Abstract:

Brands, which enable the products offered by the businesses to be separated from the products of other businesses, are presented to consumers through advertisements. Consumers who encounter ads in different areas want to wonder and try brands and want to test whether they are as advertised. As a result of the consumer trying a brand and establishing an emotional connection with the brand, all of the reactions (sensory, affective, intellectual, and behavioral) related to the brand reveal the brand experience. Consumers believe and trust the brand they have tried and satisfied with. Brand trust, on the other hand, expresses consumers' positive thoughts and beliefs towards the brand. In this direction, the main purpose of this study is to measure the skepticism, concerns, beliefs and thoughts of consumers about advertising and to analyze the effect of skepticism toward advertising on brand experiences and brand trust of consumers and the effect of brand experiences on brand trust. For this purpose, X brand ready-to-wear users living in Konya were targeted and an online survey method was applied to 415 people selected with convenience sampling method. The data were analyzed using reliability analysis, normality test, factor analysis, correlation and simple regression analysis. As a result of the study, it has been observed that skepticism toward advertising had a positive effect on brand experience and brand trust, and brand experience had a positive effect on brand trust.

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