N 5 %R %U