The Mediating Role of Brand Loyalty in the Effect of Brand Authenticity on Purchase Intention: An Application on X Brand Food Consumers

Ebru Onurlubaş, Remzi Altunışık

Abstract


This study aims to determine the mediating role of brand loyalty in the effect of brand authenticity on purchasing intention. In this context, 384 face-to-face questionnaires were applied to X brand food consumers who are over the age of 18 in Istanbul Province with a convenience sampling method. SPSS 23 and AMOS 20 programs were used in the analysis of the data. The data were analysed by using Cronbach Alpha Coefficient method, Normality test, Explanatory Factor Analysis, Confirmatory Factor Analysis, Structural Equation Model and Sobel test. As a result of the research, it was determined that brand loyalty partially mediated the effect of brand authenticity on purchasing intention. Also, it has been determined that reliability, originality and naturalness, which are among the dimensions of brand authenticity, have a significant effect on brand loyalty and brand loyalty, originality and naturalness have a significant effect on purchase intention.

Keywords


Brand authenticity; Brand loyalty; Purchasing intention; Consumer; Brand

Full Text:

PDF (Türkçe)


DOI: https://doi.org/10.24925/turjaf.v9i3.549-558.4034

 Creative Commons License
This work is licensed under Creative Commons Attribution 4.0 International License

ISSN: 2148-127X

Turkish JAF Sci.Tech.

Turkish Journal of Agriculture - Food Science and Technology (TURJAF) is indexed by the following national and international scientific indexing services: