The impact of consumers' brand awareness and brand trust on loyalty purchasing intent: A research on electronic market places

The purpose of this research is to measure the impact of brand awareness and brand trust on brand loyalty and consumer purchase intention. In this study conducted for this purpose, brand awareness, brand trust, brand loyalty, and consumer purchase intention were explained. Then, an analysis was performed. A sample was selected for customers of electronic marketplaces in the analysis. The survey data collected from 389 people who live in Ankara and use electronic marketplaces were analyzed using SPSS. When the results were examined, it was concluded that brand awareness and brand trust have a positive effect on brand loyalty and consumer purchase intention.