Tüketicilerin Sosyal Sorumluluk Projelerine Yönelik Genel Tutumlarinin Marka Sadakati Ve Satin Alma Niyeti Üzerindeki Etkisi
The Influence of Consumers’ General Attitudes Towards Social Responsibility Projects on Brand Loyalty and Purchase Intention

Summary/Abstract: The main aim of this study was to examine the effect of consumers’ general attitudes towards social responsibility projects on brand loyalty and purchase intention. Social responsibility suggests that a person or an organization have multiple responsibilities for the benefit of a society. Brand loyalty is the tendency of buying same brand every time. Purchase intention is the desire to own goods and services. The research evaluates the survey results and data from 394 participants in Erzurum, Turkey. The collected data have been analyzed by using the SPSS 20 software package with some statistical methods which can be listed as descriptive, frequency, reliability tests and regression analysis. The results indicate that brand loyalty and purchase intention is influenced by consumers’ general attitudes towards social responsibility projects.

• Details
• Contents