The Factors Affecting on Brand Loyalt in Personal Care Products: A Study in Gi̇resun

Abstract

Creating brand loyalty is one of the important strategies using companies to cope with competition. The competition increases in personal care products market that becomes a growing sector in our country and world. The companies in this market can achieve to keep their customers creating brand loyalty. But a lot of factors effect on brand loyalty. Determining these factors is important to effect brand loyalty. Thus it is investigated the factors related brand loyalty in personal care products market in this study. Brand image, brand trust, perceived quality, brand competence and customer satisfaction were examined as determinants of brand loyalty. According to results brand image and trust affect perceived quality. Perceived quality affects satisfaction. And customer satisfaction affects positively brand loyalty.