Abstract:

The study aims to identify the impact of brand confidence and brand image on customer brand satisfaction in young mobile phone users, and the impact of customer brand satisfaction on brand commitment, brand loyalty and purchasing intention. Furthermore, the research also aimed at identifying the role of the customer brand satisfaction in the influence of brand confidence on brand commitment and in the influence of the brand image on the intention to purchase. The surveys prepared in accordance with the purposes of the study, in Istanbul, the 20-30-year-old group, selected by the easy sample method, was applied to adults, face-to-face survey method. The study found that young mobile phone users believed they were even more expensive, thought they satisfied their needs, and preferred mobile phone brands, which are the brand image. The analyses have confirmed that brand confidence and brand image are the priority of customer brand satisfaction. In addition to these findings, it positively affects the customer’s brand satisfaction, brand commitment, brand loyalty, and the intention to purchase. As a result of the study, it was determined that should focus on the functional or physical benefits of their products/services, as well as on the abstract benefits, and that the brand perception in customers should be important for both sales and revenues of the company and its position in the market.

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