2019 - Investigation of the effect of brand image on attitudinal brand loyalty: The case of Bingöl hotels

The aim of this study is to determine the effect of brand image on attitudinal brand loyalty. The population of the study consists of hotel customers staying in facilities with operation and municipal certificates in Bingöl.272 people were reached by convenience sampling method and the validity and reliability of the scales were tested. In the research findings, the hypotheses which were formed in accordance with the research purpose were tested. Hypotheses were examined by correlation and path analysis and the findings were interpreted in this context.
According to the results of the research; it is seen that brand image has an effect on cognitive,affective and conative dimensions of attitudinal loyalty dimensions. In addition, the relationship between brand image and cognitive,affective and conative brand loyalty was found to be significant.