The effect of brand trust on consumers' buying behavior: A study on forum Trabzon shopping center consumers

Abstract

Having become today's most strategic commercial products, brands have reached a better economic size than most countries. One of the most important reasons is trust in brands. For the man who built his social presence on the sense of trust, brands are seen as the products manifesting that sense. Brand trust has a great effect on preferring a product that has reached a brand value rather than any other product, and paying a higher price for that brand than for others. The present study aims to measure which factors influence the consumer to trust in a brand, and whether brand trust has an effect on the consumer's buying behavior. The survey technique has been used in the study conducted with the consumers' preferred shopping centers. The obtained data has been analyzed in various ways by using the SPSS 15 software program. © Peter Lang GmbH 2016. All rights reserved.