Mediation role of brand trust in the relationship of brand authenticity in brand image and brand preference

The purpose of this research is to determine the brand authenticity, which is an element that will ensure survival in today's financial crises; determining the effect on brand image and brand preference, as well as revealing whether brand trust has an intermediary effect on the brand image and preference. The study group of the research consists of consumers (816), who ultimately use white goods. Analyzes for variables were performed from the data collected in the study. In the study, as a result of researches on brand authenticity, a questionnaire form consisting of 6-dimensional brand originality scale and other scales was created. The questionnaire is based on the first part, which contains questions about collecting information about variables, and two parts on questions related to demographic features. According to the results of the analysis, there was a positive effect on the brand image of the brand, sub-dimensions, connection, control and originality. It has been determined that virtue and aesthetics, which are the sub-dimensions of brand originality, have a positive effect on brand preference. The effect of brand image on brand preference was examined and it was found that brand image had a positive meaningful effect on brand preference. Considering the results obtained, it is concluded that brand trust has a positive mediating effect between brand authenticity and brand image. Also, it has been determined that brand trust has a positive mediating effect between brand authenticity and brand preference. On the other hand, it is concluded that virtue, reality and aesthetics, which are sub-dimensions of brand authenticity, do not have a positive effect on brand image. It has been determined that connection, reality, control and originality, which are sub-dimensions of brand authenticity, do not have a positive effect on brand preference.