Abstract:

Purpose - The purpose of the research is to determine whether brand authenticity has an effect on the intention of re-buy. Method - A data collection tool consisting of three main dimensions has been developed to determine the impact of the brand authenticity they perceive on the intention of re-buy. In the first part of this data collection tool, besides the demographic variables, there are three already selectively asked questions. The second section contains 20 items and four dimensions (continuity, originality, reliability/naturality and general brand authenticity) identified brand authenticity questions. The third section contains questions about the intention of re-buy consisting of six items and one size. The research was conducted in advance by a frequency analysis. Later, the importance of the dimensions and substances related to the scales used in the research was determined. Correlation and regression analyses have been carried out. Results - According to the correlation analysis results, a positive and high-level relationship between brand authenticity and the intention of re-buy has been found. (r=0,68) The regression analysis was conducted to determine the level in which the brand authenticity detected after the correlation analysis affects the intention of re-buy. The multi-regression model established for the torque brand has been shown to be generally meaningful. However, the continuity variable perceived from the independent variables in the model has not been determined to have a meaningful effect. Debate - In order to form the intention to re-buy products of the Torku brand, it is necessary to increase the reasons for the brand’s preference first. First of all, it is necessary to increase the value of the Torku brand in the national market. Because it is important that a brand is as visible as competing companies in retail stores.