Examination of the Relationship Between Brand Trust and Brand Loyalty Among Young Consumers in Terms of Demographic Variables
DOI:
https://doi.org/10.71125/sporteconres.33Keywords:
Brand trust, rand loyalty, young consumers, consumer behavior, sports marketingAbstract
This study aimed to examine the relationships between brand trust and brand loyalty and their respective subdimensions among young consumers in the context of demographic and behavioral variables. The sample consisted of 427 students, including 198 male and 229 female students. Of these, 294 were middle school students and 133 were high school students. A Personal Information Form, Brand Trust Scale, and Brand Loyalty Scale were used. Data were analyzed using Pearson correlation, independent-samples t-test, and one-way ANOVA. The correlation analysis revealed a moderate positive relationship between total brand trust and total brand loyalty. Female students reported higher credibility, integrity, and total brand trust scores than male students. Students who regularly engaged in sports reported higher brand behavior, team identification, purchase intention, total brand loyalty, and credibility scores. Merchandise-purchasing frequency was associated with several dimensions of brand loyalty and brand trust. Digital following frequency was associated with brand behavior, brand satisfaction, team identification, purchase intention, and total brand loyalty, but not total brand trust. These findings provide important insights into young consumer behavior while potentially contributing to the development of effective sports marketing strategies by highlighting demographic and behavioral differences.
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