Tüketicilerin Marka İmajı ve Marka Sadakati Algılarını Etkileyen Faktörler: Çay Tüketicileri Üzerine Bir Uygulama

Abstract

The purpose of this research; to identify the effects of product, price and promotion on perceived quality, brand awareness, brand image and brand associations in sector of tea. In addition, it is to determine the effects of perceived quality, brand awareness, brand image and brand associations on brand loyalty. 437 questionnaires, which can be used by easy sampling, were collected from tea consumers aged 18 and over in the central district of Rize. Factor analysis was used for the validity of the data, and multiple linear regression analysis was used to test the hypotheses. As a result of the analysis; It has been determined that product, price and promotion affect the brand image. It has been concluded that perceived quality, brand awareness, brand associations and brand image also have an impact on brand loyalty. At the same time, it has been determined the most product/the least price effect on the brand image and that have an impact on brand loyalty the most brand image/the least perceived quality.