The effect of brand image on brand trust and brand loyalty within the framework of social marketing: An application in Siverek sample

Brand image, brand trust and brand loyalty, which have been discussed by academics and practitioners in recent years, are among the most important marketing concepts. In particular, the world economies, which have become digitalized and global villages, have begun to require further examination in terms of social marketing. The purpose of this study is to examine the perspectives of the participants on companies that implement social marketing. To this end; brand image, brand trust and brand loyalty variables were discussed and the attitudes and thoughts of the participants were examined. In the study, the findings of the questionnaire applied to the participants in the Siverek district of Şanlıurfa province are included. The application in Siverek district was preferred because the district is one of the largest districts of Turkey and the application was appropriate, and it was deemed appropriate to conduct an applied study on social marketing in the mentioned district. As a result of this study, it has been observed that the brand image, brand trust and brand loyalty levels of the participants are high for businesses that implement social marketing.