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

Ceyda Deneçli; Nurhan Babür Tosun

doi:10.16878/gsuilet.285318

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

Öz

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

Kaynakça

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Ayrıntılar

Birincil Dil

Türkçe

Konular

-

Bölüm

-

Yazarlar

Ceyda Deneçli

Nurhan Babür Tosun

Yayımlanma Tarihi

30 Aralık 2015

Gönderilme Tarihi

30 Aralık 2015

Kabul Tarihi

-

Yayımlandığı Sayı

Yıl 1970 Sayı: 23

DOI

https://doi.org/10.16878/gsuilet.285318

IZ

https://izlik.org/JA33KB53WT

Kaynak Göster

RIS / Bibtex

APA

Deneçli, C., & Babür Tosun, N. (2015). Impact of Utilitarian and Hedonic Attitudes on the Dimensions of Brand Trust. Galatasaray Üniversitesi İletişim Dergisi, 23, 151-168. https://doi.org/10.16878/gsuilet.285318

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