The antecedents of brand loyalty: An application on automobile users in Düzce

In connection with the technological developments and competitive markets, the expectations and demands of customers from the enterprises have changed gradually. Today's customers appear as individuals who want to be different and attribute value to the brand that will add this difference to itself. Businesses that want customers who are loyal and loyal to their own brands are looking for ways to keep their customers for a long time. When the factors that are needed to make the customers into loyal customers are seen, the variables such as brand trust, brand love and brand image stand out. The aim of this study is to determine the predecessors of the loyalty of automobile users to their preferred brands. In the research, data obtained from 390 automobile users via online survey technique were analyzed by using easy sampling technique. The data were analyzed by descriptive analysis, factor analysis, correlation and multiple regression analysis. As a result of the study, it is seen that brand love and brand image have significant and positive effects on brand loyalty. In addition, it was concluded that brand image has a significant and positive effect on brand trust and brand image on brand love.