The effects of brand satisfaction, brand trust and customer value to the loyalty of chicken brands in Bolu

The purpose of this study is to examine the effects of brand trust, brand satisfaction and customer value (Functional, symbolic, experiential and price related) of customers on behavioral and attitudinal brand loyalty.In the introduction section, the importance of brand and brand loyalty is mentioned as the main subject of the study. In the second section, the definitions and the importance of brand for the companies and customers are explained. In the third section the explanations about the variables of the study were given and the definition, scope and dimensions of brand loyalty were evaluated. In the forth section of the study, data related with the methodology of the research were given. The hypotheses proposed in this study are tested using the data collected from 442 customers living in Bolu.In the final part the general results of the research and suggestions for brand managers and future studies were provided. Findings indicate that brand trust and brand satisfaction have positive effects on behavioral and attitudinal brand loyalty. Regarding to the customer values, functional, symbolic and price related customer values have positive effects on behavioral loyalty but experiential customer value has not a positive effect on behavioral loyalty. Regarding to the relation between the customer values and attitudinal loyalty; functional and symbolic customer values have positive effects on attitudinal loyalty but experiential and price related values , they don?t have an effect on attitudinal loyalty.