The Factors Effecting on Brand Loyalty in Packaged Ice Cream Industry

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Companies must create loyal consumer audiences to provide the sustainable competitive advantage, increase market share and achieve high profits. For this reason, the factors effecting on brand loyalty should be well analyzed. The purpose of this study is to determine factors effecting on brand loyalty in packaged ice cream industry. 336 person in downtown area of the city of Rize were applied the survey and the factor effecting on consumer brand loyalty in packed ice cream sector were determined. According to these results; brand image, brand value, hedonic and utilitarian value have effected on brand trust, and brand image and utilitarian value have effected on the brand satisfaction. The brand trust and brand satisfaction were found to effect on both behavioral and attitudional loyalty, as a result of research. Also, it is determined to be a positive relationship among the brand trust and brand satisfaction.

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Brand Equity , Brand Satisfaction , Brand İmage , Brand Trust , Hedonic andUtilitarian Value , Brand Loyalty

Journal Of Graduate School Of Social Sciences

292

Journal Of Graduate School Of Social Sciences