Özet:

The purpose of this study was to investigate the role of brand prestige and credibility in forming brand decisions and purchase intentions. Based on the existing literature, it was hypothesized that brand prestige and credibility are related to perceived quality, customer satisfaction and purchase intentions. Based on the theoretical relationships between the conceptual constructs, a model was proposed and then tested utilizing data collected from a consumer sample. The data were analyzed using SPSS by applying regression analysis regarding to research hypotheses. The critical managerial implications of the findings are then discussed. According to the finding of this study, brand prestige and brand credibility have a positive and significant relationship with purchase intention of consumers.

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