The role of brand trust in the invention to prefer chain food and beverage establishments

Chain food and beverage businesses are highly preferred by consumers because they have a large market share. Due to their accessibility as well as the high level of standardization they try to offer, these businesses generally have nationally or internationally recognized brands, and the reliability of these brands affects consumers' eating and drinking preferences Consumers may choose these brands when determining their eating and drinking habits, as they already know and trust these brands. Additionally, another advantage of chain food and beverage business brands is that customer experiences are more consistent and standardized. This provides assurance that consumers will be offered the same products and services they are accustomed to, even if they are in other cities or countries. This study aims to examine the effect of attitude, subjective norm and perceived behavioral control, which are the variables of the Theory of Planned Behavior, on consumers' purchasing intention in choosing chain food establishments, and the role of brand trust in this effect. In order to answer the 6 hypotheses established in the research "The role of brand trust in the tendency to prefer chain food and beverage businesses", 399 people were reached by online survey method. Analyzes of collected data with SPSS Program; frequency analysis, explanatory factor analysis, reliability analysis, correlation analysis, regression analysis and hypothesis analyzes were performed.