The role of brand attitude and image on creating brand value and confidence and its effects on consumers' purchase intention

Businesses attach more importance to their brands and invest in them day by day to conserve their place in the market and increase their market share due to global economic slowdown, political uncertainties, and change in technology and consumer behaviour. Many variables concerning brand management need to be discussed together in order to create well-known, strong, and global brands. Considering this point, the purpose of this research study is to determine the relationship between dimensions of brand attitude, brand image, brand value, and brand confidence, which are important for brand management, with each other and their effects on consumers' purchase behaviours. Based on the research studies carried out in literature, a model was developed and this model was administered with students registered and studying in 16 programs in Muğla Vocational School at Muğla Sıtkı Koçman University in 2014-2015 academic year. Ülker, Eti and Nestle brands which are frequently consumed in the category of biscuits, wafer, and chocolate were examined within the context of the study. SPSS for Windows 16.0 (Statistical Program for Social Science) software package was used for data analysis. The findings obtained with analysis revealed that the variables in question were correlated with each other and they had an effect on buying behaviour. The study is important as it offers a conceptual model with many brand variables in national and international literature.