The effects of brand authenticity, brand equity, brand trust, and brand loyalty on brand choice

With the increasing demands of consumers, the factors influencing brand choice are also changing. Therefore, identifying the factors that affect brand choice has become increasingly important. In this context, there is a gap in the literature regarding the joint evaluation of the interactions between brand choice, brand loyalty, brand equity, brand trust, and brand authenticity. For this reason, this study aims to determine the effects of brand loyalty, brand equity, brand trust, and brand authenticity on brand choice, with the motivation of increasing brands' selectability. Accordingly, the research question of this study is formulated as: "What are the effects of brand equity, brand trust, brand authenticity, and brand loyalty on brand choice?" Within the scope of the study, 303 questionnaires were distributed to participants, but data was obtained from 265 respondents. The research hypotheses were tested through simple and multiple regression analyses using the SPSS 20 software. As a result of the data analyses, all hypotheses were found to be positive and significant. Brand authenticity has a positive effect on both brand equity and brand trust. Moreover, brand authenticity, brand equity, and brand trust were found to have positive effects on brand loyalty. In addition, brand loyalty has a positive effect on brand choice.