Author/Authors
DEMİR, Mehmet Özer Akdeniz Üniversitesi - Elmalı Meslek Yüksekokulu, Turkey
Title Of Article
The Effects of Perceived Risk on Brand Loyalty: A Study on Mobile Phones
شماره ركورد
44274
Abstract
Recently, brand loyalty gains a lot of interest among the researchers, some focus whether or not consumers are showing loyal behaviour, meanwhile some other researchers study formation of brand loyalty. Relationship between brand loyalty and trust, commitment, image etc. is investigated in order to understand the brand loyalty concept. The current paper focuses on the relationship between brand loyalty and perceived risk in a similar manner. The results of the study conducted on cellular phones, in Antalya, show that the perceived risk effects brand loyalty intentions, however not all perceived risk dimensions have the same effect.
From Page
267
NaturalLanguageKeyword
Risk , Brand Loyalty , Mobile Phones , Regression
JournalTitle
Ege Academic Review (EAR)
To Page
276
JournalTitle
Ege Academic Review (EAR)
Link To Document