Özet:

The aim of the research is to determine the brand authenticity, which is a factor that will ensure survival in today's financial crises; determining the effect on the brand image and brand preference, and also revealing whether the brand trust has an intermediary effect on the brand image and brand preference. For this purpose, the relationship between brand image and brand preference with virtue, connection, reality, aesthetics, control and originality, which are sub-dimensions of brand authenticity, was investigated, and the mediating effect of brand trust on brand image and brand preference was examined in the light of the model. In the pilot study conducted; It was determined that the total variance explanation ratios of brand authenticity, brand image, brand preference and brand trust scales and the sampling adequacy value of Kaiser-Meyer-Olkin (KMO) tests were sufficient for factor analysis.The working group of the research is the end consumer who uses and buys (816) white goods. The collected data were analyzed with SPSS and AMOS programs. According to the analysis results, brand originality; It has been determined that it has a significant positive effect on brand image and brand preference. According to the analysis, it was concluded that brand trust has an intermediary effect and the mediation effect was confirmed by the Sobel test.

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