Marka güveni ve marka etkisinin marka bağlılığı üzerindeki rolü: Cep telefon sektöründe İzmir'deki işletme bölümü öğrencileri üzerine bir uygulama

Environment of mobile phone sector has been more complex with changes in technological, economical and social factors. In conjuction with this changing environmental conditions, competition has increased day by day which has made brand loyalty more important for firms. In this study, the role of brand trust and affect on brand loyalty is investigated. In the first section of the research, brand, its definition, branding strategies and benefits of branding is investigated. In the second section, after looking over to brand loyalty, its importance and types of brand loyalty, the status of mobile phone sector in Turkey and in Globe is researched. Through with this learning in the third section the questionnarie , research, methodology and findings investigated and in the last section the results of the rearch is explained. In this study which applied to Business Administration students in zmir, an increase in brand loyalty is seen according to increase in brand trust and brand affect. This shows firms, for increasing brand loyalty they should provide trust and an increase in brand affect on consumers. Key Words: 1) Branding 2) Brand 3) Brand Loyalty 4) Brand Trust 5) Brand Affect