Year: 2010
Type: article
Study design: Observational Study
Abstract: The aim of this paper is to determine whether there is a relation between self confidence and brand loyalty or not. For this purpose the data collected from 458 consumers whom were interviewed was analyzed by using chi-square and nominal logistic regression statistical techniques. Although, the results indicate that there is a relation between low self confidence and hidden brand loyalty which is not transformed in to buying behavior with connection cloths and white goods; there is not any relation between high self confidence and brand loyalty with connection all product groups which includes cleaning materials, foodstuffs, cloths and white goods
Source: DergiPark (Istanbul University)
Author: Murat AKYILDIZ
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W1579013635