Tüketicilerin makarna tüketiminde marka sadakati: Yapısal eşitlik modeli ile bir analiz

Mutlu Bulut; Arzu Seçer

doi:10.24925/turjaf.v14i9.2621-2629.8961

Authors

Mutlu Bulut Niğde Ömer Halisdemir Üniversitesi, Tarım Bilimleri ve Teknolojileri Fakültesi, Hayvansal Üretim ve Teknolojileri Bölümü, 51240, Niğde, Türkiye https://orcid.org/0000-0002-4673-3133
Arzu Seçer Çukurova Üniversitesi, Ziraat Fakültesi, Tarım Ekonomisi Bölümü, 01250, Adana, Türkiye https://orcid.org/0000-0003-1347-4988

DOI:

https://doi.org/10.24925/turjaf.v14i9.2621-2629.8961

Keywords:

Brand Loyalty, Pasta Consumption, Structural Equation Modeling, Perceived Value, Brand Trust

Abstract

The aim of this study is to determine the factors affecting consumers’ brand loyalty in pasta consumption and to analyze the effects of these factors using structural equation modeling (SEM). The data were collected through face-to-face surveys conducted with consumers living in the provinces of Antalya, Adana, and Hatay in the Mediterranean Region of Türkiye. A total of 700 valid questionnaires were included in the analysis, and the relationships between variables were tested using confirmatory factor analysis and structural equation modeling. In the study, brand loyalty was considered as the dependent variable, while perceived value, emotional interaction, brand trust, product involvement, repeat purchase, customer satisfaction, and cultural influence were examined as independent variables. The findings indicate that the variables addressed within the scope of the research hypotheses namely perceived value, emotional interaction, brand trust, product involvement, repeat purchase, customer satisfaction, and cultural influence have positive and significant effects on brand loyalty in pasta consumption. According to the results, brand trust was identified as the most influential factor on brand loyalty, followed by perceived value, product involvement, and cultural influence. In contrast, switching cost was found to have a negative and significant effect on brand loyalty. This result suggests that consumers are more flexible in switching brands in low-risk products such as pasta. Overall, the findings reveal that brand loyalty in pasta consumption has a multidimensional structure and is mainly shaped by trust, perceived value, and cultural factors. The results are expected to provide valuable insights for firms operating in the pasta sector in developing effective marketing strategies.

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