The role of brand credibility, brand prestige, perceived quality, perceived risk, and loyalty on convenience and shopping goods

This study aims to examine the importance degree of brand credibility, brand prestige, perceived quality, perceived risk, and attitudinal and behavioral loyalty by analyzing two different product categories: convenience and shopping products. In a study of 432 respondents, as a method of multi-criteria selection making, preference selection index method and unique methods were applied to check the importance degree of the dimensions. The findings show that the importance degree of the dimensions change across different product categories.