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Trust in Communication Management

Edited By Aydemir Okay

This book aspires to make an expedient contribution to the trust-based body of knowledge. Various disciplines analyze the notion of "trust", by addressing it from their own perspectives. The fact that the importance of multilevel and cross-level perspectives is gaining increasing attention in communication management has led to a call for examining trust across levels of communication analysis. The authors approach trust from the standpoint of different sub-branches of communication discipline, including brand management, public relations research, comparative advertising, health communication, political communication and digital communication. In addition, this book provides empirical evidence from a wide range of cases in Turkey, seeking to both reveal the existing situation in details and open up a world of new questions and lines of enquiry to pursue for future research.

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Emre Ş. Aslan-Hasan Güllüpunar - The Effect of Brand Trust on Consumers’ Buying Behavior: A Study on Forum Trabzon Shopping Center Consumers

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Emre Ş. Aslan-Hasan Güllüpunar

The Effect of Brand Trust on Consumers’ Buying Behavior: A Study on Forum Trabzon Shopping Center Consumers

Having become today’s most strategic commercial products, brands have reached a better economic size than most countries. One of the most important reasons is trust in brands. For the man who built his social presence on the sense of trust, brands are seen as the products manifesting that sense. Brand trust has a great effect on preferring a product that has reached a brand value rather than any other product, and paying a higher price for that brand than for others.

The present study aims to measure which factors influence the consumer to trust in a brand, and whether brand trust has an effect on the consumer’s buying behavior. The survey technique has been used in the study conducted with the consumers’ preferred shopping centers. The obtained data has been analyzed in various ways by using the SPSS 15 software program.

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