Özet:

The aim of this study is to investigate the effects of brand image, brand trust, brand effect and brand awareness as the components of brand equity on brand loyalty. In line with this aim, the study was carried out with the data collected in Eskisehir region via surveying using the convenience sampling method. The findings of the study indicate that brand awareness, brand image and brand trust have meaningful positive effects on brand loyalty, while brand effect has no statistically significant effect on brand loyalty. The brand equity components with the most significant effect on brand loyalty are arranged as brand trust (rpart=0.314), brand awareness (rpart=0.202) and brand image (rpart=0.199) from the strongest to weakest relative effect on brand loyalty (components with significant effect only). Furthermore, the partial correlation coefficients were utilized for the comparison of relative effect magnitudes

Anahtar Kelimeler: