Yıl 2015, Cilt 0, Sayı 23, Sayfalar 151 - 168 2017-01-11

Impact of Utilitarian and Hedonic Attitudes on the Dimensions of Brand Trust

Ceyda DENEÇLİ [1] , Nurhan BABÜR TOSUN [2]

1157 1509

The brand trust that evolves from brand’s ability to successfully deliver on its promises can be discussed in two dimensions: brand intention and brand reliability. The hedonic dimension, which is associated with certain emotions in customer’s preference of a certain brand or the utilitarian dimension, which is associated with more rational aspects resulting from a product’s ability to satisfy functional or physical roles can have an impact on the brand trust perceived by consumers. According to the results of the research it is found that the respondents with respect to utilitarian and hedonic dimension have a significant correlation with the reliability dimension of brand trust (for utilitarian dimension r=0.62, p<0.01; for the hedonic dimension r=0.61, p<0.01). And also utilitarian and hedonic dimension have a significant correlation with the intention dimension of brand trust (for hedonic dimension r=0.55, p<0.01; for utilitarian dimension r=0.57, p<0.01). The results of this study indicate that the independent variables (hedonic and utilitarian attitudes) in the model have a significant impact on both the reliability and intention dimensions of the brand trust.

keywords: brand trust, branding, consumption, hedonic attitude, utilitarian attitude

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Konular
Dergi Bölümü Makaleler
Yazarlar

Yazar: Ceyda DENEÇLİ

Yazar: Nurhan BABÜR TOSUN

Bibtex @ { gsuilet285318, journal = {Galatasaray Üniversitesi İleti-ş-im Dergisi}, issn = {1305-2411}, eissn = {2548-124X}, address = {Galatasaray Üniversitesi}, year = {2017}, volume = {0}, pages = {151 - 168}, doi = {10.16878/gsuilet.285318}, title = {Impact of Utilitarian and Hedonic Attitudes on the Dimensions of Brand Trust}, key = {cite}, author = {BABÜR TOSUN, Nurhan and DENEÇLİ, Ceyda} }
APA DENEÇLİ, C , BABÜR TOSUN, N . (2017). Impact of Utilitarian and Hedonic Attitudes on the Dimensions of Brand Trust. Galatasaray Üniversitesi İleti-ş-im Dergisi, 0 (23), 151-168. DOI: 10.16878/gsuilet.285318
MLA DENEÇLİ, C , BABÜR TOSUN, N . "Impact of Utilitarian and Hedonic Attitudes on the Dimensions of Brand Trust". Galatasaray Üniversitesi İleti-ş-im Dergisi 0 (2017): 151-168 <http://iletisimdergisi.gsu.edu.tr/issue/27119/285318>
Chicago DENEÇLİ, C , BABÜR TOSUN, N . "Impact of Utilitarian and Hedonic Attitudes on the Dimensions of Brand Trust". Galatasaray Üniversitesi İleti-ş-im Dergisi 0 (2017): 151-168
RIS TY - JOUR T1 - Impact of Utilitarian and Hedonic Attitudes on the Dimensions of Brand Trust AU - Ceyda DENEÇLİ , Nurhan BABÜR TOSUN Y1 - 2017 PY - 2017 N1 - doi: 10.16878/gsuilet.285318 DO - 10.16878/gsuilet.285318 T2 - Galatasaray Üniversitesi İleti-ş-im Dergisi JF - Journal JO - JOR SP - 151 EP - 168 VL - 0 IS - 23 SN - 1305-2411-2548-124X M3 - doi: 10.16878/gsuilet.285318 UR - http://dx.doi.org/10.16878/gsuilet.285318 Y2 - 2018 ER -
EndNote %0 Galatasaray Üniversitesi İleti-ş-im Dergisi Impact of Utilitarian and Hedonic Attitudes on the Dimensions of Brand Trust %A Ceyda DENEÇLİ , Nurhan BABÜR TOSUN %T Impact of Utilitarian and Hedonic Attitudes on the Dimensions of Brand Trust %D 2017 %J Galatasaray Üniversitesi İleti-ş-im Dergisi %P 1305-2411-2548-124X %V 0 %N 23 %R doi: 10.16878/gsuilet.285318 %U 10.16878/gsuilet.285318
ISNAD DENEÇLİ, Ceyda , BABÜR TOSUN, Nurhan . "Impact of Utilitarian and Hedonic Attitudes on the Dimensions of Brand Trust". Galatasaray Üniversitesi İleti-ş-im Dergisi 0 / 23 (Ocak 2017): 151-168. http://dx.doi.org/10.16878/gsuilet.285318