The mediating role of price sensitivity in the effect of trust and loyalty to luxury brands on the brand preference

In the age of consumption, customers prefer high-quality and exclusively designed luxury brands. This trend is based on a variety of reasons, such as the manifestation of status and wealth, as well as positive emotions and symbolic power created by these brands. The study aims to examine the variabl...

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Autores principales:	Esra Özkan Pir, Evrim Derinözlü
Formato:	article
Lenguaje:	RU
Publicado:	Ural State University of Economics 2021
Materias:	Business HF5001-6182 Finance HG1-9999
Acceso en línea:	https://doaj.org/article/bb42ca69eaf24567a5979472bad19357
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spelling	oai:doaj.org-article:bb42ca69eaf24567a5979472bad193572021-12-02T12:00:10ZThe mediating role of price sensitivity in the effect of trust and loyalty to luxury brands on the brand preference10.29141/2218-5003-2020-11-6-62218-5003https://doaj.org/article/bb42ca69eaf24567a5979472bad193572021-01-01T00:00:00Zhttp://upravlenets.usue.ru/ru/-2020/723https://doaj.org/toc/2218-5003In the age of consumption, customers prefer high-quality and exclusively designed luxury brands. This trend is based on a variety of reasons, such as the manifestation of status and wealth, as well as positive emotions and symbolic power created by these brands. The study aims to examine the variables of trust and loyalty to luxury brands, brand preference and price sensitivity, and to determine whether there is a meaningful relationship between these variables. If there is, to investigate the mediating role of price sensitivity in the effect of consumer trust and loyalty to luxury brands on brand preference. The methodological framework of the research includes planned behaviour theory to predict customers’ intentions and behaviours towards luxury brands. The information base of the research includes data from the online survey of 563 respondents from Turkey. Among the main research methods applied in the study are descriptive statistics and correlation analysis. SPSS 22.0 and AMOS software, as well as the principles of structural equation modeling are used to analyze the data. In the research, we could not determine the mediating role of price sensitivity in the effect of brand trust and loyalty on brand preference. A statistically significant, positive, and healthy relationship exists between brand trust and brand loyalty and brand preference. The study shows that the effect of price sensitivity and brand trust on brand preference is weak. The theoretical and practical importance of the study is to support companies in developing successful luxury branding strategies and to contribute to the luxury brand literature.Esra Özkan PirEvrim DerinözlüUral State University of EconomicsarticleBusinessHF5001-6182FinanceHG1-9999RUУправленец, Vol 11, Iss 6, Pp 70-84 (2021)
institution	DOAJ
collection	DOAJ
language	RU
topic	Business HF5001-6182 Finance HG1-9999
spellingShingle	Business HF5001-6182 Finance HG1-9999 Esra Özkan Pir Evrim Derinözlü The mediating role of price sensitivity in the effect of trust and loyalty to luxury brands on the brand preference
description	In the age of consumption, customers prefer high-quality and exclusively designed luxury brands. This trend is based on a variety of reasons, such as the manifestation of status and wealth, as well as positive emotions and symbolic power created by these brands. The study aims to examine the variables of trust and loyalty to luxury brands, brand preference and price sensitivity, and to determine whether there is a meaningful relationship between these variables. If there is, to investigate the mediating role of price sensitivity in the effect of consumer trust and loyalty to luxury brands on brand preference. The methodological framework of the research includes planned behaviour theory to predict customers’ intentions and behaviours towards luxury brands. The information base of the research includes data from the online survey of 563 respondents from Turkey. Among the main research methods applied in the study are descriptive statistics and correlation analysis. SPSS 22.0 and AMOS software, as well as the principles of structural equation modeling are used to analyze the data. In the research, we could not determine the mediating role of price sensitivity in the effect of brand trust and loyalty on brand preference. A statistically significant, positive, and healthy relationship exists between brand trust and brand loyalty and brand preference. The study shows that the effect of price sensitivity and brand trust on brand preference is weak. The theoretical and practical importance of the study is to support companies in developing successful luxury branding strategies and to contribute to the luxury brand literature.
format	article
author	Esra Özkan Pir Evrim Derinözlü
author_facet	Esra Özkan Pir Evrim Derinözlü
author_sort	Esra Özkan Pir
title	The mediating role of price sensitivity in the effect of trust and loyalty to luxury brands on the brand preference
title_short	The mediating role of price sensitivity in the effect of trust and loyalty to luxury brands on the brand preference
title_full	The mediating role of price sensitivity in the effect of trust and loyalty to luxury brands on the brand preference
title_fullStr	The mediating role of price sensitivity in the effect of trust and loyalty to luxury brands on the brand preference
title_full_unstemmed	The mediating role of price sensitivity in the effect of trust and loyalty to luxury brands on the brand preference
title_sort	mediating role of price sensitivity in the effect of trust and loyalty to luxury brands on the brand preference
publisher	Ural State University of Economics
publishDate	2021
url	https://doaj.org/article/bb42ca69eaf24567a5979472bad19357
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The mediating role of price sensitivity in the effect of trust and loyalty to luxury brands on the brand preference

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