Kurumların Uyguladıkları Sosyal Sorumluluk Projelerinin Tüketicilerin Marka Sadakati Üzerine Etkileri: Otomobil Markaları Üzerine Bir Araştırma
Effects of the Social Responsibility Projects Implemented by Institutions on the Brand Loyalty of Customers: A Study on Automobile Brands

Summary/Abstract: In markets where competition is experienced intensively, the responsibilities of businesses increase quantitatively and qualitatively to gain competitive advantage. One of these responsibilities is undoubtedly social responsibility projects. In this day and age where the existing customer is more important than a potential customer, organizations’ attachment of importance to studies related to customer loyalty is inevitable. In this study, determination of what kind of an effect applications organizations carry out in the framework of social responsibility have on the brand loyalty of consumers in the automotive sectors has been aimed at after the examination of the importance of corporate social responsibility, brand, and brand loyalty. The questionnaire, which was prepared for the study, was applied to 400 people who live in Şanlıurfa and own the same brand of automobile, and 329 questionnaires were subjected to analysis after editing. Frequency distribution, factor analysis, reliability analysis, t-test analysis, anova test and regression analysis were carried out. As a result of the conducted analyses, it has been concluded that corporate social responsibility projects implemented in the automotive sector are influential in the brand loyalty of consumers.

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