The effects of brand authenticity, brand loyalty, brand image and intention to buy: A research

Today, competition for enterprises is very fierce due to the development of technology, consumer awareness and the introduction of new products into the market every day. Therefore, businesses need to confront consumers with brands that can attract the attention of consumers and add value to them. At this point, it is very important that it comes up against consumers with original brands that are attributed to it in terms of marketing. Because the original brands to be created will give businesses a competitive advantage and contribute positively to long-term brand loyalty, brand image and purchasing intention. The aim of this research is to demonstrate the effects of brand authenticity, which is an important factor that will enable businesses to continue their lives today, on brand loyalty, brand image and intention to buy. The study group consists of consumers who drive or buy cars. In the study, data obtained from 440 car users, by using easy sampling technique, were analyzed. The data obtained were examined with frequency analysis, correlation and multiple regression analyses. According to the results of the analysis, it is seen that brand authenticity has a meaningful and positive effect on brand loyalty, brand image and intention to buy. It has also been concluded that brand loyalty and brand image have meaningful and positive effects on the intention to buy.