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Marka sadakatinin ölçülmesi: Niyete bağlı tutumsal ölçek ile satın alma sırasına dayalı davranışsal ölçeğin karşılaştırılması

Measuring brand loyalty: Comparison of intention to purchase attitudinal scale and purchase sequence behavioral scale

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Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
Although there is no consensus on the definition and measurement of brand loyalty in the literature, there are three approaches to measure brand loyalty; behavioral scales which takes purchases into consideration, attitudinal scales which takes intention to buy into consideration, and combined scales of the two. The current study compares the sequence of purchase scale and the intention to buy scale.
Abstract (Original Language): 
Marka sadakatinin tanımı ve nasıl ölçüleceği hakkında yazında fikir birliği olmamasına rağmen, marka sadakatinin ölçümü ile ilgili temel üç yaklaĢım bulunmaktadır; satın alma davranıĢını temel alan davranıĢsal ölçekler, satın alma niyetini temel alan tutumsal ölçekler ve her ikisinin birleĢimi olan birleĢik marka sadakati ölçekleri. Bu çalıĢmada marka sadakati ölçeklerinden satın alma sırasına dayalı davranıĢsal ölçek ile satın alma niyetine dayalı tutumsal ölçek karşılaştırılmıştır.
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