The effect of corporate social responsibility perception on brand image, brand trust and brand loyalty
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Tarih
2022
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Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
This research aims to examine the effect of mobile phone users’ perception of corporate social responsibility (CSR) on brand loyalty (BL) through brand image (BI) and brand trust (BT). The questionnaire prepared to determine this effect was applied to Trakya University Havsa Vocational College students. The data obtained from 217 questionnaires were analyzed with the AMOS Structural Equation Test by using SPSS 23 and AMOS 23 package program, and the findings were interpreted. As a result, while respect for the consumer and respect for the employee of the dimensions of the perception of CSR has a positive effect on the BI, they also positively affect BT through the BI. Therefore, BI has a direct positive effect on BT, BT has a direct positive effect on BL, and BI affects BL through BT.
Açıklama
Anahtar Kelimeler
Kaynak
Trakya Üniversitesi İktisadi ve İdari Bilimler Fakültesi e-Dergi
WoS Q Değeri
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Cilt
11
Sayı
1
