Brand Image and Brand Trust's Effect on Brand Loyalty: A Study in the Hospitality Industry
Yıl: 2020 Cilt: 8 Sayı: 4 Sayfa Aralığı: 2478 - 2490 Metin Dili: İngilizce DOI: 10.21325/jotags.2020.722 İndeks Tarihi: 13-05-2021
Brand Image and Brand Trust's Effect on Brand Loyalty: A Study in the Hospitality Industry
Öz: A customer with brand loyalty trusts his/her brand and always prefers the same brand. In addition, these customers recommend their brand to people around them and resist negative information about their brand. In this context, creating brand loyalty in customers enables companies to gain a sustainable competitive advantage. Due to the importance of brand loyalty, the effect of brand image and brand trust on brand loyalty, which is considered to be the premises of brand loyalty, was examined. In line with the aims of the research, a questionnaire was applied to the local customers of 4 and 5 star hotels in Aydın /Kuşadası and 398 participants were reached in the face-to-face questionnaire. Research data were analyzed with the help of SPSS-24 and Amos 18 programs. Analysis results show that brand image and brand trust have a significant and positive effect on brand loyalty. The research is considered to raise awareness for hotel managers while expanding the literature on the service sector.
Anahtar Kelime: Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
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| APA | ÇELIKKOL S (2020). Brand Image and Brand Trust's Effect on Brand Loyalty: A Study in the Hospitality Industry. , 2478 - 2490. 10.21325/jotags.2020.722 |
| Chicago | ÇELIKKOL SIMAL Brand Image and Brand Trust's Effect on Brand Loyalty: A Study in the Hospitality Industry. (2020): 2478 - 2490. 10.21325/jotags.2020.722 |
| MLA | ÇELIKKOL SIMAL Brand Image and Brand Trust's Effect on Brand Loyalty: A Study in the Hospitality Industry. , 2020, ss.2478 - 2490. 10.21325/jotags.2020.722 |
| AMA | ÇELIKKOL S Brand Image and Brand Trust's Effect on Brand Loyalty: A Study in the Hospitality Industry. . 2020; 2478 - 2490. 10.21325/jotags.2020.722 |
| Vancouver | ÇELIKKOL S Brand Image and Brand Trust's Effect on Brand Loyalty: A Study in the Hospitality Industry. . 2020; 2478 - 2490. 10.21325/jotags.2020.722 |
| IEEE | ÇELIKKOL S "Brand Image and Brand Trust's Effect on Brand Loyalty: A Study in the Hospitality Industry." , ss.2478 - 2490, 2020. 10.21325/jotags.2020.722 |
| ISNAD | ÇELIKKOL, SIMAL. "Brand Image and Brand Trust's Effect on Brand Loyalty: A Study in the Hospitality Industry". (2020), 2478-2490. https://doi.org/10.21325/jotags.2020.722 |
| APA | ÇELIKKOL S (2020). Brand Image and Brand Trust's Effect on Brand Loyalty: A Study in the Hospitality Industry. Journal of Tourism and Gastronomy Studies, 8(4), 2478 - 2490. 10.21325/jotags.2020.722 |
| Chicago | ÇELIKKOL SIMAL Brand Image and Brand Trust's Effect on Brand Loyalty: A Study in the Hospitality Industry. Journal of Tourism and Gastronomy Studies 8, no.4 (2020): 2478 - 2490. 10.21325/jotags.2020.722 |
| MLA | ÇELIKKOL SIMAL Brand Image and Brand Trust's Effect on Brand Loyalty: A Study in the Hospitality Industry. Journal of Tourism and Gastronomy Studies, vol.8, no.4, 2020, ss.2478 - 2490. 10.21325/jotags.2020.722 |
| AMA | ÇELIKKOL S Brand Image and Brand Trust's Effect on Brand Loyalty: A Study in the Hospitality Industry. Journal of Tourism and Gastronomy Studies. 2020; 8(4): 2478 - 2490. 10.21325/jotags.2020.722 |
| Vancouver | ÇELIKKOL S Brand Image and Brand Trust's Effect on Brand Loyalty: A Study in the Hospitality Industry. Journal of Tourism and Gastronomy Studies. 2020; 8(4): 2478 - 2490. 10.21325/jotags.2020.722 |
| IEEE | ÇELIKKOL S "Brand Image and Brand Trust's Effect on Brand Loyalty: A Study in the Hospitality Industry." Journal of Tourism and Gastronomy Studies, 8, ss.2478 - 2490, 2020. 10.21325/jotags.2020.722 |
| ISNAD | ÇELIKKOL, SIMAL. "Brand Image and Brand Trust's Effect on Brand Loyalty: A Study in the Hospitality Industry". Journal of Tourism and Gastronomy Studies 8/4 (2020), 2478-2490. https://doi.org/10.21325/jotags.2020.722 |
