THE EFFECT OF CONSUMERS’ PERCEIVED VALUE IN ONLINE PURCHASES ON BRAND LOYALTY: A STUDY ON THE CLOTHING PRODUCT BASIS

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Şeref ABAY
Mehmet Emin AKKILIÇ

Abstract

   In this study, the effect of perceived value from online shopping on brand loyalty was explicitly examined in clothing items. By the purpose of the study, the relevant literature was scanned, and the concepts of “online shopping”, “perceived value” and “brand loyalty” were explained. The required data for the analysis of the research was obtained by applying face-to-face survey method to 460 people who have selected convenience sampling method among the participants among who residents in Istanbul and who stated that they were shopping online. In the research, critical factor analysis, confirmatory factor analysis, correlation analysis and structural equation modelling were performed using SPSS and AMOS programs.


According to the result of the research, it was found that the perceived value from online shopping has a positive effect on brand loyalty. Based on the findings from the research, suggestions were made to researchers and sector representatives.

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How to Cite
ABAY, Şeref, & AKKILIÇ, M. E. (2020). THE EFFECT OF CONSUMERS’ PERCEIVED VALUE IN ONLINE PURCHASES ON BRAND LOYALTY: A STUDY ON THE CLOTHING PRODUCT BASIS. TURKISH JOURNAL OF MARKETING, 5(2), 141-157. https://doi.org/10.30685/tujom.v5i2.95

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