DOES SELF CONFIDENCE FEELING REALLY RAISE BRAND LOYALTY?

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The aim of this paper is to determine whether there is a relation between self confidence and brand loyalty or not. For this purpose the data collected from 458 consumers whom were interviewed was analyzed by using chi-square and nominal logistic regression statistical techniques. Although, the results indicate that there is a relation between low self confidence and hidden brand loyalty which is not transformed in to buying behavior with connection cloths and white goods; there is not any relation between high self confidence and brand loyalty with connection all product groups which includes cleaning materials, foodstuffs, cloths and white goods.

933

Brand loyalty , self confidence

Ege Academic Review (EAR)

950

Ege Academic Review (EAR)