The effect of brand authenticity on brand preference and the mediating role of brand equality: A research on Agricultural Credit Cooperative markets customers

The aim of this research is to reveal the relationship between brand authenticity and brand preference and to investigate whether brand equity has a mediating role in this relationship. Within the framework of the research model, the relationship between brand authenticity, brand preference and brand equity variables is investigated specifically for agriculture credit cooperative markets. Within the scope of the study, a questionnaire consisting of three parts was used as a data collection tool. The universe of the research consists of people who shop from agricultural credit cooperative markets and it was applied to 402 people in this context. Structural equation modelling was performed to adapt the obtained data to the proposed model. Research findings have determined that brand authenticity has an effect on brand preference and brand equity. In addition, it has been revealed that brand equity has a mediating role. These results show that for customers of agricultural credit cooperative markets, brand equity is shaped by consumers' brand preferences and perceptions of brand authenticity. It has been concluded that the originality of the brands sold by the market is very important in the formation of brand loyalty and customer loyalty.