MARKA KRİZİ ÇERÇEVESİNDE ÇEVRE BİLİNCİ, MARKA GÜVENİ, MARKA DUYGUSU, OLUMSUZ BİLGİYE KARŞI DİRENÇ VE TEKRAR SATIN ALMA NİYETİNİN İNCELENMESİ
KILIÇ, SEYİT İHSAN
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The purpose of this study is to explore the relationships between environmental consciousness, brand trust, and brand affect with repurchase intention and resistance to negative information in the context of brand crisis. For this purpose, the data which were collected via face to face and online survey methods from the current users of automobiles of a brand that faced a crisis situation. Partial Least Squares Structural Equation Model (PLS-SEM) was conducted to test the hypotheses. Results reveal that, in the context of brand crisis, brand trust and brand affect have positive relationships with repurchase intention. However, the relationship between environmental consciousness and repurchase intention is not significant. While brand trust has a positive relationship with resistance to negative information, brand affect does not have a significant relationship with resistance to negative information. In addition, environmental consciousness has a moderating role on brand trust and resistance to negative information relationship.
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